How can I optimize my Facebook ad campaign?

[Technabyte]

Hello,

I have been running some Facebook ads for a T-shirt store website but it has been converting very badly. I had almost 80 clicks and still no sales. I have tried optimizing my ads but it doesn't seem to be working. Here are some methods I used to optimize my ads:

1. Using desktop placements only
I have only been using desktop placements for my ads. While this seems to be more expensive, people are much more likely to purchase things if they are on their computers as it is difficult to purchase things on a mobile device. Therefore, I am only placing my ads on Desktop.

2. Different translation for different countries
I run different ads for different countries with their native language. For example, an English ad for all English speaking countries and a French ad for France.

3. Ad with multiple images option
I use their ads with multiple images option and add multiple images to give them more to see on the ad.

What other optimizations can I make to increase my conversion rate? What advice do you have for me?

Thanks.

 

[X-R0]

More information needed!

Do you have a Shopify Store, or do you use a one offer Landing Page?
Did you already setup a fb pixel?

I think conversion was your chosen as objective, right?
Which conv. Window? 1day 7day after a click?

 

[Technabyte]

More information needed!

Do you have a Shopify Store, or do you use a one offer Landing Page?
Did you already setup a fb pixel?

I think conversion was your chosen as objective, right?
Which conv. Window? 1day 7day after a click?

Its a Shopify store. I have a fb pixel set up, yes. I initially chose conversion but I found it very expensive because it only has pay per impressions and I didn't get many clicks. Therefore, I switched to traffic and went with pay per click. The conversion window was "7 days after clicking or 1 day after viewing". Do you think conversion would be better than traffic? I was trying to use traffic and make optimization to the ad itself as this is cheaper.

 

[X-R0]

Conversion is basically quite similar to traffic. The difference is that you have a conversion window and the algorithm specifically searches for profiles that have clicked on ads that lead to a purchase in the last 30 days.
So conversion is already optimal.
Once you have the pixel installed, in e-commerce it is also important to set up events like add to cart or content view for effective remarketing.
The most important event to measure conversion is obviously the purchase event.
For your purchase event you should definitely determine your currency and the value of the purchase, otherwise fb cannot calculate your ROAS.
With traffic you have to be careful when evaluating your campaigns, that can be quite tricky. A click is not just a click you have to break down performance evaluation even further.
For instance, are these clicks link clicks, unique clicks, outbound clicks (where the outbound click should be the most interesting one for you)

With traffic I would rather optimize on landing page views, it would be more important to know who was actually on your LP or your shop.

Here's a great article by John loomer that explains the differences very well: https://www.jonloomer.com/2019/02/10/facebook-clicks/

With your current clicks you should also take a closer look on what your CTR is and how high your cpc is

 

[GhostFang]

I would test it with desktop and mobile. Buyer using mobile is getting a lot popular than desktop so make sure your pages are optimized for mobile too. Test your creative to see which ad creative get better results (clicks) by running link click campaign. Once you identify the best creative, don't go straight to conversion campaign. Create an post engagement campaign to get likes and comments to the post for social proof. Target 3rd world countries such as India and Africa for the engagement campaign to get the cheapest engagement. Once you get enough engagement to the ad post, use the same post ID for a conversion compaign. Social proof is very important to increase conversion rate.

I hope that helps.
Good luck.

 

[Technabyte]

Conversion is basically quite similar to traffic. The difference is that you have a conversion window and the algorithm specifically searches for profiles that have clicked on ads that lead to a purchase in the last 30 days.
So conversion is already optimal.
Once you have the pixel installed, in e-commerce it is also important to set up events like add to cart or content view for effective remarketing.
The most important event to measure conversion is obviously the purchase event.
For your purchase event you should definitely determine your currency and the value of the purchase, otherwise fb cannot calculate your ROAS.
With traffic you have to be careful when evaluating your campaigns, that can be quite tricky. A click is not just a click you have to break down performance evaluation even further.
For instance, are these clicks link clicks, unique clicks, outbound clicks (where the outbound click should be the most interesting one for you)

With traffic I would rather optimize on landing page views, it would be more important to know who was actually on your LP or your shop.

Here's a great article by John loomer that explains the differences very well: https://www.jonloomer.com/2019/02/10/facebook-clicks/

With your current clicks you should also take a closer look on what your CTR is and how high your cpc is

Thanks for the advice. My CTR is actually not bad and my posts are getting likes and shares but just no sales.

I would test it with desktop and mobile. Buyer using mobile is getting a lot popular than desktop so make sure your pages are optimized for mobile too. Test your creative to see which ad creative get better results (clicks) by running link click campaign. Once you identify the best creative, don't go straight to conversion campaign. Create an post engagement campaign to get likes and comments to the post for social proof. Target 3rd world countries such as India and Africa for the engagement campaign to get the cheapest engagement. Once you get enough engagement to the ad post, use the same post ID for a conversion compaign. Social proof is very important to increase conversion rate.

I hope that helps.
Good luck.

Thanks for the advice. I will try this and post my results here once I have tested the method.

 

[high mike]

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