Cosmetics brand using Facebook Ads

[Laritha]

I have exclusive rights to sell a cosmetics product online. I experimented with FB ads, but I've yet to see conversions after spending $100 on ads over the course of 2 days. ($50 on two different ads)

My ad-set was 18-65, women, living in the USA, and for "Interest" I chose 2 leading brands which gave me a potential reach of about 30,000,000.

I am sending all traffic directly to my Shopify product page, and not the homepage of the store.

The ads were both images (not videos) with a convincing description. Where could I possibly focus my attention to get more conversions to my store?

 

[Deleted member 813988]

I have own cosmetics brand as well.
18-65 is too much, you should set ads to be more specific.

Another thing - you can (and probably should) upload list of your products to FB and show ads of specific products and send users to the product page so traffic don’t wander around the site.

Do you have pixel installed on your site? This way you can track everything that’s going on the site and then create more specific audiences to show ads to (and have better conversions).

 

[Laritha]

I have own cosmetics brand as well.
18-65 is too much, you should set ads to be more specific.

Another thing - you can (and probably should) upload list of your products to FB and show ads of specific products and send users to the product page so traffic don’t wander around the site.

Do you have pixel installed on your site? This way you can track everything that’s going on the site and then create more specific audiences to show ads to (and have better conversions).

How specific? Example please.

I am only advertising 1 product. The landing page is the Shopify page for the product.

Yes i have Pixel installed

 

[Deleted member 813988]

I don't believe your product fits all from 18 to 65.
Even if it is, you should segment audience to 'less likely to buy' and more likely to buy'.

 

[Laritha]

I don't believe your product fits all from 18 to 65.
Even if it is, you should segment audience to 'less likely to buy' and more likely to buy'.

Ok Im going to try 18-40 to start. Would it be wise to include "Engaged Buyers" as an Interest?

 

[Deleted member 813988]

I'd suggest testing campaigns for three groups 18-24, 25-35, 35+
Test campaigns for both - traffic & conversion (separate campaigns for each & for each age group)
I have no idea what your product is, but I'd expect you have some knowledge about who your buyers are, so you should also test different interests for different campaigns

 

[Laritha]

I'd suggest testing campaigns for three groups 18-24, 25-35, 35+
Test campaigns for both - traffic & conversion (separate campaigns for each & for each age group)
I have no idea what your product is, but I'd expect you have some knowledge about who your buyers are, so you should also test different interests for different campaigns

I think the Interest is the most confusing part. Ive tried with 2 leading brands with similar products.

 

[Psh]

Did you have those 2 brands in the same interest group, or did you make "2 levels" so they have to like BOTH brands? Flex targeting is the shit for FB ads. Try going 3 levels deep with make-up related stuff.

 

[Deleted member 813988]

I think the Interest is the most confusing part. Ive tried with 2 leading brands with similar products.

If I put in my FB profile that I like YSL this will trigger me as an interest, but honestly, I am not into YSL.
Same here, if other users put they like competitors brand - this is not necessarily mean they actually into it.

 

[Blake12377]

The best way to see conversions is to narrow down to 1m-5m audience. On top of that, start with 2-3 different ads and only do $5 a day each. No reason to do $50 a day until you know the ad is profitable.

 

[Laritha]

Did you have those 2 brands in the same interest group, or did you make "2 levels" so they have to like BOTH brands? Flex targeting is the shit for FB ads. Try going 3 levels deep with make-up related stuff.

I did the same interest group

 

[Laritha]

The best way to see conversions is to narrow down to 1m-5m audience. On top of that, start with 2-3 different ads and only do $5 a day each. No reason to do $50 a day until you know the ad is profitable.

Thanks. Whats the maximum cost per click/action should I be paying out? Im seeing an average of $1.00

 

[kucingliars]

Narrow down your audience.. the age is too broad.
Focus on good CTR ads first, then improve your VC pixel.. Atc pixel.. ic... and so on learn about funneling

 

[Laritha]

Narrow down your audience.. the age is too broad.
Focus on good CTR ads first, then improve your VC pixel.. Atc pixel.. ic... and so on learn about funneling

Excuse my lack of knowledge but what is CTR?

 

[Deleted member 813988]

Excuse my lack of knowledge but what is CTR?

You can simply put in google and get result yourself (and faster).
CTR - is Click Through Rate
How many time the ad was shown vs how many times it was clicked
100 impressions and 100 clicks would be 100% CTR

 

[SEOzack]

Pretty much what se900 has covered. Your audience is huge. Narrow down as much as you can.

The two leading brands you targeted are probably huge, with tonnes of marketing and feedback. Just because somebody likes them brands why would they then buy your unknown product?

You also need to take into consideration your landing page, is it easy enough to navigate? Does it look professional?

Cosmetics can be tricky. An age range of 18-40 is way, way to wide. People at 18 are thinking about wearing as much make up as possible as often as possible, people at 40 are thinking about crows feet and wrinkles.

What product is it? Moisturiser? Lip stick? etc.

Narrow down your audience as much as possible then test it with $5 a day. If you have feedback on the product make sure it is shared.

 

[Laritha]

Pretty much what se900 has covered. Your audience is huge. Narrow down as much as you can.

The two leading brands you targeted are probably huge, with tonnes of marketing and feedback. Just because somebody likes them brands why would they then buy your unknown product?

You also need to take into consideration your landing page, is it easy enough to navigate? Does it look professional?

Cosmetics can be tricky. An age range of 18-40 is way, way to wide. People at 18 are thinking about wearing as much make up as possible as often as possible, people at 40 are thinking about crows feet and wrinkles.

What product is it? Moisturiser? Lip stick? etc.

Narrow down your audience as much as possible then test it with $5 a day. If you have feedback on the product make sure it is shared.

Thanks. The product is an organic lipstick. My landing page is VERY easy to navigate and clean. Im getting about 40 clicks for every 1000 people the ad is shown to.

 

[SEOzack]

Thanks. The product is an organic lipstick. My landing page is VERY easy to navigate and clean. Im getting about 40 clicks for every 1000 people the ad is shown to.

Well something like that is very unique and what I would consider to be a specialist product.

You won't convert people easy as it is new territory.

But, in my audience I would be aiming for vegan, and vegetarian women from 18 - 35.

I increased the age range as narrowing down tp Vegans and vegetarians you will lose a lot of people.

Also, don't forget to look at pages and charities which support non-animal tested beauty products.