Conversions vs Traffic?

• no purchase but I have a few ATC, I will start an ATC campaign.
• no purchase OR ATC, I will start a traffic campaign.

Nickshah007 said:

It's too expensive nowadays

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jul3s said:

There is no right or wrong way when you start advertising on a brand new account. Usually, 'the idea' is to run campaigns with the objective you want to achieve.

Now, with no pixel data, FB can be a little bit confused on who to look for, but this is not always the case. If your front end such as ad, creatives, offer, and the audience is spot on, and your back end such as landing page is well optimized and trustworthy, the audience will engage in so many ways and feed the FB with data = so the pixel becomes smarter. Stupid example but this is how things make sense to me

I always start with conversions and go backward if the results are not good just to feed the beast more data
For example, if I run a conversion campaign optimized for purchase for the store and there is:

• no purchase but I have a few ATC, I will start an ATC campaign.
• no purchase OR ATC, I will start a traffic campaign.

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MeegDeega said:

Hey there! It seems like you know a thing or two on FB ads. I'm completely new to this and just started advertising yesterday for my e-commerce site. I created a campaign with 7 ad sets, $5 each, focusing on conversion... So far had 115 links clicks and only 1 sale. Would you be able to shine some light on which key indicators you look at in order to determine which is adset is more effective? for example, I have a low CPC (all under $0.25, except one that's $0.45), I think my CPM is pretty high since they are all over $1.00, a few over $2.00 (is that bad?), as for ATC I have 27 total but I think one person added like 14 items, so I'm assuming FB is considering each ATC even though it might come from one person. That still leaves 13 other ATCs (1 converted). Regarding Quality score, I don't see anything showing up for that even though all my ads have over 2k impressions.. I'm just so new to this whole thing and trying to figure out what to do next. My plan is to let them run for 3 days in total and then kill the worst performing ones, perhaps create another campaign with 5 new adsets each targeting a different interest. What do you think?

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jul3s said:

It's hard to say by these stats, but you definitely need more data. $35 is nothing for FB, even though you got some results. Your plan is good - run for a few days and cut losers. Now, 'loser' is sometimes hard to define. Look at how the ad set is performing - CPC, CTR, ATC, IC. If you have a higher CPC with one ad set but are getting ATC than this one is probably better than the one with lower CPC and no ATC.

Also, don't forget about retargeting campaigns. First reminding them of what they were looking for and later on retarget them with an offer (free shipping or 10-20% off). If your targeting is solid, your retargeting campaigns will always be your cheapest and best-performing campaigns. You have to be creative and make sure they come back and buy your amazing product

Your conversion rate is the same as industry-standard, 1-2%. Don't ever focus on ads and traffic only. ALWAYS test new things and try to improve conversion rate and average order value. Those that can afford more to acquire a customer wins!

Good luck!

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MeegDeega said:

Thanks so much for the reply. I have been thinking of ways to present my offer more effectively. I figure that I need to slowly hone in on the right audience, but my stats seem a little funny. around 45 ATC from 150 clicks.. the one sale I got was from one of my seemingly weakest performing ad and I have at least 1 ATC on all ads except one. I guess only time and testing will tell!

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jul3s said:

There is no 'right/perfect audience' Always remember, every time you publish an ad set you hit different pool of audience (with small overlap). That's why duplicating ad sets 3-5 times (of exactly the same audience) when you try to scale still works.

If your abandoned cart is high you have to think of what the problem could be. No.1 is the shipping or any additional cost like taxes. If you are not offering free shipping think about doing a test, and see if that helps with the conversion rate. In order to afford free shipping, you usually have to have a higher product price.

Also, install HotJar (heatmap), and check recordings on what visitors are doing on that page. Maybe this will give you an idea of what the problem could be.

I hope this helps.

Good luck!

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