Facebook Ads and eCommerce

pitbully · Sep 6, 2023

I've run a successful Facebook ads campaign in the past for a book I wrote and sold on Amazon, so I understand how to do Facebook ads, but I can't get them to work for my new eCommerce site.

I have a solid product, product page and ads, but after several weeks of letting Facebook gather data I still only have 1 conversion.

What could I be doing wrong in this scenario?

Monzani · Sep 6, 2023

What are your metrics? CTR and CPC mainly

BH GTM · Sep 7, 2023

You can hire a Ads Expert to help you with your collected data

SOCIAL MEDIA MARKETING · Sep 7, 2023

Does your target audience have a need? Run a website about books on facebook, often with clicks but few subscribers

Anonymous Seller · Sep 7, 2023

I think you should provide the data and problems you encounter to the Advertising Agency.
They will advise and support you.

pitbully · Sep 7, 2023

Monzani said:
What are your metrics? CTR and CPC mainly

CTR = 2.76%
CPC = $2.74

If there are other metrics you'd like to know, just tell me and I'll provide them for you.

Not sure if this matters or not, but I should let you know that these metrics are a combination of 6 different adsets which have been active two adsets at a time while I test different ad variations and try to find a winner that I can add to my main scaling adset. I've been evaluating results and starting new tests/adsets once per week for about three weeks. This is a strategy I got from someone which worked well for my book, but is not working so far for this.

Monzani · Sep 7, 2023

pitbully said:
CTR = 2.76%
CPC = $2.74

If there are other metrics you'd like to know, just tell me and I'll provide them for you.

Not sure if this matters or not, but I should let you know that these metrics are a combination of 6 different adsets which have been active two adsets at a time while I test different ad variations and try to find a winner that I can add to my main scaling adset. I've been evaluating results and starting new tests/adsets once per week for about three weeks. This is a strategy I got from someone which worked well for my book, but is not working so far for this.

Your CTR is good, but your CPC is way too high.

I'd also like to know the CPM.

But apparently there's a problem with your ads. The maximum recommended CPC (US) would be $1. It's not ideal, but it's the maximum you should accept...almost three times less.

I imagine you need to test other ads or other audiences. At first it seems that your audience may be small, try creating ads for a wide audience.

sunbros · Sep 7, 2023

When it comes to ecommerce and facebook ads. i always use 3rd party analytics such as triple whale. Most of the time facebook's stats are not accurate.

pitbully · Sep 8, 2023

Monzani said:
Your CTR is good, but your CPC is way too high.

I'd also like to know the CPM.

But apparently there's a problem with your ads. The maximum recommended CPC (US) would be $1. It's not ideal, but it's the maximum you should accept...almost three times less.

I imagine you need to test other ads or other audiences. At first it seems that your audience may be small, try creating ads for a wide audience.

Thanks for the reply.

CPM = $75.58

Thanks for the info on what the max CPC should be. I'll keep that in mind going forward.

As for testing other ads, I am doing this each week but haven't found a winner yet. As for my audience, I have a very large audience because I am only using demographics targeting and leaving the detailed targeting options empty. I learned this strategy from someone. It's supposed to start slow but ultimately ends up working better in the end with a much larger audience to exploit. It worked with my book but so far is not working with my ecommerce site.

I'm not sure if I need to let it run for a long time to gather data because my audience is so large, or if it's strictly a problem of my ads not being good enough. But when I sold a book on Amazon this strategy worked well within a week or so.

natedogg · Sep 8, 2023

Is this a new FB pixel? If so, you need to warm up the new pixel for your new eCommerce store. I would try view content or add to cart for conversions.

natedogg · Sep 8, 2023

.... then I would retarget those view content and add to cart using purchase conversions once you collected enough data.

Monzani · Sep 8, 2023

pitbully said:
Thanks for the reply.

CPM = $75.58

Thanks for the info on what the max CPC should be. I'll keep that in mind going forward.

As for testing other ads, I am doing this each week but haven't found a winner yet. As for my audience, I have a very large audience because I am only using demographics targeting and leaving the detailed targeting options empty. I learned this strategy from someone. It's supposed to start slow but ultimately ends up working better in the end with a much larger audience to exploit. It worked with my book but so far is not working with my ecommerce site.

I'm not sure if I need to let it run for a long time to gather data because my audience is so large, or if it's strictly a problem of my ads not being good enough. But when I sold a book on Amazon this strategy worked well within a week or so.

The CPM is very, very high. So it's not surprising that the CPC is so high too.

Create several adsets with different audiences and identify which will perform best, it's strange that a broad audience is delivering ads with such an expensive CPM.

With regard to what you've mentioned, from the first day you tend to have an idea. It's unlikely that these ads start at $75 CPM and two days later they're at $15 CPM... the normal thing is to have decent numbers from day one.

Finally, try using new creatives if no adset with different audiences has a decent CPM (at least half of that, $35 is a start, $75 is too high).

pitbully · Sep 8, 2023

Monzani said:
The CPM is very, very high. So it's not surprising that the CPC is so high too.

Create several adsets with different audiences and identify which will perform best, it's strange that a broad audience is delivering ads with such an expensive CPM.

With regard to what you've mentioned, from the first day you tend to have an idea. It's unlikely that these ads start at $75 CPM and two days later they're at $15 CPM... the normal thing is to have decent numbers from day one.

Finally, try using new creatives if no adset with different audiences has a decent CPM (at least half of that, $35 is a start, $75 is too high).

Thanks for the feedback.

I've been using two different sets of Dynamic Creative ad variations, with one set of variations per ad set, but I haven't found any that performed noticeably well yet. You're saying to test audiences first and creatives second if audience testing doesn't give me results. So when I test audiences, should I use a specific ad creative that performed the best overall so far, or should I use a Dynamic Creative ad similar to what I'm currently testing?

Also, someone above your last post mentioned that I need to warm up my pixel first. What are your thoughts on this?

Monzani · Sep 8, 2023

pitbully said:
Thanks for the feedback.

I've been using two different sets of Dynamic Creative ad variations, with one set of variations per ad set, but I haven't found any that performed noticeably well yet. You're saying to test audiences first and creatives second if audience testing doesn't give me results. So when I test audiences, should I use a specific ad creative that performed the best overall so far, or should I use a Dynamic Creative ad similar to what I'm currently testing?

Also, someone above your last post mentioned that I need to warm up my pixel first. What are your thoughts on this?

You can test a new audience and creative at the same time if your previous ads didn't stand out. You might want to try different types of ads, you're only creating Dynamic Creative Ads...try creating simple image ads, video ads, carousels and see what performs best.

I usually use purchase conversion from day one, I don't warm up the pixel with other conversions. In any case, according to your story FB has already been collecting data for several campaigns and you've already been warming up your pixel indirectly. I wouldn't recommend creating add-to-cart campaigns for example, I always prefer "purchase" from the start.

pitbully · Sep 8, 2023

Monzani said:
You can test a new audience and creative at the same time if your previous ads didn't stand out. You might want to try different types of ads, you're only creating Dynamic Creative Ads...try creating simple image ads, video ads, carousels and see what performs best.

I usually use purchase conversion from day one, I don't warm up the pixel with other conversions. In any case, according to your story FB has already been collecting data for several campaigns and you've already been warming up your pixel indirectly. I wouldn't recommend creating add-to-cart campaigns for example, I always prefer "purchase" from the start.

Thank you for the feedback. Much appreciated.

pitbully · Sep 12, 2023

Monzani said:
You can test a new audience and creative at the same time if your previous ads didn't stand out. You might want to try different types of ads, you're only creating Dynamic Creative Ads...try creating simple image ads, video ads, carousels and see what performs best.

I usually use purchase conversion from day one, I don't warm up the pixel with other conversions. In any case, according to your story FB has already been collecting data for several campaigns and you've already been warming up your pixel indirectly. I wouldn't recommend creating add-to-cart campaigns for example, I always prefer "purchase" from the start.

What would you use for the attribution setting? Would you leave it on the default "7-day click" or would you tighten it up and make it shorter?

Monzani · Sep 12, 2023

pitbully said:
What would you use for the attribution setting? Would you leave it on the default "7-day click" or would you tighten it up and make it shorter?

7-day click

pitbully · Sep 12, 2023

Monzani said:
7-day click

Thank you.

I'm probably pushing my luck here with the questions, but if you could be so kind as to answer one more, I'm trying to figure out why my cost was so high with such a broad audience before I do more testing.

I've been using Facebook feeds as my only placement, because this is what I was advised to do when I was promoting my book and it worked well. Would you pick more placements, or stick with the Facebook feed as the only placement?

Monzani · Sep 12, 2023

pitbully said:
Thank you.

I'm probably pushing my luck here with the questions, but if you could be so kind as to answer one more, I'm trying to figure out why my cost was so high with such a broad audience before I do more testing.

I've been using Facebook feeds as my only placement, because this is what I was advised to do when I was promoting my book and it worked well. Would you pick more placements, or stick with the Facebook feed as the only placement?

A few years ago it was recommended to do this (only FB feed)
Nowadays they usually recommend not messing with it and using all the placements recommended by Facebook, you can try it

pitbully · Sep 12, 2023

Monzani said:
A few years ago it was recommended to do this (only FB feed)
Nowadays they usually recommend not messing with it and using all the placements recommended by Facebook, you can try it

Thanks again for the feedback. Very much appreciated.

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