While doing Facebook ads it is good to target people who are interested in a particular niche. By targeting irrelevant interests or choosing a broad audience on Facebook may be a waste of money.
Now the question arises on how we can do this or how we can find the relevant audience to target. Follow the steps below to understand this approach:
What is Facebook Audience Insights?
Facebook gives a tool called “Audience Insights”. This tool is useful to find the relevant audience according to their behavior, demographics, and interest.
Let’s learn how to use Facebook Audience Insights?
1. Go to your Facebook ad manager.
2. Click on “Ad manager”
3. Find the “Audience Insights” and click on it.
4. Choose an audience to start
Here there are two options of which you can select one:
Everyone on Facebook: It describes learning the nature, behavior, and interest of the new people who are connected on Facebook.
People connected to your page: It describes to learn the nature, behavior, and interest of the audience who is already connected with your page.
In this guide, we are going to choose “Everyone on Facebook” to find the nature of the cold audience.
5. Select the country where you want to advertise and enter the interest according to the niche.
I am working in the bodybuilding niche and targeting the USA so I have entered the “All United States” as a country and bodybuilding as an interest.
6. Let us check what FAI (Facebook Audience Insight) stats show for building interest in the United States
Gender: 56% of women and 44% are interested.
Age group: 25-34 age bar of people is highly interested.
Relationship status: 36% of people are single.
Education Level: 66% of people are in college.
6.2 Job Title
The job title describes what kind of job title people have who have shown interest in bodybuilding who are in the US. The following picture describes those who have a job title of sales, Food and Restaurants, Healthcare, and Medical Services are more interested in bodybuilding.
6.3 What kind of page the filtered audience liked:
a.FAI shows the top ten categories of the page which they liked.
b. Here are the top ten pages liked by the audience of bodybuilding interest in the US.
Tip: The higher is the affinity, the higher is the relevance of the audience corresponding to the interest.
7. Check the location and language details in the “Language” tab.
You’ll check the details for top Cites, top Countries, and top Languages that are speaking for the target audience.
7.1 Top cities
You can see in this example that people from New York and Los Angeles are more interested in bodybuilding rather than other cities. So we can focus on these top cities for precise targeting.
7.2 Top countries
Here it is using the US because I’m only advertising in the US. If you are advertising in many other countries then you can take the idea of people of which country is more interested.
7.3 Top Language
Here is the list of top languages spoken by people who are interested in bodybuilding. You can see English(US) is top-rated.
8. Check the Activity and Device details
8.1 Frequency of Activities
Here you can check the activities performed by the selected audience from 30 Days.
You can see in the above image 36 people click on the ads.
8.2 Device users:
Here you can check which device mainly the audience is using. Like iPhone, android phone, windows phone, desktop, etc.
In the above image, most people are using the iPhone/iPod.
The more precise/ narrow the audience you can choose, the size of the audience will decrease, and you will get a more refined audience that will work better.
If we talk about this in simple language, our motive should be to advertise the product to refine/filter the audience, not to be broader. If we choose the broad audience the conversion rate may get low and we would not be able to figure out which people are giving us the conversion.
Just setting up an eCommerce store and running Facebook ads for it, doesn’t mean that you will earn a lot of money. Facebook gives a lot of data to analyze the campaigns. But the key is in our hands that we have to perfectly analyze and track the data in order to make the right decisions for a high conversion rate.
To run profitable campaigns on Facebook is mainly to correctly analyze the stats given on the Facebook advertising dashboard.
Not all the metrics are displayed on the Facebook advertising dashboard to analyze. So now the question arises where to find those metrics to analyze the more data.
Below are the steps of it:Click on ‘Column: Custom’.
1. Click on the ‘Customize column’.
2. Click on the ‘Customize column’.
3. Enter the name of the metric you want to track/analyze.
4. Check the checkbox(es).
5. Save and give a proper name to the custom metrics. So that in future you will not perform the same step to find these metrics.
6. Click on ‘Apply’.
You can see now custom metrics are displaying on the Facebook advertising dashboard.
Let’s talk about which are the top 5 metrics for Facebook Ecommerce Campaigns on which we have to keep an eye on a regular basis.
1. Post Engagement
What is Post Engagement? This defines that, The total number of actions that people take involving your ads. For example, when users are liking your ad, commenting on the ad, sharing the ad, saving the ad, clicking on the ads, etc. These operations come under post engagement. This can only be done if the ads are really attractive, eye-catching, convey a fruitful message, etc.
This metric itself tells you that the ad(s) you are running is really liked by people or not.
If the Post Engagement is low then CTR(Click Through Rate) will become low.
If CTR is low it means fewer clicks on the ads.
Fewer clicks on ads mean minimum chances of conversion rate.
The clicks on the ads are directly proportional to CTR. The more clicks, the higher is the CTR.
Sometimes people give negative comments on the ads.
Tip: Don’t delete that negative comment just hide the comment. By hiding the negative comment the social engagement will not decrease.
If the user likes your product and seems to be like that it is really a problem-solving product they will definitely proceed to add the product into the cart and initiate the checkout process by filing the shipping and billing details. Also, if you are offering them an exciting offer on the affordable price product people will not think twice to buy.
Getting the number of checkouts is not enough until they are under target cost.
Here how you can measure the cost per checkout:
Cost per checkout = ad spent / total of checkout
This defines the number of purchase events tracked by the pixel on your website and attributed to your ads.
This metric displays the number of purchases resulted from the ads.
Let’s take an example, by looking at the number of purchases occurring today gives you the idea that which ad is performing well ow which is not. But keep in mind don’t make any quick action just only looking at a one-day data. Look on the past stats of purchase(almost 7-10 days), analyze it and then take the suitable action of either to pause the ad or to continue it.
Sometimes this kind of scenario also occurs that is, suppose there are too many checkouts but few purchases or no purchase. there may be some major reasons behind that. Some of them may are:
Maybe the user is stuck when they trying to increase or decrease the quantity of the product.
Maybe loading speed from the checkout page to payment info page may be slow.
Maybe the checkout page is asking for too much customer details which the customers is not willing to fill(link DOB, Occupation, Annual Income etc).
If you feel above points are may affecting the purchase then you can get optimise the website from any expert developer for better performance of the website.
Believe me, if the numbers are good enough in the purchase section at least you can take a calm breath. But the game is not over here. The other main metrics are still pending to review and analyze.
4. Cost per Acquisition (CPA)
Cost per Acquisition (CPA) is sometimes also called cost per purchase. It defines that the average cost of per purchase.
Here how you can measure the CPA:
CPA = ad spent / total of conversions
If you are getting a number of purchases but you can’t celebrate here the success until the cost per purchase is not under control as decided by you.
Obviously, if the CPA is high it clearly states you are in loos but if CPA is low you are in profit.
So firstly, it is important to analyze the CPA at the campaign level which gives the idea of which campaign(s) is performing well.
Then further go into the adset and check which audience is performing well or which is not. Here you may take the further decision to increase the budget of a well-performing audience and on the other hand pause the adset(s)/ which are not performing well to eliminate the wastage of money.
5. ROAS(Return On Advertising Spend)
Return On Advertising Spend, (ROAS), is a marketing metric that measures the performance of a digital advertising campaign. Getting the number of purchases is not good until you get the ROAS as per your expectation.
Suppose we are thinking to spend $100 a day and want to achieve a sale of $500. By this means you are expecting a ROAS of five.
Here how you can measure the ROAS:
Return on Ad Spend (ROAS) = conversion value / ad spent
At the initial stage, you will be doing a lot of testing to find the winning audience and you may get low ROAS. Once will you find the winning audience you may scale to achieve the target ROAS. If the ROAS is high, the more profit you will get. So keeping an eye on ROAS, at last, is very important to make the business highly profitable.
Analyzing the data is the skill in itself. Obviously, the above matrices are not enough to analyse the campaign performance. There are other important matrices too which we also have to track.
If we talk in short about which are the other important metrics to track, then some of them are Impression, CTR(Click Through Rate), CPC(Cost per Click), CPM(Cost Per Mile / Cost per 1000 Impressions), etc.
However, the above five matrices are the leading matrices which you have to monitor on a regular basis for tracking the e-comm sale from the Facebook ads.
“Lead Generation is a fair core activity to marketing” quoted Chris Brogan. Indeed it is, every business leader wants to generate leads. The difference is just that some of them are using traditional marketing and some of them are using digital marketing. There are many digital platforms available on today’s date to generate leads to hike the business revenue.
Generating leads is not a thing that can be achieved overnight. But when you knack efforts on the right platform, lead generation can reach heights like a skyrocket!
One of the best options is Facebook in terms of advertising. Approximately, Facebook now serves 2.37 billion monthly active users. Facebook has a huge database of its users. By advertising on Facebook, we can target specific people who may be interested in our product.
Let’s talk about How to efficiently utilize the Lead Generation Ads by Facebook
As our objective is already clear, we want to generate the leads for the business model. So we have to select the “Lead Generation” as the objective for doing lead generation ads.
Find your ideal customer
Statistics reveal that in 2019 approximately 2.5 people were active on Facebook. It is important to do audience research at the initial stage so that you don’t target the wrong audience in context to the subject. Facebook is giving us a very powerful tool that is “Audience Insight”.
Here we can get the idea about the type of people who are interested in your niche, in the form that Facebook page they like, what is there sex, age group, and geographical area. We can write down on any sheet to remember this research to target further.
You can also take help from Google what kind of audience is interested in your business model. The research will help to target precise audiences and the chance to convert them into the lead.
Attract Your Customer with presenting OFFER
Undoubtedly it is no less than a fact that offers attract customers. Give your best and valuable offers/s in your ads. This may tempt the viewers to see the ad at least for a few seconds. The offer may be in the form of either any FREE gift, FREE eBook, or any free valuable thing which solves the user’s need.
By giving such free offers, the user may take an interest in your ad and do sign up for your product. This is what is called a lead magnet process/method. After the lead magnet, you can show them paid products. Because the customer already knows you and is attracted to your Free offer.
Let’s understand this with a small example:
Let’s suppose you are selling a 7-Day free Facebook lead generation course. ‘FREE’ is the offer which attracts the user. Assume that you have acquired 1000 leads from this lead generation ad. This phase is called a lead magnet.
Now you have acquired 1000 leads from a 7-day free Facebook course, you can now re-target these 1000 customers to sell your paid eCommerce Facebook courses.
This phase is called a sales funnel.
Attractive Ad creative and ad copies
Let your ad be active and displayed on the front of the user. Now, why does the user engage with it? Your ad creative should speak about the value of your product. Your Ad copies and creatives really affect the CPC(Cost per Click).
Your Ad creative and ad copy should be eye-catchy. So design the ad creative in an attractive manner and write simple ad copies in simple English.
Pre-Launching Phase: Before launching an ad on Facebook, make a collection of primary text, headlines, descriptions, and creatives.
Launching Phase: Launch your first Facebook ad for lead generation by choosing the best creative ad copy from buffer media.
Post-Launching Phase: In this phase, you can test some different ad copies and creatives which were not performed well earlier.
Attractive Landing page.
Now the user clicks on the ad and moves to your landing page. Here it is a high chance that a user may convert into the lead if your content on landing is convincing and valuable. So provide more clarification on your product on the landing page which solves the user problem and suits this product/service best for him.
Here the user will make a decision whether he is interested in your product or leave the landing page. You may add some convincing popup windows to stop leaving the user so that he signs up for your service while leaving.
Download/Fetch the Leads
As you are getting the leads you can download the lead details.
Following are steps to download the lead details:
Click on the Facebook page.
Click on the Publishing Tool.
Click on the Lead Form.
Click on the Download.
By these above steps, all the leads will download in excel format.
Once your Facebook lead generation campaign is successfully running and you are getting a good amount of lead, do communicate them via either email or telephone. Through this process, you can give more clarity of your business model and working process to the client for acquiring the leads.
As your Facebook leads generation is kept on increasing the budget gradually to get more number of leads. By this you will acquire good email collection further the process will remain the same to pitch the client.
To spread the business more widely, social media is the best platform. When we are talking about social media, Facebook is always considered as the leading platform. Facebook has almost 1.45 million active users daily and nearly 2.45 million monthly.
Being a businessman if you are active on Facebook and not doing any kind of Facebook advertising you might be behind from your competitors.
Today we talk about How to create a Customer Lifetime Value Lookalike Audience on Facebook.
Before we create the lookalike audience CLV(Customer Lifetime Value), let’s come and understand what is Customer Lifetime Value and how to calculate it.
Customer Lifetime Value(CLV)
It is the prediction profit value that a user earns until the customer keeps buying from him or we can say that it is the total profit money which customers spend in your business to make you profitable until he is left buying from you.
This simply reflects that, the longer the customer is buying from you, the more you will earn and get profitable.
How to calculate Customer Lifetime Value
Here we are going to explain the above definition with the numerical example.
Suppose there is a shoe store. They are selling each shoe pair at $50 with a 15% profit. On average, a person buys a single shoe pair twice a year for five years.
So above numerical states that if a person buys a single shoe pair twice in a year for five years he will give you $75 of profit over that period.
Now we discuss how to create a Customer Lifetime Value Lookalike Audience
1. Click on ‘Ad Manager’.
2. Click on ‘Audiences’.
3. Click on ‘Create a Custom Audience’.
4. Click on ‘Customer List’.
5. In this window, Facebook gives guidelines on how to make the CLV life and what are the Identifiers in the CLV file. Facebook only allows either an excel sheet or CSV(Comma Separated Value for uploading the CLV.
6. Download List Template: Facebook allows you to down a sample CLV excel sheet.
7. See Formatting Guideline: Facebook allows you to first see the formatting guidelines for CLV.
8. Import from Mailchimp: If you have the Mailchimp integration then you can directly fetch the customer file from Mailchimp.
9. Click ‘Next’.
10. Now Facebook is asking ‘Does Your List Include a Column For Customer Value?’
Yes: It means you have to enter the customer lifetime value column on your list.
11. No: Just continue without entering the customer lifetime value column.
12. Upload your CSV file here.
13. GIve the name of the audience.
14. Click on ‘Next’
15. Confirm Custom Value Column: Here Facebook asks to select the value for CLV.
16. Edit data Mapping: Here you have to map the data accordingly to upload it.
17. Create an LLA (Lookalike Audience)
Here it is the final step to create the LLA. Just click on ‘Create Lookalike’ the LLA will create.
In this guide, we learned about how to create a Customer Lifetime Value Lookalike Audience. Cloning the existing customers and targeting them will really generate the best revenue as per my personal experience. This LLA gives a great advantage to generate more purchases.
Facebook is one of the biggest social media platforms having 2 billion people as its users. So this may be a great opportunity for marketers to take forward marketing on this platform so as to reach a large audience.
Billions of posts, interests, check-ins are uploading on Facebook daily, which collects huge databases. Here we can target a precise audience according to our business model.
Don’t panic when your Facebook ads are not performing well. There are many reasons why your ads are not performing well. Some of them are as follows:
1.Selecting a wrong Campaign objective
First, we have to choose the campaign objective according to our business model. You should be very careful as by choosing the wrong facebook campaign objective, the ads will travel on the wrong path.
For example, if your objective is to generate the sales and you have chosen the “Lead Generation” as an objective, then it will not allow you to show the “Shop Now” button in the lead generation campaign. This may decrease the chances of sales. Therefore, selecting the right campaign objective is the first priority.
2. Targeting the wrong audience
It is right that Facebook has a huge number of data to target the audience. But we can’t say that it is 100% accurate to give the best result. But if we target in a strategic manner it may give good results.
Now the question arises on how Facebook knows the interest of the audience. When users like any pages, upload check-in and perform any activity, it will collect as an interest. So right audience selection is good to produce a result. This can be done with audience research through the Facebook audience insight tool.
3. The audience is too Broad
Targeting the broad audience may result in more clicks and less CPC, but you can’t identify which people are really interested in your ads/products. Broad targeting is fruitful where you are doing brand awareness for promoting your brand or product. But when you want to generate leads, you should precisely have a target audience to get the best results/leads.
4. Ad Copies and Creatives are poor
When people see your ads then there is a reason why people engage with it. It’s all about the ad copy and creative of the ad. The ad copy and creative majorly affect the Cost Per Acquisition(CPA) and Cost Per Click. Write your best offer/s in the ad copies to convert the user into a customer.
If your creative and ad copies are not eye-catchy then you may lose the lead. Your creatives should describe the meaning of what the user wants.
Write simple language that must be easy to read and should be understandable. Don’t use difficult synonyms to write the copies. The easier the ad copy, the more chances to generate conversion.
You can use Buffer Media Plan to simplify the work:
Pre-Launch Plan: Before launching any campaign on Facebook, you should have a buffer(stock) of ad copies & creatives ready. At least you should make 50 ad copies & 30 creatives to test the different angels.
Launch Plan: Launch the campaign by selecting the right object with your ad copies and creatives you have made.
Post-Launch Plan: Here, you can test new ad copies and creatives which earlier failed to perform well.
5. Choosing the wrong or no CTA(Call To Action) Button
CTA also plays an important role in the ads. If you are not using the CTA button then users don’t know where to click in ads.
Suppose you are running the ads to sell the beautiful charm bracelets and you didn’t add any CTA button. Now if a user likes your product now where he clicks? So, the CTA button convinces the user to click on the ad to buy the product. By this, you may generate sales.
It depends on you – how good you are in strategy making, creatives, writing ad copies for Facebook ads. Once you find the right strategy to target, Facebook will start giving you the best customers. Make sure you keep an eye over analyzing the results daily and weekly basis and fetch significant data to duplicate into other campaigns.
Creatives are an important part of the advertisement that express thousands of words to the users. Facebook recommends the best ad sizes and specifications for the better performance of the ad.
You need to update with the ad creatives dimension for displaying the ad on Facebook.
On Facebook, we can mainly use the creatives in the form of:
Facebook Image Ad Sizes and Specifications
Images are mostly used in a creative way in terms of Facebook ads. Most of the advertisers choose an image to express their product/service to the users. The image should be designed well which must grab the attention of the user.
Images in Facebook ads are used in different destinations like in Feeds, Collections, Carousels, Marketplaces, Stories, etc, with display formats of either Desktop or Mobile. Facebook allows only 20% text on the image. For checking the text on your image you can check it by this tool. https://www.facebook.com/ads/tools/text_overlay
1. Facebook Feed Images
The ads are displayed in the news feed of Facebook where usually we see the posts of the users.
File type: jpg or png
Image ratio: 1.91:1 to 4:5
Recommended resolution: Upload the highest resolution image available.
Text: 125 characters
Image ratio: 1.91:1 to 1:1
Recommended resolution: at least 1,080 x 1,080px
Headline: 25 characters
Link Description: 30 characters
2. Facebook instant articles images
Instant Articles are the article that opens on Facebook. It opens 4x faster than a website which decreases the bounce rate. News and content/blogs are published in this section.
These are video ads that are shown in Facebook feeds. Always use high-resolution videos for the ads with audio. The thumbnail image of the video should not be more than 20% of the text. It will reduce ad delivery.
Retargeting itself means targeting again a specific audience/user. If anyone sees the ad on Facebook and doesn’t make a purchase or desired action then digital marketers retarget those users who didn’t make the desired action with an affordable discount/deal.
Now the big question arises: is retargeting really works or not?
Yes! Many digital marketers say remarketing really works and increases the conversion rates up to the best percentage.
The CTR of retargeting ads goes 5-10% higher than the normal ad.
Up to 50% of website visitors are mostly converted by any offer given through retargeting ads.
Some people are willing to buy the product when they see a Facebook ad for the first time. But in the real world, there are chances that any immediate instance took place while at checkout and eventually they left the purchase process, such as :
Any urgent call they received.
A home doorbell rang and they were busy gossiping with the person at the door.
Your kid was crying and you ran after him/her.
They feel the shipping cost was more than expected.
They feel the price should be lesser than demanded.
Today we will discuss How to set up a Facebook retargeting campaign step by step.
A. Install the Facebook Pixel on the website
Facebook pixel is the line(s) of the code which has to be installed on the website. This code is used to track the audience’s flow on the website.
If we talk in-depth, pixel gives us the data that states that how many users are visiting the website, how many of them land to the targeted landing page, how many of them are doing ATC(Add to Cart), IC(Initiate checkout) and actual purchase.
Steps to set up the pixel.
1. Click these dots “:::” at the top left of the ad manager.
2. Click on the “Event Manager”.
3. Click on “Add New Data Source” and select the ‘Facebook Pixel’.
Facebook then shares the code of the line which is the pixel and guides you on how to set up the pixel on the website. Facebook automatically integrates the pixel with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Wix, and WooCommerce.
You can also copy and paste the pixel code manually in the header(<head>) section of the website.
Let us take the quick sample stats the events track by the pixel:
B. Create a Custom Audience(s)
The Facebook pixel helps us to create the custom audience according to the behavior and actions taken by the user.
The following are the steps to create the custom audience.
Create the custom audience by Website
1. Click on the “:::”
2. Click on the “Audiences”
3. Click on “Create Audience”
4. Click on “Custom Audience”
5. Click on “Website” under ‘Use your sources’
6. Select the appropriate pixel
7. Click on the Event’s dropdown pane.
8. Select the event of which you want to create the audience.
9. Enter the number of past days to create the audience.
10. Give the proper name to the audience.
11. Finally, click on ‘Create Audience’.
You can also make the customer audience by uploading the list of old existing customers for upselling.
1. Click on the “:::”
2. Click on the “Audiences”
3. Click on “Create Audience”
4. Click on “Custom Audience”
5. Click on ‘Customer List’ under ‘Use your sources’.
6. Here you upload the CSV file with Name, Email, Phone numbers.
Facebook will find these details on the Facebook profile database and display the retargeting ad(s) to them.
C. Setup the Retargeting campaign
Now at this step, you are actually able to set up the retargeting campaign.
1. Click on the “+Create” button to initiate the process.
2. Select the campaign objective.
It is a very important step to select the appropriate objective of the campaign because the Facebook algorithm works accordingly.
Suppose if you select the “Video Watch” as the objective then Facebook shows the ad to people who mostly like to watch the videos and if you select the “Conversion” as the objective then Facebook displays your ad(s) to those people who are more likely to do the conversion.
3. Give the proper naming to the campaign
Make a rule while doing the digital marketing ads that always give the appropriate names to the campaigns and ads. It will ease us to read, judge, and determine what is inside this campaign(s) and ad(s).
4. Enter the daily budget
5. Click on “Continue” for proceeding to the ad set level.
Ad Set Level
6. Enter the appropriate name of the Ad Set.
7. Select the optimization delivery of the ad.
8. Select the conversion event
9. Enter the custom audience to who you want to target.
Here I’m targeting the people who did ATC(Add to Cart) in the past 30 days and excluding the people as well who already made the purchase in the past 30 days.
The reason for excluding the people ‘who did purchase in the past 30 days is that they have already purchased the item, why should we burn money to show them the retargeting ad.
By this, our audience gets refined.
10. Enter the location(s)
You can enter the location(s) by zip codes, city names, states, and countries. You can also add multiple locations. Further, you can refine the location by:
People living in or recently in this location
People living in this location
People recently in this location
People traveling in this location
11. Select the age bar from 18-65+.
12. Choose Gender.
13. Enter the Language.
14. Select the Placement of the ad.
It defines that you have to select the platform where you want to display your ad. Facebook recommends the Automatic Placements because the algorithm automatically chooses the platform where the ad will perform the best.
But you can also choose Manual Placements to show the ad on a specific platform according to your choice.
15. Set the Schedule of the ad.
You can either enter the Start Date and End Date of the ad or choose ‘Run my ad set continuously starting today’.
16. Click “Continue” to proceed to make an ad.
17. Give the appropriate name to the ad
18. Select the Facebook page that determines your business
19. Select the Instagram page of your business
20. Choose the format of the creative either image, video, or carousel.
21. Select the media as per your choice by clicking on either image or video
You can also create the slideshow by collecting the images.
22. Choose the images from an image pane.
23. Click ‘Continue’.
24. Write an exclusive and convincing ad copy that attracts the user/customer. As we are making the retargeting ad you must give the affordable offer to the audience so that they can attract offers too.
In this ad copy, I’m giving the offer to the audience that 20% OFF on pre-wedding shoot plus ten couple images FREE in big size. By this kind of copy, converting chances become high.
25. Enter the URL of the landing page of your website by where you want to land the user when they click on the ad.
26. Enter the display link which you want to display on the ad.
It is optional to display. You may skip this.
27. Click on “Create”.
Your retargeting ad is now created.
This is a step by step guide to set up the retargeting campaign. Start your retargeting campaign today to convert the user into a customer who left the cart without making the purchase. Plan your remarketing strategy, make the custom audiences, create creatives that attract the user with exclusive offers, and launch the campaign.
Retargeting is all about making the ‘custom audience’ and target with an affordable offer it can be a FREE PDF on a digital marketing course, 10% OFF on first purchase, 50% cash-back by referring to a friend, etc.
Make sure to do A/B testing to find the winning ad and scale it further.
Have you heard about Facebook Business Managers? Do you want to manage your ad account and Facebook page in a proper manner for making the ads? Well, your wish is granted!
A business manager is a tool of Facebook by which we can organize and secure the ad account. Business manager also allows us to give access to the person of our choice for the ad account by assigning them a role. This is a way to ensure your Ad account is secured.
Add the details for creating the Facebook Business Manager
Your Business and Account Name
Your Business Email
You are just one step behind to create your first Facebook Business Manager. Fill the final details for creating Facebook Business Manager.
Select the Country
Add the Street Address
Add the Street Address 2/Locality
Enter the City
Enter ZIP /Postal Code
Enter Business Phone Number
Enter the Website URL
Now you’ve created the Facebook Business Manager
Add the Facebook page in Business Manager
If you don’t have the Facebook page. You can create it by clicking on “Create Page”. In my case, I have the Facebook page so I’m clicking on “Add Page”.
Enter the name of the page in the text box area.
Click on ‘Add Page’.
Now you can see the page is successfully added in the page section with some stats.
Now add the people in your Facebook Business Manager
Click on the ‘People’ under ‘User’ Tab
Click on ‘Add’
Enter the email of the person you want to add to your business manager.
Assign the business role to the person.
a)Employees Access: By assigning employee role he can only work on assigned accounts and tools
b)Admin Access: Admins have full control over your business. They can edit settings, people, accounts and tools.
Select the Asset type
From the page tab, I have selected my business page to give access.
Further, select the page role permissions
Click on the ad account for choosing the account for access.
Select the account for which you have to give them access.
Set the permissions.
The invitation has been sent to the person.
You can see the ‘pending’ in red color, which means the person has not accepted the invitation yet. When he accepts this invitation it turns into acceptance.
Sharing your Business Manager with a Partner.
To share a Facebook business manager with a partner you need the Business Manager ID of the partner.By adding a new partner in the business manager you are allowing them to access assets which your business owns.
The following are the steps for the Facebook Business Manager with a Partner.
Click on ‘Partner’ under the user tab.
Click on ‘Add’ in ‘Partner to share assets with’.
Enter the Business manager ID of the partner
Select the asset type. First I am selecting a Page.
Choose and select the chosen page for giving access.
Set the relevant permissions.
Click “Save Changes’.
Click on ‘Ad Accounts’.
Choose and select the account to give access to the partner.
Set the permissions accordingly.
Click ‘Save Changes’.
Your Business manager has been shared with the partner.
This is a step by step guide to creating the Facebook Business, adding people in a business manager, and sharing the access of the business to the partner. If you get stuck at any point comment below. We will be happy to help you.
If you ever think of searching an example for quality over quantity, no example other than SEO can beat it!
SEO is not just about driving traffic, making it attractive, etc. The foundation of SEO is its content.
It further leads to the core point, the content shouldn’t be just some information, it should be having quality content and should reach the targeted audience.
Nowadays, numbers of eCommerce businesses pay for promotions, advertisements, email marketing, social media, and various other platforms.
Undoubtedly, these are topmost productive platforms to enhance the business but would these platforms carry the same value if they don’t deliver powerful content in context to its targeted audience?
In the end, it’s all about the level of relevancy that your content carries with respect to the targeted audience.
Whilst, what would be the best content type to formulate into a perfect SEO content? Well, there are many but it is important to know which are the leading ones; as listed you can find them below:
There is a reason why this factor is leading amongst all. Well, the fact is that there is not just one reason but there are numbers of them.
Social Platforms such as Youtube are considered by the majority of the audience especially when it is about gaining knowledge and entertainment.
According to a survey, videos on Facebook are watched around 100 million hours per day.
Explaining your product by showing it in the video attracts the viewer from a realistic point of view. Listening to the audio which is about the product gives them more clarity about it, this sort of demonstration is the golden key to make your product/service attractive to thousands and millions of people at the same time.
It works like magic in terms of the sale of a product. Like it is done in most of the videos that product is seen, used or tested with its description during the video it works like wonders! It makes the potential or interested viewer make a personal connection with the product when they can see it being used.
Try to make your video more about these three categories; Product videos, how-to or DIY videos, and emotional videos.
Content-based on such categories will most likely attract viewers more than you’ve been expecting.
2. Create Custom Images
Image is the reflection of the product or service you are offering to the audience. Images play a very significant role as a graphic description of the product.
Ecommerce business is all about selling products. The introduction of the products by the means of Images tends to have a very strong influence. If you’re planning to promote your products, launching a campaign, or plan to gain attention on social media, putting up the images about the product or service will bring forth more clarity to the audience.
Make sure you are putting up the images which depict your brand. Be very selective about the images that you select for your product, as the same shall be used via email-marketing, landing pages, and social media posts.
3. Blog Posts
Written content plays a very significant role in the E-commerce market despite other digital factors. Written content has its own importance from an introduction to the description of the product.
Above all, this is one of the most cost-effective factors as a way to drive traffic to your website. A blog offers information for consumers at all stages of the buyer’s journey to purchase the product.
Proper blog content will help you to build your brand image, showcase what your brand deals in and posting content that can be further shared on social media.
4. Customer Review
Customer reviews hold one of the biggest advantages that is to influence other customers. Reviews have the power to gain customer’s interest and create an urge amongst the customers to interact with the company.
Statistics show that the majority of online shoppers consider reviews to judge the product from a realistic point of view.
This also gives the company an opportunity to interact with them, which builds emotional connection; this has remarked to create 23% of the revenue for the business as per research.
We have shared the top 4 content strategies with which you can boost up your eCommerce marketing strategy.
It is important to acknowledge the fact that the content needs to be relevant as per your customer’s interest. This is how it will help you to engage the audience. Comparatively, it will help you to have more ROI than traditional advertising.
The strategies mentioned are based on the experiences of our experts. We are quite hopeful that the same shall be progressive for you.
We would love to hear about which one of these worked out the best for you. Feel free to let us know!
Most advertisers always have a question: “Which are the best Facebook ads spy tools?”.
The reason behind this question is that they actually want to monitor their competitors that what kind of ads they are making for their services/products, what is the strategy, what are the creatives they are using, what is the landing page and other stuff.
By this, they can do a deep analysis of their ads to make it better from the ones of competitors.
There are many Facebook ad spy tools but some are famous tools which usually many facebook advertisers use.
So let discuss some Facebook ads spy tools for 2020
PowerAdSpy is the best and powerful ad spy tool for Facebook. This tool has a huge amount of data collection of creatives, copies and headlines.
This tool helps you to find hidden niches. This will be a big plus point for you to work in that particular niche to earn more probably because of fewer competitors.
You can filter the ads by its positions. Like you may filter the ads that only display either in News Feed, Right Side or in Stories etc.
Filter the ads by country. This spy tool has data stored worldwide. So you can filter the ads in any country.
You can filter the ads by its CTA(Call To Action) button. Suppose you are running the e-comm ads and also to research the ads with the ‘Shop Now’ button. Then you have the option to research the ads by its CTA ‘Shop Now’.
Magic Adz is one of the best Facebook ad spy tools.
This tool is specially made to spy the e-comm and affiliate marketing ads.
It helps the advertisers to find the hidden Facebook ads with their landing page. This helps the advertiser to do a deep analysis of the landing page, strategy and sales funnel.
Marketers can explore numbers of Facebook ads daily from 50+ countries.
You can research by any keyword that is lying in either ad copies, comments, on their landing page.
Marketers can filter e-commerce ads by just single click from e-commerce platforms like WordPress, Drupal, Shopify, etc.
Advertisers can find best selling products in markets.
Affiliates can filter the affiliate ads by just single click from 22+ verticals.
AdSector is another Facebook ad spy tool that you will really love to use.
By using this tool you can find the best performing ads in the niche you are working in and find the competitor’s ads to make your ads better and winning from them.
AdSector allows you to filter the ads by interest. This gives you more clarity about the audience’s insight for targeting your ad.
By this tool, you can download the landing page by just a single click.
Adsector gives the best analytics in the industry. You can find the details of the ad on one page, by this, it makes it easy to analyze.
You can find the ads by images as per your niche.
4. Social Ad Scout
If you are looking to use an exclusive Facebook ad spy tool then you choose this tool. Social Ad Scout is a great tool. The database of Social Ad Scout has stored millions of ads from 21 countries.
Also, there are a number of filters available to filter-out the ads according to your choice.
You can research the ads for both mobile and desktop ads.
You can research the ads through detailed targeting. For example: which kind of ad(s), competitors are showing to guys of age 25 and people of 50+ in the same niche.
You can download the landing page. The landing page will be downloaded in a zip file.
By this tool, you can research the ads breaking down the targeting.
This spy tool gives you extreme features like you can research the ads by redirects so that you can target software such as Voluum.
ADSPY is the powerful ad intelligence spy tool that has 75+ million ads in 80+ languages across 195+ countries. This makes it a powerhouse of ads.
You can filter the demographics like age, gender.
You are able to see when the ad was originally created what is last seen of the ad.
You can filter the ads by the technology used like Shopify, Woocommerce, Magento, etc.
You can also sort the ads by daily likes and total likes.
ADSPY allows filtering the ads running on specific platforms like Facebook and Instagram.
There are a number of ad spy tools with their pros and cons. You have to just remember one thing that there is no such perfect tool that fulfills your all research needs. Even in the above tools, you can find that one special feature in a single ad spy tool is may not present in another tool.
Note: Please don’t copy or replicate the ad copies, creatives and other things which your competitors are using.
These tools are just to take a hint about what your competitors are doing. Just take the idea from there and use your own creativity to become different from them.
Facebook marketing is not easy marketing, especially for e-commerce but it is worth the investment.
Facebook has over approximately 1.5 billion daily active users, so to productively reach an ideal customer you should have proper pre-planned strategies to pitch them.
If you run a Facebook campaign for eCommerce without any preparation, the campaigns will not generate more sales and you may face a heavy loss. To run a profitable campaign on Facebook it’s necessary to keep updated with the latest eCommerce strategies.
Let’s discuss some rocking strategies which we are usually using in e-commerce ads.
1. Take advantage of Dynamic Product Ads
Many e-commerce marketers prefer dynamic product ads to acquire high ROI.
If you have a large number of products on your eCommerce store you should definitely go for dynamic product ads. With these kinds of ads, you don’t have to make the ad for each product in the sales catalog.
The template of dynamic product ads will automatically fetch the product title/name, product price, product description, and other relevant information.
With dynamic product ads you can advertise single or multiple products on Facebook to users with there engaged behavior like who visited your store, do add to cart, checkout, or even purchase(for upselling).
2. Use Multi-Products Advertisement
As the name suggests, this kind of ad will help you to advertise multiple products in a single time.
These kinds of ads allow the user to select the product according to his wish.
Here the chances of a conversion rate increase because the user is viewing multiple products at a time and spending little more time as compared to static image ad.
Multi-product ads are more productive than standard image ads.
According to a study, after using multi-products, some companies acquire up to 300% increases in their CTR(Click Through Rate).
According to Adobe:
The CTR hikes from 50% to 300% after using multi-products ads.
The CPC(Cost Per Click) drops up to 35% just because the users are engaging more with multi-product ads.
Got CPA(Cost per Acquisition) under a defined amount even less than that.
3. Do run retargeting campaigns
You have mostly seen that many people visit the mall and end up doing window-shopping.
The question arises – why they left without shopping? Maybe they didn’t like the quality of the product or were looking for some best offers.
The same scenario also arises in the eCommerce store. Users visit your eCommerce website, ATC(Add to Cart) and leave the website with completing the shopping.
Why did we lose those users who did ATC? Think about the possibility if we convert all of them into customers Or even if we do 50% -75% of them.
Here, you should run a retargeting campaign to knock their door again. These kinds of customers need a little push with an exciting offer.
Now retargeting can be done in funnels:
(i) MoFu(Middle of the Funnel):
As you already have a good social engagement by running the ad long you can retarget the following audience:
FB engagers past 30 Days
Instagram Engaers past 30 Days
Keep educating these two audiences with video testimonials, why they really need this and with a discount.
(ii)BoFu(Bottom of the Funnel):
In this funnel, again you have to make the custom audience the same as we did in MoFu.
But the difference is that, here, you have to make a custom audience who did ATC and IC in the past 7 days.
These users are very important as they have recently done activity. These users need a little push with discount offers to convert into customers.
4.Run Post-Engagement Campaign
What should I personally use in my client’s campaign that I maximum times run a post-engagement campaign to support the conversion campaigns. This increases the social engagement of the conversion ads and wins the trust of the users that there is something special in this ad because it has many likes, comments and share. The heavy social engagement mostly compelled the user to click on the ad at least once.
Let understand this above strategy with an example:
Suppose you are running a conversion ad for the T-Shirt. Now you set up a post-engagement campaign as per you per targeting and create the ad of the existed ad of the T-Shirt of a conversion campaign. This is done by copy the post id of the original ad.
In the post-engagement campaign, the Facebook algorithm focuses to increase the engagement in the form of likes, comments and shares. This social engagement automatically refects in the original T-Shirt ad of a conversion campaign.
5. Use Lookalike Audience(LLA)
You can create a new audience by the past behavior of the users. Facebook research the most relevant users who will more likely to engage with your ad. To make the Lookalike audience first you have to create the custom audience, then you will able to make the LLA. Try to use 0-1% of LLA more because it is more related to the custom audience. You can also make the lookalike of your Facebook page fans.
I always use lookalike audiences in my client’s campaigns which mostly return high conversion rates.
There are also more strategies for the Facebook ads because every niche has a different scenario but these are basic strategies that most digital marketers apply in their ad campaigns. The more Facebook ads you will do, the more you learn to make the strategies. By concluding it all about the experience.
“If you aren’t getting rejected on a daily basis then your goals aren’t ambitious enough,” said Chris Dixon.
“Rejection” this word has its own negativity yet holds the strongest power ever. I hope my reader is all set to get rejected because that’s how you understand in your work, where the loopholes exist.
If you are a digital marketer and have done Facebook ads ever, you may have faced ads rejection for at least once or twice. If you are one of them, then you might always have a question about why your Facebook ads got rejected.
Facebook has its own ad policy. If we run the ad against its policy it surely disapproves or rejects the ad/s.
Let’s discuss some top 7 reasons why your Facebook ads get rejected.
1. The Image/creative has heavy text.
Many advertisers write text on the image to display the benefits of the product. This makes the text look heavy. Facebook suggests only 20% text on the image or textless image for the advertisement.
Facebook analyzes the image into four tiers:
Image text: OK – Your advert will run normally (strongly recommended)
Image text: Low – Your advert’s reach may be slightly lower
Image text: Medium – Your advert’s reach may be much lower
Image text: High – Your advert may not run
Facebook counts numbers, logo text/alphabets as a text.
Tip: If your image is out of green light then there is a crack that you can try to reduce the size of text, logo and other items on the image.
You can check your image/creatives here for the image text check.
2. Using capitalization in ad-copy
Many advertisers think that writing the ad copy in CAPITAL WORDS will attract customers. But this is not an effective way to attract the user’s attention. There are high chances for the rejection of the ad.
Tip: Use short form. Make the creative in such a manner it itself says 100’s of words.
3. Advertising banned topic in ads
Facebook never allows any marketer to promote banned products on Facebook. This is against its ad policy. Some of the banned topics are mentioned below:
Vulgar words in ad copy and description
Penny Auctions, etc.
So, make sure you don’t make ads on banned topics. Facebook will reject that kind of ads and the ad account may also get banned.
4. Using images that target any body part.
For example, some advertisers make the ads on itchy cream and try to advertise the images where the person is itching on his specific body part. These kinds of images are rejected by Facebook. To avoid such rejections, make sure not to use images that target any body part.
5. Using Irrelevant Landing Page URL
You have to use the actual landing page URL in the ads. Some advertisers think that they can make fools of the Facebook algorithm by using the irrelevant landing page. But Facebook is smart enough to figure out these foolish tricks easily. If the advertisers will use completely different landing pages that are not relevant to the ad, Facebook will reject that ad. So, the landing page should be relevant to the ad.
For example: Suppose an advertiser is doing ads for any fitness gym where its landing page URL is let say ‘abc.com’ but he is using the dating website URL let say ‘xyz.com’ in their landing page section. The Facebook algorithm will notice this thing and reject the ad. This may also further ban the ad accounts. So always use the appropriate landing page URL in the ad.
6. Using bad words.
Facebook reads all the words in the ad copy, headline, description and even written on the images. If anyone writes abusive language in the ad copies, Facebook immediately rejects the ad and in these cases, there is a very high risk that Facebook can reject the ad account and even business manager. So avoid any kind of abuse and bad words in copies.
7. Using irrelevant images in ads.
Sometimes advertisers use irrelevant images in their ads.
For example, Someone is advertising wristwatches on Facebook and instead of a wristwatch image, they are displaying wall clock images. This can be counted as a mistake that may further cause you an ad rejection. Also, Facebook doesn’t allow advertising of any adult images. So, avoid these kinds of images to save the ads from rejection.
There are various other possible factors for ad rejection; instead of letting those factors overcome, it is better to follow the points (as stated above) to avoid rejections and make sure Facebook shall run successfully.
There are various other factors too for ad rejection. But the above-said tips are basic tips that are important to keep in mind while making Facebook ads so that Facebook ads will run normally.
Before launching any Facebook ad, first, you will need to read the Facebook ad policy. Below is the link to Facebook Ad policy which includes the Dos and Don’ts along with the instructions.
Many people want to advertise on Facebook and are looking to set up their first Facebook ad campaign. Today we will discuss for those beginners who want to set up their Facebook ad campaign.
The ads are run through Facebook’s ad manager. You can reach to Facebook ad manager by the link.
Before making any ad first you have to be clear with ad objective. By this, it means what kind of ad you want to advertise either it is lead generation ad, conversion ad or any post engagement ad, etc.
In the above image numbering is defined as follows:
Main Account Overview
See all campaigns
View all the ad sets and/or check ad sets from the selected campaign.
View all the ads and/or check the ad from the selected campaign.
By clicking on the Create button you are able to create the campaigns.
Let’s learn how to setup/create a Facebook campaign
1. Click on “+Create” Button
Click on the green “+Create” button to set up your first Facebook ad campaign.
2.Select the Campaign Objective
Selecting the campaign objective is very important because of algorithm work according to your campaign objective. So it is very important to select the campaign object carefully to generate good results. So you select the campaign objective according to your business model.
List of Facebook campaign objectives that are available:
Product catalog sales
3. Give a proper name to the campaign(s)
The naming convention for the ad campaign is good to identify the campaign. This can easily manage and organize while doing an analysis.
For example, I am choosing the “Page Like” campaign by selecting the “Engagement” campaign. So I can give “Page Like April 5, 2020” as the name of the campaign. By this, I can easily get to know that I made this campaign on 5th April of 2020. Isn’t it easy?
After giving the name click on the “Continue” button to proceed further.
4. Setup the audience in Ad Set section
Give the proper name to Ad Set too. I am targeting the India location so I am giving “India” as the name of an ad set.
Select the Facebook page from where you have to advertise.
Target the appropriate audience from the audience section.
Location: Choose the location where you want to advertise. It can be either city, state or country. You can also target multiple locations as well. In location there four option available further:
People living in or recently in this location
People living in this location
People recently in this location
People traveling in this location
Age: select the age from 18 – 65+
Gender: Select the gender
Languages: Select the language. You can here add multiple languages too.
Detail Targeting: Select the relevant interest according to your niche. Once you add one interest, Facebook will give you more suggestions that will be relevant to your selected interest.
Placement: Choose the placement. Facebook gives two options for selecting placement.
Automatic: Facebook automatically shows the ad on different platforms. I recommend you to select automatic placement at the beginning.
Manual: Here you can select the advertising platform according to your choice.
Budget & Schedule: Here you have to enter the daily budget. Select the Start Date and End Date for the ad.
Press the Continuebutton to move further.
5. Setup the ad in the Ad section
1. Give the relevant name of an ad.
2. Select the Facebook page which represents your business.
3. Select the format of the image/video for the ad.
4. Select the image/video. But make sure you must have to read the suggestions while uploading the media.
5. Write the best ad copy. Your ad copy must be simple and easy to understand. So that people easily understand what you are trying to say in the ad. As I am running the Page Like ad there is only the option to write the Primary Text.
But when you will run Conversion Ad, there will other options too:
Landing Page URL
Selecting the Call To Action(CTA) button
6. You are able to see the preview of the ad on the right side.
7. Press “Confirm” to launch the ad.
After launching the ad Facebook will take some time to review the ad to confirm that the ad should be made according to its ad policy. If your ad will seem perfect according to the ad policy then the ad will activate.
How much do you care about your customers? How much is your customer educated about your product?
Have you ever thought about it? Ever thought about “FACEBOOK SALES FUNNEL”?
There are over 2.37 active monthly users on Facebook today and nobody logs in to just buy anything. Most of them log in to see how their social network is behaving, what their friends are doing, share their own pictures and memories. They don’t really come to buy products on Facebook.
So, what makes them buy a product? What, as a marketer are we suppose to do to enhance their existing world?
Most of the advertisers ask the audience for sales over and over again, test out multiple CTAs, audiences, creatives, ad copies(sales-oriented) and pray that their audience buys their product.
But as a “smart marketer” you should be building awareness, providing value, and getting the “trust” of your audience before asking them for direct sale(if they need to).
And that’s where the sales funnel comes into act.
In this post, we’ll walk you through every single step of a funnel & will detail out what you need to do to set up a successful sales funnel in Facebook Ads.
Buckle up as this is going to be a long ride!
The funnel to our right is the basic view of what a funnel looks like.
We will take this funnel as the backbone of our Facebook funnel & will build our campaigns around it.
Each stage in this funnel corresponds to the following:
Awareness Stage – This stage corresponds to COLD/ToFu campaigns in your Facebook Ads. In this stage, your audience is fairly new. They have never interacted with your website/brand ever before.
Engagement Stage – This stage corresponds to WARM/MoFu campaigns in your Facebook Ads. In this stage, your audience is acquainted with your website but don’t have confidence/trust in your product to buy it.
Conversion Stage – This stage corresponds to HOT/BoFu campaigns in your Facebook Ads. In this stage, your audience has enough trust in your product & now you can openly ask them to buy your product & the conversion rate is highest in this stage.
Let me walk you through every step one-by-one.
But before we start, it is very important that you’ve set up Facebook pixel accurately on your website as it holds 90% of the audience data & if it is set up in a wrong way, it can literally mess up with your audience & profits.
Top of the Funnel – ToFu/COLD Campaigns
In this section, the users who will interact with your ads will be the ones who have never heard of your brand before.
These people are the ones who have shown interest in your ads as your ad may be too interesting or it may have shown a solution to the problem that she/he might want to overcome. These are least likely to purchase or take any desired action on your website.
These are some of the examples of what your audience should consist of while setting up a cold campaign.
Lookalikes of Purchase, Initiate Checkout, Add to Cart, etc
PRO TIP: Make sure to exclude Website Visitors, Facebook Engagers from this audience. This way you will ensure that the audience is purely cold and you are not targeting any previous visitor.
Since the objective of this campaign is to establish a connection between users and your brand, the ad copy & creative should be less of sale-oriented and more of a solution providing or feature-oriented, such as:
Lead Magnet Squeeze Pages
Single Images, etc.
At the end of this stage, people will be acquainted with your brand and now it’s just about warming them up & getting their trust in us to buy the product.
Middle of the Funnel – MoFu/WARM Campaigns
This audience consists of people who have engaged with your brand or website but not made any sale-oriented action like ATC, IC, etc. on your website recently.
But so far, they have indicated no interest in buying from you.
These people need to be educated about your product and brand to get their trust in your brand and convert this warm traffic into purchases.
Obviously, the warm audience consists of the people you have accumulated in the Cold campaigns. Here are some of them:
Video Views 95%
Video Views 75%
Instagram Engagers, etc.
PRO TIP: Make sure to exclude ATC, Purchase, IC from this audience. This way you will ensure that the audience is purely WARM and you are not targeting any bottom of the funnel audience.
Now your goal is to convert someone who already knows about your brand and product, the main objective here is to nurture them to get their trust and confidence in your brand. Ads and content in these campaigns will be:
Product Feature Images
Product Feature Videos
At the end of this stage, a good number of users should already have converted/purchased from you or at least will have confidence in your brand.
Bottom of the Funnel – BoFu/HOT Campaigns
This is where your ROAS will jump exponentially and CPA will get lowered down.
This is the real cream!
These people have recently shown interest in your brand/website by taking some desired action like ATC, IC, subscribed to the newsletter, followed your Facebook page, etc. but didn’t actually purchase any item from the website.
They are well educated now about your brand/product and thus need a little push to make the final purchase.
This hot audience is actually a warm audience that is well educated & knows really well about your brand. Here are some of them:
View Content – 14D
Add to Cart – 14D
Initiate Checkout – 14D
Email Subscribers – 30D, etc.
PRO TIP: Make sure to exclude the bottom level audience from the upper one to make sure your adsets are properly segregated. For example, exclude Initiate Checkout – 14D from Add to Cart – 14D adset.
Congratulations, you’ve done well so far.
Users are now standing on the verge to become your lifetime customers. It just needs a little push now. Ad copies for this audience need some key elements like scarcity, offers, FOMO to really hook the users to buy the product.
Ads and content in these campaigns will be:
So, you have really made this far, wow. I have a gift for you if you really are so passionate about learning. 🙂
There is a secret!
The Fourth Step of the Funnel. Yes, you heard it right!
It isn’t enough to attract new users and give them reasons to use the product.
For steady business growth, you need to hold them for a long time by creating a long-term relationship.
For any e-commerce store, Customers’ Lifetime Value (CLV) plays an important role in making that store a brand. A study says that acquiring a new customer costs 4-5 times more than retaining him.
There’s not much content you can create to help facilitate a good post-purchase experience — apart from just creating a great product, having good customer support, and providing an exceptional post-purchase experience. If you have a great product that solves a problem, post-purchase behavior will take care of itself.
There are few strategies to follow for greater customer retention rate, like:
Upselling, and more.
Not all marketers know about the concept of COLD, WARM & HOT traffic and how to best target them separately. You’re missing out on a lot of customers if you’re not properly targeting these audiences and providing them relatable content.
Remember, the traffic you are targeting consists of people with different needs and different knowledge levels of your brands and products, and you must warm your audience, make them educated, get trust in your brand & use the power of FOMO for better conversions.
I am currently working on a guide to give you a deeper insight into all 4 stages of sales funnel with an example of one of our live accounts. Subscribe to our newsletter to keep updated with the latest tips, tricks & techniques for e-commerce marketing.
$5 per lead, that too for monthly LAUNDRY subscription. How cool is that?
This client approached us with a goal – “Get me 100 leads in 30 days within $70 CPA”. But with high-level targeting & custom lookalikes, we just didn’t get him the leads but also lowered the CPA to merely $5.75.
The cherry on the top was the average conversion rate was 63%. Yes, out of 100, 63 became actual customers.
How did we achieve it? It’s pretty simple yet commendable.
Read below the factors that played the most significant roles in achieving the target:
Factor #1 – Creatives
The creatives that we used were highly targeted to the stage in which the customer was present in.
For the COLD audience, we used general videos showing hitting them with different angles like “no time for laundry?”, “busy professionals”, etc.
For the WARM audience, we showed them how our service actually works at the backend, how door-to-door service actually happens & how they can just sit & relax while we take care of everything.
For the HOT audience, we targeted them with our previous customer’s testimonials, 1-week free-trial, etc.
This made sure that they were followed through in a proper sequence that helped them trust us easily.
Factor #2 – Manual Bidding
This may look weird but that’s correct. We used manual bidding for all of our WARM & HOT campaigns & we saw a significant decrease in CPA up to 20%.
In the beginning, we launched our campaign with automatic bidding & saw which audience is performing the best. Once we figured out the best performing audience, then we shifted to Manual Bidding.
We created a new campaign with 4-5 ad sets with the same winning audience in it but the only difference was the bidding. We switched to manual bidding here & placed a target cost of 20%, 30%, 40%, 50% & 60% of actual CPA in those adsets. This resulted in a decrease in CPA of the leads.
We saw few users were just opting in for a free offer & didn’t actually go for a subscription. We took their emails(almost 300 from their database), created a custom audience out of it and also created a lookalike 1% of it.
Now, these were the users who were similar to those non-converting users & we excluded it from all our COLD campaigns. This made sure that we were targeting high-intent & converting audiences out of the entire 3-4M users.
We further saw a whooping 30% decrease in the CPA of the leads.
This was the real gold for us.
By just following these 3 simple yet effective steps, we didn’t only slash the CPA by over 70% but also surprised the client with enough customers to make them super happy.
We have been following the same strategy since then & making a lot of customers for all of our lead generation projects.
We are looking forward to seeing you touching new heights of success by using our little secret strategy.
When you read the word “2.38 billion people” you do want to know what on earth exists which is keeping these many people engaged?
The answer is FACEBOOK. This era belongs to Social Media than anything that has ever existed!
Facebook is one of them. Facebook has a huge collection of user data which may help to target them accordingly to generate leads and optimize the ads further for higher conversion rates.
Initially, Facebook ads may not perform well. It doesn’t mean that Facebook will not perform well. There are ways to optimize Facebook ads for higher conversion rates. Find them below:
CTR(Click Through Rate)
CTR is a way to improve the conversion rate. It indicates how many percentages of people are clicking on the ad.
High CTR means many people are clicking on the ad. If CTR is low it means either ad copy or ad creative or both are not so impressive. They failed to attract or convince people to click on the ad.
To improve the ad copy and ad creatives to convince the people to click on the ad. This will raise the CTR which helps in a high conversion rate.
Optimize for a conversion
When you choose a conversion campaign, you will see a “Conversion” tab. Here you have to select the conversion event for an ad. There are by default some conversion events present in the conversion event tab. You can select the event according to the business model.
By choosing the conversion campaign doesn’t mean that your ad will automatically optimize. You have to tell Facebook also what type of conversion you want. It may be Add to cart, Checkout Initiate, Purchase.
Different events work differently.
Let’s understand clearly with an example.
If you select the “Add to Cart” in the conversion event tab, then Facebook will research the people who are likely to add to carts.
If you select the “purchase” then Facebook also finds the people who are more likely to make a purchase.
Note: Tracking the conversion data is only possible by installing the Facebook pixel on the website.
Optimization for Ad Delivery
In the “Optimization for Ad Delivery” window, you have to choose the conversion goal for your ad. It depends upon what you want to achieve for your business model.
If you select the “Conversions” in the Ad Delivery tab, then Facebook will find that users who are more likely to do the conversion in the form of Purchase(Selected “Purchase” in the “Conversion Event” tab).
If you select the “Link Clicks” for the ad, Facebook will show your ad to users who are most likely to do clicks on the ad. This may not produce many sales.
So these may be the reason for decreasing the conversion rate. So you have to select the right optimization delivery to produce more conversions.
Trust the power of the word; there are more chances to make a user convert into conversion while retargeting them.
Landing Page Visitor:
In the e-Commerce scenario, let the users view your ad and land to the landing page of the product but they don’t buy the product, then you may retarget them by making the custom audience of website visitors of that particular landing page.
Let the users view your ad do an Add to Cart(ATC) but they don’t buy the product, then you may retarget them by making the custom audience who did an ATC in the past few days.
Initiate Checkout Users
Let the users view your ad and initiate a Checkout but they don’t buy the product, then you may retarget them by making the custom audience who did initiate a checkout in the past few days.
Warm Customers(Who has Purchased the Items)
We can retarget mature customers to sell another product. This may result in high profits.
There will be more chances to purchase a second time because customers have already bought from your store and have trust in you.
Example – 1
For instance, let’s say you are selling Girl Gowns and there are 100 customers who have purchased this particular item.
We can re-target them to show new products to that product. Like you show them an ad of beautiful hairbands, gown brooch and etc related to gown accessories.
Example – 2
Think that you are providing a 10 Day free Facebook ad course and 100 people have done registrations for it. Now you have a record of these 100 customers.
Furthermore, you can retarget them to sell the paid Facebook Ad course. This is called the sales funnel.
So in retargeting the chances of sales increase because the users have already engaged with your store/page/ or in your product.
Facebook will generate better results when you are helping back to its algorithm by doing the right optimization outlines.
Also, as soon as the Facebook pixel gets mature enough, Facebook will automatically try to find the people/users who are more interested to engage with the ad to give conversion.
There more to Facebook posting pictures, check-ins, etc. Happy realization right?
Let us know which one best worked out for you, we’ll be happy to know!
Facebook is the best platform to promote your business by paid advertising as tons of users are available on Facebook who is looking to buy your products and ready to use your business services. A few numbers of campaigns are easy to manage but when you have a big project which requires a lot of campaigns, ad sets and ads; the best option to serve the purpose will be Facebook Ads. Facebook has a pretty good feature which is called automated rules. This feature is extremely helpful in managing a big list of Facebook campaigns, ad sets, ads and stay on top of CTR, relevancy score, frequency, conversion rate, and other variables.
In this article you’ll be getting a brief idea about automated rules and how they can be used efficiently.
What are Automated Rules?
First of all, you must understand what is meant by automated rules on Facebook. As you know, managing and monitoring FB paid campaigns is a lot of manual work. When you set-up paid FB campaigns, some ad sets will perform good and some ads will not perform up to the mark.
It is non stop the job to constantly optimize budget, stop non-performing ad-set, decrease, increase a bid and much more.
Facebook provided automated rules which helps you to monitor your campaign and stay updated with the results. By using these automated rules, you can manage a couple of Fb accounts and save a lot of time.
How Automated Rules Work:
Build your Automated Rules with a set of variables…
You can apply automated rules to specific campaigns, ad sets, or ads that you’ve selected, or you can apply all active campaigns, ad sets or ads.
Action: Following are actions that your rule can take if conditions are satisfied:
Conditions: Basis on the below-mentioned conditions automated rules can take action:
Cost per Result
Cost per Add Payment Info (Facebook Pixel)
Cost per Click (Link)
Cost per App Install
Cost per Add to Cart (Facebook Pixel)
Cost per Initiate Checkout (Facebook Pixel)
Cost per Purchase (Facebook Pixel)
Cost per Lead (Facebook Pixel)
Cost per Complete Registration (Facebook Pixel)
CPM (Cost per 1,000 impressions)
You can choose one or multiple conditions. In each case, you can choose from “is greater than,” “is smaller than,” “is between,” or “is not between” else a manually entered value.
How to Create Automated Rules
To create an automated rule for all active campaigns, ad sets, or ads, in your Facebook Ads Manager and click the menu icon (with the three lines) in the top-left corner. Under the Create & manage column select Automated rules.
In the next window, you able to see the dashboard where you will be able to see your created rules. To create rules you can click on Create Rule button in the top-right corner.
Follow the steps to create automated rules based on your objective. It will look like this:
First, you should determine where you want to apply these rules, and before the option to “click on the create button’ you have to fill the entire above information so as to apply rules on the campaign at the ads and ads level.
Like in the above you selected campaign level to apply the rules. Now you have next options:
Turn off campaigns
Turn on campaigns
Send notification only
In addition to the topic discussed above, it is important to know that these options you can apply the rules to campaigns. This is because you set your budget at the campaign level.
In the below image you can see, you are able to increase or decrease your budget basis on campaign performance. If you select a daily budget, this will only impact a campaign using a daily budget; if you select a lifetime budget, it will only impact the campaign using a lifetime budget.
If you want to increase or decrease the daily budget, You will be able to increase and decrease the budget by either a dollar amount or in percentage.
Accordingly set-up your rules, Facebook will take automatic action when your condition will match.
Following the same process you can use other tons of Facebook automated rules to manage your campaign, ad-set, and ads automatically.
After implementing Facebook automated rules on your campaigns, ad-set and ad level you can share your experience, how these automated rules impact your ad performance.
Hope this article will help you in implementing automated rules quickly and more effectively.
Alex is an e-commerce specialist and Facebook Ads Expert. His prowess in this industry has allowed Alex to grab the 2-comma club award. It is because of his proficient and precision skills in Facebook ads and e-commerce that Alex has got his clients business worth more than $100 million.
A facebook Guru, an ads expert Alex has become a successful brand in the 21st Century’s e-commerce expansion ecosystem.
Born in Ukraine, Alex went from SEO to Google Ads, to e-commerce until finally, he stumbled upon Facebook Ads. His interest in Fb Ads was born out of client requirements and this got him started only to become one of the most proactive individuals in this niche.
His understanding of Facebook and the implementation of strategies to get more business from the largest Social network in the world is just awesome.
In talks with Sandeep Kumar, let’s understand the nuances of Facebook Advertising and advanced strategies shared by the expert himself.
The Interview Begins:
Sandeep Kumar: What type of e-commerce projects are you working on? Do you have any niche brand or product under your ambit?
Alex Fedotoff: First of all I like products that have high potential and give provide more profit. These products must have a higher value, they are more competitive. The motive is to use those products that can be scaled up and are waiting to be ignited and ensure higher outcomes. Secondly, I look at the market share of the products and if they have the attributes to reach out to a higher market audience.
Also, our profit margins to work with a product is somewhere between 20 to 40%. Then we try to leverage the most out of that product’s properties and use quick funnels plus custom-built funnels and expand the outreach. It is like taking one product and squeezing it only to get the most out of it.
Sandeep Kumar: Ok, I guess your preferred regions are the markets of Europe and the USA?
Alex Fedotoff: Yeah, our aim is to look for markets in developed countries and benefit from the kind of exposure that they provide for Facebook Ads.
Sandeep Kumar: There is a unique trend that I have noticed. Every time a new store, business or a product is promoted through Facebook Ads, initially, the conversions are good. The business starts to show some growth. But after a few days, say 10 to 15 days later the curve starts to decline. It is almost like an inverted U-shaped curve. Why is that and what is the way out of this?
Alex Fedotoff: Well, starting out you need to understand that it is a competitive landscape. There are more than 6 million advertisers out there who are trying to pitch their product as the best one through the ads. Another reason for this drop can be due to the fact that you have simply outrun the course. This happens when you run Facebook ads heavily, something I call as Ad fatigue. You have exhausted your target market. Because if there are, for instance, 1 million people who can buy your product, it is not necessary that your ad will reach to all of them. It may happen that facebook has not optimized for all audiences. Or it can also be attributed to the reason that your ads are not strong enough to make a lasting impression.
To check the performance for my ads I have set the benchmark of more than 3% unique click rates. Because if that happens it means that my ad is resonating with the audience and I am getting some response. And if the click rate starts to drop down, then it can be because I was not creative enough while posting the ad. You need to know that being creative is the biggest part of success in facebook ads.
Moreover, the Facebook algorithm is very smart. It works in a unique manner. I will tell you how. I have some accounts which are working on the very basic attributes. Like we only have the country gender and age. There are no interests.
Sandeep Kumar: But the pixels for these accounts is mature enough to perform that well like they must have thousands of conversions.
Alex Fedotoff: Yes, the pixels for these accounts is mature enough indeed. But what I do is work in dual stages. First is to provide all the relevant data to your pixel. This is to groom your pixel with the data and as soon as the account starts to perform better, the targeting has to expand. I choose a broad area of audiences and let Facebook optimize it further. And this method works for products that are appealing to a large audience. This is one of the reasons why I work with beauty products because their target audience is almost universal.
And let me tell you something interesting. I have been called to the Facebook headquarters almost after every couple of months. I go there and see what all is happening with their platform. Down the line, Facebook is aiming to remove all kinds of targeting and selecting your interests. It will like answering a few basic questions including the type of industry, ideal customer and the target.
And when you realize it, creativity and message are the only two things that will need your entire focus. This is what everyone should do now too. Just focus on being creative.
Sandeep Kumar: Ok, so moving on, let’s talk about the expenses. What kind of budget do you like to set for a new store?
I have seen some people start the ads with $5 a day budget. But I think this is too less seeing to the CPM rates and the outreach of the big developed country markets. Moreover, what do you think should be the first target of the budget that we can set for a new store, shall it be ‘Add to cart’ or ‘View Content’ or just ‘Purchase’? Also, what is your recommendation for the audience size?
Alex Fedotoff: Ok, so what I do is create 5 different ad sets and then choose 5 different audiences. This will give me a head start and I will have the potential to look at more variables than what I will get with one ad set and one audience.
As for the budget is concerned, I would recommend $20 for a new store initially. But here too, a lot depends on your creativity, your website, and your funnel. If your website is good and can generate more conversions, expanding the budget should not be a concern. But the $20 that you will spend can give you an idea of the click rates and get some more data. The point is to confirm whether your message is resonating with the audience or not. But you need to find a matching audience first and then you can expand on that audience with ease.
Sandeep Kumar: What about the specific pixel that we need to target? Like should it be view content, add to cart, purchase and so on..
Alex Fedotoff: Mos of my ad sets take the audience straight to purchase. Add to cart is when the product has a higher value. View content is not something that I think will make any difference.
Sandeep Kumar: But what I have observed is that people who go for add to cart they just don’t continue their purchase any time soon. And like we can use this to optimize the ads and convert them into sales
Alex Fedotoff: I think that around 60 to 70% of the purchases from Facebook ads go to add to cart. This means that Facebook has a lot of data and they will show these ads to the people.
Sandeep Kumar: Further, I have seen that the US market CPM is way too high. It is like $20 at the very first step. And then I have seen the CPM to be as high as $50, $60 or even $70. What can one do to bring it down?
Alex Fedotoff: Ok, the method to lower down the CPM is increasing the engagement. And to do that you need to add an emotional factor to your ads. Trigger their emotional point and then you can see the rate coming down. But here too the key point is to know your customer. Like what you can do is add a story of a person who had some family issues due to overweight and these issues were resolved after using a weight loss product. Here if your ad which promotes a weight loss product will have a higher chance of conversion than the one which does not trigger an emotional response in the reader.
Sandeep Kumar: Ok, but then another question arises, what should be the ideal size of the ad copy. Because adding a story to it can make it a bit lengthy.
Alex Fedotoff: Well, this depends on the product entirely. Selling a $15 or $20 t-shirt will only require one or two sentences in the ad along with a couple of pictures. But when it comes to selling a gadget that will cost a bit more than you need to add that story angle and build up in stages. Like first, you need something to attract their attention, then tell a story which resonates with that person and then further add some elements to cement their interest.
You need to think about what the buyer must be thinking. Like if they are at work and just scrolling down their newsfeed and suddenly something attractive shows up. This gets them to click on it and converse further with your ad.
This means that you can make a long ad copy if the need arises.
But what I wouldn’t do is add the obsolete elements to make your ad copy more attractive. Like, offering discounts, coupons and other such boring stuff. You need to show the benefits of the product to the end-user, remember, a benefit-driven will resonate more with the audience.
Sandeep Kumar: I have also seen a lot of advertisers add emojis or excessive URLs to their ad copies. Do you think it works to their benefit?
Alex Fedotoff: I guess no because today’s customer has become sophisticated. They want value and not spam. So, if the customer has changed, the marketer also has to change and become sophisticated in order to resonate well with their target audiences.
Sandeep Kumar: let’s talk about dropshipping. Like I have noticed a few changes perpetrated by Facebook this year only when they have included the feedback feature in the drop shipping. Moreover, they have also started declining the stores. What do you think is the future of Drop Shipping in 2019 or 2020 and what should a marketer do to approach these changes?
Alex Fedotoff: The future of dropshipping is strong, as long as people find it profitable and they find the right product to market. The reason a lot of people do drop shipping from China because the margins are good enough to allow them to continue with it.
For a marketer, the recent changes mean that they have to upscale their service and facilities. They need to bring the products to the country, ship them faster and provide better customer service.
This is also important to sustain on Facebook or otherwise, they risk being banned from Facebook or even being a marketer. I have seen some people who I know are banned from Facebook to advertise. And this is not as a business or through some company, but they are banned as an individual.
Sandeep Kumar: And the reason for their banishment is the type of ads they run or something else?
Alex Fedotoff: Yes, it can be due to the type of ads they run. But there are other reasons like a lot of disabled accounts, or they are working from a country which people do not trust that much. I have seen some people facing problems because they were logging in to their accounts from different locations even though they are working in the US.
Understand it as a business and Facebook is also running their own business and want to eliminate risk. And why should they allow such activities? On a larger scale, these smaller risks add up to become one big factor and moreover, why would Facebook want a lawsuit.
This is the main reason they want to work with legit businesses. This means that your business is operating from one location, you work constantly from here, your credit cards are all operating from one location, there are no due bills.
In the end, Facebook is looking for more consistency, that’s all.
Sandeep Kumar: Right, they are running a business. But what is the solution to come out of this?
Like one of my clients was shocked to see that 20 to 25 of her Facebook businesses and ad accounts were disabled in under a minute. Is there a way to come out of it?
Alex Fedotoff: Well, the key is to just give in. All you can do is reach out to Facebook and admit that you were wrong and have not followed the rules in posting your ads. Tell them that you will be compliant in the future. That you want to run your ads with everything done according to the book.
You need to convince these guys that you want to work with them and will show full compliance with their norms and regulations.
Think of the small chance that you have. Like someone sitting in the Facebook, office is reading lines like why have you disabled my account or I have not done anything wrong, or even reactivate my account and such stuff.
No, you cannot do that. Just take the chance that you have, admit your mistakes and get your account back.
Sandeep Kumar: Exactly I have seen people give reasons like, I am new to this business, or that I have done it right, or I don’t know how to do it. These things do not work.
Alex Fedotoff: Exactly, like why should they do it. For them, your business is a risk and if someone sues a business that is run through Facebook, the same person can also use Facebook because they saw the ad to buy a product from this platform only. So, in turn, Facebook is a party to this deal.
Sandeep Kumar: Well, that’s amazing to know. Moving on, let’s talk about scaling the business. I am aware of your suggestions regarding the CBO and other such methods that may help scale the business. But CBO needs a whole new level of understanding. But how can you scale a business from the perspective of a store owner which is growing?
Alex Fedotoff: Talking about CBO understand that it may not work with all the accounts. And it would not be a smart choice to continue working with a method which does not give you results.
Instead what you can do is use the methods that are available to you on a daily basis. For instance, you can modify or add to the regular adsets, tweak your budgeting.
In order to scale, you can use broad interests or a combination of such interests embedded into one adset and set a higher budget for the same.
Another way is to use look-alikes. You will find a lot of such portals that have your target audience’s look-alikes.
All of these are good options to make your business scale up and grow. But at the end of the day, your creativity is something that can make a real difference in it all. Because if you have good ads that are appropriate and are made with creativity, scaling comes naturally. Along with this, you also need to know your customer. Good ads combined with customer knowledge makes for a scalable ad on the whole.
Let me tell why good ads are important. You see that I have trained many people and the only thing that I taught them was how to be creative and develop good ads that are decorated with stories, excerpts that resonate with the audience. And initially, they used to spend $100 per day on their ads. But now, they spend around $3000 to $4000 on these ads and are still earning a profit.
So, the key is to be creative, be empathic, know what your customer is looking for, and be consistent.
Sandeep Kumar: Well, that is interesting to learn. Another thing that I want to ask is what are the things that you would recommend should be there in every ad that we run. Like is there is a set of templates that you can tell us about?
Alex Fedotoff: I wish there was one. But no, every kind of industry has a different ecosystem. So, what I would like to do is first check with someone who has it all figured out in your industry. Someone who knows how to approach the customers, how to run successful ads, to get some ideas, methods, and emulate the model.
Sandeep Kumar: Just like the ads library provided by Facebook. That is an amazing platform.
Alex Pedotoff: Yes, exactly. You can check the library and see what kind of ads are made with reference to a specific industry. Like how do these ads converse with the audience and how do they engage with them. But make sure to add your own unique angle to it. But you also have to find that uniqueness.
For instance, you observe your competitor ads and notice that people are complaining about slow shipping speed or the size does not fit. To get around this, you can mention in your ads something like fast shipping and free returns. That is how you can solve a problem for the audience and pitch the same product with a unique angle.
Again, communicate to your customer what kind of problem does your product solve. Like how can you communicate better with a story that shows a mirror to the audience and convinces them to take action?
You know I have observed some people use testimonials and customer reviews to pitch their products.
Sandeep Kumar: Exactly, a marketer can use these testimonials in their MOFU or BOFU campaigns. Like this can become a tool for remarketing.
Alex Fedotoff: No, use them on the front end. It can happen that the first ad that you show to the people can be a customer testimonial. I have worked with such a strategy and run ads on the front with these testimonials. And these ads run very well.
Because with this you will answer all the objections that a customer may have even before they ask it.
Sandeep Kumar: That’s a cool hack! What about the spy tools? Are there any good spy tools that can let you hack through and get you the customer interests or can they help you understand what interests are your competitors working on?
Alex Pedotoff: I am using X PI. It is a good tool and has a lot of filters. For instance, the time frames, niches, ad platforms and much more.
And when it comes to knowing what interests my competitors are targeting, I do not care what they are doing. You see if they have a well-groomed and mature pixel account and they can afford to target broad audiences, then it has nothing to do with me.
A big part of being an advertiser is that you will have to spend some money without getting any returns. It is a part of your learning curve and it is unavoidable.
Sandeep Kumar: So, in the end, I would like to also ask you about the landing pages. Because I know that these pages have a big role to play when it comes to conversions. What do you think should be there on a landing page of a website that can help us increase the conversion rates.
Alex Fedotoff: The most important thing is the link between your ad and the landing page. Like you need to show the most important thing about your product on the top and visible to the user as soon as he/she lands on the page. Plus, the title of the product has to be benefit-driven. It needs to tell people that this product solves this particular problem. Also, the Add to Cart button should be on the top of the page too. Do not let the visitor search for the buy button. Make it big, make it bold and bright.
Along with this, make sure that the other pages are also visible enough to the viewer. Show the product from different angles, from different perspectives, add some other graphics to the page. Show videos of the product when it is in use. Include all kinds of details on these pages. Add information about the product, what it does, who does it benefit and all that. Add the shipping address on these pages.
Plus, what you can do it gather some feedback about your product and observe what people are looking for. Just implement the new information on your website and clear all the customer objections.