One of the biggest problems when it comes to ecommerce is running profitable marketing campaigns. After testing this method time and time again, we’ve found this method we’re about to show you to be the most profitable ecommerce marketing strategy.
Many newbies are stuck trying to figure out if they should run Google or Facebook ads. Most end up going with Facebook. But, when they do they have to learn the ropes and gain the experience while losing a nice chunk of change.
Well, what if we told you that you should be using both Google AND Facebook together! The strategy we’re about to teach you is not very well known among many ecommerce newcomers. That’s because most people looking to learn ecommerce are directly appointed to Facebook through the many ecom and dropshipping Youtube videos. Now that you’ve been introduced, let’s hop into the most profitable ecommerce marketing strategy!
Starting With Google
Running Google Ads
Above, you can see both the shopping and search campaigns for a really popular dropshipping product, the posture corrector. For now, let’s ignore the shopping campaigns. Let’s focus our attention on the two search ads below. All we typed in to get these results was ‘Posture Corrector.’
Google search campaigns offer very little characters, 30 characters per line, 90 characters for the description, to be exact. So, that means being able to sell and entice users looking for a posture corrector with minimal wording. Notice how the two search ads above include the keywords (posture corrector), while also explaining the benefits and features in quick, short words.
If you ever feel stuck when figuring out what to include in your titles and description, always think back to the example pictured above and think of ways you can improve upon it in your ads.
Let’s lay out a few tips to remember for your shopping ads. First, your main product image and title are key. Use a clear cut picture that easily tells you what the product is and add descriptive keywords for it.
Let’s use the example above. Notice the one with 756 reviews? Compare their title to the one directly left of it. Which one would you rather click on? The one that tells you it can stop slouching in 14 days is quite obviously going to get more clicks than one that just tells you that it’s a posture corrector.
Secondly, start with a smaller budget and let the ad run for 2-3 days. This allows your ad to give you accurate data back on which keywords are working and which ones are draining your budget. After 2-3 days you can scale the effective key words and kill the ones wasting ad spend by adding them to your negative keyword list.
Transitioning to Facebook
How To Set Up Re-targeting Ads
1.) Facebook Pixel
Before you can even think about re-targeting ads, you need to make sure your Facebook pixel is set up and firing correctly during your Google ad campaigns.
Your Facebook pixel is going to track a number of actions customers take on your site. From website visits, to add to carts, to purchases and many more. Obviously the major three you will be using is website visits, add to carts and purchase conversions.
The more conversions you have, the stronger the pixel. So, having 300 add to carts as opposed to 100 add to carts is going to strengthen that pixel and give you better results for your re-targeting campaign.
2.) Percentage of Audience
To create a lookalike audience, you’ll need to start by creating a custom audience. When creating that custom audience you’ll be asked to choose what pixel event you want to use. That choice is up to you whether it be page visits, add to carts or purchase conversions.
After creating your custom audience, you can then go ahead and create a lookalike audience. This is where you’ll choose the custom audience you just crated and you’ll have to choose what percentage of that audience you want to target.
The percentages range from 1% to 10%. If you’re looking to laser target your audience, you’ll want to choose 1% through 3%. Choosing 1% means your ad will be shown to those who closely match your intended audience where as 10%, on the higher side, will show it to a wider but less targeted group of people.
3.) Ad Campaign and Creative
You have your custom audience made, you’ve created your lookalike audience, now it’s time for the easy part. Well, let’s just say easier. Your creative (video or picture) can make or break whether your ad is a success.
Creating these visuals can be tough for some, especially if you’re new to the game. So, don’t try to take matters into your own hands. Use a service like Fiverr or Viral Ecom Adz and let professionals take care of it for as little as $5. Your creative is not something you want to screw up.
Putting it All Together
As we’ve explained, Google is the way to start due to the fact that it’s warm traffic and you don’t have to spend as much to test, see results, and scale. Whereas with Facebook, you’re going to be spending more and testing more while trying to find your audience and figure out what ads and creatives work.
When it comes to scaling, Google does have re-targeting options, but they don’t compare to the power of Facebook lookalike audiences and re-targeting. That’s what makes this method so powerful. Less risk, more money, always putting your product in front of warm traffic.
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