Ads can go wrong and underperform. It’s all part of the testing and scaling process.
These are 3 main reasons your ads are not converting.
Your Offer – Is your offer compelling? Does it offer a solution or does it solve a problem?Don’t do what most businesses do and discount to attract sales. Add value so your price is not an issue.
Your Sales Message – does your message easily explain the transformation or change your product gives the person interested? Are you using video and text based sales messages for your audience to get different types of engagement.
Your Market – are you selling something the market you are targeting desperately wants as opposed to something they need? Are you targeting the right market?
Using our ‘Sift and Sort’ strategy the first thing we find out is which audience is converting and engaging in ads. Then we spend time testing sales messages and offers looking for what converts the best. Then the fun part. Increasing the ad spend (scaling) to increase your ATTENTION and the number of people who buy from you. 💰 💰
If you can determine that you have an issue in either of these 3 areas then great. Advertising on Social Media allows you to change direction fast without wasting anymore money.
#facebookads #marketing #morecustomers
Over 13 years of working with brands and entrepreneurs on their online marketing the standout difference I see why some succeed and others don’t is their belief about Marketing.
Marketing principles haven’t changed in over 100 years. You still have to understand your market to be able to deliver a message that attracts them to engage with your business that leads to a sale. The tools to deliver that message though have dramatically changed and now favour entrepreneurs.
I remember running mailshot campaigns, advertising boards and networking pre internet days. It was tough with no real tracking available. I like to call it ‘Hope Marketing.’ I hoped it landed in front of the right person and I hoped we made a sale from the efforts.
Today’s online marketing means you can run ads on platforms like Facebook and Instagram, allowing you to track your target audiences engagement and the sales that come from it. Quickly you can adjust your targeting or advert if it is not working so you don’t keep wasting money and find people a good fit for your product(s).
Once you have discovered a successful audience and ad that is converting your £1 in £2, or in most cases more, you can increase the budget to reach more people and grow the number of customers you help and your business at the same time.
Just imagine how much you would like to make next month in your business. Are you investing half that in your online marketing to find an audience that converts?
The reality is the entrepreneurs having the greatest success with online ads are. They find winning audiences and invest to turn their £1 into £2+.
What is your biggest challenge with Facebook Ads? Share your question as their will be others with the same issue. Lets get your campaign firing!
The importance of increasing your average order value (AOV)
Many businesses get stuck with Facebook Ads focusing on Cost Per Acquisition (CPA), the cost to acquire a customer.
I’m often asked when auditing an account ‘how can I get my cost down. Facebook is getting more expensive for me.’
CPA is the most challenging metric to focus on and I recommend switching the way you look at it. As more advertisers use Facebook to reach your audience you need to look at a much easier way to increase your revenue by adding more value for the customer. That is through increasing your average order value. (AOV)
If you follow my content you know we don’t like our clients discounting their products. And you shouldn’t either. Ways you can increase AOV and I recommend looking at in this order:
- Up Sell
- Cross Sell
- Bundle products together
- Offer guides to support the customer
These 4 are so important and often not given the attention they need. This is how we help our customers have success so they can reinvest in marketing, attract great customers and enjoy being in business.
- Loyalty program
- Free shipping (as part of a program or above a certain spend)
These are great too but dependant on your business plus everyone is doing free shipping now!!
#Sellingonline #Ecommerce #Facebookads #Instagramads
💰 If you sell online and build an email list each day you are sitting in a gold mine 💰
The number 1 way to build an insanely profitable business is by uploading that list to Facebook and Instagram and creating adverts.
This gives you the ability to retarget all the customers on that list with an advert on Facebook and Instagram.
We did this for an e-commerce store that sells household products and made them £18,000 in 30 days without discounting a single product in their ads.
Some of their past customers had not bought in over 3 years. They subscribe to their email marketing however it is likely they are not being seen or the attention on their emails has declined.
Think your list is too small?
Don’t worry you can create lookalike audiences easily that share the characteristics of your customers on that list.
I cover in more detail in this free training for e-commerce entrepreneurs www.arrowdigitalagency.com
To run profitable Facebook Ad campaigns it is important to understand how to test your audiences and then increase your campaigns reach to get a healthy ROAS (Return on ad spend) and make profit from your advertising.
This example is great for any Ecommerce business looking to get next level returns for their ecom campaigns in 30 days. Often on the internet you will see examples with huge spends and huge returns in dollars $$$. These can be off putting and don’t show you the important part of making the early steps to get your campaign in momentum. Once you do this then you can look to increase your spend and reach those big numbers.
This ecommerce example is for a business with products for £100 and under based on 30 days results.
Like most entrepreneurs felling frustrated the campaign was not attracting enough sales to justify the marketing investment. About to throw the towel in on Facebook ads we were offered to run an audit, look over the campaign and explain some of the issues. I guarantee if your campaign is not working how you want then you will have one or all of these issues. It is the most common examples we see:
- Too many audiences were being targeted and run for too long, successful or not successful
- Too many Ad running that were costing and not converting.
- There was no scaling/increasing when an audience was converting to maximise profit
This is machine gun style Facebook advertising and done by people without experience. Facebook uses machine learning and wants to deliver your target audience the best results. They also want to deliver you the best converting traffic. Did you know Facebook tracks how active its users are with purchases online? So if someone fits the characteristics of your ideal audience and uses the internet to make purchases Facebook will deliver your advert. A campaign setup wrong will only deliver the wrong audiences who don’t end up purchasing your products. You end up spending your marketing budget targeting tire kickers and confusing Facebook’s pixel that tracks all the activity of your campaign.
To have success you need to:
- Run audience testing over 7 days
- Test out 3 different ad creatives
- Once you have your converting audience test your ad copy and creatives further
- Scale/increase the best converting traffic
If you are an ecommerce entrepreneur and want more sales and reach out of your Facebook ads campaigns, watch this training which has been developed working with brands such as Mercedes AMG F1, Silver Cross and more. www.arrowdigitalagency.com
This works for any online transaction from luxury ecommerce products, skincare, holiday experiences, hotel room bookings and more.
Omnipresence means being everywhere. Not everyone is comfortable with that or knows how to. It is crucial for success online today to stand out.
Dwayne Johnson ‘The Rock’ is an example of omnipresence. He has been in the WWE, kids films and action films sometimes both running at the cinema at the same time. He is all over the TV and social media motivating or entertaining his audience (156 Million Follwers) which grows every day. This has led to him being one of the highest paid actors. People love him and he has built a huge personal brand with huge value to him and his audience. Keep in mind he started at 0 like everyone else.
YOU don’t need to be ‘everywhere’ like this however you do need to be everywhere your target audience is.
I was discussing this with an e-commerce client as we look to scale their campaigns and be everywhere their target audience is online. You need to sit with your team or someone who can help you figure out how to be everywhere your target audience is.
Is it Facebook, Instagram, LinkedIn, Snapchat, Facebook group’s etc?
Brainstorm how you can you be omnipresent to your target audience so you can grow sales for your brand or business.
If you are selling a product online for £40/$50 or above below is an example why you should not discount your amazing ecommerce product at the front of your website. (drop shippers or lower priced items the below does not necessarily apply)
One of our ecommerce clients was adamant they run a discount campaign this month on one of their successful products because everyone else in their industry was beating them on price and they wanted a bigger share of the market. After all they have the best quality product and amazing customer service so by discounting they would attract lots more customers.
We did our best to convince them not to do it however they are the customer so we pushed the campaign live at the start of the month.
Over the past 12 months we have been working with them to build their average order value up which has resulted in sales jumping from £10,000 per month to £30,000 per month in sales on this particular product. The strategy has attracted the best customers they have ever had who are purchasing multiple times from them with less returns/refunds.
If you look at the data below you will see from the same period last month
- the number of sales has increase from 78 to 83
- the average order value due to the discounting is down from £269 to £209 (-£60)
- but more alarming is revenue is down from £21,018.60 to £17,406.85 (-£3,611.75)
Now this is by no means a ‘told you so’ to the customer. They are happy for us to share the results (anonymously) and we want you to not make the same mistakes we see so many ecommerce entrepreneurs and brands making.
The minute you start discounting you are in a race to the bottom. You start to attract the wrong type of customers and your problems grow because of this.
So if you have a great product what should you do:
- DO NOT DISCOUNT on the front of your website or in your advertising. You have a great product and customer service so the value is there for your ideal customers.
- Make your offer incredible value. What can you add to your product that has a low cost but helps your customer? A guide, local information, a blueprint, a short video series etc.
- Offer discount in your shopping cart as a one-time-offer for multiple purchases of your product. You have done the hard work and spent to acquire this ideal customer so now you can increase their order value.
- Offer complimentary products in your shopping cart again at a one-time-offer discount.
- Build an ‘After The Sale’ process that communicates with your customer to add value.
- Obtain feedback, testimonials or share more valuable information to add value to them
Do the above and you will grow your sales and attract more ideal customers. Discount and you are on the slippery slope to the bottom. Not to mention attracting the wrong type of customers clicking on your Facebook ads and messing that up too.
Wishing you success.
By being consistent with your content and Facebook adverts I guarantee you will build a better customer list and growth in sales every month.
For example we took over a campaign for a business with proven products. The campaigns focus was setup to sell and discount offer on every advert they ran. Their engagement and CTR (click-through rate) at the top of their sales process was very low which meant they were not making enough sales further along in the buyers journey. (No matter what data you look at sales trump everything)
Fortunately the client has great products so the business was still making profit but the Facebook ads campaign was making a loss most of the time which made them lose faith.
Sound like the issue you are having?
Here is what we have done and how to fix yours:
🔥 Create content for your ads that is useful and educates your future customer. Treat this like a conversation you may have face to face. DONT be lazy and always try and sell your product.
🔥 Create new adverts every 7 days to replace the ones not working or that have fatigued. (Watch the training for more on this)
🔥 Be prepared to be a bit uncomfortable or open with this change in how you create. Spending time building a relationship focused on helping your customer rather than attracting a fast purchase at a discount I guarantee will build you a better customer list and growth in sales every month.
This month this customer will make more than a 100% increase in sales on the same month in 2018 plus additional revenue likely to be over £20,000 from another product they were not even advertising on Facebook.
How consistent are you being with your content? Apply the above consistently and watch your customer list and business grow.
For more ideas to grow your business with Facebook ads watch this short training www.arrowdigitalagency.com.
The more you know about your product the harder it is for you to imagine what it’s like to not have it. This is the position your customers are in before purchasing from you.
We always start here when taking over ads for entrepreneurs and brands. It is very common they are not talking to their customers in their ads because they are so involved with their amazing products.
Everybody thinks they are communicating clearly but more often they are not. A majority of the time they are selling the products features in their ads and having to offer discounts to get engagement. This doesn’t attract the best customers.
Imagine having ads where you didn’t have to discount.
Here is how to fix your ads and grow your business:
✅ Don’t make assumptions. What you think because of your knowledge about your products is very different to someone without knowledge.
✅ Be intentional in learning from your customers so you can understand why they choose your product.
✅ Listen to what they say and use that language in your ads to attract more ideal customers.
✅ Don’t spray information about your product over them.
Some of this might sound obvious but I would like you to stop and think…… are you really learning and listening to your customers? It’s a challenge because you are so involved in your products.
Entrepreneurs and Brands that communicate clearly in their ads dominate the competition. Want to dominate the competition with your ads?
Learn more here at www.arrowdigitalagency.com
The topic of the Facebook Pixel can immediately make marketers and entrepreneurs switch off. But don’t. This information is easy to digest and will help you get the most out of your Facebook and Instagram Advertising.
The Facebook pixel tracks actions people take on your website, landing pages, shopping cart or forms to help you measure the effectiveness of your advertising and deliver ads more effectively. Setting it up correctly in the order processing part of your website is crucial to campaign success.
After watching one of our training videos a successful entrepreneur contacted us to look at their ad campaigns. They have a fantastic business and are running ads on Facebook and Instagram.
The audit showed they had good levels of engagement and reach from their adverts yet the traffic was not converting at the numbers they wanted. A common issue for most businesses. Each new campaign they launched would make some progress yet die off quickly or like lots of other businesses they were unsure why a certain campaign was not converting at all. The cost and time they were putting in was making it almost not worth running and they were close to just turning it off altogether. Another common theme we see with frustrated entrepreneurs and managers where Facebook & Instagram ads are not working for them yet everyone around them seems to be having success.
Looking into we discovered the Facebook pixel was not setup effectively in their cart which stopped them from being able to target people further along in their buying journey. So their adverts were not being delivered to the best people, likely to engage with their ads and progress to make a purchase. This resulted in their campaigns having a high average cost per click and cost to acquire a new customer. This is also very common and often what we spot on existing campaigns.
Making the necessary changes has meant improved retargeting process which has dramatically increased orders. This has given better quality data to Facebook so they are delivering the adverts to more qualified buyers. increasing profit and dramatically brought down the cost to acquire a customer.
Here are 3 reasons you need to have your Facebook ad pixel setup correct:
- Make sure your ads are shown to the right people, on the right devices at the right time. This may seem obvious but there is no guarantee your ads are going to the best person most likely to purchase from you if not setup correctly. This is very common and costs businesses lots of money in wasted advertising.
- Build effective advertising audiences – this is critical to the success of your campaign. A pixel running incorrect will amplify the number of wrong types of people seeing your adverts because Facebook is confused. Done right decreases your cost to acquire and has your website working like a sales machine.
- Better evaluate your return on ad spend – by more precisely attributing online behaviours to your Facebook, Instagram and Messenger adverts means you will be able to see which campaigns are bringing in sales.
The pixel guides your ad targeting, remarketing, conversion measuring and sales strategies such as only displaying brand awareness campaigns to people who’ve never visited your website or retargeting people who’ve abandoned online shopping carts. Key to success of your campaigns.
If you are finding your campaigns are not achieving the results you expected then watch this training video www.arrowdigitalagency.com to find out what is working today and join those crushing it online.