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Reviewing campaign setup for household brand products
Posted by on August 23, 2021 at 7:49 pmI have done great with selling household name products on marketplaces, however whenever I venture into FB ads I do not do well at all with sales (non-household brands). I have my ad copy reviewed by strangers + “FB” experts on call and they all like my images + copy. But it just never translates to sales. The landing pages are always professionally done and well layed out with the right amount of information, limited amount of steps to checkout.
I want to add another revenue stream without marketplaces taking their fees. So I am thinking of making a website to sell some of the household products.
I am looking for advice for how to do a proper setup. I sell in electronics, but I am going to use a different industry + brand so that myself and hopefully others can learn from.
So the example to work with is selling new vacuum cleaners from Dyson, Bissell, Hoover, and the other brands. New website we would work with, so there’s no brand recognition from the landing page standpoint, only brand recognition from the products being sold.
1. Select Auction for campaign type.
2. Objective is Conversions since that is requesting FB to find people who are most likely to take a purchasing action.
3. Select your pixel for add to cart.
4. Set budget to $20/day
5. Detailed Targetting, ,in this case select Dyson for specific ad set, and Engaged Shoppers.
6. Leave age and gender as default. Brand companies targets young adults to seniors for vacuum cleaners.
7. Ad placement should be news feed + fb marketplaceThen from that you can create similar campaigns for the different brands and do split testing with interest such as (family, married, discount stores, online shopping, household goods, cleaning, carpet cleaning, vacuum cleaner, etc). For those different interest you find should it be 1 new interest per test or add 2 interests per additional test? So at this point of time you could have about 10-20 ad sets for one campaign. Which could have you spending around $300 a day total for just that one brand product.
How does the setup look? Any critique in the process?
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3 Replies
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Dyson? Wow, I helped that brand to do complete performance marketing after their launch in Our Country. Man we were selling like 100 products a day but 20$ daily budget, I don’t think that’s right. I mean it takes budget to stabilize and perform on FB
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Why add to cart and not purchase? Think you need to add more budget and a wider set of interests, a dyson product is not exactly an impulse buy so retargeting campaign will also be needed.
You will need a full funnel campaign for each brand and even at 50 per day as an overall budget that wound be good for testing only.
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I’m a bit confused about some of the things you mentioned in this post.
What do you mean you sold household products on marketplaces?
* Were you selling your own household products on eBay, Kiji, etc?
* Or are you an authorized reseller of the household products and sold on eBay, Kiji, etc.Since you’d want sales, **in the adset level you need to optimize for Purchases.**
* Facebook will give you what you optimized it for. As a result of optimizing for ATC’s, you’ll receive ATCs and very very little purchases. However, optimizing for Purchases will produce more purchases.
If you’re selling a variety of products for each household brand, I suggest you do a catalogue sale and direct it towards the collection of that household brands products.
* If you do this, the targeting should be the company the products are from and you could target competitors of this company later down the line.
For placements, leave it on auto placements.
For interests tests, stacking and single interests are no different, besides the audience size. When you’re stacking those interests and are still testing them, Facebook will essentially cypher through them, like you would in single interests.
If you chose to stack interests for interest testing, you would only stack interests that are related and not everything.
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