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Facebook ad strategy for website popularity
Hi all,
I have a website where we charge sellers to list their items so we monetise the amount of potential buyers/website visitors we get. We have a good number of sellers but want to boost the amount of website visitors so we can retain our sellers for longer periods.
We’re in a very niche industry and it’s a similar model to Craigslist in that people won’t come and purchase from our site directly, they’ll (ideally) browse regularly and make offers to sellers who will then contact them & conduct a sale in their own time.
This makes the ad goal more confusing. I’m not looking for a direct conversion but for returning website visitors and brand awareness.
My FB ad knowledge is out of date now as I haven’t run any since old dropshipping sites years ago. I’m wondering what the best settings would be for this sort of goal.
I used to use boosted post ads for engagement and this was quite effective at the time but it seems the game has changed. My settings at the moment are as follows:
– Website visitors goal
– 18 to 45 (based on results from boosted posts)
– 2 interests (required for this niche industry but not perfect as there are not many relevant interests available to target)
– 1 behaviour target – “engaged shoppers”
– advantage+ disabled
– all placements enabledI have 4 ads and am planning to do some testing but not sure what to differentiate between the ad sets.
Could you provide any suggestions for testing, or a complete overhaul if my current settings are useless in 2023.
Thanks in advance.
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1 Reply
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I suspect you’ll want to track the buyer making an offer/inquiry as a FB conversion event and then optimize a campaign towards that.
You can also turn your sellers items into a product feed/fb catalog to create dynamic product based ads.
These things are technically challenging when you aren’t dealing with a simple shopify ecommerce site, but it’s doable. I run a slightly similar site model, feel free to DM me with any questions.
Beyond that, following standard fb advice about using an awareness campaign with a remarketing funnel should work well for you.
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Use a lookalike audience of previous website visitors. Trial 1/2/3/4/5% LAL. I sometimes opt for landing page views instead of clicks.
Trial numerous types of ads with different creative and copy, including carousels and single image ads.
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