一个Facebook广告案例

产品是狗用品

1:电子商务网站目标定位选择conversions转化

2:选择受众地区US, Australia and New Zealand.

3:我的受众最有可能知道PetSmart或Petco,因为这两个品牌在宠物产品中都名列前茅。我把这些和其他共同的兴趣加在一起。

4: 我的目标是移动设备,主要是用手机浏览Facebook。我不需要右栏广告或即时文章。对于 Instagram,每天都有许多宠物账户诞生,我选择了feed和故事广告。

5:广告素材我用一段感人的话吸引了观众 ,我添加了表情符号,折扣,库存增加紧迫感。

6: 我设置4个组,一个组一天3美金,一星期测试3个产品。

定位
素材

Here is an actual ad campaign I ran, step by step:
Campaign Objective: If you are running Facebook ads for an ecommerce store, your motive is to get results. Consequently, I chose conversions as the campaign objective.

Demographics: With the niche I had chosen, I did not need to sort audiences by gender. I was primarily shipping to the US and Canada, but was also open to sales from the US, Australia and New Zealand.

Targeting Strategy: My audience was most likely to know about PetSmart or Petco, considering these two brands are top ranked for pet products. I added these as interests along with other common interests.

Placement: I targeted mobile devices as people as mostly browsing Facebook on their cell phones. I did not need right column ads or instant articles- feed based ads were enough. For Instagram, however, where a number of pet accounts are born everyday, I chose both feed and story ads.

  • Ads Copy: This is a step a number of online retailers botch up. Your ads copy should be limited to a few sentences- whole paragraphs are never read.
    I used emojis as other articles in the audience’s feed also use emojis- they are more likely to read your ad if it is perceived as another post on their feed. 

    I first hooked the audience in with an emotional statement- every owner wishes to keep their dog safe. Then, I added an element of urgency with the discount and the stock.

Budgeting: My daily budget for the ad was $3, so that I would be only spending $84 per month, which I could afford, owing to my savings. I decided to spend 100 dollars on each product. I started with 4 ad sets (3$ each). I used to test 3 products a week after a lot of research on products. I chose the Lowest Cost Bid Strategy for efficiency. While it might be unstable, I preferred this to the target cost bid strategy for the simple reason that it would have cost me more per event.

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