If you’re in e-commerce, you know that making profit is all about finding winning products.
However, finding products that your target audience loves is no easy task. If your store doesn’t get organic traffic, or you’re just starting out, it’s difficult to know whether the products you’ve listed are going to resonate with your buyers.
So how can you find winning products without spending hundreds in advertising? It’s simple: A/B test Facebook ads.
Facebook ads are one of the best ways that e-Commerce store owners can find products their buyers love, without having to drain the bank on advertising. With Facebook, you can test hundreds of different products at the same time to see which products are performing well, and what products aren’t.
To start, create a campaign with the “Engagement” goal.
Most beginner Facebook marketers will choose a “Conversion” goal when product testing on Facebook. However, your goal when testing products isn’t to drive sales, rather to see what advertisements work the best for your products.
With the “Engagement” goal, you’ll be able to see which audiences react positively to your advertisement, all without having to pay for clicks on your campaign.
In short, you’ll be paying less for the same metrics.
Next, create multiple different ad sets, all equipped with different targeting options.
Let’s face it. There’s no way you can know how your audience will react to your product advertisements. That’s why it’s extremely important to create different ad sets for the product you’re testing, all equipped with different targeting options.
For instance, if you sell necklaces targeted towards dog owners, you’ll want to create at least 3 different ad sets. Each ad set will target a specific individual interest, such as “Husky Lovers” or “Dog Magazines”.
Then, create several ad variations for each of your ad sets.
After you’ve built your ad sets, go in and create 2-3 different advertisements for each set. Each ad should include a different image, call-to-action, and copy to see what your audience reacts to the best.
It’s important you tap into your creative side during this step. Play around with your pictures, write a bunch of variations for your copy, and create a ton of enticing call-to-actions for your ads.
After you create your ad variations, run each ad set for 3-4 days.
Running your ad sets for a few days gives you plenty of time to collect data on which advertisements are performing the best with which audience.
During the 3-4 days that you’re running your ads, be sure you’re monitoring them closely. There’s a good chance that you’ll be able to spot which ads are performing the best within 2 days. That way, you can cancel out bad ads before the 4-day period ends.
Also, it’s best to not worry about your ad spends in this step. ‘Engagement’ ads are cheap as it is, and if you do end up spending more than you bargained for, there’s a good chance you’ll have sold plenty of products on the ad that’s costing you the most!
Finally, analyze the results of your ad sets and choose the winning ads.
Once your ad sets have run for 3-4 days, go back into your ad manager and take a close look at which ads performed the best.
Here’s an example:
Let’s say one of your ads had a 10-cent cost-per-engagement with 100 engagements total. Another ad in the same ad set had a 15-cent cost-per-engagement with only 25 engagements total. Obviously, the first ad was the top performer.
Now that you know what ads performed the best, all you have to do is copy that ad set into a “Website Conversion” campaign and start selling products!
“What do I do if none of my ads performed well?”
If you didn’t receive any notable engagements or had a CPE higher than 15-cents, there are two things that could’ve gone wrong:
- You didn’t create your ad correctly. This could be a problem with targeting, ad creative, or something similar.
- Or, the product your selling doesn’t resonate with your target audience.
If you’re a beginner with Facebook ads, it’s very likely that you didn’t create an optimized advertisement. Don’t worry! It’s a tough thing to do.
That’s why at Adcellerant, we’re dedicated to helping businesses run social media marketing campaigns that actually drive sales. No more guesswork. To learn more about AdCellerant and services we provide you can request a demo or send us an email at [email protected]!
