After thousands of Facebook ad testing and a record-breaking revenue year for many of our clients in 2019, we wanted to shed some light on what worked and where we believe your focus should be this year to scale your business using Facebook ads for eCommerce businesses.
1. Park your ego at the door: CBO works if you give it time
It’s been covered at length throughout the year, Facebook doesn’t believe manual bidding and human adjustments is the way to go. They want marketers to let go and trust their own optimization ways.
With Facebook’s Campaign Budget Optimization, you give up control on how much budget each ad set/audiences get within a campaign. As scary as that sounds, after running hundreds of campaigns with and without CBO in 2019, our conclusion is that it does, in fact, stabilize campaigns in a positive way.
The more you spend, the more likely it is to help your performances. It may take several days for CBO to show its worth so be patient and trust the algorithm.
2. Add Buzzfeed-like video and DPAs to your prospecting campaigns
Video remains the hottest ad type on Facebook. Engagement rates remain very strong. What a lot of eCommerce companies tend to do rather badly when they come to us asking for help is how they introduce their brand to a cold audience.
We typically focus on building out two types of content for Top of Funnel Efforts:
This type of ad feels native to the platform and sucks users into consuming the clips. The brief is simple: introduce your brand as BuzzFeed or Business Insider would. Make sure it conveys momentum by using headlines like “This clothing company revolutionized travel by…”
Need inspiration? Check out this video we made for Anatomie.
DPAs to your Top of Funnel
As much as people love an introduction, we’ve also noticed that some shoppers fall in love with tangible goods, so don’t be shy to feed your Facebook ad funnel with Dynamic Product Ads, or DPAs that showcase your best sellers, new arrivals or a collection that resonates with the time of year.
Historically, Facebook has encouraged DPAs for Middle of Funnel/Bottom of Funnel retargeting but we’ve seen success with this ad type throughout the funnel, even at the top.