Ming School

Hacking for E-Commerce

Dominate Facebook Ads for Your E-Commerce Business

Hacking for E-CommerceDominate Facebook Ads for Your E-Commerce Business

We are Gerald and Travis from BrewingHot , a digital agency and one of the top agencies on Upwork. We worked with large brands such as Toshiba, Seagate, Loreal, Fujitsu, and Olympus for their digital marketing campaigns in the past, in an agency where we used to work.

We started BrewingHot to consult small and medium businesses from around the world on their digital marketing campaigns. It’s something we are super passionate about! Digital marketing and helping other businesses is basically what we love to do!

We realized that some of our biggest clients and long term clients are on ecommerce,and we helped them take their businesses up a notch to the next level. We see that it isvery time consuming for ecommerce owners to run their own campaigns, and it is costlyfor them. We want to help ecommerce owners save time and money by using methods we have refined on other ecommerce sites through the years.

Intro

We are Gerald and Travis from BrewingHot , a digital agency and one of the top agencies on Upwork. We worked with large brands such as Toshiba, Seagate, Loreal, Fujitsu, and Olympus for their digital marketing campaigns in the past, in an agency where we used to work.

We started BrewingHot to consult small and medium businesses from around the world on their digital marketing campaigns. It’s something we are super passionate about! Digital marketing and helping other businesses is basically what we love to do!

We realized that some of our biggest clients and long term clients are on ecommerce,and we helped them take their businesses up a notch to the next level. We see that it isvery time consuming for ecommerce owners to run their own campaigns, and it is costlyfor them. We want to help ecommerce owners save time and money by using methods we have refined on other ecommerce sites through the years.

GERALD MINGFounder / Digital Strategist

Gerald started his entrepreneurial journey by bootstrapping his own online venture -

sion is in digital marketing and developed the habit of creating startups, he joined Photobook Worldwide as Digital Marketing consultant and was promoted to team lead within a year.

Before founding BrewingHot in 2014, Gerald was consulting a few global compa-

nies such as SmileGate, Olympus and StreetSmart Marketing (Aussie #1 Business Coach).

Gerald is very passionate in building his digital team and believe that the younger generation workforce are digitally talented people and shouldn’t be stuck with 9-5

-

egizing campaigns , Gerald loves to meet up with entrepreneurs and enjoy a good

HIGHLIGHTS

MALAYSIA

Started to learn how to build websites & doing SEO on his own as hobby. Dropped

and can’t answer his HTML related questions.Started doing SEO for companies

services.Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers and prints. Sold TheConceptWall to Photobook Worldwide, and joins Photobook Worldwide as their Digital Marketing consultant.Started a new business division under Photobook Worldwide, called PhotoCru.com and launched CanvasSt.com in APAC

Became a Digital Marketing consultant in Singapore’s top digital ad agency.Founded BrewingHot with Travis.

2007

2008

2009

2010

201120132014

TRAVIS LIMCo-Founder / Head Of Operations

Travis started creating websites as a hobby during college around 2006.

campaigns & websites to achieve ROI for himself.

He is very keen to help companies to achieve tanglible ROI results for their digital campaigns. He thinks of conversions as part of a holistic marketing plan. When not optimizing campaigns, he is traveling or restaurant hopping.

HIGHLIGHTS

MALAYSIA

Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers and prints. Completed Degree in Marketing in UK, backpacked in Europe. Returned to Malaysia. Joined a Finance company.Set up own Finance company. Sold stake in company to pursue his real passion, Digital Marketing.Beat 400 applicants and joined a top Singaporean Digital Ad Agency. Was 1 of 2

Consultant. Was the only Operations person for a whole year, running many campaigns.

to surpervise them. Part of managerial role was liasing directly with Google

Msia etc.

Teamed up with Gerald to take BrewingHot to the next level.

2006

2008

200920102010

2011

20122014

In this ebook, you will find many case studies of our past campaigns, and what we did tohelp them dominate Facebook ads for their ecommerce business.

Case Study 1 - Japanese ecommerce

BackgroundDenimio.com sells premium Japanese denim to markets worldwide. The founderworked very closely with us and we created a very lean campaign structure whereby we helped them revamped their CPA ad campaign. The new campaign we ran for them helped reduced their CPA from $20 to an average of $5 . This e�ort greatly increased their profit margin per online sale. The overall sales for that season increased by 300%.

1.

It is a lot cheaper to reach out to your own Facebook fans with ads than to get anew fan.

We realized that Denimio already has a decent number of followers on Facebook.What we did was creating a very simple contest that highlighted a Free Momotaro branded Denim giveaway every week. All they had to do was to tell us why Momotaro jeans is the brand of their choice, and Like Denimio Facebook page.

We used Shortstack.com to run the contest, which is very easy to use for Facebook contests and we highly recommend it. Do not make complicated competitions.Keep it as easy as possible to ensure the maximum amount of participants. More steps lead to more drop outs.

ProblemThe client wanted to expand to other countries, especially in Asian countries.The CPA was getting higher and higher.

Approach

Get more brand awareness in Asian countries

To reduce the CPA and also to expand into new territories, we knew we had to:

Utilize RetargetingBuild Fan Page with new Asian fans to retarget to.

2.

We did a simple promo post to a page on our blog that details the steps of thecontest. The targeting was the denim lovers and to ‘Friends of Fans’. The key wastargeting Friends of Fans as they already have a decent following, and we found out that Japanese Denim lovers hang out with peers who are most likely also fans of premium denims.

The Click Through Rate for the promo post was about 25.8%.

25.8%CLICK TROUGHRATE

Inventory: Newsfeed ondesktop & mobile

We had $0.01 cent clicks for the promo post click and average $5.2 for each contest participant.

3.

Alongside the contest, we also ran ads to ‘Fans only’, informing them of new restocks of Denimio’s inventory. This worked really well.

About 100 entries to the contest within thefirst week

4.

Summary of Denimio campaignTargeting your own fans is one of the cheapest methods to lower your costand reach out to a more targeted audience. Be sure to keep building your FBfan page on a constant basis.

The use of ‘Friends of Fan Page fans’ worked really well and it managed toexpand the fan base even more.

5.

Case Study 2 - Mahabis

Backgroundmahabis designed slippers for the 21st century and sell online with over 1M+tra�ic all over the world.

6.

This chart shows our performance on Mahabis, as compared to the client’s other agencies from the UK & US. We had the lowest CPA.

ChallengesTo penetrate the Asian market and derive revenues. The Asian market is targeting considerably smaller countries eg. HK, S.Korea, JP, SG, Aus, NZ etc. as compared to their existing major market - UK & US.

Our SolutionWe did a careful analysis on their ongoing campaigns and came out with betteridentifications. With mahabis’s huge customer database and tra�ic, we created avery lean campaign structure (using di�erent approaches from their on-goingcampaigns) to reach out for asian audiences/market.

ResultsBeat out other agencies in terms of CPA and achieved up to 900 conversions/purchases at CPA lower than £45 in 50 days.

7.

Reducing the CPAThe foundation of how this campaign improved lies in the structure of the adswhich we came up with and used for all our campaigns. We will explain thestructure in detail in the next few chapters. Besides that these are the key factors for lowering mahabis’ CPA.

Create new targets (similar to converting ad sets)

Insert manual bidding that is relatively higher than the market value/rangegiven by Facebook

Accelerate the ad delivery

Duplication of campaigns/ad sets that are convertingI.e. we duplicated campaigns that are converting (same ad sets/targeting)The duplication can be at campaign level or ad set levelThe duplication/version 2 and 3 will consist of ad sets (only) that areconverting in originalcampaign/version.However, budget in version 2 & 3 will be at minimal (test run, addingslowly whenconverting)

8.

Focusing on Lookalikes

Peloha sells essentials oils and related products online across the world.Objective Expand and optimize current audiences/spending.

Brand awareness, preference &and loyalty - a number of existing mlm compa-nies

Case Study 3 - Peloha Essentials

Challenges

9.

We did a careful analysis on their ongoing campaigns and come out with betteridentifications. With Peloha customer database and tra�ic, we created a very lean campaign structure (using di�erent approaches from their on-going campaigns) to reach out for the audiences.

Created our own Facebook Ad structure that helps keep CPA low and ROI always in the picture. Achieved over 500 conversions/purchases each week. The conversion rate is encouraging as well.

Facebook is one of the best and cost e�ective advertising platform in the world. It can reach a targeted audience and even do remarketing to take the targeting to the next level.

Anyone of you using FB for some time would know it’s a love-hate relationship. You can do well a week, and the next week, costs increase, CPA , clicks change,algorithm change.

Facebook is changing quickly and the policies and algorithm are also alwayschanging. One of the biggest issues our clients and business associates face is the sudden rising cost of CPA, Reach and delivery issues and approval issues. What worked weeks ago may not work again this week.

BrewingHot’s Solution

Results

Facebook: The Love & Hate Relationship

10.

We heard our clients and associate lament over all the changes and we as anagency has faced the situation many times and adapting to Facebook’s changes.

Because we can’t ask Facebook to stop changing, what we can do is to actuallyimplement the best practices that makes our campaign structure solid, easy tomonitor, easy to optimize and flexible enough to maneuver when CPAs areincreasing. For all this to happen, the ad structure must also be clean and wellorganized.

Tracking is highly important. A good structure will make tracking a lot easier. Youwill easily know which ad is performing, and the revenue from each specific ad.

The Structure is Your Foundation - The Winning Structure

Quickly identify which country, placement, age, interest, audience are givingyou the lowest CPA.

The biggest issue when we take over a campaign from a client is….the campaign structure is confusing and it is hard to isolate and identify the targeting that is giving the best CPA.

What is a winning ad structure? A winning ad structure allows you to:

This is the ad structure template that we use for our ad sheet:

Able to make changes to stop high CPA ad sets, and able to quickly createnew ad sets.

11.

https://docs.google.com/spreadsheets/d/1g3XA5bzGlaprJ0mQfT5SiVkvF3ZZmSWxu6U4tVXtU_o/edit?usp=sharing

A) Organize Campaigns by Placement (and countries)This is the ad structure template that we use for our ad sheet:

Our structure, on the top level begins with the campaign organized by placement and country. The image above shows the ad structure template for Mobile News Feed.

Why organize in this manner?It makes it a lot easier to pause the expensive placements and countries andrefocus the budget to the ad sets that are performing.

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B) Organize Ad Sets by Specific Interests & Targeting

C) Run a maximum of 3 ads at any one time

Why organize in this manner?This enables you to pause the non-performing interest and targeting very quickly and allows you to create new targeting quickly.

Don’t run too many ads at one. Run a minimum of 2 and a maximum of 3 at anyone time. Pause the one that is not performing and keep creating new ones to beat the 2 that are running.

A�er the campaigns, is the ad sets. Each of the campaigns should have exactly the same number and types of ad sets. Each ad set has it’s specific Interest andTargeting. Closely group similar interests into one ad set.

13.

Step By Step

Pixels to Measure ConversionBefore going into the the ad structure. You need to setup your Facebook pixelsfirst. What are Facebook Pixels? They are codes that are pasted on certain pages ofyour website that determines an action that you want to track.

For example, for any e-commerce, you must have a conversion pixel pasted on the‘Thank You’ page, a�er a checkout is completed. This can measure who actuallymade a purchase a�er clicking on your Facebook ad.

Conversion Pixel - The pixel that determine an action, usually a Purchase.

There are 2 main pixels we use for e-commerce:

All Facebook pixels should be pasted on the <head></head> section of yourwebsite.

To create a pixel go to the Tools > Pixels section.

Page View Pixel - To retarget people who visit your website.

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Go one to click “Create Pixel’ if you do not see any pixel that was already created.

Name your pixel and it will appear on the main Facebook Pixel dashboard. Nowclick on your Pixel , in this example it is ‘Default Pixel’.

15.

This is the ‘View Content’ or retargeting pixel you should use to paste on every pageof your website. This is your base code.

Creating a ‘Purchase’ action / event to be tracked.

To create a Purchase or Conversion pixel, just the same code, but add this 1 line tothe code. This modified based code should be pasted on your Thank You page,which is right a�er a successful checkout.

Now go to View Pixel Code.

16.

There are other Events you can add:

For more on the Facebook pixels, do read:

17.

https://www.facebook.com/business/help/952192354843755

There are 2 main ways to use Custom Audiences, first is by uploading email lists ofyour leads. This could be emails of people who converted or emails of opt-in leads.If you select the ‘Customer List’ , the next window will ask you to paste your emailinto the box. Click ‘Copy & Paste Your Customer List’ and paste your emails there.

Creating Custom Audiences

Go to ‘Tools’ and select ‘Audiences’, followed by ‘Create Audiences’.

18.

Facebook will take a few minutes, or up to half an hour depending on the size ofthe list, to match those emails with their Facebook accounts. Make sure to nameyour list something that you understand.

Once you click that, select an original Custom Audience which you want it to beused to create lookalike.

Once the list is ready, Facebook will show a green light and the size of the targetaudience (that also have a FB account). This list is now selectable in your Ad Settargeting section.

To create lookalikes, it’s a very simple process. The first step is to create a normal Custom Audience as you have done. But now you select ‘Lookalike’.

19.

Sample naming conventions for Lists.

For most ROI based campaigns, you’d want to select ‘Increase Conversions’ as theobjective. Let’s go with this one for your e-commerce.

The next window has a slider, and this slider means how close you want thelookalike audience criteria to be to the original Custom Audience. Typically 1%works the best for e-commerce as it is the closest match to the original customaudience. Select the 1% and that’s it, you have created a lookalike audience! Waitfor a few minutes and it will be selectable from the Ad Set level.

Ad Structure CreationOnce you have created your ad account and entered your billing details, go aheadand go back to the Ad Manager dashboard and click ‘Create Campaign’Start with the name of the campaign and let’s make a ‘Mobile Newsfeed’ campaignfirst.

20.

The next section, is where you select your Custom Audiences, location and otherdemographic elements.

21.

The next section (same window) is where you can layer or narrow your Audience with other Interests.

In the placement section, select just 1 placement first. For this tutorial, just selectthe ‘Mobile News Feed’.

A�er selecting that, click to the next step, which is the ad creation stage.

22.

23.

For Facebook Mobile News Feed , Desktop News Feed and Right Hand Side, the size1200x628 pixels works great. Facebook automatically resizes them to fit those threeplacements.

There is a Facebook ad image rule that you need to adhere to. Text can only occupy20% of the ad image. Use this tool to check before uploading your ad image intoFacebook - http://www.social-contests.com/check-image/

24.

This is where you input your ad Text , Headline and News Feed Link Description.There is a character limit for every section.

Once you are done, click ‘Place Order’, and then ‘Continue’.There you go, you have created your first campaign!

So you have created the Mobile Newsfeed campaign just now. What’s next is toduplicate the Mobile Newsfeed campaign into campaigns for other placements.

25.

To do this, tick the box next to the first campaign you’ve made and then click‘Create Similar Campaign’. Just accept and create the new campaign , rename it first to (Desktop) and keep the new campaign paused.

Go to the new Desktop campaign and then tick the box to select all of the ad set.Click on ‘Edit’ a�er selecting all the ad sets.

26.

Once you click ‘Edit’ you will see the following window.

The ad image and ad can remain unchanged! Repeat the same duplication for RightHand Side, and you are done for your first campaign with awesome structure!

Previously Mobile Newsfeed was selected. Now since you are creating this newduplicate campaign for Desktop News Feed, uncheck Mobile and then selectDesktop News Feed. This way you have easily replicated the Mobile campaign into aDesktop Newsfeed campaign.

27.

The results above speaks for itself. The Australasia Australia (RHS) campaign wasduplicated , and it was running concurrently. It did not increase the CPA of theoriginal campaign, while the duplicated campaign got an even lower CPA than theoriginal! Convention wisdom tells us that the campaigns might compete againsteach other while driving the costs up, but the reality is, it doesn’t do that.

Optimization Hacks:Duplicating Campaigns HackWarning! This technique goes against all conventional optimization techniques andtheory. Bottomline….it works most of the time!

The campaign structure makes it very easy to quickly duplicate campaigns. Werealized that many times, Facebook actually have problem propagating ads whenthe reach size is medium to large, this is a good technique that works a lot of thetime

This technique is simple, just duplicate the campaigns that are working. And don’tworry about overlapping targeting and all those things, Facebook won’t warn youabout it..

28.

The results above speaks for itself. The Australasia Australia (RHS) campaign wasduplicated , and it was running concurrently. It did not increase the CPA of theoriginal campaign, while the duplicated campaign got an even lower CPA than theoriginal! Convention wisdom tells us that the campaigns might compete againsteach other while driving the costs up, but the reality is, it doesn’t do that.

So how do we duplicate it?

When you have a campaign that is doing well, and it has a Reach of above 10,000,go back to the campaign level of the campaign, and duplicate the entire campaignin Ad Manager or Power Editor. Name that new campaign Version 2

Don’t duplicate too many campaigns at once. Start with 1 or 2 and monitor the nextday. Sometimes we duplicate up to Version 10. We continually monitor and some ofthe versions might have higher CPA than the others. What you do is pause the onewith higher CPA, and duplicate the versions that has lower CPA. The process is tokeep duplicating whichever campaign that doing well and then monitor.

Sometimes Version 2 or 3 might not work, but Version 4 might be the best, soduplicate version 4 into version 5 as well to continually test. Yes, you can keep themrunning concurrently as long as the CPA is within your limits. Pause the campaignsthat have CPA that is higher than your KPI..

29.

While you should always begin a conversion campaign with Optimize forConversions, if you find your campaign stagnant, experiment with otherOptimization such as Link Clicks to Website, Impressions or Daily Unique Reach.

Don’t Always Use Optimize for Conversions

We have some very good conversion campaigns running on ‘Impressions’. Eventhen do make sure your conversion pixel is active and able to track conversions.

30.

Right Hand Side ads seems to work great for fashion and end consumer productsfrom our e-commerce tests. Use a large image, something like a hero image of yourproduct that is unique.

This shoe is the best performing as compared to other images. One key takeaway isthe unique colors of the shoe and the product looks very clear and large here.

The RHS ads stay on the right side of the browser even when the viewer is scrollingdown the timeline and having a large image of the product is important.

Also put some of your products that has the most outstanding features or colors asthe ad image as well.

31.

Rather than having normal ad for retargeting, do one that has a very easy toremember/type Promo code, just like this one.

Retargeting Tip: Discounts to Bring’em back!

We have used Picreel.com Exit Intent tool to convert up to 30% of tra�ic that wasabout to exit the website.

How Exit Intent tools works is that, it shows a pop-up just when the user is about toclose the tab or exit the page. The so�ware detects the mouse movement andlocation and shows them a pop-up before they click to exit or navigate away fromyour website.

Convert up to 30% of Lost Tra�ic - Exit Intent Hack

32.

This is where you input your ad Text , Headline and News Feed Link Description.There is a character limit for every section.

Here’s the tip for e-commerce, in the pop-up show them a Discount to get them tomake a purchase right now. Similar to the ‘FB10’ Discount code, do another simplecode with discount just for the exit intent. Create an urgency for the call to action,get them to make the purchase now.

There are 2 ways to do this. One is to straight away giveaway the code on thepop-up itself so the viewer will use the code immediately and make a purchase.This is more direct and won’t lose the flow of a possible buyer.

The second method, is the get them to key in their email address to have thediscount code sent to their email. This adds an extra step, but the bonus is, you cancapture their email for retargeting and also to nurture the lead with email and so on.

Picreel is very easy to use, it only requires you to paste a single line of code ontoyour website. Picreel’s dashboard contains analytical tools, and A/B testing tools.This is a no brainer investment that can reap in results almost immediately a�eractivating it, as tested by some of our e-commerce campaigns.

Picreel sample

33.

http://www.jonloomer.com/2014/01/28/website-custom-audiences-facebook/

Base on the past experiences working with e-commerces, custom audiences are thebest and most powerful way to have lower CPA and to maintain it consistently low.

While it is important for any FB ad campaign and Adwords, it is exceptionally moreimportant with E-Commerce.

Custom Audiences - List , List and Lists

It’s one more way to reach an incredibly relevant audience. You can target fansorganically. You can target your email list or other o�line customers throughCustom Audiences. And now you can reach people who may not be either an o�linecustomer or a Facebook fan, but who visited your website.

Another very cool benefit is that you can isolate specific visitors within theseWebsite Custom Audiences. So you can focus only on those who visited a specificpage or section of your site, or those who visited pages that included a particularkeyword in the URL.

According to Jon Loomer:

34.

The most important thing for targeting in e-commerce is the audience lists that youhave. Whether it is your customer list or remarketing audience size, this is your keyfactor in getting quality leads and reducing CPA. If you want a sustainable and longterm stable CPA, build your lists as much as possible.

It doesn’t matter what methods you take to get the lists, the more important thingis the Lifetime Customer Value. Our major e-commerce clients are willing to makeless or break even on a sale, to bring in more customer information to achieve theLifetime Customer Value.

For Peloha, they o�ered a free necklace for anyone. Peloha then ships the necklaceto the person who signs up for it, all they have to pay is for shipping. This givesPeloha a database of the person's email, phone number and shipping address tosend out marketing materials in the future. It also qualifies them as a potentialcustomer as these people are willing to pay for shipping.

For Mahabis, they spend heavily on ads while making less profits because they aremore concerned with the Lifetime Value of the customer.

Definition of Lifetime Customer Value

See our ad sets. We depend greatly on Lists everytime we can. If we don’t have theaudience list, we run campaigns to build lists. Campaigns such as contest and promos.

In marketing, customer lifetime value (CLV) (or o�en CLTV), lifetime customervalue (LCV), or life-time value (LTV) is a prediction of the net profit attributed to the

entire future relationship with a customer .Customer lifetime value - Wikipedia, the free encyclopedia

Keep in mind of the Lifetime Value of your customers. Giving out freebies (as longas they pay for shipping) and promotions and making less (or breaking even) is ane�ective way to build your list while at the same time, it qualifies someone who iswilling to fork out money for your product.

Another absolute important thing is to utilize Retargeting as soon as you can. Forevery ad campaign, you must have several pixels in place. Here is an example:

This helps us in 2 main ways. First is we can retarget those that Add to Cart orInitiated Checkout but doesn’t purchase. We can show them special o�ers to get them back to the funnel.

Landing Page - A normal Page View pixel

If you see the above, we have Facebook pixels on:

Add to Cart page - A pixel conversion for those that views their add to cart page.

Initiate Checkout - A pixel for those that proceed to the payment page (butnot yet paid)Purchase (thank you page) - Those that has successfully purchased theproduct.

35.

http://pearanalytics.com/blog/2009/importance-of-lifetime-value-in-marketing/

Lifetime Value (LTV) = Total Customer Revenue – Total Customer CostsExample: let’s assume that a customer generates $1,000 in LTV, or net contributionmargin, during their lifetime. Knowing this, you wouldn’t spend $1,000 to acquire a

new customer, right? Of course not. You should earmark about 10%, or $100towards acquisition cost.

Custom Audiences - Retargeting / Remarketing

This example shows some of the Audience that we created, revolving around cartabandonment.

Secondly, it helps you figure out your cart abandonment rate and figure out how toimprove your conversion rate. While you can also see this in Google Analytics, weprefer to have at least 2 platforms tracking the website so we can make a moreinformed decision.

Other retargeting to make use o� is all your website visitors but to break it downinto days.

Do use the ‘Exclude’ Audience function to prevent targeting overlap if you want to.From this visitors audience, you can create lookalikes and then layer it with specificinterests as well.

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It is still best to narrow Lookalikes with Interests or Demographic related targetingas Lookalikes are still quite broad.

Looking at the 1 Yen Cost Per Post Engagement, this is the reason why you shouldbe building your own Facebook Page with highly engaged fans.

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Building a Solid Fan Base and Why it is Important

If you haven’t realized already, CPC and CPM are on an increasing trend, whileFacebook organic reach is dropping.

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http://cdn1.dazeinfo.com/wp-content/uploads/2015/07/facebook-advertisement-cost-Q1-2015-e1437479833235.png

The bottom line is the continue to post great content on Facebook and continuallyrun Page Like campaigns to a very targeted audience.Run Page Like ads for Lookalike list, Friend of Fans and also Retargeting Audiences.

https://d28wbuch0jlv7v.cloudfront.net/images/infografik/normal/charto�heday_2021_Organic_reach_of_brands'_Facebook_posts_n.jpg

Running native ad campaigns

Boosting content and Retargeting the people who read that post.

39.

Content marketing is rarely mentioned when it comes to running an ROI and CPAbased campaign. Not surprising as many are quite unsure of how to content canlink to ROI in the shorter term.

Facebook is a great platform to propagate content to a wide and targeted audience,and with the advent of Retargeting, this brings a more quantifiable approach tocontent marketing.

2 of the best ways to get measurable results for your content marketing onFacebook and to lower your CPA is:

Content Marketing & Organic Growth

These are some of the content we created for Denimio

40.

To create e�ective content, it begins with the persona of your target audience. APersona is very useful for coming up with ad targeting as well as for contentmarketing. Here is an example of a persona we created for Denimio.

From this persona, we created our ad structure and it also gives us ideas to createheadlines for our content.

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For example, we wanted to gain awareness for people who are keen on JapaneseDenim, so we created an article called Japanes Denim vs American Denim.

This is the visual of the boosted post.It will be targeted to people who likesJapanese Denim.

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We got a huge amount of likes and shares for the content, and it ranked well forSEO as well. Here are the results of the content marketing e�orts.

We also ran other content marketing campaigns for other non-ecommerce clientsand they worked great as well, provided proper research was done for the contenttitle and subject. Below is the content marketing that we had done for a large Qatardirectory and product listing site, Qatarliving.com. Take a look at some of theengagement there.

Huge jump in organic visits for SEO (Moz)

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Shares

180

180 shares for this content

Shares

148

148 shares on Facebook, totally organic.

Many e-commerce websites focus only on direct response ads, but based on ourexperience it pays to invest in content for the long term. Always set aside somebudget for your content marketing e�orts, it will pay o� and help you stand outfrom your competition as you can cra� your own brand story.For more examples of how to utilize content in Facebook advertising do check outthe Native Advertising section below.

Create at least 3 personas to start with. Start with the name. Write down, what eachperson’s age is, and what they like to do.

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Steps to Creating Killer Content TopicsTo create the right topic that is engaging for your target audience, the very first stepis to know how is your audience. Drill down specific to who they are , and what theydo, their demographics and so on. The best way to start is to create a marketpersona of your target audience.

There are many types of persona charts, but the most common starts with a nameand a classification based on their job title or their interest.

Name

A basic marketing persona contains:

Age , Job , LocationActivity / Hobbies and InterestsWantsGoals / Obstacles/ ChallengesYou can even include keywords as well to make it easier to think of contenttitles.

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http://www.linkedmediagroup.com/create-brand-persona/

If you look at the denim marketing persona above, you can see that there are 3main groups of persona I want to target. The first one are Denim enthusiasts butnot familiar with Japanese Denim, the last one is Japanese Denim Enthusiasts.

The content topics and ad targeting will be very di�erent. For those who areunfamiliar with Japanese Denim, I will focus the ads and content on American andEuropean denim brands in the content and ad targeting while subtly promoting andeducating them about Japanese denim in the content.

For Japanese denim enthusiasts, I will directly write about the Japanese denimbrands, while targeting and boosting the article to Japanese denim brand interests.

A�er that I can break it down to 2 sets of content, for example:

A�er you’ve rounded up the topic you want to write about, you need to improve onthe headlines and ensure that the visuals are of good quality.

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American vs Japanese Denim: What is the Di�erence?Are Japanese Denim Better than American?7 Ways to Cu� Your Denim

The Legend of Momotaro JeansAn In depth look at Japan Blue denim10 Shoes to go with your Japanese Denim

Set 1 - American Denim and Educating of Japanese Denim :

Set 2 - For Japanese Denim Enthusiasts:

If you are struggling in providing catchy headlines ,do check out Hubspot’s BlogTopic Generator, it is useful for times when you can’t think of anything.

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http://www.hubspot.com/blog-topic-generator

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Native ads are ads that blen in with content almost seamlessly.

http://www.sharethrough.com/nativeadvertising/

Native Ads & How to Use It

What is native advertising? If you didn’t know, here is a good illustration:

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http://www.sharethrough.com/nativeadvertising/

https://blog.kissmetrics.com/native-advertising/

Which piece of the BuzzFeed homepage contains native advertising? The answer isthe entire page is littered with Native Advertising! This is a more extreme example.

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Remember that we did blog content for Denimio? Just like for our other ecommerceclients, we get them to insert a new Retargeting pixel on that particular content.You can put both FB retargeting and Adwords remarketing pixel into the article.

First, boost the post on Facebook for your content for a couple of days, or a day, itdepends on how fast you can build the Retargeting audience. Make sure that at theend of the article, there is a call to action, whether to claim your promotion or topurchase a particular product.

Second, once the Audience is ready, just retarget it and lead them to a landing pagefor the o�er or e-commerce. For Denimio, we normally write about a particularbrand of denim, so we can retarget them to a particular brand of denim.

So how did we use native advertising for our clients?

People who have interests in Japanese denim and Momotaro denimLayered with friends of fansCombined with 1% lookalike of previous purchasers.

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This article was written specifically about Momotaro branded denim, in which wecould retarget the readers with Momotaro denim page or o�ers.

When we boost the article, it will also be targeted to Momotaro denim andJapanese denim related Interests, so it will reach out to a more relevant audience.

Article Boost Suggestions for this scenario:

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This is one of the Momotaro denim page we can link to, for the retargeting ads. Alsoremember, you can also place additional retargeting pixels for those people whoactually landed on this page to be used for another retargeting campaign.

One of the most understated aspects of e-commerce is the User Experience of thewebsite. Make sure that your navigation, pages , sites are all properly segmented.The visitor should be able to find what they are looking for within 3 clicks.

When we first started with Denimio, we had to improve some of the basic UX, suchas the image below, we added the link to the blog into the red box.

Previously the link was up in the small grey bar and it was not visible.

User Experience Factors of an E-commerce (UI/UX)

Product page URL seems to be better this wayProduct category page is missing / not working

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Also the product category sections are confusing and some of them are not properly organized.

Adding a Blog navigation on the red box

We had to restructure some of the product categories. The side benefits of this isthat it helped the SEO as well, as the page categories become easier to navigate,and the important categories are properly optimized for search engines.

For landing pages of special promotions, or a product specific campaign, do followthe best practices of landing pages:

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https://docs.google.com/presentation/d/1e2sCwJNLBMfYHm0gIqDlCDq5dmgRk426c7NYBXvcJPU/edit#slide=id.g4baa5c6c3_029

To achieve success in e-commerce on Facebook, you will need to build yourfoundation on a structure which is well-organized and easy to understand, that alsoallows you to quickly make changes to adapt to the changing landscape ofFacebook advertising and competition.

Once the foundation is right, make full use of Facebook’s Custom Audience arsenal,such as Email Lists and Retargeting. Be creative with Retargeting and always set asmall budget aside to experiment with hypothesis and new ideas.

Do not forget to constantly create your brand story by content marketing as thiswill help you in the long term in areas of brand awareness, establishing yourauthority & credibility and improving your SEO.

Do not look just as short term ROI, but remember that your Lifetime Value of apaying customer is much more important.

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Conclusion & Summary