eCommerce Lifestyle
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How To Fix Facebook Ad Campaigns

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​Are you struggling to get results from your Facebook Ad Campaigns?

A viewer from one of my live streams recently ​shared that he’s been getting a lot of ‘add to carts’, but no sales.

So in today’s podcast, I’m sharing my top tips on how to increase your sales with Facebook Ad Campaigns.

If you have any questions or stories to share, leave a comment below.

What's Covered in This Episode:


​Acronyms mostly used for Facebook Ads:

  • ​WC = Website Conversions
  • ​VC = View Content
  • ​ATC = Add To Cart
  • ​IC = Initiate Checkout
  • ​PUR = Purchase

​KPI's:

  • Numbers range from store to store and from an ad to ad, but in general you will see a 50% drop off from ATC to IC, and then another 50% drop off from IC to PUR.
  • ​The further people move through the order process, the more intent then have.
  • ​If your numbers are way off from stats above, then you have to try to locate where the problem is located.

​​Tips to fix Facebook Ad Campaigns:

  • ​Make sure you’re optimizing for the right thing.
  • ​Install Lucky Orange (or a similar screen recording tool) on your site to watch how people are using it.
  • Test your checkout yourself and all different devices (different desktop browser and mobile) to make sure it works.
  • Research your competitors for products that are getting added to the cart the most.  Do they have a more compelling offer?
  • ​Check your shipping rates against competitors.
  • ​Offer more payment options (Google Pay, Apple Pay, Amazon Pay, Klarna (if high-ticket)
  • ​Send your store link to friends and family and ask for their honest feedback as they go through the checkout process.
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Transcript

What's up everybody? Anton Kraly here from ecommercelifestyle.com, and welcome back to the podcast that is designed to help you increase your revenue, automate your operations and become number one in your niche. Now, today I am taking a question again. This one came in from a YouTube live stream that I did, and the YouTube account that asked it, the name was Digito Cash. Not sure what that means, but that's the name. And the question says, my WC campaign brings a lot of ATCs, but not much sales. What is a good strategy to troubleshoot this issue? So, basically he's saying he's running a Facebook campaign, it's not working as he wants it to and looking for some advice. So I'm just going to call this episode How to Fix Facebook Ad Campaigns and specifically address this issue. First share what I think might be happening, and then share how to actually fix it or troubleshoot it. What I would do if I saw that happening.

So, the first thing that I should mention just so everyone's on the same page here, is those acronyms that he gave are specifically used for Facebook ads. They can be talking about other platforms, but when you see people using them, it's just common in the world of Facebook marketers. So, few different ones that if you're not familiar with yet, you should know the Facebook acronyms. So the first one was WC. That means website conversions. That can mean different things though, so we'll talk about that in a little bit. The next one you should know is VC, that means view content. So another thing you can see in your Facebook account, how many people are viewing content and what the cost is. Then we have ATC, that stands for add to cart. So literally how many times are people clicking the add to cart button on your product pages? Then we have IC, which stands for initiate checkout, meaning they're actually going through the checkout process. And then we have PUR, P-U-R, and that stands for purchase. Doesn't really have to be abbreviated, but that's what that means.

So again, the exact issue that a Digito is facing is he is bidding on website conversion campaigns in Facebook, that's his campaign type. He's getting a lot of add to carts, but not many people are purchasing. So they're clicking add to cart, they're not following through with the transaction. So, the first thing that I want to share with you and with everybody is just kind of some broad KPIs here, key performance indicators, so you can give yourself a baseline of where you're at. Now, this varies from campaign to campaign, from store to store, but in general, what you'll see is about a 50% drop off from add to cart to initiate checkout, and then another 50% drop off from initiate checkout to purchase.

So, let's just say in a day, I'm just going to use a big number because it's easy, you have 100 add to carts. Then in general, you might see about 50 of those people initiate checkout. And then you might see about 25 of those people purchase. So again, about a 50% drop off from add to cart, to initiate checkout, to complete purchase. So, keep that in mind, and if your numbers are better than that, that's great. Again, that is common depending on the type of campaign you're running, and your store and what you're selling. But if they are much lower than that, for example, if you had 100 add to carts in a day, and then you only had 30 people initiate checkout, and then you had five people buy, then you're way off and that's when you know you should troubleshoot things.

So, just made some notes here with some general tips and things that I would recommend you check out. The first is to make sure you're optimizing for the right thing. So like I mentioned, you said you're running website conversion campaigns, which is great, but when you're in Facebook and you're setting up conversion campaigns, obviously it doesn't just mean that a conversion equals a sale. So inside of all of those campaigns and inside of all the ad sets inside of those Facebook campaigns, it's going to say, what conversions do you want? So a conversion could even be an add to cart. A conversion could be somebody fills out a form on your website. A conversion could be someone purchases. But the specific conversion that Facebook is going to optimize for is the one that you select inside your ad sets in those conversion campaigns.

So that's the first thing I would say. If you're optimizing for add to carts, then you're most likely going to get a lot of add to carts. And that's probably not what it is, but something people should be aware of and something everybody should always be monitoring when they're trying to troubleshoot issues like this. Now, the second general tip that I have for you is to install on your store some type of screen tracking software that will track what your website visitors do. I use a tool called Lucky Orange, luckyorange.com. There is tons of other ones also. But basically what these do is literally record, as different people are visiting your store, it records their mouse as they move around your website, it records where they click, where they're from, how long they've been on your store, how many times they've been to your store.

And what you can do is watch screen recordings and try to get an idea for what might be going wrong. Maybe it's something you don't see when you go to your store, but after you watch a whole bunch of your visitors clicking around, maybe you'll notice, oh, this thing doesn't look right, or that button doesn't function properly. And that can give you some perspective and some feedback that you can then use to modify your store and make it better. Another thing that I recommend you do, and really everybody do regardless of if you think you're having issues or not, is go through your checkout process yourself, and don't just do it on your computer in the main browser you use. So if you use a Mac and you're always on Google Chrome, also go check it out in Safari, make sure it looks the same there, make sure it works the same there. Then pull out your phone, go through it there, make sure it works on your phone too, because by default it will.

But what happens sometimes is people install a bunch of apps, sometimes people get into their code base, make a bunch of changes, and they don't realize that something they changed broke the way their site works, and sometimes it'll only break the way it works on certain devices. So that's why I recommend trying a whole bunch of them out, just making sure that, again, now you're seeing people's screens through the screen recordings, you're seeing it yourself on your own phone and just trying to find any potential issues that would cause people to not be able to complete their purchase, or even just make it more difficult on them. And again, those are things you can change to improve in the future.

Now, another thing you should definitely do is research your competitors that are selling the same or extremely similar products. So whichever products you're getting added to the cart the most, you can just find this out in your Shopify backend in the admin, but go on Google real quick, search for those products, see what comes up. Are your competitors beating you with a better offer, a better price, better bonuses? Is that what's happening? And again, it might not be, but that could be a last second thing, people are quickly Googling the product again, right away maybe the first result is somebody that has a better offer and they're getting all the sales. So, check that out, and if you see that you can make your offer better or more enticing, then do that to beat who was ever already beating you. Again, doesn't mean that's the issue, but something to troubleshoot, something I would definitely be researching.

Just building on that, the next thing I would do is check your competitor's shipping rates for the same or similar products, because I'm not really sure what products you're selling, what price point they're at. Maybe you're already offering free shipping and so are your competitors. But maybe your competitors are offering free shipping, and when the person gets to your cart, they see that there's a $20 upcharge or something. So just check things like that. Again, make sure that people aren't just leaving you last minute to buy from your competitors, make sure you're not just sending them businesses. Something else you should definitely do is, and this is regardless, again, even if conversions were great, is add as many payment options as possible to help benefit your customers so that they're not just stuck only able to pay one way once they actually are in the checkout, after they add to cart, go to the checkout. So I recommend using Shopify payments, obviously. I recommend enabling Apple pay and Google pay. Recommend accepting PayPal in addition to that. And then again, Amazon pay, I recommend accepting Klarna if you're selling the expensive products.

You want to give your customers options, you want to give your visitors options so that money isn't what is holding them back. And then finally, just one last tip I would give you here, and again, what I would do if I was just troubleshooting this myself, is I would send my link to my family, to my friends, to my store, and I would just say, hey, can you go through my site? You don't have to buy anything, but just go through it and try to add something to the cart, get up to the billing phase, and then can you please just give me your honest feedback? And sometimes with our own eyes, if we built the site, if we've just been looking at it nonstop, again, we don't realize when maybe something doesn't work right, we don't realize when something might look sketchy, we don't realize when there might be an obvious fix because our eyes are just so used to it and we're numb to what it is we have.

So I'd recommend that as well. I hope these tips were helpful. What I'm going to do is on ecommercelifestyle.com in episodes, when this episode gets published, I'm going to post all of these tips underneath as well because I know we covered a lot in a short amount of time. My advice is just copy them from the website, paste them into a document on your computer or something. Go through all these steps, make those improvements, troubleshoot what you got to troubleshoot, and I hope you'll be getting much better results from your ads. So as always guys, hope you found this helpful. If you did, please do me a favor, give the video a like or a thumbs up if you're watching the video version, and if you're listening on the podcast, please do leave a review. It really helps us out.

And if you're a first time listener and you're like, hey, Anton, and I'm just trying to get started. What are you talking about? My advice is go to dropshipwebinar.com, where I have a free training showing you how we build highly profitable semi-automated stores. Again, that's dropshipwebinar.com. So, thanks again everybody. I appreciate you, and I'll talk to you in the next episode of the podcast. See you.

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