Facebook Ads: Value Optimization Objective & High Value Audiences

Key Takeaways

wondering um I lowered it from it was at 250 and now it's at 175 per day so I'm just wondering if you could look at our ads and see if we can change anything because at this point I feel like our ads just aren't grabbing enough attention we haven't changed them really but yeah it's mainly those sell ads that were bringing up your rise to significantly yeah we we and I mean we definitely understand that we just we doing better when we first kind of started I'd say a month ago I guess we were just having better return when it was basically the same ads and I know it's Facebook's pretty weird right now but if you'd want to just take a look um I guess like you I'm G to show you like what we're running in each campaign right now totally sorry about that let's see so like this one we just launched taking a second okay finally it's kind of starting to load I mean do you see anything we can improve on these have always worked pretty well for us and I see them a lot from other boutiques just the floor pictures or the modeling ads that have multiple pictures in them to where you can kind of scroll what's your opinion on that what does the data say for this because the ad looks fine to me I'm just curious to see what the return and AD is from it that's what and all of our ads are mainly like this just some you know caption similar but she was just wondering she wanted you to look over him and I was like yeah I can definitely ask him but let's see so I mean I feel like the pixel thinks it's going to do well because it's spent so much on it but we're just aren't getting any bites on that yeah you mind ranking it by results yeah wow of course the sale ad pop so yeah okay so I mean like that's the that's where you know this is coming from uh so the thing with the sell ads is that it makes less margin is that it it's just the profits were small I'm assuming that's what she's referring to right like I mean it's it's she only does it because for a limited time because it's you know she can't run that all the time for sure okay okay it's stuff for like $10 that's you know you can usually sell for more than that so you might have to cut some of these that are spinning a lot like the 46 and 24 okay oh man and we just launched like that's our latest stuff the November 5th floor pictures let me go let me do all of these audiences should we go up to three% audiences would that do anything or do you think we should stick to the 1% for right now you could add all of these audiences together like the 1% like all three of them into one ad set that might help okay okay I can definitely do that um so yeah you're going to need more data I mean like the bulk of the purchases 21+ 15 plus 12 I mean right there alone that puts you at 48 purchases out of 60 I mean that's only you know 12 other purchases that came from anything else and then out of those other 12 only three only four of them actually were positive return on ad spend above a 1x so like you know take that into account four out of 60 purchases were actually positive row ads for you that weren't the sale so I mean the row is down just because that accounted for such an essential part of the results for this last few days the thing is if you want to get back to those other rowad numbers you're going to have to continue to do some testing with the ads yeah and right here I mean some of these ads are starting to break out again so you might be able to just combine all of those audiences together all three of them okay and just have those new ads that you that you launched recently the October 29th November 5th and breaking the rules and all that add those in yeah so those that's another question I have um the I'll just go in right here these these all have the same ads like okay so combine all three of those these ads all are just one photo this one I have a couple other ones and I feel like they aren't getting much uh she has a lot of this in stock so that's why we did specific ads for this let me see if I can pull it up I'm just wondering my question for this is should we just turn those off uh which ones these yeah I have like this one and then two other ones they just well I one of these had a purchase okay so we can I mean they aren't hurting they aren't spending much so yeah they should be fine to leave until they're actually taking up too much spend and not getting any purchases then that would be a concern okay gotcha all right so basically I need to combine these three ad sets and see if we uh get a little bit better or away that'll help and then go to your campaign since you had so many purchases from that sale retargeting should be a pivotal point and making sure you're capturing a lot of those people coming back um oh and you're retargeting us at 601 cost but only 1.97 so I go to your War audience retargeting okay and the budget is only 30 for that right now okay if you suggesting to go up let me know yeah do you have a purchase 180 day in here oh yeah you do yes okay I see it you might want to do some custom ads specific to these different metrics like anybody who added a cart like having an add it says hey we saw you added a cart but you didn't complete purchase um please finish check out now and then take them to the take them to the actual checkout page um okay so that way it's more tuned in and dialed and then same with like um website purchases hey we saw you purchase some of our items have you seen some of our latest uh fall releases and like show them that because if they're already a customer then they're likely to purchase again so if you tune the language to that individual based off you know their behaviors within your store you'll likely appeal to them better because you have that data okay um so hey we saw you need a purchase wait I'm sorry what I was just saying like for the copy it could be hey we saw you had a purchase have you seen our new fall release like those types of things right maybe a carousel ad for that we haven't had much luck with Carousel ads so yeah know a carousel ad would be fine for that okay all right um and I guess that's really it I'm trying yeah taking them to more specific parts of the funnel right now uh let's see here am I able to request access we can try I don't think it ever works but yeah that's right so okay another thing I was going to say is do the ads send them to the product page or to the collection um it sends them to our website just the homepage okay so like you should test them ads going to the collection and then test them ads going to a direct product a direct piece I do have all those single image ads they take you directly to the product perfect then go ahead and try the collection as well as a test okay so maybe like the newal yeah you might see a higher aov higher average order value okay um I also I've been having trouble with doing specific collections in a carousel like it just wants to pull everything from the website do you have any suggestions for that uh you we would have to go through it specifically to know how to exclude specific pieces there are ways to exclude different collections but if you've had problems with it you might just create the carousel with the collection just do it yourself and choose the items gotcha okay well that sounds good um I will give this yeah another idea would be a value audience because you'll have a spread on pricing so a value camp cign might you know do this some some work because it optimizes for highest return on ad spin not lowest cost okay uh I want to say that this audience is a value audience let me the this one the Ping Pap Rozi Couture pixel using purchase okay so even though it might be a value audience if you're not using the value optimization it doesn't really have an effect okay so should I combine these three and then do them value or do a separate one for the value so you can combine these three and then do a a separate campaign that's called value and then choose a different audience you haven't tested before like um initiate checkout as as one of them okay I think I have initiate checkout right here so still do that gotcha then view content it doesn't look like you have one of those that way you just don't do any overlap Okay cool so value based view content and combine those three all right and then the warm warm the warm audience the new kind of retargeted ads towards them yep that's right those are a lot of changes and that should really help lift the return and AD spend yeah definitely and then just keep in mind like the sales are right now Facebook's favoring anything that's per like offering percentage off or discounts because the algorithm isn't highest bidder and it's not um highest quality it's it's three things it's highest bid highest quality and most value and it's heavier Le weighed on most value and value takes into account does it give an offer does it give a percentage does it um have a high conversion rate those different things and so that's why you saw those percentages doing so well um not because naturally people are buying those more but because the system is able to get a lower bid against other competitors because you're offering more value than the other competitor was so it's not necessarily that that might have been a better offer than what you have here because you know how you told me you've seen in the past like standard stuff works as well like without the discounts yeah correct that's the exact thing that's why you're seeing this it's not it's you know this is a phenomenon that's actually occurring with you know the situation we're in during this Q4 of the Year okay yeah that helps a lot I'll definitely drop that to her and see if she's willing to like put in a little offer or something just to kind of get some stuff going there's always creative ideas to work with margins there rather than giving out like you know selling some at $10 you know it could be a percentage off and starting small like 5% or get a percentage off if you spend x amount that way she can guarantee her margins in cash flow yeah but require some math on her end right okay that sounds great but yeah I'll definitely run this by and um make all those changes and we'll see where we go from there sweet awesome I'm excited to see it all right thank you jce all righty thank you bye