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The Facebook ads page is originally post display on a computer
screen while optimizing for conversion efficiency.
Facebook has become one of the first social mia platforms to reach maturity from an ad-buying perspective. Gone are the days of having tennis, an english discipline that came from france your organic reach carry your brand as more and more companies look to monetize their digital presence through paid ads. As Facebook ad prices continue to rise year over year, brands are being forc to find new and innovative ways to optimize their campaigns for efficiency and maintain profitability. Today we sit down with Paid Social Mia Manager Joe Chavez to discuss his latest breakthrough on the Facebook platform.
Host: Thanks for joining us. Today we’re going to be discussing a menswear brand in the athleisure space. Joe, can you speak a little bit about the brand’s goals and what Hawke did to help them reach them?
Joe: Absolutely. We were looking to get their cost per purchase holistically down from $50-60 to about $30. They had been converting at that $30 mark a few years back, but Facebook ad costs have risen every year and it was clear we ne to make some optimizations in terms of campaign structure to get them back on track. What I end up doing was breaking out different campaigns for new vs. returning users. I did this because it was becoming increasingly unclear what we were paying for a new customer as oppos to just an additional purchase.
Host: If you’re even mildly playing in the space, you know about prospecting vs. retargeting advertising. Can you talk about what these guys were doing before COVID-19 and how they’ve adjust?
Joe: So traditionally speaking it’s pretty common t
o see Facebook campaigns to be broken out between top, middle and bottom funnel. The middle funnel is where things tend to get messy. Are these people known converters for the brand or have they not purchas yet? What we end up doing to try to get clarity around this topic was building out different funnels for prospecting re-marketing (specifically focus around getting new customers) and then loyalty where we then betting email list had opportunities to upsell different products like accessories. We connect the data to their email service provider to get further clarity, and it just open up a whole new strategy for us. We know we want to market bestsellers to people that have bought into the brand, and having those insights has allow us to curate our strategy better and increase conversion efficiency.
Host: And this strategy that you’re speaking to seems to be more evergreen. Would you say this is something that you would be able to execute after COVID-19 is over?