What it's like to run Facebook ads on a stand-alone site (recommendations)
Recently helped several station customers docked with third-party overseas marketing companies, mainlyFacebookAdvertising co-operation.
In this advertising test period, I am also deeply touched, from the different stages of the data multi-dimensional point of view, targeted pairsFacebookAdvertising optimization and in-site operations are inextricable and critical.
Today's article focuses on the problems encountered during the launch of this Shopyy site customer, as well as the corresponding solutions.
In fact, this we can use a combination of ways to assist in testingFacebookAd performance.
We use itAAnd.BTo represent the "creatives" and the "people" respectively.。
The first test,AAnd.B Is through the advertising optimizer in the early stage according to the customer's products and market crowd, design materials and delivery,ROIEffects we rate50Score, that is, fail, this advertisement shows that you can not make money, may lose part.
The second test, inBUnchanged, re-optimizedA， ROIEffects we rate 60Points, explain the optimization of material, can improve the conversion rate, this time began to cast, can be a little more site traffic, start to have a certain order, but almost also can not earn money, but can guarantee not to lose.
The third test, inAUnchanged, optimizedB，ROIEffects we rate80Points, this illustrates the re-selection of the crowd, brought a very obvious effect, this time can be slightly profitable, but will not make a lot.
The fourth test, optimized at the same timeAAnd.BFoundROIThe effect has been achieved90points, This shows that material and crowd positioning are both very important, only in the final stage can combine optimization to achieve the ultimate ideal results, this time your website traffic will certainly increase significantly, orders will increase a lot.
(Note the above.)ROIRatings are not a meansFacebookAd conversion rate)
So isn't it going through this4Stage of the test, choose the last test to start focusing on advertising, you can sit back and wait for the proceeds?
NO NO!!! This is not enough Oh, this can only prove that your advertising strategy has been basically stable, you can follow this line of thinking to run ads.
Advertising brings traffic and orders, but after analysis, the site's unit price and payment success rate are lower than normal, that is to say, trueROIIt's too low to make any money.
The customer began to worry.
We started to get involved in the customer's website system and did a thorough review of the site.
Several issues were identified:
1、The selection of the site template does not match the product.
2Third-party credit card payment success rate is too low.
3, the website does not do coupons, the average unit price is less than25U.S. dollars.
4There is no free shipping.
5、paypal expresscheckout （PPExpress payment) is not turned on
6, the website does notBUY NOW One-click purchase
In response to these questions, I began to talk to customers about this matter, the site completely re-established.
First of all, free replacement of a clothing class template, to use vertical brand station template.
Replaced the free collection channel for third-party credit cards
The website turned off the limited-time specials and replaced them with full-minus coupons, for example OVER 49 USD OFF 5USDActivities.
The setting is full50U.S. dollars, free shipping directly.
It's onpaypalQuick payment.
The one-click purchase feature is turned on BUY NOW
After the optimization of the site site, improve the overall customer unit price and payment success rate, the site conversion effect has been significantly improved.
Next we will also review the entire process of the site, put some feasible optimization in place.
To sum up, before running ads, please organize the optimization of these stations, sort out the things and needs that need to be done, and then come up with a plan.
Well, just write here, there are a few website project developments, I will continue to write some process ideas to share the discussion.
Recently saw a good article on the network, by the way to share with you, I hope to work to have some help.
Meaning: To help you clearly grasp the overall situation, analyze their own strengths and weaknesses in resources, grasp the opportunities provided by the environment, to prevent possible risks and threats, is very important to our success.
Plan: Develop goals and plans;
Do: The task is carried out and the implementation is organized;
Check: Check the key points and final results of the process;
ActionCorrect deviations, standardize results, identify new goals, and develop the next round of plans.
Meaning: Every job is onepdcaCycle, all need to plan, implement, check the results, and further improve, while entering the next cycle, only in the gradual improvement over time, there may be a qualitative leap, it is possible to achieve perfect every job, improve their lives.
What: The content of the work and the objectives achieved;
Why: The reasons for doing the work;
Who: The specific persons involved in the work, as well as the persons in charge;
When: When and when to work;
Where: Where the work took place ；
Which: Which method or approach;
How: How to do it;
How much: How much does it cost?
Meaning: Do any work should be done from6W2HTo think, this helps to structure our thinking, put an end to blindness. Our report should also be used6W2H, can save the time to write reports and see reports.
SThe representative equipment(Specific), refers to the performance appraisal to cut into specific work indicators, can not be general;
MRepresents measurable(Measurable)Refers to the quantitative or behavioral performance indicators, and the data or information to verify these performance indicators is available;
ARepresents achievable(Attainable), refers to the performance indicators can be achieved in the case of efforts to avoid setting too high or too low goals;
RRepresents reality(realistic), refers to the performance indicators are real, can be proved and observed;
TThere is a time limit for the representative(time bound), focusing on specific deadlines for the achievement of performance indicators.
Meaning: When people set work goals or task goals, consider whether goals and plans areSMARTof the Only have itSMARTthe plan is good implementation, can also guide to ensure that the plan is realized.
Five, time management-Important and urgent
A, important and urgent
For example: emergencies, pressing problems, work done by deadlines, you can't do it without anyone else
B, important is not urgent
Examples include preparation, preventive measures, clarification of values, planning, relationship building, genuine re-creation, and enhancing your abilities
CIt doesn't matter if it's urgent
For example: things that cause interference, phone calls, letters, reports, meetings, many urgent things that are pressing, things that meet the expectations of others
DIt doesn't matter, it's not urgent
Examples: busy trivia, advertising letters, phone calls, escapism, waiting times
Priority=Importance.*Urgency In timing, we should weigh the priorities of various things and learn to "play the piano".
To work to have the ability to be forward-looking, to prevent problems before they happen, if always busy fighting fires, it will make our work always deal with passive.
Sixth, the task decomposition method[WBS]
That isWork Breakdown Structureand how to do itWBSDecomposition: → tasks → work → activities
WBSPrinciples of decomposition:
The subject objectives are broken down step by step, and the bottom-level task activities can be assigned directly to individuals to complete;
WBSMethod of decomposition:
Full communication from top to bottom and bottom from the bottom up;
WBSCriteria for decomposition:
The structure of activities after decomposition is clear;
logically forming a large activity;
Integrated all key factors including temporary milestones and monitoring points;
All activities are well defined.
Meaning: Learn to break down tasks, only by breaking them down enough, you can have a number in mind, you can work methodically, you can coordinate your schedule.
Seven, twenty-eight principles
Barrett's specific law: "The total result."80%is in the total consumption time20%formed. "The criteria for prioritization by the "importance" of things are based on the principle of "important minorities and trivial majorityes".
80%Sales are derived from20%customers;
80%The phone is from20%a friend;
80%The total output comes from20%products;
80%the wealth concentrated20%in the hands of the people;
This reveals that we should be good at grasping the main contradictions in our work, be good at getting our heads out of the complicated work, and use our resources on the most important and urgent things.
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