If your campaign appears to underperform and it has been active for more than 14 days, there are a few things you can do:
1. Make sure that there are enough visitors on your website
Certain types of ads, such as Standard Retargeting or Prospecting with Lookalike Audience, don’t work unless there are people who come to your website. The logic behind this is simple: if no one looks at your products, there’s no one to be reminded of your products, nor there are ways to find people who are similar to your current shoppers. That’s why you need to know the size of your website audience.
In your store admin, go to Analytics and check the Online store sessions. If there are fewer than 100 online store sessions a day, you need to increase your website visitor count in order to continue retargeting.
- Run a click-to-website campaign to get more visitors.
- Consider working on the search engine optimization for your website.
- Learn about different ways of getting website traffic from this article.
2. Check if your daily budget is sufficient
A desire to save money is natural and logical. However, when it comes to advertising, if you deliberately spend less than needed, you will hurt your business. You need to know when to adjust your daily budget.
You can set your daily budget to as low as $20/day. This, however, is not enough if you have large website audience or if your products are more expensive than a regular impulse purchase (which, based on a recent survey, is around $35) and your potential customers need to take more time (and see more ads) before they decide to buy from you.
- See if your daily budget is spent. To do this, go to Ads Manager and pick the ad account titled "RetargetApp-powered campaigns"
- Once the ad account opens, find the “Breakdown” button and choose breakdown by day
If you consistently spend your whole daily budget for 3–4 days in a row, you should increase it.
- Increase the budget by up to 25% at a time. For example, if your current daily budget is $20/day and you consistently spend it, set your daily budget to $25/day.
- Review your daily budget every 7 days.
3. See if your ad message is doing its job
Ad message is key to catching your customer’s attention. Don’t let it ruin your first impression — poorly composed ad messages, as well as those containing info prohibited by Facebook Advertising Policies can significantly increase the cost of your ads or even get them disapproved by Facebook.
Have a close look at your ad message. Is it short enough to fit on a mobile screen? Does it clearly tell people about your store and your product? Is it appealing? Does it have a call to action? And, most importantly, do people click on your ads? If the answer is “no” to either of these questions, you need to work on your ad message.
- Write a few versions of an ad message using these recommendations.
- Change your ad message at least once every 14 days to keep your ads relevant.
- Keep your ad message short (up to 90 characters) and decent.
4. Target the right people
If there were 10 commandments of e-commerce business, the first one would definitely be “Know your customer”. Without proper understanding of who you are selling to — and who you should target your ads at — your ads will be about as efficient as leaving a stack of business cards on a sidewalk.
Think about the people who want (and can) buy from you. How old are they? Where are they from? Where do you deliver? Is your product equally interesting for men and women?
- Define your target audience and your delivery capabilities (i.e. decide, who is most likely to buy from you and where you can ship your product)
- See if there are visits to your website from countries which never result in sales
- Contact us via the in-app chat or using the green circle in the bottom right corner of the page to tell us about your audience preferences - we will gladly help you set them up.
5. Double-check your website
You may sometimes get so caught up in looking for a perfect product that you never take time to go to your website and see it like your customers would. As a result, you may have no idea that one of the plugins or apps you’ve installed seriously messes up the whole website with terrible styles, massive banners, or, worse yet, disabled “Add to Cart” button.
Visit your own website at least once a week. Look around, add products to cart, try and click through various shipping options. Use Facebook Pixel Helper to make sure that your Facebook pixel properly works on all the pages.
- If you see that at least one step of the purchase process is broken, investigate and fix it immediately.
- Disable Quick View Option and custom checkout pages if you see that they prevent the pixel event from firing properly.
- Uninstall apps that generate multiple annoying pop-ups. Make sure that you don’t distract your customer from making a purchase.
6. Don‘t be in your own way
Just like in any other business activity, in Facebook ads there’s an option of trying too hard and doing too much. Pro tip: it gets you nowhere, so breathe deep and analyze your activities.
- Never run more than one retargeting campaign at a time. This equally refers to the campaigns you run by yourself or those run for your store by an app/agency. More is not better in this case.
- Consider disabling the ad account spending limit — you will not spend more than 7 daily budgets a week anyway. Need help removing the limit? Let us know!
- Don’t rush. It may take up to 14 days (or even longer) for the first results of campaign to show up, so, if the dashboard shows zeros three hours after you’ve launched a campaign, it’s okay. Give it some time.
If, at any point, you feel that your campaign is underperforming or you have any other questions, message us using the green circle in the bottom right corner of the page - we are always happy to help.