ecommerce growth hack - facebook ads strategy

Download eCommerce Growth Hack - Facebook Ads Strategy

Post on 13-Apr-2017

97 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

  • Ming School

    Hacking for E-Commerce

    Dominate Facebook Ads for Your E-Commerce Business

  • Hacking for E-CommerceDominate Facebook Ads for Your E-Commerce Business

    We are Gerald and Travis from BrewingHot , a digital agency and one of the top agencies on Upwork. We worked with large brands such as Toshiba, Seagate, Loreal, Fujitsu, and Olympus for their digital marketing campaigns in the past, in an agency where we used to work.

    We started BrewingHot to consult small and medium businesses from around the world on their digital marketing campaigns. Its something we are super passionate about! Digital marketing and helping other businesses is basically what we love to do!

    We realized that some of our biggest clients and long term clients are on ecommerce,and we helped them take their businesses up a notch to the next level. We see that it isvery time consuming for ecommerce owners to run their own campaigns, and it is costlyfor them. We want to help ecommerce owners save time and money by using methods we have refined on other ecommerce sites through the years.

    Intro

  • We are Gerald and Travis from BrewingHot , a digital agency and one of the top agencies on Upwork. We worked with large brands such as Toshiba, Seagate, Loreal, Fujitsu, and Olympus for their digital marketing campaigns in the past, in an agency where we used to work.

    We started BrewingHot to consult small and medium businesses from around the world on their digital marketing campaigns. Its something we are super passionate about! Digital marketing and helping other businesses is basically what we love to do!

    We realized that some of our biggest clients and long term clients are on ecommerce,and we helped them take their businesses up a notch to the next level. We see that it isvery time consuming for ecommerce owners to run their own campaigns, and it is costlyfor them. We want to help ecommerce owners save time and money by using methods we have refined on other ecommerce sites through the years.

    GERALD MINGFounder / Digital Strategist

    Gerald started his entrepreneurial journey by bootstrapping his own online venture -

    sion is in digital marketing and developed the habit of creating startups, he joined Photobook Worldwide as Digital Marketing consultant and was promoted to team lead within a year.

    Before founding BrewingHot in 2014, Gerald was consulting a few global compa-

    nies such as SmileGate, Olympus and StreetSmart Marketing (Aussie #1 Business Coach).

    Gerald is very passionate in building his digital team and believe that the younger generation workforce are digitally talented people and shouldnt be stuck with 9-5

    -

    egizing campaigns , Gerald loves to meet up with entrepreneurs and enjoy a good

    HIGHLIGHTS

    MALAYSIA

    Started to learn how to build websites & doing SEO on his own as hobby. Dropped

    and cant answer his HTML related questions.Started doing SEO for companies

    services.Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers and prints. Sold TheConceptWall to Photobook Worldwide, and joins Photobook Worldwide as their Digital Marketing consultant.Started a new business division under Photobook Worldwide, called PhotoCru.com and launched CanvasSt.com in APAC

    Became a Digital Marketing consultant in Singapores top digital ad agency.Founded BrewingHot with Travis.

    2007

    2008

    2009

    2010

    201120132014

    TRAVIS LIMCo-Founder / Head Of Operations

    Travis started creating websites as a hobby during college around 2006.

    campaigns & websites to achieve ROI for himself.

    He is very keen to help companies to achieve tanglible ROI results for their digital campaigns. He thinks of conversions as part of a holistic marketing plan. When not optimizing campaigns, he is traveling or restaurant hopping.

    HIGHLIGHTS

    MALAYSIA

    Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers and prints. Completed Degree in Marketing in UK, backpacked in Europe. Returned to Malaysia. Joined a Finance company.Set up own Finance company. Sold stake in company to pursue his real passion, Digital Marketing.Beat 400 applicants and joined a top Singaporean Digital Ad Agency. Was 1 of 2

    Consultant. Was the only Operations person for a whole year, running many campaigns.

    to surpervise them. Part of managerial role was liasing directly with Google

    Msia etc.

    Teamed up with Gerald to take BrewingHot to the next level.

    2006

    2008

    200920102010

    2011

    20122014

  • In this ebook, you will find many case studies of our past campaigns, and what we did tohelp them dominate Facebook ads for their ecommerce business.

    Case Study 1 - Japanese ecommerce

    BackgroundDenimio.com sells premium Japanese denim to markets worldwide. The founderworked very closely with us and we created a very lean campaign structure whereby we helped them revamped their CPA ad campaign. The new campaign we ran for them helped reduced their CPA from $20 to an average of $5 . This eort greatly increased their profit margin per online sale. The overall sales for that season increased by 300%.

    1.

  • It is a lot cheaper to reach out to your own Facebook fans with ads than to get anew fan.

    We realized that Denimio already has a decent number of followers on Facebook.What we did was creating a very simple contest that highlighted a Free Momotaro branded Denim giveaway every week. All they had to do was to tell us why Momotaro jeans is the brand of their choice, and Like Denimio Facebook page.

    We used Shortstack.com to run the contest, which is very easy to use for Facebook contests and we highly recommend it. Do not make complicated competitions.Keep it as easy as possible to ensure the maximum amount of participants. More steps lead to more drop outs.

    ProblemThe client wanted to expand to other countries, especially in Asian countries.The CPA was getting higher and higher.

    Approach

    Get more brand awareness in Asian countries

    To reduce the CPA and also to expand into new territories, we knew we had to:

    Utilize RetargetingBuild Fan Page with new Asian fans to retarget to.

    2.

  • We did a simple promo post to a page on our blog that details the steps of thecontest. The targeting was the denim lovers and to Friends of Fans. The key wastargeting Friends of Fans as they already have a decent following, and we found out that Japanese Denim lovers hang out with peers who are most likely also fans of premium denims.

    The Click Through Rate for the promo post was about 25.8%.

    25.8%CLICK TROUGHRATE

    Inventory: Newsfeed ondesktop & mobile

    We had $0.01 cent clicks for the promo post click and average $5.2 for each contest participant.

    3.

  • Alongside the contest, we also ran ads to Fans only, informing them of new restocks of Denimios inventory. This worked really well.

    About 100 entries to the contest within thefirst week

    4.

  • Summary of Denimio campaignTargeting your own fans is one of the cheapest methods to lower your costand reach out to a more targeted audience. Be sure to keep building your FBfan page on a constant basis.

    The use of Friends of Fan Page fans worked really well and it managed toexpand the fan base even more.

    5.

  • Case Study 2 - Mahabis

    Backgroundmahabis designed slippers for the 21st century and sell online with over 1M+traic all over the world.

    6.

  • This chart shows our performance on Mahabis, as compared to the clients other agencies from the UK & US. We had the lowest CPA.

    ChallengesTo penetrate the Asian market and derive revenues. The Asian market is targeting considerably smaller countries eg. HK, S.Korea, JP, SG, Aus, NZ etc. as compared to their existing major market - UK & US.

    Our SolutionWe did a careful analysis on their ongoing campaigns and came out with betteridentifications. With mahabiss huge customer database and traic, we created avery lean campaign structure (using dierent approaches from their on-goingcampaigns) to reach out for asian audiences/market.

    ResultsBeat out other agencies in terms of CPA and achieved up to 900 conversions/purchases at CPA lower than 45 in 50 days.

    7.

  • Reducing the CPAThe foundation of how this campaign improved lies in the structure of the adswhich we came up with and used for all our campaigns. We will explain thestructure in detail in the next few chapters. Besides that these are the key factors for lowering mahabis CPA.

    Create new targets (similar to converting ad sets)

    Insert manual bidding that is relatively higher than the market value/rangegiven by Facebook

    Accelerate the ad delivery

    Duplication of campaigns/ad sets that are convertingI.e. we duplicated campaigns that are converting (same ad sets/targeting)The duplication can be at campaign level or ad set levelThe duplication/version 2 and 3 will consist of ad sets (only) that areconverting in originalcampaign/version.However, budget in version 2 & 3 will be at minimal (test run, addingslowly whenconverting)

    8.

    Focusing on Lookalikes

  • Peloha sells essentials oils and related products online across the world.Objective Expand and optimize current audiences/spending.

    Brand awareness, preference &and loyalty - a number of existing mlm compa-nies

    Case Study 3 - Peloha Essentials

    Challenges

    9.

  • We did a careful analysis on their ongoing campaigns and come out with betteridentifications. With Peloha customer database and traic, we created a very lean campaign structure (using dierent approaches from their on-going campaigns) t