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Naturally Drenched Advertising Report Card Summary:

Funnel Structure

The first thing to consider is the structure of your funnel. While your TOF (Top Of Funnel) and MOF (Middle Of Funnel) are built, they lack the depth and width of targets. Additionally, bids on different parts of the funnel are varying without a clear purpose. To address this, you need to ensure that you have a comprehensive funnel structure that targets specific groups and offers an engaging experience. Furthermore, you should continuously test and try new strategies to bring people to your store to purchase after engaging with the brand.

No Remarketing Campaigns

Remarketing is the #1 converter of eCommerce social ad campaigns, and its absence from your marketing mix is a significant oversight. With BOF (Bottom Of Funnel) ads, you can target people who have already been to your site and seen your products. By doing this, you can effectively put ads of specific products that people visited on your store, with the option to provide extra incentives. This will most likely be the #1 converter and revenue generator going forward if applied correctly.

No Catalog Campaigns

Catalog campaigns are essential for eCommerce websites. They allow you to dynamically create ads that prospect people who have looked at similar products to yours online and remarket to people who have already looked at your ads. Instead of generic ads with promo, it will be the actual products and images from your website automatically created with ads. Essentially, all of your products can have their ads and unique targeting, with a dynamic catalog campaign.

TOF vs MOF Budget Allocation
Budget allocation should be proportional to the conversion rate. In the case of our example, where both TOF and MOF got the same amount of sales, MOF Cost Per Sale was 50% less. This means that the budget should be moved more towards MOF as it is the main converter.
Ad Creative Ad creative is another area that needs attention. Ad copy needs to line up with targeting and be pointed at a core demographic or group. Video is underutilized, and there is a need to create explainer TikTok videos on the product and testimonial videos from customers. Additionally, static images and videos of happy customers edited together can be used. Carousel ads can also be employed, as well as dynamic slideshow carousel ads that automatically create ads from your product images.

Core Settings Optimization

Targeting, placement, and segmentation of ad sets need to happen to better zone in on what is working. This means that you need to focus on Geo-targeting, Age Targeting, and Placement Targeting. Additionally, you should create ad sets that mix these up.

Concept - Messenger campaign

Another effective way to improve the effectiveness of your eCommerce social ad campaigns is to use a messenger campaign. Your product may solve a problem for a demographic that thrives off advice and examples of what works for them. Create an “AMA” ask me anything campaign, low budget, with examples of successful uses of your product, and offer advice/help. This will help your customers see your brand as an authority in your niche.

Lack of data

Finally, you need to address the issue of a lack of data. Without Google Analytics, you are losing valuable data on the location, age, and other demographic data about who is going to the site and buying items. Google Analytics for marketing is a primary tool, so it is not being set up at all or utilized to optimize ads is concerning.

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