A guide to optimise your online marketing.
Let’s start with Facebook Ads.
Say you run an online clothing store and are selling t-shirts targeted at the male audience.
First of all, we’re all aware of what an ad is. It’s the first step of the sales process, but what is the sales process?
There are 4 steps to getting sales with Facebook Ads, with potential customers getting filtered out at each step.
First of all, you get their attention, great, someone has seen your ad. You’ve stuck it in front of them and clear as day, they have seen it.
Now you need to get them interested in your product.
What gets them interested? Image? How the product looks? Price?
Say the prospect likes the look of the t-shirt and clicks on your ad. Great you have them interested.
Now, we need to give them a desire to buy it.
Usually, this is price, but it can also be who is associated with it or how it is going to make them look/feel.
So you have a picture of a model wearing the t-shirt and it’s making his muscles look big so the prospect adds it to his cart. He now has the desire to buy.
The last step is getting him to take action.
But now the doubts start kicking in, and he starts thinking – who is this company, can I trust it?
You now need to enforce a trustworthy approach. Usually a good refunds policy, next day delivery or free shipping is what seals the deal.
So he takes action and buys. You have a customer.
But did you make a profit? You bought the t-shirt for £20 – sold it for £30 but you might have spent £10-15 on Facebook Ads to get that customer?
Was it worth it? No.
Now, let’s compare this to Google Ads.
The process is a little bit different here. There are only 3 steps.
So, let’s take our male customer again, but this time, through a choice of his own, he decides he wants a new t-shirt.
He already has a desire.
What is he more likely to do; visit Facebook and start searching for Ad’s promoting t-shirts? Or does he go onto google and type in “Men’s T-shirts?”
So, say you’ve sponsored your website on Google, and it comes up in front of him as the top search result. With the headline – “Men’s T-Shirts | 40% off Sale! | Shop Now!”
He clicks it – he’s interested
(This is the only time you will pay for a google ad. When your audience visits your site.)
But to continue with our story, he sees your range of t-shirts, adds to cart and buys.
Great, you have a customer.
Was it worth it? Yes.
Now, let’s compare this to using both Facebook Ads and Google Ads.
So, from Google he’s visited our online store and let’s say he didn’t buy. He added to cart and didn’t follow through with his purchase.
We now know he’s got the desire to buy and had interest in our t-shirts.
We would now re-target him via Facebook Ads.
So, he didn’t get his t-shirt, and he’s browsing through Facebook, he sees an ad for your store selling t-shirts, and clicks it.
Since he trusts your brand because he’s seen it before and was looking for a t-shirt anyways, he buys.
Great, you have a customer.
First Google Ads to identify an audience and find desirable traffic from people who are looking to buy what we sell.
Then using the Facebook pixel, we would create an audience that had visited our page and decided not to buy.
Because we know that audience has a desire to buy the products we sell, we re-target them through Facebook and make sales from our re-targeting campaign.
Is it worth it? Yes.
Need this for your business?