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FB Ad Not Converting

by bojack4580
10 replies
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Hey all!

So I finally created my first shopify store. I'm selling kitchen utensils. I thought this would be a good niche to start as it seems easy to find good, flashy, hot products that appeal to lots of people. Also I'd think targeting potential buyers wouldn't be so hard as other niches i considered (fishing gear, sports-related gear).

On the other hand, I'm sure this is one of the most competitive niches out there, so I'm not sure I've made the right choice.

Anyway: my store is up and running, I've installed some recommended apps, I've added products and the design is pretty decent - although there's still lots of things I want to optimize.

I launch my first FB campaign - a video ad for a cool little kitchen utensil I've found. My target audience is: 30+ y/o, male and female, with general interest in cooking related stuff. Geos are US, CA, UK, AU, NZ, NL. I've created 03 ad sets, each with different targeting options (one targeting general cooking stuff, the second one being more specific - targeting brands that are big in the cooking space -, and the last one being even more specific by targeting cooking related media vehicles).

So my ads are apparently doing pretty good, with relevancy scores of 10, 10 and 09, and a CTR of over 10% with over 6k impressions (I know, not that much, but I used a low budget to start with).

But I got 0 sales, and worse than that, not even one person added my product to their shopping cart.

I noticed that pretty much all the traffic I got was mobile.

Do you think the reason I got no sales is because of my product page, or because mobile traffic is generally bad at converting into sales?

Cheers.
#converting
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  • Profile picture of the author dave_hermansen
    As a general rule of thumb, mobile does not convert as well as desktop bu that can vary widely from niche to niche.

    You should further split your campaigns by device type so that you can adjust your spend by device type.

    Now, as far as getting them to actually ad something to the cart and buy goes, usually, that is best done by inferring a special very limited time price or actually running a sale.

    And, of course, it helps if your prices for the same exact gadget being sold by countless others is not more expensive if people decide to see if they can get it cheaper elsewhere.
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  • Profile picture of the author Irakli Gorgadze
    These days you will get traffic from mobile. Maybe you are not targeting the right people, maybe you are not advertising for good product, maybe you don't have a good ad copy and call to action, maybe your website is not converting, for example no scarcity or urgency, no safe checkout badges, maybe your domain is yoursite.myshopify.com get a domain on .com (worth $1 a year).

    There are a lot of things you should consider, there is nothing on my mind at the moment to give you more advices and we can't tell whats the problem by just saying that, we need to see the site first to see whats wrong and how you can improve.

    If you take the risks of sharing your site then I could get a look at it I would like to help you out.
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  • Profile picture of the author dave_hermansen
    The other thing to consider is whether or not these are impulse buy products. Is what you are advertising something that is going to make somebody leave their Facebook friends and say "wow, that's incredible; I have to have that now!" (or is it just a spatula)?

    The products that tend to work well with Facebook ads either have that "wow" factor, they are trendy (everybody has one - even Kim Kardashian) or they solve a problem that has been on people's minds for awhile. And, they need to be at a low enough price point that people don't have to think about spending the money ($20-40).

    If your products meet those criteria, you need to look at who you are targeting and define that more narrowly.
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  • Profile picture of the author endoftheline
    There can be many reasons why your ads are not converting and it is a process of trial and error.
    It could be anything from targeting the wrong people, just because someone likes a cooking related page does not mean they will buy a cooking related utensil. Could be the ad itself, i know everyone is going crazy over video ads but from experience and even listening to other FB advertising experts videos aren't always the best converters.

    Don't give up - keep trying!
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    • Profile picture of the author dave_hermansen
      Originally Posted by endoftheline View Post

      There can be many reasons why your ads are not converting and it is a process of trial and error.
      It could be anything from targeting the wrong people, just because someone likes a cooking related page does not mean they will buy a cooking related utensil. Could be the ad itself, i know everyone is going crazy over video ads but from experience and even listening to other FB advertising experts videos aren't always the best converters.

      Don't give up - keep trying!
      Yep, the ad, itself, could also be the problem and you'll want to test various different creatives to see if they work better.

      It could also be your site, itself. People may not trust it because you have not done enough to convince them that you are legit or offered the payment methods they prefer or given them a reason/incentive to buy from you or provided enough information about the products or the site doesn't look professional or the grammar is poor or the logo sucks or the pages load too slowly or a myriad of other things that cause people to be turned off by a website.
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      • Profile picture of the author ryanbiddulph
        Excellent ad Dave. Think offsite too. How much helpful content have you created, to earn trust? How many top folks have you befriended in your niche, to gain endorsements? Stuff to think about.
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  • Profile picture of the author Shawon10
    You find many video views and web visitor. do a conversation ads with re target those audience.
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  • Profile picture of the author Bortnite
    Desktop ads usually convert.

    You need to do desktop ads buddy.
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  • Profile picture of the author jsc420
    You can also get some plugins installed that record visitor behavior so you know where the dropoff occurs. This can give you insight into what's going wrong.
    Try hotjar, although I'm not sure they support Shopify.
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  • Profile picture of the author thejames
    I'd advice lumping all those GEOs into one campaign, you need to be more granular.

    Separate the two devices as well as the genders.

    If you're running PPE ads start changing them into Conversion Optimized campaigns and you'll see more qualified traffic coming to your store.
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