Within our agency, we have a very growth driven approach to Facebook marketing. What does that mean, exactly? Well, we are focused almost entirely on one thing and one thing only with Facebook ads: making you more money. Will you get more traffic? Sure. Will you get clicks from your ads? Of course. However, at the end of the day, you want more sales from your Facebook ads. We get that. As a result of this approach to Facebook marketing, you will hear us talk a lot about your Facebook ads return on ad spend (the amount of revenue generated for every dollar spent in ad spend) and whether or not you are traffic ready. In this post, I’d like to talk about being traffic ready.
What does it mean to be traffic ready for Facebook ads? Well, you have sold some products to a cold audience (verifying product to market fit) and are currently getting some sales and traffic every month. We also like to see some other marketing efforts in place. A lot of our clients are working with influencers and doing email marketing before coming to us to start Facebook marketing. You also should know who your target market is (characteristics and demographics of people who buy your products) and why they buy from your brand.
Another thing we look at is how your site is converting. Product page and website optimization is something we do as part of our Facebook marketing services but it’s really important to know where we are starting to make an effective plan for moving forward with Facebook ads. The first thing we look at is what percentage of visitors are turning into purchasers and the second is what percentage of people who add to cart are purchasing. Here’s how you determine those metrics:
# of purchases in the last 30 days / # of people who visited your site in the last 30 days = 1-3% (higher is better)
# of purchases in the last 30 days / # of add to carts in the last 30 days = about 30% (higher is better)
To find out how we can help scale your business with Facebook marketing, schedule a time to chat with us here. Strategy sessions are free and a great way to do a deep dive into your business, identify areas for improvement and opportunities for growth with Facebook ads.