Watch the video, or read the Blog Post below.
Here’s a quick tip: THINK BIGGER. Try to think ahead and look at the bigger picture in terms of the success of your business.
Especially in this time of global crisis, there’s no time for you to be complacent and just be happy with what you currently have. Instead, you should aim to achieve more and start earning more out of your dropshipping store. And how are you going to do that, you might ask? Through your ads, of course!
In this post, we are going to discuss a campaign that I ran using Facebook Ads to drive leads into our email list.
Facebook Ads and Email Campaigns
This is what a normal eCommerce campaign would look like:
Your customers will go to your product page (and therefore your website) through Facebook Ads, add a product to their cart, and finally proceed to checkout. Now, this system is highly dependent on the theory that your Facebook Ads are going to be profitable, because that’s where all the magic begins. And so normally, dropshippers would focus on their ads in this setup.
I tried to experiment on things to see if there is a better strategy for my campaigns to increase profitability. So I ran an “end of the month” sale, with my Facebook Ads optimized for leads, as opposed to optimizing them for purchases. When a customer clicks on my ad, they will be redirected to my website with a popup, opting them to enter their email information. This way, they would get notified once the 24-hour sale starts (I scheduled the sale at 12:00AM midnight, Los Angeles time).
Testing a New Setup
In this experimental setup, the end goal remains the same: to be able to sell products and therefore make money. The customers’ email addresses will then be sent to Klaviyo, which is an email automation software. Then, once the sale starts, an email campaign will be initiated, and all throughout a day, a few emails will also be sent to remind them to participate if they haven’t yet, check out in case they left something in their cart, or a Thank You email to show gratitude for their support (You can setup situational emails within the software. You can also customize waiting times in between emails to ensure that you’re not spamming your customers’ inboxes.). Also, in these emails, you can boost sales by offering coupon codes for additional discounts or gifts such as free shipping. In my case, there were a total of 4 notification and/or reminder emails to be sent in a span of 24 hours.
Actually, I did this “end of the month” sale on the 29th. I only extended it until the 30th in hopes of getting more people to join in; the cycle of emails will then be repeated. This is also a perfect opportunity to send another batch of emails to notify my list that the sale is still happening and there’s still a chance for them to grab items at a significantly lower price.
Facebook Ads Attribution
Another thing that I want you to get to know more about Facebook Ads is attribution. When editing an ad, you can find this by clicking Columns > Customize Columns. From there, you can see the Attribution Window (mine is set to 28-day click and 1-day view). This means if somebody clicks on your Facebook ad and purchases from your website within 28 days, that person will count as a sale on Facebook Ads. So let’s say you made $2,000 in sales and spent $1,000 on ads (ROAS = 2). When you come back 14 days later whilst sending emails all throughout that period, your ROAS will slightly increase not only because of those emails, but also because your ad was attributed to that purchase.
You can learn more about attribution by hovering over the (?) beside the title.
So why am I telling you all this? Because I want you to think ahead. Instead of rejoicing over a sale that happened today and making decisions based on that, you can monitor your ad’s performance through the data from Facebook Ads over the last 28 days.
Let’s go back to the experimental setup. Was it a success? When I optimized for leads, the customers didn’t convert to sales. Remember this: as long as you’re not making sales out of any of your tests, you can’t call it a success. So, that’s a fluke, but that doesn’t mean I should give up on this. What I noticed with optimizing for leads is that you get a cheaper cost per lead versus optimizing for purchase. It also gives me a better return on ad spend and better quality traffic in that list to convert later on.
So at the end of next month, I’m going to try to recreate this strategy and run a purchase-optimized cold traffic campaign to an opt-in form, put them on the same series of emails and see if my overall ROAS is profitable within a 28-day period. I’m also going to have time-sensitive retargeting campaigns. Moreover, when people make a purchase, they are going to go to a Thank You page and straight to my funnel in ClickFunnels with a big offer.
Watch the full video to learn more.
Let’s Wrap It Up!
Today we have discussed a strategy that I used to effectively build my email list on Klaviyo via Facebook Ads. Though the results weren’t what I expected them to be, out of it, I realized that there are still a lot to be done in order for me to gain those leads, gain traffic and of course, make more sales.
I hope you guys enjoyed this post, and got a lot of valuable information out of it. Always think ahead and think outside the box. There are endless possibilities for you to try out there; who knows? Maybe your next experiment could be your most ideal and profitable one yet!
If you have any more questions about Facebook Ads, Klaviyo, ClickFunnels or anything regarding this video, feel free to personally contact me via the Contact Form HERE. You can also leave your comments and feedback below, and our team over at WagePirate will definitely get back to you with a response. For more reviews, news and updates, don’t forget to subscribe to my YouTube channel!