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Here's a framework for structuring eCommerce Facebook Ad campaigns, which can achieve 3x ROAS while targeting top-of-funnel audiences in a new way.

Many eCommerce brands limit themselves to conversion-focused creatives, which are great for getting a good ROAS on customers already exposed to your brand, but less effective for top-of-funnel prospects. The obsession with conversions also pushes ad prices up.

By selling hard with high-frequency ads from the outset, they burn through a small audience quickly, and don’t build new lists for retargeting campaigns. This has a law of diminishing returns, making Facebook Ads more expensive.

From the initial goal of impressions at the ‘See’ stage, you can build qualified custom audiences cheaply and use Facebook Ads as a sustainable channel for eCommerce store customer acquisition.

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