As my bro said: Facebook Ads is all about understanding tools and digging into audience insights!
There is some random insight & tips we found in the time doing ecommerce biz.
#insight 1: newbie is always eager with new things than the-know-one. Let’s try to scale with new comer.
Create 2 campaigns with same condition but 2 audiences: First is “lookalike of add to cart” and “lookalike of page like”. It is assumed that the first one will generate better CR than the second one (Of course, people who added something to cart is really have demand with specific items). And here is the result:
The 1st one have more add to cart user, but much fewer order!
The reason behind, as we think, is as we are introducing on-demand-but-still-not-being-meet/explore with group of demanding-but-dont-know-they-have-demand-people, make they “wow”, make they “here what I am looking for”, or just “really? this kind of stuff is existing huh”. They are group of people who eager to explore and try new thing, than group of one who already know some of things about your products! It is something like seeing our world as new, as fresh and strange as it was to the ancients who saw it first, make them eager to explore, to dig, to try!
#insight 2: We have a desire to fit in with the rest of the crowd. Do not forget social proof.
It’s also the logic behind of something like “Recent Order” and “Customer Review”. We would like to create an atmosphere of busy store, a sense of urgency and the voice from 3rd party not brand’s promotion copy.
Humans are pack animals!
It doesn’t matter which corner of the globe you look at, people are looking for the same thing — social acceptance. We have a desire to fit in, so we purchase items that we believe will help us to achieve acceptance.
Just ask yourself, have you ever purchased a product after a recommendation from somebody else?