Social Media Conversion Ratio
Discussion
We started Facebook Advertising last week which has gained ~1k views per day and driven an increase in traffic to our website but none of this activity has translated into any sales yet.
I'm totally new to this so I wonder if a more seasoned heads could give any insight into what a good or bad conversion ratio looks like?
Cheers,
Pete
I'm totally new to this so I wonder if a more seasoned heads could give any insight into what a good or bad conversion ratio looks like?
Cheers,
Pete
A lot of this really depends on the product and price point you're selling at. Across my brands we average 8-10% conversion rate from Meta ads, but our AOV is only £25-£30. Whereas I know brands with a much lower conversion rate, but with AOVs mid/high 100s.
Things I'd say is make sure your campaign is actually setup with conversions as the campaign objective and check that any conversion tracking actually works correctly. Also if you're using Advantage+ the first few days I find are always poor performance-wise until the algorithm works out who to show your ads to and then performance increases dramatically, but you need to make sure your budget is enough where it can gather the data it needs.
Things I'd say is make sure your campaign is actually setup with conversions as the campaign objective and check that any conversion tracking actually works correctly. Also if you're using Advantage+ the first few days I find are always poor performance-wise until the algorithm works out who to show your ads to and then performance increases dramatically, but you need to make sure your budget is enough where it can gather the data it needs.
AlexL94 said:
Things I'd say is make sure your campaign is actually setup with conversions as the campaign objective and check that any conversion tracking actually works correctly. Also if you're using Advantage+ the first few days I find are always poor performance-wise until the algorithm works out who to show your ads to and then performance increases dramatically, but you need to make sure your budget is enough where it can gather the data it needs.
We run Social Media ads as part of awareness campaigns for public sector organisations. Typically spending around £100 per ad. These aren't selling anything so the measure of success is reach, impact, how many times people watched a video and for how long, click throughs to a website and so on. What Alex has described matches what we find.
Our campaigns run for between six and 12 weeks and the ads towards the end of each campaign always outperform those at the beginning.
Another factor to consider is what the ads look like.
They have to compete for attention in a very crowded space so it's necessary to create ads that look different, catch the eye and draw people in. This is a highly specialised field and area in which some investment will pay dividends. Also, video performs better than static ads.
Thanks for the input so far!
Our product is £10 and is a plasterboard anchor so I was expecting that we would see sales higher than we are but I have nothing to base this off.
I'm not sure how the campaign is set up as we are using a 3rd party social media company to handle this for us. The campaign has only really been live on meta for a few days and we are expecting reports on the campaign performance every couple of weeks. We have seen traffic on the website increase from fewer than 10 per day to multiple 10s per day and increasing so I guess that's something but I would've hoped for a few sales mixed in with that.
Our product is £10 and is a plasterboard anchor so I was expecting that we would see sales higher than we are but I have nothing to base this off.
I'm not sure how the campaign is set up as we are using a 3rd party social media company to handle this for us. The campaign has only really been live on meta for a few days and we are expecting reports on the campaign performance every couple of weeks. We have seen traffic on the website increase from fewer than 10 per day to multiple 10s per day and increasing so I guess that's something but I would've hoped for a few sales mixed in with that.
pete_esp said:
Thanks for the input so far!
Our product is £10 and is a plasterboard anchor so I was expecting that we would see sales higher than we are but I have nothing to base this off.
I'm not sure how the campaign is set up as we are using a 3rd party social media company to handle this for us. The campaign has only really been live on meta for a few days and we are expecting reports on the campaign performance every couple of weeks. We have seen traffic on the website increase from fewer than 10 per day to multiple 10s per day and increasing so I guess that's something but I would've hoped for a few sales mixed in with that.
With a product like that, I think even if you aren't immediately generating sales that might just be because the people that are interested in it just don't have an application at that moment in time to use the product. You might find sales flow through in weeks or months time that have come from these original clicks and impressions (I tend to not buy things like that until I actually have something I need it for rather than buying and probably misplacing it!) Our product is £10 and is a plasterboard anchor so I was expecting that we would see sales higher than we are but I have nothing to base this off.
I'm not sure how the campaign is set up as we are using a 3rd party social media company to handle this for us. The campaign has only really been live on meta for a few days and we are expecting reports on the campaign performance every couple of weeks. We have seen traffic on the website increase from fewer than 10 per day to multiple 10s per day and increasing so I guess that's something but I would've hoped for a few sales mixed in with that.
As Stevie above said, video performs mostly better than static images and I find for low ticket items the more professional and high end the content is the worse it performs. Quite often a simple quick demonstration video will perform much better. Especially if you have the product on TikTok Shop and upload the demo video on to there and put a bit of ad spend behind it.
AlexL94 said:
With a product like that, I think even if you aren't immediately generating sales that might just be because the people that are interested in it just don't have an application at that moment in time to use the product.
Very often, when a widget appears in a Facebook advert for £9.99, a quick google finds it elsewhere for £2.50. In fact a cat toy was only £1.63 on Temu. There's a name for advertising when people see your adverts and think 'That's interesting' but then go and buy something similar elsewhere, but I can't remember it. Essentially you pay for the advert but somebody else gets the sale.These are good points, you're right I don't just buy things when I see them I tend to buy when I need them. I hadn't considered this!
The ad is a video and it's pretty good quality, I would say its professional level. Certainly better than what you would get from an iPhone recording or such.
As for buying it elsewhere, that can't happen (yet) the design of Boresite is totally unique and hasn't been copied... yet.
I guess I need to sit on it for a few weeks and see how we go. The product is completely new, there is nothing else like it and I guess that would put some buyers off so I guess its a matter of trying to build traction at this stage then our efforts should become comparable with what has been suggested?
The ad is a video and it's pretty good quality, I would say its professional level. Certainly better than what you would get from an iPhone recording or such.
As for buying it elsewhere, that can't happen (yet) the design of Boresite is totally unique and hasn't been copied... yet.
I guess I need to sit on it for a few weeks and see how we go. The product is completely new, there is nothing else like it and I guess that would put some buyers off so I guess its a matter of trying to build traction at this stage then our efforts should become comparable with what has been suggested?
I took the liberty of hunting through your posts to see what the product was.
https://www.pistonheads.com/gassing/topic.asp?h=0&...
I picked up this: 'We really impressed Howdens at the last one but I m not sure what stage that got to.' Seems to me that could be a big lead so go and chase it! You have to turn over every stone because the world won't beat a path to your door.
https://www.pistonheads.com/gassing/topic.asp?h=0&...
I picked up this: 'We really impressed Howdens at the last one but I m not sure what stage that got to.' Seems to me that could be a big lead so go and chase it! You have to turn over every stone because the world won't beat a path to your door.
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