Author Archives: tatvic

Businesses constantly look to optimize their advertising campaigns as they are heavily banking on digital marketing platforms for revenue impact. The data-driven attribution model is key to the game plan. What’s working, What’s impacting the bottom lines?  Which channels/touchpoints are contributing to conversions? It is an always-on discussion in the marketing war rooms.  

Google Analytics, one of the largest used tools for data and analysis, is the source of understanding and leveraging ‘Attribution’. Historically, the “Last non-Direct click” attribution model core to Universal Analytics leads to a large redistribution of traffic into other channels that may have actually come back via Direct as a result of a “last interaction” model. That’s where Google Analytics 4, the new ML-based tool is helping out with its enhanced attribution model - ‘Cross-channel Data-driven Attribution.’ 

Universal Analytics 360 is based on the last non-direct click attribution model by default. It provides an option to choose different models temporarily within multi-channel funnel reports but it’s limited to those sets of reports. On the other side, GA4’s default model is data-driven attribution but it also provides an enhanced feature where you can change the model from Property Settings. This will ensure deeper and actionable insights since all your conversions and revenue reports will be based on the same model most appropriate for your business.

As Google evolves its analytics tool, you should understand how the transition from last-click interaction attribution to data-driven attribution will impact the performance statistics associated with your website or app.

What is Data-driven attribution?

Data-driven attribution uses an algorithmic machine learning model to assign credit through the customer journey and evaluate both converting and non-converting paths. With Data-driven attribution, businesses receive more actionable information about their marketing campaigns; giving a broader view of which channels are contributing to the conversions.

This helps marketers make better decisions around where to invest their resources and improve campaign performance throughout the funnel.

The algorithm of how data-driven attribution works is still a black box, but, it is still likely a better option to understand the impact of multiple touchpoints in the user journey. Hence, It is the most preferable model If you’re looking to measure impact across multiple channels.

Previously, using DDA was possible only in GA 360 properties with a certain set of limitations which is not the case anymore and you can now practically use it in the standard version of GA4 as well. In fact, as mentioned earlier, it’s the default model.

How Data-driven attribution affects Reporting in GA4?

Changing the attribution model in GA4 will apply to both historical and future data. There are two key reports in GA4 when getting started with DDA. The first one is the Model Comparison report which allows you to compare different attribution models in GA4.

As seen in the above screenshot, with the Cross-channel last click model, the revenue generated by Paid Search is 4.3 million while it is 5.2 million in the case of the Data-driven model. The last click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through before converting. Data-driven attribution, on the other hand, analyzes the available path data to develop conversion rate models for each of your conversion events

The second report is the Conversion Path report which provides a visualization of early, mid, and late touchpoints, depicting the user journey. The data visualization at the top of the report displays data as calculated by the Cross-channel Data-driven attribution model. You can use the attribution model drop-down to view the data visualization using a different attribution model.

This report mainly has two sections: the data visualization and the data table. The data visualization helps you quickly see which channels initiate, assist, and close conversions. The data table shows you the paths users take to complete conversions, along with the following metrics: Conversions, Purchase revenue, Days to conversion, and Touchpoints to conversion.

Why Data-driven attribution?

Let’s start off with an example scenario. Say you’re a brand that sells T-shirts and John is a prospective customer looking to buy a new T-shirt.

• He searches on Google for “T-shirts” and lands on your website.
• He then starts searching further and views some products on your website from a google ad.
• He still doesn’t decide on what to buy but sees some display ads that remind him that he needs to buy a T-shirt.
• He later searches for the exact T-shirt he saw in one of the ads, clicks on your shopping ad, and purchases the same.

The question is, what channel or campaign gets credit for the same?

Deep diving into how other attribution models will assign credit for John’s purchase will help us understand how data-driven attribution gives true weightage to all your channels in the user journey.

The figures are used here as an example only.

Prepare for the Future with Data-driven attribution in GA4

Google’s data-driven attribution model has the potential to revolutionize how we measure marketing effectiveness. It promises to help digital marketers make more accurate decisions about where to allocate their resources. Its unique features provide businesses with an edge by giving them a more accurate view of how their marketing efforts impact their bottom line. 

If you have still not adopted it, now is the time to start planning for  Google Analytics 4. 

With its powerful Data-Driven Attribution model, you can take your marketing to the next level and gain a more accurate understanding of the role played by various touchpoints to promote conversions for your business. 

In advertising campaigns, frequency determines the number of times the same consumer will be exposed to an advertisement in a certain time frame. 

Setting an effective advertising frequency can help us to reach new audiences effectively, establish brand consistency, protect users from irritating ads and also save money for the Advertiser.

What is Frequency Capping?

Frequency capping is a technique that limits the no. of times each ad is shown to individual users in a given day, week, or month. It can also be called impression capping. Frequently showing the same ads or having a high frequency of ads can make ads less attractive to users. It can cause users to become less interested in reading or clicking ads, as a result, interaction and engagement subsequently drop. It affects your ROAS also.

It is a way to manage how many times advertiser ads appear in front of an individual. Most online platforms have simple ways to manage ad frequency at multiple levels which allows advertisers to control the ad shown to the users and reduce media waste.

For Example: Display & Video 360

In DV360, this platform allows advertisers to cap/control the frequency capping on multiple levels. There is the campaign level, insertion order, and line item level, where we can set the frequency as per advertiser and client requirements.

The main difference is that there is control at multiple levels, and advertisers can opt for many options as per their campaign needs like a lifetime of the campaign, months, weeks, days, etc.

In the above image as an example, at the campaign level, we can set the frequency capping according to the requirement of the campaign/client. At first, we as a campaign manager set the frequency capping lifetime of the campaign at the campaign level.

In the above image as an example, at the insertion order level, I could cap my frequency to 4 exposure per week.

Now in the above image at the line item level, we can limit that specific audience to see up to 2 exposures in a day. We can also set the frequency capping in a month, week, day, hour, or minute as per the campaign requirement. 

Refer to Below Image:

It measures how many times someone in the target audience has interacted/served an ad to them. As digital marketing platforms are very dynamic and the ad frequency helps to know about the campaign’s effectiveness. Many advertisers are focused on building campaigns that encourage users to recall the brand and engage with it, rather than just counting clicks or impressions. Ad frequency helps advertisers know how many users were reached & how many times.

Ad Frequency can be determined by a simple formula:

The above formula has been used for a long time, but it becomes less reliable when applied to the digital advertising world. It has become very difficult to measure the ad frequency accurately, as the number of devices an average person uses has increased day by day. So, Implement the frequency cap based on best practice or your experience because it may vary by industry, on our specific target audience, the message we want to share, etc.

Why is Frequency Capping Important?

Every advertiser wants to promote their product and services on digital platforms, but overexposing the ad to the same audiences is not advisable. Also if a user checks the website once or twice, it doesn’t mean he/she should then see the advertiser’s ads all the time. As a result, this practice can cause decreased campaign performance. And sometimes even results in users completely ignoring the ads, also known as banner blindness which leads to generating bad impressions in the minds of the audiences.

Every ad campaign has a goal. It could be getting x number of conversions, clicks, or installs. If a single user sees 5 to 10 impressions a day without converting, then it’s not good for any advertisers. The advertiser is still paying for these wasted impressions. Thus limiting the number of times a visitor/user sees a particular ad can save the advertiser money. Which also increases the campaign ROI and causes low CTR.

The Pros of High Frequency:

Gaining high frequency increases the possibility of our messages sticking in the audience’s memory. Despite this, it also provides some additional benefits.

• Frequent messages allow us to build relationships with customers/users.
• Repetition helps to establish our brand, creating associations between our messages and our company.

The Cons of High Frequency:

• High frequency will be expensive
• High frequency can annoy users by seeing the same messages or ads repeatedly.

What should be the ideal frequency?

The optimal/ideal frequency cap will be different for digital advertisers with different goals. Generally, there is no thumb rule because every ad, every campaign, and every business/industry is different. In Display and Video 360, we can run 2 types of campaigns:

1. Branding Campaign
2. Performance Campaign

In these 2 types of campaign basis, we can set the frequency capping as per the KPI or client requirement.

For example:

If our ad campaign has the purpose of generating brand awareness, the no. of ad impressions will have to increase so that our ad doesn’t get lost in this digital competitive world. The more a person interacts with our ad, the more they’re going to recall our brand. In a branding campaign, the frequency cap will differ as per the campaign goal. But the best practice would be setting 4-7 per day at the line item level when we start the campaign.

But in a performance campaign where the advertiser’s goal is a conversion with spending less, it is recommended to set the frequency cap to 2-3 per day in line item level (Display & Video 360).

Frequency Cap Based Audience:

In Display & Video 360 there are many programmatic audiences targeting features based on that we as an advertiser not only find/target the right audience but also take action and understand based on the user’s intent.

So in the audience section, there are Activity-based audiences that allow advertisers to build audiences based on user activity across the campaigns. These audiences are of two types.

One is the Frequency Cap Audience where we can exclude users based on the number of impressions served across the campaign, deals, and inventory. It removes the audience that is not relevant to the business or if you don’t want to target right now;

Frequency cap-based audience means - if a user crosses your campaign did ‘n’ no. Of impressions that didn’t click or clicked; would you want to showcase an ad to them again and again?? We can decide what ‘n’ can be 20,40,50 or 100. That particular criterion is as imp as targeting criteria. So if a user through a particular IO or LI has done ‘n’ impression, we can exclude them from the campaign within a max duration of 30 days. This audience doesn’t include Trueview ads or video ads.  This is for (display, video, install, Gmail, true-view, and audio)

Frequency Capping Audiences gives us better control over user exposure to our campaign by negatively targeting users.

Here’s how frequency capping audience works:

At the campaign level, we specify a list of an Insertion Order or Line Items where we want to exclude the frequency capping audience, along with an impression limit. Once a user has reached the impression limit, they will be added to the frequency-capping audience list.

Step-1

Navigate to campaign level >  navigation panel.

Click on Audiences> All Audiences> New Audience>  First-party data.

First-party data > Activity-Based Audiences.

There are two types of audiences available in ‘Activity Based Audiences’. [Select the Audience Frequency Cap option from it].

Step-2

Audience frequency capping is available at both IO and LI levels. 

Set the specific impression frequency cap for relevant IO/LI’s.There are two options available for setting the frequency impression cap:- [Greater than>], [Greater than Equal To >=]

Frequency Capping Best Practices.

There is no magic answer for the best practice of frequency capping. Setting a frequency cap for online advertising campaigns is always recommended in most situations unless the goal is bombarding users with ads. The optimal ad frequency is very hard to determine and may depend on the type of campaign, campaign objective, and the available inventory. 

Best practices are

• Set frequency caps at all levels - Campaign, IO, and LI to build frequency as required. Setting it at all 3 levels helps in better control
• Use a broader audience if the lesser frequency is to be built but use a narrow audience when more frequency is to be built
• For performance, campaign frequency should be controlled by showing the ads multiple times might not lead to conversions but is a waste of spending while branding campaigns start building reach and frequency from the beginning to induce brand recall among customers. But keep in mind bombarding the user with a lot of ads leads to frustrated users/blocking of ads so find out your ideal frequency based on your industry

Case Study: How does Tatvic help a real estate client wanting to promote their app, and build a frequency of 6 in two months using DV360?

Tatvic took up the challenge of building a frequency of 6+ using the DV360 platform. Below is the process followed and took optimizations steps to meet the frequency goal:

• Allocated the highest budget to YouTube Line-Items to build reach as well as Frequency 
• The campaign was strategized in such a way that each building was the focus during the initial phase of the campaign and the focus was shifted to frequency building once enough reach was built as per the plan. This helped in effective reach and frequency building.
• Skippable 10s videos were run to build audiences and line items based on those audiences (viewer lists) were created to build frequency Skippable ads increased the size of the viewer list and the viewer list helped build frequency at a faster rate
• More than 50% of the budget was allocated to users who have already seen the ad has helped with building the frequency at a faster pace
• At an overall level, focusing on Bumpers and Skippable Line Items helped with increasing the frequency and size of the viewer list respectively
• Strategies like google audiences, and Channel List helped in increasing reach initially. Post that audiences and channels were optimized to build more frequency.
• Individual cities-based optimizations and layering of keywords and placements were done to reduce the pace of reach and increase the frequency
• CPMs were optimized based on the phase of the campaign so to build reach and frequency
• Starting CTV LIs also helped increase frequency.

All the above steps helped in achieving the frequency of 6+

Conclusion:

In conclusion, Frequency capping can help manage your advertising efforts because it limits the number of times a user sees an ad, which ensures that your ads won’t be annoying and therefore won’t lose your clicks. Keeping your costs in check and improving  ROAS. 

Do let us know if you want to know more about Frequency Capping and its impact on your campaign efficiency. 

Google Shopping ads, also known as Product Listing Ads (PLA), are a form of ad that appears at the top of search results in a retailer-specific box. Google rolled out this ad format back in 2010 and it has been steadily growing in popularity ever since. Today, these types of ads are essential for many leading brands as it plays an important part in their strategies for improving brand awareness and increasing sales!

When it comes to implementing eCommerce advertising tactics on Google, the success of all campaigns isn’t guaranteed. While the team at Tatvic has deep experience, there are always multiple dimensions at play.  Each campaign begins on tested hypotheses, and it quickly learns optimization for effective ROIs 

If you have an online eCommerce Google Shopping campaign but want to make it even more effective, we’re sharing proven strategies that will help improve your return on ad spend (ROAS). Of course, every business is different, but if one has the best chance of these strategies working for your shop, here are a few proven pointers.

As an e-commerce marketer, these 5 tips have provided great ROI for my clients, time and time again.

1. Enhance your product feed to help your Shopping ads stand out

When it comes to Google Shopping campaigns, eCommerce business owners don’t cut corners. These are the first products that customers see when searching for items, and if your results look anything less than professional, you could be missing out on clicks.

When most people think about optimizing their Google Shopping ads, they focus on their campaigns, bid strategy, and execution. While this is important, we’d argue that the more significant wins actually come from optimizing your merchant center feed.

• Use high-quality, product-first visuals.
  Why: Close-up product shots with white backgrounds make it easy for customers to see product details, helping you drive more engagement. 
• Ensure your product data is accurate and up-to-date.
  Why: Accurate data is key to ensuring your ads showcase the information your customers are looking for. Upload rich product descriptions and update product prices and availability if they change often.
• Cater to consumers’ demand for convenience.
  Why: Shoppers are increasingly looking for great deals, fast delivery times, and easy returns. Use annotations to stand out to them when they’re looking for convenient ways to purchase.

2. Use Dynamic Remarketing 

Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes this a step further. It lets you show previous visitor’s ads that containing products and services they viewed on your site. These ads are targeted with specific items visitor was browsing before so it can help create leads and sales by bringing back previous visitors to complete what they started.

More reasons to use dynamic remarketing

• Ads that scale with your products or services: Pair your feed of products or services with dynamic ads, scaling your ads to cover your entire inventory.
• Simple, yet powerful feeds: Create a basic .csv, .tsv, .xls, or .xlsx feed. The Google Ads product recommendation engine will pull products and services from your feed, determining the best mix of products for each ad based on popularity and what the visitor viewed on your site.
• High-performance layouts: Google Ads predicts which dynamic ad layout is likely to perform best for the person, placement, and platform where the ad will show.
• Real-time bid optimization: With enhanced CPC and conversion optimizer, Google Ads calculates the optimal bid for each impression.

3. Use Ad Scheduling

Ad scheduling is something no busy marketer can afford to overlook. It may not always be effective right off the bat but learning about what works for your business and using data for guidance will give you a more targeted approach that in turn can boost your ROI in the long term. We’ve seen from experience that creating separate campaigns with different schedules tied to different targeting criteria can be beneficial because it allows you to target specific audiences at their most favorable times. It’s very useful if you’re promoting two different products or brands because each product or brand can get maximum exposure during its respective optimal timeframe. To get the most out of your campaigns, you can also apply bid modifiers to them. By knowing how well your ad performs at different hours of the day, you can pay more for traffic during high converting days/times - or decrease bids on days/times when conversions falter.

4. Use Location Targeting

Select the geography view to see how your campaign performs by countries, regions, metro areas, cities, or any other location available. Once you have determined what regions are performers, you can apply geo-targeting bid modifiers to adjust for higher bids from top-performing areas, and lower bids from poor performers. You can exclude the locations which are not bringing any sales. This way you give more budget to the top-performing city and can improve your sales.

Target bid adjustments are a great way to help ensure that you’re running the most profitable campaigns. You can use this feature to change bids based on the search results location, including country, state, city, postcode, and other factors important to your business like traffic and days of the week.

• Specify where you want your ads to be shown 
• Allow the campaign to run for at least a few weeks
• Access the locations report to assess how each bid is performing
• Adjust bids based on results

5. Use Device Targeting

The Google AdWords performance can be broken by Desktop, Mobile, and Tablet. Google breaks down your performance into three categories of devices. Each device has different results. It is important to understand this breakdown because that means that you may get different types of results based on the type of device where your ads are viewed.

Adjusting bids on the basis of device type is a powerful way to design Google AdWords campaigns that perform more efficiently. While you may be ignoring more economical options, like Cost Per Click, by using this method you’re targeting your ads at specific types of devices rather than wasting money with AdWords ads on devices where they won’t draw as much visitor attention as they should. Make sure your team/contractor is knowledgeable about which group(s) of devices a customer’s most likely to use depending on the type of website (gaming or news site for example).

Summing It Up

Hopefully, these 5 tips have helped you learn what it takes to be successful.

To recap, 5 tips are:

1. Enhance your product feed to help your Shopping ads stand out
2. Dynamic Remarketing 
3. Ad Scheduling
4. Location Targeting
5. Device Targeting

If you have any other ideas on how to increase sales from Google ads, share them with us in the comments below. Consider sharing this post if you found it valuable with your peers!

If you would like to get in touch with us regarding our marketing consulting services, or if you might be of assistance to anyone looking for digital marketing or social media management you can contact us from here.

Table of Contents

• Facebook Ads for eCommerce
• How to Choose the Right Facebook Ad campaign objective?
  • Drop-offs in eCommerce Funnels: How are they reduced?
• Which Facebook Ad Strategies can help Scale eCommerce Business campaigns
• How to Remarket or Retarget Audiences
  • Facebook Ads Hacks For Increasing Remarketing Audiences

The Indian eCommerce industry that observed stagnant growth pre-covid; is all set to grow by 84% to $111 billion by 2024. The pandemic proved to be a blessing in disguise as there is an immense increase in the number of eCommerce stores in recent times. 

And while the competition is growing, everyone may be wondering: How can Facebook Ads grow their eCommerce business?

Facebook Ads for eCommerce

Among various digital platforms, Facebook has proved to be an effective and incredible tool for eCommerce businesses when done right. These platforms are extremely effective for brand awareness and conversions. This article will help you identify the best optimization strategies to scale up your eCommerce business. 

Did You Know?

Facebook has now enabled the ‘shop’ section for Indian users to help customers buy products directly from there. Whereas, the Instagram shop feature is not currently available in India. It is only available for brands that have been selected as ‘Managed Clients’ by Facebook depending on their brand popularity, transparency, and ad content.

How to Choose the Right Facebook Ad campaign objective?

Each campaign has different KPIs (Key Performance Indicators) and deliverables. According to their performance parameters, campaigns fall under different levels of marketing funnels. 

1.  Awareness: In this funnel, businesses educate their prospects about key offerings and value propositions. They promote their brands or products in such a way that fulfills the ‘Awareness’ funnel. 

To achieve this pre-buzz, the Facebook platform has different campaign objectives such as Brand Awareness, Reach. 

This objective optimizes the campaign on the following events Ad-recall lift, Reach, and Impressions. The communication at this funnel should aim to portray the unique features of products, key service deliverables and focus on ‘selling’.

2.  Interest and Desire. At this level, businesses try to seek the prospects’ attention by creating engaging content and creating a desire to make purchases.

To increase the post-engagement, Facebook platform has different campaign objectives such as Traffic, Engagement, App Installs, Lead generation, Messages, and Video views.

You can optimize the campaign on the following events Link Clicks, Daily Unique Reach, App Installs, Post-Engagement, ThruPlay, Leads, and Page views.

3.   Action or Conversion. At this level businesses drive customers to take action by mentioning clear CTA’s (Call To Action) on Facebook Ads. They advertise with promotional content (such as discounts, offers, and benefits). 

To improve and enhance conversions, Facebook has different campaign objectives such as Conversions, Catalog Sales, and Store Traffic. 

You can optimize the campaign on the following events- Conversion, Value, Conversion events, and Impressions.

Drop-offs in eCommerce Funnels: How are they reduced?

“Conversion rate” is the percentage of site visitors that take the desired action. Final conversion events (Purchases, leads) are preceded by Macro and Micro conversions (Page view, View content, Add2cart). To track conversion on Facebook, Facebook Pixels are implemented on the website.

Funnel Drop Offs:-

(a)  Add to Cart Rate: This indicates the % of visitors who placed at least one item in their cart during the session after visiting the product detail page. 

Ways to Optimize Add2Cart Rate: Add more customer reviews on product pages, offer discounts to first-time consumers, and introduce a live chatbot.

(b)  Cart abandonment rate: This indicates the % of the audiences who add items to an online cart but abandon the cart before completing the purchase.

Ways to Optimize Cart abandonment Rate: Mention clear CTA’s (Call To Actions). Include details like ‘Free Shipping’ and ‘Checkout Discount Code’ in the Description. Use the current product price rather than the listed price in catalog creative format and send persistent reminders of Cart contents.

(c)  Initiate Checkout rate: This indicates % the visitors who proceeded to the checkout page after adding an item to the cart. 

Ways to Optimize Initiate Checkout Rate: Allow default guest checkouts wherein the customers are not required to create accounts before checkout. Avoid latent and hidden charges. Use creatives that are attractive and have clear communication. Optimize the page loading time and segregate device-wise targeting and the user interface. Mention the CTA that has a sense of urgency.

(d)  Checkout conversion rate: This refers to the % of users who begin the checkout process, then complete it over a given time. 

Ways to Optimize Checkout conversion Rate: Simplify the checkout process. Add multiple checkout buttons. Secure the checkout process. Minimize details to fill in the checkout form, and Skip the mandatory sign-up.

What Facebook Ad Strategies can help you scale your eCommerce business?

Prospecting Audiences

The audiences that aren’t aware of your business and products. Hence, they fall in the Top Funnel of marketing where businesses need to be aware of their existing offerings. You can target such audiences in the Facebook Ads manager using specific targeting methods, such as

1. Interest audiences 

Target them based on their personas, liking, interests, and behavior. Facebook collects ‘consumer insight data’ from the user’s personal information or activities performed on the platform to create these audience segments. These insights are available under the ‘Audience Insights’ and ‘Facebook Analytics’ sections of Ads manager. Facebook recommends targeting prospecting audiences when businesses want to drive traffic to their website with low CPCs (Cost per click).

2. Lookalike Audiences 

These are built upon the similar characteristics of our existing seed audiences (audiences that have already interacted with the brand or business). The seed audiences are the ‘Custom audiences’ created from Facebook Pixels. Pixel audiences are the First-party data audiences collected by Facebook from the ‘Meta Sources’ (Facebook, Instagram, Messenger) and ‘Own Sources’ (Website, Apps, Customer List, Offline activities).

Facebook Ads Hacks For Increasing Prospecting Audiences:-

• Brands can target two completely unrelated interests and reflect the same in their ad copies. This has been observed to get more CTR. 
• Brands can narrow down their interest targeting with the ‘Must Have’ option, where they can select the interest that is necessary or must for their business. (Like ‘Online shopping’ for their eCommerce business)
• ‘Saved Audiences’ cannot be excluded from any audience set. Hence, analysing the ‘Audience overlapping rate’ is necessary to reduce the chances of the same ads being shown to the repeated user. (Example:- Interest audiences are a subset of Open audiences)
• Different Ad sets can be created targeting different Interest audiences. For example, for eCommerce business, the interests that could be targeted are- 

• • Bargain Hunters (Interested in Discount and sales)
  • MediaNEnt (Interested in Entertainment, movies, web series)
  • EcommNLabel (Interested in Fashion and Designer brands)
  • CompDress (Interested in Direct competitor’s offerings)

• ‘Lookalike Audiences’ can be further narrowed down by adding additional interest, age, and geography targeting.
• Multiple ‘Lookalike audiences’ can be added in a single set unlike ‘Saved audiences’ which can’t be merged. The decision to add various LAL audiences in the same ad set should be taken based on their potential audience reach.
• Ideally 1%-2% Lookalike audience should be used because it has relatively more similarities and the audiences are narrow. Whereas  >3% Lookalike Lookalike creates a vague and unrelated audience.
• Lookalike of value-based custom audiences have always been successful in generating higher ROAS or Return on Average spent.
• Different ad sets can be created for LAL audiences. Some of the LAL audiences that can be useful for an eCommerce business are as follows:-

• • LAL of website visitors
  • LAL of customer list (Converted and purchased audiences)
  • LAL of Add2cart audiences, Initiate Checkout audiences.

How to Remarket or Retarget Audiences 

This includes targeting the audiences that have already interacted with the business and are aware of the business offerings. Specific targeting methods that can be used in Facebook ads manager to approach such audiences are:-

1. Use Custom Audiences which are created through Facebook Pixels. The pixels implemented on the website help in identifying the users that had visited your website. Or viewed content, abandoned specific products, initiated checkout, and made final purchase. The pixel also identifies the one that has dropped off in the middle of the funnel. So, we can retarget them from the point where they left off by creating different custom audiences.

Facebook Ads Hacks For Increasing Remarketing Audiences:-

1. 1. Use ‘Dynamic Remarketing’ to retarget the audience with the particular product they left while making the final purchase. The campaign objective that needs to be selected for it in Ads manager is ‘Catalog sales’. Shopify (or any CRM) feed needs to be linked at the campaign level.
   2. Always select the ‘Product Tag’ feature for Dynamic Ads. In dynamic ads, the creatives will take the product name and price from the feed. Also, the Landing URL is dynamic to the specific product detail page.
   3. Different creative tools can be used in the catalog such as the use of Frame (Brand, discount), and strikeout price (in sale catalog). This can help to connect with the users more.
   4. The use of a proper ‘Primary Text’ and ‘Headline’ is very important in Dynamic Remarketing and Remarketing campaigns. The primary text should have a sense of urgency and should induce the users to complete the pending purchase’. An example of one of the Primary texts that are used in ads is:-
      • “We Know You’ve Been Eyeing These Products, So let’s Continue From Where You Left Off ❤”
   5. There is also an option to ‘Upsell’, or ‘Cross Sell’ in Dynamic Remarketing campaigns which help to promote products to customers who have made certain purchases or abandoned one because of price. 
   6. ‘Custom combination’ of products can also be done in Dynamic Remarketing for specific audiences as per their interaction with the category of products.

Hence…

It is imperative to have a strong and measurable strategy when advertising on Facebook. So the business gets the most value out of it.

Also, a high engagement and conversion rate is observed for brands where they have created ads that are highly targeted. They can be based on the demographic characteristics, interests, and online behavior of their business’ ideal customers.