It’s Friday #TGIF and that means yesterday we hosted a new episode of The Ecommerce Growth Show and our special guest-speaker was Thomas Bartke.
Who is Thomas Bartke?
Known as the “Pixel Whisperer”, Thomas is the founder of Trackify. He is a leading authority on Facebook advertising in the world. Thomas has trained thousands and thousands of people on how to find, test, and scale winning products on Facebook. He has a very solid understanding of how the pixel works and what you can do to get more conversions for less ad spend. All of that expertise is reflected in the Trackify app, which he is personally using on his and his client’s stores.
Key Takeaways from this episode
Why do we need the different tracking in Facebook and why can’t we just look at a single event, which is the conversion?
Everything that your visitor does in your store is independent of your e-commerce shop. You can even apply the same general logic to affiliate marketing or selling information products or lead generation whatever it is. So everything that a visitor does on your Website or in your shop is a conversion. Right?
For example: When they visit a product, that’s a conversion.
Facebook considers something as a conversion when users do different actions in the sales funnel, for example: they pick a different color of a product or a different model or a different package of your product. That would be some sort of customization of their experience where it shows that they are actually more interested than someone who just looks at the product and bounces right back off. So that would be an interesting thing to track as well as a conversion customized product. If they put the product in the cart that’s another layer another step of engagement and interaction that they take.
So that’s another conversion.
Watch all the steps in between when that lead first clicks the ad to when they make that final conversion. We always tend to just look at the conversion.
There are actually other conversions and they can also be tracked and tracking them makes sense because then you can segment people out and retarget them depending on what they’ve already done. And so, you will find that people who are further along in your funnel from the first click on the ad to the final purchase, they actually are cheaper and easier to reach.
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How should brands that are selling nonessentials approach their advertising campaigns?
Calling some products “nonessentials” cannot really be determined by the product.
Essential and nonessential are a quite random determination that governments have chosen to dictate some businesses to shut down versus others to remain open.
So if you look at it from a purely e-commerce point of view, essential versus nonessential is different. I would research lists of trends in e-commerce by specific products.
Is it sustainable to invest in ads right now?
Absolutely. Now is the time. If you have something that people are looking for right now, there is no better time than now.
Sustainable? That is a different question but you can miss out a lot on the now if you worry about sustainability. Now is the time.
Make sure to check the whole episode to learn more about how to drive successful Facebook campaigns.
Make sure to tune in next week for a new episode with another special guest!
Until then, enjoy your weekend and stay safe!