Meta Ads Top-Level Traffic Strategy for eCommerce

[00:00:00] what I found with this brand in the past is that we could launch a top of funnel audience without a heavy exclusion like an all buyers uh and we'd still see some crazy realiz numbers that weren't indicative of a a top of funnel audience Financial constraints that they were having and wanted to review everything and start fresh with their meta ads but anyways we're we're rebuilding their platform and I'm doing it in a very similar way to what I was doing for this brand and what that looks like is I'll start with the top of funnel campaigns with three top of funnel campaigns total budget for this um client on a daily basis is going to be $120 90 of that is devoted solely to top of funnel traffic uh the first top of funnel campaign that we have is a broad campaign uh we're excluding all buyers from each of these to of funnel campaigns which is going to um solidify the fact that we're we're going after new customers what I found

[00:01:08] with this brand in the past is that we could launch a top of funnel audience without a heavy exclusion like an all buyers uh and we'd still see some crazy realiz numbers that weren't indicative of a a top of onal audience that I'm sure it was going after retargeting audiences that fell in the same category so this time around we're excluding all of their buyers from all time on each of these top of funnel campaigns spending $90 a day we have one lookalike audience so this is going to be a 10% lookalike uh leveraging the pixel using their alltime audience or their alltime buyers um and then buyers uh sorry then SMS and email subscribers so pretty quality top of funel audience there um at a 10% lookalike level we're also using Shopify audiences which is something that the client um just signed up for they've asked us to explore it a little bit I've used it a little bit with clients in the past I've found some success with it but

[00:02:13] um yeah I feel like we can probably produce better look likes on our own but worthwhile exploring and then the broad campaign it is pretty much what it what it is it's uh left very open-ended very minimal targeting restrictions on it uh and then moving down the funnel we have a middle of funnel audience so this is going to be anybody who's added the cart initiated checkout and again we're excluding purchasers in the same time frame so um middle of funnel traffic individuals that may not have you know for whatever reason didn't uh follow through on the purchase and the way that we're targeting them a little bit differently from top of funnel is we're going to present present a carousel to them with all the variations of the different products that this business sells so the top of funnel campaigns that we're running right now are all going to be swimwear oriented because this brand is very heavily um in the

[00:03:15] swimware space and seasonal seasonality wise it just makes sense but in terms of this middle of funnel Carousel we're going to be displaying not only swimwear but all the different categories that this brand sells so Fitness streetwear um underwear luxury all the different um the different categories that they sell to give customers a chance to view products that they might not have seen on the first trip to the website and we're also going to be adding in some form of a promotion here uh whether that be um a discount to firsttime buyers or um a free shipping something to that effect a very light Co um but something that maybe is going to just get them to tip over the edge and actually make the purchase we're spending $10 a day on that audience bottom of funnel we're spending $5 a day again another Carousel but it will be different so different products um than what we are running for the top of funnel or for the middle of

[00:04:20] funnel audience um and this is going to be recent engagers so anybody who's interacted with the brand socially in the past 10 days I believe leave anybody who's visited the website in the last 10 days and anybody who's initiated or added to cart in the last 15 days so very top of Mind individuals um and that audience for the bottom of funnel is actually being excluded from the middle of funnel audience so we're not going to see that um frequency climb between the two um and then to kind of follow everything up we have an Advantage Plus shopping campaign set at a a DPA and this is going to spend $15 a day a dynamic product catalog is showcasing all of the client's products dynamically so it's going to select the product in which the um potential customer is most OP to purchase it's going to show that to them when they're scrolling um on their feed or on their um stories uh and that's a really good

[00:05:29] catch all because being that it's a dynamic product feed if they visited the website added one particular product to their cart it's going to then show them that product or something very similar to that through this ad um and we I kind of call that like a catchall so if somehow somebody makes it through this extensive funnel they're going to make their way all the way to this ASC which ideally is going to scoop them up um with a very minimal spin and across our bottom our I guess what we could call our retargeting campaigns the client is going to see a really healthy on platform Raz because we're spending so little here and probably going to achieve the majority of our purchases on these three campaigns while the top of funnel traffic is bringing in fresh eyeballs or Google and um all of these other retargeting efforts that we're doing on platform and then on top of that leveraging email really heavily for

[00:06:29] these guys um they have a great email um program that they're running and they have like a 75 to 80% returning customer rate so initiating more top of funnel traffic for them is definitely the route to go and how I think that we're going to achieve the most success uh but yeah that's that's pretty much it does anybody have any questions anybody want me to go deeper into any of these campaigns how many adets are you doing for your top of funnel there Nick it's just three so there's gonna be one ad set in each of these campaigns okay y so your general structure is just using one ad set per campaign for your top funnel and what about your ad numbers you just sticking with one or are you split testing we're going to have for ads in each I think the client gave me the client was pretty specific about what he wanted to be showcased each individual um category of audience and the reason for that is their their products are a

[00:07:41] little bit on the the risque a line a lot of skin um especially with their swimware products so he gave me about 10 creatives that he wanted to Showcase to the broad audience um that are a little bit less skin heavy uh and then on our other swimwear campaigns these two I guess one thing that I should say that I probably forgot to mention the first time around is that um each of these campaigns is going to Showcase different creatives so that we're not overlapping um through our frequency because we are going to have some overlap here in our top of on audiences there's going to be i' would say rough estimate 10 creatives per adset okay on top of them yeah and are you segmenting from an audience perspective once you see are you identifying performance via an audience and then scaling into that audience and then yeah cutting out the ones that really are performing so you're not re what what's you what are you taking

[00:08:41] priority over you're taking priority over your creative or the audience it'll start at the audience level and then um the top the winning creatives from across the board would then be segmented into whatever winning audience we find yep so ideally what I what I suspect we're going to see is that this 10% lookalike audience is going to supersede the shop of VI audien's campaign um it'll likely then this audience's campaign will be turned off we'll recreate this lookalike campaign U with all of the winning creatives in there and then that'll be what we'll Now call a scaling campaign you know uh for the top of funnel uh on meta we can choose the objective uh let's say for Ecom uh it would be to do brand awareness or video views or you know just traffic but um what I like to do is go for conversion at first so uh if you go with conversion at first you'll have