2X eCommerce Podcast

If you are an online retailer and looking to scale your sales further through Facebook advertising, check out Kunle's agency:2xmedia.co. It caters specifically for ecommerce businesses. Get in touch to apply.  Campaign Management: Analysing your Ads and Decision making Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.   I set up my Adset reports in two ways.  The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up: Budget Delivery Reach Link Clicks Amount Spent Website Purchases Conversion Value Website Purchase ROAS (Return on Ad Spend) Cost Per Website Purchase Website Purchases Website Add to Cart Cost per 1,000 People Reached CPM (Cost Per 1,000 Impressions) CTR (Link Click-Through Rate) Unique Link Clicks Button Clicks Cost per Unique Link Click Website Checkouts Initiated Website Adds of Payment Info Cost per Website Add to Cart Relevance Score Frequency Page Likes Positive Feedback Negative Feedback The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns: Amount Spent Website Purchases Conversion Value Website Purchase ROAS (Return on  Ad Spend) Website Purchases Cost per Result Cost per Website Purchase Website Checkouts Initiated Cost per Website Checkout Initiated Website Adds to Cart Cost per Website Add to Cart Unique Link Clicks Cost per Unique Link Clicks Website Content Views Cost per Website Content Views Reach Cost per 1,000 People Reached CPM (Cost per 1,000 Impressions) Unique CTR (Link Click-Through Rate) Cost per Outbound Click You want to set benchmarks for all your 'cost per...' metrics. With the most important being: Cost per Website Purchase Cost per Unique Link Clicks Unique CTR (Link Click-Through Rate) Cost per 1,000 People Reached or CPM (Cost per 1,000 Impressions)     --- SPONSORS: This episode is brought to you by: .STORE .STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store). If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store.  and Klaviyo  Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.    

Show Notes

If you are an online retailer and looking to scale your sales further through Facebook advertising, check out Kunle's agency:2xmedia.co. It caters specifically for ecommerce businesses. Get in touch to apply. 

Campaign Management: Analysing your Ads and Decision making

Knowing when to stop or scale an Adset in a Facebook Ads campaign, balls down to analysing key performance metrics you establish in your campaigns.  

I set up my Adset reports in two ways.  The first way is what I refer to as the Funnel Reporting view I use to get a quick glance at performance. Here are the columns I set up:

  1. Budget
  2. Delivery
  3. Reach
  4. Link Clicks
  5. Amount Spent
  6. Website Purchases Conversion Value
  7. Website Purchase ROAS (Return on Ad Spend)
  8. Cost Per Website Purchase
  9. Website Purchases
  10. Website Add to Cart
  11. Cost per 1,000 People Reached
  12. CPM (Cost Per 1,000 Impressions)
  13. CTR (Link Click-Through Rate)
  14. Unique Link Clicks
  15. Button Clicks
  16. Cost per Unique Link Click
  17. Website Checkouts Initiated
  18. Website Adds of Payment Info
  19. Cost per Website Add to Cart
  20. Relevance Score
  21. Frequency
  22. Page Likes
  23. Positive Feedback
  24. Negative Feedback

The second view I use is ROI focused and solely used for tracking costs and making decisions. Here is how I arrange the columns:

  1. Amount Spent
  2. Website Purchases Conversion Value
  3. Website Purchase ROAS (Return on  Ad Spend)
  4. Website Purchases
  5. Cost per Result
  6. Cost per Website Purchase
  7. Website Checkouts Initiated
  8. Cost per Website Checkout Initiated
  9. Website Adds to Cart
  10. Cost per Website Add to Cart
  11. Unique Link Clicks
  12. Cost per Unique Link Clicks
  13. Website Content Views
  14. Cost per Website Content Views
  15. Reach
  16. Cost per 1,000 People Reached
  17. CPM (Cost per 1,000 Impressions)
  18. Unique CTR (Link Click-Through Rate)
  19. Cost per Outbound Click

You want to set benchmarks for all your 'cost per...' metrics. With the most important being:

  • Cost per Website Purchase
  • Cost per Unique Link Clicks
  • Unique CTR (Link Click-Through Rate)
  • Cost per 1,000 People Reached or CPM (Cost per 1,000 Impressions)
 

 

---

SPONSORS:

This episode is brought to you by:

.STORE

.STORE domains are getting mainstream adoption by brands such as Emirates (www.emirates.store), Jimi Hendrix (www.jimihendrix.store), and F1 (www.f1.store).

If you want a short and snappy domain name for your retail brand or your online store, you can now get a .STORE domain name for just £4.99 or about $6.99 using the coupon code 2XSTORE at www.get.store. 

and

Klaviyo 

Klaviyo is a game-changing email automation tool specifically built for scaling eCommerce businesses. I am not just saying it…I use Klaviyo in my ecommerce store as well in a number of stores I advise for. With Klaviyo, in just a few clicks you are able to activate pre-built email automation flows such as cart abandonment, up-sells and win-backs.  Klaviyo also seamlessly integrates with Facebook Audiences. If you’re an eCommerce manager, I cannot recommend Klaviyo enough. Give Klaviyo a try today on  www.klaviyo.com.

 

 

★ Support this podcast ★

Creators and Guests

Host
Kunle Campbell
Host of the 2X eCommerce Podcast and Co-Founder at OCTILLION

What is 2X eCommerce Podcast?

Hosted by Kunle Campbell, who is an operator of a portfolio of consumer brands, 2X eCommerce is a weekly podcast for ecommerce operators by ecommerce operators. We interview remarkable ecommerce founders and leading enablers of ecommerce growth, with every episode promising to give you at least one growth hypothesis or idea you can test.

Our focus is growing your ecommerce revenues from a cross-functional perspective, be it marketing, your tech stack, operations, finance, or customer experience. We believe that by bringing together insights from a variety of experts, we can help you double the throughput of key ecommerce functions.

2X your eCommerce growth with insights from Kunle and handpicked experts.

Follow us on Twitter, LinkedIn and Instagram: @2XeCommerce