“I ran a Facebook Ad and it didn’t work.”
“Wait, to who though?”
Running Facebook Ads has proven to be one of the best forms of paid marketing for dropshipping. It allows you to test numerous ad sets and products at the same, and compare the results to see what’s working and what’s not for effective optimization.
Unfortunately, many new dropshippers are under the impression that simply running an ad is enough to warrant a sale. If you run an ad for a necklace to everyone who likes jewelry, there’s a good chance you’re not going find success.
To run successful Facebook Ads, you need to run good ads to the right people. From my experiences, most dropshippers have a good handle on the ad and it’s copy, but have a difficult time when it comes to finding and creating their audiences. It’s important to set aside personal viewpoint when it comes to building your ideal customer. Be objective and use tools like Facebook Audience Insights and Google Trends to actually learn about what your audience is like rather than what you think they’re like.
Here’s some questions to hack your audience quick!
What are some of the influencers they follow?
What events do they attend?
What is their income?
Where are they located? What countries and regions?
What are their related interests?
What are their hobbies?
If you can make as many separate ad sets as possible, you can run the ads alongside each other to do effective testing. After a week, you can see what’s working and what’s not based on Facebook’s Relevance Score. Cut what’s not working and invest more in the audiends that are returning positive results.
Here’s an example from a previous dropshipping store I was running. I was selling this necklace in a men’s store.
Initially, my ads were not resulting in any sales. I was sitting and trying to find any word related to jewelry or men’s jewelry to use. I needed to start following my own advice and actually using the tools listed to find out facts about my audience. I built separate ad sets for each of the questions I listed above. Afterwards, I found the most success with my influencer’s ad set! Here’s the adset that ended up resulting in sales after doing audience research based on the questions above rather than my own presumptions.
I hope this example shows you just how much you need to get to know your audience. If you’re having trouble, don’t get frustrated, use all the free tools available! Imagine you were sitting with them at a coffee shop and getting to know them. Good research will result in good ads and ultimately, sales!
What are some of the questions you try to answer when building your audiences? I’d love to hear your process and what worked or didn’t.