As we all know (or for you that are new to the industry) advertising a single product landing page is a bit different from advertising a standard product page from a catalog of items. In today’s post, we are going to share with you tips on how to promote the single product landing page on Facebook.
First, what are landing pages?
For all of you that are new to the industry or just want to learn something new, let us explain to you what are landing pages?
“A landing page is a stand-alone web page that potential customers will be redirected on after clicking your ad.”
Most eCommerce websites have catalogs with multiple products, in which case each product has its own product page. This particular type of store when visitors can browse multiple products and categories, etc.
In digital marketing, advertisers also use landing pages completely dedicated to one particular product. Using the landing page type of marketing it will make it more difficult for your visitors to see the home page or see other products, this will increase conversions, which is why lots of marketers give more attention to landing page campaigns.
Second, what are the benefits of landing pages?
You as an owner of the eCommerce store are able to boost your business performance with landing pages in a number of ways.
- By using landing pages you can test new products or services
- If you conduct niche research, you can focus more on a high-potential item without having to look for other goods for your inventory.
- Using landing pages you can advertise high-ticket or more complicated items.
- Landing pages are a good way to promote/advertise limited-time offers.
- With the use of landing pages, you are able to focus on audience segments that will not show any interest in other products in your inventory.
Third, promoting/advertising landing pages
In general advertising one of your products from your catalog and advertising a landing page have lot’s in common, but still, there are some differences when you advertise/promote landing pages.
Quantity discount, with quantity discount you can offer better deals to your potential customer by giving them the option of buying more save more strategy where let’s say the customer buys
- 2 items he/she gets a 20% discount.
- 3 items he/she gets a 30% discount.
- 5 items he/she gets a 50% discount.
But, you have to be very careful when you use this particular strategy as you have to take in to account all other factors before pricing your products and also adding the advertising costs, let’s take an example:
When you advertise drop shipping products through your social media (Facebook), you have to pay for every impression (the person sees your ad).
- Let’s say you sold a product for $50
- Cost of goods $15
- Shipping cost $5
- Cost of conversion $30
- This equals $0 in profits.
But, what if the same customer buys more than one product? Yes, you go it, all these additional goods sold will bring you a profit.
When you promote regular goods, you would expect customers to also buy other products as an addition. But when you promote the landing page you technically are promoting only one product, with this type of promotion your only option is to make people buy more of the same item, that’s why offering quantity discount is a good strategy.
One thing you have to keep in mind is that you have to make your ad copy creative this applies to both marketing and remarketing campaigns, for example, you can warn your potential buyers about the discounts, simple examples are highlighting the “UP TO 70% OFF!” this can make wonders.
Forth, Budget, Optimization, and Scaling
When advertising a landing page with quantity breaks, it becomes really difficult to calculate your break-even ROAS. This term means the return on advertising spend you need to cover the expenditures.
On the one hand, the more items a buyer orders, the bigger discount you have to offer. That means your profit from one product gets smaller. However, the volume discount increases the store’s average order value, so the profit from one customer grows. And the cost of conversion stays the same.
You’re going to see a slightly lower cost per unique purchase in comparison to standard ads that don’t have such a motivation.
When testing audiences, you can also set daily budgets equal to your product’s minimal price. After a day or day and a half, don’t be afraid to turn off the audiences whose conversion cost is higher than the product’s minimal price. Keep only those audiences that show the maximum ROAS and the minimal Cost Per Purchase.
If the minimal product’s price is higher than $50, you can use the checkout cost to optimize the budget. In this case, the checkout cost should be about 50% of the product’s price.
Since the ROAS is much higher when you promote landing pages with a single product, so shall be your budgets. Other than that, scaling your ads should be the same as with standard promotion.
Here’s an example. The initial daily budget for target audience testing is $20 for a standard ad and $30 for a landing ad if the minimal price of the product equals $29. After that, you double the budget at every step.
Thus, your first budget rise will result in $40 for the standard ad and $60 for the landing ad. At the next step, the budget will rise to $80 and $120 respectively. Thus, your budget will rise pretty quickly.
When the audiences show high activity and “eat up” the budgets by the second or third campaign, there are two things you can do. Either create a new campaign (with Campaign Budget Optimization) with 2-4 audiences in each ad set; or create several ad sets, with each targeted at one particular audience.
The team also recommends using Campaign Budget Optimization when advertising a landing page. It lets you raise budgets once per two days with almost no limits and you don’t have to worry about breaking the campaign’s efficiency.
Facebook often provides useful tips in your ad sets’ status. If it says, “Learning limited”, this particular group of audiences probably needs a larger budget to show better results.
MAcademy, February 2021
