Be an experimenter

Last week, before the long weekend, I did what most of us do when we’re busy: Spin up a quick Facebook ad campaign and choose Traffic. 

We’ve put together a workshop – 5 Fast Wins to Unlock Hidden E-Commerce Revenue – and wanted to share lessons we’ve seen work for e-Com brands.

“Just send people to the page”, I told myself. 

And it worked… sort of. The campaign started getting landing page views. 

Great, how many actual leads? 

Zero, nada, zilch…

At that point, I thought: “Wow… do we suck that bad?”

179 landing page views, and not a single interested person?

Then I did a simple test: Duplicate the campaign and changed only one thing – the objective.

• Campaign A: Leads (Optimized for conversions)
• Campaign B: Traffic (Optimized for page views)

Same creative. Same audience. 

Campaign A started driving leads. 

What a good reminder. Meta gives you exactly what you ask for. 

Ask for clicks → Get clickers
Ask for leads → Get people who behave like leads. 

Even if your pixel isn’t perfect, the conversion objective forces the system to hunt for real outcomes instead of vanity numbers.

Should you ditch traffic objective forever?

It depends. 

Think of objectives like stages in a funnel: 

• TOFU: Landing page views or engagement to warm audience.
• MOFU: Lead conversion (to collect names and emails)
• BOFU: Remarketing (to bring hot prospects back with an offer)

The biggest lesson? Always be testing, questioning and tweaking.

Such is the life of a marketer. 

The most successful e-Commerce businesses are always testing. When is the best time to run ads? Which products drive profit? Where are most customers from? I’m hosting an online live session with BRP Analytics to share how to experiment. 

If you sell online, data is your friend. Just like noticing what works with ads, success in e-Commerce comes from identifying patterns (customer behaviour, product analysis, etc). The e-Com Profit Fix live session tomorrow, 9th Sept at 10AM – will show you how to analyze all of these.