Search
  • Nour Boustani

HOW TO BUILD EFFECTIVE MARKETING SYSTEMS AND GENERATE SALES.


The following story is a typical scenario for six out of ten entrepreneurs starting a new business, I’m sure it will sound very familiar to you, you might be living it right now if so keep reading, and I might be able to give you some help.


The optimistic version of you will spend a large chunk of time planning for your business; you start by calling out everyone and talking about your “new idea,” you begin visiting your old aunty who you never visited for ages and ask her to invest in your new vision with her savings with a promise of significant return investment.


You planned “carefully” for every step and corner of your business; you took awesome photography of your products, you made sure to study your market and price your product accordingly, you spent hours upon hours dreaming about your business and how genius and creative you are.


You “promised” everyone around you that this idea would work great, and everything will be fantastic. Finally, you will be able to give your beloved wife or girlfriend the expensive birthday gift she deserves. Only if everything goes well, only if.


You launched your store; you are so excited to sell your first product, the first hour goes by, and no one buys, you wait, nothing happens, you refresh your website, refresh your PayPal, refresh your mobile, still nothing, damn it!


You wake up the second day hoping that someone has bought your product while you were asleep; you get up excited; you look at your phone and still nothing. The third day, the fourth day, a first week goes by, and still, nothing happens.


You get frustrated; you talk about your products, everyone gives you a friendly compliment, but no one buys, you doubt your website, your pricing, your product, you even doubt yourself, you spend nights upon nights adjusting your website, and still no one buys.


You offer promotions, decrease the price of your product, and justify it by saying I want to deliver a high-quality product at a cheap price, which translates to I really don’t know how to sell.”


You try to post on social media, and it still does not work out, try paid ads? No way! You are already broke enough to spend money on your lunch, so advertising is a big no-no for you.

Your beloved wife asks you how everything is going, babe, you answer, Perfect! Babe. But deep inside you, we both know it, it’s not working, failed! Again.


So you decide to hide your tail between your legs, give up and call it a failing project, abandoned it, and move toward the next project, hoping that it will be different. Well, it won’t.


Your new idea did not work because you have not overcome the main obstacle yet. The main issue was not your website design, your pricing, your SEO articles, or website speed.

The main problem is you are probably facing one or more of those four situations:

  1. Stuck with the idea of if I build it, they will come, by the way, no one is coming! There is no point in adjusting your business if very few people know it in the first place. ” no traffic = no sales.”

  2. You don’t have excess cash to market your business, which is not good timing to start a business in the first place.

  3. You are in a hurry to sell your product; you forget that building trust with your customers requires time and a lot of marketing and goodwill effort.

  4. You don’t have the knowledge and execution skills to market your business, and this is why you are reading this post.

If it’s for any other reason, please make sure to leave it in the comment section of this post, I will be more than happy to know your situation and offer some suggestions.


However, in this post, I’m going to assume that you lack a clear basic understanding of how marketing and sales work together to move a stranger into a buyer.


I’m going to try my best to simplify and clarify the fundamentals, so you become aware of the big picture and be able to diagnose your business on your own, most of the time the process are quite simple and logical but somehow still unclear to most starting entrepreneurs.


For this article to work out, I would like you to separate yourself from your business and look at it from a place of a logical and rational observer, let’s bring some common sense to this, shall we?


How does a business make a sale?


In order for a brand to make a sale, it needs to offer the right product, designed toward a specific customer wants, present it visually in a desirable way, along with marketing and sales systems. 


I have talked about how to find the right product in depth in both articles, how to find the right products for your customers, and how to find a profitable niche; I have also covered in details the visual presentation aspect of your brand in how to design awesome brand visuals without being a designer article.


In this article, I will focus on how to design marketing systems that attract strangers and hopefully turn them into buying customers.


This skill set is where most business and marketing newbies struggle, hopefully by the end of this article you will understand how to take your product in your working office or garage, sell it to a customer, and make some profit. Let’s begin!


For a business to make a sale, it requires the following elements that work together to deliver a product or service to the end customer.


1. A product in demand: without a tangible product or service that benefits a customer and drives them into a specific outcome, demand can’t be generated, there is nothing to be sold, or a transaction to happen.


Before you try to market your product and services, make sure you have done your market research and found a product in a profitable niche or a service with existing customers’ demand.


2. An offer: without an offer, you only have a product, people normally shop for complete packaged deals rather than a single product, an offer takes into consideration a specific customer with a specific budget, wants, and limitation.


We design the offers to take the risk of the purchase away from the customer’s focus and make the buying decision faster. We bundle different components together to make our product look like a juicy non-brainer deal.


Examples of offers:

  1. Buy X and get Y only for $Z.

  2. Buy X get Y for free.

  3. Buy X and get Y + Free Shipping, easy returns money back guaranteed.

  4. Buy X and get Y + Bonus A and B + easy returns money back guaranteed.

We could group offers into three major categories:

  1. Introductory offers: we use brand introductory offers to market test or launch a new product, generate first sales, collect reviews and feedbacks, or offer a free trial for a future recurring subscription.

  2. Bundled offers: we use bundled offers to up-sell and cross-sell different products or services to the same customer. This will increase the cart value of the customer, cover our customer acquisition cost, and generate extra profit.

  3. Deep discounts offer: we use deep discounts offers for seasonal holidays such as Black Friday Cyber Monday, sell left inventories or collect reviews and build a social proof around our brand, deep discounts offers could be offered as a single discount offer such as 50% off or as tier discounts, the more your customer buys the more they save. Deep discount offers should not be your dominant type of offers unless it’s your core strategy. This will devalue your brand and get the customer into the habit of waiting for your next discount. Rely more on introductory offers to acquire new customers, build trust, get to sell them through bundled offers, then occasionally offer deep discounts offers. 


Different offers examples


3. A platform or distribution channel: without a platform, a marketplace, or a store, there is no place for a customer to find or get their hands on your product, you need to host your store or products on a physical or digital platform that attracts a good amount of foot or web traffic for customers looking for specific products categories similar to yours.


Each platform has certain rules, policies, and customers segment, some platforms are designed to sell direct-to-consumer DTC or B2C such as Amazon, Target, and Walmart, while others are designed to connect two businesses together B2B such as Alibaba.com

Each platform has different customers’ wants, needs, and search queries.


What people search for on Amazon differs from what people search for on eBay or Etsy, make sure before you host your store to understand the products and customer of each platform.


However, you can still build your separate store such as a pop-shop, a brick and mortar shop, or your personal website, keeping in mind that still has to be hosted on platforms such as a shopping street or a shopping mall for your physical store, and Shopify for your online store.


4. Marketing distribution channels: without a marketing distribution channel, you cannot reach and communicate with a customer, you can’t engage with them and promote your products. Some marketing distribution channels are Social media, TV, Radio, Magazines, and billboards.


The above four components have to exist and work together simultaneously in order for the sale to happen, they are equally important, you must neglect none of them, think of them as a complete system rather than separate parts.


Once you understand the above components, you can group them into three major elements called the 3A’s of marketing.


The 3A’s of marketing:


Awareness: to sell a product, you first have to make people aware of it through promotion. If not, the brand is invisible, and people can’t buy it.


Availability: once people are aware of your product, the product needs to be available to a customer through distribution channels, be it a retail store or online; if not, even if people know your product still they can’t buy it.


Affordability: your customers need to afford your product. If it’s for a person on a budget, then it needs to fit their budget if its premium still needs to fit a specific price point; if not, people still can’t buy it.

How does a business generate sales?


Now that you have a basic understanding of the major parts that every business needs to put in place to make a sale, look at your business and start noticing the missing parts.

  1. Is it an issue of a product with no to low demand?

  2. Is it the lacking of a desirable offer?

  3. Is it presented on the wrong platform?

  4. Is it lacking multi and diverse product distribution channels?

  5. Is it lacking an effective marketing distribution message and channels?

If you don’t have an answer for now don’t worry about it, I will explain more later, just keep reading.


The toughest part of designing your marketing system is not the engineering of the system itself.


Mega platforms such as Shopify, Click Funnels, Amazon, Google, and Facebook have already done an outstanding job of designing those systems and making the usability of such complicated systems much simpler for the ordinary user.


Therefore, you don’t have to worry about designing your eCommerce interface, your email marketing automation, or your payment system, or hard think your digital advertising tactics and tools, for each outcome there is a specific platform and tools that comes with tons of free tutorials and resources.


However, the most difficulty relies on how you connect those systems and platforms together and make a sale, how would you attract a stranger on Facebook, or someone searching on Google for a problem, get them into a marketing system, then drive them to make repeatable sales.


If you can do that consistently then you are golden, you can pat yourself on the back and call yourself a marketing master. If not, worry not, that’s what we are going to talk about next.


Understand where traffic comes from


Most small businesses underestimate the amount of work and planning goes behind driving traffic to their store and making a sale, most of them assume that having a store around the corner or building an online shop will do the job, they act from the mentality of

If I build it they will come” that’s delusional thinking rather than being practical.


There are billions of websites on the internet, what makes you sure that people will easily find you and purposely land on your website?


Traffic does not just come from nowhere, most brands invest hundreds of thousands if not millions of dollars into buying media and paid traffic from Google, Facebook, Yahoo, YouTube, Podcasts, TV, Billboards, Printed Magazines, and Digital portals, hoping to attract new customer and making a sale.


Posting a couple of images on Instagram and hoping for organic sales is not workable anymore, perhaps you can make few sales here and few sales there, however, with the low reach of organic posts and the massive marketing spending of competitor brands, it has become a lot tougher for small business to generate sales without taking into consideration investing in their marketing.


To better understand how sales happen, you first need to understand where most of the effective traffic comes from and by effective, I mean traffic brings buying customers, and not generic traffic from people randomly landed on your website looking to read a blog post, unless you are a blogger, that traffic generates a little to no sales value.


Although traffic includes both online and offline traffic, in this post, I will focus my explanation on online strategies, since I believe nowadays it’s a little more complicated to grasp for the starting entrepreneur. 


How to sell your products online?


There are two major ways to do business online, the first is to build your website, this means you buy your domain name and find a platform such as Shopify to host your e-commerce store, then drive traffic to this site through different marketing channels such as Facebook, Instagram, and Google.


The challenge with this approach is that nowadays paid traffic is relativity costly for most starting small businesses with no to low marketing budget, therefore this approach is not favorable unless you have established a marketing channel with a massive following such as a YouTube channel or Instagram fans page.


However, it’s favorable for businesses that want to develop their businesses into a legit brand, diversify their distribution channels, take full control of customers' relationship, and eliminate commission and transaction costs.


The second approach is to host your store on a marketplace with existing traffic and purchase intent buyers.


When people head to Amazon and search for a product, they are highly likely in a research or a purchase mode and want to buy a product that product.


Presenting your product in the search result or next to a competitor product will highly likely get you a sale compared to a random click on a Facebook ad from a person with no buying intent.


This approach works great for starting an online business with a limited marketing budget, or if you want to try your products and get used to how selling on the internet works without struggling and being frustrated with different marketing systems, then this is a good start.


However, the challenges with this approach are that the platform mostly controls the conversation with and the data of the customers.


Add to that the hefty commission and handling fees, which make it difficult to generate worthy profit if you sell low-price commodity products.


1. How to drive traffic to your marketplace online store: hosting your online store on a marketplace such as Amazon gives you the benefits of the attention of hundreds of millions of shopping customers ready to swipe their card for immediate purchase.


The platform also provide you with all the required tool to make the process simpler, this will make you focus on promoting your products, rather than struggling with the tools themselves.


However, the downside of such marketplaces is that they are overly supplied with different products similar to yours, besides being aggressively competitive in terms of different price points.


To win in this competition, think in terms of mathematics and adapt to the mindset of growth marketing rather than thinking like a traditional marketer and entrepreneur.


Amazon and different marketplaces operate for the benefit of their customers, that’s means every time the customer search for a product, the platform algorithm will suggest the best listing available for that customer which makes the customer happy, come back later, and buy more.


For the algorithm to make such a decision it relies on 3 key criteria:


1. The quality of your listing: this includes the overall quality of your product presentation and your title and product description keyword discoverability, a great listing contains: Product Images:

  1. A minimum of seven high-quality images taken from different perspectives on a light or white background.

  2. Lifestyle images of the product that show the product in use.

  3. Measurement description and diagrams, images if needed.

  4. Product videos.

Product Copy:

  1. 150 characters or longer descriptive and keywords rich title.

  2. 5 bullet points product description – keywords rich product benefits-oriented.

  3. Enhanced brand content: this section allows you to talk about your product features, your brand values, purpose, and story in visual content. 

You should fully optimize your listing for both keywords discoverability and clarity of readability. If you find it difficult to write your copy, hire a professional copywriter on Fiverr or Upwork, consider it as an investment rather than a cost.

Quest nutrition product listing | Amazon.com


Quest enhanced brand content | Amazon.com

2. Number of sales: this includes both your selling history and conversion rate, how many people have bought your product after visiting your listing, the higher the number of sales and conversion rate, the more probable the algorithm will list your product at the top of the search results or suggest it to a customer.


This is one of the most frustrating challenges that a new listing faces. With no sales, the customer cannot discover your product, no matter how good your listing is, so many people try to cheat their way around and make fake sales to be discovered and banned from the platform.


Here is a better strategy for you. Why not work with the algorithm rather than against it? Whenever you publish a new listing or want to boost the ranking of your product, follow this simple strategy.

  1. Allocate marketing budget for free giveaways.

  2. When you lunch a new product, you probably need to make as many sales as possible as fast possible, to push your listing, and generate some sales and reviews. Therefore, share deep discounts offers “up to 80% off ” coupons on deals websites such as: Latestdeals.co.uk Jumpsend.com

Jump send Amazon deep discount offers

  1. Once people claim their coupons and buy, deliver a great product and service, then request a review through the platform.

  2. Once you collect 10 reviews or more, promote and advertise your product inside the platform this will boost your product to the top of the list or suggest it to the customer.

Protein bars sponsored products search list | Amazon.com


Sponsored products suggestion | Amazon.com


3. Product Reviews: this includes the number of reviews and the overall quality of your product, now you might think you can cheat your way into buying fake reviews, do a Google search for “buy fake Amazon reviews” and you will find tons of websites that offer you such service, avoid them at any cost, taking such an action will get you banned one day or the others.


The secret to reviews is to focus on promoting your product, making sales even with taking some loss, serving well then kindly requesting a legit review through the platform.

How to request a product review | Amazon.com – Image: Jungle Scout


Keep in mind that almost all online platforms share similar processes of listing, promoting, and selling your product, therefore if you are just starting out try to learn how to sell on Amazon first, since it’s pretty advanced and convenient.


Then transfer the same knowledge and experience to different marketplaces. If this idea sounds exciting for you, I recommend watching the Jungle Scout YouTube channel; they have done a superb job of providing tons of free resources and case studies on how to start, list, promote, and sell your product on Amazon.


2. How to drive traffic to your website: when you sell your products from your eCommerce website, you enjoy the privilege of avoiding comparative competition, when customers visit your site, they only look at your products, this will isolate you from the noisy market and make you focus on presenting your brand elegantly, how awesome is that.


However, this privilege comes at a hefty price. You lose the outrageous amount of organic traffic and product discoverability that comes with massive platforms such as Amazon and eBay.


To better learn how to drive traffic to your website, Let’s look at some data of established brands and try to figure out how they generate most of their traffic, for this exercise, I would use the free version of SimilarWeb to collect data analytics, let’s look at Purple.com and Casper.com

Purple.com VS Casper.com traffic source | similarweb.com


As you can see that most web traffic comes from six distinct channels, search, direct, display, social, referrals, and mail. Let’s look at each source separately and dissect it.


1. Search: this makes most web traffic, and it’s close to 50%, the source “search” includes traffic generated from both organic and paid search “PPC” or pay per click.


If you inspect the top searched keywords, you would find branded keywords generate the most traffic, a branded keyword is a keyword that includes the brand name as a single word or as a phrase such as the brand name added before and after a product name or category, in this scenario, some branded keywords are purple, purple mattress, and purple pillow.

Purple.com top search keywords | Similarweb.com


This means that the customers searched for the brand name rather than broad keywords, this shows that the brand has invested heavily through advertising be it on social media, radio, or other marketing distribution channels, to build awareness around the brand name and its offering.


It also means that the people who search for the brand are already in research or buying mode and looking for that specific brand, rather than randomly looking for an article around sleep.


Casper.com top search keywords | Similarweb.com


Purple.com PPC advertising examples | Semrush.com


2. Direct: with up to 42% of total traffic, this makes the second-largest source of traffic.


Direct traffic shows that the customer inputted the domain name of the brand directly in their browser link bar.


This means that the visitors have the intention of researching, comparing, and buying the product.


Direct traffic results from the brand investing heavily in building brand awareness through different marketing distribution channels.


3. Display: the third-largest source of traffic is through display advertising with about 7% to 10% of total web traffic.


Display traffic shows that the customer has discovered the brand while surfing on the internet through Google partner’s network. It also shows that some customers are being re-targeted with different offers through display banners to revisit the website and make a purchase.


Purple.com display ads examples | Semrush.com


4. Referrals: this source of traffic refers to the traffic that back-link to the brand website through published media on websites such as online portals, magazines, and blogs, or through affiliate programs, it makes up to 6% of the total traffic less or more depending on the brand investment in “public relations marketing” or PR.

Casper mattress | Google news

Casper.com | Groupon deals


5. Social media: as much as small businesses depend on social media for marketing, it only makes a tiny portion of the total traffic 3% ~ 5%.

Social media channels refer to both organic and paid advertising on Facebook, Instagram, and YouTube.


Purple.com Social traffic source | Similarweb.com


However, even if the amount of traffic of this channel makes a small portion of the total traffic for a large brand, paid social media promotion will generate a large portion of the total traffic for starting businesses with a little known brand name.


Herohealth.com traffic channels | Similarweb.com


Herohealth.com social traffic source | Similarweb.com


Herohealth.com Facebook ads | Facebook ad library


To better understand how to leverage social media to generate traffic and make sales, first, you need to understand the purpose behind social media content and how you can use each post to create awareness and nurture a relationship with the customer or drive them to take a specific action.


Branding content Vs. Direct marketing content


Branding content: is content you post about your brand highlighting the lifestyle and benefits around your products and brand experience, you also position yourself as an authority by providing educational content around your industry, you post this content on your social media channels and feed.


Purple mattresses branding content | Instagram


To learn more about how to develop branding content for your business, read: How to use social media to grow your business. Where I teach you in depth about how to leverage social media to build a brand and market your business.


Direct response marketing content: is content you create to promote an offer of your product; you show-case your products along with customers’ testimonials and special offers such as% OFF or free shipping;


we post this content through the Facebook business manager, Google AdWords Manager, Radio, Billboard, TV, Magazines, and other direct marketing channels.

Purple.com Facebook ads examples | Facebook ads library


Example of Purple.com YouTube ads. 


Direct response marketing needs to be measured through data and analytics: if you spend $1, you need to know the return on that $1 in terms of brand reach, numbers of gained customers, revenue, and net profit. Key data metrics to track and measure:


Cost per customer acquisition: How much does it cost to make a sale?

Customer average cart value: How much does the average customer spend during one buying season? Including up-selling and cross-selling.


Customer average lifetime value: How much does the average customer spend over a lifetime? Assuming you have a subscription-based product.


Most profitable channel: Which marketing channel brings the most profitable customers?


These numbers could be easily measured by using data analytics and tracking tools, such as Facebook ads dashboard and Google analytics.


Try to keep things simple, visually readable, and organized, you don’t have to go crazy with understanding every aspect of data analytics; we are not trying to become data scientists, don’t also fear it if you are weak at math. Right now there are many tools that convert data to visual elements easy to understand.


Remember that the whole point of data tracking analytics for small businesses is to learn how much money are you making, which offers and channels are the most profitable, so you can double down your effort on the winners and avoid the losers, that’s it!

Facebook ads course: Facebook analytics tutorial | Oberlo

6. Email: this shows the amount of traffic of the people who clicked on a link in an email message linked to an offer on your site.


Most brands’ email marketing makes on average up to 3% of the total traffic, however, in some scenarios they might reach up to 10% depending on the strength of the relationship between the brand and the customer, and the seasonality of the product.


Brands that consistently release new products or discounts such as fashion nova tend to have a higher click rate than brands that only send regular newsletters and seasonal promotions. 


Building an email list for a small business is a time-consuming and costly process, it takes an extended period and money to drive traffic to your website, make strangers join your mailing list then sell to them, therefore for most small e-commerce stores, email marketing is considered as a small portion of the marketing system but isn’t the primary source of traffic and revenue, especially if the business is just starting out.



Casper.com email example | Reallygoodemails.com


key takeaways:


– If you are staring with a low-budget, list your products on a marketplace, rather than having your website, leverage the traffic, marketing systems, advertising tools, and the credibility of the marketplace brand to kick start your business.


– Focus on driving targeted and purchase intent traffic rather than generic traffic.


– Think of your traffic as a system of diversified sources and channels that work together rather than separate parts.


– Leverage free educational content such as the Facebook academy, Google AdWords academy, Shopify academy, Semrush academy, Jungle Scout YouTube channel, and Oberlo YouTube channel to learn about the latest techniques of how to promote your product and services. 


Product sales page


Now that you understand where traffic comes from, you should learn where you should direct it. Most starting marketers make the mistake of sending the traffic to the homepage of their website. What a waste of money and traffic.


Think about a customer who just saw your Facebook ad or clicked on your Google search result promoted link. The last thing you want them to do is to wander around your site, get frustrated, then leave.


Before you run any ads make sure you have an offer page which also known as a landing page or a product sales page well designed and in place, the job of the landing page to sell your product and drive your traffic to take a specific action such as booking an appointment, registering for a webinar or buying a product.


Landing page elements:


An effective landing page includes the following elements:

  1. Clear presentation of the product images.

  2. Clear and descriptive title.

  3. Clear and well-written product features and benefits copy.

  4. Clear presentation of the product price, besides any extra shipping fees and payment methods.

  5. A clear description of the exchange and return policy.

  6. A clear description of the product risk-free policy.

  7. A clear call to action.

  8. Clear and well-written Q&A section.

  9. Clear phone, email, and live chat support.

 Your landing page should make the customer clear about:

  1. What is that I’m buying?

  2. How does it work?

  3. What are the benefits? And What can I do with it?

  4. How does it differ from other solutions?

  5. How did it work for others? And what if it does not work for me?

  6. What is your complete offer?

  7. How will you make it possible for me to buy it?

– Examples of sales pages to study:

  1. Purple

  2. The 5th

  3. Sand Cloud

  4. Puravida

  5. GymShark

  6. Levis

  7. AllBirds

The Ads


Now that you have a basic idea about how to generate traffic and you know the principles of designing your sales page, I will teach you the fastest way for small businesses to connect those two ends together and generate sales, then later on I will explain to you the details and logic of complete marketing systems and funnels.


As we mentioned before that hosting your site outside a marketplace has its biggest challenge, which is driving traffic, and the fastest way for a small business to generate that traffic is through paid Facebook and Instagram ads and or Google PPC and YouTube ads.

To make things simpler, let’s break down the process of social media advertising into two steps: 1. Targeting:

Facebook and Google ads work hand in hand with businesses to accomplish specific revenue goals, some of the most critical goals for a small business are:

  1. Brand engagement: engage new and loyal customers with your marketing content and drive a conversation around a specific product.

  2. Lead generation: target people interested in your services and drive them into an online form.

  3. Conversions: target online shoppers interested in a product similar to yours and drive them to take a specific action on your website, such as buying a product.

  4. Store traffic: target people around your geographical area interested in visiting your store with special offers, such as take away or store happy hours offers.


Facebook marketing campaign objectives | Facebook ads manager


Facebook and Google are data-driven platforms, therefore, they target people according to specific data points and attributes the user fills in their profile, such as personal demographical information, interests, and hobbies, or target people’ geo-location, or find a segment of customers with previous behavioral records, such as online shopping.

Facebook ad demographics targeting

Facebook ad interest targeting


Google targeting works similar to Facebook with displaying Ads and YouTube since it attracts people with specific interests and topics, Google also allows you to target different YouTube channels and videos with specific topics and interests.

Google ads targeting

Both platforms make it easy and possible to target new customers according to the demographics, interests, behavioral, and Geo-location data besides keywords targeting for both Google and YouTube.


Both platforms also allow you to re-target and re-market your offers to a specific group of people and drive them back to your sales page.

Things to consider with targeting:

  1. Make sure when you set up Google or YouTube targeting to include your brand and your competitors ‘ brands names in the keywords and YouTube channels targeting section.

  2. When you target on Facebook and Instagram, have different ads campaigns and ad sets with different group audiences including: 1. Broad targeting ad set: in this group of audiences you target a large group of audiences with a set of broad interests such as fitness, running, basketball, and swimming, create 1 Adset per interest, this will make it easier for you later to analyze what interest does not worth your money and what to budget and scale. 2. Specific categories of ad set: for each ad set you manage to group small sets of your customers’ interest categories into a separate ad set, for example, influencers ad set, magazines ad set, celebrities ad set, and brands ad set. This could easily be achieved by first identifying the top list of a specific category on Google, such as top basketball magazines, Google will identify the top basketball magazines then provide you with a list of magazines you can input in the interest targeting section of Facebook targeting, make sure to group them all into one magazines’ ad set. Note: you might not be able to find the entire list on Facebook, however, make sure to include all the ones you find.

Top Basketball magazines | Google search


Facebook interest targeting by category ad set | Facebook ad manager

3. Re-targeting campaign: create a separate campaign or ad set and target the people who visited your product page, products category, or purchased from your store, then re-target them with different content and offers.


Setup re-targeting ads on Facebook in 4 minutes | Travis Marziani


Notes to consider:

  1. Start with 8 to 10 separate Adsets and a budget of $10 to $15 /per Adset/per day.

  2. Once you run your Facebook or Google ads leave them running for at least three days without any extra configuration or optimization, this will allow the algorithm to collect data and learn more about your audience, don’t fall into the mistake of adjusting or turning off ads way too quickly.

  3. Always start from a small budget, as low as $10 a day per or as high as $50 a day per campaign however the larger your audience is, the more data you need to collect, and the shorter timeframe of collecting that data the more you need to spend. However, this does not mean that you have to blow your marketing budget, without making sure what works and what does not.

  4. Always rely on analytics to make a quantitative decision around which ad sets perform the best and need to boost and which to turn off.

  5. If you run on a low-budget, don’t advertise on social media, it takes an investment of both skills, money, and time to collect the right amount of data and start generating profitable sales, instead switch to hosting and promoting your product on a marketplace such as Amazon.

2. Advertising creatives:

The job of the ad creative is to stop, attract and motivate a stranger to click on the ad, its primary job is to sell the click on the offer rather than to sell the product itself, that’s the job of the landing page, each ad creative includes 4 main sections.

  1. A clear product benefits copy.

  2. A clear image or video demonstration of the product.

  3. A bold and irresistible offer as a motivator.

  4. A clear call to action, such as subscribe now or buy now.

Keep in mind that the content you display on your ad should mirror the same message on your landing page, if your ad copy says 40% OFF, then your landing page should mirror the same offer, that’s why people clicked on your ad in the first place.



Facebook ad creative example | Freeletics.com


Facebook makes it possible for small business to display their products and services in different formats be it text, images, or videos.


Facebook ad creatives examples


However, One of the most successful formats is to write a simple copy of the three to five most important benefits of your product, along with a simple demonstrative video or an image of your product, then follow it with a direct call to action.


Barner.com Facebook ads | Facebook ad library


Another offer that works great is to offer your product at a discounted price, then up-sell and cross-sell to different products and services later on in your sales funnel to increase the cart value, recover your marketing cost and make more profit.



Casper mattresses Facebook ads | Facebook ad library


Please take the time to watch the following video as I explain the basic steps of how to leverage Facebook ads to generate traffic, drive business to your store, and make sales.


How to target customers and sell to them.