How we helped eCommerce startups to get profitable with FB Ads and scaled globally.

1. Ming School
Hacking
for E-Commerce
Dominate Facebook Ads for Your E-Commerce Business

2. Hacking
for E-Commerce
Dominate Facebook Ads for Your E-Commerce Business
We are Gerald and Travis from BrewingHot , a digital agency and one of the
top agencies on Upwork. We worked with large brands such as Toshiba,
Seagate, Loreal, Fujitsu, and Olympus for their digital marketing campaigns
in the past, in an agency where we used to work.
We started BrewingHot to consult small and medium businesses from
around the world on their digital marketing campaigns. It’s something we
are super passionate about! Digital marketing and helping other businesses
is basically what we love to do!
We realized that some of our biggest clients and long term clients are on
ecommerce,and we helped them take their businesses up a notch to the
next level. We see that it isvery time consuming for ecommerce owners to
run their own campaigns, and it is costlyfor them. We want to help
ecommerce owners save time and money by using methods we have refined
on other ecommerce sites through the years.
Intro

3. GERALD MING
Founder / Digital Strategist
Gerald started his entrepreneurial journey by bootstrapping his own online venture
-
sion is in digital marketing and developed the habit of creating startups, he joined
Photobook Worldwide as Digital Marketing consultant and was promoted to team
lead within a year.
Before founding BrewingHot in 2014, Gerald was consulting a few global compa-
nies such as SmileGate, Olympus and StreetSmart Marketing (Aussie #1 Business
Coach).
Gerald is very passionate in building his digital team and believe that the younger
generation workforce are digitally talented people and shouldn’t be stuck with 9-5
-
egizing campaigns , Gerald loves to meet up with entrepreneurs and enjoy a good
HIGHLIGHTS
MALAYSIA
Started to learn how to build websites & doing SEO on his own as hobby. Dropped
and can’t answer his HTML related questions.Started doing SEO for companies
services.
Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers
and prints.
Sold TheConceptWall to Photobook Worldwide, and joins Photobook Worldwide
as their Digital Marketing consultant.
Started a new business division under Photobook Worldwide, called PhotoCru.
com and launched CanvasSt.com in APAC
Became a Digital Marketing consultant in Singapore’s top digital ad agency.
Founded BrewingHot with Travis.
2007
2008
2009
2010
2011
2013
2014
TRAVIS LIM
Co-Founder / Head Of Operations
Travis started creating websites as a hobby during college around 2006.
campaigns & websites to achieve ROI for himself.
He is very keen to help companies to achieve tanglible ROI results for their
digital campaigns. He thinks of conversions as part of a holistic marketing
plan. When not optimizing campaigns, he is traveling or restaurant
hopping.
HIGHLIGHTS
MALAYSIA
Bootstrapped TheConceptWall.com, leading ecommerce store for wall stickers
and prints.
Completed Degree in Marketing in UK, backpacked in Europe. Returned to
Malaysia. Joined a Finance company.
Set up own Finance company.
Sold stake in company to pursue his real passion, Digital Marketing.
Beat 400 applicants and joined a top Singaporean Digital Ad Agency. Was 1 of 2
Consultant. Was the only Operations person for a whole year, running many
campaigns.
to surpervise them. Part of managerial role was liasing directly with Google
Msia etc.
Teamed up with Gerald to take BrewingHot to the next level.
2006
2008
2009
2010
2010
2011
2012
2014

4. In this ebook, you will find many case studies of our past campaigns, and what we
did tohelp them dominate Facebook ads for their ecommerce business.
Case Study 1 - Japanese ecommerce
Background
Denimio.com sells premium Japanese denim to markets worldwide. The
founderworked very closely with us and we created a very lean campaign
structure whereby we helped them revamped their CPA ad campaign. The new
campaign we ran for them helped reduced their CPA from $20 to an average of
$5 . This effort greatly increased their profit margin per online sale. The overall
sales for that season increased by 300%.
1.

5. It is a lot cheaper to reach out to your own Facebook fans with ads than to get a
new fan.
We realized that Denimio already has a decent number of followers on
Facebook.What we did was creating a very simple contest that highlighted a
Free Momotaro branded Denim giveaway every week. All they had to do was to
tell us why Momotaro jeans is the brand of their choice, and Like Denimio
Facebook page.
We used Shortstack.com to run the contest, which is very easy to use for
Facebook contests and we highly recommend it. Do not make complicated
competitions.Keep it as easy as possible to ensure the maximum amount of
participants. More steps lead to more drop outs.
Problem
The client wanted to expand to other countries, especially in Asian countries.
The CPA was getting higher and higher.
Approach
Get more brand awareness in Asian countries
To reduce the CPA and also to expand into new territories, we knew we had to:
Utilize Retargeting
Build Fan Page with new Asian fans to retarget to.
2.

6. We did a simple promo post to a page on our blog that details the steps of the
contest. The targeting was the denim lovers and to ‘Friends of Fans’. The key
wastargeting Friends of Fans as they already have a decent following, and we
found out that Japanese Denim lovers hang out with peers who are most likely
also fans of premium denims.
The Click Through Rate for the promo post was about 25.8%.
25.8%
CLICK TROUGH
RATE
Inventory: Newsfeed on
desktop & mobile
We had $0.01 cent clicks for the
promo post click and average $5.2 for
each contest participant.
3.

7. Alongside the contest, we also ran ads to ‘Fans only’, informing them of new
restocks of Denimio’s inventory. This worked really well.
About 100 entries to the contest within the
first week
4.

8. Summary of Denimio campaign
Targeting your own fans is one of the cheapest methods to lower your cost
and reach out to a more targeted audience. Be sure to keep building your FB
fan page on a constant basis.
The use of ‘Friends of Fan Page fans’ worked really well and it managed to
expand the fan base even more.
5.

9. Case Study 2 - Mahabis
Background
mahabis designed slippers for the 21st century and sell online with over 1M+
traffic all over the world.
6.

10. This chart shows our performance on Mahabis, as compared to the client’s
other agencies from the UK & US. We had the lowest CPA.
Challenges
To penetrate the Asian market and derive revenues. The Asian market is
targeting considerably smaller countries eg. HK, S.Korea, JP, SG, Aus, NZ etc. as
compared to their existing major market - UK & US.
Our Solution
We did a careful analysis on their ongoing campaigns and came out with better
identifications. With mahabis’s huge customer database and traffic, we created
avery lean campaign structure (using different approaches from their on-going
campaigns) to reach out for asian audiences/market.
Results
Beat out other agencies in terms of CPA and achieved up to 900
conversions/purchases at CPA lower than £45 in 50 days.
7.

11. Reducing the CPA
The foundation of how this campaign improved lies in the structure of the ads
which we came up with and used for all our campaigns. We will explain the
structure in detail in the next few chapters. Besides that these are the key
factors for lowering mahabis’ CPA.
Create new targets (similar to converting ad sets)
Insert manual bidding that is relatively higher than the market value/range
given by Facebook
Accelerate the ad delivery
Duplication of campaigns/ad sets that are converting
I.e. we duplicated campaigns that are converting (same ad sets/targeting)
The duplication can be at campaign level or ad set level
The duplication/version 2 and 3 will consist of ad sets (only) that are
converting in original
campaign/version.
However, budget in version 2 & 3 will be at minimal (test run, adding
slowly when
converting)
8.
Focusing on Lookalikes

12. Peloha sells essentials oils and related products online across the world.
Objective Expand and optimize current audiences/spending.
Brand awareness, preference &and loyalty - a number of existing mlm compa-
nies
Case Study 3 - Peloha Essentials
Challenges
9.

13. We did a careful analysis on their ongoing campaigns and come out with better
identifications. With Peloha customer database and traffic, we created a very
lean campaign structure (using different approaches from their on-going
campaigns) to reach out for the audiences.
Created our own Facebook Ad structure that helps keep CPA low and ROI always
in the picture. Achieved over 500 conversions/purchases each week. The
conversion rate is encouraging as well.
Facebook is one of the best and cost effective advertising platform in the world.
It can reach a targeted audience and even do remarketing to take the targeting
to the next level.
Anyone of you using FB for some time would know it’s a love-hate relationship.
You can do well a week, and the next week, costs increase, CPA , clicks change,
algorithm change.
Facebook is changing quickly and the policies and algorithm are also always
changing. One of the biggest issues our clients and business associates face is
the sudden rising cost of CPA, Reach and delivery issues and approval issues.
What worked weeks ago may not work again this week.
BrewingHot’s Solution
Results
Facebook: The Love & Hate Relationship
10.

14. We heard our clients and associate lament over all the changes and we as an
agency has faced the situation many times and adapting to Facebook’s changes.
Because we can’t ask Facebook to stop changing, what we can do is to actually
implement the best practices that makes our campaign structure solid, easy to
monitor, easy to optimize and flexible enough to maneuver when CPAs are
increasing. For all this to happen, the ad structure must also be clean and well
organized.
Tracking is highly important. A good structure will make tracking a lot easier. You
will easily know which ad is performing, and the revenue from each specific ad.
The Structure is Your Foundation - The Winning Structure
Quickly identify which country, placement, age, interest, audience are giving
you the lowest CPA.
The biggest issue when we take over a campaign from a client is….the
campaign structure is confusing and it is hard to isolate and identify the
targeting that is giving the best CPA.
What is a winning ad structure? A winning ad structure allows you to:
This is the ad structure template that we use for our ad sheet:
Able to make changes to stop high CPA ad sets, and able to quickly create
new ad sets.
11.
https://docs.google.com/spreadsheets/d/1g3XA5bzGlaprJ0mQfT5SiVkvF3ZZmSWxu6U4tVXtU_o/edit?
usp=sharing

15. A) Organize Campaigns by Placement (and countries)
This is the ad structure template that we use for our ad sheet:
Our structure, on the top level begins with the campaign organized by
placement and country. The image above shows the ad structure template for
Mobile News Feed.
Why organize in this manner?
It makes it a lot easier to pause the expensive placements and countries and
refocus the budget to the ad sets that are performing.
12.

16. B) Organize Ad Sets by Specific Interests & Targeting
C) Run a maximum of 3 ads at any one time
Why organize in this manner?
This enables you to pause the non-performing interest and targeting very
quickly and allows you to create new targeting quickly.
Don’t run too many ads at one. Run a minimum of 2 and a maximum of 3 at any
one time. Pause the one that is not performing and keep creating new ones to
beat the 2 that are running.
After the campaigns, is the ad sets. Each of the campaigns should have exactly
the same number and types of ad sets. Each ad set has it’s specific Interest and
Targeting. Closely group similar interests into one ad set.
13.

17. Step By Step
Pixels to Measure Conversion
Before going into the the ad structure. You need to setup your Facebook pixels
first. What are Facebook Pixels? They are codes that are pasted on certain pages of
your website that determines an action that you want to track.
For example, for any e-commerce, you must have a conversion pixel pasted on the
‘Thank You’ page, after a checkout is completed. This can measure who actually
made a purchase after clicking on your Facebook ad.
Conversion Pixel - The pixel that determine an action, usually a Purchase.
There are 2 main pixels we use for e-commerce:
All Facebook pixels should be pasted on the <head></head> section of your
website.
To create a pixel go to the Tools > Pixels section.
Page View Pixel - To retarget people who visit your website.
14.

18. Go one to click “Create Pixel’ if you do not see any pixel that was already created.
Name your pixel and it will appear on the main Facebook Pixel dashboard. Now
click on your Pixel , in this example it is ‘Default Pixel’.
15.

19. This is the ‘View Content’ or retargeting pixel you should use to paste on every page
of your website. This is your base code.
Creating a ‘Purchase’ action / event to be tracked.
To create a Purchase or Conversion pixel, just the same code, but add this 1 line to
the code. This modified based code should be pasted on your Thank You page,
which is right after a successful checkout.
Now go to View Pixel Code.
16.

20. There are other Events you can add:
For more on the Facebook pixels, do read:
17.
https://www.facebook.com/business/help/952192354843755

21. There are 2 main ways to use Custom Audiences, first is by uploading email lists of
your leads. This could be emails of people who converted or emails of opt-in leads.
If you select the ‘Customer List’ , the next window will ask you to paste your email
into the box. Click ‘Copy & Paste Your Customer List’ and paste your emails there.
Creating Custom Audiences
Go to ‘Tools’ and select ‘Audiences’, followed by ‘Create Audiences’.
18.

22. Facebook will take a few minutes, or up to half an hour depending on the size of
the list, to match those emails with their Facebook accounts. Make sure to name
your list something that you understand.
Once you click that, select an original Custom Audience which you want it to be
used to create lookalike.
Once the list is ready, Facebook will show a green light and the size of the target
audience (that also have a FB account). This list is now selectable in your Ad Set
targeting section.
To create lookalikes, it’s a very simple process. The first step is to create a normal
Custom Audience as you have done. But now you select ‘Lookalike’.
19.
Sample naming conventions for Lists.

23. For most ROI based campaigns, you’d want to select ‘Increase Conversions’ as the
objective. Let’s go with this one for your e-commerce.
The next window has a slider, and this slider means how close you want the
lookalike audience criteria to be to the original Custom Audience. Typically 1%
works the best for e-commerce as it is the closest match to the original custom
audience. Select the 1% and that’s it, you have created a lookalike audience! Wait
for a few minutes and it will be selectable from the Ad Set level.
Ad Structure Creation
Once you have created your ad account and entered your billing details, go ahead
and go back to the Ad Manager dashboard and click ‘Create Campaign’
Start with the name of the campaign and let’s make a ‘Mobile Newsfeed’ campaign
first.
20.

24. The next section, is where you select your Custom Audiences, location and other
demographic elements.
21.
The next section (same window) is where you can layer or narrow your Audience
with other Interests.

25. In the placement section, select just 1 placement first. For this tutorial, just select
the ‘Mobile News Feed’.
After selecting that, click to the next step, which is the ad creation stage.
22.

26. 23.
For Facebook Mobile News Feed , Desktop News Feed and Right Hand Side, the size
1200x628 pixels works great. Facebook automatically resizes them to fit those three
placements.
There is a Facebook ad image rule that you need to adhere to. Text can only occupy
20% of the ad image. Use this tool to check before uploading your ad image into
Facebook - http://www.social-contests.com/check-image/

27. 24.
This is where you input your ad Text , Headline and News Feed Link Description.
There is a character limit for every section.

28. Once you are done, click ‘Place Order’, and then ‘Continue’.
There you go, you have created your first campaign!
So you have created the Mobile Newsfeed campaign just now. What’s next is to
duplicate the Mobile Newsfeed campaign into campaigns for other placements.
25.

29. To do this, tick the box next to the first campaign you’ve made and then click
‘Create Similar Campaign’. Just accept and create the new campaign , rename it
first to (Desktop) and keep the new campaign paused.
Go to the new Desktop campaign and then tick the box to select all of the ad set.
Click on ‘Edit’ after selecting all the ad sets.
26.

30. Once you click ‘Edit’ you will see the following window.
The ad image and ad can remain unchanged! Repeat the same duplication for Right
Hand Side, and you are done for your first campaign with awesome structure!
Previously Mobile Newsfeed was selected. Now since you are creating this new
duplicate campaign for Desktop News Feed, uncheck Mobile and then select
Desktop News Feed. This way you have easily replicated the Mobile campaign into a
Desktop Newsfeed campaign.
27.

31. The results above speaks for itself. The Australasia Australia (RHS) campaign was
duplicated , and it was running concurrently. It did not increase the CPA of the
original campaign, while the duplicated campaign got an even lower CPA than the
original! Convention wisdom tells us that the campaigns might compete against
each other while driving the costs up, but the reality is, it doesn’t do that.
Optimization Hacks:
Duplicating Campaigns Hack
Warning! This technique goes against all conventional optimization techniques and
theory. Bottomline….it works most of the time!
The campaign structure makes it very easy to quickly duplicate campaigns. We
realized that many times, Facebook actually have problem propagating ads when
the reach size is medium to large, this is a good technique that works a lot of the
time
This technique is simple, just duplicate the campaigns that are working. And don’t
worry about overlapping targeting and all those things, Facebook won’t warn you
about it..
28.

32. So how do we duplicate it?
When you have a campaign that is doing well, and it has a Reach of above 10,000,
go back to the campaign level of the campaign, and duplicate the entire campaign
in Ad Manager or Power Editor. Name that new campaign Version 2
Don’t duplicate too many campaigns at once. Start with 1 or 2 and monitor the next
day. Sometimes we duplicate up to Version 10. We continually monitor and some of
the versions might have higher CPA than the others. What you do is pause the one
with higher CPA, and duplicate the versions that has lower CPA. The process is to
keep duplicating whichever campaign that doing well and then monitor.
Sometimes Version 2 or 3 might not work, but Version 4 might be the best, so
duplicate version 4 into version 5 as well to continually test. Yes, you can keep them
running concurrently as long as the CPA is within your limits. Pause the campaigns
that have CPA that is higher than your KPI..
29.
While you should always begin a conversion campaign with Optimize for
Conversions, if you find your campaign stagnant, experiment with other
Optimization such as Link Clicks to Website, Impressions or Daily Unique Reach.
Don’t Always Use Optimize for Conversions

33. We have some very good conversion campaigns running on ‘Impressions’. Even
then do make sure your conversion pixel is active and able to track conversions.
30.
Right Hand Side ads seems to work great for fashion and end consumer products
from our e-commerce tests. Use a large image, something like a hero image of your
product that is unique.
This shoe is the best performing as compared to other images. One key takeaway is
the unique colors of the shoe and the product looks very clear and large here.
The RHS ads stay on the right side of the browser even when the viewer is scrolling
down the timeline and having a large image of the product is important.
Also put some of your products that has the most outstanding features or colors as
the ad image as well.

34. 31.
Rather than having normal ad for retargeting, do one that has a very easy to
remember/type Promo code, just like this one.
Retargeting Tip: Discounts to Bring’em back!
We have used Picreel.com Exit Intent tool to convert up to 30% of traffic that was
about to exit the website.
How Exit Intent tools works is that, it shows a pop-up just when the user is about to
close the tab or exit the page. The software detects the mouse movement and
location and shows them a pop-up before they click to exit or navigate away from
your website.
Convert up to 30% of Lost Traffic - Exit Intent Hack

35. 32.
Here’s the tip for e-commerce, in the pop-up show them a Discount to get them to
make a purchase right now. Similar to the ‘FB10’ Discount code, do another simple
code with discount just for the exit intent. Create an urgency for the call to action,
get them to make the purchase now.
There are 2 ways to do this. One is to straight away giveaway the code on the
pop-up itself so the viewer will use the code immediately and make a purchase.
This is more direct and won’t lose the flow of a possible buyer.
The second method, is the get them to key in their email address to have the
discount code sent to their email. This adds an extra step, but the bonus is, you can
capture their email for retargeting and also to nurture the lead with email and so on.
Picreel is very easy to use, it only requires you to paste a single line of code onto
your website. Picreel’s dashboard contains analytical tools, and A/B testing tools.
This is a no brainer investment that can reap in results almost immediately after
activating it, as tested by some of our e-commerce campaigns.
Picreel sample

36. 33.
http://www.jonloomer.com/2014/01/28/website-custom-audiences-facebook/
Base on the past experiences working with e-commerces, custom audiences are the
best and most powerful way to have lower CPA and to maintain it consistently low.
While it is important for any FB ad campaign and Adwords, it is exceptionally more
important with E-Commerce.
Custom Audiences - List , List and Lists
It’s one more way to reach an incredibly relevant audience. You can target fans
organically. You can target your email list or other offline customers through
Custom Audiences. And now you can reach people who may not be either an offline
customer or a Facebook fan, but who visited your website.
Another very cool benefit is that you can isolate specific visitors within these
Website Custom Audiences. So you can focus only on those who visited a specific
page or section of your site, or those who visited pages that included a particular
keyword in the URL.
According to Jon Loomer:

37. 34.
The most important thing for targeting in e-commerce is the audience lists that you
have. Whether it is your customer list or remarketing audience size, this is your key
factor in getting quality leads and reducing CPA. If you want a sustainable and long
term stable CPA, build your lists as much as possible.
It doesn’t matter what methods you take to get the lists, the more important thing
is the Lifetime Customer Value. Our major e-commerce clients are willing to make
less or break even on a sale, to bring in more customer information to achieve the
Lifetime Customer Value.
For Peloha, they offered a free necklace for anyone. Peloha then ships the necklace
to the person who signs up for it, all they have to pay is for shipping. This gives
Peloha a database of the person's email, phone number and shipping address to
send out marketing materials in the future. It also qualifies them as a potential
customer as these people are willing to pay for shipping.
For Mahabis, they spend heavily on ads while making less profits because they are
more concerned with the Lifetime Value of the customer.
Definition of Lifetime Customer Value
See our ad sets. We depend greatly on Lists everytime we can. If we don’t have the
audience list, we run campaigns to build lists. Campaigns such as contest and promos.
In marketing, customer lifetime value (CLV) (or often CLTV), lifetime customer
value (LCV), or life-time value (LTV) is a prediction of the net profit attributed to the
entire future relationship with a customer .
Customer lifetime value - Wikipedia, the free encyclopedia

38. Keep in mind of the Lifetime Value of your customers. Giving out freebies (as long
as they pay for shipping) and promotions and making less (or breaking even) is an
effective way to build your list while at the same time, it qualifies someone who is
willing to fork out money for your product.
Another absolute important thing is to utilize Retargeting as soon as you can. For
every ad campaign, you must have several pixels in place. Here is an example:
This helps us in 2 main ways. First is we can retarget those that Add to Cart or
Initiated Checkout but doesn’t purchase. We can show them special offers to get them
back to the funnel.
Landing Page - A normal Page View pixel
If you see the above, we have Facebook pixels on:
Add to Cart page - A pixel conversion for those that views their add to cart page.
Initiate Checkout - A pixel for those that proceed to the payment page (but
not yet paid)
Purchase (thank you page) - Those that has successfully purchased theproduct.
35.
http://pearanalytics.com/blog/2009/importance-of-lifetime-value-in-marketing/
Lifetime Value (LTV) = Total Customer Revenue – Total Customer Costs
Example: let’s assume that a customer generates $1,000 in LTV, or net contribution
margin, during their lifetime. Knowing this, you wouldn’t spend $1,000 to acquire a
new customer, right? Of course not. You should earmark about 10%, or $100
towards acquisition cost.
Custom Audiences - Retargeting / Remarketing

39. This example shows some of the Audience that we created, revolving around cart
abandonment.
Secondly, it helps you figure out your cart abandonment rate and figure out how to
improve your conversion rate. While you can also see this in Google Analytics, we
prefer to have at least 2 platforms tracking the website so we can make a more
informed decision.
Other retargeting to make use off is all your website visitors but to break it down
into days.
Do use the ‘Exclude’ Audience function to prevent targeting overlap if you want to.
From this visitors audience, you can create lookalikes and then layer it with specific
interests as well.
36.

40. It is still best to narrow Lookalikes with Interests or Demographic related targeting
as Lookalikes are still quite broad.
Looking at the 1 Yen Cost Per Post Engagement, this is the reason why you should
be building your own Facebook Page with highly engaged fans.
37.
Building a Solid Fan Base and Why it is Important

41. If you haven’t realized already, CPC and CPM are on an increasing trend, while
Facebook organic reach is dropping.
38.
http://cdn1.dazeinfo.com/wp-content/uploads/2015/07/facebook-advertisement-cost-Q1-2015-
e1437479833235.png
The bottom line is the continue to post great content on Facebook and continually
run Page Like campaigns to a very targeted audience.
Run Page Like ads for Lookalike list, Friend of Fans and also Retargeting Audiences.
https://d28wbuch0jlv7v.cloudfront.net/images/infografik/normal/chartoftheday_20
21_Organic_reach_of_brands'_Facebook_posts_n.jpg

42. Running native ad campaigns
Boosting content and Retargeting the people who read that post.
39.
Content marketing is rarely mentioned when it comes to running an ROI and CPA
based campaign. Not surprising as many are quite unsure of how to content can
link to ROI in the shorter term.
Facebook is a great platform to propagate content to a wide and targeted audience,
and with the advent of Retargeting, this brings a more quantifiable approach to
content marketing.
2 of the best ways to get measurable results for your content marketing on
Facebook and to lower your CPA is:
Content Marketing & Organic Growth
These are some of the content we created for Denimio

43. 40.
To create effective content, it begins with the persona of your target audience. A
Persona is very useful for coming up with ad targeting as well as for content
marketing. Here is an example of a persona we created for Denimio.
From this persona, we created our ad structure and it also gives us ideas to create
headlines for our content.

44. 41.
For example, we wanted to gain awareness for people who are keen on Japanese
Denim, so we created an article called Japanes Denim vs American Denim.
This is the visual of the boosted post.It will be targeted to people who likes
Japanese Denim.

45. 42.
We got a huge amount of likes and shares for the content, and it ranked well for
SEO as well. Here are the results of the content marketing efforts.
We also ran other content marketing campaigns for other non-ecommerce clients
and they worked great as well, provided proper research was done for the content
title and subject. Below is the content marketing that we had done for a large Qatar
directory and product listing site, Qatarliving.com. Take a look at some of the
engagement there.
Huge jump in organic visits for SEO (Moz)

46. 43.
Shares
180
180 shares for this content
Shares
148
148 shares on Facebook, totally organic.

47. Many e-commerce websites focus only on direct response ads, but based on our
experience it pays to invest in content for the long term. Always set aside some
budget for your content marketing efforts, it will pay off and help you stand out
from your competition as you can craft your own brand story.
For more examples of how to utilize content in Facebook advertising do check out
the Native Advertising section below.
Create at least 3 personas to start with. Start with the name. Write down, what each
person’s age is, and what they like to do.
44.
Steps to Creating Killer Content Topics
To create the right topic that is engaging for your target audience, the very first step
is to know how is your audience. Drill down specific to who they are , and what they
do, their demographics and so on. The best way to start is to create a market
persona of your target audience.
There are many types of persona charts, but the most common starts with a name
and a classification based on their job title or their interest.

48. Name
A basic marketing persona contains:
Age , Job , Location
Activity / Hobbies and Interests
Wants
Goals / Obstacles/ Challenges
You can even include keywords as well to make it easier to think of content
titles.
45.
http://www.linkedmediagroup.com/create-brand-persona/

49. If you look at the denim marketing persona above, you can see that there are 3
main groups of persona I want to target. The first one are Denim enthusiasts but
not familiar with Japanese Denim, the last one is Japanese Denim Enthusiasts.
The content topics and ad targeting will be very different. For those who are
unfamiliar with Japanese Denim, I will focus the ads and content on American and
European denim brands in the content and ad targeting while subtly promoting and
educating them about Japanese denim in the content.
For Japanese denim enthusiasts, I will directly write about the Japanese denim
brands, while targeting and boosting the article to Japanese denim brand interests.
After that I can break it down to 2 sets of content, for example:
After you’ve rounded up the topic you want to write about, you need to improve on
the headlines and ensure that the visuals are of good quality.
46.
American vs Japanese Denim: What is the Difference?
Are Japanese Denim Better than American?
7 Ways to Cuff Your Denim
The Legend of Momotaro Jeans
An In depth look at Japan Blue denim
10 Shoes to go with your Japanese Denim
Set 1 - American Denim and Educating of Japanese Denim :
Set 2 - For Japanese Denim Enthusiasts:

50. If you are struggling in providing catchy headlines ,do check out Hubspot’s Blog
Topic Generator, it is useful for times when you can’t think of anything.
47.
http://www.hubspot.com/blog-topic-generator

51. 48.
Native ads are ads that blen in with content almost seamlessly.
http://www.sharethrough.com/nativeadvertising/
Native Ads & How to Use It
What is native advertising? If you didn’t know, here is a good illustration:

52. 49.
http://www.sharethrough.com/nativeadvertising/
https://blog.kissmetrics.com/native-advertising/
Which piece of the BuzzFeed homepage contains native advertising? The answer is
the entire page is littered with Native Advertising! This is a more extreme example.

53. 50.
Remember that we did blog content for Denimio? Just like for our other ecommerce
clients, we get them to insert a new Retargeting pixel on that particular content.
You can put both FB retargeting and Adwords remarketing pixel into the article.
First, boost the post on Facebook for your content for a couple of days, or a day, it
depends on how fast you can build the Retargeting audience. Make sure that at the
end of the article, there is a call to action, whether to claim your promotion or to
purchase a particular product.
Second, once the Audience is ready, just retarget it and lead them to a landing page
for the offer or e-commerce. For Denimio, we normally write about a particular
brand of denim, so we can retarget them to a particular brand of denim.
So how did we use native advertising for our clients?

54. People who have interests in Japanese denim and Momotaro denim
Layered with friends of fans
Combined with 1% lookalike of previous purchasers.
51.
This article was written specifically about Momotaro branded denim, in which we
could retarget the readers with Momotaro denim page or offers.
When we boost the article, it will also be targeted to Momotaro denim and
Japanese denim related Interests, so it will reach out to a more relevant audience.
Article Boost Suggestions for this scenario:

55. 52.
This is one of the Momotaro denim page we can link to, for the retargeting ads. Also
remember, you can also place additional retargeting pixels for those people who
actually landed on this page to be used for another retargeting campaign.
One of the most understated aspects of e-commerce is the User Experience of the
website. Make sure that your navigation, pages , sites are all properly segmented.
The visitor should be able to find what they are looking for within 3 clicks.
When we first started with Denimio, we had to improve some of the basic UX, such
as the image below, we added the link to the blog into the red box.
Previously the link was up in the small grey bar and it was not visible.
User Experience Factors of an E-commerce (UI/UX)

56. Product page URL seems to be better this way
Product category page is missing / not working
53.
Also the product category sections are confusing and some of them are not properly
organized.
Adding a Blog navigation on the red box

57. We had to restructure some of the product categories. The side benefits of this is
that it helped the SEO as well, as the page categories become easier to navigate,
and the important categories are properly optimized for search engines.
For landing pages of special promotions, or a product specific campaign, do follow
the best practices of landing pages:
54.
https://docs.google.com/presentation/d/1e2sCwJNLBMfYHm0gIqDlCDq5dmgRk426
c7NYBXvcJPU/edit#slide=id.g4baa5c6c3_029

58. To achieve success in e-commerce on Facebook, you will need to build your
foundation on a structure which is well-organized and easy to understand, that also
allows you to quickly make changes to adapt to the changing landscape of
Facebook advertising and competition.
Once the foundation is right, make full use of Facebook’s Custom Audience arsenal,
such as Email Lists and Retargeting. Be creative with Retargeting and always set a
small budget aside to experiment with hypothesis and new ideas.
Do not forget to constantly create your brand story by content marketing as this
will help you in the long term in areas of brand awareness, establishing your
authority & credibility and improving your SEO.
Do not look just as short term ROI, but remember that your Lifetime Value of a
paying customer is much more important.
55.
Conclusion & Summary