Ripple closed-loop Ecommerce ads automation4 min read

In this post, I’m discussing the ripple closed-loop ads automation in e-commerce and how to grow your sales using the data you already have. 

We will deep dive into the ads automation for E-commerce and how to utilize the ads automation on Facebook and Google.

Before we started. We created a Facebook group in case you were interested to know more about the ads automation and how to make self-growing ripples join us!

This section is assuming you have a new e-commerce store, and that you already have some customers, but before jumping into the ripple closed loops automated ads, I need to talk a little bit about the automation of the ads making sure we all are on the same page.

In order to start automated ads, you have to 

Install Facebook and Google pixels at your website, it’s a code snippet that you install to your website pages. 

The catalog that contains your products, sync of your products into Facebook and Google catalog module

Having those steps done, you can now create dynamic ads 

Dynamic Prospecting 

Dynamic Retargeting 

Dynamic Prospecting

: Facebook recommends your ads to audiences who are most probably interested in your products according to the data he has for their interests. Facebook controls what items to be shown in which order.

Dynamic Retargeting:

Retargeting your customers that broke the funnel at your website, trying to get them back to continue the business deal they started and never shaken hands on! Facebook recommends products to be displayed in which order to the customers.

The previous section is for the new-eCommerce as for the old ones that already have customers. The coming part is for you what we call the ripple closed loops ads. 

What I’m going to discuss next is the ripple effect and how to maximize the use of the data you already have to create infinite loops that generates new customers on every turn rocket-shipping your business. 

Let’s assume that you have 5000 customers, for the biggest part of your day you are focusing on getting new customers, however, your current customers are more likely to purchase faster than new customers. All it takes is to retarget him with what they might be interested in; it’s way cheaper than acquiring new customers and more effective. 

The thing is to effectively recommend what is the most interesting for them you need to have an internal recommendation engine, instead of showing ads for cross-selling in the checkout page, it will recommend it in the form of an ad, targeting the most likely to buy customers٫ 

Typically from what we found is that the data of the 5000 customers you have are not fully utilized, not even used correctly in most of the cases.

So typically if you are utilizing your data your funnel should be something like this:

Group of people visited your website, part of them decided to exit the journey at some stage, other part went through and became a customer, 

For the first part that exited early they are being targeted with ads trying to get them to buy, part of them will be your customer other parts will be out of the ads loop

For the two groups that became part of your custom audience you can use them to generate lookalike customers on social platforms. 

Those new custom audiences you can target them with ads, again part of them will go to your website and exit the journey you target them again once they are your customers create a custom audience and a lookalike audience and target the new custom audience with ads, and do all that again for the newcomers! 

If you were able to automate the processing of every new piece of data, coming to your store to be used to both target your customers to sell, and generate new lookalike audiences. That means that your system will be auto-scaling through a well-defined loop. 

The method I just mentioned, is being used at the ads platform through the Data Management Platforms. 

Data Management Platforms model customers’ data and generate lookalike audiences on the fly, it’s the process of generating lookalike audiences like the ones who interacted with the ads however they are totally anonymous. That was until 2008 then the landscape changed when more data specialized platforms appeared as such Customer Data Platforms.

Customer Data Platform is a platform that collects customer data and re-use the collected data in marketing.

The question here is what the tools you might use to be able to perform the ripple effect we discussed?

The direct answer, the biggest part of that you can do by yourself. Also, you can use any tool of the tools that are out there. Or you can use Convertedin which typically does all the mentioned above from a-z. 

Also you may join our specialized group to know more about the ads automation and how to make self-growing ripples join us!

 #Marketing #ads #advertising #facebookAds #google_ads