How I scale e-comm with Facebook ads

In this project, I want to share how I work with lower-scale physical products. This is an example of one of the local e-comm brands that I had the pleasure to work for.

Here I used an e-commerce funnel set up on Facebook, dividing audiences into cold traffic (users at the top of the funnel, meaning that they did not have any interaction with the brand), warm traffic (or middle of the funnel - users that had somewhat of interaction with the brand) and hot traffic (or bottom of the funnel - users that had an intention to buy, but for some reason they did not).

Because of the funnel, this helped me to show different messages to a specific segment. For example, in TOFU (top of the funnel) we showed ads that showcase the brand and its products. In MOFU (middle of the funnel) we showed unique selling points, including product quality, testimonials, packaging, fast shipping times, etc. In BOFU (bottom of the funnel), we encouraged the potential buyers to take action - to buy. We offered deals, discounts, once again showed some testimonials.

Of course, it included a lot of testing and experimenting with different angles, finding what works.