Do you have a product or service that people need or want, but may not know it? It is unique or special, beyond the normal? Is it a nice visual that would stand out?
Sometimes a unique or special product or service just can’t compete in paid search on the major engines. While some people may search for “unique” X, a text ad may not be as compelling.
Case in point, I won a bet with my husband that my Pittsburgh Steelers would beat his Tampa Bay Buccaneers this year and my winnings was a new piece of jewelry (that I picked). I wanted to something different and didn’t want to go to any of the bigger brand jewelry stores. I mean yes, of course a little blue box is nice, but I wanted something different, something that said something different to me.
And there it was, on my Facebook feed, a sponsored ad for a unique jewelry brand, Bryan Anthonys. I had never heard of them, never had seen anything like what they offer, and yet it spoke to me: “What you wear matters,” “Wear jewelry that ignites a feeling,” etc. Obviously, they targeted me based on things I had been liking, clicking on and/or reading.
Many of their items spoke to me, but I settled on the Keep Dreaming choker, as moons hold a special place in mine and my husband’s hearts, and I am a dreamer.
If it was not for the Facebook ad, targeted for me, based on my history, I would not have known it exists. I had searched for things like “moon charm” and “moon necklace” but not found this website.
And remember, I did not actually buy it, my husband did. I sent him the link to purchase. A novice marketer may think that Facebook ads may not be working as Facebook received no credit for that transaction in the data, however, if it was not for Facebook I would not have found it and forwarded it on to be purchased.
The question is how do you know if it is working? You look for the lift, in both traffic and conversions in general. If you were making 100 sales a week, and suddenly you are making 125 when Facebook ads are running, even if it is from different sources, it is making an impact. If you have a negative Nelly on board, stop Facebook and while it may take a few weeks, you will go back to your 100 sales per week.
When you are a new company and/or unique, you must think outside of the box in advertising and analysis. Do not just look for 1:1 ad-to-sale to measure success, look at overall lift and more sales, regardless of where they are coming from.