Can’t get sales from BOF audiences that worked really well in the past?
You’re not alone.
A lot of stores are struggling with their Facebook retargeting ads post iOS 14—with some advertisers even speculating whether remarketing is dead.
The one big problem with Facebook ads right now is reach, or rather, the lack of it.
While working to onboard our users to Branded Catalogs, we’ve reviewed BOF performance across the spectrum.
From brands with limited budgets to large and enterprise brands spending tens of thousands a day, here are some common trends in accounts with poor BOF numbers:
What, then, can advertisers hit by poor conversions at the bottom or middle of their sales funnel do?
There’s no controlling Meta’s behavior. So, to help Socioh’s users, we focused on solving the issue with reach. Read on to find out how we did this.
We’ve recently started testing this strategy, with improved BOF/MOF ads in 4 out of the 4 accounts where we’ve tried it.
WHAT? We tested a mix of creatives, simultaneously targeting multiple placements at the top and middle of the funnel.
HOW? Here’s how we've structured campaigns targeting the same audience:
Campaign 1 - Catalog Sales (DPA)
Notes: Maximize reach by pushing frequency higher (as high as you are comfortable with). This is especially effective if you are Branded Catalogs with “Smart Loop” (write to us if you’d like an early invite to test this feature in alpha), as you are rotating 2-3 separate catalog creatives without losing any optimization.
Campaign 2 - Conversion Campaigns (purchase intent)
Notes: Look for existing videos that are working at the TOF and re-use them (you already have proof they work + they’ll optimize faster). You can also test 3-5 videos and cut to the top 2 after 72 hours.
RESULTS: In all cases, we measured improved reach in each of the campaigns individually and better CTR and conversions across the campaigns. While attribution isn't perfect, both in-platform and external tracking have shown marked improvement in ROAS.
Would you like to test this strategy in your store?
Reach out to our Founder and CEO, Karan Jassar on Twitter if you have any questions or need help.