An Ecommerce Digital Marketing Agency Partner, Google Partner, and Shopify Partner just completed a 8-month study analyzing over 125 eCommerce retailers across fashion, beauty and other industries, research clearly shows eCommerce retailers relying on Facebook advertising will risk facing financial ruin if they do not diversify their digital marketing strategy.
Tracy Munn, 15 year digital marketer at Munn Digital explains Quality Facebook Advertising is the kind that delivers a x4 ROAS (return on ad spend), the
success of such ads relies heavily on well-structured funnels. The study found that those who diversified their digital marketing strategy saw an increase in revenue and overall growth.
In fact, retailers who added Google Ads to their marketing mix saw a significant boost in their ROAS, with some reporting a x8 return on ad spend. This highlights the importance of diversification and the need for eCommerce retailers to explore other avenues to reach their target audience.
This means cold audiences are targeted at top of funnel, and warm audiences (those who have engaged with the brand in some way), and retargeted to at middle and bottom of funnel. These warm audiences, and retargeting, is where we have seen the greatest impact from the iOS14.5 update.
Prior to the update, Facebook Marketers could create unlimited Facebook Pixel Events. This meant audiences could be retargeted based on numerous behaviors, from visiting a website, to time spent on a product, adding a product to cart, clicking on a button, and so many more…
