Hi there,
I'm happy to give you some initial thoughts and guidance on your Meta ads. I've had a good look at what you've told me, and a few things jump out straight away. Launching a new ad account and expecting immediate purchase conversions can be a bit like trying to run before you can walk. Meta's algorithms need data, and that takes time.
We'll need to look at Purchase Optimisation...
When you're starting out, Meta's system is essentially blind. It doesn't know who on that massive 70-100 million audience is actually likely to buy your product. So it's guessing, and that's why you're seeing a low reach and limited results. It's not necessarily a reflection on your product or your ads themselves, it's more about the learning curve of the algorithm. I see this a lot.
I remember working with a software client who needed signups, and we initially optimised for a direct conversion. We then switched the objective to registrations, which allowed us to gather data on who was engaging with the ads, even if they weren't signing up immediately. After a while, we had a decent sized pool of people who had shown interest. From there, we were able to create a lookalike audience - a group of people who share similar characteristics to those who'd already engaged with the ads. Targeting *that* audience with ads gave us a much better return. It sounds like a bit of a detour, but its worth it.
I'd say you should narrow down your audience...
70-100 million is *massive*. Think of it this way: you're shouting into a stadium. The bigger the stadium, the harder it is for the people who actually want to hear what you're saying to find you. Narrowing down your audience is like moving to a smaller room where everyone's already interested in what you've got to say. How would you do that? Think about who your ideal customer *is*. What are their interests? Where do they live? What are their demographics? Meta has loads of targeting options. Use them. Even just narrowing by a few interests can make a big difference. You'll get better results that way, as you'll be showing the ads to people who are much more likely to be interested.
Don't be afraid to test different audience segments, either. Create a few different ad sets, each targeting a different group of people. See which ones perform best and then focus your budget on those. It's a bit of trial and error, but it's worth it in the long run.
You probably should warm up the audience first...
Another thing to consider is your ad copy and creatives. Are they compelling? Do they grab attention? Do they clearly communicate the value of your product? Are the images and videos high-quality? If people are seeing your ads but not clicking, it could be a sign that your creative needs work. I've worked with a bunch of eCommerce clients, and I can tell you, good visuals make a huge difference - think product photos, product descriptions, and even offering a special deal if people like what they see. Maybe people aren't ready to buy right away and need long-term retargeting. Also, look at your performance metrics. Where do people drop off? Do you have low CTRs and high CPCs? If so, your ad copy/product images need work.
You'll need to have a bit of patience...
Patience is key. It takes time for Meta to learn, and it takes time to optimise your campaigns. Don't expect to see overnight success. Keep testing, keep tweaking, and keep learning. It's a continuous process. Give it a little time. It's good that you’re proactively trying to sort things out instead of just letting it tick over. It is worth remembering, its not an exact science, and it’ll take some time to find what works best for you.
I've detailed my main recommendations for you below:
| Issue | Recommendation |
|---|---|
| New Ad Account, Purchase Optimisation | Start with 'Add to Cart' or 'View Content' objective to gather initial data. |
| Large Audience Size (70-100 million) | Narrow down your audience based on interests, demographics, location. Test different audience segments. |
| Low Initial Results (8 in reach) | Be patient. It takes time for Meta to learn. Focus on optimisation. |
Now, scaling campaigns can be tricky, and you might find yourself running into similar roadblocks. You could benefit from working with someone who has expertise in scaling campaigns. I remember one software client where we achieved 4,622 Registrations at $2.38 Cost Per Registration using Meta Ads. We’ve also worked with eCommerce stores and were able to achieve a 1000% Return On Ad Spend using Meta Ads.
If you'd like to chat further about your specific situation and how we might be able to help, I'd be happy to offer a free consultation.
Regards,
Team @ Lukas Holschuh
