Paid Social Advertising for E-commerce: Facebook and Instagram

The core objective of the Facebook and Instagram ad campaign was to drive customer purchases for the client’s products. However, a significant challenge arose as the products were hosted on Redbubble, a third-party print-on-demand website. This presented difficulties in tracking user actions after clicking on the ads, hindering the ability to make informed data-based decisions—a crucial aspect of effective marketing.

To address this challenge, I implemented a strategic solution. On my client’s website, she has product pages, and instead of the conventional “add to cart” button, I replaced it with a “Buy on Redbubble” button. This adjustment enabled precise tracking of user clicks on this button, providing valuable insights into their further engagement and interest in the products. Despite the limitation in tracking the entire purchase process, this innovative approach allowed us to gauge user investment and interest levels, contributing to more informed marketing strategies.

The target audience was carefully defined as women aged 35-64 in developed countries, sharing interests in sustainable fashion, interior design, flowers, and gardening. This precise targeting aimed to maximize engagement and conversions.

Diverse creatives were tested, providing valuable insights into product preferences among the audience. This iterative testing process revealed which products were more likely to attract clicks, optimizing the ad strategy for higher engagement.