In his course Ecommerce Millionaire Mastery, Kevin Zhang introduces the Spider Web Method for running Facebook Ads for ecommerce stores.
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Imagine an upside-down pyramid. At the widest part of the pyramid, or top of the funnel, there is the Facebook population, which is in the billions. After you target the right customer, you move down the pyramid to the right advertisement. The advertisement consists of the offer, which involves copywriting, and the creative, the actual media you’re showing your customers.
With the right targeting and advertisement, you can drive traffic to your website. Your website needs to look aesthetically pleasing; otherwise, you won’t be able to tell if customers aren’t converting because of a crappy ad strategy, offer or a poor-looking website.
Below the website in the funnel is the product page. The product page consists of the products, images, and descriptions. The images from suppliers need to be sufficient enough that you can improve them using Photoshop. Descriptions work to convince customers who’ve already expressed interest in your store. The lower customers go in the funnel, the more interested they are in your product. Beneath the product page is the checkout page, which should look clean and professional.
After the checkout is the upsell/downsell. Getting customers to buy other products increases profitability. Finally, the post-purchase experience is crucial for getting customers to buy again and again.
An ad consists of the campaign, adset, and creative. Novices try and optimize for just the adset, but experienced people optimize for all three factors.
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The first phase is USA-interest testing. Starting in the US is great because traffic is high-quality and the Facebook pixel can learn the right way. A Facebook ad pixel is a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.
The next phase is scale in the USA, through a combination of the spider web approach and look-alike audiences. After that is entering high-quality foreign countries that are almost identical to the US on Facebook. By leveraging the data gained from the first two phases, ecommerce entrepreneurs can get better results with this phase, especially with a lower cost per impression.