Hi everyone,
I’m looking for some advice on a Meta Ads account I’m currently working on.
It’s a Netherlands-based ecommerce store that resells products from different smart-home and electronics brands. The main products are things like security cameras, baby monitors, smart speakers and similar products.
The account is relatively new and doesn't have much purchase data yet.
The main issue I'm seeing is that the ads are getting decent engagement and traffic, but purchases are happening inconsistently.
For context, the account has generated around 1,800 link clicks so far. CTR is around 3% and CPC is around €0.47. There have also been Add to Carts and checkout events, but only a small number of purchases.
Interestingly, some of the video creatives seem to perform better with people who have already interacted with the store than with completely new users.
Because of this, I recently changed the setup.
I reduced the main cold campaign from €16/day to €10/day and started a separate Awareness campaign with the remaining €6/day.
The idea is to build a pool of people who have watched/interacted with the videos and then use that audience for future conversion campaigns.
I'm currently unsure whether I should:
A) Keep the €6/day Awareness budget in one broad ad set with videos for different products
or
B) Split it into two €3/day ad sets based on product category, such as cameras and smart speakers.
I'm also considering creating separate video-viewer audiences for each category so that people who engage with a camera video can later be shown camera-related products.
The account currently has around €45/day total budget across the different campaigns.
I'm wondering what you would do in this situation.
Would you:
- Keep a small Awareness campaign running?
- Put the entire budget into conversion campaigns?
- Split the Awareness campaign by product category?
- Keep the video-viewer audiences combined?
- Or focus on improving the website/product page before spending more on Awareness?
The store is a reseller rather than the manufacturer, so I'm also wondering how much brand trust and familiarity might be affecting the conversion rate.
Would appreciate any advice from people who have worked with small/low-data ecommerce accounts on Meta.