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1/13: How To Create Product Photography That Actually Sells On Facebook Ads
It's early, but this ad has taken the top spot as @FCGOODS' best performer. I'll share data as the sample grows, but on the first $1k spent, it's winning and the algorithm is prioritizing its delivery.
It's early, but this ad has taken the top spot as @FCGOODS' best performer. I'll share data as the sample grows, but on the first $1k spent, it's winning and the algorithm is prioritizing its delivery.
2// That's significant because it's even beating this ad, which has spent >$600k at a 2 ROAS (mostly prospecting) and has been unbeatable for more than a year for FCG: https://www.instagram.com/p/B_8CLpXD6i8/#advertiser
That the algo is prioritizing it over that ad is a really strong signal of success.
That the algo is prioritizing it over that ad is a really strong signal of success.
3// How is it winning? By generating the cheapest CPCs in the account.
I don't normally care about cheap CPCs. It's too easy to game, and the price usually reflects the value (i.e. cheap traffic = poor converting traffic).
In this case I do though. Here's why:
I don't normally care about cheap CPCs. It's too easy to game, and the price usually reflects the value (i.e. cheap traffic = poor converting traffic).
In this case I do though. Here's why:
4// This is a straight-up product photo. If you're clicking, it's probably because you're interested in the product.
Which is another way of saying I can likely trust the traffic quality. And I can validate that assumption by checking the conversion rate against other creative.
Which is another way of saying I can likely trust the traffic quality. And I can validate that assumption by checking the conversion rate against other creative.
5// And as it turns out, all down-funnel metrics (unique cart adds, initiate checkouts, and ultimately my actual conversion rate) look great so far as a % of clicks.
So the photo works. CTR is up, which means CPC is down, and the traffic quality checks out.
So the photo works. CTR is up, which means CPC is down, and the traffic quality checks out.
6// Let's pause here and note how we came up with this: it was an accident.
We posted this on our organic IG and I noticed that it was getting significantly better engagement than most of our product photography does on IG.
We posted this on our organic IG and I noticed that it was getting significantly better engagement than most of our product photography does on IG.
7// That was a simple signal that users scrolling their feeds were attracted to the photo.
Understandably: it's a great photo and the product looks beautiful (great job @RobbieAronson). That was already my subjective opinion. The organic and ad data are now backing that up.
Understandably: it's a great photo and the product looks beautiful (great job @RobbieAronson). That was already my subjective opinion. The organic and ad data are now backing that up.
8// Because this totally product-focused photo was getting great engagement, we threw it into the ad mix with copy and landers we already knew were winning, and now here we are.
So let's come back to the question: why does this photo work?
So let's come back to the question: why does this photo work?
9// First, it's beautifully shot and edited, of course.
Second, one of FCG's fundamental value propositions is the aesthetic quality of the wallet. If that's true, images convey that, not words.
I can say "it's a beautiful leather good." But this communicates that much better.
Second, one of FCG's fundamental value propositions is the aesthetic quality of the wallet. If that's true, images convey that, not words.
I can say "it's a beautiful leather good." But this communicates that much better.
10// Third & Fourth, it shows the baseballyness of the wallet, and it shows that each wallet is truly unique.
Put that all together, and this image communicates an enormous amount very quickly, very easily, and very beautifully.
Put that all together, and this image communicates an enormous amount very quickly, very easily, and very beautifully.
11// So, what's the takeaway?
First, if you're selling something where aesthetics really matter as a value prop, it's worth not only investing in good photography, but in getting creative with it and testing aggressively.
First, if you're selling something where aesthetics really matter as a value prop, it's worth not only investing in good photography, but in getting creative with it and testing aggressively.
12// This has immediate relevance for us with @31bits (we were already planning on refreshing the product photography here) and even @GenuineCollars.
Second, pay attention to organic engagement on product photography in particular. It may be telling you something.
Second, pay attention to organic engagement on product photography in particular. It may be telling you something.
13// And lastly, as always, understand what each metric in your ad funnel is telling you. Now that I've seen HOW this ad is showing signs of success, I can monitor each separate metric closely to see if it holds and continue hypothesizing, testing, and iterating from there.
