Igor Potapenko | eCom Growth Guru | Video Artisan

Generated $34M+ via Ads for eCom clients. AAMFunnel & VideoBooster's chief. High-quality Ads & videos from $26. DM to scale your brand.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

I've tested hundreds of Facebook ad thumbnails over the past 7+ years, and I've found winning styles that always drive a ton of clicks and make users stop scrolling.

Here they are:

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To measure the conversion rate of your website, divide the number of conversions by the total number of visitors.

But most website platforms calculate it automatically. For example, you can find it in your store's Analytics dashboard on Shopify.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

If you’ve found this thread helpful, please like and RT the first tweet.

Follow @igorpotapenko88 for more tips like these, insights on digital marketing, and creative recommendations.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

When the setup is done you'll have access to

- VSA with TT shop (use your videos to drive in-app shopping)
- VSA with Catalog (motivate users to purchase the tagged products directly on your store)
- LIVE Shopping Ads with TT Shop (drive engagement to your live Shopping events)

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

I definitely recommend testing and leveraging this new tool. It reduces friction, makes it easier for users to purchase, and looks very trustworthy.

And if you seek professional help with VSA setup and launch, you know where to go --> just DM me.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To create an actual campaign you need to select Product sales as ad objective and TikTok Shop as product source. Then choose Video Shopping Ads as the ad type and create your ads!

It's easier than it sounds. The most important element here is properly working catalogue (shop).

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

TikTok's Video Shopping Ads is something every ecom brand should try because it might become your new sales funnel frontier.

But first, let’s figure out what it’s about, why it’s so alluring, and how to set it up.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

The next step is to connect your Seller Center to your Business Center. For this, click Connect and add your BC, ad account and profile.

Then, when you click Create Campaign, you'll be redirected to your TT ads manager.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

Step #1 is to create a shop on the TikTok Seller Center. Then you'll need to submit the required business documents for verification, and bind your bank account.

Upon approval, you'll need to add products to your shop.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

This feature is now available in a limited number of markets. TikTok Seller Center is currently on only in several countries (including the UK and the US) so check if you can have access to it with a TT rep.

If you do have it, it'll take several steps to set everything up.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

Although this is a relatively new type of ads on TikTok, it basically is an improved substitution for Dynamic Showcase Ads and Collection Ads.

From now on, users can make purchases right inside the platform if an advertiser has the TikTok Shopping feature installed.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

What's the difference between Website conversions and Product sales objectives on TikTok?

The first one is a regular web conversions goal, whereas Product sales is a consolidated Catalog sales and Shop purchases goal (you can launch Video Shopping Ads with it).

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To optimize your ECOM site's mobile UX:

1.Integrate mobile wallet options
2.Use small blocks with spacing between them and small font for better readability
3.Optimize for mobile touch gestures (swipe, zoom,etc)
4.Minimize typing efforts by offering suggestions in the search bar

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To choose the right keywords for your Google Ads campaign:

- research your competitors and target audience
- think of synonyms, variations and specific terms/slang
- focus on long-tail keywords
- use negative keywords
- create a list of low- and high-cost keywords

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

When targeting broad, you can filter out your audience with the help of specific words on your creative. Say "Attn: pet owners/For all the bookworms/Love cooking?/Athletes!" etc. on the first screen of your video/on a static image.

Ads build their own audience so let them do so.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To effectively leverage DCO when scaling...

▶️turn off the Creative personalization toggle
▶️run them in a CBO campaign
▶️use the 3:2:2 structure (3 videos/images, 2 ad copies, 2 headlines)

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

Ad fatigue is a very common issue. It can seriously affect ad performance if not dealt with fast. So it’s essential to know how to prevent it not to put all your efforts at risk.

Today I’m sharing my article on how to do that. If you need it comment “fatigue” below.

Must follow

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

The BFCM craziness is around the corner. If you don’t have everything ready for it and aren’t actively driving traffic, you’re in trouble. Competition gets more and more fierce each year so here’s what every business owner should take care of before the hassle starts:

- Start driving traffic and warming up your audience BEFORE the actual sale to retarget them on BFCM. It’s cheaper and more effective.
- Make sure your website is ready to welcome tonnes of new traffic and its loading speed will stay on top no matter what.
- Collaborate with logistics companies and develop a shipping strategy to be able to ship and deliver all the orders as fast as possible. This way you make sure that the customer experience is excellent which in turn gives you a chance to keep the volumes, drive repeat purchases, and eventually scale.
- The same goes for your customer support. Make sure they can handle high loads of incoming messages and calls and provide first-class service.
- Think through your BFCM offer/s and make it irresistible. 20% off will not satisfy a modern consumer unless your competitors offer even less.
Think about bundle options, free gifts or free shipping (or both) to make your offer look more alluring even with an average discount.

By taking care of these aspects, you can minimize risks and succeed through this highly competitive season. Keep an eye on all the processes to be able to fix any issues immediately. BFCM is harsh, but it’s worth it for most of the businesses for the rest of the year.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

To repurpose your ecom videos for different marketing channels, make sure they

- can be cropped to all the needed sizes without cropping the text on them
- can be used with different hooks
- are in high quality

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

If you’ve found this thread helpful, let me know by retweeting and liking it. Also follow for more tips like these and insights on digital marketing and creatives.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

Scaling ads on Facebook is a tough gig. If you aren’t ready to hire an agency or can’t find a seasoned pro you can trust and afford, the strategies from the thread below will help you out.

[Igor Potapenko | eCom Growth Guru | Video Artisan @igorpotapenko88]

Remember that scaling ads should be a gradual and data-driven process. Keep a close eye on your metrics, adapt to changing circumstances, and be prepared to pivot your strategy when necessary to ensure you don't break the bank while pursuing growth.