Converting a COLD audience to Purchases…

Are there instances where you can run Conversion Objective to PURCHASE from a cold audience?

YES! And this is where it’s a little tricky to teach people Facebook Ads, because for some business types the rules are not the same for them as for everyone else.

There are some business types that can run Conversion / Purchase ads directly to a cold audience – and in fact this is the most effective way of running ads.

Who does this work for?

• Low AOV impulse purchases (under £30, fashion, homeware, personalised items)
• Food purchases, such as cakes, meal kits.
• Beauty products with low AOV (under £30)
• Things that ‘fix’ a problem and the RRP is low, for example a paint roller that rolls paint quickly, a repair kit for your scratched car.
• Free webinars / Free classes
• Sites that sell well known branded items, such as GHD’s, AirPods, Beats, Xbox etc (where the product is identical wherever you buy it)
• Low cost ‘monkey paws’ for example a £1 Digital Download, a cook book for £5.99 etc.

Who does this NOT work for?

• High consideration purchases, like a sofa, garden furniture etc.
• High ticket items
• High end fashion
• Very niche items – for example, a home-office desk that you stand up at.
• Items that require an element of education to understand the product and it’s benefits.
• Premium skincare, such as Environ etc.#
• A paid-for online course (unless it’s very cheap, it can work for £20-30 courses or classes)