The mark of a great media buyer is being able to advertise multiple products at once.
There are a few different ways you can do this, of course.
In this particular The Crew’s Insights, we’re cover three. So let’s start.
—the one product that defines your brand and resonates most with your customers.
Advertise multiple products by pushing your hero product
Your hero product is one product that defines your brand and resonates most with your customers.
Always focus on the hero. Rather than dispersing your efforts thinly over your entire range, concentrate your ad budget on your hero product, the one you know is going to do well.
Use your hero product as an opportunity to build a relationship and offer value.
Once you start advertising this product, and once customers buy it, you can introduce more products they’ll be interested in through personalized follow-up campaigns.
Why focus on the hero?
Once you’ve won the customer, it’s easier and more profitable to use cheaper ways to sell them further.
This is also known as retention.
Let’s say you’re using Facebook as a customer acquisition tool, and are relying on your customer base—the people you’ve already collected numbers and emails from—to buy other products through other channels.
You’ve already spent the money trying to acquire these customers.
So now, use additional owned strategies to sell them your other products.
The main takeaway: Leading with your hero product and then offering additional products is a great way to profitably and effectively promote all your products—and keep customers around.
Push multiple products separately
Here’s how you manage multiple products on the platform:
- Create separate campaigns, one for each product in Meta Ads Manager. This ensures the budget you set is only set for that specific campaign.
- Tailor the detailed targeting based on the product itself. For example, if you have a skincare brand that sells mascara and concealer, you can target two separate audiences.
Why this works: It lets you control and adjust the spend in real-time based on the performance metrics of each individual product.
It also prevents your products from competing with each other, because you’re giving them each a fair chance to perform.
The main takeaway: Create separate campaigns for each product.
This allows you to promote each product effectively, manage your budget, and target more niche audiences.
Push each product in unison
Let’s talk about how you can push each product in the same campaign, so that Meta determines your winning product.
Why this works: When you push products collectively, you allow Meta’s algorithm to analyze and adjust based on performance data in real time, essentially letting the “winner” emerge organically.
This method is particularly effective if you’re unsure which product is your hero, or if you want to test the market to see which item resonates most with your audience.
Here’s how to go about this strategy:
- Unified campaigns: Start with a single campaign that encompasses all your products. This gives Meta a variety of data points. You can divide the campaigns by region and targeting method.
- Budget allocation: Set your campaign budget optimization (CBO) so that Facebook determines your winning ad set.
How targeting works here: You want to divide your campaign by targeting type.
For example, one broad targeting campaign with five products, and one interest-based campaign with the same range of products.
This will also show you which product performs best with each target.
The key takeaway? Let Meta decide where to efficiently put your budget, and you’ll have a good shot at determining your winners.
That’s it
Hopefully, this will help you better manage advertising of multiple products.
If you want to read more short, effective marketing tips – check out the rest of The Crew’s Insights section.
