This Is How You Can Profit From A PPE Facebook Campaign

AliDropship team uses page post engagement ads in promoting our self-owned dropshipping stores. It could seem strange since such campaigns usually don’t lead to purchases. In this article, I’ll explain the purpose of using PPE Facebook campaigns.

In one of our previous articles, we described how to search and test Facebook interests. You might have noticed that our first step was creating and running a PPE campaign. However, such campaigns usually result in no sales, so you may wonder why create something that brings no profit.

Actually there’s a number of reasons why AliDropship team uses PPE ads on Facebook in their strategy. But before that, let’s find out what this is all about.

What is a PPE Facebook campaign?

PPE stands for Page Post Engagement. It’s a type of Facebook advertising campaigns aimed at stimulating the engagement rate of a given post as opposed to other typical objectives such as funneling traffic to a website or increasing the conversion rate, etc. The purpose of Page Post Engagement campaigns is to stimulate interactions with a given post such as likes, views, comments, shares and clicks.

By launching a PPE Facebook campaign, a business account owner makes a post popular in social media terms, so to speak. It’s not just about showing the post to more users but also about stimulating activity around it.

How we create PPE Facebook campaigns

Before going to Facebook business account, our team creates materials for future posts. As practice shows, video ads work best, but picture and photo posts can do well too. The team creates not just one but many videos (about 30 seconds long) with different content.

After that, we publish the videos on the Facebook page of a given dropshipping store. Such posts differ from each other: they have different content, or different video thumbnails, or different call to action buttons, or ad texts. The point is we’re not going to use all of them, but I’ll get to it later.

Now, the team launches a Page Post Engagement campaign by choosing to promote existing posts (the videos we published before). This part is important: you don’t want to boost new posts each time you launch a campaign.

We create one ad set per one video post and set the daily budget to $5-15. As a rule, the more you spend the faster you get the results. Depending on how the ad sets perform, the budget can be raised or lowered or you can completely shut down an ad set if it brings no results.

As the campaign keeps running, it generates engagement actions (likes, shares, view, etc.). But as a rule, it doesn’t convert users into buyers (with rare exception). Now it’s time to talk about why we always use Page Post Engagement campaigns.

Why you should use PPE campaigns

1. To test products and creatives

Launching a PPE Facebook campaign which boosts several posts at once allows you to test them. That’s why you want to make more than one creatives with different elements. After a while, you will see how they perform or even will be able to tell what exactly is wrong with them.

For example, this ad set on the screenshot was shut off because its CPC was much higher than that of the other sets and its average play time was only seven seconds. This ad cost us too much and wasn’t really interesting to users, so the team decided it wasn’t worth keeping it active.

After the first few days of testing, you can pick the most efficient ads which you will use in other campaigns aimed at converting users into buyers.

Moreover, based on how a PPE ad on Facebook performs, one can tell whether there’s demand for a given product.

The thing is, Facebook tries to show PPE ads to its most active users, people who statistically like, comment and share more often than others. So, if even such people show no interest in a post, it means you shouldn’t expect much interest from potential buyers.

But if a PPE campaign generates a couple of sales (which is extremely rare), you can be pretty sure the product has potential.

Of course, one can test a product by trying to sell it from the very beginning. But the cost of conversion of campaigns aimed at broad and untested audiences can be really high. So, if the experiment fails, it’ll cost you much more than a failed Page Post Engagement campaign.

2. To collect data for other campaigns

Beside testing products and promotion materials, PPE campaigns are also used to find the most interested Facebook target audiences by using the demographic data collected during the tests.

Moreover, after we launch a conversion campaign, we do not stop the PPE campaign – at least the most successful ad sets. We simply lower the daily budgets to $5 but never turn it off. Instead, the campaign keeps running and collecting even more data which we can use to adjust our targeting settings.

There are two more reasons to keep PPE campaigns running.

3. To increase users’ trust

As I already mentioned, PPE ads on Facebook generate engagement. As a result, the posts get hundreds and thousands of views, comments, shares and likes.

Later, when we use the same posts in conversion campaigns, potential customers see video ads with a high level of engagement. The more likes a post has the more the chances that people will take a look.

Compare these two posts. Which one would you click on?

4. To make conversion campaigns cheaper

Have you ever thought why certain ads on Facebook cost less than others to advertisers? Facebook’s algorithms don’t just show ads to people for money. The system handles them as pieces of content. If people don’t like them (don’t interact with them), Facebook shows them to less people. And when it does, it asks for more money, so to speak.

But if the audience enjoys the content, Facebook tends to show it to more users, the ad posts tend to win bids more often and the cost of promotion goes down.

Moreover, the more people interact with a post the more data Facebook collects, which allows it to target better. As a result, it promotes a post with a high level of engagement more efficiently than a completely new ad with zero interactions.

The benefits of PPE Facebook campaigns: conclusion

PPE campaigns are great for getting started with a new product. It may seem like a waste of money, but it’s not. By spending a couple of bucks, you can test the product and promotion materials. Without this phase, you risk wasting much more money on campaigns that failed.

Besides, by keeping PPE ads running, you make conversion campaigns more efficient and even cheaper.

All this testing allows AliDropship’s team to select the best possible products, marketing materials and audiences. The products then go to the catalogs of our Premium Stores – exact copies of our most successful self-owned websites. As for video ads and banners, you can have them too by purchasing marketing packages along with one of the Premium Stores.

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Got Banned From Facebook? Here Are The Possible Reasons Why!

Today it is impossible to imagine a successful ecommerce business which doesn’t use Facebook and Instagram advertising. However, Facebook is famous for being extremely suspicious and banning lots of accounts. In this article, I will tell you why people get banned from Facebook, how you can avoid it and how to appeal a Facebook ban.

What is a Facebook ban?

A Facebook ban is when you are temporarily or permanently denied access to your personal account or when your business page becomes invisible (unpublished) or permanently deleted. It can happen for a variety of reasons and can have various consequences. In the worst case scenario, you won’t be able to restore the pages by any means.

What happens when you get banned from Facebook?

Facebook and Instagram advertising are a must for any online business including dropshipping stores. From this perspective, Mark Zuckerberg has created something outstanding. But getting blocked on Facebook isn’t just an unpleasant annoyance.

Sometimes, Facebook only imposes restrictions on what you can do for a time. For example, it can ban you from posting for several days. Harsh, but you can live with that. But for more serious violations, it can disable your page permanently.

When you use Facebook advertising as your main source of customers, losing access to the account can kill your business. You can’t post anything, can’t launch, start or even stop advertising campaigns in Ads Manager, can’t respond to other Facebook users (your customers) – can’t do anything.

A lot of people report getting banned from Facebook for no reason. Although Facebook’s AI does make mistakes, there’s always a cause. Facebook even provides users with Terms and Policies explaining why their accounts may get banned. However, it’s often difficult to tell which rule you violated.

Most of the problems arise from the fact that it’s Facebook’s AI that blocks accounts. After it happens, one can file an appeal, and that’s when you get to talk to real people. But until then, every activity on Facebook is monitored by a computer whose algorithms are very formal.

How long does a Facebook ban last?

How long a Facebook ban can last depends on what you violated and how often. For repeat offenses, the block can last up to 30 days. But it’s not the worst part. In certain circumstances, an account can be banned permanently with no way to unblock it.

AliDropship’s team is well familiar with the problem. That’s why we’ve decided to share our own thoughts with customers.

Here’s the list of uncommon reasons why Facebook bans your account according to AliDropship’s experience.

How to get banned from Facebook (personal page)?

 

You need a personal Facebook account to manage your Facebook business account. If it gets banned, you won’t be able to launch new ads or even stop your current ads!

You probably already know the most common reasons why Facebook can suspend a page like hate speech, threats, spam and so on. But here are some less common actions that’ll get you blocked on Facebook for sure.

1. Follow suspicious groups or add suspicious people to the friends list

Having one or two people whom Facebook considers suspicious among your friends is Ok, just like following one or two suspicious groups. But if the platform’s AI finds too many, it can think that you’re going to use the account for something prohibited.

So, treat your personal Facebook page just like a regular user who wants nothing to do with shady characters or groups.

2. Perform too much or too little activity

If you follow too many people, or post too much, or like too many posts within a short time, Facebook thinks you’re a spammer or a bot. At the same time, if your account demonstrates no activity at all, Facebook thinks it’s fake. Avoid such deviations from the norm.

3. Use Facebook business account only

Another way to get banned from Facebook is to ignore your personal page and use the business account only. From the AI’s perspective, you look like someone who created a personal page only to get access to a business account and now you’re going to spam ads all over the platform.

Even careful people with business accounts get banned from Facebook. Sometimes it happens by mistake; sometimes the real reason remains unclear. In any case, make sure you’re not the only one with access to Ads Manager. Otherwise, if you get blocked, you won’t be able to stop advertising campaigns, so your money will go to waste. Give access to a relative or a friend you can trust.

How to get banned from Facebook (business page)?

Facebook groups are created not only by media companies, but by businesses as well. Although one can advertise standalone products on Facebook with just a personal page and Ads Manager, it’s a good idea to also create a page for your dropshipping store.

It’ll let you build a community around the brand and the niche it occupies. After all, Facebook is visited by 2.6 billion users every month.

But Facebook can block a group page as well. Here’s how you can make it happen.

1. Delete comments

This is one of the less obvious ways to get banned on Facebook. Whenever you dislike someone’s opinion, you can either delete or hide a comment. While hiding them is considered Ok, when you delete comments, Facebook thinks you’re trying to hide the truth from your customers.

2. Don’t try to respond to customers’ complaints

Simply hiding comments seems like a good solution. But it won’t last long. If a business ignores complaints, its reputation suffers, and Facebook can decide that it doesn’t want disreputable retailers. So, make sure to do your best to satisfy angry customers.

3. Make someone who broke Facebook rules the admin of the store

Facebook doesn’t forget what you did. For example, if you post offending content for the first time, Facebook may block you from posting for the next 24 hours. But if you do it again, the account may get banned.

Allowing someone who broke Facebook policies before to become the admin of your store’s page won’t necessarily get it banned. But it’ll negatively affect its statistics.

4. When creating ads, use pictures different from actual products

And not just pictures. Any kind of mismatch between an ad and the actual product it advertises can lead to getting blocked on Facebook. This is how the platform punishes businesses that try to misinform clients. If you want to get banned from Facebook, go ahead and lie about the price, the colors, models, etc.

5. Use automation tools too much

Probably all social media hate auto-posting and bots. First of all, when somebody uses a bot to create a Facebook page, it is probably because this person is trying to hide his or her identity. Second, if an account is managed by a bot, it can start publishing dozens of posts with spam content, which nobody wants.

As a result, when one uses such tools too much (not only to auto-post but to follow and like other users as well), Facebook can ban the page.

How to appeal a Facebook ban?

1. If Facebook suspended your personal page

Any kind of policy violation often results in Facebook suspending your personal page. In this case, when trying to login, you will find the following message.

Got Banned From Facebook? Here Are The Possible Reasons Why!

You need to send them a photo of yourself or your ID to confirm that the account wasn’t stolen. After that, all you can do is wait.

Got Banned From Facebook? Here Are The Possible Reasons Why!

Checking the personal information can take several days. After that, you will be either asked for more proofs or allowed to login.

2. If Facebook refuses to unblock your page

Facebook can also decide to disable your account permanently, and you’ll see this:

Got Banned From Facebook? Here Are The Possible Reasons Why!

In this case, you can appeal the ban by clicking on the “Go to Help Center”. On that page, click on “Let us know”.

Got Banned From Facebook? Here Are The Possible Reasons Why!

And again, you’ll be asked to upload a photo of yourself or your ID with more detailed information, after which you’ll have to wait.

3. If Facebook unpublished a business page

If a policy violation comes from your business page, it’ll be unpublished by Facebook, i.e. nobody except you will be able to see it on the platform. Sometimes the warning looks like this:

Sometimes it looks like this:

To make it visible again, you can try filing an appeal. Click on “Disagree with the decision” or “Appeal” (depending on what message you received). Then wait for Facebook’s final decision.

If you don’t have time to wait or Facebook has deleted the page permanently, you can recreate the page by making an exact copy of the previous one. However, you should take into account the mistakes you made to prevent similar situations in future.

All the experience AliDropship’s team gains from managing our own shops helps us minimize the risk of getting banned from Facebook. It is also used to create Established Stores – unique dropshipping websites which have the most profitable products and active social media accounts. By purchasing one of them, you become a sole owner of an already working business!

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Facebook Interest Targeting Guide: How We Search And Test Interests

Everyone advertises on social media and Facebook in particular. While there are many targeting options including age, gender and location, one has to pay a lot of attention to Facebook interest targeting as this method has proven to be really efficient.

We’ve talked about the importance of knowing your target audiences before. But learning who actually wants to buy your product isn’t that simple. AliDropship’s experience with self-owned dropshipping stores has taught us that interest based targeting is the most efficient way to reach potential customers.

In this article, I will cover a step-by-step method of Facebook interest targeting used by our team.

Facebook interest targeting step #1: Page post engagement (PPE)

The search starts with creating a PPE campaign, so choose “Post engagement” as your goal.

Facebook Interest Targeting Guide

At this point, you don’t want or expect to sell any products at all. It’s Ok, don’t freak out. We need it to collect data and understand who our ideal customer is.

But first, we need to create a post devoted to the product we’re going to advertise. Its purpose is to trigger engagement, i.e. likes, comments and shares. Such activities can indicate whether or not people are interested in the content. Later we can use the same post to attract actual customers, but right now trying to convert the audience will cost you too much.

Something like this should do.

Facebook Interest Targeting Guide

 

Why not create a Facebook ad right away? Because when you use an existing post for advertising, it accumulates likes and shares and advertising it again will get even cheaper. That’s why AliDropship’s team always creates posts first.

Now we’re going to start a Facebook advertising campaign to show this post to different people. But to whom? Here you’ve got two options.

1. Speculating on interests

If you promote a product belonging to a clear niche, it’s more or less easy to tell at least some facts about potential customers you want to target on Facebook and their interests.

If you’re selling a toolset, you can expect potential buyers to be interested in building, carpentry, renovating, car repairing, etc. It doesn’t mean you can’t be wrong about them, but it’ll narrow down your search to a few options.

Whenever possible, AliDropship’s team picks 5-10 interests in a corresponding ad set within a PPE campaign to narrow down the potential audience.

Facebook Interest Targeting Guide

2. Not speculating at all

Sometimes, products are just too… versatile? You can’t tell for sure what interests potential customers may share, which makes Facebook interest targeting at this point almost impossible. For example, what can you tell about this mop and bucket?

In this case, the team doesn’t set interests at all and focuses on other demographics.

In both cases, you also want to limit the audience to one or several countries. The team usually picks the US, Canada, the UK and Australia as these markets have lots of solvent purchasers and people there speak English.

As for other parameters (mostly gender and age), at this point, you want to widen them as much as possible unless you’re absolutely sure about the age and gender of your potential customers.

Facebook interest targeting step #2: Testing ad sets

Now it’s time to run the PPE campaign to test audiences. In order not to spend too much money, the team monitors the campaign’s performance and stops ad sets if they demonstrate poor results. One or two days is usually enough to collect data.

One can also make the ad sets stop automatically after they accumulate a certain number of impressions. We usually set the limit to 2,000 impressions. As for their daily budget, the team sets it to $5, which is usually enough to test the ads.

However, if certain ad sets perform well, keep them running even after the test because PPE campaigns are good for warming up potential customers.

Whether you picked a number of interests for the ad or not, Facebook will show you the general statistics that includes such demographics as gender, age, location, devices used, etc.

If you used not one but a number of creatives during the test, you can also pick the one with the highest numbers.

To know what’s good and what’s not, look at both CTR metrics (All and Link clicks). Higher numbers indicate that more people interacted with the ad or followed the link to your website. Also, pay attention to the cost per unique content view as you want it to be as low as possible. Other metrics are less important.

Facebook interest targeting step #3: Conversion campaign (test)

Although at this point, we already know some facts about our target audience, we can do better.

The team creates a new campaign and sets the goal to Conversions. We use the data received during the previous phase to narrow down the audience and create several ad sets. This time, we’re going to set one interest per one ad set.

If it’s a niche product you’re advertising, pick the interests you came up with when creating the PPE campaign. If the product was too “versatile”, now is the time to make up some interests for it.

We didn’t do it during the PPE phase because without having the slightest idea on what interests to choose, there’s a high chance Facebook will show the ad to completely uninterested people. But at this point, it’s Ok since we’ve already collected certain data and want to test potential interests.

When potential interests of your Facebook audience are unclear, you can analyze the existing customers of your competitors.

Use AdSpy to find Facebook ads promoting similar or identical goods or simply search for them on Amazon. Then read comments, visit the Facebook pages of random customers and check what they like and what pages they’re following. All this can give an idea or two on what their interests are.

I described this method in the article on finding a target audience on Facebook.

Facebook interest targeting step #4: Conversion campaign (final adjustments to your Facebook interest targeting)

During this phase, your ad campaign should start converting Facebook users and turning them into buyers. However, expect some of the interests you have chosen to work worse than others.

If they perform too poorly, turn such interests off and focus on the more successful ones.

Furthermore, now that you are certain about at least one or two interests of your potential audience, you can use Facebook interest suggestions to expand the list. Simply type in one of the discovered interests and click on “Suggestions”.

Another method of Facebook interest targeting is searching for pages related to your products with Audience Insights. You can find this tool in Facebook ads manager.

If the product you’re going to advertise is obviously associated with certain interests (like gardening or plush toys), simply choose it in the “interests” field and look at the “Page Likes” tab. Facebook will show you what pages gather most of the likes from people with this interest.

After that, you can check if the Facebook group’s name can be found among the interests in your ad sets. If there is one, your ad will target people who interacted with the given Facebook group.

After another round of testing, you will have quite accurate information on what interests work best with a given product on Facebook.

If you find Facebook interest targeting to be too much trouble, consider purchasing one ofAliDropship’s Premium Stores – precise copies of our own dropshipping websites with the best-selling goods within wide and profitable niches. Along with a store, you can also buy marketing materials including recommendations on target audiences and their interests.

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