Summary of "Nicky & Georgia Campagnes controleren + Creative"
Overview
The video titled “Nicky & Georgia Campagnes controleren + Creative” is a detailed walkthrough and coaching session focused on managing and optimizing Facebook ad campaigns, creating effective creatives, and handling operational challenges related to e-commerce marketing and fulfillment.
Key Points and General Ideas
1. Campaign Structure and Setup
- Structure Facebook campaigns with one campaign, one ad set, and multiple creatives under that ad set.
- Vary creatives to allow Facebook’s algorithm to optimize effectively.
- Important campaign settings include:
- Daily budget
- Start times (preferably middle of the night, adjusted to the Netherlands timezone)
- Turning off certain placements early on (e.g., audience network and threads)
- Use consistent naming conventions for creatives (e.g., single image 1, collage 1) and campaigns for easy tracking.
2. Creative Design and Formats
- Creatives should generally be square (1080x1080) for Facebook and Instagram feeds.
- Use vertical formats for stories and reels.
- Use Canva for creating creatives and organize assets systematically in Google Drive to avoid losing files.
- For elongated images that crop awkwardly, apply design tricks like fading or layering to fill empty spaces and maintain visual appeal.
- Carousels are created by uploading multiple single images in sequence.
- Keep ad copy short and impactful; avoid long texts.
- Use simple headlines such as:
- “Free shipping NL”
- “#1 bestseller”
- “PayPal verified”
- AI tools like ChatGPT and Gemini can help generate ad copy and creatives, but complex AI-generated images tend to have higher CPMs (cost per thousand impressions). Balance creativity with cost-efficiency.
3. Data Monitoring and Optimization
- Key performance indicators (KPIs) to monitor:
- CPM (Cost per Mille)
- CTR (Click-Through Rate)
- CPC (Cost per Click)
- Add-to-cart
- Checkout
- Purchases
- ROAS (Return on Ad Spend)
- Frequency
- Use customized columns in Facebook Ads Manager to view relevant metrics.
- Guidelines for campaign management:
- Kill campaigns or ads if CPC is above €1.50 after spending €10 without sales.
- Keep running ads with sales even if CPC is higher.
- Campaigns should not run longer than spending €20 in the initial phase unless they convert.
- Be aware of pixel tracking issues (e.g., add-to-cart events not registering) and resolve them promptly.
4. Payment Methods and Order Handling
- Initially, open all payment options (PayPal, Klarna, bank contact, credit cards) to maximize traction.
- Later, restrict payment methods to those with better cash flow benefits (e.g., credit cards pay out immediately).
- The iDEAL payment method is important for Dutch and Belgian markets and should be enabled properly.
- Test orders can be placed by team members to simulate sales but must be done carefully to be recognized as legitimate by Shopify.
- Coordination with fulfillment partners (e.g., HST, Kongby) is critical, especially regarding import duties, taxes, and shipping quality.
- Beware of hidden fees and ensure DDP (Delivered Duty Paid) agreements are in place to avoid tax issues.
5. Workflow and Tools
- Use Google Drive to organize all product images and creatives.
- Avoid sending images via WhatsApp to prevent quality loss and confusion.
- Use structured naming and folders for creatives to enable easy retesting and scaling.
- Organize ChatGPT into different chats for various ad copy needs (e.g., headlines, descriptions).
- Emphasize ongoing learning and iteration, with plans to review quality checks and creative optimization in upcoming sessions.
6. General Advice and Insights
- Start campaigns aggressively to generate data and traction, then optimize and refine.
- Keep creatives simple and focused during the testing phase.
- Understand the importance of campaign structure and consistent naming for efficient management.
- Be aware of operational challenges with suppliers and logistics, especially when scaling.
- Collaboration and communication within the team are vital for success.
Speakers in the Video
- Nicky – Leads the session, providing explanations, corrections, and guidance on campaign setup, creative design, and operational matters.
- Georgia – Actively participates, asks questions, and works on creative tasks and campaign management.
- Mo – Assists with technical aspects like screen sharing and Canva usage.
- Roy – Provides input on payment methods and operational logistics.
- Danny – Mentioned in the context of payment methods and market differences.
- Rayon – Mentioned regarding testing orders and payment issues.
- Other team members are occasionally referenced but not directly heard.
Summary
This video serves as a comprehensive training and troubleshooting session for e-commerce Facebook advertising campaigns. It emphasizes:
- Proper campaign structure
- Creative production
- Data analysis and optimization
- Payment method optimization
- Fulfillment coordination
The session highlights the importance of teamwork, clear workflows, and continuous improvement to achieve successful marketing outcomes.
