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In this series of Stacks Savvy Advises, we have discussed with you in the 1st article the importance of creating an MVP (minimal viable product) for your e-store. 

Today we are coming at you with the 2nd savvy advice which is ‘How to choose the best marketing channels for your business?’

When you are finally launching your product/service to the market you want it to gain attention from your potential customers and what better way to do that than with marketing? 

  • But which channel should you use?
  • How much budget should you set for these channels? 
  • How to know which channels to focus on?

I am going to answer all of these questions for you today in this article, so keep on reading! 

Which marketing channel should you advertise on? 

The short answer is All, but bear with me here; 

There is a strategy called ‘The Bullseye Strategy’  written in the bestseller ‘How Any Startup Can Achieve Explosive Customer Growth written by Gabriel Weinberg and Justin Mares. It’s the same strategy he used to gain traction for his company DuckDuckGo. This strategy consists of three stages and I will insert a snippet of each from his book.

“ The Outer Ring: What’s Possible

The first step in Bullseye is brainstorming every single traction channel. If you were to advertise offline, where would be the best place to do it? If you were to give a speech, who would be the ideal audience? Imagine what success would look like in each channel, and write it down in your outer ring.

And he listed 19 viable channels: 

  • Targeting Blogs

  • Publicity

  • Unconventional PR

  • Search Engine Marketing

  • Social and Display Ads

  • Offline Ads

  • Search Engine Optimization

  • Content Marketing

  • Email Marketing

  • Viral Marketing

  • Engineering as Marketing

  • Business Development

  • Sales

  • Affiliate Programs

  • Existing Platforms

  • Trade Shows

  • Offline Events

  • Speaking Engagements

  • Community Building

The target of this is for you as a business owner to experiment with all the channels that could turn out to be optimal for conversions, so that you wouldn’t leave any untapped potential for success.

After experimenting and selecting (we’ll tell you what to base your selection on in the next point) the channels that are proven to be promising and may have already started providing your website with traffic, you will move on to choosing those channels for the next round which is the middle ring. 

How to choose which marketing channels to transfer to the middle ring? 

Depending on your KPIs (Key Performance Indicators) and the goals you want to achieve from these channels whether they are leads or traffic or anything you want to set as your goal, then spend a small budget as you can on marketing these channels until you find 3 to 5 channels that are giving you the wanted Traction. You can then take these channels to the Middle Ring 

“The Middle Ring: What’s Probable”

The second step in Bullseye is running cheap traction tests in the channels that seem most promising. Go around your outer ring and promote your best traction channel ideas to your middle ring.

We want you to have more than one channel in your middle ring because we don’t want you to waste valuable time testing channels…..

Yet doing too many things in parallel leads to errors from lack of focus, which means the number needs to be somewhat low.

for each traction channel in your middle ring, now construct a cheap traction test you can run to determine if the idea really is good or not. these tests should be designed to roughly answer the following three questions: 

  1. How much will it cost to acquire customers through this channel? 

  2. How many customers are available through this channel?

  3. Are the customers that you are getting through this channel the kind of customers that you want right now?

After experimenting and assessing the results according to the KPIs you have set for the channels, you are going to move only the channels that achieved Traction meaning the channels that achieved their goals or even exceeded them to the inner ring.

The Inner Ring: What’s Working

The third and final step in Bullseye is to focus solely on the channel that will move the needle for your startup: your core channel.

If all went well, one of the traction channels you tested in your middle ring produced promising results. In that case, you should start directing all your traction efforts and resources toward this most promising channel. You hit the Bullseye! you’ve found your core channel. 

At any stage in a startup’s life cycle, one traction channel dominates in terms of customer acquisition. That is why we suggest focusing on one at a time, but only after you’ve identified a channel that seems like it could actually work.”


  • It’s important for you as a business owner to avoid spending all your budget on one channel when testing.
  • Understand the Bullseye method and implement it carefully and with patience to avoid making mistakes that would decrease your ROI (Return Of Investment)
  • Set solid measurable KPIs that can guide you towards achieving your goals.

If you decided to read this blog post then that means:

1- you have consistent traffic to your website
2- you lose that traffic and have no way of connecting back to them 

Having consistent traffic running through your website is important as per research ‘it takes 7 interactions with your business for a consumer to contact it’ these interactions vary between interacting with your business on social media, visiting your website and moving through its pages to actually filling in their e-carts.

However, what happens to those who left their carts full and left or old customers that have become unresponsive or those who scrolled through and stopped at certain products of yours and then bounced of the website ?


These people represent the majority of your traffic as new studies have shown that only 2% of people actually do purchase from the first time they enter your website. That means that 98% of your traffic leaves on the initial visit.

Retargeting Ads:

These are ads designed to retrieve all the website visitors back to that website!
This could be done on different Channels:
– social media
– Google platforms: Google Search, YouTube

If you don’t know yet which channel  is the most successful for your ads then you need to test all the platforms related to your business to see which is the most successful and run with it

Benefits of retargeting: 

  1. Increases Brand Recognition for your prospect customers. 
  2. Has a lower cost than regular display ads since the targeted audience are already interested in your business.
  3. Higher CTR percentage as studies have shown that “the average ctr for display ads is 0.07% while the average ctr for retargeted ads is about 0.7%”.

Who to retarget and how? 

There are five stages in the customer journey and 3 stages in the marketing funnel.

The two funnels correlate with each other. If your business is young then you only need to focus on MOFU (middle of the funnel) audience but, if your business has been standing for a while then you will need to focus on MOFU (middle of the funnel) and BOFU (bottom of the funnel) audiences.

MOFU: targets the Considering, Intention stages of the sales funnel; mainly people who are well aware of your company and brand and are interacting with your content.
BOFU: targets the Purchase stage of the sales funnel ; mainly people who want to purchase or have already purchased your products or services.

And in this article we are going to focus on MOFU

Now you know who you are targeting, before we see what type of content you need to offer them in your retargeting ads, let’s identify two kinds of retargeting ads; static and dynamic. 

  1. Static retargeting ads: are generic ads meant for raising awareness and solidifying your brand more in the minds of your prospect customers. Moreover, in your business stage it isn’t used as much to drive in sales conversions 
  2. Dynamic retargeting ads: these are ads specifically made for your traffic’s behaviour for each behaviour there is an ad;
    People adding a bag to their wishlists
    People adding a bag and a matching belt to their cart
    People scrolling through the bags section and then bouncing
    These are all behaviours that you can track, identify, and react to with your ad copy and you will be using this type of an ad more as it is more effective 


One way to go about your content is to focus on the benefits of your product or service, how will it solve the problems your prospect customer has.
The other way is to actually represent the psychological state your customer is going to be in once they do purchase or subscribe to your business.

Two days ago I saw an ad on Instagram for a bags company, i was really interested in their ad so i clicked through to their website, from there I scrolled a bit and left, less than an hour later I was scrolling Facebook and what do you know, the same bag company was retargeting me with what I have to say a very compelling carousel ad 

The ad showed one of their products in a different colour than what I was searching for; maybe they thought I wasn’t impressed by the colour or design and wanted to offer me something else!

The important thing is that they successfully made a mark in my brain or else I wouldn’t remember to include them in my blog!

Creating the perfect retargeting ad depends on how much you know how your buyer thinks, what they want, and how your products are going to affect their lives!
Yes their Lives, even if your product is a scrunchy; it’s basically a hair tie but maybe it doesn’t get untied easily so women can wear it while practicing!!!

Guess what pain point does your product solves… worrying that’s the one.

You are probably saving those women hours per month on tying their hair while they are in the middle of intense training, those hours if saved could get them to the next level.

When to retarget customers with ads?

In a recent study where Stanford Graduate School of Business marketing professors Navdeep Sahni and Sridhar Narayanan say: “If a user is not advertised to in the first week,” they write, “advertising later might not be effective.”

Our world is so fast now and we are more distracted and unfocused as ever, the retailers need to remind the consumers with their products/services, otherwise they will go out of our heads forever!!!


Know who your audience is and write/design to attract them to your products more and more and keep in mind that time is of the essence. This way you can increase your revenue rate and earn yourself new customers.


Last time we discussed the KPI of the Click Through Rate (CTR) in your ad campaign you may want to refer to that article before proceeding with this one.

Now you have traffic to your website presumably a blog post. What are the KPIs that could be applied to that page? Could be:
– Email subscription:
– internal links click through rate

1- Email subscriptions: did the blog visitors got interested enough to decide to subscribe to your email list? If yes then that’s an indicator that your content is beneficial for your visitors
However, if the blog page isn’t converting this could mean that your page is lacking in some aspects.
Page optimization depends on numerous aspects;
content is definitely a main concern here, For your visitor to willingly subscribe to your newsletter you need to establish your authority in your field which mainly is represented through your content. So until that’s been optimized; even if your visitors subscribed they will soon unsubscribe if unbeneficial content kept reaching their inbox.
Your content is the doorway on which your reader stands, so here are some tips when writing content on your website, these might seem redundant however they are the main core behind any page optimization for conversion:
A- do your research before writing a single word: doing research on your topic gives you an overlay of how your competition are choosing to handle your topic of choice. From there you can find a different angle to tackle it through your style.

B- keyword search is a fundamental step to enhance your SEO and exempt you from writing a blog post using keywords that don’t have a good search volume. for this you can use tools like:
– Google ads: keywords plan.
– Ubersuggest which is a free tool developed by Neil Patel.

C- It’s recommended that you outline your points before the actual writing process begins, but some writers like me only prefer to do that when the blog topic is diverse and correlated so that I don’t lose sight of the bigger picture or lose some points here and there.
At the end of the day you have the freedom to do what’s working best for you.

D- Embed the brand’s tone of voice when writing, it will make your writing unique and will leave a mark in your readers’ minds for a longer period.

E- Base your knowledge whether it’s in the form of tips and tricks or basic information on solid tactics and proofed strategies; here’s where the research you have done before writing kicks in as it boosts your credibility with your readers and establishes your brand as an authority in your field.

F- Don’t follow the same patterns of the articles you have read on the same subject, because your reader probably did read them as well. Instead turn the subject on its head and give your reader a fresh perspective, one that lights up their interests and ignites their curiosities.

2- Internal links click through rate:
Internal links within your blog could lead the reader to a different blog post that’s related to the same subject the reader is reading or it could lead to a product or service that you are offering through your blog post, hence you can test:
A- Different call to actions on the same content by driving traffic to these two same blogs with different CTAs and see which one converts best and use it from then on.

B- multiple products and gauge the interest of the traffic to these products to learn which is selling and which isn’t.

All of this benefits in expanding the value you are giving the reader which directly increases their time spent on your website and enhances their impression of your brand.

This means that if you succeed to increase the internal links click through rate you will significantly decrease your page bounce rate.
This is all related to the success of the key performance indicator of your ad post CTR. This all won’t be happening if it was low. As the overall KPI is measured as a process not just a phase!

Hit us up with your queries when it comes to page optimization in the comment section below and we will reply to them ASAP!


The importance that lies within analyzing your ads is immense; as that analysis is compared against the ad’s goal and whether or not it reached it .

This action of comparison is referred to as Key Performance Indicators or KPI for short.

Without KPIs you won’t be able to understand your data or measure it per your goals, which could mean losing time and money without value or success, however with KPIs you can set a tangent to measure whether your ads are drifting away from their goals or staying true to them.

Neil Patel elaborated in his article on different KPIs and which are reliable to measure against and which are useless.

Let’s say you made an ad and it’s goal is to drive traffic to a blog post then your KPI is CTR (click through rate), however you define whether or not the percentage of CTR is successful by the actions taken from that traffic, i.e: 

  1. Did they sign up for your newsletter after reading the blog?
  2. Did they latter on purchase from you and what was that percentage of conversion? 
  3. Did the converting rate earning you enough money to sustain the ads or is the ad cost higher than the conversion rate?

All of these questions are related to your campaign’s success. Depending on the answers you can rate and improve as you go.
So if your CTR is low; hence you aren’t getting enough traffic to the website, you could need to:

  1. Reconfigure the ad’s content or design.
  2. Consider the ad’s frequency maybe you have shown it to the same audience -in case of a small audience- a number of times so they grew unresponsive to it. 
  3. Readjust the ad’s target audience.

Bottom line is that defining you KPI depends on the ad’s goal and it doesn’t just stop there it’s related to further processes ones we intend to discuss further with you.

“Xou Xou: This mobile phone holder business grew its cross-border sales when it used Facebook dynamic ads for broad audiences—and saw 1.8X higher sales when it added lookalike audiences to the mix.” ~ Facebook case studies

Facebook lookalike ad feature is used to target people who are like your clients. 

Business owners go for this type of ad when:

  1.  their audience is already saturated with the company’s ads, in cases where your audience have seen your ad multiple times and in a non-responding mode to it. 
  2.  their ads aren’t performing as they used to, which increases its cost, leaving you paying more money on the ad and still being far from achieving your goal. 
  3.  they want to target the lookalike audience of their clients but on a different platform; say your business has an email list from your website and you want to target the lookalikes of these people but on Facebook.
    This feature gives you the freedom to connect with people on different platforms, and not any people at that but exactly those that represents your ideal customer persona.
  4.  you wish to scale your business forward and increase your client base; taking your business to a new level but limiting the risks of attracting non-ideal customers is one of the major benefits this feature offers. Allowing you to scale your business with lookalike almost guaranteed to purchase customers. 

Things to look for when making a lookalike ad:

1. When making a lookalike ad you need to base it on custom audience; basically the set of clients that you want the ad to reach their lookalikes.
Your chosen custom audience is a minimum of 100 people from the same country and we will explain further on the importance of that later on in this article, and based on the ad’s goal you choose the correlating audience.

You have options between the following to base your audience on: 

I. Using your own sources:

A-  Website Traffic:
This could be tracked by adding a pixel code to your website that links to Facebook. You can also segment this traffic on Facebook by page ; i.e. if you only want people who visited your checkout page per say.

B-  Customer List:
You can upload your customer list to Facebook or if you are using Mailchimp then you can link it to Facebook and the list will be imported from there.

C-  App Activity:
An app event is an action that takes place in your app or on your web page such as a person installing your app or completing a purchase. Facebook App Events allows you to track these events to view analytics, measure ad performance, and build audiences for ad targeting.” ~ Facebook Business

D- Offline Activity:
Activities that occurred with your customers in real life.

II. Using Facebook sources:

A- Video:
This could be specified by video interactions or people who watched 25% or 50%…etc.
Again this is based on your ad’s purpose.

B- Facebook lead form:
These are the people who filled in your lead form on Facebook if you have one set up.

C- Events:
If you have set up a code to track certain events on your website.
i.e : pressing the signup button.
This would be considered an event and the tracking code will link with Facebook in order for you to customize your audience based on these people if your ad’s target matches their persona.

D- Facebook page:
This could be any interactions happening on your page as the following:

2. Be careful when setting the ad’s country as you need to be specific on which country within your custom audience you prefer to focus on to avoid increasing the reach without it giving the desired results.

We gave notice earlier that the minimum number for custom audience is 100 people from each country this is necessary for you to target people from that country and you can add more than 1 country if your custom audience is big enough to allow you to do so.

3. When setting the ad’s reach the scale is from 1% to 10% with 1 being the closest match to your customers and 10 being the furthest match; so you need to be as close to 1% as possible for the ad to achieve its goal.

Also keep in mind that when increasing the reach further to 10% you risk overlapping with your own audience who already are saturated with your ads.


Lookalike Facebook ads is a great tool that features major benefits for business users.
Keep in mind to:
1- Identify your goal with the ad.
2- Form a custom audience that fits the ad’s goal.
3- Target countries that your custom audience is from.
4- Adjust the ad’s reach to reach ideal lookalike customers.