Adenlab Adenlab, Author at Adenlab

How to build an audience on Facebook: foolproof techniques

Posted on June 12, 2025October 2, 2025 by Adenlab Adenlab

Over the years, Facebook has proved its worth in terms of audience development. Given the number of users per year, this social network has become a must-have. However, it’s important to make the most of it to increase your visibility and boost your e-commerce sales.

Today, it’s difficult to simply post a message and wait for users to find you.

Indeed, with the growing number of activities and Facebook’s algorithm changes, your publications can quickly become invisible and fail to reach your audience or even your fans.

How can I be visible on Facebook? What are the techniques for reaching your audience on this social network?

How to reach your target on Facebook

To succeed in being visible on Facebook, it’s important to understand how this social network works. There are 3 ways to get your posts visible:

The paying approach

This involves setting up targeted advertising campaigns and sponsoring your posts to appear on the accounts of your fans and target audiences.

The organic approach

will enable you to reach the people in your network for free, i.e. your fans, but also people who follow certain hashtags.

The viral approach

a prospect discovers your publication and your online store thanks to the action of another user. This happens especially with publications that generate buzz. Nevertheless, shares, mentions or comments can create a viral post.

However, it’s good to know or remember that the organic approach doesn’t lead to high visibility.

Depending on the format you use for your post (photo, video, link, status) you’ll only reach an average of 6% of your fans (See [a detailed Buffer study](https://buffer.com/resources/facebook-marketing-strategy on organic Facebook page strategies).

In fact, your publication runs the risk of blending into the crowd. So either create a buzz with high-quality content, or invest in targeted advertising.

How do you develop your audience on Facebook?

Be consistent: it’s essential to have content that relates to your product or service. Build a communication strategy around your publication ideas.

In this way, little by little, your e-commerce profile will become indispensable. We advise you to bet on videos. Very fashionable in recent months, they captivate and arouse the curiosity of Internet users.

Focus on quality, not quantity: it’s better to have 500 people following and interacting with you than 10,000 phantom followers.

What’s more, don’t post every day if you can’t guarantee the quality of your publication. The more irrelevant posts you make, the more Facebook will penalize you.

Filtering: when you schedule a publication, you can choose how your post is highlighted according to people’s interests and tastes.
Create a schedule so you know when to post and how many posts you’ll have every week. Do this according to your target audience’s presence on social networks.

If you publish at midday when prospects are present at 6pm, it’s not good for your online store.

Be there. Respond to comments, whether positive or negative. Don’t bury your head in the sand. You need to respond to show your transparency.
Rely on influencers in your industry. They can bring you more visibility.
If you can, invest. Pay for Facebook ads to reach your audience. Depending on your budget, make sure you’re visible on targeted profiles. Don’t forget to analyze the results to make any necessary adjustments.

Comparison with other bidding strategies such as Target CPA

Unlike Target CPA, which focuses on cost per acquisition, Target ROAS focuses on return on ad spend and conversion value. This difference is essential if you’re looking to increase revenue without increasing cost per conversion.

Important: Choosing between ROAS and CPA depends on your specific business objectives, whether to maximize sales or control costs.

Understanding the differences between these strategies enables you to choose the one that best suits your business objectives.

Conclusion

With the application of these methods, your online store can gain visibility on Facebook. However, if you want to ensure immediate visibility of your news on your networks, you’ll need to set aside a media budget and parameterize your audiences more effectively.
Our SEA agency and our SEA experts are at your disposal to implement your acquisition strategies and targeted advertising campaigns to support your efforts on your social networks.

How has Google adapted its results to the increasingly mobile habits of shoppers?

Posted on June 12, 2025October 3, 2025 by Adenlab Adenlab

As I began this article, I thought it would be interesting to review the evolution of Google’s SERP (search engine results) and talk about the major changes of recent years.

In the end, however, I thought it more appropriate to review the information and show how Google is adapting its search engine to the growth in mobile traffic and the behavior of Internet users when searching for “products”.

All these developments naturally have an impact on campaign management, advertisers and their performance …

Part 1: Adapting SERPs to mobile behavior and traffic

With 34 million mobile users connecting to the Internet every day on their smartphones, we’ve well and truly entered the mobile era.

At the end of 2018, France had 3 million more mobile users than in 2017.

We no longer speak of “Mobile-first” but of “Mobile-only”…
This domination of mobile is only getting stronger.

With this information, it’s easy to understand Google’s need to adapt and harmonize its search engine results for both mobile and desktop users.

1. Displaying Adwords ads :

For several years now, Google has been testing and changing the way paid ads are displayed.

During 2013, a major change took place in the display: paid ads, until now identified by an orange-pink colored background, were no longer! The colored background disappears, and only a yellow tag with the word “Ads” appears next to the ad.

The timeline below illustrates the evolution of Google’s operations over the last few years.

Source : Search Engine Land

The display changes, visible above, have had an impact on user behavior and on the performance of sponsored links.

In fact, a recent study showed that over 55% of Internet users who consult Google don’t distinguish between sponsored and free links. Ofcom study summary
I’ll let you make your own conclusion 🙂

Which display for 2019?

Since 2016-2017, Google has been displaying its ads with the label “ads” or “annonce” in green.

It seems that something new is coming to the display ads this year.

Some tests are underway in the UK with a black display.
This information was published on the Search Engine Land blog.

It may only be a test run, but we’re expecting change.

2. Remove side ads

Back in February 2016, Google removed Adwords ads from the right-hand column of the SERP.

This removal was accompanied by the introduction of a fourth ad link in the “VIP square” at the top of the page.
Two exceptions:

Google Shopping ads gain visibility on the right-hand column
The Knowledge Graph

So from the 11 ads initially visible on a page (3 ads at the top of the page and 8 ads on the right-hand side of the results), we now have 7 ads visible in the results (4 ads at the top of the page and 3 ads at the bottom of the page).

Example of display on query “Seychelles stay” (to dream a little ;))

Google Ads text ads

This change of display is in line with the harmonization of the engine’s results on Desktop and Mobile, since cell phones were not displaying the right-hand columns in their results.

On the Desktop, Shopping campaign ads benefited from this space to display more products.

The same applies to the Knowledge Graph, which is also displayed in the right-hand column.

3. Expanded Text Ads (ETA)

The ETA format was an important change, allowing longer ads to be shown on all devices (computers, mobiles, tablets):

Historically, “classic” ads were structured as follows:

An ad title of 25 characters maximum
A first description of 35 characters maximum
A second description of 35 characters maximum
A displayed Url of 35 characters maximum

What’s new?

Second title line added (30 characters each)
Description lines merged (80 characters)
Customizable URL displayed (2 customizable fields of 15 characters each)

That’s a total of 170 characters; however, it’s the pixel size that counts for the display and length of the ad: a capital “M” is not the same size as a lowercase “m”, so your title may be “cut off” if the ad size is too large.

At the time, Google announced the results and benefits of this ad format:

A title that takes up more space to better showcase your products and services
Up to 50% more space for your ads (computer and mobile)
Up to 20% more CTR

Once again, the reasons given by Google for this major change: mobile.

Indeed, more than half of all searches are now carried out from a mobile device. The objective was to harmonize ad formats and display in search results.

Mobile Mobile Mobile… that’s one obvious conclusion I can draw from the changes we’ve made. For e-tailers, these changes have an impact not only on AdWords campaign performance, but also on budget allocation.

As a reminder, spending by advertisers on Google is still on the rise, and search (sponsored links, paid referencing) is the No. 1 item in the digital mix, accounting for 45% of online advertising spend (21st Observatoire de l’e-pub).

Search marketing is still dominated by Google, which accounts for almost 93% of search engine queries in France.

35% of purchases were made on Mobile in 2018 (+22% on 2017)

The second part is devoted to the major changes Google is proposing to the Shopping experience.

Part 2: Evolution of the Shopping Experience on Google

In 2014, Google had announced a change in its algorithm with what was called “Mobilegeddon” in favor of mobile/responsive sites in natural search (SEO) results;

A move designed to encourage e-tailers to speed up their transformation to more “mobile” sites, in the face of ever-increasing mobile traffic.

If we go back to Cisco’s forecasts on mobile traffic, it became essential for e-tailers (and Google) to adapt to the new uses we make of our “phones”…

Cisco’s forecasts were clear: worldwide mobile traffic will increase by a factor of 9.2 (between 2015 and 2020), at a rate of 56% per year.

In fact, to force the march towards mobile, in 2014 Google launched the “mobile-friendly” label; the label is displayed in mobile search results, signaling to the surfer that the link’s web page met the criteria established by Google.

In the same move (May 2015), and a little more radically, it’s Google’s algorithm that favors “mobile” sites in natural results.

It’s the “Mobilegeddon”: the name given to the algorithm update in favor of “mobile friendly” sites. This update would have enhanced the natural results of 4.7% of “mobile” sites.

For many e-tailers, it has been difficult to assess the impact of mobile traffic on sales, as the volume of direct transactions remains lower.

It’s even harder to understand (or accept) when this traffic is paid for.

For a large number of sites, the situation remained the same: growing mobile traffic, but too few conversions…

As a result, Google has come up with new advertising formats that are supposed to be better adapted to the product searches and shopping moments of Internet/mobile users.

1. Shopping ad format on mobile: before/after

Here’s an overview of the evolution of Shopping ads on mobile. The results are clear: more space for Shopping ads with larger images. These changes are having an impact on advertisers’ budgets and traffic.

Clicks on Shopping (Mobile) ads increased by 193% Q1 2016 in the US (Q1 Digital Marketing Report by Merkleinc).

To build on this momentum, in May 2016, Google announced that Shopping ads would also be displayed in the engine’s “Images” results.

Since then, click volume has jumped significantly on the desktop: +13%.

evolution Google Shopping ads

2. Showcase format for Shopping Campaigns

The simple fact is that 40% of shoppers’ Google searches are generic, vague searches.

Example: A search such as “sports shoes”, “evening dress”, “bedroom furniture”.

This type of imprecise search generates a lot of traffic (and acquisition costs). If I were an e-merchant, I wouldn’t want to pay too much for this type of prospect, who I imagine is still a long way from making a purchase.

On the other hand, I want to make sure that Internet users looking for a specific product can consult my offers.

During the “generic” search, you and I want to consult a wide range of products to find ideas or direct me towards a product that meets my needs.

Example: The dress I’d like to give my wife for her birthday, I think I’ll shop around on several sites to make my choice.

Today’s Shopping ads are much better at answering specific queries, and are less interesting for undecided web users.

In this example, there are several stages in the search for and use of the “Showcase”:

I search for “mirror” on Google
Google displays several “Showcases” per advertiser
I click on the advertiser, here Home Decor.
All Home Decor “mirrors” are displayed.

The “Showcase” format seems to meet my need to browse and choose from online store catalogs.

And for e-tailers, paying for clicks from more qualified prospects.

3. Mobile price extension

Last but not least … July 2016, Google introduces the price extension.
The aim of this extension for mobile text ads: to attract ever more qualified leads, by adding information about the price ranges of your products and services.

With this type of extension, we can “imagine” that Google has taken inspiration from e-tailers’ Shopping campaigns, which overall have higher conversion rates than text ads.

It’s also a way of discouraging buyers who don’t want to buy your products or services at the prices you charge.

For more information about Google Ads strategies and campaigns, please contact us!

Build engagement on your social networks: 3 strategies to adopt

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

With around two-thirds of French people (65%) using Facebook(Hootsuite, 2019), the social network is unavoidable. And to make a difference, you need to invest in this channel intelligently.

Of course, animating your Facebook page is interesting, butengaging your audience will give you more credibility. To develop engagement and win the trust of prospects, you need to involve consumers and invite them into the discussion.

How do you create commitment and win the trust of consumers?

Don’t fall into the numbers trap. 10,000 subscribers won’t do your e-commerce business any good if no one is talking to you. What’s important is that there’s a genuine discussion between your online store account and prospects.

Being on the same wavelength

To create publications that work and generate interaction, analyze your audience’s tastes and interests. In keeping with your brand image and field of activity, present content that is likely to appeal.

We need to find the right balance.

For example, if your audience likes soccer and you create a publication around rugby, it will be difficult for them to share and comment.

A publication based on their area of interest creates a discussion. Asking a question at the end of a publication encourages people to leave a comment.

What’s more, to ensure the success of an online store and develop engagement, don’t hesitate to ask prospects what they want to see.

Analyze the publications with the greatest impact to stay on this wave of engagement. Our advice is to focus on videos. It’s a type of content that arouses users’ curiosity.

Choosing the right platform

To build community engagement, you need to be present in the right place at the right time. Depending on your audience and your target audience, choose the right social network:

If you’re targeting businesses and the professional sector, it’s best to be active on Linkedin.

For 18-25 year-olds, Instagram is your best ally.
Facebook’s core audience is aged 25-45: but it remains the network with the most active members.

These social platforms should be chosen according to the type of speech and communication you want to work on.

For example, for very fast interaction, Twitter is perfect. Thanks to the ease of tweeting, this platform enables high engagement.

Being present

If you want to build engagement around your e-commerce site, regularity is your best weapon. Gradually, you’ll gain credibility and legitimacy.

Make sure your content distribution is well organized. An editorial plan is essential. It will enable you to anticipate and plan in advance the themes, types of content and publications to be disseminated.

Also read: Build your audience: foolproof techniques on Facebook

Conclusion

Our advice is to involve consumers as much as possible in order to develop engagement. Creating engaging texts makes people want to write a comment. Users will identify with what you have to say.

Remarketing and RGPD: is there a conflict between these two concepts?

Posted on June 12, 2025October 3, 2025 by Adenlab Adenlab

The RGPD came into force in May 2018. Its aim is to protect users’ personal data. With this new law, companies are obliged to ask for prospects’ consent to establish digital communication.

Remarketing puts ads in front of consumers after they’ve visited an e-commerce site. Prior to this law, no prior request is made to these prospects. How do you strike the right balance between remarketing and RGPD? These remarketing strategies are a great strength for businesses, but do they comply with RGPD rules?

The entry into force of the RGPD: rules to comply with

With this new law, digital rules have evolved. All websites, especially e-commerce sites, must take steps to keep up with these legal developments.

Nowadays, for all remarketing strategies, it’s essential to have consumer consent. It is no longer possible to collect personal information without authorization.

To this end, all websites and online stores must have a cookie-use banner. The message displayed should be clear, telling users that the online store is collecting information.

Even if the prospect does not fill in any fields, all information such as pages visited and location is retained. This data is used for analysis tools such as Google Analytics.

This marketing authorization also requires the site to include a legal notice page explaining how the information collected is processed.

With these legal obligations, how do you reconcile remarketing and RGPD?

The tools for implementing a remarketing strategy have had to evolve. Google Ads now allows users to choose between general and personalized ads (based on the information gathered).

Depending on user consent on Google, ads vary.

What’s more, for Google Analytics, it’s possible to opt out of remarketing lists. A compromise had to be found between remarketing and RGPD. That’s why the choice is left to prospects.

However, if the consumer gives his or her consent, ads from all brands can be shown to them, and may appear during their web browsing. On the other hand, if the consumer refuses these data collection practices, the targeted and personalized ads of e-tailers will never be shown, whatever the device used.

Google's reaction to these developments

In the wake of the RGPD, the leading search engine has been forced to react. Terms of use have been updated to accompany all legal obligations.

These novelties were restrictive for online stores. However, over time, a real balance between remarketing and RGPD has been found. These new laws now present real advantages for e-tailers:

Consumers, having given their consent, are open to discussion and thus willing to hear the message conveyed.

The company comes across as sincere, transparent and prospect-oriented.

Remarketing lists may be smaller than before the law, but they are all the more qualified because they are informed consumers who are genuinely interested in what you have to offer.

E-tailers save time and can convert faster.

Google Ads: improve your quality score in 4 easy steps

Posted on June 12, 2025October 3, 2025 by Adenlab Adenlab

Want to optimize the performance of your Google Ads campaigns? Increase your sales without increasing your expenses? To do so, you need to improve your Quality Score. Discover our four-point checklist to boost your performance.

What is the Google Ads Quality Score?

First of all, for the uninitiated, Quality Score is Google’s evaluation of your SEA campaigns. This score looks at the quality of the user experience, from reading your ads to clicking through to your site’s landing pages. You can also find Google’s definition of Google Ads Quality Score here.

The Quality Score can range from 1 to 10, with 1 being the lowest and 10 the highest. You can view it on your Google Ads dashboard.

Quality Score

Essentially, the Quality score (or Google Ads quality level) is an indication of how your ads and landing pages benefit consumers. To understand how it’s determined, there are three main factors that influence the score:

**CTR (Click-Through Rate): how likely is it that someone will click on your ad when Google displays it?
Ad relevance: does the ad meet the needs expressed in the targeted keywords? Does it make sense for the ad to appear when someone searches for a particular keyword?
The quality of the landing page: does the information on the landing page correspond to what the ad is proposing, and vice versa?

These three points give you a good indication of the steps you need to take to optimize your campaigns, i.e. :

Optimizing CTR
Improve the relevance of your ads
Offer your visitors a quality experience on your landing pages
… and we’ll give you one last tip for optimizing your ads

How can you optimize the CTR of your Google Ads to improve your Quality Score?

CTR estimates the probability that someone will click on your ad when it appears for one of your chosen keywords. It assumes that the search term corresponds exactly to the targeted keyword. This probability is expressed as a status:

Above average
Medium
Below average

The first two cases mean that there’s no significant problem with the expected CTR, even if it’s obvious that an above-average CTR will have a better chance of converting.

However, a below-average CTR is clearly problematic. In this case, it’s essential to modify the ad text associated with this keyword as quickly as possible (in particular, by repeating the keyword more often).

Let’s take the example of a men’s shoe salesman targeting a customer looking for sneakers. His ad group might contain the following keywords: white sneakers, city sneakers, leather sneakers, suede sneakers…

A poorly written ad would say:

Marcel’s shoes
Visit our online store to discover a wide variety of shoes and benefit from a 50% discount!

Note that this ad doesn’t contain any of the relevant keywords, which means that the surfer who typed the queries detailed in the ad group is unlikely to click on them.

Here’s what a more attractive ad might look like:

Les souliers de Marcel – City and sport sneakers
Leather, fabric or suede sneakers: discover our range of white or colored sneakers, in a wide variety of materials.
Promotion on white sneakers: get 50% off our leather, fabric or suede sneakers.

This example shows how useful it is to create two or more ads per ad group. You can then incorporate more than one targeted keyword in each ad to improve your CTR.

Please note: in addition to working on your ad text, you can also refine your keywords to improve your expected CTR. Consider removing keywords that people aren’t really looking for, or add a wider variety of keywords to your ad groups by performing a keyword diagnostic. For example, for online stores, semantic analysis to identify the highest volumes of queries by product type is highly recommended.

How can you improve the relevance of your Google Ads to increase your quality score?

The second essential point for improving your Google Ads Quality score is to consider the relevance of your ads. The objective here is to know to what extent the message of your ads corresponds to the keywords they target.

Again, there are three possible statuses for ad relevance: “Above average”, “Average” or “Below average”.

Using the keyword groups targeted by Les Souliers de Marcel Boutique (white sneakers, dress sneakers, leather sneakers, suede sneakers…), an ad with a status of “Below Average” might say:

Marcel’s shoes
Visit our boutiques located in the heart of Paris, to sport the capital’s finest looks.

This ad isn’t relevant enough, because it doesn’t include any of the keywords on which the store bids, and their content doesn’t deal with sneakers. To improve the relevance of this ad, simply reformulate it by adding these keywords.

Les souliers de Marcel – The most beautiful sneakers in Paris
Visit our Paris boutiques to discover our sneaker models in leather, suede or fabric. White or colored, the choice is yours!

How can I improve the user experience on my landing pages to increase my Quality Score?

When you’re trying to improve the Quality Score of your Google Ads campaigns, you need to analyze the relevance of your landing pages in relation to the expectations of users who have typed in the keywords you’re targeting.

Here are some useful questions to ask yourself:

How useful is my landing page to someone who clicks on the ad?
Is my landing page well organized?
Does its editorial content relate to the targeted search terms (keywords)?
Is my landing page clear?
Do the products I offer match my target keywords?

Returning to the Souliers de Marcel example, we can examine one of the enhanced ads above:

Les souliers de Marcel – White sneakers
Discover our selection of white sneakers for men, in leather or fabric.

Suppose someone searches for “White sneakers”, looks at your ad and clicks on it… only to be redirected to a landing page featuring colored sneakers.

The page doesn’t match this person’s search term, which means it’s of no use to them.

Or, suppose someone clicks on your ad that matches their search term, but they’re bombarded with pop-ups or the page takes too long to load.

These factors are likely to affect their user experience and cause them to leave your landing page.

With this in mind, make sure your landing page is well organized and contains everything the visitor needs. We recommend including useful information, related links, a clear view of the shopping cart and contact information.

Our final tip for improving your quality score: group your keywords by semantic field.

When you set up your campaigns and integrate your ads and keywords, you create ad groups in which they will be placed. To do this, it’s best to use several logical ad groups (sorted by semantic field) rather than grouping all your keywords together in a single ad group.

Example of ad groups targeting device models

The methodology we recommend is as follows: group your keywords into similar categories, then create relevant ads for each category.
For example:

Ad group: sneakers

Fabric sneakers
Leather sneakers
Suede sneakers

Ad group: Richelieu

Men’s Richelieu
Black Richelieu
Richelieu with buckles

Ad group: Moccasins

Leather loafers
Blue loafers
Men’s moccasins

In short, improving your Quality score in your Google Ads campaigns helps you maximize the performance of your advertising budget. By optimizing your ads according to the three criteria that influence the quality score: expected click-through rate (CTR), ad relevance and landing page experience, you’ll achieve better results and control your spending.

*CTR is a ratio indicating how often people who see your ad actually click on it. CTR can be used to evaluate the performance of your campaigns (choice of keywords and relevance of your ads).

Customer value (LTV), churn: measure long-term indicators with Google Analytics

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Long-term metrics such as customer lifetime value (LTV) and churn are often overlooked in analysis and optimization processes. Certainly because it’s quite difficult to track and measure loyalty using common tools like Google Analytics and Optimize. However, they can be very instructive when combined with other, more basic metrics, such as transactions or revenue. In this article, we take a look at several ways of tracking churn and customer lifecycle with Google Analytics, and suggest some even more useful solutions…

Depending on the software you use, there may be ready-made solutions. For example, on Shopify, you can use Littledata to send a more accurate LTV value in a customized Google Analytics interface. More often than not, however, there’s no good solution available and it’s necessary to make new developments on your existing configurations in your Analytics accounts. Some people often mistakenly believe that these long-term retention metrics are only relevant to a few specific types of business. It’s true that metrics such as churn rate are essential for SaaS and subscription products, yet any company that closely monitors its business should have its long-term performance metrics in place, such as loyalty rate, re-purchase rate. And we’re not just talking about tracking them, we’re talking about analyzing them and optimizing the business based on them. And we’re not the only ones! Visit Harvard Business Review points out: “Acquiring a new customer is five to 25 times more expensive than retaining an existing one. It makes sense: you don’t need to devote time and resources to finding a new customer – you need to keep the one you already have.” So, if you’ve been focusing on new customer acquisition and metrics like revenue or transactions, this is the article for you!

How do you measure loyalty indicators such as LTV and churn?

The most relevant long-term loyalty metrics for you depend on your industry, but the most common are customer lifecycle value (LTV) and churn rate. Below is a list of popular loyalty KPIs. It’s up to you to decide which ones are most relevant to your business!

Current customer loyalty measures(Source )

Churn rate
Sales attrition rate
Growth rate of existing customers
Repeat purchase rate
Product return rate
Days sales outstanding
Net promoter score
Time between purchases
Rate of loyal customers
Customer lifecycle value

User identification for Google Analytics

Almost all retention measures require correct implementation of the user ID.

This means you need to identify the user over time, even if they use multiple devices or browsers. Fortunately, in most cases, actions such as making a purchase or subscribing to a membership involve some form of authentication. While it’s possible to track retention metrics with Google Analytics alone, in most cases you’ll get much better (and more accurate) results by combining it with other solutions.

Sending retention data to Google Analytics

This solution involves sending retention data to a customized Google Analytics interface.

The exact workflow depends on the software (CRM, CMS, database, etc.) you use, but the general process looks like this. Create a custom dimension in Google Analytics (tailored to the user)

1. Create a custom dimension in Google Analytics (tailored to the user)

2. For logged-in/identified users, extract relevant retention metrics from a database or other system (CRM, CMS...)

Here’s an example with order data stored in BigQuery.

3. Make retention measurements available in the data layer (Datalayers)

4. Upload your retention metrics to the dashboard

Use Google Tag Manager to send your retention metrics to Google Analytics, using the custom dimension or metric locations/indices depending on how you configured them in step 1.

Now that this data is available in Google Analytics, you can do whatever you want with it! Here are a few examples. Using LTV in a custom Google Analytics report

LTV in the Google Analytics User Explorer report

Note the difference between LTV that Google Analytics shows by default ($439) and the value we see in the custom dimension ($2,016). This is because Google Analytics can’t track the user as accurately as your backend system or the e-commerce platform you use. The same is true for other retention metrics, obtaining accurate metrics requires custom work.

Custom segments in Google Analytics

The list of possible use cases for this type of data is endless. We therefore recommend that you create custom segments in Google Analytics for customers in the top 10% in terms of LTV to see what differentiates them from the rest of the visitors. Apart from the fact that a percentage of these customers make more/larger purchases, of course. Things like their traffic source, the pages they landed on, the A/B test variants they saw, etc. can be very informative.

Data storage and analysis on a larger scale

If you’re just starting to use retention metrics and are still mainly optimizing generic metrics such as revenue sources, total transactions and total revenue, it’s best to stick with Google Analytics.

But if you want to take it to the next level, to analyze in depth and optimize customer loyalty and lifecycle, you need a dedicated data management system. Here’s a quick, step-by-step guide:

Send all Google Analytics data to a specific data management system (e.g. BigQuery). Tools using the Reporting API (most of them) can get you started, but to get real, unsampled data at the results level, you need a tool like Parallel Tracking.
Transfer, sort and feed data from other relevant sources into your data management system. This could be your database, CRM, marketing tools, advertising platforms, customer support, live chat or any other tool that contains data about your customers and their interactions with your brand. Self-service tools like Stitch can help you get started, but we recommend more flexible solutions.
Finally, to access the data stored in your data system: you need a tool (they may be separate tools) capable of handling ad hoc queries, dashboards, automated reports and the creation of data models. Solutions like Google Data Studio will get you started. But Looker or Tableau are more powerful. In any case, the best solution will be made up of a set of tools that are optimal for you, and tailored to your specific needs.

If Google Analytics has enabled you to produce all sorts of useful reports and analyses, with the configuration above, you’ll see just how rich, not to say unlimited, the options become!

An appropriate data management and analysis system is a real competitive advantage

Not only does it give you a very good overview of the current state of your business and your customers, it also enables you to truly optimize the user experience and journey. This leads to improved retention metrics, lower acquisition costs and higher sales. Remember, acquiring a new customer costs five to 25 times more than retaining an existing one! To convince you of the benefits of an efficient data management system, here are a few examples of questions that would otherwise be very difficult to answer:

Purchases from which traffic channels are most likely to be redeemed at some point in the future? This could lead you to review your marketing budget.
Which traffic sources have the highest retention/LTV?
What is the correlation between subscription value ($) and churn?
What is the long-term impact of your campaigns or A/B experiments?
Do quick wins lead to higher churn or lower LTV?

Do data from different sources add up? Perhaps Google Analytics is missing some transactions that are in your backoffice, or perhaps some of them are duplicates? For example:

As you can see, Google Analytics is missing a good deal of transaction data, which requires further analysis. This is certainly something you should include in your Google Analytics database. And this is just a short list of ideas to get you thinking about what’s possible with the right data analysis system!

Working with automatic recurring events

It’s also important to bear in mind that some retention measures can change without the user himself doing anything. You must therefore ensure that these cases are monitored and taken into account, particularly with regard to :

Recurring orders/payments
Subscription expiry
Expiry of payment method
Modified/cancelled orders (e.g. due to a missing item).

If your data management system has been set up correctly, you should already have this information. Just make sure you include it in your analyses and reports. If you don’t have a data management system and are trying to solve this problem with Google Analytics alone, you’ll need to use a measurement protocol. Some of the most common subscription platforms, such as ReCharge for Shopify, integrate this functionality or can be solved by third-party solutions, but custom development is often required.

In short …

If in your line of business customers are expected to generate value more than once (repeat purchase, subscription, etc.), you need to start focusing on your retention metrics. Google Analytics can help you get started with basic metrics and limited precision. A better setup would be to combine Google Analytics with Parallel Tracking, but if you really want to optimize these metrics, you need a customized data management system where all your marketing data is collected. Do you have any questions about this? Contact us, we’ll be happy to discuss these topics with you and help you solve your data analysis problems!

Guide to Facebook Ads for Ecommerce

Posted on June 12, 2025August 27, 2025 by Adenlab Adenlab

Increase your sales with Facebook remarketing and targeting campaigns

Ensuring your visibility on social networks is no longer an issue, but a necessity for developing your “physical” or “digital” business.

Whether you need to raise your profile, launch a new product, generate more contacts for your sales force or simply sell more, you’ll need to use one or more social platforms to communicate and achieve your goal.

In just a few years Facebook alone has gathered over 35 million users in France 2018 (Source: Journal du Net), Linkedin 16 million (Source:Blog du Moderateur), Instagram 17 million, Pinterest 7.9 million, in France alone.

Your message needs to be sent at the right time, to the right people, where they are: on social networks.

facebook ads

Develop high-performance Facebook campaigns and leverage remarketing

Our guide will help you determine qualified audiences, launch the most effective campaigns and use the subtleties of Facebook’s advertising platform. So you can be visible on Facebook, Instagram, Messenger, mobile and desktop…

Developing your visibility through Facebook campaigns is a fairly straightforward and easy objective. However, I can imagine that it’s not your main objective.

In any case, it shouldn’t be if you want to develop your sales or increase the number of qualified leads you need for your business: you’ve heard me right, your main objective is more sales-oriented than “visibility”.

So if you’re an e-merchant or a brand, this content is for you!

Facebook tools

Have you got to grips with the Facebook tools available to savvy marketers? We’ve listed the three essential tools for managing your accounts and campaigns. In the second part of this guide, we’ll take you through the steps involved in launching and optimizing your campaigns.

Facebook has made several tools available for managing your activities on their platforms; and I strongly advise you to set them up.

What tools are we talking about? You’ve probably already created a Facebook Page for your Fans, and that’s all to the good, but the tools I’m talking about that you need to create or set up are the following:

The Business Manager
The Pixel
Catalog

If the 3 elements above don’t mean anything to you, I suggest you read on, or contact us so we can work together ( Social Ads campaign solutions and management).

THE BUSINESS MANAGER :

Facebook Business Manager navigation

If you’re used to sponsoring your posts from your Business Page, you may not have used or created a Business Manager
You can go directly to business.facebook.com

The Business Manager is the advertiser’s tool for the entire Facebook marketing suite.

From the Business Manager, you can manage all your resources, including Facebook campaigns, audiences, catalogs and pixels, as well as collaborate with partners and team members.

THE FACEBOOK PIXEL

The Facebook pixel is the piece of code that lets you analyze, track and, above all, parameterize your audiences in your Business Manager. It’s the equivalent of Google’s Analytics tracking.

Thanks to it, you’ll also find new Analytics dashboards in your Business Manager.

Installing the Facebook pixel is based on the same principle as for Google Analytics. All you have to do is install it on every page of your site.

A few more parameters are certainly worth considering, especially if you’re making sales and analyzing your conversions or download forms.

Once installed, your pixel will enable you to analyze the performance of your campaigns, as well as create remarketing campaigns to ensure that your future customers see your ads.

CATALOGUE

The Facebook catalog can be found in your Business Manager. It is one of your resources for future advertising campaigns.

Catalog integration can be as simple as adding products to a Google spreadsheet, via a Marketplace or Google Shopping feed, or by connecting your e-commerce platform to the Business Manager.

We often use the Google Shopping / Merchant Center feed to integrate all our e-commerce customers’ products.

Products are often not accepted the first time, and it is essential to create automatic rules to parameterize the flow.

Import your Catalog into Facebook’s Business Manager

You can find the details of our optimizations in our article “How to go from 140,000 rejected products to 100% of accepted products in the Business Manager’s Facebook catalog”.

Phew… the Business Manager, Pixel and Catalogue are installed!

Audiences: Target qualified prospects on Facebook platforms!

Have you analyzed your audiences on Facebook or Google? Will you need your CRM data to work on your Facebook audiences and targeting? We’ll answer these questions too, and explain the important steps involved in segmenting two main types of audience to exploit in your campaigns. In the third part, we’ll recommend a number of different ad types to help you sell your products.

DISTINGUISH BETWEEN PROSPECTS AND TYPICAL CUSTOMERS

Working on your audiences is a decisive element in the management of all your Facebook, Instagram, Messenger and other social platform campaigns. Of course, this also applies to Adwords campaigns on Google and its networks (Display, Youtube, etc.).

The Audience represents your customers, your prospects! It’s a pillar of your strategy, and a distinguished performance lever if audiences are well parameterized.

To do this, we have distinguished two main categories of audience:

The “known”: who have already visited your site and interacted with different pages.

Prospects”: who have never been to your site and may not know your brand.

Close the loop of the sales cycle with your "known" Audiences

Let’s start with audiences who have a faster purchase potential and would be likely to convert better; So I’m going to talk about the “known” audiences on which we’ll launch remarketing campaigns and use dynamic ads to offer them a personalized format; In this audience category, we can segment by the type of action performed on your site:

those who have already bought
those who abandoned their basket
those who have visited a certain number of pages
those who visited specific categories
those who have consulted your tutorials or blog posts (and haven’t bought yet)
those who participated in contests or events on your Facebook page
those who follow your Facebook or Instagram page
Your former customers, older than 6 months for example
Your customers from your CRM database

Create a Custom Audience on Facebook Business Manager

To “close the loop” on your sales, we’ll start with two types of audience creation: Customer file By importing your customer data (email, surname, first name, etc.), you can create audience lists from your CRM database. Some of our customers haven’t segmented their base and can’t distinguish between a VIP customer and an old customer who needs to be relaunched with an attractive offer. Website traffic Based on your website traffic, there are many ways to segment your audience.

In any case, I’m going to suggest that you activate the most important and most effective audience in terms of conversion, since it’s a matter of relaunching Internet users who haven’t finished their order and have left the conversion tunnel without buying your product or service (arrrrggggg!! why didn’t he buy … my offer is so top !!!!!).

Audience creation for “Dropouts

Just a reminder: the “addTocart” function (= “add to cart”) requires that your Pixel be properly configured and that it identify the various interactions on your Ecommerce site:

With the “Abandonist” audience, the challenge is to close the loop in the buying cycle of your “volatile”, “indecisive” customers, always distracted by Instagram or Facebook Stories, a message on WhatsApp, an incongruous call, an email from your colleague, a text from your children… In short, life as it is… At this stage, my advice is to set up this audience now, which will bring you rapid results!

Prospecting audiences, sensitive to your offer and with the potential to buy on your site

We’re talking here about the second major audience category, your “prospects”: those who don’t yet know your brand, or who haven’t yet visited your site.

For this group of people (because yes, there are people behind an audience), you certainly need to think a little harder, and above all know your customers’ profiles well.

Although Facebook makes it easy for you to find people similar to your buyers (whom it has tracked via your Pixel), you’ll need to test and create several targeting parameters to improve the performance of your prospecting campaigns and monitor their impact on sales.

However, we’re going to start with the simplest and use a very interesting Facebook feature: audiences of “like-minded people”.
Once you have created your “Abandoner” Audience, Facebook will suggest :

Create a campaign directly with your audience
Or to find people similar to our first audience

Create audiences of “people similar to your users”.

By clicking on “find similar people” as shown above, we are redirected to an audience page.

With just a few clicks, you can create a similar audience or a “prospecting” audience:

Creating similar audiences on Facebook

With the similar audience feature, there are multiple possibilities for targeting new prospects.

Depending on the source you’ve selected (custom audience, catalog, fan of your Page, Offline Event, your CRM base) Facebook will search for people who have the same “characteristics”.

We’re getting good at it and getting closer to our goal…

Launch a Facebook remarketing campaign: Use the right formats to sell your products and customize your ads.

We’ve already seen the tools you’ll need to prepare your account, as well as setting up the audiences you want to target for your campaign. Now it’s time to choose your ad formats and launch your new remarketing campaign on Facebook and Instagram!

After you’ve spent “a little” time on all the above parameters, it’s really time to launch your campaign!

To do so, go to the “Advertising Manager” or follow Facebook’s recommendations: create a campaign as soon as the audiences are finalized.

Advertising manager in Business Manager

Three steps to creating your ad

There are three main steps before you launch your ad:

Campaign Creation
The Creation of theAdvertising Package
Advertising creation

Campaign Creation

Create a new campaign and optimize your budget and bidding strategy

1: Create your campaign
2: Select your objective (here: catalog sales)
3: Choose the payment method for your campaign.

Between 3 options:

Lowest cost
Cost ceiling
Auction limit
Target cost

Personally, I like to use the bidding limit, which is similar to Adwords management, and the target cost.

Advertising package

Once you’ve passed these initial stages, you’ll automatically move on to the next stage of “ad packages”.

In our case, we select “all products” in the product set, which corresponds to the entire catalog we’ve integrated into the Business Manager: this is your product flow.

Products & Audience

1: Select “All products”
2: Determine your audience or
2bis: Use a customized audience that you’ve prepared in advance, as here with the “Shopping Cart Abandonment” audience we created earlier in this article.

When it comes to the “Placement” of your ads, you can choose between automatic placement (recommended by Facebook) or placements of your choice: News Feed on Facebook or Instagram, only on Instagram, only on Facebook or Messenger…

Choosing your ad placement

The next step is to determine your budget.

Creating ads

When creating your ads, you’ll have access to the different formats and types of content that can be promoted.

Depending on the objective you’ve set for your campaign, the possibilities for creating content (images) will differ.

In our case, and because we’ve chosen to focus on “conversion” and “catalog sales”, we’ll have automatic access to your product images.

Ad format and product selection in “Content

1: Select “Format” Carousel, Single Image or Collection
2: Optimize all your ad content based on your catalog

For each account we will create a number of campaigns and use several formats for our customers.

You’ll find that at this stage the creative options are multiple, and you can play with your own creativity and/or images you’ve created for your other communications.

In short, you’ve got to make people want to buy, and your visual content is a decisive factor in the sale, so be professional in your visual communications! And try out different formats.

Launch your campaigns at !!!!

The results: Analyze the performance of your ads in the Facebook report and in Google Analytics

Once you’ve launched your campaigns, it’s time to track their performance and conversion indicators. In the examples above, we’ve highlighted the products in your catalog and therefore the sales on your Ecommerce site. But you can also find other indicators to analyze your campaigns and use Google Analytics to understand the impact of your Facebook campaigns on your conversion tunnel.

reports on your Facebook Business Manager

In your Business Manager, you’ll have access to a multitude of reports, but I’d like to focus on the essentials: your sales and costs.

To do this, log in to your Business Manager and go to the “Advertising account overview” :

Quick access to the performance of your Facebook advertising account

In the report below, no parameters have been optimized to adapt the view to your needs; you can change the columns, replace them or add new elements.

In our case, we lack sales data and performance.

In the image above, I’ve shown you where to change the table view. Just click on “Column” and choose the indicators you’re interested in.

Customize your report columns

The advantage of this Dashboard is that it’s concise.
And if you don’t need more detail (like campaign-by-campaign performance), the “Ad Account Overview” is just the thing.

If you need to go into more detail about your campaigns, you’ll need to go directly to the “Advertising Manager”, where you’ll find a richer, more visual overview, as well as views by Campaign, Set of ads, Ads.

Advertising Manager Report + access to your ad placements

In the reports above, I’ve gone directly to the advertising manager, in the campaign details. This allows me to quickly see and understand what generates sales and what doesn’t (if that’s what you’re aiming for).

I clicked on the tab at top right, with the graph icon: a window opens to give you more information.

Here I’ve looked at the placement of my ads between Instagram and Facebook (which in this case are chosen automatically by Facebook): a hasty conclusion would be to concentrate solely on Instagram given the more advantageous “Coverage / Purchase” ratio.

Facebook Analytics reports

Analytics reports will take your analysis even further.

The data in these reports includes all the information collected by your Pixel; if you’re used to visiting your Google Analytics account, it’s more or less the same thing…
Here’s the “Revenues” report:

Google Analytics reports

Google Analytics reports are my favorite. Certainly because I’m used to working on them, but also to see the impact of Social Networks in sales and conversions made on the site; in other words, what attribution or how much impact Social Networks had in the final sale and conversion.

In the Google Analytics “Conversion” reports below,

You’ll see that each channel (direct, natural search, social networks) contributes to your overall e-Commerce sales.
In the example below, social networks contribute 5.49% of total conversions; and 3.3% of conversions involved 2 channels (social and direct).

Impact of my Facebook campaigns on my conversions

When embarking on new campaigns or advertising channels, it’s a good idea to look at the data as a whole. The conversion path report gives you a lot of information.

Conclusion

In conclusion, I’d say that it takes time and sometimes patience to get to grips with Facebook advertising campaigns: especially when no account has yet been created (Business Manager, Pixel, advertising account), but it also takes some technical knowledge when errors or anomalies are identified by Facebook.

However, even if you don’t manage or create your own campaigns, understanding how they work will be invaluable when discussing and thinking about new levers of action with your agency, your partners or with us.

We are of course available to discuss with you the best possible actions to achieve your objectives (see our Social Ads solutions).

Yes, Facebook campaigns are powerful acquisition levers if they’re well managed.

See you soon!

Google Shopping: optimize your end-of-year shopping campaigns

Posted on June 12, 2025October 2, 2025 by Adenlab Adenlab

It’s time to get ready for Christmas! Did you know that 8 out of 10 consumers worldwide use Google to get inspiration and information for their end-of-year shopping? What’s more, this year 58% of them plan to buy more online than in previous years. So, if you don’t want to miss out on a great opportunity for growth, discover the essential steps for optimizing your product feed on Google Shopping. Spoiler: anticipation is key!

Google Merchant Center: how to optimize your product flow for Google Shopping campaigns?

1 - Check your product flow configuration

For the creation of your Google product feed, the golden rules are:
Categorize your products in a relevant and rigorous manner
Remember to include all product variants with the correct attributes and GTIN code
Make sure that prices and currency are the same as on your landing page
And don’t include any promotional text in your product title or images.

If this is the first time you’ve launched a Google Shopping campaign, the best advice we can give you to optimize your campaign is to make all your settings beforehand. To do this :

Two weeks before launching your campaign: import a test feed
Then check that everything is working properly and adjust if necessary.
If you wish to modify your logo, you should also do so early, as it may take a few days to validate it.
Finally, one week before the launch of your campaign: integrate the new feed

Please note: promotional campaigns are examined on the same day, but sometimes the analysis takes up to 72 hours, especially during peak periods such as the festive season. So once again, if you don’t want to leave anything to chance: an-ti-ci-pez!

2 - Optimize the content of your product flow

Writing the title: To give your ad the best possible chance of converting, here are a few essentials:

propose a clear, concise title
detail your product’s main attributes (name, type, color, characteristic or reference…)
and put the most important ones first!

Product type presentation: We recommend that you describe the elements of your products precisely for your entire catalog.
Don’t hesitate to enrich your feed with the “Google product category” attribute: if you don’t, Google will generate it automatically.

Googlebot: Your ecommerce site also needs to be well optimized and categorized! That’s why we advise you to check the crawlability of your landing pages and images by Google robots, by consulting the robots.txt file.

Google Ads: examine the structure of your Shopping campaign

1 - Prepare your campaign in advance

We can’t stress this enough: to avoid any last-minute hazards and benefit from the full power of a well-planned campaign, we advise you to :

Activate campaigns and set an appropriate start date at least one week before launch.
Don’t modify your ads at the last minute: if you do, they’ll automatically be sent back for review!

2 - Optimize priority settings for standard shopping campaigns

Did you know that Smart Shopping campaigns have priority over Standard Shopping campaigns? In fact, optimization via priorities on Shopping campaigns can only be applied to Standard Shopping campaigns and not to Smart Shopping campaigns.

Common problems with accounts and items

If you are having problems setting up your Christmas campaigns on Google Shopping, they may be due to :

Inconsistencies (or missing information) in prices, shipping costs or taxes
The impossibility of purchasing for some or all users
Image overlay (e.g. promotional text in the product photo)
Failure to comply with the Google Shopping policy

If you’re having trouble setting up your end-of-year campaigns, contact Google support or your Google contact. They’ll help you solve the problem.

Need help with your Google Shopping Christmas campaigns? Save time!

You can also gain in efficiency and stop wasting time on subjects that you can leave to a team of experts: contact us, we’ll be happy to provide you with our know-how to maximize your Christmas sales thanks to perfectly optimized Google Shopping campaigns!

7 effective ways to optimize your online store’s conversion funnel

Posted on June 12, 2025October 2, 2025 by Adenlab Adenlab

Building an effective conversion funnel for your website means optimizing it in a number of ways to improve your conversions and profits. This includes a set of best practices that focus on the design of your website, not just on one aspect or another, as you want to offer your users a complete package. The conversion funnel is made up of a succession of small steps. Each of these steps will improve your chances of increasing sales on your site.

In this article we’ll look at what a conversion funnel is, the parts that make it up and the 7 best ways to optimize the conversion funnel to increase sales.

What is the conversion funnel?

Easier said than done. It’s not enough to simply offer good services and products to get on the right track and make good sales. Often, it’s a little more complicated because customers can be unpredictable.
Developing and improving your conversion funnel is a good way to improve your sales. What exactly is it? It’s the path your customer or
user must follow before reaching the cart and finalizing their purchase.
In this process, there are 4 stages and, as you might expect, at each stage, there are losses. Optimizing your conversion funnel
therefore means minimizing the losses observed at each stage.

These 4 steps are:

the Landing Page (Interest-Visit)
the Product Page (Review-Discovery)
the Purchase Page (Purchase Decision Summary)
Purchase (Customer Loyalty-Settlement)

To get the most out of this funnel, each of these stages needs to be optimized in some way. In this article, we’ll examine conversion rate optimization best practices.

What do these stages mean? To begin with, all customers who visit your site, in one form or another, begin with the landing page. This is the most important stage of the funnel, and the one with the highest drop-off rate. This is where your customers will become aware of your products and services, and you need to hook them. You’ll need to provide engaging content, such as free blog posts, articles, guides, and even video guides and demos, to pique their interest.

The next stage of the funnel, which typically only 40-50% of landing page visitors reach, is the product pages. At this stage, users will be curious about your products because you’ve hooked them with an interesting landing page. This is a crucial stage, and this is where you need to provide healthy and interesting product pages. Talk about your products and provide some value, but don’t forget to include specific details that will interest certain customers.

Once customers decide your product page is compelling enough to buy, they enter the shopping cart phase of the funnel. This is a crucial step on the path to purchase, and poorly designed shopping carts are often the reason people abandon their purchases. They may add products to their cart, but never complete the purchase. There are a few best practices that can reduce the number of cart abandonments.

The last step is the purchase, when users decide to buy something it is important to have a good payment system.

Now let’s look at some of the best ways to improve your funnel overall.

Optimize your sales and your e-commerce funnel in 7 effective ways

Photo by Pickawood / Unsplash

Target ROAS uses artificial intelligence to automatically adjust bids, optimizing conversion values and ROI. Using advanced algorithms, Google Ads adjusts bids in real time to maximize performance based on your Target ROAS settings.

1 - Attracting customers via social networks (arousing interest)

The first stage of the funnel is marketing, which involves guiding visitors to your landing page. Social network marketing, in other words: being active on different social media platforms, has several advantages. Some 90% of marketing professionals believe that social networks offer broad exposure for their business activities.

By being active on several platforms, you can :

increase brand awareness
drive more traffic to your site
increase customer loyalty
improve your search engine rankings
boost your conversion rate

Facebook is a social network known to almost everyone, and has a large number of users. For this reason, it’s important to develop a high-performance tactic to attract Facebook users to your site. From 2018 to 2019, Facebook use by marketing professionals in the US rose from 86.3% to 86.8%, and could reach 87.1% in 2020.

Facebook ads are great, but they’re not enough. You need to design powerful ads to effectively promote your products and create a Landing Page that will make your visitors want to go deeper into the conversion funnel.

2 - Offer free, attractive content on your landing page (Interest phase)

The purpose of your Destination Page is to attract Internet users and make them want to buy your products, or at least to capture their interest. People choose pages and products that are of value to them, and at this stage, it’s just the right thing to do.

These could be short blog posts about your products and services, or a variety of promotional items.

3 - Use product proofs on your product page (Reflection phase)

When you present your products on your site, it’s important to display some kind of proof, a confirmation that your products are worth customers’ time, money and perhaps effort. The best way to do this is to display social proof (customer reviews, helpful messages or comments) on the product page. This will make your products seem more interesting.

According to a Minter report, 70% of Americans look for reviews on review sites before making a purchase. The good news is that BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations.

4 - Optimizing your Product Pages (Examination/discovery phase)

The next step is crucial and indispensable (if you haven’t already done so): optimizing Product Pages.

This means giving customers all the information they need. Product descriptions don’t have to be boring, for example, describe how they would feel, but make sure they also include technical information.

Also include practical call-to-action buttons on your site, enabling customers to buy quickly and providing all the necessary information: shipping, costs and fees…

You can find great inspiration for your CTAs, but make sure they’re fun, unique and irresistible.

When it comes to optimizing a Product Page, web analysis is a must, especially qualitative analysis tools such as traffic maps and site path analysis. They’ll help you answer all those “Why?” questions during the optimization process.

5 - Using software to track discharge intentions (Basket stage)

Too many shopping baskets are abandoned along the way. Fortunately, there are many things you can do to reduce the number.
One of the best things you can do is create a pop-up message when the customer is about to give up.

You can do this with exit intent trackers, which can be very effective in this respect.
You can combine these trackers for an even more effective result. For example, Pixojet uses a pop-up linked to an intent tracker and a time spent tracker.

6 - Optimize your check-out (Shopping cart stage)

One of the most important parts of your conversion funnel is your Checkout System.

7 out of 10 visitors give up buying at this point. That’s a huge number. But there are a number of key ideas for reducing it:

One study showed that around 30% of buyers gave up at this stage when asked to sign. Instead, offer order validation or automatically create a user account.
Consider product prices that include shipping costs. For example, NuFace, an online beauty distributor, increased its orders by 90% by adding a simple “free shipping on orders over $75” banner.

Adapt your site to all types of media. In practice, this concerns buttons to tap (ergonomics), loading speed (reduce the number of images), ease of navigation (align / organize forms vertically).

7 - Offer and promote a loyalty program (Loyalty Stage)

The last stage is the one that never ends: building customer loyalty. This is an ongoing process aimed at creating long-term relationships. Here, you can offer a program with discounts and special offers to those who buy from you more than once. You need to promote this program so that customers are aware of what they gain by remaining loyal to you.

In one report, 84% of consumers say they prefer a brand that offers them a loyalty program, and 66% add that being able to earn rewards changes their purchasing behavior.

Conclusion

Improving your conversion funnel is the top priority in your business. If you make it so, and if you embrace this process of constant improvement, the results shouldn’t be long in coming.

Audience exclusion: How not to wear out your prospects

Posted on June 12, 2025October 2, 2025 by Adenlab Adenlab

To guarantee the success of an e-commerce business, the first idea you have is to communicate with as many people as possible, and thus reach as many people as possible. But this isn’t exactly the right strategy.

Talking to everyone and anyone at the same time can be detrimental. To avoid tiring out your potential customers and approach qualified prospects, it’s sometimes a good idea to make a number ofaudience exclusions.

Who to exclude? How do you do it? And communicate with the right audience?

Boost your ROI with audience exclusion

It may seem contradictory, but communicating with fewer people allows you to increase your sales. And audience exclusion has many advantages that you shouldn’t ignore when it comes to the success of your e-commerce business.

Firstly, by targeting fewer prospects, but with greater precision, you’ll reach the most qualified people likely to buy your products or services.

After all, your objective is to communicate with people who have an interest in your products, not to communicate with the whole of France; it’s your Return on Investment that’s at stake, whether you choose to promote your products on Google, Instagram or Facebook.

With audience exclusion, your ads are more effective. They have a real impact on prospects and motivate them to buy. Your message has more impact, and you can control your smart spending too.

Which audiences should be excluded and how?

Depending on the type of campaign and your objectives, you can exclude from your targeting various types of audience known to your site

Your customers

It’s very common to find customer exclusions in your campaigns. This is because, when you’re implementing a prospecting and new customer acquisition strategy, it’s not necessary, or even counterproductive, to target your existing customers;

Therefore, use Customer Match audiences in your campaign’s audience exclusions.
This setting is valid for both Google Ads and Facebook Ads.

Customized segments

Thanks to Google Analytics features, it’s possible to create personalized audience segments and list them for use with Google Ads audience parameters.

The segment tool allows you to filter according to a multitude of criteria (location, session on the site, conversion value, gender, age ….) and thus create user profiles that you would like to better understand and analyze for future optimization actions.

Segment creation tool in Google Analytics

For example, you could create a segment of unqualified users: who would not have taken any action on the site, who would not have stayed more than 10 seconds, who would not have converted with a very low value…

It’s a good idea to identify those segments that won’t interest you in the future, and to exclude them from your acquisition campaigns.

Good exclusion requires effective data analysis and an understanding of who is really interested in what you have to offer.

With these segments identified, apply audience exclusions within ads. These exclusions are to be implemented on Google Ads as well as on Facebook Ads.

Don’t hesitate to contact us. Our SEA Ecommerce experts will be able to analyze your campaigns and propose a customized action plan to optimize your account to the maximum and tap the most responsive audiences.
Adenlab is a Google Partner Premier and Facebook Ads certified SEA agency.