Some products demonstrate significant potential even without marketing investment. These "High Potential Products" often show strong organic performance through metrics like high page views or organic revenue. With targeted promotion, these products can thrive and even become your next Bestsellers.
However, platforms like Meta prioritize engagement-based algorithms, which can overshadow high-potential products in favor of those with higher interaction rates.
Problem
Despite their potential, products with strong revenue metrics often remain hidden because Facebook's algorithm prioritizes engagement over other factors. This means many promising products fail to receive the exposure they deserve.
Solution
Using Google Analytics (GA) product performance data, primarily product page views, and website revenue, you can identify "High Potential Products and create tailored product sets for targeted promotion. By promoting these products, you can:
Uncover new Bestsellers.
Drive sales from audiences already inclined to purchase.
Push high-potential products into the spotlight.
Setup
Access Product Analytics: Navigate to Product Analytics.
Select Your Channel: Choose the specific channel (Meta/Google) you want to operate in. Navigate to Product Sets for Meta and Product Groups for Google.
Create a New Segment: Define filters for Hidden Gems. Generally, these are low-spending products with high organic revenue or strong performance metrics. So, metrics for them can be Spends less than average spends and Blended ROAS greater than average.
Build a Segment: Save the segment as a Product Set (for Meta campaigns) or Product Group (for Google campaigns).
Activate Campaigns: Use these sets/groups to drive targeted Meta or Google promotions.
How-To Guide:
Refer to our official documentation for the detailed process to create Product Sets and Products Groups.
Best Practices
When to Use High Potential Products:
Boost ROAS: Increase return on ad spend by promoting high-performing products.
Identify New Opportunities: Find products with untapped potential.
Solve Exposure Issues: Showcase high-potential products overlooked by algorithms.
Recommendations:
Run Advantage Plus Campaigns alongside catalog linked Ads in Meta and Performance Max campaign type in Google.
Allow 3-4 weeks for testing and discovery.
By strategically leveraging Hidden Gem segments, you can unlock new growth opportunities and optimize your campaign performance!