How to use Facebook Ads for e-commerce marketing? Is this question give you nightmare? Follow this guide and get your online business on track.
Social media sites are constantly changing their algorithms to personalize what users see in their feeds. As a business, the chance of your target audience seeing your organic content on social media is lower than ever before. It’s becoming increasingly necessary to pay to play. So, if you want to use Facebook to boost your e-commerce sales, you should consider Facebook Ads. That means paying money for ads. But nobody would like to throw money at ads that won’t convert to sales. Facebook Ads are good for more than getting targeted traffic to a site. E-Commerce businesses can use Facebook Ads at any stage of their sales funnel.
If you want to improve the success of your e-commerce store, you might not know where to begin to find a bigger target audience. There are so many tactics and strategies that you can implement. At times, it can probably feel a little bit overwhelming.
As the largest social media network, Facebook is an excellent platform for ads. Properly targeted Facebook ads for e-commerce can be very helpful for any online business. If you are not running Facebook Ads now, chances are good that you’re missing on a lot of opportunities to make money.
Imagine an advertising tool that helped you reach your ideal customers based on what they like, their interests, and their behaviors. A tool that saved you time and money by optimizing your ad delivery to get your message in front of those most likely to convert. That’s what you get with Facebook Advertising. Nowadays, it’s a platform that many e-commerce entrepreneurs use, especially those just starting without much advertising experience or a big budget to spend. Anyone can fuel their business growth with Facebook ads, as long as, they are willing to learn the basics.
How to Create Facebook Ads for E-Commerce Marketing Strategy?
People are on Facebook to chat with friends, to see friend’s photos and updates, to meed old friends and so on. You can’t immediately start selling your products or services to people who don’t even know you. They have to understand who you are first, what you can offer them second, why they need you third, and why they have to buy from you instead of your competitors.
Therefore, you have to earn their trust in the first place which you can do using three different phases:
- Brand Awareness
Brand Awareness Campaigns
In the first phase, Brand Awareness, your goal should be limited to make people connect with the brand/product/service. Once they know the brand, they will know who the company is, what they can buy from them, what its standards are, and the benefits of investing in their product/service. The first campaign is focused on growing the page to increase the number of targeted fans. By doing so, this will discover people who are genuinely interested in investing in a related product/service.
In the second phase, Engagement, your goal is to establish a relationship with the fans of the page. Your aim should stick to receiving likes, comments, shares, and maybe questions about how to buy the product or the service. You can use some explainer videos here which will immediately highlight the benefits, the advantages and/or the main strengths of a product or service.
Campaigns for Conversions
The third phase, Conversion, is focused on selling the products to people who already know this product because they are a fan of the page or have visited the e-commerce site several times before deciding to buy.
Remember, Facebook Ads are extremely powerful for e-commerce that promotes a special offer or discount or free shipping.
One of the most difficult things to achieve when striving to succeed with e-commerce is getting visitors. You may have created the best online store in history with a perfect design and the best prices, but it’s all useless if nobody sees it. There are countless options to make it work:
- Search Engine Optimization (SEO)
- Google Adwords
- Content Marketing etc
However, there is a perfect way of generating traffic that many e-commerce sites don’t use; Facebook Ads.
Why Should You Use Facebook Ads for E-Commerce Marketing?
Facebook Ads is the name of the ads platform from Facebook. When you scroll down through your timeline, in between the posts from your friends and pages you will see ads in the form of sponsored posts from different brands. The biggest strength of Facebook Ads is segmentation. By creating personalized audiences, you can show ads to only the people that you want to see them. If you have e-commerce about products for dogs, it’s not worth spending your money on showing ads to people who don’t even own a dog, is it?
So, What Do You Need to Advertise on Facebook?
To advertise on Facebook, you only need to create a Facebook page. You can do that in less than five seconds from your account or by using Facebook for Business. Once you have the page, choose the option “Brand or Product” and select the category that best describes your store.
After doing that, it is recommended that you fill in all the details about your website, upload the profile, and cover photos to get some likes before you start advertising. It’s always good to have some likes before you start advertising on Facebook. If you already have a fan page and you post often, you already know the message shown by Facebook that invites you to promote your posts and reach more people. This is the fastest and easiest way to boost your post visibility, but it shouldn’t be considered a proper campaign.
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Guide to Help You Do Great with Your Facebook Ads for E-Commerce
With over a billion users, using Facebook Ads for e-commerce is a literal goldmine for businesses. And with such a huge number of users, the reality is that almost everyone is using it to their advantage. So why not join in and reap the same benefits yourself? Here are a few ideas that might help boost your Facebook Ad strategies.
Step 1: Use Multi-Product Advertisements
As the name suggests, the multi-product ads will allow you to showcase several products at the same time on Facebook. Using this type of ad can be very helpful for several reasons:
- This type of ad can help boost conversions as the more products that a potential customer can see, the likelier that the customer will click on an ad.
- It can be used to showcase the various features of a product
- It gives more options to customers
More importantly, there are indications that multi-product ads work. This type of ad is more efficient when compared with other types. According to a study, companies experienced up to a 300% increase in their click-through-rates after they used multi-product ads. Also, here are some more interesting figures from an Adobe study:
- The CTR (Click-Through-Rate) increased from 50% up to 300% of brands who used multi-product ads
- The CPC (Cost Per Click) decreased by up to 35% because of higher engagement.
- It resulted in more efficient CPA (Cost Per Acquisition)
However, not all companies that use Facebook Ads of this sort will experience that rate of increase in their CTR. Because there are still other factors that should be considered but the number is still significant and should be food for thought for any business owner. And it is a great way to start how you can exploit the opportunities offered by Facebook Ads for e-commerce.
Step 2: Run Retargeting Campaigns
If you have been running your e-commerce business for some time now, then you know that most potential customers end up leaving their cart without completing their purchase. To be exact, 72% of online shoppers end up abandoning carts. You don’t need to be a rocket scientist to see that it’s a pretty huge number! Interestingly, only 8% of those who ended up abandoning their carts will come back.
That’s a major missed opportunity because those customers have expressed their interest already about the product being sold. Think of the possibilities if you could just get them all back. Or at least most of them. So, what do you do to get them back? This leads us to our second tip on this list of using Facebook Ads for E-Commerce. You should run a retargeting campaign. By using retargeting campaigns, you have a chance of getting over 25% of those customers to come back. That might not be as huge a number as that of those abandoning the carts but it is still a significant one.
It makes sense for you to use retargeting campaigns. If you spend time and money on new people to convince them to buy your product, then it should be worth it to work on those who are already interested in what you are selling. They might not be as hard to convince when you think about it. You can run retargeting campaigns together with coupons, discounts, and other enticing offers.
Step 3: Make Sure You Use Conversion Tracking Pixel
If you are not aware of what a conversion tracking pixel is and what it can do, then you’re missing out on a great deal. A conversion tracking pixel is a code that is used for tracking the behavior of those who visit your site. It allows you to track the number of conversions you receive from your advertising campaign.
Conversion Tracking Pixels can also be used by Facebook to improve campaigns and target the right audience for your ads. In other words, another fantastic way to use Facebook Ads for e-commerce purposes. When you place conversion tracking pixels on the checkout page, you can get data regarding the actions taken by customers after clicking your ads. That way, you can measure your ROI more accurately. But this step should be taken way ahead before you run your campaign. By doing so, you will give Facebook enough time to learn more about the people who are converting. Sort of giving them a heads up just so they will know about those who will convert ahead of time.
Step 4: Use Video Advertisements Whenever Possible
If you are planning on other ways of using Facebook Ads for e-commerce, you should know that Facebook prioritizes video content. That means your ads would have more chances of ending up in the feed of the right people if you use video. That should be a light bulb moment that points you in a new but successfully familiar direction. Also, videos are more engaging in general. They are not as dull as other media types. Someone would be more likely to stop and watch a video than to just look at pictures of products. Stats show that most Facebook users end up watching videos on the platform daily.
The way that videos on Facebook have been set up is that they play instantly once a user scrolls over them. That catches the attention of users. And that’s what you want, to catch and then hold their attention. That’s the perfect way to use Facebook Ads for e-commerce. Of course, you would have to make sure that you create your video ads correctly. Using these types of ads will not automatically mean a better ROI for you. Your videos should be formatted correctly. They should showcase your products in action or show the best features. Also, this is your chance to be creative with how you come up with the video.
Step 5: Offer a Discount
This is a must-do step regardless of the type of platform you are using for your ads. But it is also extremely effective as one of the ways to use Facebook ads for e-commerce. People love discounts and someone who is not actively looking for the product you are selling might end up purchasing it just because of a discount offer. You can create advertisements that highlight the discount offer specifically. If you have a new product, for example, you can create an introductory discount offer to your customers.
You just have to make sure that the discount that you are promising your customers will not be disadvantageous to your business in the long run. The last thing you want is to undermine your own business in exchange for some short term success. By using the offers feature on Facebook Ads, you can minimize the gap which exists between the discount offer and the actual sale where you can lose customers. They don’t even have to leave Facebook to take advantage of your offer.
Once a customer clicks on the ad for the offer, they will get a code that they can use. Now, another advantage of this method is that you can show the number of people who have taken advantage of the offer. This so-called social proof is a great way of convincing people that they should grab your offer. If others are enjoying the benefits of the offer, then why shouldn’t they? That’s the mindset that you would like potential customers to have.
Step 6: Boost a Past Post
It is understandable if you are hesitant when it comes to creating a new advertising campaign. There is just no way for you to be sure whether it’s going to be successful. While doing business involves taking risks, it can be scary. So if you want to be a little warier or careful than usual, then no one is going to blame you. That’s why it makes sense to just boost an existing post. Yes, even this can be a way to use Facebook ads for e-commerce successfully. You can use this feature to boost an advertisement that has already proven its effectiveness in the past and get it out there again. By doing so, you can minimize the risks that you are running.
Using this feature, you can choose to promote those who have already liked your page or to a new audience. Both options have advantages and disadvantages. The great thing about this ad feature is that you are almost guaranteed to get results through it. After all, the past post already has a track record of success.
Step 7: Use Posts That Aren’t About Selling
Your goal with your e-commerce business is to sell your products but not all your ads should be about selling. Does that sound like a contradiction? How can this be included in a list of using Facebook Ads for e-commerce marketing, then? There’s a good reason for it. People tend to stay away from obvious advertisements because they get so much of it online. It can often be overwhelming. So, sometimes you may just have to post something creative and informational without trying to convince people about buying your product to make them aware of your brand. If you’re not going to sell on your ads, then what can you promote there? One thing that you can post about is an event related to your business, brand, or product. You can get creative about the nature of the event that you will be promoting.
Just make sure that the event has a real connection with the nature of your business. If you are selling clothes, then maybe you can host a fashion show. If you are selling skateboarding accessories, then you could create a skateboarding competition. Creativity is the name of the game here and you should have fun figuring out the best way to sell without seeming to.
Step 8: Improve Your Brand Identity
Incorporate your branding into your social content as much as possible to improve your brand identity. But what exactly is the brand identity and why is it so important? It’s how your brand, business, and products will be known and perceived by customers. Once you have built, a solid identity for your brand, people will instantly recognize it.
You must be careful when considering what identity to create as it can backfire. If you don’t have a graphic designer on staff, strongly consider hiring a graphic design agency. Use posts to show the audience what your brand is all about. It helps if you have some sort of advocacy that you can identify with. That will make it easier for people to somehow have a connection with your brand without it seeming forced.
These are just some proven tactics that you can follow when using Facebook Ads for e-commerce marketing and to help give your business a boost. Using these steps will improve your chances of getting more sales and improving your ROI. Just because an initial attempt isn’t successful, it doesn’t mean that you should give up on Facebook as a platform for promoting your business. It might take several attempts to find the right formulae. That’s why you must consider all of the ideas that are listed here.
Remember, Facebook is the largest online platform in the world where you can connect with your market and audience. It’s worth your time and money to invest in it.