Much is said and commented on the true effectiveness of FB for online stores, today we will see some hacks that have been very interesting in our day to day.
In all Ecommerce, there are things that are what the sap of a tree are for your online business:
- More conversions that increase your sales.
- More relevant traffic, instead of accidental visitors.
- Getting your customers to buy again on your website.
- 1 Why should you be interested in FB ADS?
- 2 Prepare and channel your Facebook Ads campaigns
- 3 Where to advertise on Facebook?
- 4 Types of ads for Ecommerce in FB Ads
- 5 Emotional factors that you must take into account for your Facebook ads campaigns for online stores
- 5.0.1 Take advantage of the highlights of your product:
- 5.0.2 Create comparisons:
- 5.0.3 Compare intelligently with your competition
- 5.0.4 Create Before Vs After in your ecommerce ads for facebook
- 5.0.5 Sense of exclusivity
- 5.0.6 Create similar audiences on Facebook (lookalikes)
- 5.0.7 Create stories and connect with Instagram
- 5.0.8 Install your Facebook pixel
- 5.0.9 Set up custom conversions
- 6 And, to finish … test, analyze data, detect behaviors and act!
Why should you be interested in FB ADS?
With 1,390 million monthly active users, the largest number of orders for e-commerce from social networks and a typical ROI of Facebook ads at 152%, not advertising on the platform is a missed opportunity.
If you are not sure how to start using Facebook Advertising, read on.
These are some of the strategies I use to help online retailers increase traffic and conversions.
According to Statista, the number of users in FB is growing in a frankly impressive way. (figures from Statista)
Prepare and channel your Facebook Ads campaigns
One of the main mistakes is to trust one’s own capacity or underestimate advertising platforms (although it can happen with anyone) to create an advertising campaign on the Internet.
It does not escape this FB ADS for Ecommerce, where you must define the steps, strategies and tactics of your campaign, with this you will be able to detect the faults and know why they are generating failures.
The process to follow is the following:
Define the objectives of your advertising campaign
The objectives are created through different methodologies and dictated mainly by the business:
- Branding or brand development.
- Direct sales on the website.
- Interactions to generate engagement.
We recommend you take the SMART methodology, so that your objectives have solid bases, it has a very simple approach: (we make the translation into Spanish)
- S: Specific
- M: Measurable
- A: Achievable
- A: Realistic
- T: Measurable in time
With this simple methodology, you will have a great opportunity on those who do not plan their actions.
Create a sales funnel
The sales funnel, is an ideal structure, which works in marketing to define according to the different steps of the buyer journey, what are your moments of truth, this will allow you to visualize the steps to take.
Follow the link to find an indeep guide of: How to advertise on Facebook
Where to advertise on Facebook?
In the Facebook advertising platform, you can advertise your ecommerce in different locations, you can use them according to the purpose of your ads.
You can advertise in the news section of FB, in the right column or on mobile phones in the feed.
Instagram & Instagram Stories
To advertise on Instagram, you can do it through the same Facebook advertising platform, ecommerce has a great opportunity on Instagram, since it is a platform with a very powerful visual predominance (recently we talked about Instagram, ecommerce and influencers on this blog ).
Within instagram, you also get the Instagram Stories for Ecommerce, where you can tell a story about your brand, for example how your products are made, a video of the people who work with you, testimonials from customers, etc.
Audience Network of Facebook
Just as Google Ads, it has the display platform, the Audience Network of Facebook, can help you locate yourself on a large platform of websites and mobile apps that are “affiliated” with Facebook, to maximize the reach of your advertising.
Types of ads for Ecommerce in FB Ads
Dynamic Facebook ads
The dynamic ads of Facebook, allow you to achieve that your products are shown according to the behavior of your user, that is, if for example you have searched for a particular product, you can show related articles or the same with a discount.
Steps to create your FB ADS dynamic ads (taken from the FB developers guide):
- Configure your catalog
- Create your audience
- Create and deliver ads for your products. See Dynamic ad management.
- Get information about delivery to see how people on Facebook interact with your ads. See Ad statistics.
- Use debugging tools to diagnose and solve problems. See Dynamic Ads Debugging Tools
Multi-product or carousel ads on Facebook Ads for ecommerce
These ad sequences allow your products to be displayed to your particular audience, with great versatility, we recommend you to search your main categories and build an excellent target audience segmentation, to achieve excellent results from your ads.
It is important that you have studied the buyer person and the buyer journey of your business, so you will know precisely how to segment your audience on Facebook and offer them what they are waiting for.
Video ads for your ecommerce campaigns
How do you know the video is a trend of the most powerful in the world in terms of internet marketing is concerned.
We suggest you take into account and create videos for the different stages of your buyer journey, for example if your product is unknown, you can create outreach campaigns on Facebook, so that your target audience can know that product that you surely need but do not know that you have it, or even that it exists.
Remarketing campaigns for Fb Ads for Electronic Commerce
How do you know remarketing is the technique, by means of which, your potential client enters your online store and surely leaves.
Remarketing “captures” data from your potential customer’s browser (not your personal information) and allows you to send advertising messages that can help you close the sale.
Someone who has already gone through your online store, surely has a greater interest in buying than one who has not been there before.
Remember that you must combine this Facebook ads strategy with the Google display network or other digital marketing methods.
If you have a physical store, also take into account the FB ADS of business location, to bring people close to you to your store.
The frequency in remarketing
We have all been harassed by ads that, rather than advertising, become an annoying streak that only causes something, a decline of your brand, and even the beginning of the hatred of your buyer towards your brand.
For that there is frequency…
It is the way we have to regulate how many times per day, week, month we can show our ads to a potential client, and with that fulfill the function efficiently, saving economic and time costs.
Emotional factors that you must take into account for your Facebook ads campaigns for online stores
Take advantage of the highlights of your product:
Moments such as unboxing, product reception, the first time you use it or a contest, can be excellent opportunities to share and search, for example, objectives for the first stage of your sales funnel, such as subscribing to your email newsletter.
If you have customizable products, you can offer the service through ads where you can see comparisons for different tastes, this will make your users detect the opportunity to have a unique product, within the reach of a click.
Compare intelligently with your competition
Your ads can have comparative advantages, where you name your competition (this works for well-established, NEVER personal brands); in order to make technical comparisons, with other products of your competitors that are well valued by your competitors.
Create Before Vs After in your ecommerce ads for facebook
If you sell products for personal care, where idealized images of a person, body, face are shown; Surely your ads will not be approved by Facebook.
For other types of products and services that you do through your online store, for example organic food, you can show a before & after, with a lot of wit with a prepared food for example.
Sense of exclusivity
Try to create mechanisms or formats where your clients feel that they are part of a tribe, tribal behavior is something that we carry intrinsically within our psyche as a human species, and can give you an advantage.
For example, we all want to be part of the “club” or the Facebook group “full stack programmers” or “Andalusian mountaineers”. You can create your ads with a subscription or a loyalty program, where your person buyers feel identified and motivated to follow you and eventually buy your products.
Create similar audiences on Facebook (lookalikes)
Similar audiences are a powerful mechanism that Facebook has to use the profiles of your current audiences, thereby maximizing your reach and the possibility of bringing more potential qualified customers to your ecommerce.
However, you must bear in mind that the raw material delivered to Facebook must be of quality, that is, if you deliver an audience that has not yielded good results, the possibility that this continues is the same.
Create stories and connect with Instagram
As we discussed earlier, the social world is taking the lead in marketing efforts, so creating stories, talking about your brand, the people who work there, your customers and even suppliers and production processes can help you make your brand connect with your user, that is, generate (engagement).
Install your Facebook pixel
Sometimes I think I suppose things, but it is important that you install the piece of code that Facebook ads gives you, with it you can create hundreds of strategies, configure remarketing, custom conversions, among others.
Set up custom conversions
There are conversions or events that are very important to know how the performance of your ecommerce is going, such as:
- Added to the cart.
- Add wish list
- Start payment.
- Add payment information
And, to finish … test, analyze data, detect behaviors and act!
I always advise my clients and colleagues, that the part of the work that really makes you earn money + knowledge is web analytics.
In the case of Facebook for ecommerce, you can see a very complete reporting that will provide you with the necessary information to know if you are doing well, that you can improve and ask the right questions.
I hope that this article will guide you to find the results you expect for your online business, ecommerce can be quite complex, but with a meticulous and intelligent work, you will surely succeed and multiply your conversions.