In the current environment, marketing has become a ‘necessary evil’. With the amount of competition any business (new or old) has to face, marketing is an essential tactic to make your product more visible to the public eye. Marketing campaigns help you in standing out among your competitors. Marketing also allows you to get more eyes on your products and can aid in better targeting your intended audience. When it comes to different types of marketing, social media marketing cannot be ignored. Social media has become a big part of our daily lives. Most people spend most of their daily time on social media. All businesses take full advantage of the benefits of social media marketing. Social media marketing involves account creation on all major platforms and posting content that is creative and engaging.
Advertising on Facebook
When it comes to social media platforms, Facebook cannot be ignored. With 3 billion active users, it is sufficient to say that a lot of people visit Facebook daily. This also means that Facebook is an excellent platform to reach new customers through the power of Facebook ads. To start advertising on Facebook, you first need to create a Facebook business page. If you are someone who runs an e-commerce store, then advertising on Facebook via Facebook ads is a no-brainer. Statistics have shown that around 2 billion people buy goods and services online on an annual basis. If you are not running Facebook ads for your e-commerce store, then you are missing out on a huge opportunity. Facebook ads are an excellent way to increase your website traffic, increase your audience reach, generate more revenue/sales, etc. If you are not sure what to do, then this article will list certain Facebook ad strategies that can be a huge help to anyone advertising for an e-commerce store.
Best strategies for Ecommerce
The following are some of the strategies that you can adopt to get the most out of your e-commerce Facebook ads:
Using Dynamic product ads
Dynamic product ads are one of the most effective ads in generating sales and attracting new customers. For those not in the know, dynamic ads automatically change the content of the ads based on individual activity. This means that each customer sees the ads which are relevant to their needs. Such ads track the individual’s behavioral data and browsing activity to deliver them a personalized ads experience. Dynamic product ads display products that were viewed, added to the cart, or purchased by the customer. They are also a great way to bring back customers that might not have completed their purchase due to certain reasons (hesitation, reluctance to try new products, etc.).
The best thing about dynamic ads is that you don’t have to create a new ad for each product. Instead, these ads pull all the relevant information (product name, image, and price) from the data you have already uploaded. You can create dynamic ads by creating a Facebook business manager account and uploading all the products with their relevant information. This will give you the option to create dynamic ad templates. Facebook will then add relevant information in these templates based on your added ad titles, keywords, images, etc.
Using Facebook pixel
Another thing you can do to improve your Facebook ads output is to install a Facebook pixel on your website. Technically, the pixel is a small piece of code that tracks information like when people land on your website, your customer’s behavior or activity on your website, any leads generated and any sales you make. Installing a Facebook pixel can prove to be ideal in the long run as Facebook can use the data gathered by the pixel to optimize and improve your marketing campaigns and better target your customers. Make sure to install the pixel before running your first ad campaign, as this will allow Facebook to track the kinds of people that are converting into full-time customers and optimize your campaigns for the better.
Custom audiences and Lookalike audiences
A Custom Audience is an ad targeting option that lets you find your existing audiences among people who are on Facebook. You can use sources such as customer lists, website or app traffic, or engagement on Facebook, to create Custom Audiences of people who already know your business. You can create up to 500 Custom Audiences per ad account.
Another way to gain more customers is through Facebook lookalike audiences. The lookalike feature allows Facebook to find new customers for you based on the attributes of your previous customers. Facebook tracks the behavioral data of your customers and uses it to target customers which have similar interests. Lookalike audiences have helped generate new customers and sales for many clients, as the newly targeted individuals are most likely to be interested in the products you are offering. You can base your lookalike audience on your custom audience or data collected from the Facebook pixel.
Even in this age of digital marketing, “word of mouth” can play a huge role in the success of your business. People tend to trust brands that have an established reputation, as this indicates their reliability. Similarly, people will avoid any service, product, or brand with negative reviews or ratings. Studies have shown that almost 70% of customers discover new businesses through referrals or testimonials. Satisfied customers will always refer people in their circle to your store. Thus, make sure to record reviews, ratings, and testimonials that you can use in your marketing campaigns. Also, featuring your store on authoritative websites can help build general trust.
While your image ads or stills can serve as an excellent explanation of what products your store has to offer, you can go the extra mile by creating video ads. It is possible that some people might not understand the full benefits of your products by just viewing the images, or certain people don’t like reading descriptions at all. Creating a short 10-20 seconds video ad can do a good job at piquing the interest of potential customers. It is also a good way to get your point across without confusing your audience. Video ads allow you to create videos that can run in stories, News feed, and as a part of videos during streaming. Video ads also tend to perform better than image ads.
Running multi-product ads
In addition to single-product ads, running multi-product ads can also produce desirable results. Facebook gives you the option to run multi-product ads, which can be used to showcase multiple products at the same time. Another usage of multi-product ads is to display various features of a single product in detail. Multi-product ads can produce better results as your potential customer can explore multiple options simultaneously. Statistics show that multi-product ads can boost the click-through rate by 50%.
Customer engagement for retention
One of the key aspects of a good marketing strategy is customer engagement. The best way to understand your audience is to involve them in your marketing strategies. Customer engagement is also a good way to ensure that your one-time customers stay loyal to your brand. On Facebook, you can use the custom audiences feature to target existing customers and convince them to convert into Facebook fans. You can also use it to award loyal customers with discounts or bonuses. Actively involving your audience not only provides insight into their needs and demands, but also builds trust, which is necessary for a healthy customer-provider relationship. You can also do the same with potential customers who viewed a product or added it to the cart, but didn’t go through with the purchase. Targeting them with an ad that contains the viewed product, but now with a discount, can convince them to complete the purchase.
In short, there is no definitive strategy to help you become successful overnight. But a mixture of certain practices, experimenting with different ideas, and being consistent with your ad campaigns can help you gain customers in the long run. If you’d like to get more marketing insights on Facebook as well as other channels, please subscribe to the Admiral Media newsletter. If you’d like to run Facebook campaigns for your e-commerce app or brand at scale with the help of our performance specialists, simply schedule a call with us to learn more.