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Here Are 5 Strategies You Should Use to Make Better Facebook Ads for ECommerce

November 22, 2019

Facebook seems to become more popular each passing day. For instance, 57% of consumers say that social media affects what they buy online. 

And if over 1.4 billion people hang out on Facebook, then that means over 500 million people are seeing your Facebook ads. They are seeing your product being promoted on Facebook.

It means you should be taking advantage of Facebook ads can do for your business. 

However, Facebook ads don't work well for every business. They work best for eCommerce businesses. Facebook ads for eCommerce businesses thrive with the right offer to the right audience. 

Every eCommerce business should be doing Facebook ads because of how successful they are. Of course, it takes a lot of work and some simple strategies.

The good news is that you find these simple strategies in this article. 

You can also find them by listening to our podcast.

Every eCommerce business interested in a successful Facebook ad campaign should focus on what kind of ad you'll generate, what kind of audience they will target, and focus on creating a bulletproof funnel. 

Strategy No. 1. A Facebook Ads for eCommerce Campaign Should Bring Awareness to Your Business

After you've created a business page and become a business manager for your campaign, you should focus on creating a Facebook ad. You'll find that there are a lot of options to choose from.

When you are about to select the kind of ad you want for Facebook, you'll find that you get to choose either awareness, consideration, and conversion campaign. 

Whatever you decide is dependent on what you are trying to achieve as a business. 

Are you trying to show your audience who you are? Are you trying to show what your product is?

The point is, what's the overall goal? 

This is why it's important to identify your awareness campaigns. These can highlight a problem your audience has and how you can help them solve it. This is an opportunity to show how your product can help people achieve a goal if its fitness or something else.

Your business can help them.

The mistake that many eCommerce businesses make is that they avoid relationship building altogether. They try to sell immediately. 

They try to sell to people who know nothing about their business. There's no information that guides people. 

This can be a drastic mistake in your eCommerce business, which is why it's important to focus on bringing awareness to people who might be interested in what you are providing.

Facebook ad awareness campaigns provide people with a solution that can help them. This solution isn't designed for everyone, but only for your target audience. 

After you've created awareness, the next step is to create a campaign that continues to warm up your audience.   

Strategy No. 2. Start with a Cold Traffic Campaign and Finish with a Remarketing Campaign 

You'll find that there are two kinds of Facebook ad campaigns:

1. Cold Traffic Campaigns. 

2. Remarkable/Brand Growth Campaigns

The Facebook cold traffic campaigns are for people who nothing about your business. They know nothing about your products is what you do. 

However, you are targeting this specific audience based on their interests and how you can help them. So you want to show people why you are relevant. You want to show how you can help them. 

The Cold Traffic Campaign

The cold traffic campaign allows you to build up your audience. You can see who watches your videos, how visits your website, and who is interested in your product. 

It's a great way to see who's interested in your product without feeling like you're overselling people or even selling them. You are bringing awareness to a problem people have. 

Now you can provide them a solution. 

You are creating ads for people you've done market research on and you know who will be interested in what you have to offer. Ultimately, the people you target are the people you think you can help the most.

This is also why it's important to test your core audience. Figure out what age they are. Figure out where they live geographically. Figure out their interests and their dislikes.  

The Remarketing Campaign

The remarketing campaign is designed to help you make sales. It's after you've created a custom audience. It's after you've built a loyal following from your Facebook ads. 

This is how you eventually make sales. It's the last part of what you've done in a campaign. However, before you reach that point, you'll need to create custom audiences. 

This is also how you build a following. You can create a campaign for a specific audience that you know will buy your product. Then they can refer your product to their friends and family. 

In order to achieve a remarketing campaign, it's important that you know the basics of how to create a custom audience.

This is the audience that will always buy from you. 

Strategy No. 3. Create Custom Audiences

Creating a custom audience is used with various sources. 

You can create a custom audience based on website visitors/traffic, a customer list, videos, events, people who visited your Facebook page, or through lead generation.

You can either choose one of these sources or you can choose all of them.  

You'll have to see which kind of source produces the best results based on your business and what you're promoting. This is why it's so important to test.

You are trying to figure out which audience you create from one of the sources will produce the most profit for your business. You are trying to assess which of these audiences will buy from your business. 

Creating a custom audience is perfect for eCommerce businesses because you are building a relationship with your customers online. Since eCommerce is a business that is online, it can be harder to build this relationship in person.

When it comes to creating a custom audience, Facebook allows your business to create the audience differently. 

For instance, your eCommerce business can create an audience based only on page visits. You can create an audience based on past purchases from your site. You can create a custom audience. 

After you create your custom audience, you can then create a 1% lookalike audience. This is an audience that is most similar to the audience that you created for your business.

It allows you to create multiple lookalike audiences and test which one will buy from you. A 1% lookalike audience could be a million people. 

You can reduce this number based on clicks and who buys from your website. Ultimately, you'll get a better idea of who is buying. This is essential because you'll want to retarget this audience when you want more sales for your business. 

You can also read more about how Facebook ads for businesses in general in this blog post.

Strategy No. 4. Retarget Your Custom Audiences

After you've created your original audience, you can retarget them with conversion campaigns. These campaigns take your audience through a funnel to either a sales page or to your website where you can make a sale. 

Conversion campaigns are for audiences who already know about your product.

They are more likely to buy from you than someone who knows nothing about your business. This is why they are a custom audience. They know about your business and how your eCommerce business can help. 

For instance, the process would go from a conversion campaign to a tracking "purchase" ad event. Then retargeting your audience based on website visitors in the last 30 days. 

You could also retarget people who made purchases already, and people who are part of your email lead generation. You could also target a 1% lookalike audience, age, and gender. 

You can also choose which platform to run your Facebook ad on. You can pick Facebook stories, Facebook feed, and other kinds of unique ways that you think will get the most impressions and clicks. 

In addition to running your ad on Facebook, you can also run in it on Instagram since Facebook owns Instagram. You can more about Instagram advertising in this blog post

Strategy No. 5. Create a Funnel That Converts Your Audience

The funnel brings everything you've created together. 

It takes your brand awareness campaigns, your engagement campaigns, and your conversion campaigns and shows you what the funnel looks like. 

Each stage of the funnel should have a purpose. It should help guide your audience to a specific point. It should help them understand your brand and want to buy from you.

For instance, the top of the funnel is about brand awareness, which is about your eCommerce product and story. This is an opportunity to highlight problems and solutions. 

It's an opportunity to show how you're different from your competitors. You aren't just trying to sell your product right out of the gate. You are trying to warm up your audience. 

This is why the top of the funnel is important, if not the most important because it shows the value of your eCommerce business. It shows the value of your product to millions of people. 

It's ultimately the beginning of how you build a relationship.  

The middle of the funnel is remarketing. You are showing people what you have to offer. It could be free guides, how-to videos. 

The purpose is to continue educating people so you can get an idea of who's clicking on your ads. You get an idea of who is on your website. You are seeing who's interested in your product. 

The last part of the final is where you make your sales as an eCommerce business. 

For instance, this is where people are redirected to your website and make a purchase. Maybe they click on your Facebook ad and are redirected to a sales page. 

This is why it's so important to have an especially good copy on your sales page. You don't want people looking at your sales page and leaving. 

In a way, you are taking people on a journey that shows them the benefit of having your product. You want them to keep clicking. You want them to experience your brand to the fullest and feel like your Facebook ads, sales page, or website is lacking in a particular area. 

What Does This Mean For Your Business? 

Choosing an ad campaign is a lot simpler than you might think even though it may seem like there are a lot of steps. 

It's easier than a lot of eCommerce businesses think.

But it takes work. It takes a commitment to a process, something that starts with targeting your audience, warming them up, and then showing them your product. 

Facebook ads for eCommerce businesses can be profitable if you know how to create campaigns that have excellent copy, a solid image, and an offer. Not to mention the audience who receives your message is a vital part of your campaign. 

If something is off in your campaign, it could be any of those factors. This is why it's a step-by-step process. This is why it's so important to build up your campaign. 

Don't sell the offer right away. 

People want to know how it can help them. Your audience will eventually buy from you, but you have to slowly build up to it. 

If you can apply these 5 strategies to your ad campaign, you can have a better chance of creating an ad that generates sales for your eCommerce business. 

More importantly, you can have a relationship with your audience by staying in contact with them via email and sending special offers. 

Facebook ads allow you to create a special relationship with your ideal customer. 

If you are looking for more information on successful online marketing tips, you can more on our blog.

Aaron Pearson
Managing Director

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