Running ads on Facebook for your eCommerce business is hard work. Most eCommerce stores forget to consider how and why they want to run Facebook ads in the first place.
A strong, sales-generating Facebook advertising strategy should match the mindset of a Facebook user, with each ad campaign specific to segmented audiences and objectives.
Additionally, it should embrace various campaign types so that you are following and reaching potential shoppers and customers at different touchpoints from the beginning to the end of your customer’s journey.
This post will highlight how you can successfully run Facebook ads for eCommerce, the best Facebook campaigns to use for each objective, and high-performing examples of the best Facebook ads for eCommerce.
Firstly, let’s start with six expert tips a successful marketer needs to run epic Facebook Ads for eCommerce to help boost ROAS, conversions, and sales.
- 1. Acquire new customers with Custom and Lookalike Audiences
- 2. Target potential shoppers who are dissatisfied with your competitors
- 3. Ask existing customers to buy more from you
- 4. Use a conversion pixel to track and retarget cart abandonment activity
- 5. Retarget potential customers who visited your store once
- 6. Use automation to ensure the right ads are shown to the right segment at the right time to increase conversion potential
The first weapon in your bag of tricks in terms of Facebook campaigns is optimizing Custom and Lookalike Audiences to strategically attract more shoppers.
Facebook Custom and Lookalike Audiences are vital in ensuring your eCommerce Facebook advertising strategies are performing well and reaching targeted new potential customer segments.
Optimizing these audiences will ensure you can better attract more potential shoppers who are actively looking for what you are selling.
An example of an eCommerce brand that has mastered this is the superstar Dollar Shave Club. By combining the visual storytelling of collection ads with Custom Audiences, they reached 1.6 million people.
The results? 1.5x increase in social media subscriptions and a 30% decrease in cost per subscription compared to traditional link ads.
The secret? Implementing expert strategies that enable you to fine-tune ads for your specific brand and market. Here are three main expert Custom Audience hacks you should be testing when creating Facebook ads for your eCommerce business:
- If you have specific Custom Audiences or Lookalike Audiences that are not performing, remove them from campaigns to keep ROAS up.
- Use your best-performing Custom and Lookalike Audiences and the valuable data they add to your Audience Insights (which you can find in your Facebook Ads Manager) to direct other PPC channel campaign strategies.
- To have more control over your brand awareness campaigns (with Lookalike Audiences), you should segment your audiences as much as possible. This ensures Facebook PPC campaigns are more personalized, and therefore more likely to convert.
2. Target Potential Shoppers Who Are Dissatisfied With Competitors [Intent-Based Targeting]
Another essential piece in your overall Facebook marketing strategy to attract new customers is reaching potential shoppers who have already bought from or engaged with your biggest competitors.
Not only do these potential customers have high buying intent and conversion potential (as they are quite literally shopping for the kinds of products you sell), but they are also looking for alternative brands to shop from.
So how do you target your Facebook campaigns to potential customers who are dissatisfied with your closest competitors? With intent-based Facebook campaign targeting that harnesses the power of Facebook’s interest targeting.
In other words, you can create a custom audience where your competitor’s brand name is included as an ‘interest’. This is done at ad set level.
However, this will take some tweaking on your part. When creating this specific custom audience segment, you will need to:
- Insert competitor-centric keywords into the detailed targeting section. The idea here is to trigger Facebook to populate the relevant domain, brand name, or page.
- If the domain name is not triggered, you will need to use very specific keywords to target those shoppers.
Note: If the brand name or desired keywords are not populated as an option, it is likely that Facebook cannot target that ‘interest’ at that time.
It’s not enough to just target these potential shoppers; your strategies should be aimed at converting them or moving them into your sales funnel. You should test a variety of ad elements and assets – including images, headlines, and Facebook CTAs – that show how your brand answers a potential customer’s pain better than your competitor does, without using their brand name in your text.
To get into these potential customers’ mindset and get your messaging just right, you will need to do some research.
3. Ask Existing Customers to Buy More From You
Next in your eCommerce Facebook campaign bag of tricks is retention. Targeting existing customers not only helps boost sales, but does so for lower spend. Why? Because your customers already know and trust you. Now, it is just a matter of reminding them.
To set yourself up for success, this part of your Facebook strategy will also require strategic segmentation and targeting to drive Facebook PPC personalization. This means using a variety of ads at different stages. You should be targeting:
- Brand new customers
- Customers who have only bought once
- Customers who have bought more than once but not for X amount of time
- Regular existing customers
- Your brand’s superfans
Use a variety of personalized campaigns, including:
- New product alerts
- Exclusive deals
- Product or accessory upsells
- Product top-up selections
- Reordering notifications
- Birthday/event promo codes and coupons
An example of a brand that has turned existing customer retargeting into art (and science) is West Coast Kids. Using dynamic ads, they target previous customers with carousel ads, showing a variety of highly-personalized products their customers would be specifically interested in, based on their previous shopping behavior.
The results? 15x ROAS with a 28-day click-through window and an 80% increase in revenue month-over-month.
4. Use a Conversion Pixel to Track and Retarget Cart Abandonment Activity
Creating a Facebook campaign to target cart abandonment can be a very powerful conversion booster. Not only is this segment already very familiar with your brand (trust), but they also have high buying intent. With the right Facebook retargeting campaign, you can get them over the finish line.
There are three main segments that your cart abandonment Facebook campaigns are aimed towards:
- 1. Users who visited product pages, clicked to cart, but didn’t visit the cart.
- 2. Browsers who clicked to cart pages, but didn’t go through checkout.
- 3. Potential shoppers who clicked to checkout pages but never got to the thank you page.
However, it’s not enough. To truly convert with your cart abandonment Facebook campaigns, you need to tailor each ad to the specific shopper and the products they are interested in. An effective way to do this is by combining cart abandonment segments with dynamic Facebook ads.
5. Retarget Potential Customers Who Visited Your Store Once
The next touchpoint on your sales funnel is retargeting potential customers who engaged with your site once. This means creating Custom Audiences based on very specific site behavior, and then tailoring your ads directly to this segment.
At this shopping or brand-engagement stage, the audience is already familiar with your brand, having engaged through awareness campaigns, but they need more convincing. By personalizing your ads to the exact product pages they visited, you increase your Facebook conversion chances.
Beginner Tip: Newish to Facebook marketing for eCommerce? In order to take advantage of retargeting Facebook ads, you will need to ensure you have installed Facebook Pixel on your store.
As Facebook explains it, Facebook Pixel is: “An analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” To find out how to create and install a Facebook Pixel linking traffic behavior to your ads manager, you can head over to the Facebook Pixel help page for step-by-step instructions.
You can also use apps such as Facebook Pixel Helper.
As we know, all eCommerce Facebook campaign types can be used in conjunction with retargeting audiences. However, the secret to better ROAS is keeping the audience as segmented as possible. This means once one-time-only store visitors see and click your retargeting ad, they should be moved to the next segment – unless, of course, they convert.
Here’s a winning eCommerce Facebook campaign example from Philosophy that generated over 9,000 leads. It’s objective? To strengthen Philosophy’s position against competitors and drive sales of its skincare products by implementing a two-phase Facebook ad campaign. Philosophy ran lead ads using Custom Audiences and link ads to retarget ads promoting the same products from the sampling phase.
When running multiple Facebook campaigns to target and then retarget shoppers, make sure you fine-tune campaigns to ensure the same people aren’t seeing the same ads, despite moving ‘up’ the funnel. The simplest way to manage this is using Facebook’s ‘exclude’ feature to tweak targeting.
This ensures that the right person is always seeing the most relevant Facebook ad at the right time for conversion.
6. Automatically Ensure You Are Triggering the Right Ads, to the Right Audience At the Right Time to Increase Conversion Potential
We have outlined how to use Facebook Custom and Lookalike Audiences to better convert, and touched on the types of campaigns you should be using for these different touchpoints on your shoppers’ journey.
As we mentioned in the intro, running ads on Facebook for your eCommerce business is hard work. If you want to truly bring all your Facebook campaigns into one seamless strategy that is optimized for peak performance, it is all about PPC management and automation.
This means automating your:
- Ad creatives
- Campaign optimization
Hope you found the above information helpful.
Posted by Nicole Blanckenberg; Original article: https://blog.storeya.com/2019/03/best-facebook-ad-campaigns-ecommerce/