Let’s talk about ecommerce Facebook ads.
Selling on marketplaces is a double-edged sword. On one hand, you get the benefit of tons of traffic you couldn’t get yourself thanks to selling on an established brand. But on the other hand, it can be difficult to differentiate yourself from the tons of other sellers peddling the same products on the same site (and in some cases, on the same page).
Selling on marketplaces like Amazon, eBay, Sears, or Walmart is an important part of a winning ecommerce multichannel strategy, but without a way to draw attention to your listings, you’re likely to drown in a sea of endless products.
Ecommerce Facebook Ads Help Listings Stand Out
One form of marketing that I recommend to every ecommerce seller I encounter is Facebook advertising. Facebook has nearly 2 billion users worldwide, giving advertisers access to a huge audience. Not only that, but each user’s likes and interests can be used to help advertisers target the most likely buyers.
Advertising your marketplace listings on Facebook allow you to go straight to where potential buyers are. Instead of waiting for them to come to you, Facebook takes their interests and shows them your products for sale. The link can lead directly to your product listing, removing the chance for your competitors to snatch the sale away.
Facebook ads are also economical. Before the campaign begins, you select the daily amount you’d like to spend. If you know for a fact you only want to spend $200, Facebook will only show your ad up to the $200 limit.
Four Steps to Killer Ecommerce Facebook Ads
Like anything else, it’s not about what you do as much as how you do it. Keep these four tips in mind when you’re creating your Facebook ads and you’ll see clicks and conversions in no time.
#1 Keep Targets Narrow
The strength of Facebook advertising is in its ability to target users based on their volunteered information. For example, if you’re selling nerd-themed apparel and accessories, you could target users who’ve identified themselves as Star Wars fans, or users who added comic books to their interests.
Try your best to keep your targets narrow. That’s your best chance of getting the most out of your money. If you’re selling yoga mats, market research says you should target women. By itself, that’s a broad demographic. For the most success, target based on age and interests: women between 22 and 39 who enjoy yoga.
Narrowing your target for the ad means you don’t have to spend money showing your post to customers who might be less likely to buy.
#2 Optimize Multiple Ads
If you want to succeed at something, you have to keep trying until you get it right. Creating successful ecommerce Facebook ads is the same way. Your first Facebook ad might not be a success. My first ad on the site delivered huge engagement and clicks, but didn’t produce a single sale.
The key to finding success is to produce multiple ads, analyze the results, and use the data to revise future ads. Differentiate everything from the writing to the image to the demographics you’ve targeted.
Think about the yoga mat example from earlier. If the ad received less than stellar results, it’s not a sign the seller should give up. They could choose to target a different age range, or add a related interest like “clean eating.”
Compare the results of multiple Facebook ads and take time to refine your process before you give up on the platform.
#3 Use Arresting Images
We are bombarded by images constantly on social media. It is becoming harder for any one image to cut through the static and grab our attention. That’s why it’s vitally important that your Facebook ad uses images that instantly catch the eye of someone scrolling through their feed.
A few things that make images compelling:
- Relatable lifestyles. Show people doing the activity that you are targeting.
- High quality. Professional taken photos with good lighting make your brand look legit.
- Be funny. Seeing something silly or goofy makes social media users want to like or share the post.
- Show some skin. Sex still sells. A provocative (yet appropriate) image will make most people stop in their tracks.
For more tips, check out these do’s and don’ts of Facebook advertising.
#4 Write How Your Audience Speaks
People want to buy from brands that are personable. Make sure that your copy is relevant to your audience. Use slang that they are used to. You can even use industry-specific language.
Lowest common denominator marketing doesn’t work as well for native advertisements. Like I said before, the more specific your targeting, the more you’re getting out of each dollar. You can get a little more niche on this platform that you might on other forms of advertisement.
Facebook advertising is one of many ways social media is used in ecommerce. Using these methods will push your listings out of the frenzy of the competition on marketplaces to an area where they have some room to shine. Give it a shot and get social.