How To Drive Sales With Facebook Ads For eCommerce
Create effective Facebook campaigns with a full-funnel strategy to guide people through their shopping journey from product awareness to purchase.
Facebook can be a powerful tool to help you develop your business. However, to achieve results it is important to plan ahead.
In this article, we will give you tips on how to create a successful Facebook campaign to drive sales to your eCommerce business.
We also recommend you take a look at our article on how to create a social media plan for your business.
Tips to Drive Sales With Facebook Ads For eCommerce:
1. Get to Know Your Audience
Define your target audience based on data-driven insights. There are a few tools to help digital marketers do that:
Google Analytics Audience reports
Audience reports provide insight into the characteristics of your users, including demographics, interests and geography.
Also, the Time Lag report (Conversions > Multi-Channel Funnels > Time Lag) shows how many conversions resulted from conversion paths that were 0 to 90 days long. This can give you insight into the length of your online sales cycle and help you define the number of days you should use in your retargeting campaigns.
Facebook Audience Insights
Use the Facebook Audience Insights tool to learn more about your target audience, including aggregate information about geography, demographics and purchase behaviour. You can view this information for everyone on Facebook or people connected to your page.
If you want to analyse people connected to your page in a specific country, select the location you'd like to target and people connected to your page. You can also refine more your audience by selecting age, gender and interests.
With Google Trends you can analyse the popularity of certain search terms or topics across various regions and languages. This tool can be extremely helpful to plan your campaigns.
For example, if you were planning a campaign for Valentine's Day, you could see that the interest in this topic started at the end of January. Therefore, you could start running your campaign around this period.
2. Plan The Journey
Define a full-funnel strategy to guide people through their shopping journey, from product discovery to purchase. For that, you should have a proper understanding of your customer journey.
Being aware of your customer touchpoints will give you a clear understanding of how social media ads can help address any pain points that may appear along the journey.
3. Define Well Tailored Campaigns
In this phase, focus on connecting with as many people as possible in your target audience with Facebook's advertising objectives such as brand awareness, reach or video views.
Define your audience by selecting the demographics, location and interests you'd like to target. If you have a Facebook pixel set up, it can be worth testing a broad lookalike audience (for example, a 4% lookalike of your best customers).
We recommend using video content at this stage. It will enable you to create an engagement custom audience made up of people who have watched your video across all Facebook apps and services that you can retarget afterwards with additional product information.
Follow up by retargeting people who engaged with the video creative of your awareness campaign. You can also create lookalike audiences based on users that watched your video.
Focus on attracting traffic to your website, paying attention to your landing page. If possible, link your ads to a customised landing page optimised for conversion.
In the purchase phase, reach out to users who had previously shown interest in your products.
Use dynamic product ads (catalogue sales objective) to automatically promote your products to people who viewed or added products to the cart but didn't complete the purchase. For that, you'll need to create a catalogue first.
Also, prospect new users with a broad audience targeting, letting Facebook find new users that are likely to be interested in your products.
Lookalike targeting with a conversion objective may be effective as well. We'd recommend you to start by creating 3 lookalike audiences from 1% to 3%, using your best customers as the source. Break these lookalikes down so you'll be able to analyse the performance and optimise for future campaigns.
Extra tip: Use Facebook’s Audience Overlap Tool to ensure you are not targeting the same audience via two different ad groups.
One of the most relevant factors for a successful Facebook campaign is to know your customers and understand their shopping journey.
Target analysis will give you insights to reach your audience at the right time, with the right message.
In this post, we guided you through tactical examples that you can apply to your campaigns.
Nevertheless, take into account that there is no magic formula. Each business is unique, so you have to try different strategies to learn what works the best for your business.
If you need any help with your Facebook campaigns, don't hesitate to reach out. We will be glad to help you out!