Ecommerce Facebook Ads

How to Scale Your E-commerce Business with Facebook Ads

Growing Ecommerce is hard. But when you use a platform like Facebook with the right marketing strategies, you can grow your business without any hassle.

I have generated more than $500K in Facebook ads for eCommerce business. Based on that I am going to discover the things which I used & Which can help the eCommerce business.

  1. Framework
  2. Facebook Ads funnel
  3. Offer
  4. Communication
  5. Retargeting ads
    1. Catalog sales ad
    2. Flash sale ad
    3. Brand Awareness
  6. Customer Value Journey

Did you come here to learn Facebook ads technically?

You will not get technical stuff here. But you will be able to get the things other than Facebook ads technical stuff and which can help to grow their online store with Facebook ads..

Let’s get started!

1. Framework

When you want to use Facebook ads, you create a framework or a successful path for eCommerce ads. In this framework, you need to draw the steps that you will follow to create & manage the ads.

Here is a framework I use to run Facebook ads:

  • Do Market research & create buyer personas
  • Set specific goals like traffic, CPC, CTR, ATC, IC, Purchases, & ROAS.
  • Make a test drive to understand in real
  • Do Analysis & Make a Funnel strategy
  • Create Audience
  • Create Content & Creatives
  • Setup the Funnel ads
  • Monitor ads everyday
  • Optimize and scale the campaign

2.Facebook Ads funnel

There are many people who tried to run direct conversion ads & saying that Facebook ads are not giving ROAS.

Yeah That’s true.

When you try to create just a conversion ad for a cold audience, you will not get profit even if you get purchases.

There are different kinds of people who live in the target location. Each one may look any one of following things: 

  • Offer
  • Known Brand
  • More customers reviews
  • Influencers words/Recommendation
  • Familiarity with the new brand

If you assume yourself as a customer, which one could be the reason for making buying decisions?.

You may choose any one or two.

But I may look for other reasons to make a purchase.

In this case, how is a brand able to target both people with a single custom conversion ad?

We have to use the funnel to convert all users together. When you do this, you are able to get more customers.

More profits too!

Here is the simple funnel that use:

Top of the funnel

Top of funnel: 

Goal: Brand awareness

Ad Objective: Traffic, Video Views, View Content

Budget: 50% of ad campaign budget

Audience: Cold Audience

In this stage, we must use the content which can create an awareness about the product. Here is an example content which aims to create awareness about the product

Mid of Funnel

Mid of funnel: 

Goal: Consideration

Ad Objective: Add to cart, Initiate Checkout

Budget: 30% of ad campaign budget

Audience: Warm audience who engaged in the top funnel.

In this stage, we have to retarget the people who are already engaged at the top of the funnel. Also you have communicated about the offer & scarcity. Here is an example content which aims to get attention about the product offer.

Warm Audience FB ads

You might have listened/got the strategy before, but have not tried a proper funnel yet? 

That is one of main reasons why your ecommerce business is not profitable with social giant,

It’s not too late, Create & execute a simple funnel to see the results. 

If funnels are not generating the sales, you must check these things to find out the reasons.

Bottom of the funnel

Bottom of Funnel

Goal: conversion

Ad Objective: Purchase

Budget: 30% of ad campaign budget

Audience: Warm audience who engaged in the mid funnel.

In this stage, we have to communicate about the urgency and scarcity of the product to spike the interest in the audience which prompts them to make the order transaction possible.

Communicate about the offer and scarcity first with a proper call to action to initiate a checkout.

Here is an example:

Ad for Bottom of Funnel

3.Offers in Facebook ads

Offers are one of the best ways to increase your ecommerce sales.

Offers boosts sales. Period. In real time experience, offers tend to catch instant attention from users improving the overall click through rates. Perhaps offer induced ads can propel and boost your social media engagement as well. It is a win-win situation here with both sales as well as post engagement with your prospects.

There are different types of offers that can be communicated in facebook ads. Some of the most commonly used offers are discount codes, vouchers, year end sale, summer sale, flash sale, clearance sale etc.

Offers in Facebook Ads

4.Communication

When you want to convert more people as a customer, what you communicate is the most important factor. 

If you are not communicating the things that people are looking for as benefits from the product, you will not be able to convert them at all.

So here is a way to tell your product benefits/brand story via Ads.

  1. Analyze your product benefits & Features
  2. Analyze our competitors products/brands and list out the differences/unic things that you can communicate.
  3. Find out the problem & Benefits are commonly talking about the product on Forum, testimonials, reviews, & social media.
  4. Then connect all the gathered information to create the communication theme. Also consider whom you’re going to reach.
  5. Once the theme is ready, create multiple stages of ad contents.

Each stage of the funnel, communication must be specific. Here is an example:

TOF: Brand Awareness:

The first stage of Funnel starts with creating unique brand awareness for your brand. As this is the first time prospects get to know you, start your Facebook campaign by giving a detailed insight into your brand and product and make sure they are aware of what you are trying to sell them, basically as a product to satisfy their needs. Brand awareness typically starts with prospecting cold audiences, either by creating a new set of audience with buyer persona or creating a lookalike audience with existing users.

TOF ad

MOF: Consideration

The second stage of funnel is obviously where you try to get into their options list with creating a more personalized way of approach that identifies their need from the bottom rather than a general overview. The best way to do so is communicate about the benefits of the product rather than moving towards pushing your brand to them

Take a look at this ad copy from Amoda

MOF ad

BOF: Conversion

The last stage is where the prospects either make a purchase or exit a tunnel. Go all guns blazing with this one as the final stage is ought to bring you  the necessary purchases. Give them the chance to avail the limited period offer or last few stocks .

BOF ad

The main objective here is to create a sense of urgency that prevails on the minds of prospects that urges them to make the purchase. 

Don’t forget to add videos in your social media ads because more than 54% of total social media users wish to see a video from the brands than a contemporary image or blog contents.

Keep the video short, creative and impulsive in a sense to keep them well engaged.

5.Retargeting audience

Are you getting a lot of traffic, but all the users are not making purchases?

Now, you can recover/increase your online store revenue by doing retargeting ads. Over 70% of the users are more likely to convert in retargeting ads.

They might leave with a reason, it could be anything like “need more offer” “want to do more research about the product benefits”. But you should not leave them. Retargeting is a possibility to show more details about your product or brand.

Well we obviously can’t stop them but can surely retarget them on specific grounds to get them back on our site again to turn them into customers.

Did you know?

25% of the people who like retargeting ads because ads remind them about the product.

You can use retargeting ads in 3 ways: 

1. Catalogue sales

A set of collective products they were interested in when they checked in to your site initially. This is the best ad to get more sales as you show them ads of products, they viewed the product or added to their cart.  

In fact, I have generated INR. 1 Million by spending just spending INR.40k through Facebook Dynamic ads

Here is an example

Dynamic Ads

2. Flash sales

Being into ecommerce you should probably understand how a flash sale works and its potential to the overall sales. You must regularly use flash sale ads every year, like once in 6 months at least to get your audience excited with new offers, deals and year end discounts. This will ensure you get a good number of sales as well as earn their trust and love towards the brand.

When you do a flash sale, you will convert the people who visited your online store previously, but did not make a purchase.

Flash sale ad

3. Awareness ads

The last ad type you’d ever want to choose, as this type is not sales oriented but more towards increasing your engagement. Use this ad type when you want people to be more engaged with your brand and create a good awareness about your product through awareness ads.

Awareness Ad

6.Customer Value Journey

A customer’s journey on your site is as important as getting them visit your site. You take up the driver’s seat in deciding the actions he/she is supposed to take.

If you sell only one product, you will not be able to make much profit. If you get multiple sales from the same customers, you will be able to grow 4X or more.

This is where the idea of upselling expensive or cross selling products comes into play. You lure your prospects to try your base selling product and once when they are into your site, you try to push them gently towards trying a better priced product or cross sell other products that might spike the interest of your prospects.

 Here is a customer value journey from Digital Marketer.

Customer Value Journey

You have to plan the journey before making the campaigns to get users 1 sale.

These are based on our experience of helping our clients achieve better target sales by understanding our audience better and adapting these points. If you want to taste similar success as of our clients, book a free consulting call now and get a personalized strategy report for your business absolutely FREE. Book Now

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How I Used Facebook Dynamic Ads To Increase the Ecommerce Sales

Markets have changed and so are the products. Everything evolved over time. The only thing that doesn’t change is the audience looking for some good VFM products.

We are witnessing a drastic change in the way the ads are carried out. Thanks to social media, especially Facebook, the entire base for the ads has seen an unimaginable revolution to reach out to its audience in a process also helping advertisers to optimize their ads for greater reach.

Here I’m going to discuss how I helped to recover well over INR. 1million revenue through Facebook Dynamic Ads.

What are dynamics ads?

Dynamic ads promote your products catalogue to users who has shown interests on your product from any of your pages they visited but checked out without making a purchase. Dynamic Facebook ads are also adaptive by exposing users to specific ads that suits them individually and prompts them to make a move.

This Ad objective is quite useful in identifying your target audience which allows you to retarget those who have exited your page without making a purchase. This objective can be implemented to reach new customers.

Identifying the problem

My client reached out to me when users exited their website without getting converted as customers. Their sales numbers were spiraling down. So I was left with a gritty task to spike their sales figures through ad objectives.

Since the audience roughly around 5000 users has already visited their page,  I opted for the catalogue objective since the only last resort was to retarget them with ads on their news feed and other placements.

How I created sales for my client

Analyzing the database of those who visited, helped me to retarget them in the following days. I was able to narrow down on those audiences who matters to the client and retargeted them with catalogue ads till they were prompted to make a purchase.

The idea was simple; it was to do a follow up as move to get deep into their heads and get them converted as customers.

I was able to create sales worth of INR. 1 Million on a budget of INR.40k which is very profitable to my client considering the lowest budget administered in the campaign.

Here is the snapshot of the Campaign results

Audience Targeting

Through filtering, the core audience for the Ecommerce store was identified. The core audience was then retargeted and exposed to our ads for the next 3 days to follow.

The frequencies of number of days and number of times the ads needs to be appearing can be adjusted. I opted for the 3 days option allowing me to exclude the audience that doesn’t make any action and allowing me to shift my focus on other audiences to show ads.

Also I categorized the audience into two ad sets;

  • People who viewed but not added it to the cart and not purchased
  • People added to cart and purchased

When I created the ad, I wanted to see the audience performance specifically which helps to optimize and scale the campaign after running for some days. But both ad sets performed well.

We started on small. I optimized only the target location. I didn’t optimize the audience demographic as I was trying to reach to those people that have shown interest in the product. I made sure to target all age group people and gender.

Placement

I opted for automatic placement at beginning of the campaign. This is helpful in reading where the ad is going to perform well. After a brief duration, I looked up at the analytical report. From the report it was clear to me that Facebook and instagram newsfeed and stories were the only place where the ad copies served their real purpose. Since other mediums showed no signs of improvement, I pulled out all other placements and started putting up the ads on Facebook and instagram newsfeed and stories. Again this helps in reducing the overall cost per result and also helps in exposing the core audience to me.

Ad Copy

Using the product image, simple & catchy taglines helped me create a stronger impact on the user’s decision. Image was unchanged, only the description was always shuffled to create a multiple version of ad copies to reach out to the audience.

Here is one version of the ad copy

Why I needed Pixel

Pixel is a unique code plugged in to the back end of the website. It tracks down the information of those who visits which in turn helps to build audience for ads in future. You need Pixel enabled to retarget the people who visited based on the interest and activity of the user.

Selling Point

Your work is only half done if you don’t bring out the benefits of the product to the users. For eg; I introduced the audience to benefits of my client’s product by describing them about the free shipping and EMI options they can avail.

You also need an inevitable connection between the product and audience for them to make a move. In my case, the bridge between client and customers was already surefooted leaving me with minimal task.

Pro tip: When you a brand value among the people, you can also generate results like this. So it is important to create a brand value to grow the business in a whisk

Conclusion

I hope this case study helped you to understand about the Dynamic/catalogue sales ad and its importance to recover the results. Use catalogue objective to recover your overall sales with low cost per result and higher brand value. Dynamics ad has long been proven how effective it is in creating a profitable business to advertisers.

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How to Write Facebook Ad Copy That Convert (With Examples)

Ever wondered how to create your Facebook ad to make people buy your product?

We will be looking at ways to construct and develop Facebook Ad copy to transform your audience into potential buyers of your products.

1. Study Customer Preferences And Needs in Interactive Groups

It is obviously quite hard to get specific and accurate customer research data, especially if you are a marketer. We can’t blame customers, since they are usually too busy to fill in the survey forms that actually matters or maybe they aren’t interested at all.

Worry not; Facebook group is here for you. Join groups where your set of target audience exists and ask them questions that answer your queries. It is useful for them as well since they are interested in engaging in conversation with others especially peers to create a network. Pitching your questions sensibly might get you accurate response from them.

Don’t limit yourself with just Facebook groups, keep an eye out on interactive platforms to understand customer needs and preferences. Youtube videos and comment section, Instagram, Blogs and even forum can really be handy in understanding what exactly does an user needs and build your ad on that idea to make it easy for you to penetrate through user’s mind.

Being in Facebook groups also lets you get an upper hand in understanding customer’s mind which in-turn gives you creative ideas to create ad sales copy to reach out to them. Never forget to ask only the question that matters for you to get that most important information which you can use on your Facebook Marketing ads.

Or even better, go to different groups to gain an even wider knowledge on your target audience.

Never forget to ask important questions to the customer to draw out the basic information on what he/her expects from your product.

Take for example you are selling video editing software. Here all you need to know is the customer’s preferences and intentions behind choosing their favourite editing software. So ask questions sensibly like;

What’s your favourite editing software?

Why did you choose that?

With help of relevant interactive platforms, you will be able to find the solutions for their needs.

 

2. Converting research ideas into Ad copy

After completing your research on customer issues and needs, identify their problematic areas and pain points. Now all you got to do is to give importance to the most common or critical pain points of them.

Start creating your Facebook ad copy by addressing the customer’s pain point as the keyword and main pillar. This will assure them that this product might be their solution to their underlying issues. A better intro of the product ad copy will draw intense attraction from its users.

Data based Facebook ads

Take a look at this Facebook ad copy of CoSchedule.

What’s the selling point here? The ad hits nail on the head with delivering its message. The ad grabs customer’s attention by addressing the pain point marketers face, organizing the marketing. A bustling marketer knows the struggle in opening 8+ tabs in their PC and KPIs that needs numerable tasks to hit.

CoSchedule paid heed to these problems and wrote an ad copy that straight away pulls the marketers.

Aspiration-based ads

All those peers advice is to reach out to the customers with the lists of benefits they have to offer with their product or services. But to make a stronger impression, you got to hit an even better spot than just addressing the benefits. You are required to touch their dream or aspiration quotient to keep them engaged with our ads.

For example, take a look at this Facebook ad copy from Justlearn

The ad makers were clever here to trigger their dream quotient by assuring them it’s never too late to learn.

Justlearn offers users to hire tutors at the comfort of their home to learn new languages with ease. That’s rightfully carried throughout this ad copy by not just claiming that the customers can hire tutors but also assuring them it’s not too late to start learning.

This is very important aspect in reaching an audience mentally that can convert them into buyers in a whisk.

To make a successful aspiration based ad, you need to get your audience’s attraction from the word go. Hit them up with your punchy taglines, creative one liner, and effective blurbs which is visually appealing and also subtly indicates this as not just a solution to their problems but also as a medium for them to achieve their dreams.

Problem -based ads

While writing Facebook ad copy focusing on problems, keep in mind that you need your audience to agree with something or everything you claim. This shows that they have paid their complete attention to your ad.

Take a look at this ad copy from Asana

This ad copy wastes no time in getting right into the problems faced by the customers. The ad straight out reaches to its core customers and addresses their issues they face round the clock i.e. wasting time.

The ad copy is creative, jovial and also has potential taglines making sure to posses all basic ingredients to make a customer invest his/her time and money into the product.

Offer Based ads

Promotional based ads never fail to grab the audience’s attention at first glance. Make sure you always communicate your offers prominently while running promotional based ads.

For instance, consider this offer based ads from Arcido

The numbers on this ad copy straight away catches the viewers attention from the word go. Offer based ads are always easy to promote thanks to its discount factor that vibes really well with the customers.

We can’t blame the customers. Who doesn’t really love an offer?

When creating a promotional based ad, always make sure to use keywords or numbers that highlight the offer or discount the customers will receive. This will help you in taking the message direct to its customers.

Conclusion

You need an eye for detail while creating ad sales copy. It is nowhere close to what blog writing looks like. You need to understand the problems faced by the customers and also the solution they wish to attain, all this with a good selling skills to hit the nail. When you use all these skills, it will automatically be converted into sales.

Be sure to use right keywords to take your ad copy to its customers. Marketers are so held up with tools and strategies that they fail to engage with people in real world to identify the key aspects.

Understand the customers, feel their pain points, find them solution and witness your sales number ringing high.

what-to-when-Facebook-Ads-Purchases-zero

What to Do When Purchases Are Zero in Your Facebook Ads

Shelling out some hefty bucks on Facebook ads with zero purchases in return must be a heartbreak for sure. Leaving you with an even bigger question, ‘what next?’
Well, Even I had to go through the rough phase initially and that’s exactly when I decided to start from the scratch to build my ad on a better perspective.
I have listed down the important aspects to look into when your ad returns zero results.

1. Test Your Pixel

Ever wondered why sales on your site don’t reflect on your Facebook ad? Blame the pixel. Being the brand owner, all you have to do is test the pixel before setting off the ad campaign again. Trust me when I say it makes a huge difference.

You can use the Facebook Pixel Helper Extension to test the pixel

2. Quality Score

Always keep an eagle eye on your Quality score. Optimize the audience and ad copy to maintain the score above average and remember, lesser the score worse the result.

3. Audience Behavior

There are cases where users visit your page but fail to respond. This calls for a different measure, try to gain their attention with distinctive concepts like OFFER/FREE Trial, FREE Webinar, Free resources and similar videos which I have shared.
Here are 2 things you need to look at;

  • Conversion rate is less and users leave from the product page

Here you need to check if all the sources are not being converted or just the Facebook users.

Through Facebook ads, users visit and register on your site but are not converted into a potential leads? That’s when you lay hands on the user data, to understand and analyze why this happens.
Based on the user heatmap, you can narrow down all the shortcomings and areas to rectify

If you consider an example that happened to one of my clients, people visiting or registering with our page to learn the language never showed up for the second time or the number of returns was comparatively lesser than the registers. This asked us for a follow up with them to turn them into a lead.

  • Users Purchase Behavior

Check whether the users are converted on the first visit or through re-targeting. Pay close attention and you can see 78% are from the returned users.

Re-targeting with different concepts like OFFER/FREE, Webinar, Free resources.

All you have to do is to get the registration done through Facebook ads and do a follow-up with them through email marketing.
 

4. Shopping behavior; Traffic, Add to cart & Initiate Checkout User

You need to compare these actions to know exactly where the people are engaged and where they aren’t. Follow the steps below to understand user shopping behaviour.

 Google Analytics – Conversion – Ecommerce – Shopping Behaviour.

Well the good news now is with this comparison you get to know when a user leaves without making a purchase that sets the base for you to act upon.

5. Take A Survey

If you are unclear on the audience’s behaviour, it’s always a better idea to let the audience take up a survey to know their personal interests as a pop up window when they are about to leave the site.

Making it a piece of cake to understand why they are taking the hard decision of leaving our site. Bad luck!!

6. CTR

Click Through Rates is basically clicking on the ads. I can’t stress you enough of the CTR’s importance in understanding how people click on our ads. Keep a check on that.
If the CTR is below 1%, you have to look at the ad copy or audience to improve the CTR above the industry benchmark.

7. Target Audience

You will get away with a low quality ad if the target audience is right and to your surprise, there might even be a good range of engagement. As you’ve guessed it, a super attractive ad will be left behind by wrong set of target audience with no engagement.

Optimize and try out new audience if the CTR and Quality score is way less.

8. Audience Size

Your Facebook retargeting audience size is small & null?

Ever heard ‘size does matter’?, Well not really sure if it matters out in the real world but with smaller Facebook regtargeting audience, the road to understand the audience is no walk in the park.
Normally for a general group of audience, Facebook take its time to understand the right audience for you and with the current customer’s behaviour, Facebook will assess the newer audience.

If your audience size is zero or null, you have to understand Why Your Ad Break down Results Are Zero or Null

9. User Flow

With a quick look at user flow, you can identify the page with more drops allowing you to optimize its content, images and speed for a better flow.

Under the Audience section in the Google Analytics, you can see the User Flow. It look like this

10. Affiliate Traffic

Getting traffic from affiliate program may not always be from the right users. Running the retargeting campaign will let you know whether the audience is correct or not. Block any scam or irrelevant traffic sources.

11. Design & Layout

If you think the design is main culprit for the reduced sales, its high time you follow these points mentioned below;

  • Analyze the user heatmap/behaviour and speed on which make preferable
    changes on the design and UX
  • You need to know what users do on your site to make changes on design
    accordingly
  • Use crazy egg/VWO to analyze the user activities

Conclusion

These are the possible ways to look at the metrics & ideas to increase your Facebook ads sales.

If you are looking for the agency to grow ecommerce business online, checkout our ecommerce marketing services

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How We Generated Over 2832 Registration & Kr.41k Sales Through Facebook Ads In 3 Months

We have had our fair share of struggles in understanding the Facebook Ad campaign world before. It took us patience and determination to penetrate through the market for a better understanding and to generate quality sales for our clients.

We delivered sales worth Kr.40k quality leads for our client’s language learning platform using our Funnel Method

Client’s problem

When we first had a word with our client, we realized that their older Facebook ads were not converting into expected sales figures. Now the task rests upon us to fix this issue and target appropriate audience with creative ads to set the sales figures ringing.

It doesn’t matter if you decide to go all guns blazing with no actual plan. So the first thing we worked on was to analyze the market they were dealing with and use our Funnel Method to get audience hooked on to our client’s product.

How does FUNNEL METHOD

In simpler terms, it is about converting strangers to customers.  It’s easier said than done. Isn’t it?

Based on Funnel Method, we use Facebook marketing objective, target audience and also product position. This method proves handy in narrowing down our client’s target audience, making it easy for us to move on to our next stage.

What are our 3 stages?

Stage 1: Educating & Product Page Content

We made the users to read our help resources or more information on our product. This helps the users in understanding more about our client’s language learning services. The primary goal was to make them invest their quality time in understanding our product which may help to drive them to sign up with our client.

You can have a look at the overall footfalls for our blogs and articles from the above photo. Those numbers indicate our significant audience.

Stage 2: Offer

Once done with reading the content of the product, most of the targeted audience proceeds to our next stage in Funnel Method, Offer. As planned users need to be hooked on with our client’s product so we gave them with the exclusive 7 days free trial or trial lesson to keep them intrigued.

In stage 2, some of the total users visited the page converted as clients while the rest didn’t. So the non-converted users are focused in the stage 3.

Stage 3: Retargeting

After checking out or registering, we retarget them gently to keep them interested in our product. Retargeting them is effective and simple since we have identified core audience through our Funnel Method. Retarget the users till they get converted into our client’s customers.

At stage, the overall Ad relevance score is above average.

Our job doesn’t end there. We target them again to make sure they book at least 5 lessons with us. That’s one quality our client loves in us.

How did our ad content work?

Our team worked day in and day out to create tantalizing educational contents like articles and videos to get the users to click on the post.

Only after which we were able to implement our Funnel Method to narrow down the audience we need.

Not just any article or videos could have got us the numbers. We carefully crafted the articles, videos with a sole intention of getting users to pay attention to us. The article also provided the users as a tool to understand our client’s product upfront leaving them with plenty of time to think if they want to sign up for the product or not.

Most of the users did sign up with us in stage 2, we happily blame it on our creative contents.

Take a look at our results from helping our client;

We were able to generate a good number of 182 sales from our 32 overall ad sets. The 182 sales figures were profitable to our client and well within their overall sales bracket.

Happy Client

We go to extends to meet our client’s expectations. It’s always been a pleasure to put a smile on their faces. For every meaningful 100kr spent on our advertising, we returned them with 1 valuable customer. That’s quite a profitable number for their business. And words of compliments put us on our trial to achieve even higher numbers.

What’s In Store For You?

Well, we take ‘put a smile on a face’ a little too seriously. We strive hard to make ad contents appeal to masses that is capable of bringing our clients new customers. Our method has been time proven to be really helpful in narrowing down the audience for our clients.

Need a Friend to handle your Facebook Ads? Feel free to contact us and see your sales number ringing!

Watch this space for more success stories to come up!

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Best 4 E-commerce Facebook Ads Targeting Audiences to Increase Sales

When it comes to Ecommerce Traffic, all visitors do different kinds of activities on our site; and hence, you must understand your audience. Here are the different types of audiences.

 

All Users = Purchased users + Abandoned Cart Users + Page/Product Visitors

In this article, we will have a brief explanation about the 4 types of audiences which has driven ₹346,641 in four days through Facebook advertising.

Let’s get started!

1. Product/Page Visitors

In this category, the users are just who has visited your product page. The broad audiences are too far from your original sales box. We don’t know exactly why they visited your page but they may be interested in your product.

 

How do you convert them as a customer?

It’s simple; Just make them to know about who you are, why you are here?, How will you fulfill their needs?.

Somehow they visited your page, so you can reach out to them with some special offers or unique story or benefits on getting your product. At the end of this ad campaign, you will either get Sales or a Brand Name

When the users have a glance of your ad for quite a few times, there are chances of remembering the brand name or the offers you posted for a while. Now, when you retarget them again with the case study or testimonials, the remaining non-buyers users also will look at your ad if the re-targeted audience is relevant to you.

Don’t promote too many ads in a day, instead maintain the certain frequency that helps to increase Brand reputation.

2. Abandoned Cart Users

Abandoned Cart Users are the one who have added the products to their cart, but never made a purchase. They may be looking for something else to confirm their purchase whether it can be a proper time, cost of the product, suggestions, reviews of the product or offers.

Here, reaching to the Added to Cart instead of the purchased users, is the best way to boost the sales.

Do you wonder why?

Normally, any person will take their time to make any decision on their purchase. So we must connect with them until they proceed with the purchase.

You can target them by creating catalogue sales, which will be a reliable option to increase your revenue.

3. Purchased Users

Purchased users are nothing but the ideal customers of yours. They already have a better knowledge about your brand and a huge trust on your products, so you no need to spend a lot of money to generate new or recurring sales.. 

 

As per the strategy, to reach out to our core customers, we need to spend a maximum of up to 3%.

 

How to convert them by spending less money on Facebook ads?

 

You can connect them again by creating Ad with the objective “Reach”. When you do the campaign with reach objective, you will have to spend just around Rs. 100 for 1000 impressions. If you retarget the purchased users with this objective, this converts a higher leads.

In fact, I have generated 96 sales worth of Rs. 85,410, just by spending Rs. 664 on the recent Facebook ad campaign with the same objective.

 4. Lookalike Audience

Lookalike Audiences are exactly the people who are similar to the previous customers in terms of interest and search criteria.

 

When you have the database of the Purchased users such as mobile number & Email-id, It will be easy to find your new ideal customers.

 

Lookalike Audience is a golden opportunity to get new customers for your business. 

 

In reality, I have generated 137 sales that worth of Rs. 107,251, just by spending Rs. 2,328 on the recent Facebook ad campaign with this audience method.

Create a conversion focused ad campaign with lookalike audience and find your new ideal customer.

Conclusion

These are the top audience targeting methods that results in higher conversion rates and this article is mainly based on my previous successful campaigns.

 

What you think about the Facebook Audience Targeting methods to boost ecommerce sales? Let me know in the comments below right now!

sales-funnel

How to Set Up a Sales Funnel That Can Increase Your Revenue

It’s quite often users end up in a page making no purchasing thus making the traffic look like nothing profitable to the business. This is where the sales funnel comes in handy as this is a specific funnel like structure guiding the users from one point to another and finally accounting for the purchase. There are different stages and filters in the sales funnel, each one contributing to some action that prompts the users to make the desired action set by you.

This option will let you turn your traffic into potential customers when they check out. You can very well optimize it to meet your requirements. 

Difference between Funnel and website

Well we have learnt what a funnel is now, and everyone is already familiar with what a website looks like, but to be more specific about choosing which you should go for, you should probably know the difference between website and funnel.

A website is where traffic slides in at a random point since the user has the liberty to glide over a page or post or any content on the website. This doesn’t drive the sales number since the users are often wandering with no specific route to follow. There’s an entry and exit point in a website where the traffic might exit if there’s no specific action to be taken.

This is where the funnel scores as it is much more of a planned route or linear passage where the traffic glides through a specific flow chart prompting them to make the action you wanted them to make. 

This is particularly useful and proves a significant part in driving the sales digits for your business. It’s more a manipulative journey where you decide the traffic’s move every second. There’s minimal distraction here like external links or anything that requires the user to leave the page, this in turn makes the user buy the product.

Why we need funnels

Though a website offers you decent customer digits, it is often the funnels that sweep the top spot for generating more customers for a business. If you are still wondering why you need it, I have listed down the reasons why you should opt for funnel to improve your business.

Converting leads into customers

It’s 2020 and people are so updated with every product or service they need. You need more than just a marketing strategy to pitch your product to them. Sales funnels let them have a clear view of what they are getting into, eliminating any queries related to your product, thus turning your leads into customers.

Follow up

Purchases aren’t done in an instant. Some take hours while some take months, meanwhile chances  of your users considering other options are sky high, this is where funnel scores while it allows you to follow up with them, like emails and try to manipulate and get their attention till they buy, maybe after months but you will always be their only choice.

Trust

One of the prominent features of funnel is the email auto responder. It not only lets you connect with your users more but also creates an inevitable bond and buys you enough time to introduce yourself to your

Conversion rate

The overall conversion rate is insane when compared to the website. With virtual guidance and emails driving the customers, you can be assured your business is heading to the green zone at the hands of funnels.

Types of Funnel

  • Self-Liquidating Funnel (SLO)
  • Automated Webinar Funnel.
  • Lead Magnet + Email Funnel.
  • High-End Client Sales Funnel.
  • Free + Shipping Sales Funnel.
  • The Challenge Sales Funnel.
  • The Affiliate Sales Funnel.
  • Course funnel

Course Funnel with an example

Clickfunnel has been helping companies to grow their venture through sales funnel. They have mastered the art of guiding users from one point to another in a specified route without any distractions or turns at midway. Take a quick at their landing page to know how they have set up subtle directions throughout their page that prompts any user to go for the purchasing page.

A 14 day free trial course is up for businessmen to get a good grip on the sales funnel for their business. From basic learning about a funnel to understanding the difference between funnel and website you got everything on it that’s sure to make you understand the core concept of a sales funnel.

Tools to create a successful funnel

Landing Page

A landing page is the first point of contact between you and your user. This also decides if a user needs to make his next move or make an exit. This is where the traffic converts into potential lead and in order to do that, show them a clear picture about you and what you do on the first page. This avoids further confusions and they can proceed to the next page in a funnel.

Email marketing tool

An email is very essential in making a contact with the users till they are converted into customers. An email marketing tool can be anything from a subject generator to an auto responder, enabling this to do a follow up with the traffic to earn their trust and a rapport for future purchases.

Facebook ads

With over 2 billion active users every day, you can’t rule out the Facebook ads from your marketing strategy since it has proven to bring a lot of potential traffic to your page. Not to forget the conversion rate is considerably higher compared to any other mediums.

Sales funnel has been helping a lot of businessmen around the world in restricting their loss of users from their website. It not just stops people from exiting but also puts you in the driver’s seat in taking your traffic to the destination you have put up, the purchase and payment page.

Do check out clickfunnels.com and their 14 days course offering you in-depth learning of sales funnels and much more!

Was sales funnel interesting and helpful to you? If you want to check out your ideal 4 ecommerce Facebook ads
targeting audience, click
here

 Drop a comment if you wish to know more on anything related to digital marketing.

Suresh-featured

10 Essential Facebook Ad Tips for E-commerce

Well there is definitely no shortcut to success when we are talking about the ecommerce business world, but there are obviously some tips that could be really handy while considering Facebook ads for Ecommerce. Because Facebook marketing dimensions have changed, no doubt, as the average return on investment from Facebook ads in ecommerce is 152%. What’s the holdup? There are already over 2 billion advertisements out there. How do you get the user attention? Follow these essential tips for Facebook ads strategy for Ecommerce and you will see the numbers flowing in.

Below is your complete guide for Ecommerce Facebook ads strategy.

1. AIDA blueprint for better quality

Use AIDA model to improve the chances of getting a better impact from the audience. Facebook ad limits you to use 90 characters. So use AIDA to make most of it. What is AIDA?

Facebook ads tips for ecommerce

Attention: Get to the point from the word go while writing your headlines. i.e., Back in Sale- Levi’s skinny fit jean

Interest: Let your audience know about the benefit of the product; i.e., soft & durable with 2x stretch

Desire: Ignite their desire by targeting them with ads that has discount or offer values as an incentive for their clicks. This improves the CTR by a huge margin. Try this one.

Action: Always have a Call to Action like Shop Now or Get Offer in every ad that you create.

2. Image speaks

The first thing any one notices from your ad is the image quality. So if there’s anything that brings in a new user, all credits to your choice of image used in the ad. 

10 Facebook tips - Image content

2 PROVEN FACTS:

  • Predicting CTR from the image quality is highly possible, as some features are proven to bring in some great CTRS.
  • Good quality image increases ROI and attracts more clicks than usual.

Aspects to be noted while choosing an image:

  • Human faces strike a great connection with the users. So bring in a familiar face or any face that restores faith in the brand or product.
  • Do not confuse your user with a host of elements in your image. Shift the focus to your product with minimum elements surrounding it with a purpose.
  • Always use a close up shot capturing the emotions of the people in the image; this will improve your overall CTRs.

3. Target people with relevant interest

Facebook is a huge marketing place. You can’t go there without a strategic plan of eliminating generic audience. Because most of the ads fail as you tend to target people with a product that they don’t have any connection or interest over.

 Get rid of this hurdle by understanding the user persona and then targeting them with a product that can connect with them easily.

There are tools you can use to create buyers persona, as this will help you save a lot of time by not wasting any moment on broader people who has got nothing to do with your products at any cost.

I have made over 30 million of revenue from Facebook ads in just one year. Have a look at how I milked the most from Facebook advertising for my Ecommerce client

4. Creating user urgency

Do you like missing out on a good deal? Especially when you see a clock ticking or the number of availabilities dropping down? This is exactly why Facebook records a good number of CTRs by using words that trigger the call to action from a user at the earliest possible. This is you perfect Facebook ad tips for Ecommerce marketing in 2020.

10 Facebook tips for E commerce -  Audience urgency

How do you create user urgency without forcing them outright?

  • Show the number of products left in stock, nobody wishes to lose out to someone their favourite product. i.e., if you are selling a hoodie, make the availability status as, stocks running out, 2 left in stocks.
  • Draft a specific time range till the product sits in the offer range. You can either go for the traditional offer ends soon or offer valid till 24th of July.

5. Retarget people who added to cart

Numbers as staggering as 70% are the total visitors checking out from a website after adding a specific product to their cart according to a report. Now that’s a large room of potential buyers we are looking at. And no businessmen would want to lose out their potential customers who have already shown interest in their product.

Tips for Facebook ads - Re-targeting Audience

All you need is to retarget them and just a pat on their back to complete their purchase.

The concept here is to retarget them with ads that has the specific product they added to cart, with a link straight to the payment page and maybe a headline like “the product still waits in your cart”.

There are many reasons why the user walked out amidst making a purchase. Maybe he wanted to purchase it later, asked a friend for his opinion or maybe he doesn’t want to make the payment at that moment. There could be many yet you never know the exact reason so retarget them with more of a generic induced message on the ads.

6. Gift them in return for a referral

Maybe it’s about time to get the friends of your existing customers to get converted. A word of mouth can go a long way in ensuring new people checking out your product. You can either use email or Facebook ads to ask your existing customers to make a referral.

Facebook ad tips - Referral gift

In-return always make sure you appreciate their gesture and gift them with referral points or coupons or discounts.

Building a referral program offers you a strong pillar of social followers who infact act as your brand advocates for a longer time as long as the chain of referral program continues. After a specific time the program might reach to point Z from A while you never even notice.

7. Create lookalike audiences

Who are lookalike audience?

Lookalike audience are the exact mirror reflection of your current customers with matching interests, social attributes and same preferences.

Why do you need to create and target Lookalike audience?

In simpler words, all you need is a little nudge to push the lookalike audience to make a purchase while it takes a lot of time and persuasions to convert a generic set of audience.

Here’s a quick video on how to create lookalike audience in a campaign.

https://www.youtube.com/watch?v=0-BJ8ab4wZA&feature=youtu.be

Personalizing your content for the lookalike audience from the same ads you used for your existing customers with minor tweaks, can uplift the conversion rate by 89% overall.

8. Give them contest

Facebook contests are the best way to engage with your audience. This also works wonders for your ad campaign and a proven strategy in bringing new audience to try out your product.

Facebook ad Tips - Contest Making

People love surprises; I mean is there anyone who hates winning stuffs?

So entertain your audience with new contests, and perhaps you can club contest and referral idea together here to make an even greater impact. This is how exactly giveaways work in social media.

Even if the user doesn’t win the contest, they had a great time engaging with your brand, which in turn increases your brand value. Next, they brought in their friends who are new potential customers on their way. 

Follow Facebook guidelines for contest ads or you will be restricted to run campaigns again.

9. Use video in ads

The latest fad in the town making rounds in Facebook world, Video ads. Facebook has now become the popular hub of videos, news and video memes that reaches the social platform even before the television.

Cash in on this and upload a video in the Facebook and then use Facebook ads to make it reach millions of new people.

The key aspect here is to make affordable video with right quality and then market it on Facebook.

Facebook ads tips - Video in ads

The above format is the new Facebook video ad format aimed at making Ecommerce easier.

Make sure these things are met;

  • Use a qualified videographer and equipments to capture your video.
  • Don’t create the video too lengthy that will put people to sleep and don’t make it too short which will let people get lost in confusion.
  • Make an appropriate duration video with the products taking the centre stage and the brand appearing at the last few minutes sealing your band image with the users.

10. Email sign ups with ads

Retargeting ads will make you to shell out few bucks every time you run a campaign. Another good way to overcome this is to run ads that ask for an email sign up form. This not only reduces the money spent on Facebook ads but also acts as a great way to get leads from ads.

Facebook ads tips - Email signup with ads

Email is your answer for a professional follow up mail that can make your brand look more classy and sophisticated and it also ensures a healthy relationship with the customers.

So create ads that encourage Email sign ups. This will double up your chances of getting leads. And perhaps your choice of marketing strategy through Email can result in conversions.

Conclusion

There’s no proven prototype for an ad copy that works all the time with people. Every user is different and the idea is to personalize the content and hit them with creative contents.

Create an ad flow and monitor the performance each ad types return, optimize the ads and experiment with your ad copies. Please comply by the Facebook ad policies and guidelines before you start creating ad contents

If you wish to read more of these useful tips, subscribe to our newsletter, we promise to bring you the best of the digital universe.

NST-Feature-Image-target-1024x576

How To Find Your Target Audience For Ecommerce Business

So what exactly is an ecommerce business? In simpler terms, selling anything online to customers is known as an ecommerce business. There are around 4.66 billion active users in the world, where 321 million of new people have joined the bandwagon since last year, which is approximately a staggering 875k new users every day.

But not everyone is  your target audience. How to find your’s amidst the astounding 4.66 billion? Well I have curated a list of things on how to find your target audience for ecommerce business.

A report by ecommerceguide states that e commerce business accounts for 14.1 % of all retail sales and these numbers will most certainly reach more than 22% in 2023. Experts has already predicted that with the 2020 coming to an end, the commerce sales must stand at a staggering $4. 13 trillion pretty soon. China takes away a bigger chunk of that number with $1.935 trillion in 2019.

What is Target audience?

Target audience is a specific group of people categorized based on their attributes and interests that might seem to be of a potential customer to an ecommerce business. It is where the business owners create audience personas from their target audience.

Some of the common demographics that brand owners look at while categorizing target audience are:

  • Gender
  • Age
  • Profession
  • Income
  • Location
  • Marital status.
  • Interest 
  • Behaviour

Why is target audience important?

Target audience is really important when it comes to running a successful campaign with an objective of converting into a customer. The average cart abandonment is a whopping 68.8%. They might be the right target audience, but not all of what you see are your right target audience for your ecommerce business.

All you need to convert them is to connect with your target audience in a personalized tone and message that they can individually relate to. 

Target audience helps in improving the overall engagement ratio to your website. Imagine a lot of people visiting your site only to exit appropriately. This increases the traffic but it doesn’t help your ecommerce business in any way as there is a huge void for engagement. While the target audience initiates a good dose of engagement that can both bring traffic and conversion value to your ecommerce business. 

Also target audience are loyal and are expected to make purchases on a regular basis, while the newbies redirected by google as take a brief tour of your site and exit without affecting your profit numbers, something you wouldn’t be interested at.

The most important benefit of identifying your target audience is the fact that it lets you design and develop your own personalized effective marketing strategy when you know your core audience.

Ways to Find your Target Audience

1.Analyzing your current customers:

Everything starts with your existing customers, this does not only ensure you understand your customer’s interests and needs better, but also helps in sculpting your buyer persona that can be helpful in finding consumers who are more likely to purchase your products.

There are 3 stages in analyzing your customer for an ecommerce business.

The first obviously being the crucial step of identifying who your customers are. This group then must be split into 2 sub groups with similar needs, interests and traits.  This way you can also identify target customers you are not reaching.

In google analytics, you can analyze the purchased users interest.

Also, In Klaviyo Email tool, you can see the predictive analytics.

This will help you to understand more about the lifetime value, avg order value, and how frequently, they are making purchases.

Customer analysis next process involves in understanding what the groups needs are, based on customers from different groups.

2.Analyze your competitors customer

To know more about the audience, definitely check the competitors customers.

They will not share their customers publicly, you can analyze purchased users interactions on the reviews, testimonials, Facebook reviews & comments.

here, you can see the 360 reviews on competitors product page.

If you check the review, it will get to know the target audience problem that they are facing.

Here is another example from Facebook recommendation:

So, Find the competitors’ customers where they engage & monitor what they are saying.

3. Research Paper

When you are entering a new market or for the first time, you need to do clear cut research on the current industry standards, the problems, audience needs, interests and more importantly on your competitors audience.

To find out above things, reading the research paper is the one of the best ways to find the target audience.

Here is a way to find the research papers:

Search your keyword on google like “Natural soaps” market research.

Then Refer the research papers & gather data from articles. 

Also, check the research date or article published dates. This will help you refer to the recent research articles.

You may not get the research papers for free, bt still you can find few research papers from Statista

4. Survey

Surveys is the most comfortable and accurate representation of your customers/users allowing you to exploit your questions to its fullest. 

For example if you are selling a natural soap online, there might be thousands of questions piled upon in your mind. How much are they willing to pay? Which flavour do they like the most? This is just a gist of thousands of questions raised in your mind.

The first step in identifying your target audience is to send a survey to a balanced set of general audience. The survey sample can include anything that includes from as basic as name to what they look for in a soap etc.

In that, you have to ask questions that you want to learn more about the audiences. There are more things you can ask to your audience, here are few:

  1. Gender,
  2. Age
  3. What is your interest? or Do you use chemical free soaps?
  4. What are the activities you like to do? ( give them options too)

Now you know what you need to ask & next you should know where we have to ask?

Because there are many platforms where people stay. Let give you the ways, you can choose the ways based on the users/customers placement.

  • Website popup or widget on the site
  • promote on social media page via form
  • Send a mail to existing customers
  • Ask via Chat bot

Based on the 2010 U.S. census data there are roughly 30 million people in your target market. The ideal number to go for when you are conducting a survey is 150 people and the margin of error stands at 95% confidence level that’s equivalent to + or – 3% that’s close to perfection.

I use Hotjar to do surveys on the site & for other platforms, I use Google forms.

5. Forums

Another great space where the audience engages and interacts a lot that gives the ecommerce businesses just enough space to know what they are talking about and then market their products that answers their questions.

You can find the forum in google. Search product/industry “forum” to get related forums.

In the forum, you can find lots of questions & answers from the users.

Here, interested people only engage with forums, so you will be able to find the audience interest.

Analyse the pattern of questions that arise and then try solving them with your products. This helps in drafting an effective marketing strategy along with helping you find your right target audience.

6. Facebook Insight Tool

Facebook Insight tool is a great way to find out the audience demographic & affinity interest based on activities on Facebook.

Using this tool, we can find the audience demographics, affinity interest/ pages that they follow. Here is an example

Faecbook collects huge amounts of user data. The more you know about the users, the better you can target them. You refine audience in your Facebook Ad Manager based on the below points;

  • Demographics
  • Geographics
  • Gender
  • Time user is active
  • Device
  • Interests
  • affinity pages

The more layers and filters you use, the smaller your audience circle gets. But that’s indeed a good thing considering eliminating unwanted audiences from your core audience group.

7. Think With Google

This is one of the best sites to get more details about the audience.

 In fact, I use this to find out the target audience because it gives lots of information about the audience. Here is some sample data about the block Friday sale.

Thinkwithgoogle allows e-commerce owners to go beyond the demographics to find the right target audience for your business. 

You can find the relevant insights from think with google by searching on google like Natural Soap “thinkwith google”

Refer all the articles/insights & then you can then start using information to build your own target audience by adding the audience from the existing list based on their interests, demographics and your business goals.

Conclusion

Marketing with no right targeting audience is like going all guns blazing but without a proper back up plan. So before you draft your effective marketing strategy, identify your core audience and then ensure your plans are revolving around it.

These are the ways I use to find out the audience interest & more for ecommerce brands.

Please let me know your thoughts about the article in the comment below.