Ecommerce in Facebook
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.
Facebook Ads funnel
Catalog sales ad
Flash sale ad
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!
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 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:
More customers reviews
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 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:
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.
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
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:
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.
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.
Analyze your product benefits & Features
Analyze our competitors products/brands and list out the differences/unic things that you can communicate.
Find out the problem & Benefits are commonly talking about the product on Forum, testimonials, reviews, & social media.
Then connect all the gathered information to create the communication theme. Also consider whom you’re going to reach.
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.
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
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 .
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.
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
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.
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.
4.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.
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