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

How-to-Grow-business-using-facebook-ads

How To Grow Your Business Using Facebook Ads

You can’t turn a blind eye to Facebook ads if you are into business especially the ones associated to eCommerce. Facebook ads blooms as a businessmen’s paradise with over 2 billion active users everyday and chances of your customer using Facebook is sky high. This proves to be one of the most profitable outbound platforms to position your ads.

Choosing Google search ads as a part of inbound marketing, you already have right audience marching towards your website since they are looking for you.

With outbound marketing, the interesting and challenging part of the job is to identify and target the right audience who might be interested in your product.

Let’s say you are selling a product intended for mothers of new born babies. If you are advertising in the newspaper or TV, chances of reaching out to new mothers are way too less. Investing a decent budget on advertisement that doesn’t give back fruitful result is never a good sign for any business. With Facebook ads, you already have a clear database of its users, making your work half done already by targeting mothers of new born babies.

Thanks to its power to optimize and narrow down the audience segment, a new set of businesses has started to bloom. Without this feature, many wouldn’t have even been existed as there was no way to target a specific audience or even to identify right users through any marketing channels.

Ride upon the Facebook stride to grow your own business or develop your existing one.

1. Targeting the Right Demographics

Facebook ads lets you reach out to audience based on location, age and gender. You can even target them with custom audience feature that you learn later in this article.

Targeting based on age and gender was never into existence before stressing how powerful and effective Facebook marketing prove to be.

2. Targeting the Right Interests

Not just based on demographic, you can even target them based on their personal interests.

Facebook tracks about its user’s interest by knowing what they post on their profile, websites they visit and like.

For example, consider yourself selling a digital marketing tool, you start a campaign to target audience those who are interested in digital marketing.

You can also eliminate people with interests that don’t fall under your potential customer list. You can further specify your audience list by adding more interests to filter the list.

After setting the right interests and demographics, Facebook will take the liberty of showcasing what your estimated audience you can reach will look like.

With also a rough estimation of your result based on the past data, this turns out to be real effective and useful.

Since Facebook Pixel is installed, it estimates that I will be getting 250-754 conversions a day.

3. Facebook Pixel

Pixel is a code plugged into the backend of your website. Most people visit your page on the same device they have their Facebook account logged into. Being still logged in while surfing, Facebook manages to track the pages a user visits.

Thanks to Pixel, you can get build your own custom audience and custom converstion. You will also be having a look into the audience insights that lets you know about the demographic and interests of the people visiting your page.

With my audience insights, I can have a look at my audience age, gender, relationship status and even education level. That’s interesting.

4. Custom Audience

As claimed earlier, you can build custom audience using Facebook Pixel.

Using audience manager, you can create an audience of only the people that visit your product page. This makes it easier for you to target them with ads of your product proving to be real effective.

You can also create a custom audience of people checking your career page and then run ads to people that are interested to take up a job in your team.

You can create custom audience in the audience section of the Facebook ads manager.

Create a rule based on page visits.

Website traffic custom audience is one type of audience. Lets you create more types of custom audience like uploading a customer file with contact details or purely based on mobile app usage.

You can dig deeper into audience subject with our strategically drafted Facebook Ads Targeting Audience to increase your overall sales

5. Facebook Lookalike Audience

Facebook lookalike audience is a set of new group of users that you can bring under your targeting radar since their interests is as same as your existing customers. Facebook helps you to optimize the list of lookalike audience for you to create a target set of audience.

The most important aspect of using lookalike audience is to identify and narrow down the like minded people similar to that of their existing ones to improve their product sales in a quicker time and in an efficient way.

6. Use Video in Facebook Ads

There wouldn’t be any better way to express your ideas than a creative video content. The latest tad among the social media platforms are videos. It’s fun, to the point and also acts as a great way to communicate with the audience. Cashing in on this sudden surge will let you walk back with handful of sales for sure.

Video ads don’t just make any user pay attention to it, but also creates an underlying emotion that connects with them on a large scale. Video ads if done right, has the power to communicate about your service or products in a way that reaches the audience emotionally strong enough to convert them as a customer. 

There are enough things in Facebook already to keep the audience busy and occupied. So for you to make an even stronger impact, enable autoplay option aswell. This is the best way for a faster engagement with the audience.

Learn from your video stats. Not all video ad content tends to be the people’s favourite. Use only those that perform really well to pull enough crowds in already bustling Facebook.

7. Brand Value

Should the audience trust in your brand, the conversions rate will also be given the necessary boost. Always try creating your brand value through Facebook ad that significantly talk about your brand and product setting up the much needed connection between the audience and brand. It creates reputation among the audience and with a good word-of-mouth, the audience will naturally develop a trust in your service that seals the deal for you. This is your ultimate key for setting up your brand as a people’s favourite. 

Make sure you give an overview about your brand to the audience so they can have a clear-cut idea on what they are signing up for.

Conclusion

The importance of Facebook marketing holding a place in your journey of growing your business is incompatible. Join in the trend and cash in on Facebook ads to make the most of it. With over 2 billion active users, you possibly can’t go wrong with it

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

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