Facebook ads are a great media to get more engagement and generate more sales.
Facebook has over a billion monthly active users according to Statista. With Facebook ads, you have the opportunity to put your business and product in front of this very large and active user base. Many e-commerce businesses have been able to make the most of this opportunity and have grown their businesses significantly with Facebook ads. Online retailers such as Pigtails and Ponys, a hair accessories brand, and Joseph Nogucci, a designer jewelry brand, have had and continue to have a lot of success with Facebook ads. 70% of Pigtails and Ponys’ customer base has been acquired through Facebook ads and Joseph Nogucci has seen a 7x return on their ad spend.
When you think of Facebook ads for your business, maybe you begin to wonder if it’s too expensive, if it’s too difficult to figure out, or if it’s still too early for your business to pay for advertising.
In this article, I’m going to go through the basics and fundamentals of Facebook ads and provide you with an overview of the platform. In a future article, I’ll walk you through, step-by-step, how to create your first ad. For now, let’s dive into the world of Facebook ads and what they look like for e-commerce businesses.
Who Can Create facebook Ads?
Anyone with a Facebook account. To get the most out of Facebook ads, I suggest creating or having a Facebook Page that you can attach to your ads. This will give you more options in terms of placement and ad type when creating your ad.
Why Your Business Should Consider Facebook Ads
The reason so many marketers love Facebook is because of how highly specific you can get with your ad targeting. Because Facebook collects so much detailed and unique information from its users, if you wanted to, for example, sell steel toe boots, you can target a 33 year old construction worker in Wyoming, who likes Caterpillar Inc’s Facebook page.
With each ad you create, you can choose how much you want to bid to have your ad shown to your target audience as well as if you want to bid on the cost per click (CPC) on your ad or on the cost per 1000 impressions (CPM).
To give you an idea of what you might pay, Statista reports that in Q3 of 2014, e-commerce businesses saw an average cost per click of $0.49 on Facebook. You also have complete control over your max bid, budget per day and total budget for your campaign. You can start testing ads for as low as a $1 a day to measure the kind of engagement you get before pouring more of your advertising budget into Facebook ads.
Lastly, as mentioned in the beginning of this article, many e-commerce businesses are already finding success with Facebook advertising. MVMT Watches had a 3x lower cost per acquisition on Facebook compared to other advertising channels and Bestowed, a healthy food delivery subscription service, had a 5x return on ad spend and increased their website traffic by 30% with Facebook ads.
Where Can You Advertise on Facebook?
The first part of Facebook advertising is deciding where you want your ads to be shown. You can choose to display your business’ promotion in different places on Facebook, or even across all of them.
Looking at the graphic above, from left to right, we have mobile ads and desktop ads which allow for sidebar ads and news feed ads.
While this information is valuable, it also means you need to ensure your website is mobile-friendly. Desktop ads have two different placement options. The first is the sidebar. The sidebar allows you to display an ad without being required to have a Facebook page.
The other placement option is in the news feed. According to AdEspresso, the news feed gets more engagement than sidebar ad placements, however creating a news feed ad requires you to have a Facebook page.
Lastly, Facebook rolled out their audience network last year which allowed advertisers to place ads in mobile apps.
What’s Your Goal?
Selecting and creating the right ad type is based on what you want to achieve with your Facebook ad. If you want to create an ad that generates purchases or email sign-ups, then ‘website conversions’ are a good objective for your ad. If you just want more Likes on your Facebook page, then creating an ad for ‘page likes’ is your best bet.
Of course, every e-commerce business owner’s ultimate advertising objective is to drive sales on their website, however, there’s no “one” ad type that will guarantee this. Every business is different and each business’ customers are different, meaning you should explore each ad type and objective and keep a close eye on your competitors on Facebook to see what kind of ads they run.
What Kind of Facebook Users Do You Want to Reach?
Facebook has an array of options when it comes to selecting your target audience. Most of the options provide further detailed options for targeting Facebook users. I encourage you to play around with each option to fully see what’s available to you in terms of targeting your ad. On Facebook, you can target users based on:
- Ethnic Affinity
- Life Events
To get a better understanding of all of these targeting options, read Facebook’s documentation about audience targeting.
For more advanced advertisers, you can create what Facebook calls “custom audiences”. Using things like your email list or a retargeting pixel allows you to target or even exclude a very specific audience in your ads.
Social Media Examiner suggests creating a separate ad for each interest/topic. So, instead of inputting four different interests in your target audience for your one ad, create four different ads for each interest you wish to target. This way, you can see which interest performs the best for your ads. For example, if you were selling guitar straps, create an Ad Set targeting users with Gibson Les Paul as their interest, another Ad Set targeting users with Fender Stratocaster, another Ad Set targeting users with Gibson SG as their interest, etc.
Creating Your facebook Ads
A easy and quick way to start is with a page post ad that tracks website conversions by placing the conversion tracking pixel on your checkout page. Page post ads don’t require a lot of setup like a multi-product ad and they don’t require a lot of time producing the creative for your ad like with a video ad. Of course, you’ll want to test those ad types as well but to get started, a page post ad in the news feed is a great starting point.
When deciding on the objective, according to Kissmetrics, Facebook ads that use a low-friction conversion, generally perform a lot better. For example, asking a Facebook user to signup for an email list is a lot easier and will likely yield more conversions than asking a user to buy. Getting the email first, then using rapport and relationship building to eventually ask for the sale, can work better. This means you should consider other ad types besides only direct selling on Facebook.
As a quick tip when coming up with the copy and images for your ad, try to match the copy and image of the ad to the copy and images on your landing page. WhichTestWon saw an increase in conversions by 115% when the copy of the ad matched the copy on the landing page.
Ad Approval and Ad Guidelines
Before submitting your ad to Facebook, ensure you go over Facebook’s advertising guidelines to ensure your ad doesn’t break any rules, which will make the approval process as smooth as possible.
One quick thing to consider is the amount of text you can place on the image for your ad. Facebook only allows 20% of your ad image to contain text. Use Facebook’s grid tool to help you determine whether or not your image has more than 20% text.
Once you submit an ad to Facebook, it goes through an approval process. Facebook is usually very quick to approve ads. It could be approved anywhere between a few minutes to a few hours. If it’s your very first ad, it might take a little longer to get the ad approved. You will get an email and Facebook notification once the ad has been approved.
If you’re struggling to get your ad approved, you can contact Facebook’s support in regards to ad approvals.
Facebook Ad Reports
Once your ad is approved and running, it’s important to monitor your ad to ensure it is performing well. Go to the Ads Manager and click on your ad to get a more detailed report. You can view the on-going and past report of any ad regardless or where you created it.
Some important metrics to keep track of and compare among your ads are:
- Conversions: How many users performed your desired action.
- Reach: How many Facebook users have seen your ad. (not to be confused with impressions, which is the total number of times your ad has been seen)
- Cost: Usually measured in cost per action. This will give you an idea of how much you are spending to get Facebook users to perform your desired action.
- Frequency: The amount of times, on average, your ad is shown to a user.
- Click-Through Rate: The percentage of users that click your ad. The higher, the better.
If you’re wondering “what’s a good click-through rate?” or “what’s a good X?” it depends and there isn’t really a benchmark you should be trying to meet. Use these metrics to compare your ads. If one ad has a significantly higher CTR (Click-Through Rate) than another, it might be time to pause the under performing ad to save you money.
You can also edit ads in the Ads Manager as well as pause or delete any ads.
Post Author: Corey Ferreira, Original Source