Are you using Facebook Ads?
It’s a fantastic tool that helps online sellers bring their products to a broader audience. Most importantly, it helps get your products in front of the right audience.
For those selling on e-commerce platforms, Facebook provides an easy way to target specific customers and bring them back to your website.
By using certain tricks and tips, you can get even more value from them. You can gain more clicks, reach more target customers, and ultimately sell more products.
I. Leveraging Facebook’s Resources
1. Use Multi-Product Carousel Ads
Facebook now allows you to choose multi-product carousel ads. There are many reasons why this specific ad type increases click-through rates and lowers your costs.
Firstly, it’s engaging and interactive. Customers want to scroll through and see more products. Our natural curiosity makes us click and play with it. This drives more people to your brand and engages them.
Secondly, you display a group of related products. Use this option to tell a story or explain how multiple products interact and support each other.
Thirdly, use it to showcase a range of products. For example, if you sell skiing equipment, customers may not immediately want to buy skis, but you can use the carousel to show them cheaper items like boots or wax. It gives them a much bigger reason to click.
2. Use Video Ads
Facebook’s algorithm actively prioritizes video content. By using videos, your ads are more likely to reach people’s newsfeeds. Not only that, but it’s also more engaging as a format. Statistics show that more than half of daily Facebook users watch videos on the platform every day.
Your customers are more likely to stop and watch a video as it starts playing automatically when they scroll by.
You can also use it to showcase the products you’re promoting. For example, Asos does this to showcase their clothing range. If you own a fashion store, you can do something similar. When creating your ad, choose the video format.
3. Use Facebook’s ‘Offers’
Everyone loves a discount, and customers are more likely to click when you’re offering one.
If you’ve discounted your products, you can create a specific ad for the discount or offer. Why not create a promotional offer to entice people? Look at how Macy’s offers 25% off on all products over $100.
The best thing about this type of ad is that your potential customers don’t need to leave Facebook to redeem it. There’s less competition, and it shortens the distance between orders being finalized. Clicking on the ad gives them a unique code they can use on your website. This particular method also uses ‘social proof’ by showing others that ‘14,991’ people have already taken advantage of it. Overall, it’s a great way to lure new and existing customers to your website.
4. Boost an Existing Popular Post
Sometimes we’re cautious about launching an ad because we never know how well it will perform. Will anyone click through? Will it be a waste of money? That’s why boosting an existing post is a great idea. You can choose a post that has already generated tons of shares, clicks, and engagement. In other words, you know it works. Now, just boost it to reach thousands of new people.
You can choose to advertise it to people who already like your page or reach out to new audiences. (I’ll show you some additional targeting tricks). The beauty of a boosted post is that you already know it generates results. Boost it, and you’re almost guaranteed more sales and attention.
5. Stop Selling!
Not every ad needs to be focused on sales. In fact, studies show that we often scroll past overt advertisements. We’re so used to seeing ads that we tend to ignore them automatically. Instead, look for other ways to derive value from your ads.
One alternative is to promote an event. As an e-commerce store owner, events are a great way to enhance brand awareness. Perhaps you could host a product launch event in your area. If you own a fashion store, you could organize a catwalk event or sponsor a clothing event. If you run a jewelry store, you could hold a workshop in your local area. Then, use a Facebook event to build awareness for it.
Take a look at how Jasper Market uses an event to showcase their products. They aren’t trying to sell anything, but it all contributes to eventual sales.
6. Instead, Boost Your Brand Awareness
This is another great way to advertise without actually selling anything. Take North Face, for example. They’re an outdoor and adventure gear store. However, their ads focus on reinforcing their brand identity rather than direct selling.
They understand that Facebook ads work best when they’re visually appealing, inspiring, and shareable. In the long run, they will build their customer base and strengthen loyalty to their brand through this type of advertising.
7. Create a Custom ‘Call-to-Action’
If you ask me, this is one of Facebook’s best new features. Instead of using a simple box format, Facebook now allows you to create a personalized call-to-action. It’s still underutilized by brands and e-commerce sellers, but it can significantly boost your click-through rates.
When setting up your ad, go to the ‘text and links’ section. It will allow you to choose from a few dropdown options, such as ‘buy now,’ ‘learn more,’ ‘sign up,’ etc. You can also enter your own custom call-to-action. This will actively prompt your customers to click and increase your potential sales.
II. Targeting
Facebook has a unique ability to deliver targeted ads. It records the demographics and location data of most users. It also collects their interests, likes, and job roles. All of this is extremely useful for e-commerce owners. However, there are even more powerful ways to target your ads. Here are a few simple ideas.
8. Target Your Website Visitors
Many store owners instinctively use Facebook ads to reach new customers. However, it’s much more effective to target people who have already visited your website. They are already familiar with your brand. They’ve browsed your products. There’s a connection there, so they’re more likely to buy from you. You just need to remind them! Using Facebook ads, you can remind them of your website and reinforce your brand in their minds.
First, you’ll need to use a small piece of code called a ‘Facebook pixel.’ You place it on your website so that Facebook can gather information about the people who visit your site. Now, when setting up your ad, click on the ‘Custom Audience’ option. Facebook will then target users who have visited your website. You’re more likely to get clicks and sales by using this technique.
9. Target Your Email Subscribers
Again, this uses a similar method to the one above. The difference is that this time, your target audience is even more closely connected to you. They’ve subscribed to your email list, meaning they’re already very interested in your products. A few carefully placed Facebook ads will further boost your brand awareness and persuade them to make a purchase.
10. Targeting People in the Process of Buying Something
Facebook recently introduced a new part of its targeting algorithm called ‘behavior,’ highlighted below.
By targeting ‘purchase behavior,’ you can select to target people who are in the process of buying a specific product. For instance, imagine you’re browsing websites looking to buy a new gaming controller. Using cookies in your browser, Facebook knows when you’re searching for a new gaming controller, so it starts delivering ads to you that are relevant to gaming. You might have experienced this yourself.
As an e-commerce seller, you can turn the tables. Now, you can target people who are in the process of buying a gaming controller. This is perfect if you sell games or accessories. You can do this for anything: jewelry, fashion, sunglasses, etc.
11. Targeting Based on Their Income (or People Who Spend More Than Average Online)
If you stock expensive products, your ads are often wasted on a poor student! Suppose you sell luxury bath soaps at $100 per bar or premium sunglasses at $500 per pair. You clearly have a specific, high-end market in mind. I’ve never seen a poor student drop $100 on a bar of soap, so you’re just throwing your advertising money into the air if you promote your product to this broad audience.
By targeting only people with high net worth or above-average income, you’re more likely to reach your target audience.
Facebook also categorizes people who spend more than average online. Naturally, these Facebook users are happy to get their credit cards out and enjoy a little online shopping! These are the perfect users to target, especially when refining by interests and demographics.
12. Targeting Parents by Their Child’s Age (or Targeting Expectant Mothers!)
This is great for anyone selling baby products, children’s clothing, or products for parents. But obviously, there’s a huge age gap for parents with children. ‘Parents’ targeted could have a teenage child. Quite pointless if you’re selling baby accessories. So, Facebook divides it by the child’s age.
There’s also a fantastic category right below for expectant mothers. This is a huge market to tap into if you sell baby clothes, and Facebook allows you to advertise directly to all pregnant mothers worldwide!
13. Targeting Someone in a Long-Distance Relationship
Couples who are halfway across the world love sending gifts. You can help them by targeting them directly. Facebook uses its analytics to identify couples in long-distance relationships.
As you can see in the image, you can also target people if they have an upcoming anniversary. Those people are always looking for a gift in the near future. You can also target friends of people with a new job or friends of a newly engaged couple. These are people likely looking to buy something.
III. Optimizing Images
Facebook prioritizes images and videos over other forms of content, so you have to prepare them correctly. You must prevent people from scrolling past immediately with a truly eye-catching photo. Here are a few tricks to help you.
14. Use a White Background
Advertising experts have conducted thousands of tests and concluded that white backgrounds encourage more clicks. Why? Because, generally, it draws the eye. Web designers often use white backgrounds to make the main subject stand out more.
In this image, see how the orange stands out on the screen. It’s enhanced by the white background behind it. The customer’s eye is automatically drawn to it, and they are more likely to click on the link. Try it with your own ads.
15. Use the Rule of Thirds
The rule of thirds is a design principle that helps create a sense of balance in an image. Applying this principle is easy; divide your image into nine equal squares by drawing two vertical and two horizontal lines. Placing the main subject of your ad at the intersections of these drawn lines will create a sense of balance. Here’s an ad that applied this rule:
These guys executed it perfectly here. The bright colors pop out, while there’s an even and balanced feel – all thanks to the handy rule of thirds. Two-thirds of the ad will be the shoes (the main subject), while the final third will be the brand (the secondary subject). This provides a visual hierarchy, where you’re first drawn to their beautiful patterns, and then you’re introduced to the brand. They also give the product and logo plenty of breathing space, giving it a sleek and balanced look. Read more about Facebook Ad design principles.
16. Always Place Your Product on the Right Side
This trick might sound odd, but statistics show that products sell better when advertised on the right side. Crazy! But it’s true. All of this is based on long-established marketing knowledge. In a store, for example, the items you purchase most often are placed on the right side as you walk down the aisle.
You can use the same trick online. Our eyes are instantly drawn to the right side. For most of us, it feels more natural.
You can use all kinds of Jedi mind tricks when marketing and advertising online.
BONUS TIP! 17. Use a Round Number for Pricing
Your mind processes a simple number much faster than an odd one. So, instead of advertising a pair of sunglasses at $14.95, advertise them at $15. Don’t be afraid to round up or down in pursuit of a better click-through rate.
By using these tricks, you can drive much higher sales in both the short and long term.
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