Is it viable to start advertising dropshipping businesses on Facebook? That's a question that many people out there are looking to have answered. Hi, my name is Francisco. I own a Digital Marketing agency called Planet Marketing. We specialize in Facebook ads, Google ads and remarketing. Many of my clients are into dropshipping. Today, I am going to share with you how I have helped them harness the power of Facebook ads to grow their businesses. This article has the following section;
Do Facebook Ads Work for Dropshipping?
If you were doubtful about the usefulness of Facebook Ads for dropshipping businesses, then this section should put your mind to rest. As we speak, thousands of people in the same line of business are already using Facebook to reach out to their customers. The following are some of the reasons why Facebook Ads are the best option for dropshipping businesses;
1. Facebook is big, which is ideal for dropshipping
Find more statistics at Statista
Okay, so why Facebook? Well, it all has to do with size. That's the major reason why so many people in so many sectors are falling all over each other in a bid to be the first to advertise on the platform. Facebook is truly phenomenal.
When we wrote this article, the platform boasted of over 2.8 monthly active users. You can be assured that by the time you read the post, that number will be well above that. Never mind all that some people have been saying about Facebook having reached its peak.
2. Facebook knows too much a lot about it's users
One of the major attractions for doing Facebook ads marketing is that Facebook knows a lot about it's users. In fact, some would say Facebook knows a bit too much about it's users. It knows the following;
- Their ages
- Relationship statuses
- Current and former workplaces
That's just a sample of the information that people give voluntarily and involuntarily to Facebook. We are not here to discuss the ethics of the matter. The only thing that we can say is that this information makes creating Facebook Ads a much better prospect than it would otherwise have been.
Here we should note one of the challenges of doing Facebook Ads marketing for any business. The main one is the issue of intent. What do people go to Facebook to do? Well, they go there to chat with colleagues and total strangers.
They also go there to jealously look up old flames. Perhaps they may watch a funny video or two along the way. Now, with these important undertakings in mind, it can be hard to get people to respond positively to an ad.
To put it simply, people do not go to Facebook to buy. So, you need to be ultra creative to get their attention. It's difficult, but it can be done. That's different from running Google search ads. On Google, intent is clearer. A person looking for a pool repair service probably has urgent work that needs to be done.
On Facebook, intent is small. Still, Facebook ads are some of the best that you will be able to find out there. That's mostly because of what we have just mentioned; Facebook knows a lot about it's users, and you can use this information to precisely target your audience. That increases the chances that the ads that you are going to be creating will be successful.
3. Everyone can afford to advertise on Facebook
Dropshipping businesses are generally small. Perhaps you operate yours from your garage. Maybe you are a stay at home mom trying to make ends meet. So, can you afford to advertise on Facebook?
The answer, surprisingly enough, is yes. People often get intimidated by the prospect of advertising on Facebook. Yes, the whole thing can be overwhelming, but definitely not in terms of cost. What do I mean by that?
Well, you can boost a post on Facebook for a measly $1. With that amount, you will be able to reach quite a number of people. Or you can create an ad that runs on a daily budget of $5. Of course, your results will be minimal at these amounts. However, if you do things right, you will still be able to realize a respectable ROI.
4. You can run your own campaigns
Another great thing about advertising your dropshipping business on Facebook is the fact that you can run your own Campaigns. This article aims to show you the way. I also have a number of resources that you can use to lighten the burden.
Facebook ads marketing can be daunting. Most people buckle when it comes to getting set up. But that doesn't have to be the case. You can simply sign up for my Facebook Ads setup Plan. That way, I will do all the initial hard work on your behalf. You can then take over running your own campaigns.
Things to Note Before Getting Started
Before we jump into the process of creating our first Facebook ad for dropshipping businesses, it's important to explain some things. The information that I give in this section is derived from years of working with dropshipping businesses. It should help you skip all the pain of going along a new path. If you follow what I mention here, then you will be able to run Facebook Ads marketing campaigns that truly rock;
Build a professional eCommerce website
Most people getting initiated to dropshipping make the mistake of focusing on their ads and not on their websites. That's a terrible mistake. Your website needs to inspire confidence in the people who you are looking to do business with.
Make sure that you have build as professional a website as is possible. Remember, you are going to be handling people's money. Nobody is going to want to trust you with their credit card details if you do a shoddy job of building a store.
Fortunately, it's very easy to build a top range eCommerce store. You can use eCommerce software such as Shopify. Another option is WooCommerce. With these plugins, you can have a good looking website up and running in a few hours.
Retarget your audience with Facebook Pixel
Facebook Pixel is a wonderful tool for dropshipping businesses that truly wish to be successful with Facebook ads. You have the option to go the general way, of course. That would involve perhaps creating an ad with brand awareness as the goal.
Alternatively, you can do things the pro way. That involves remarketing or retargeting. I have already noted that I am an expert at this. Remarketing is essentially showing people marketing materials based on their interest on a participating website.
Let's say you are into DIY home security devices. Your website will be focused on this. You will be getting traffic from a lot of places onto the website. That includes from search engines such as Google. Perhaps you get other traffic from your Facebook Page and from other social media sites. .
Anyway, the eCommerce conversion rate tends to be rather low. It stands at about 2%. That means most of the traffic that you get will fly away. This is where remarketing comes in to save the day. The above screenshot illustrates the retargeting process.
It allows you to follow people from your website to Facebook, where you have a second chance to convert them. That all happens thanks to pixel. Pixel is a piece of code that tracks what people are doing across various platforms.
Each product needs to have its own Pixel
Don't just track traffic to your entire website. You need to be focused. Each of the products in your catalog needs to have it's own pixel. That way, you can track what is happening with that product. And you can have people shown ads based on their interest in that particular product.
Send people to your product pages
This is where people often get lazy. The result are campaigns that perform below par. What you need to do is to direct people to your product pages, and not to your home page. But why is that the case?
Well, your home page is probably very generic. It's representative of your website as a whole. It doesn't represent a particular product. That's not good when it comes to creating Facebook ads for your dropshipping business.
The ideal situation is one where you create an ad for each of your products. Each of these products will have a products page. Now, when someone clicks on your ad on Facebook, they will be taken to a page selling the particular product in which they are interested.
It wouldn't do to send them to your home page. They are beyond that in terms of the sales funnel. You will actually be taking them backwards. So, for each ad, there should be a products page.
Create Dynamic Facebook Ads
It can seem daunting to create an ad for each of the products in your catalog. That's one thing that puts people off of creating dedicated landing/product pages for their Facebook ads.
Fortunately, Facebook provides a solution to this dilemma. The answer lies in creating dynamic ads. In fact, this is the route that all eCommerce businesses need to take. Dynamic ads are based on the products in your eCommerce store.
Each ad will feature a product. A person is shown an ad featuring a product in which they are interested. That will be based on their interested on your website or elsewhere. We have already noted that this interest is tracked with the help of Pixel.
Ensure your landing pages are optimized to convert
One common mistake for people doing Facebook ads marketing involves spending the majority of their time on their ads and not on their landing pages. In this case, the landing page is, as already noted, your products pages.
So, you need to make sure that these are designed to convert traffic from your ads. Otherwise people will land there and leave without making a purchase. Always strive to make your landing page the best that it can be. So, how can landing pages be optimized to convert?
- Add countdown timers: That's one option for optimizing your product pages to convert. Countdown timers create a sense of urgency. It leaves people feeling that a product is in short supply. That drives them to buy.
- Add a chat plugin to your site: People often have questions that they need to have answered before they can commit to buying a product. I have previously written on why the free Facebook chat plugin can be a game changer for eCommerce stores. Having a chat plugin allows you to engage with your prospects. You get the chance to reassure them about your products.
- Use exit intent popups: One strategy that I mention in my article on how to best recover abandoned carts is the use of exit intent popups. They are triggered by specific events. Perhaps someone is about to leave without completing the checkout process. You can sweeten the deal by offering them a discount. Again, the aim is to make sure that you convert as many of the leads landing on your site from your Facebook ads as is possible.
Do a lot of testing
At the beginning, you will probably be fumbling along as far as creating Facebook ads for your dropshipping business is concerned. It can take a while to strike gold. You need to be patient.
The great thing about Facebook ads marketing is that you can do a lot of experimenting. You shouldn't give up at the first huddle. There are so many aspects that you can play around with. Ultimately, you will find the right formula and from there, you will be free to scale your advertising.
Creating your Ad
So, where do you go when it comes to creating the first Facebook Ad for your Dropshipping business? Well, Facebook ads are created using Ads Manager. You can have an ad up and running in the following 3 steps;
- Choosing a Campaign Objective
- Setting up your audience and budget
- Creating and uploading your ad
The Facebook Ads Campaign Objective
The Campaign Objective in Facebook ads lays out the goals for each of your campaigns. Facebook gives you 11 Campaign Objectives. However, you can only have 1 Campaign Objective per Campaign. So, it's important to know what you wish to achieve beforehand. Here are the available Campaign Objectives;
- Brand awareness
- Lead generation
- Catalog sales
- Store traffic
- Video views
- App installs
Best Campaign Objective for Facebook Ads for Dropshipping
So, which Campaign Objective should we go for in this instance? Remember what we have just said about experimenting? This is one area that you can do that.
For this example, we will choose Conversions as our Campaign Objective. That's because we want to have our ads shown to people who are most likely to make a purchase.
The Ad Set
The Ad Set is where you do most of the work as far as setting up your ad is concerned. It's where you define your audience. It's also where you set up other things such as your budget and schedule. We will look at some of these areas here;
Conversion event location
This is the place where your conversion event will take place. Just to explain, you could set it up such that your conversion event is the adding of your product to a shopping cart by the customer.
Choose a pixel and a conversion event
As you can see in the above screenshot, you are required to choose a pixel here. That's for tracking the conversion event. You are also required to choose a conversion event. This is something to which we have already alluded.
For this example, we will mark a conversion as being when someone adds payment information. By that stage, it's clear that they are well on the road to buying. Other options here include;
- Add to cart
- Add to wishlist
- Complete registration
- Customize product
- Find location
- Initiate checkout
- Start trial
- Submit application
Budget and Schedule
How much should you spend on Facebook ads marketing for dropshipping? Again, this is something on which you can experiment. Start small and then optimize as you see positive results.
Remember, performance of your ad and your CPC is not all about your budget. There are other considerations, such as your ad's relevancy score. You can boost your performance by having a great landing page, without necessarily having to up your spending.
One thing to note here is that you should set start and end dates for your Campaigns, lest Facebook keeps deducting money from your account without ever stopping. If you set time or budget based campaigns, you will have no issues.
You need to really spend some time here. Audience definition is important. If you do it wrong, your ads will be lost in the vast Facebook alleyways. You won't get the desired results. In the Ad Set, you have various options when it comes to defining your audience;
First, you can target a new audience
This is something that most beginners prefer to do. You can create a new target audience that has nothing to do with pixel, dynamic ads and so on. It's the simplest approach, though perhaps not the best in this particular case. You get the following settings for defining a new audience;
- Detailed Targeting: Demographics, Interests, Behaviors
You can target a Custom Audience
This is the best option for doing Facebook ads for dropshipping. It involves a lot of settings, but the results should be great at the end of the day. Custom audiences can be based on the following;
- App activity
- Customer list
- Offline activity
- Lead form
- Instant Experience
- Instagram account
- Facebook Page
- On-Facebook Listings
Lookalike audiences look like other audiences that you have defined. They are useful as a way of broadening your reach. Maybe your own audience is still too small. You can broaden it by targeting, say, people who have liked Facebook pages similar to yours.
The ad is the final piece in our puzzle. I won't dwell on it much here. Each ad will be different. But remember that people are on Facebook for things other than buying. You need to create an ad that's able to cut in through the haze.
In terms of formats, your ad can be a single image, a carousel or a video. Feel free to experiment till you have found the format that works best for you. With dynamic ads, images will be pulled from your product pages to feature in your ads.
Do you need help creating Facebook ads for your dropshipping business? If yes, don't hesitate to get in touch with us. In this article, we showed you why Facebook ads are important for dropshipping. Facebook is big and you are likely to find your target audience there.
We also gave you a brief outline on how to create your own ad. Please note that the subject is rather too big. That's why we have created the Facebook Ads Marketing Mini Course. You can sign up using the section below. It's free! So, what are you waiting for?