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Ecommerce, the type of business that best epitomizes the internet age, has really taken off over the past few years. One only has to think of companies such as Amazon and Alibaba to understand what we are talking about here. Ecommerce has largely transformed the way in which people across the globe interact with businesses. The result is that many brick and mortar businesses are finding the going rather tough in today’s business environment. But, with so much business taking place over the internet, where does social media, and Facebook in particular, stand in the scheme of things? How do you go about creating Facebook Ads for Ecommerce?
How to create Facebook Ads and Ecommerce
Facebook is, for any business, the place to be as far as generating leads is concerned. The fact that the world’s biggest social media platform is used by over 2.19 people on a monthly basis makes it a rich hunting ground for those that are willing to spend time and money on advertising.
The significance of Facebook as a potential source of leads has not been lost on those in Ecommerce, with a number of businesses massively growing their client bases by advertising on the platform.
A few case studies
Think we are exaggerating? Well, then consider the fact that seventy percent of Pigtails and Ponys’ clients have come through Facebook advertising. The company specializes in the sale of hair accessories in India. There are many other such stories, including ASOS, which saw an increase in sales by showing personalized ads. So, what is it that you need to do to create Facebook Ads for your Ecommerce business?
- Choose a Goal
This is the first step that you need to take as you set out to create Facebook Ads for your Ecommerce business. Knowing what it is that you wish to achieve is important since it has a direct bearing on the success or failure of your campaign. Facebook offers the following Objectives, from which you need to choose only one;
- Store visits
- Brand awareness
- Catalog sales
- App installs
- Video views
- Lead generation
A number of the above Objectives will work for those who are in the Ecommerce business, including Catalog sales, where the products that you are selling are actually displayed in your ad, Brand awareness, where your aim would be to market your store to prospective customers and “Traffic,” where the aim would be to get people who click on your ads taken to your online store’s website.
- Audience Targeting
Once you have chosen your Objective, the next thing that you need is to specify your target audience. This is done through the Ad Set section, and allows you to really zoom in on the people to whom you wish to have your Facebook ads delivered. Facebook offers a number of settings that allow you to do this;
Where are the people that you are targeting with your Facebook located? Do you ship to a global audience or only to people in the United States? These are some of the questions that you are going to ask yourself here.
Note that Ecommerce businesses have the widest reach of any business that is out there. Many of them ship to people across the globe. The same cannot be said with other businesses, such as Cafes and Restaurants, which can only serve a client base that is located within their immediate vicinities.
The Age setting allows you to restrict the age ranges of the people to whom you wish to have your Facebook ads delivered. For an Ecommerce business, a good age range would be between 18 and 65. That, of course, is going to be largely dependent on the nature of the products and services that you sale.
If your ecommerce business only specializes in the sale of female lingerie, it would make no sense for you to also include men in the group of people that you are targeting with your ads.
Interests, Demographics and Behaviors
Facebook collects a large amount of data from its users on a daily basis, and you can take advantage of this fact to further zero in on your target audience. For Ecommerce businesses1, this setting is going to largely depend on the nature of the products that you sale.
If, as an example, your shop specializes exclusively in the sale of Science Fiction books, then you are going to have to target people who have expressed an interest in Science Fiction.
- Harness the Power of Remarketing
Remarketing, the process of targeting people who have expressed an interest in a particular product or service is of particular use when it comes to creating Facebook Ads for your Ecommerce business. Remarketing allows you to go after your leads, even as they go browsing in various places around the web.
This allows you to target, through Facebook Ads, people who have already visited your online store and may have expressed an interest in one product or the other. On Facebook, you will find remarketing audiences being referred to as “Custom Audiences.”
How it works is that when people visit your website, they are tagged with a code that allows for their tracking. When they visit their Facebook feeds, they are then shown ads that are relevant to the interests that they showed while visiting your site.
Once you have set up your custom audiences in Facebook, you can then target them in any subsequent marketing campaigns on the platform. Remarketing or retargeting on Facebook allows you to;
- Remind people of the products that they have shown an interest in
- Offer them a discount on those products
- Promote related products
- Target people when they are using mobile devices
How remarketing works on Facebook
In order for remarketing to work on Facebook, you first need to install “Facebook Pixel.” This needs to be installed on all pages on your site. Once that is done, you can then begin targeting the audiences that you create, along with lookalike audiences, with your Facebook ads. So, your game plan really should involve building an audience on your website using Search Engine Optimization, and then using remarketing to target those people on Facebook.