Are you looking to take your fashion brand to the next level through Facebook Ads? But how do you get started? Truth is, Facebook Ads Marketing can be overwhelming, particularly for small players. But not to worry! Today, I am here to help you. Hi, my name is Francisco, and I am the owner of Planet Marketing, a Digital Marketing Agency. My company specializes in Google Ads, Facebook Ads and remarketing. I have been doing what I do for a long time, so you can safely consider me an expert. Over the years, I have helped plenty of fashion brands find their footing through Facebook Marketing. Today, I am going to share that knowledge with you. In this article, I am will;
- Highlight the questions that you need to ask yourself before getting started.
- Give a Guide to the Creation of Facebook Ads for Fashion Brands.
Questions to ask yourself before getting started
Most people hear about Facebook Advertising and they want to jump straight in. However, that is probably not the right approach. First, you need to take some time to understand what you are getting into. So, where do you start as a Fashion Brand that wishes to achieve growth using the world’s biggest social networking platform? Well, the thing to know is that Facebook Advertising is just like any other task that you may set out to accomplish; it works best with a plan. To begin with, you need to ask yourself the questions below;
- What really do I wish to achieve? Answers to this question could be; “I wish to make sales,” or “to create awareness for my brand.” Perhaps you wish to have people install an app, or watch a video. Maybe you want to have people start visiting your store. These are your goals. But you need to be clear what you are going to do for each campaign.
- How am I going to achieve my goals? Of course, the answer to this is “through Facebook Ads.” However, Facebook advertising has many angles. This can be rather daunting for people, particularly those that are just getting started.
- How much am I willing to spend on my Ads? This is another essential question. Most people worry that they are going to have to rob a bank to run ads on Facebook. However, that is hardly the case. In fact, Facebook Ads can be run from as little as $10. Of course, the more you spend, the better your reach is going to be. So, how much should Fashion Brands spend on Facebook Ads? Well, there is no set formula for this. What you may want to do is to start small. Set a daily budget as we will show later and play around with your settings. When you hit the right formula, you can then increase your budget to reach more people.
- Am I going to create my own Facebook Ads? That’s another important question that Fashion Brands should ask themselves with regard to Facebook Ads. One thing to note is that I have been doing Facebook Ads for years and I consider myself an expect. However, there are still some corners that I haven’t yet reached! So, Facebook Ads is a big subject. You are not going to learn everything at once. In fact, the whole thing can be daunting for some people. However, you should not worry. I have come up with a popular Facebook Ads Set Up Plan, under which I do all the donkey work on your behalf. You also get 2 live ads as part of the deal. When everything has been set up, you can continue doing Facebook Ads on your own.
Guide to Creating Facebook Ads for Fashion Brands
In this section, I am going to show you how to create Facebook Ads for your Fashion Brand. The purpose of this article is to show you the way. By the end, I want you to be well on your way to becoming a master at creating Facebook Ads. Think it can’t be done? Well, truth is, there is really nothing mysterious about creating Facebook Ads. You should know that there is no one size fits all formula.
You can attack it from various angles. What works for one type of business will not be useful for another. One thing that you will note is that the questions given above are absolutely essential. So, where do you start? Facebook Ads are created in Ads Manager. You can log in using your personal Facebook credentials. The process of creating Facebook Ads is composed of the following steps;
- Choosing a Campaign Objective
- Setting up your Target Audience
- Creating your Ad
1. Choose a Campaign Objective
In ads Manager, after you have hit the Create button, the first thing that you are going to need to do is to choose a Campaign Objective for your Facebook Ads. That’s the reason why we emphasized knowing what your goals are in the first section of this article. Fact is, your goals define the Campaign Objective that you end up going with. And each Campaign Objective leads you in a direction that’s different from others. Note that you can only have one Campaign Objective when creating Facebook Ads for Fashion Brands. Your choice should be made from the following 11 Campaign Objectives;
- Brand awareness
- Lead generation
- Store traffic
- App installs
- Video views
- Catalog sales
Which Campaign Objective words best for Facebook Ads for Fashion Brands?
This can be a difficult question, particularly if you have ignored the questions in the first part of this article. One thing that I have noticed is that people tend to over think things. However, that does not need to happen. In truth, you can use any of the Campaign Objectives that are presented above, depending on what you wish to achieve at that point in time.
If you wish to sell your materials directly on Facebook, you can go with a Campaign Objective like Catalog Sales. We have previously showed how to use this Campaign Objective when talking about Facebook Ads for Shopify Stores. One thing that you will note is that this tends to be a rather involved Campaign Objective. However, the rewards are exponential.
For this example, we are going to go with Brand awareness as our Facebook Ads Campaign Objective. The assumption is that the Fashion Brand that we are marketing is medium sized and it wishes to become well known on the Fashion scene.
2. Setting up your Target Audience
Choosing a Campaign Objective should be a matter of mere minutes, if you know what you are doing. Once you are done with that section, you can move to the Ad Set section. This is the section where you set up the target Audience for your Facebook Ads. Here, the questions to ask yourself are; who constitutes my target audience and where are they located? What are their demographics, interests and behaviors? But first, you need to set up your budget and schedule.
Budget and Schedule
The budget and schedule section is the first section in the Ad Set. It’s essential that you take some time to set things up here when creating Facebook Ads for Fashion Brands. Why? Well, this is the section that determines how much you are going to spend on your Facebook Ads. One thing that I can advise you is that you should never leave you spending open ended. That’s because Facebook keeps your credit card details on file. So, if you don’t specify things, they will keep running your ad and they will keep deducting money from your card. So, how do you control your spending when doing Facebook Ads for Fashion Brands?
Set a Start and Finish Date for your Ads
This is the first way through which to keep control of your budget when doing Facebook Ads. In the Budget and Schedule section, you are required to provide a Daily Budget. You can see in the above screenshot that we have set the limit for our ad at $20 per day. However, that in itself is no way of controlling your budget.
If you don’t set things up further, Facebook will keep on spending $20 per day till your run out of money. So, you should set a start and end date for your campaigns. Lets’ say that you set your Ad to run for 5 days. It means you will have a campaign budget of $100. That’s a good way of keeping control of your ads.
Set a Campaign Spending Limit
Another way of controlling your spending when doing Facebook Ads is by setting a Campaign Spending Limit. You do this by changing the Daily Budget to a Lifetime Budget. Again, the goal here is to ensure that you don’t end up spending more that you wish while Facebook ads are running in the background.
I have been doing Facebook Ads for a long time, and I can tell you that this particular section is of particular importance. Advertising in general is not a hit and miss affair. It hinges its success on the ability by the advertiser to make the right pitch at the right time to the right audience. Here, we are talking about the audience.
The question to ask is, who am I going to target with my ads and where are they located. What are their interests and demographics? These are question that we have already asked at the top. In the Audience section of the Ad Set, you have various tools that you can use to define and zoom in on your target audience;
Where are the people that you wish to target with your Facebook Ads located? Please note that there is no single answer to this question. Each business will be different, even for those in the same industry. As an example, one Fashion Brand may wish to create Facebook Ads targeting people across the United States.
Another, on the other hand, may wish to target people living in a particular areas, such as within the State of Texas. Most businesses are actually very localized. Think your local Cafés, bars and cinemas. However, the internet age has made more businesses global in their operations. Today, you can buy something from someone on the other side of the world and it will get delivered to your doorstep.
Anyway, in this example, we are going to assume that we doing advertising for an upcoming Fashion Brand operating from Houston, Texas. The company’s reach is across the United States. It’s niche is fashion for patriotic Americans. Our example company aims to build Brand Awareness using the Made And Fashionable In America #MAFIA range. We are going to help the company achieve this goal using Facebook Ads.
Age is another tool that you can use when creating Facebook Ads for Fashion Brands. In fact, Age is a particularly important aspect of audience definition when it comes to Fashion Brands. It’s all going to depend on who you appeal to. There are some brands out there that appeal to teens. Others appeal to people over 30. The possibilities are endless. For this example, we are going to target people between 18 and 45.
You can also use Gender to define your target audience. As with age, this is particularly relevant for Fashion Brands. Many brands out there have appeal in one particular gender. For our example, we are going to be targeting men. However, things are not that simple here. There are instances where people buy items on behalf of their partners. So, a woman may buy a branded T-Shirt for her boyfriend. The whole point is that you should be flexible and no 2 ads are going to be the same. Don’t hesitate to play around with your targeting options.
If you wish to target your Ads at people who speak one particular language, then this setting will be useful to you. As an example, you may be a brand targeting Spanish speakers around Florida and California. In that case, you should choose to have your ads delivered to Spanish Speakers.
The Detailed Targeting section is another very pertinent section on which you need to work when doing Facebook Ads Marketing for Fashion Brands. Its importance lies in the fact that it’s where you zoom in on your target audience. You do this using Demographics, Interest and Behavior. Note that Facebook collects a lot of information about it’s users. As an advertiser, you can tap into this information to ensure that your Ads are delivered to the right audience.
This ensures that your ads have a high CTR and Conversion rate. In fact, Facebook Ads tend to perform better than alternatives, including Google Ads. The audience we have created so far in this example is rather generalized. We have already noted that we are Brand focused on creating Patriotism through Fashion. The following are the settings that we can used to further refine our target audience;
- American patriotism
- Patriot (American Revolution)
- Proud to be an American
- Tea Party Patriots
If you have been in the game for some time, you will probably already have a Facebook Page. Chances are high that you will have run Events on Facebook, maybe in preparation for the launch of one of your products. Anyway, when you interact with people in one way or the other on Facebook, this creates connections. You can then use these connections to ensure that your ads are delivered in the right places. As an example, you can choose to have your ads delivered only to people who have previously liked your Page or one of your products or videos, or those who have participated in your Event.
3. Creating the Ad
Creating the Ad is the final step on the way to launching Facebook Ads for your Fashion brand. What we have been doing all along has been background work. What people will actually see in their feeds on Facebook is your ad. So, you need to make sure that it is up to par. Unfortunately, you only have a few seconds in which to capture people’s attention.
The reality of Facebook is that people are never in one place for long. They have better things to do such as reading Fake News and watching poodles falling off couches. Your Facebook Ad comes a distance away in terms of priority…unless you can make it in the form of a pooch falling off a couch! So, you have about 3 seconds in which to capture people’s attention, and you should use those minutes wisely.
Which Ads Formats are available on Facebook
Facebook Ads can be created in the following formats;
- Single image
Note that your video should be no more than 15 seconds long. Otherwise, the people that you are targeting will lose interest without getting to the crux of the matter.
Important points to note when creating your Facebook Ad
There are a number of things that you need to note when it comes to creating Facebook Ads for your Fashion Brand. Most of them are highlighted in the Ad Preview above. So, what should you prioritize when creating your Facebook Ads?
The Primary Text appears at the top of your Facebook Ads. So, you should strive to make it as compelling as is possible.
You can also add a link to your ad. That way, people who click on your ad will be taken to a landing page that you have created.
The headline appears to the bottom left of your Facebook Ad. Again, the aim should be to make it as compelling as is possible. You can do this by asking a question; such as, “Are you a #Patriot?”
Call to Action
You should also work on your Call to Action when creating your Facebook Ads. The Call to Action tells people what you wish to have them do. Maybe you wish to have them “Call Now,” or “Download Now,” or “Buy Now.” You have lots of options in this regard.
In this article, we showed you how to create Facebook Ads for your Fashion Brand. We pointed out that you should have goal clarity right from the start. From there, you can start creating your Facebook Ads. All the work is done in Ads Manager. It’s where you choose your Campaign Objective, define and refine your Target Audience and create your Ads. One thing to note is that you shouldn’t be shy about playing around with your Facebook Ads to find the right formula. It’s what Facebook Ads Marketing is all about! If you still wish to learn more, check out my Facebook Ads for Opticians article to learn more.