Is there a place on Facebook for Jewelry sellers to market their products? 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 this for over a decade, and in that time, I have helped quite a number of jewelry sellers find their footing in a difficult marketing place. This article aims to show you the best approaches for jewelry makers as far as marketing on Facebook is concerned. This post is divided into the following sections;
- Why Jewelry Sellers need to start promoting their businesses on Facebook
- Promoting your business for free using a Facebook Page
- Facebook Pixel and Remarketing
- Choosing a Campaign Objective
- Creating a Catalog for use in Dynamic Ads
- What are Dynamic Ads?
- Creating your Ad
Should Jewelry Sellers Advertise on Facebook?
One of the things that I have discovered is that there is usually a bit of hesitancy when it comes to businesses taking the leap to start promoting themselves on Facebook. A popular question that I get from my clients is; “Is Facebook Ads Marketing for Jewelry Seller?” I usually give the following reasons why those in the industry need to start advertising on the platform;
Find more statistics at Statista
- Facebook has over 2.7 billion monthly active users. You can see the current stats in the above graph from Statista. But what does this all mean? Well, it means you have over 2.7 billion chances to find the right people on the platform.
- Facebook knows a lot about its users. Indeed, this is usually a bone of contention as far as privacy rights advocates are concerned. But as a business, you can use the information that Facebook gathers from its users to be as precise as you can be in your targeting. It means your ads will be reaching the right people, which increases the chances that you will have success in your Campaigns.
- Advertising on Facebook is very affordable. That’s probably not an issue if you are a luxury jewelry seller. However, for businesses operating on tight budgets, cost is a major consideration when choosing the right digital marketing platform. In terms of comparing the major players that are out there, Facebook tends to be one of the cheapest. In fact, you can get started on the platform for as little as $5 per day.
- You can learn how to create your own Facebook Ads. That’s great in terms of cutting costs. It’s also great because you know your business best. Nobody is going to be able to create focused ads better than you. Much of this article is dedicated to showing you how to run your own Facebook Ads marketing campaigns.
Promoting your Jewelry business for free via a Facebook Page
This article is focused mainly on paid ads. However, it would be remiss for us to neglect to tell you that you can, in fact, start marketing your business on Facebook free of charge. All that you need to do is to create a Facebook Page.
I have an article in which I show people the best approach to running Facebook business pages. What I can say here is that a Page serves as hub on which you can interact with prospects and clients alike. As a business, you should be as active on your Page as is possible. That way you will be able to generate free leads.
Facebook Pages are also useful in that they can be the source of audience targeting data when creating Facebook Ads. You can, as an example, choose to have your ads delivered to a custom audience that’s composed of people who have liked your Facebook Page. These people are not strangers to your business, increasing the chances that you will successfully convert them.
Facebook Pixel and Remarketing
Chances are high that you already have a vibrant website for your Jewelry business. You have done a lot of work on the site to ensure that it reaches the right audience. This work probably included Search Engine Optimization (SEO).
But, and here is the major challenge; only about 2% of traffic to an eCommerce site usually converts. That’s a dismal figure. It means 98% of the people who land on your site will leave without buying anything. So, what can you do to reduce the damage?
You should do Remarketing
Diagram of Retargeting
One answer to the problem outlined above is remarketing. It’s another area on which I specialize. Remarketing is simply monitoring what people are doing on a particular website, and then showing them relevant ads when they move to other sites.
So, lets’ say somebody has landed on your site from Google, and they browse through products in your Jewelry store. They open a page featuring a particular pendant. They could even add the item to their shopping carts. But, after a few minutes of browsing, they leave without buying anything.
Now, if you have been doing remarketing, that individual’s activity will have been tracked. When they leave your site, they are shown your ads featuring the products that they were interested in while on your website. This increases the chances that you will be able to convince them to buy.
With Facebook, remarketing happens via Pixel. It’s a piece of code that you install on your website. This allows Facebook to keep track of what people are doing when they visit your site. When they leave and go to Facebook, they are then shown your ads featuring the products that they were interested in on your site.
Why is Pixel important?
Pixel can boost your conversion rate by as much as 400%. So, there can be no doubting its importance. In general, remarketing gives you a second bite of the cherry.
Facebook Pixel is also important in terms of audience targeting. Instead of reaching out to a completely new target audience, you can let Pixel target people based on their activity on your site.
You can also do dynamic ads, where a person is shown exactly the product that they looked at on your platform. That’s another great way of boosting the performance of your ads.
Creating your First Facebook Ad
The process of creating Facebook Ads is composed of 3 main steps. First, you need to choose a Campaign Objective. Next, you need to define your target audience. Finally, you need to create the ad itself.
Creation of Facebook ads happens in Ads Manager. You need to have a Business Manager Account to get started.
Signing up for one is simple enough. You can do so using your personal Facebook credentials. Once you have signed up for a Business Manager Account, you can add your Facebook page to the account.
Choosing a Campaign Objective
This is the first step on the way to creating Facebook ads for Jewelry sellers. A campaign objective is a definition of what you wish to achieve with your ads. Do you wish to create brand awareness or to get people to your eCommerce website? There are many possible goals when advertising on Facebook. Facebook provides you with 11 Campaign Objectives when creating your ads. You can only have one per ad;
- Brand awareness
- Catalog sales
- Brand awareness
- Store traffic
- App installs
- Video views
Best Campaign Objective when Creating Facebook Ads for Jewelry Sellers
Choose a Campaign Objective for your Ads
If you are a Jewelry seller, which Campaign Objective would work best for you when creating Facebook Ads? I need to point out here that Campaign Objectives are not set in stone for any particular business. You can have one for one ad and others for other ads.
It all depends on what it is that you wish to achieve at any given point in time. Perhaps you wish to create Brand awareness. Or many you wish to get Traffic to your site.
For this example, we are going to go with Catalog Sales as our Campaign objective. That’s because we wish to do dynamic Facebook Ads. We want to have people shown ads based on their interest on our site. That’s why we talked about Pixel at the top. It’s how to track what people are doing on our site so they can be shown relevant ads on Facebook.
Creating a Catalog for Use in Dynamic Ads
Create a Catalog containing products on sale in your Jewelry store
After choosing Catalog Sales as your Campaign Objective, you will need to upload a catalog to Facebook for use in your ads. If your store runs on Shopify, it’s easy enough to integrate it with Facebook. That vastly simplifies the process for you. But how do you upload your Catalog?
How to create a Catalog
Choose the eCommerce inventory type for your Facebook Ads for Jewelry shops
A Catalog holds all the information about your products that you wish to be shown in your Facebook Ads. Creating a Catalog is part of the process of creating Dynamic Ads. The following is how to create a Catalog for your business;
- You will need to create a Facebook Page. I have already talked about Facebook Pages and why they are important. If you already have a Page, then that’s great.
- You will need to set up your Business Manager Account. Again, this is something that I have already talked about.
- On Facebook Catalogs are created in Catalog Manager. You can get there in a number of ways. As an example, you can get there from Ads Manager after choosing Catalog Sales as your Campaign Objective and then clicking on the option to upload a Catalog. You can also get to Catalog Manager from www.facebook.com/products.
- Click on Add Catalog.
- Choose and inventory type. In this case, we will choose eCommerce.
- You will now choose how you wish to upload your Catalog. You can opt to add individual items to your Catalog by choosing Upload Product Info. It’s way easier, however, to simply connect your eCommerce Platform to Facebook. If you are using Shopify or other eCommerce software that have integration with Facebook, you won’t need to upload products here. You can simply import your products from your site to Facebook.
- Now you will need to assign the Catalog to a Business Manager account.
- Give the Catalog a name.
- Finally, click on Create to create your Catalog.
It’s best to connect your Ecommerce store to get Dynamic Facebook Ads
Which eCommerce Platforms Integrate with Facebook?
When choosing an eCommerce platform for your business, it’s best to go for one that gives you as as many apps as is possible. The good news is that Facebook integrates with the following popular eCommerce platforms;
Integrate your eCommerce platform into Facebook to get Dynamic Ads
What are Dynamic Ads?
I have already talked about creating Dynamic Ads for your store, but what are they? Dynamic ads are automatic with the Catalog Sales Campaign Objective. They can also be used when you choose the App installs and Lead generation Campaign Objectives.
The one major advantage of this is that your ads will constantly be updated as the products in your catalog change. Dynamic Ads are also highly useful in that they enable you to show targeted ads to people.
If someone was interested in a particular product on your site, or if they added it to their shopping cart but did not buy, you can then show them ads containing those products. All this works in relation to Pixel, which tracks what people are doing on your website.
Why are dynamic ads important?
Dynamic ads are important for the following reasons;
- As noted, they allow you to show people ads based on their interest on your site. These ads are, therefore, highly relevant, which increases their chances of success.
- With dynamic ads, you no longer need to create an ad for each of the products in your store. As a Jewelry business, you will probably be selling hundreds of products. Other businesses have thousands of products in their catalogs. Dynamic ads are dynamic; meaning each person is show an ad that relates to their activity on your site.
Audience Definition with Dynamic Ads
With dynamic ads, you have 2 options as far as audience definition is concerned;
You can choose to target a broad audience composed of people who have not been to your site. This type of audience is similar to what you would do when creating Facebook Ads for any other business.
You will be creating a completely new audience that’s composed of people who are interested in things related to your business.
Remember we noted that Facebook knows a lot about its users. It knows what they like and what they don’t like. It knows their demographics and behaviors.
Dynamic ads for retargeting
This is the second type of dynamic ads that you can have when creating Facebook Ads for Jewelry Sellers. Here, you will be targeting people with individualized ads based on retargeting data collected by the Pixel code on your site.
What if I Choose Another Campaign Objective?
The above steps are for people who have chosen Catalog Sales as their Campaign Objective. In all honestly, that’s the best Facebook Ads Campaign Objective for Jewelry Sellers.
In fact, this Campaign Objective is the best if you are seriously doing Facebook Ads Marketing for eCommerce. It makes life simple by dynamically assigning ads to people based on their interest on your site or elsewhere.
However, it’s also possible for you to choose another Campaign Objective. In that case, you will have to create a Target Audience using the following tools;
Choose a location for the delivery of your Facebook Ads
This defines where you wish to have your ads delivered. Many eCommerce stores are global in scale. They sell products around the world. That’s not the same for some other types of businesses, like restaurants, whose reach is limited to a few miles around their physical locations.
You can choose to have your ads delivered to as wide an area as you operate. As an example, we could choose to have the Facebook Ads that we are creating for Jewelry Stores delivered to people in the United States.
Age is also another useful tool when creating Facebook Ads for any business. Perhaps you wish to have your ads delivered to people within a particular age range.
You can also segregate delivery of your Facebook Ads based on people’s gender. Perhaps you wish to sell Jewelry to newly engaged men. They will be looking to buy wedding rings, as an example. In that case, you would choose to have your ads delivered only to men.
There are some businesses where this tool would be useful. Perhaps you are an Immigration Law Attorney who wishes to have their ads delivered only to people who speak Spanish.
Zoom in on your Target Audience with Detailed Targeting
The Detailed Targeting section uses Demographics, Interests and Behavior to reach out to people. I have already noted that Facebook knows a lot about its users. Some would say that it knows way too much.
With the detailed targeting option, you can use this information to really zoom in on the people to whom you wish to have your Facebook Ads delivered. In this case, we could opt to target people who are interested in the following;
- Gold Jewelry
- Handmade Jewelry
Creating your Ad
Now that we have defined our target audience, it’s time for us to move onto the final step on the way to creating Facebook Ads for Jewelry Sellers. Please note that everything that we have been doing so far will be in the background. The Ad is what people will see. So, it needs to be good.
For this particular example, the ad will be composed of products in our catalog. We have already noted that the ad will change dynamically depending on a person’s interest on our site. So, life is a lot easier for use here in terms of creating the ad.
Facebook allows people to create ads in the following formats;
- Single image
For this example, our ad will be composed single images featuring our products.
You only have a few seconds in which to make an impact
When doing Facebook Ads, it’s important to remember that people are not on the platform to make purchases. Your sales pitch is only incidental. In most instances, it’s actually regarded as an annoyance.
People go to the platform to watch the latest funny videos. Buying is not near their minds. You only have a few seconds in which to convince them to take another look at you. So, you really have your work cut out for you.
The Primary Text appears at the top of your ads. Don’t go overboard writing stuff here. Let your products do the talking. I usually encourage people to make their primary text one of two lines long. Anything longer, and you are waffling.
That’s how to do Facebook Ads Marketing for Jewelry sellers. In this article, I focused on teaching you about dynamic ads and how they can be used to reach a retargeting audience. Dynamic ads are great in that each person is shown an ad that’s based on their interest on your site.
If a person was interested in a necklace that you are selling, they are shown this product on Facebook. That way, you get a second and third and fourth chance to convert them. In fact, retargeting can boost your conversion rate by as much as 400%.
I fully understand that Catalog Sales is one of the most difficult Campaign Objectives that you can opt for when creating Facebook Ads. It requires that you upload your Catalog and integrate your site with Facebook. The great thing is that once you have done this, advertising on Facebook will become a breeze.
Should you require help in any way, don’t hesitate to get in touch with me. Facebook Ads are my forte. I create them on a daily basis. If you want to learn more about creating Facebook Ads, feel free to sign up for my Mini course using the form below. It’s free, so what are you waiting for?