Do you own a thrift store or a vintage store? Have you been wondering whether or not Facebook advertising is for you? If yes, then you have come to the right place. Hi, my name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Facebook Ads, Google Ads and Remarketing. I have been in business for over a decade. In that time, I have helped businesses in various sectors navigate their way through the sometimes murky world of digital marketing. In this article, I am going to show you how to create Facebook Ads for Thrift Stores and Vintage Stores. The post is divided into the following areas;
Should Thrift Stores and Vintage Stores Advertise on Facebook?
Facebook Marketing works for almost any business that’s out there. And I am not just talking about paid Facebook Ads here. I am talking about marketing in general. A lot of this is free on Facebook. Check out my article on how to properly run a Facebook business pages.
If you go through this blog, you will notice that I have written tens of articles on the subject of Facebook Advertising. They cover a wide range of sectors, from Facebook Ads for eCommerce to Facebook Ads for Dentists.
I also have articles on Facebook Ads for Medical insurance companies and for Immigration Attorneys. Clearly, marketing on Facebook works. Some people ask me, should thrift stores and vintage stores bother doing marketing on Facebook? My answer is a HUGE YES, for the following reasons;
You can Get Started for Free using a Facebook Page
There are probably millions of vintage and thrift store pages on Facebook. So, if yours is missing from this lot, you are definitely doing something wrong. You can see below an example of a Facebook Page for a thrift shop.
Unfortunately, this one hasn’t been updated in years. But you can see that quite a number of people have liked this page. There are also people who follow this page. And 4 checked in while in this thrift store. That’s all free Marketing on Facebook.
So Facebook Marketing is not all about paid ads. You can get started by creating a Facebook Page for free. The same applies for Instagram. Thrift Stores are mostly about visuals. So, Instagram works very well in this instance. Create a large enough following on Facebook and Instagram, and you won’t have to spend that much on ads.
Your target audience is already on Facebook
Over 1.8 Billion people use Facebook on a daily basis. That’s a lot of people congregating on one platform. And these people are from various Geographic locations. They have different interests and behaviors. They are from all age groups and genders.
Find more statistics at Statista
So, whatever the audience that you are looking for, you are sure to find it on Facebook. These are the people who will like your Facebook Page. They are also the people who will respond positively to your Facebook Ads. You only need to know how to reach out to them.
It’s easy to zoom in on the people who you are targeting
Targeting the right audience is fairly easy on Facebook. You probably already have people who like your Facebook Page. Other people will have participated in your Facebook Live events. That's a great way of marketing you thrift or vintage store, by the way. You can target these people when creating Facebook Ads. You can also create lookalike audiences that incorporate these people.
Boost sales by Remarketing via Pixel
With Facebook Ads, you can do remarketing. What this means in essence is that you will be able to target people with your Facebook Ads based on their interest on your website.
Facebook uses what is called Pixel for remarketing. You install it on your site and Facebook keeps track of what people, are doing on there. The next time that they visit their Facebook profiles, they are shown your ads in their feeds.
You can create your own Facebook Ads for your Vintage Stores or Thrift Stores
The beauty of Facebook Ads is that any determined person can learn how to create them. Yes, it takes some time, but it can be done. Of course, if you don’t have the time, don’t hesitate to get in touch with me. Facebook Ads are what I do on a day to day basis. Also feel free to check out my Facebook Ads Setup Plan.
The plan is designed to ease the transition from setting up your account to running your own Campaigns. I created the plan after noticing that people struggle at the beginning. So, if you sign up, I will set everything up nicely for you. I will also give you 2 live ads and a landing page as part of the bargain. From there, you can take over, if that is what you prefer.
Facebook Ads are cheap
Most people run thrift shops out of their basements. If you are one of these people, you are probably not loaded with cash at any given point in time. Small businesses are sometimes forced to financially prioritize. The unfortunate thing is that marketing is one of the areas that suffer as a result.
Fortunately, Facebook Advertising is relatively cheap. In fact, you can get started from as little as $5. It all depends on the Campaign Objective that you choose, of course. But you can reach plenty of people for $5 a day or so. Should you have done your audience targeting correct, you will be sure to convert some of these people, thus justifying the expense.
People often ask me whether or not Facebook Ads are cheaper than Google Ads. The answer is; yes, Facebook Ads tend to be way cheaper. Of course, there is always a correlation between what you spend and how effective your campaigns are going to be. But you can start low and then increase your spending to an optimum level at a gradual pace.
Creating Facebook Ads for Thrift Stores and Vintage Stores
Those are the things to consider when creating Facebook Ads for Thrift Stores and Vintage Stores. In this section, I will show you the basics of creating your own Facebook Ads. The creation of Facebook Ads happens in Ads Manager. Generally speaking, the process is composed of 3 steps;
- Coming up with a Campaign Objective
- Setting up your Target audience
- Creating your Ad
1. Facebook Ads Campaign Objectives
When you hit the Create button in the above screenshot, you are taken to a page where you are required to choose a Campaign Objective for your Facebook Ad. The Campaign Objective is basically what you wish to achieve with your Ad.
This is an important step. Your choice of Campaign Objective determines how you are going to set up your Ads. As an example, if you choose Catalog Sales, you will have to upload your Catalog. Facebook provides the following 11 Campaign Objectives for Ads;
- Catalog Sales
- Video Views
- App Installs
- Store traffic
- Brand awareness
- Lead generation
Best Campaign Objective for Thrift Stores and Vintage Stores
That’s a question that I get a lot from people. Truth of the matter is; there are no prescriptions here. A number of the Campaign Objectives given above will do. It will all depend on what you hope to achieve. You can, as an example, opt for Traffic, in which case you will be trying to get people from Facebook to a landing page.
Perhaps you wish to chat with your potential customers, in which case Messages would be the best Campaign Objective. Sometimes you want people to view your videos. At other times you wish to create Brand Awareness.
For this example, we are going to go with Catalog Sales as our Campaign Objective. That’s the Campaign Objective that I believe is the best for eCommerce businesses. It means you will have set up Pixel on your site. And you will have to upload a catalog of the products.
This is a particularly difficult Campaign Objective, but it can be rewarding. If you set things up right, you can do Dynamic ads, where each person is shown ads that relate to what they were interested in on your site. So, if a person was interested in a particular vintage handbag, they will be shown that product when they visit Facebook.
2. Setting up your Target Audience
The second step on the way to creating Facebook Ads for Thrift Stores and Vintage Stores involves setting up your target audience. The question to ask is, who usually buys from me and where can they be found? In this case, we are looking for our target audience on Facebook. But how do you get the right people from the masses of people who use Facebook on a daily basis.
Target people who have liked your Facebook Page
This is where the importance of creating a Facebook page becomes apparent. You can target people who have liked your page with your ads. That way, you know that these people are already interested in what you have to offer. They are, therefore, much more likely to receptive to your marketing efforts. The same cannot be said of a completely new audience.
You can also choose to target people in lookalike audiences. A lookalike audience is similar to another audience that you have already created. As an example, let’s say we have created an audience that is based on people that have liked our Facebook Page.
If you we go the Lookalike audience router, it means Facebook will also target people who have liked other Pages for other thrift shops and Vintage stores. That way, you will be sure to reach even more people.
Target people based on location
Location is one of the tools that Facebook provides to allow you to define your target audience. Businesses operate differently; even ones in the same sector. One thrift shop may be operating only within a given city, while another could be operating worldwide.
That’s possible in today’s eCommerce driven world. For our example, we will assume that our shop only ships within the United States. So, we are going to target people who live in the country.
Age is another tool at your disposal when creating Facebook Ads for Thrift Stores and Vintage Stores. Here, you need to ask yourself the age ranges that typically constitute your target audience. Then you can target those people through this section. For this example, we will target people between the ages of 25 and 55.
Gender can also be used as an audience targeting parameter when doing Facebook Ads Marketing for Thrift Stores and Vintage Stores. If your store carters only for a female clientele, then it makes sense to have your ads delivered only to people of that gender.
Detailed Targeting: Demographics, Interests and Behaviors
The Detailed Targeting section allows you to really zoom in on your target audience. We have so far only defined a rather broad audience. If we leave things at that, we won’t have that much success. What we need to do is to narrow down on the people who we are targeting. This is done using demographics, interests and behaviors. For our example, you can see that we have targeted the following people;
- Those that have liked thrift shop pages
- Those that liked Vintage store ads
- Those that are interested in antiques
Budget and Schedule
The budget and schedule section is one that can be intimidating for some people when doing Facebook Ads for Thrift stores and Vintage Stores. The majority are not sure how much exactly to spend on their ads. Well, my advice is that you should not be afraid to play around with the settings. You will eventually come up with the right balance. Start small and take it from there.
One thing that I can say is that you need to make sure that you retain control of your spending. What happens when you start doing Facebook Ads is that Facebook keeps your credit card details on file. They continue deducting money from the card for as long as your ads are running. This can cause problems because some people forget that they need to stop ads from running.
What you need to do is to set a budget spending limit. You can do this by either setting a spending limit, or by setting a daily budget along with a start and end date for your campaigns. That way, you won’t overspend.
3. Creating your Facebook Ad
This is the final step as you set out to create Facebook Ads for Thrift Stores and Vintage Stores. This step is of particular importance considering that the ad is what people will see. All the work that we have been doing so far will be in the background.
There is some good news, however. Facebook can be forgiving when it comes to the nature of ads. You don’t have to hire a professional to come up with a trending Facebook Ad. All that you need is a little bit of creativity. Facebook is, after all, something of an informal platform. You don’t have to spend thousands creating your ad.
Facebook allows ads in the video, single image and carousel formats. Some people struggle to determine the format that’s best for them. But, you know what, you don’t have to spend hours over-thinking how your ad is going to appear.
That’s because with Facebook Ads, you can do a lot of A/B testing. Play around, not only with your ad formats, but with all your other settings. Find the right formula and you should be good to go. For this example, we are going to go with single image for our ad format.
One thing that you will notice is that there is text on the top of the ad. That’s the Primary Text. The Primary Text is obviously important. It’s what people first read on your ad. So, you need to make it catchy. But don’t write a composition on there.
People on Facebook have better things to do than to spend minutes reading your explanations. They would rather watch pooches performing pranks. In fact, you only have a few seconds in which to convince people to take the desired action.
Call to Action
The call to action is important in that it serves as a prompt for people to take the desired action. As an example, you can ask people to register now or to download now. Don’t just assume that people are going to take the correct course of action. They need the call to action to get them to do so.
Those are the basics of doing Facebook Ads marketing for Thrift Stores and Vintage Stores. One thing that you will notice is that Facebook Marketing can be complicated. It’s not possible to exhaust everything in one article. If you need clarification, don’t hesitate to reach out to me. Or sign up for my Free Facebook Mini-Course using the section below.