1. Optimize ads for conversion.
Facebook allows you to choose your advertising objectives, which could include increasing page likes, getting more people to click to your website or asking people to download your app. from a list of all possible options. Out of these, the most suitable option for an e-commerce website is the ‘Website Conversions’ objective. As an e-commerce website, your primary goal is always to sell as much as possible through the Internet. Thus, by optimizing your ads for conversion, Facebook automatically shows your ads to people it thinks are most likely to buy your products. In this way, you can get excellent returns on your online marketing spend. All other campaign objectives, such page likes, and app installations are usually (though not always) irrelevant for an e-commerce website.
2. Use Carousel ads to show a range of products.
Carousel ads allow you to display different products related to a specific theme. For example, if you own an e-commerce website selling cosmetic and toiletries, you can run one carousel ad for variants of shampoos, one carousel ad for variants of moisturizers and one carousel ad for variants of soaps. While usual ads give you a chance to send the visitor to only one section of the website, you can use carousel ads to lead the visitor to multiple areas of your website.
3. Remove out-of-stock products.
Make sure that ads of products which are out-of-stock are not shown. Showing out-of-stock products not only disturbs your advertising budget, but also dissatisfies customers.
4. Use actual product images, instead of stock photos.
Peppy and relevant ads will certainly get you a lot of attention, and make your content stand out. To generate outstanding content, use creative and attractive product images. For example, if you are a fashion e-commerce website, invest in photo shoots, and use those images rather than using stock photographs.
5. Use ‘Shop Now’ as a call-to-action.
Always include a strong call-to-action. In our experience, for an e-commerce website, the ‘Shop Now’ button works the best, instead of other buttons such as ‘Learn More’ or ‘C for e-commerce websites.
6. Link the product ad to a relevant page on the website.
If an individual clicks on a product ad, there is a high chance that he/she is interested in it. In such a scenario, if you take the users to the homepage, they may lose interest and the possibility of a sale will reduce. So, always link your ad to the product details page of the relevant product.
7. Re-target website audience.
Most visitors to your website will not convert into sales. They will leave your website without adding products to the cart. Or, they may add products to the cart, but will not purchase them. Use dynamic re-targeting to ensure that you do not lose out on converting such visitors in to sales. Re-targeting option allows you to show the visitors the same products that they have searched on your website.
8. Create lookalikes of your target audience and target fans of your Facebook page.
Facebook allows you to target people who have a similar profile to your best performing customers. You can create a ‘lookalike’ audience based on either a custom list that you have, or a list of ‘fans’ that like the pages that you handle, or list of people who have visited your website. In fact, you can create a lookalike audience with as little as 100 audience members. Facebook also allows you to target the fans of your Facebook pages.
We’ve helped a lot of our clients generate 7x returns on their online marketing spends. Through this experience of working with them, we’ve identified various mistakes that e-commerce websites usually fall into, while advertising on Facebook. As the advertiser of an e-commerce website on Facebook, you should always remember these.
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