Promoting products/services becomes very important to any ecommerce business. However, many business owner are forced to negotiate with the source simply because they do not have enough marketing budget.
Facebook, a leading social networking website forays into offering a platform “Facebook for business” that allow ecommerce business owners to promote their offerings at a very cost-effective and successful way than any other social networking sites, of late.
Unfortunately, very few ecommerce business owners have been exposed how potential Facebook Ads can be. Whether you are a newbie, small business, or a large player – promoting your offerings through Facebook will allow you more control, more organization and a streamlined ad creation. Creating a buzz for your products, improving conversions, understanding and engaging with audience becomes so simple and one of best way to make maximum returns on investments, through Facebook.
In this blog, we will take a close look at some of the most exciting facts about Facebook Ads that highlight the possibilities of increased e-commerce sales.
1- Create and manage ads
Facebook for business makes it easy to design and publish all types of advertising using the simplest and intuitive tools provided by Facebook. When you don’t have much budget, and the time taken to create and manage ads, then Facebook Ads campaign manager is priceless. Your ads will be visible all across Facebook, and some formats can be shared in the Facebook news feed.
There are two ways you can do it:
– Ads – Voice of business
This category will give you as an advertiser a complete control to create your ad- means you can give a title, an image, and text.
– Sponsored stories
Sponsored stories is considered to be the most engaging form of ads on Facebook. However, this category does not allow you as an advertiser to create content of your ad, instead it is created by a Facebook user based on organic content. So, every time when someone interacts with one of your Facebook entity an engaging content is created. Such content can either encourage someone to like your business page, use your app, or invite them to your event – just to name a few. This category has the potential to receive high-click-through and engagement rates.
2- Customized targeting
Adopting Facebook Ads to promote offerings, you automatically get an access to their easy-to-use tools that allows you to target customers and email subscribers with just one click. This feature includes the following:
Custom audience allow advertisers to upload a list of customers – that can include their email address, Facebook UIDs, phone numbers, which Facebook then matches those details to users whom you can target in ads.
If you feel that custom audience has not given you much results, at that time Facebook’s similar audience tool can help you. Simply use the tool “Create Similar Audience” that will help you target audience with similar interest. Once you have a list of custom audience, ask Facebook to generate a list of audience having similar interest. This will help you easily gain and target large group audience identical to those who have already made a purchase from you.
This functionality will allow you save audience based on geography, age, gender, interests, language, education, workplace, connections, etc. This is a real time-saver as you can target such groups of audience in one click, allowing you to know what works and what doesn’t.
3- Remarket products
Re-targeting those who have showed an interest in your offerings but did not purchase, is beneficial. By doing this you not only save money that you would spend in targeting new customers, but also helps you aim potential customers. Facebook Exchange feature helps you re-target customers to buy specific products from your website. This also brings an opportunity to promote your business page.
4- Conversion tracking
Measuring exact returns on investments has always been a major challenge to ecommerce business owners, but not by using Facebook’s “Conversion Tracking Pixels.” This tool will help you keep a track on customer’s behavior on your website after they click on view ads. This makes it easy to identify the ROI as well as take measures to create an effective campaign in future.
5- Conversion Specs
Facebook, by default optimizes ads for engagement, but what if you are looking to have a unique/peculiar type of engagement? This is where “Conversion Specs” is of a great use.
Facebook ads utilizes “Optimized CPM” – which means it optimizes your ad targeting those who are most likely to follow your desired action. However, using Conversion Specs tool – you can manually configure your objective and bids and then ask Facebook to optimize it.
6- Advertising and pricing options
Facebook offers an ability to set a bidding structure based on supply and demand. Their bidding structure includes:
– Cost Per Click (CPC)
This gives you an ability to pay only when a user clicks on your ad. So, if you are looking to divert traffic to a specific page, then this will be a best option for you.
– Cost per impression (CPM)
If you aim to encourage more and more people to see your ad, regardless they click or not – then this can be an ideal choice for you. This will help you identify the best performing ads and cost per click.
Probably this blog will educate more and more advertisers, how powerful Facebook Ads can be to increase sales.
Savio Fernandes is a writer who influences. Writing for over three years at Orderhive, he is currently focused in offering eCommerce and retail solutions for start-ups and medium business owners.
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