In today’s highly competitive digital age, more and more customers are shying away from brick and mortar stores and flocks the internet instead.
With approximately 224 million daily shoppers venturing online seems like a solid plan. However, even though there are ample customers out there, the competition is tough.
So, how do you bring attention to your online store? Well, Facebook advertising is one of the most effective ways to reach new leads.
In this post, we’ll go over some techniques on how you can boost your Facebook marketing techniques for your WordPress ecommerce site.
1. Use Dynamic Product Ads
One of the most effective elements of an excellent Facebook marketing strategy for ecommerce is Dynamic Product Ads or DPA.
Have you ever come across a site, browse their products, only to find out that their ads follow you around the internet? That technique is known as retargeting, and Facebook’s Dynamic Product Ads are excellent tools for it.
Through DPAs, you can reach out to old prospects, and take a second shot at converting them into paying customers.
Facebook’s DPAs features a carousel of product images, reminding users which items they’ve abandoned on their shopping carts. It helps encourage users to click on those ads and finish their purchase.
Here’s how you can get started with Dynamic Product Ads:
- On Facebook Business Manager, upload your product catalog. Put all the products that you want to advertise with the relevant information that goes along with the product such as price, name, image.
- Place a custom audience pixel on your website. Then, modify it to track a customers’ purchasing behavior.
- Build a dynamic template. The platform will populate it automatically with the associated products and information. Then, put a title on your ads, specify keywords, and so on.
- On the Power Editor, set up Display Product Ads. Specify if you want to advertise your product in specific categories or an entire catalog. Then, run your ads.
2. Use Multi-Product Ads
Multi-product ads provide you with the ability to feature multiple products in a single ad. Moreover, they provide users a variety of options to choose from and help you boost your conversions.
Remember the more relevant the product is to your customers, the more likely that they’ll buy. These type of ads can be used to show the benefits of a product.
But how do they work?
These can be set up quickly in the Power Editor, which can be used either as a stand-alone ad or part of a dynamic product ad campaign.
Multi-product ads are ideal for online retailers who are looking to reach website visitors but didn’t make a purchase.
3. Install Conversion Tracking Pixel
Conversion-tracking pixel functions to track customers’ behavior on a site. In addition to that, Facebook utilizes the data from conversion pixels so that you can build lookalike audience to target your ads, as well as optimize your campaigns.
When you add a conversion-tracking pixel on your check-out page, you’ll be able to efficiently track user’s actions after they click on your ad and measure your ROI.
To get optimal results, it is recommended that you install it before starting your first campaign.
That way, you’re giving Facebook sufficient time to learn about the different types of users who are converting to customers, regardless of the marketing channels where they originated.
4. Run General Retargeting Campaigns
On average, 72% of online users abandon their carts without buying anything. If you don’t run retargeting campaigns, only 8% will make a purchase.
Retargeting helps bring back approximately 26% of users to complete a purchase. Moreover, the average CTR for retargeted ads is 10x higher than the traditional display ads.
So, not targeting your site visitors will make you lose leads, conversions, and (eventually) sales.
Power Editor makes you run retargeting campaigns, helping your target users with single/multiple product ads, general coupons, offers, and more.
5. Find New Customers with Lookalike Audiences
Like your custom audiences, Facebook has another tool to help you maximize results ‒ Lookalike Audiences. It’s a tool that utilizes custom lists to find people who have the same profile data of your existing customers. It usually matches demographics and interests.
Lookalike Audiences is a low risk and a highly efficient strategy that includes people who are more likely to purchase your product. If you want to grow the number of likes on your Facebook page or generate more leads, then this method is highly effective.
To create a Lookalike Audience, you first need to have a custom audience to base it on. Aside from that, you can also build it on your existing fans on the platform, or the data from the conversion-tracking pixel.
Alternatively, you can also use Facebook’s demographic and interest targeting options to look for relevant customers.
6. Use Ads to Communicate Your Brand Story
One of the best (yet often neglected) feature of Facebook advertising is that it places you in direct communication with prospective customers.
It gives you an excellent opportunity to connect and create a relationship with your audience. Therefore, ads are an excellent medium to communicate your brand story.
In a study by Adaptly and Facebook, building a sequence of ads to convey your brand message rather than selling directly improves conversion rates. Similarly, you can utilize videos to tell your brand story.
Moreover, interacting with people that engage with your Facebook ads is an excellent way to make them feel involved and valued. As a result, this would more likely make them purchase a product or a service.
7. Strengthen Existing Customer Relationships with Custom Audiences
Facebook lets you build custom audiences by uploading email addresses from your existing customers. Then, the social network will use the list to look for users who used the same addresses to make their Facebook account.
That way, you can effectively retarget people who are already interested in your ads by buying products and services.
It’s also possible to tweak your custom audience by utilizing different advertising filters like age, income, interest, and so on. That way, you’ll be advertising only to people who will most likely convert, helping you reduce ad spend waste.
Custom Audiences are an excellent way to build customer relationships:
- Turns existing customers into Facebook fans. Custom Audiences allows you to reach out to your existing customers and to turn them into Facebook fans. All you need to do is to upload your customer list in the Custom Audience Tool. Then target them with Page Like relevant ads.
- Targets your top customers with promotions and other relevant offers. You can also build a custom audience of your newsletter subscribers and past customers. Then, give them exclusive offers and discounts that reward them for their loyalty.
Over to You
Facebook advertising isn’t just essential‒ it is necessary.
A lot of brands and users are flocking to the site every day. So, you need to be on top of your game.
Because the competition on Facebook is fierce, the correct usage and implementation of its advertising tools will help you stand out.
While it may be a bit of trial and error at first, over time, you’ll be able to know the best ways how to implement these methods and succeed.
About the Author
Kevin Urrutia is the founder of Voy Media, a Facebook Ads Agency based in New York. He helps businesses maximize the benefits of Facebook Advertising, leading to a dramatic improvement in sales while pushing down costs. Voy Media thoroughly studies each client and comes up with tailor-fit solutions to bring about the best results.