How to make Facebook Ads work for eCommerce
Facebook marketing in paid media is the best advertising tool to use for growth when it comes to e-commerce. For real performance, data analysis and making data driven decisions, Facebook Marketing will 100% guaranteed, grow your business. Shopify, Woocommerce or Magento, it can be done with all!
Facebook ads is one of the best ways to increase revenue, generate sales, segment users by funnel, show retargeting ads, get extremely cheap engagements and most importantly, target users by last step taken on their checkout process. Most importantly, Facebook Ads lets you target users that have already purchased a product and finalized a full checkout. Therefore, advertise to these incredibly special users to keep on increasing Lifetime value.
Whether your business is looking to drive visitors to a website through a website click campaign, get cheap video views for under $0.03, generate leads through a lead ad form campaign or actually get conversions on a website through pixel or event, Facebook marketing is the best tool for eCommerce. It is all going to come down to performance and the Facebook Format being used.
The trick: It’s all in the data analysis, and the insights pulled from data driven decisions right? Easy to say but quite more difficult to do without a proper system. Let me show you how to set up your Dashboard!
Regardless of your niche, product, audience, interest, ad set or campaign, Facebook Marketing can work when utilized properly. Let’s dive and see how to use that data in your favor.
Avoid This Mistake:
Most facebook users stick to Campagin – Delivery – Results – Reach – Cost – Amount Spent – Ends
Scroll to the right hand side of the page click on the columns drop down and actually select customize columns to dive into performance. See the image below
A pop up will open displaying your options on the right hand side. Click the box to add additional options which will show under “Columns Selected”
Click on the Search Bar and type “Pixel” to see the 45 options being displayed.
This is the data your business needs to get the most profit possible. Get as granular as possible and lose yourself in the numbers to optimize, not only your facebook marketing but your business!. Your goal here is to get as lean as possible.
Take full deep dive into the data and once again get as granular as possible (I am repeating this because it is extremely important)
Understand the cost per add to cart, cost per lead, cost per initiate checkout and cost per purchase. Once you are repeating those numbers in your sleep, you will be able to think differently about growth.
Add: Add to cart + Initiate Checkout + Cost per Purchase. Now, look at your business, product line, service and ponder: “How many $could I really spend for a guaranteed initiate checkout? How about for a purchase”
If your business is getting 100 clicks for $.30 on a regular cpc campaign, how many of those are actually interested in making a purchase?
What are you willing to pay for every single website visitor that adds to cart? Is it $1.50 or $2.80? How about $3.65?
What is your current /Cart to /Cart/Checkout drop off rate? Ok, now start thinking about how to increase your conversion rate and how to build that trust with consumers prior to taking them to lower funnel actions.
Optimize so every single dollar being spent, has a clear and concise return on investment.
If you are business is selling a product for $80 and is driving users via Facebook for $4, that is fantastic, keep on doing what you are doing. If your business is selling a product for $14 but adds to cart for $4 dollars, there are several optimizations that should happen in order to keep on lowering costs.
Whether it’s with the audience, interest, demographics, creatives, texts, or other factors, always be makign small tweaks to determine the best winning ad or ad set per return on investment.
AFTER SEEING THE NUMBERS
Never fall in love with one product. Your “best sellers” or “hot items” or “featured products” will hopefully guide your business towards growth. If not, alternate them and actually focus on pushing product vs. pushing an audience. Your overall goal is to find the ideal product instead of the ideal audience first. Evolve as a store and reinvent the perception, stagnation kills.
Now that your business has a format and a process, begin by playing around with audiences to maximize these efforts.
Once on Audiences, click the blue button on the left hand side titled “Create Audience”
Three options will display and make sure to click on the Create a Lookalike Audience.
Lookalike audiences tells Facebook: “Please go ahead and find me people utilizing Facebook + users from all of your databases that match the profiles of the people that have performed a specific action”
The Image Below shows an add to cart event in the United States of the people that have added to cart with an audience size of 2%
Go ahead and create several audience sizes. Start with a 1%, 2% and 3%
Important to know: Even though this is fantastic, over time, your focus should shift on audiences that are finalizing a checkout.
Let’s say your business has a beautiful checkout process and an abandoned cart dropoff rate of 75%, out of 100 people that come to the cart, only 25 will finalize the process.
Therefore, make Facebook work in your favor. After the audience is big enough and you are seeing a tremendous amount of users adding to cart, create the following:
What you are seeing above, is a Lookalike audience made with an audience size of 1%.
The lower the number on the audience size is, the more effective and likely to purchase it will be.
However, go ahead and create a 2%, 3%, 4% and keep on testing different ads.
Remember these audiences are still cold, but are much more likely to be interested on your product.
A couple of minutes ago you might have read, “focus on a product rather than the ideal audience” and this is exactly why.
Once those audiences have been created, make sure, make sure, make sure, make sure you do the following:
Go Back to Audiences and click on
A Pop up box will come up With 4 options click on Website Traffic
A pop up box will open with your Pixel, Website Traffic and a message that says “Include People who visit any page on the following domains (optional) and right below it is going to have a default “30” for in the last “30 days”
Right next to “Website Traffic” click on the drop-down menu that states “Anyone who visits your website”
The remainder three options will be:
1)People who visit specific web pages
2)People visiting specific web pages but not others
3)People who haven’t visited in a certain amount of time.
From here, I am positive you are already thinking different combinations to apply or specific users you want to select per product page or category page that should be visited.
Please please please go ahead and select “People visiting specific web pages but not others” since this will be an extremely powerful way to keep on driving top qualified traffic to your website.
Upon clicking, the box will expand and will create “rules” which are pretty easy to follow.
The first box will read “ Include people who visit any web page that meets the following rules”
Here you want to change it to URL Equals and add the CART page. This means, add the URL for the users that add a product to cart.
While the second box will read “ Exclude people who visit any web page that meets the following rules”
Here, you are going to add the Thank You Page or the Checkout Complete page. However, you have it titled, this is the page the user sees after registering.
Congratulations, you just created an extremely powerful event! You just told Facebook, make me an audience of every single person that has added an item to the cart, but did not go through with the purpose.
Important: This audience is not cold, it is actually very hot! 🔥 🔥 These visitors have already visited, have already spent time on your site, took an action and thought about either taking out their credit card or using Paypal for a product that you are selling!
The checkout was not finalized so what is your business willing to offer to bring them back?
Think of this as an Abandoned Cart email opportunity. Is it going to be a free shipping code, a 10% discount or a 20% discount if they checkout within the next 72 hours?
However your business decides to play it (please look at your numbers and see if the product leaves enough margin to give a 20% discount) remember these visitors are way down in the funnel and have already elicit triggers when seeing the offer.
Besides being creative and advertising differently, these ads need to be much more powerful, convincing and will need to create a connection with the user.
Remember you are advertising to users that are in their news feed to be entertained waiting or killing time. Most users are not using the platform to find information about your product or service. Focus on giving value to these users!