If we think through the popularity of Facebook and its connection to human beings, it is easy to conclude that Facebook ads have a considerable role to play in the world of digital marketing. While many marketers are running a successful ad campaign on Facebook, some are tired of spending countless money without little or no success.
It starts with an idea, converted into a thoughtful campaign, with unique images, great content, and added value. But sooner or later the campaign fails and even after various trials there’s no sign of success. As a result, a feeling of disappointment starts creeping in.
However, Facebook ads are beneficial for e-commerce businesses. And what if I told you that you could create a successful Facebook ad by following the tips mentioned in this blog post. Especially if you have just started and you are keen on reaching a maximum no of audiences.
In this blog post, I will explain some tips that will help you run a successful ad campaign on Facebook. Especially if you are in the e-commerce business. Let’s begin.
Write a Powerful Ad Copy
Let me start by quoting the words of Joseph Sugarman. He once said that “all the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.” This is very true of the nature of an advertisement.
The opening line of the copy will make or mar your ad campaign. This also means that your copy has to be convincing. Every word that you write should capture the attention of the reader. You can start with a promise or give a reliable solution to the problem. After all, people click on an ad because it is helping them find a solution to their problem.
So, don’t stuff in keywords and think your ad will do wonders. People will only click on an ad if they find it meaningful and powerful at the same time. Another way to write a brilliant Facebook ad copy is through emotional triggers. The reason for using emotions is simple. People are often driven by emotions over logic. They will click on your ad because somehow it managed to arouse the feeling of surprise, fear, joy, or tears. Therefore, you have to write an ad copy that serves the aforementioned purpose.
Let us put this into perspective, imagine you were creating a copy to trigger a specific emotion in audiences. What will you do? A straightforward way is to provide the audience with something they cannot ignore. Like giving an irresistible offer, a brilliant deal, including the fear of being left out or representing figures they cannot ignore.
Although it might take you some time to come up with a fresh idea, once you do, the ad will definitely help you boost sales.
Use GIFs in Facebook Ads
A few years ago, Facebook started allowing the use of GIFs on Facebook Ads. There is no doubt that GIFs are eye-catching, and they perform much better than a simple image. With the help of the GIPHY feature provided by Facebook, you can create a GIF that lasts up to ten seconds. This is perfect because the attention span of people is concise, and it is complicated to capture someone’s attention instantly.
So, when you use this feature to create a GIF, make sure you first fix the start and endpoints for your GIF with the help of sliders. And then use the time-fields to adjust the length of the GIF. In addition to this, while making a GIF, you have to be careful about the transition. It cannot be abrupt, so ensure that you see the GIF again and again to build a smooth transition. You can also include a call to action at the end of the content by using the caption feature made available by Facebook.
Not only this but according to Facebook, shorter videos get complete views compared to longer videos. So, anyone who is capable of thinking logically will definitely incline towards what is trending, and GIFs definitely rank no one on this list. This is why the next step is to use this feature to create maximum engagement. Source: FB
Showcase several products with multi-product advertisements
Just like using the same old strategy never works for marketers, nor will it work in the case of Facebook ads. There are so many features that Facebook provides you to make your ads more attractive. One of the highlights is displaying several products with the help of a single campaign. This campaign can be successful because of the following reasons:
The more you give to your audience, the happier they will be. Multi-product advertisements serve the same purpose. You can boost the conversion rate by showcasing more products. This also means that you are providing your customers with several choices. Instead, the customer will likely click on the ad to see the different types of products you in store for them.
More vitally, several marketers are of the view that this type of ad works better than several other ads. This feature, if used to its best potential, can help any business owner gain profit.
According to a study, many companies witnessed a 300% increase in their click-through rates only because they used the multi-products feature in their Facebook ad campaign. Also, an adobe study revealed that the increase in click-through rates for several brands was due to these ads. It skyrocketed straight from 50% to 300%.
In addition to this, marketers who are using this strategy to run their ad campaign have seen a 35% surge in the CPC (Cost Per Click) rate. It is solely due to the fact that people are engaging more in multi-product advertisements over others. Now, give some food to your thought and experiment with this ad feature, which can be really helpful for e-commerce businesses.
Build a FB retargeting campaign
There is one thing that I noticed a few years ago. After adding a few products in the cart, I used to leave the website and then abandon the cart entirely. In fact, this happens most e-commerce businesses these days. Potential customers add products to the cart and then leave without buying anything.
Not only this but these customers also never come back to repurchase the products. A few might, but the rest of them will leave the cart until they come back again to buy a different product altogether. However, this means that most e-commerce businesses are losing an opportunity to increase the conversion rate.
So, in such cases, you have to think about a way to get those customers back. If not all, but at least half of them. This is exactly where you can use the magic of Facebook ads for e-commerce by using a retargeting campaign.
In other words, by using a retargeting campaign, you are inviting customers who are interested in your product. This technique also works best as a reminder. As soon as the ad appears on the screen, he or she will be reminded of the product left in the cart.
Thus, make a list of those products that people often leave in the cart and then run a retargeting campaign. You can use offers, coupons, discounts and invite the potential customer to buy the products at a lesser price — a win-win situation for both you and the customer.
Think of Facebook ads as a long term investment
Most people tend to ignore the fact that Facebook ads are not short term investments. They want quick results, and when that doesn’t happen, most people just give the idea of running a Facebook ad campaign. However, long-term planning is essential because you are not looking at opportunities that come with Facebook ads.
Let me give you an example. In order to make quick and big bucks, you created a campaign for a $30 product. The campaign was intriguing and captured the attention of many customers, but you had to spend $60 to obtain the customer. If anyone reads, they will think that this is not good for an e-commerce business. First, because you are spending an extra $30 on a single customer, second, you are not earning any profit after that is the whole point of running a business gaining profit.
But think again and ask yourself. Is generating profit the only aim of a business? In my personal opinion, the answer is no because customer lifetime value matters a lot these days. And, especially if you want to stay at the forefront in the long run. In such a case, even if you lost $30, you earned one customer, and a customer’s value is more than the loss you might have faced. Also, in the long run, you will have that customer buying several other products from you. So, the situation may sound a bit dicey, but if you build your campaign around this strategy, you will be able to attract a lot of potential customers. – Value of a Customer: Visualcapitalist.com
Utilize video advertisements
Videos are here to stay for a long-long time. The power of video has been recently found, but nowadays, everyone is using it to boost their website traffic. So, why not use the same videos in Facebook ads as well. In fact, did you know that Facebook prioritizes video content? If not, now you do, and you should definitely use videos to build your next Facebook campaign for e-commerce advertisements.
This also means that you can now build an ad that has more chances of ending up in a news feed. Also, videos have the potential to create engagement, and they are lively. People are more likely to stop and watch a video than pictures of products. Statistics show that most Facebook users watch a video and hence the reason why Facebook gives more preference to video ads.
Interestingly, Facebook has an ingenious way to show video ads. As soon as one lands on a video ad, it starts playing instantly. In turn, it catches the attention of the user, and as an e-commerce business owner, that is what you need. This is why using videos as a platform to create Facebook ads is a great idea. Even you can do the same, but make sure that you create a smart campaign first.
Your videos should be appropriately formatted, and they should be related to your business. Try and engage the customers by triggering emotions, as mentioned at the beginning of the blog. This will also allow you to create video content that is less promoting and more value-driven.
Stop creating sales posts all the time
It is pretty easy to understand that e-commerce businesses are all about selling products. However, it is not mandatory to create product selling ads all the time. If you posted a product ad yesterday, try something different today. You can make a campaign to give away products and ask your customers to tag their friends on the same.
These types of ads come as a refresher and people don’t get tired of seeing the same old product selling ads. You can also play a game with your customers or ask them a question. This way, you will also increase the chances of creating better engagement.
It is also vital to note that people stay away from repeated advertisements. But if anything new appears on their news feed, they will definitely give it a try. This is to say that sometimes you can post something creative and informational and provide value to your customers.
You can post a business event and convey the information to your customers in a creative way. For example, if you are a clothing brand, tell them about a fashion show you are about to organize. The collection that you will bring out and what new pieces you have introduced this time. Altogether this campaign will not be dull, and you will not be selling your clothes directly.
Don’t leave the previous posts unattended
It is understandable that your previous ad posts have not worked wonders for you. But ignoring them is not a wise decision and neither it is easy to make a new campaign every time. You can learn from past failures and reorganize the need to change your strategy. However, you will never be sure of the success of a newly created campaign. And it is wise to stay cautious of the road not taken. In other words, it is okay to boost existing posts.
This is one of the old but useful ways to use Facebook ads for e-commerce. So, how will you go about it? First and foremost, look at the posts that have higher user engagement and then put that post in the forefront again. This way, you will stay safe from facing the failure of running an entirely new campaign. Although it is not necessary that a new campaign might fail, it’s better to be safe than sorry.
Using this feature, you can select a post. Next, use it to promote among people who have already liked the post and who will see it for the first time. This way, you will serve a large no. of audiences. And the chances are you will be able to perform as well as you showed earlier.
Create impressive ad offers
This is actually an obvious step, and every e-commerce business should abide by it. In fact, Facebook is not the only platform for giving offers. I am sure you use several other platforms to make an offer or tell your customers about discount coupons. But then again, you should also use Facebook ads to drive more sales.
People love offers, and I have personally seen malls filled with people during the sale season. While informing people through Facebook ads might seem a good idea, also ensure that you use this platform to its utmost potential. Who knows, if your campaign receives success, you might end up gaining several customers.
So, start by creating an ad that talks about a discount offer. But be creative as hell and include the necessary details. You just have to make sure that you offer the discount you promised in your ad. Because false promises might give you temporary profit, but in the long run, you will lose a chain of loyal customers.
In addition to this, adding offers to Facebook is really simple. Facebook comes with an offer feature. You can click on the function and make your own campaign. Don’t forget to mention the timeline, what kind of products you are offering, and a solid opening headline.
After a customer clicks on your ad, they should be able to get a coupon code, which they will use while making the final purchase. Now, another advantage of using this campaign is that you can analyze the no. of people who used the offer.
This way, you have the opportunity to improvise and offer more discounts in the near future. And it is also an excellent way to convince people to come and buy from you.
It’s now your turn to create a Facebook ad
Now that you know what you can do to boost sales of your e-commerce business, create your own campaign right away and ensure that you follow the above-mentioned points carefully. I know for some, it might take some time to achieve the desired results. But if you do everything right and not give up easily, you will start heading on the path of success and profit.
Abimbola Balogun is a writer at heart Betasocials.com, and he continuously writes about digital marketing. If you don’t see him writing blogs, you will probably find him travelling or writing poetry.