Facebook eCommerce Ads

Facebook Ecommerce Ads – when it comes to creating an eCommerce Facebook campaign, getting overwhelmed is easy. When most people look at Facebook’s goals, they automatically assume that conversions are the way to go. This is not always the case, though.

While sales are the ultimate goal, only a small percentage of people will purchase your product on their first viewing. Conversions of high value typically occur following a user’s interaction with your brand across numerous touchpoints.

Brand Awareness
Customers are less inclined to buy from you if they don’t know who you are, regardless of how well your product or service does outside of Facebook. That is the issue that brand awareness campaigns address. You’re effectively casting a wide net on Facebook by starting with this campaign. You’re putting your brand and goods in front of the broadest potential audience.

The best course of action in this campaign is, to begin with, a lighter, no-obligation offer. You are not pursuing a sale or even a consultation at this point. This will enlighten the audience about how you can assist them.

Engagement
Consider the following scenario: You come across two distinct Facebook advertisements for the same product: One currently has 500 likes, 50 comments, and twenty shares, while the other has no interaction. Which is more likely to pique your interest? For most people, it’s the one with many likes and comments. This is referred to as social proof.

Offline, social evidence may take the form of a long line outside a restaurant, indicating its popularity. Social media is the only place where you can watch how people react to ads in real-time. Not in search, Google display, YouTube or email. Viewers are more inclined to pause and interact with your ad if there is more positive involvement with it.

Clicks or Conversions
Now that you’ve established two touchpoints, it’s time to elicit some higher-level engagement. Remember that even three steps to conversion are a quick trip through the funnel. While this is a possibility, there is no certainty. A sale can take weeks or months to earn, depending on the worth of the goods you’re selling, their nature, the time of year, etc.

The approach may be slightly different if you’re developing Facebook eCommerce advertisements for a well-known business and might be quicker. Why? Facebook’s ability to precisely target users is perhaps its most significant selling point. Everyone is aware of the uniqueness with which new audiences can be reached via social media.

However, the most beneficial feature of this sophisticated targeting is the ability to construct audiences from your lists, traffic, prospects and customers. These personalized audiences have the potential to significantly reduce the time required to convert a video view, an impression, or a click into a sale.

If you have a well-established brand with many customers or page views, you can target these consumers based on their prior interactions with your brand. For instance, you would not need to increase brand awareness among existing customers. They are well acquainted with you as they’ve bought from you before. It may be more cost-effective for these audiences to pursue conversion directly.

While Facebook is a potent tool, don’t put all your eggs in one basket. According to data, eCommerce shoppers are more likely to complete the customer journey across several channels and spend more as a result, making a multi- or omnichannel strategy a must-achieve goal. Facebook is simply one of several platforms on which you should establish a presence.

Need help with your Facebook Ads strategy?

If you’re not getting the results you expect from your Facebook Ads Strategy or can’t achieve profitable ROAS, speak to our PPC team by calling 0121 231 015 or fill in a form on the website requesting a free consultation.