We have Google ads, and we have seen how well they have expanded with their display ads, shopping ads, and network ads portfolio. But, there is something about Facebook that still makes sure that it keeps up its game.
This something is the fact that while Google relies on the search intent of the person to show them the ads, Facebook shows them the ad and then urges them to sell. Now, while this makes one feel that the probability of purchase will be higher in Google ads, one critical factor is missed. This factor is that most of the audience making purchases these days is an impulse-shopper. While your targeted ads can get you better conversion on Google, Facebook can help create that interest in the first place.
That being said, here are 5 critical tips that can help you ace your E-commerce selling on Facebook. Read on!
TIP# 1: Create a Portfolio of Ads
Go for a Carousel. We know this is an unsaid, unwritten norm, but let us give you the logic behind it. When you go to a shop, you do not necessarily purchase just the one thing you came for. You keep looking at a lot of stuff, and then you purchase something or maybe nothing too, or you end up purchasing more than what you thought you would.
A carousel ad replicates that for a business. You can show multiple other products, or you can just show the different features that that particular product has at offer.
Having said that, let us support it with a fact from Adobe’s Market Research findings- The CTR for carousel-multi-product ads is about 200% higher than a single product or single image ads. The CPC for these ads is less than 35% for the average ads focussed on single product ads.
Tip #2: Remarketing Campaigns with a Difference
The reason why E-commerce stores became popular was the ease that they offered. It was never because of the immense variety or the human interaction bit or anything else. So, why do we forget that when we run the ads. Why not, instead of showing the same product again and again in the name of remarketing, do we show them the alternates, maybe better-priced brands or alternate with a cheaper option. We have seen it often that people forget that category marketing is a subset of the brand marketing. Why not use the entire data of the site to define a profile for your client? So, when you remarket, remarket basis their interaction on the whole and not just a specific category because the person isn’t a mobile buyer, they are a person doing a lot of stuff!
Tip #3: Check your Conversion Tracking Pixel
The weird thing about Facebook pixels is their problem of getting auto-deactivated any time, literally anytime. For e-commerce platforms, this can mean a significant issue because it will send the entire campaigns for a toss.
The Conversion tracking pixel can help you improve upon your audience and target them in an even more refined manner.
One way to use this is to place your Conversion Tracking pixel at the checkout page. This will help you understand how many of those who clicked reached the end and what happened after that. However, make sure that you have tested your conversion pixel well in advance because otherwise, your campaign data will get majorly skewed.
Tip #4: Use Video Advertisements
We are just stating a fact here. Facebook has been promoting video content like anything for a while now. Be it your organic reach or just the ad bits. Videos get a lot of responses and reach at least 20-30% higher than the text posts or creatives!
Plus, you can have less than 10-sec posts too for in-seam ads, which further increases the reach of your ads. While in-seam ads may not guarantee you conversions, yet they will guarantee you a way superior brand reach.
Tip #5: Use Posts That Are Not About Selling
It might sound like a very offbeat, poorly researched, or bold suggestion, but you need to have some brand awareness too. You cannot simply ask people to come and buy from you when they do not know who you are! It is a simple exercise of trust-building and can be done at one-tenth of the costs one spends for lead generation ads! A lot of e-commerce or maybe most of the e-commerce platforms forget to do that, and this could be the reason why a lot of them fall flat- just one of it, not the major one, maybe but definitely one of it!
So, that was that!
Hopefully, this helped you gain some perspective. If you have any discussions to do or points to counter, please feel free to write back to us!