As with many things in life, so many ecommerce marketing strategies just come down to doing it right. Fortunately, Facebook marketing is the same way. Whether you’re a whiz with Facebook ads already or just starting out, we’ve collected some of the best practices for you. Unless you’re Mark Zuckerberg himself (in which case...hi!), we can guarantee you’ll learn a thing or two.
Drip integrates with Facebook’s Lead Ads feature, which is fantastic for Drip users. Even if you aren’t a Drip user (yet, we hope), here are 9 tips to make your Facebook ads stand out.
1. Choose compelling images
Compelling images are the key to an awesome Facebook ad. They’re what make people stop scrolling long enough to check out your ad in a sea of things begging to be clicked. So how do you make them stand out?
Using colorful, bright images that feature people is a good start. Avoid using facebook colors like blue, white, and grey to make sure your images don’t blend into the background. Bonus points if you can feature an image of customers happily using your products. The other important thing to remember when you’re creating images for Facebook is to make sure you’re staying within the size and character count guidelines Facebook provides. And don’t forget, you can put text on your images as long as it makes up less than 20%.
2. Use Facebook Pixel
Pixels are pieces of code you add to your website to track user behavior and engagement. If you want more insight into how your customers behave and act with your audience, the Facebook pixel can be the missing piece in your strategy. Facebook pixels install with most major OMS platforms, and Facebook has ample documentation on how to make the Pixel work with your platform.
The benefit is direct insight into how your customers behave and interact with your ads, and the ability to retarget customers who visit your site without making a purchase. The Pixel is also what allows you to create lookalike audiences (more on these strategies later).
3. Target the right audience
Facebook lets you target audiences based on their interests. While you might be tempted to go broad to target the biggest audience possible, you’ll likely see better results from hyper-targeting your ads to people you know will be interested. Think about ways to target multiple niche audiences at once. For example, “first-time mothers” vs “motherhood” or “women’s running magazines” instead of “running.”
4. Target customers who have already visited your site
We already know that data suggests a large percentage of people who visit a site won’t make a purchase. So how do we target those people? By utilizing the Facebook Pixel mentioned in tip #2, you can target people who browsed your site but didn’t add to their cart or make a purchase.
5. Make Facebook ads a part of your cart abandonment strategy
When people joke about online retailers following them around, this is probably what they’re referring to. There’s nothing creepy about it, though, it’s just good marketing. We talk a lot about cart abandonment strategies here on the Drip blog, but if you aren’t utilizing Facebook ads as a part of your strategy, you’re missing out.
Ads that feature product photos of your customers’ items in their carts and didn’t end up purchasing can be the missing link to making otherwise lost sales and recovering revenue. Drip lets you automate this feature seamlessly, so don’t miss out.
6. Recommend similar products
Similar to abandoned products, Facebook ads are a great opportunity to upsell recommended products that customers might like, based on things they’ve already purchased. Facebook Pixel gives you the ability to target these customers directly as well. Remember, repeat customers are the bread and butter of any ecommerce business, so don’t slack!
7. Build lookalike audiences
One of Facebook’s most useful features is the ability to create an audience based on the one you’ve already got. By creating a lookalike audience, your ads will be shown to new people who are similar to those who are already responding well to your current ads. Remember to make sure your most valuable customers, including repeat customers and influencers or affiliates.
8. Create an offer
People love winning, and they love free stuff. That’s just a given. Facebook ads are no different. Using your ads to run a contest is a good way to attract new customers, especially for ecommerce retailers who are new or looking to get their products in front of new people. Whatever you choose to run, make sure to follow Facebook’s contest rules carefully to avoid running into trouble.
9. Use the right copy
Copy is king. From the copy you use in your ads to the actionable words you use in your CTAs, the words you choose have a major impact on your potential success or failure. On Facebook especially, you’re competing with a stream of content written by known sources - the competition for attention is fierce. If your copy doesn’t catch readers’ attention, you’re toast.
Here are a few ways to spice up your ad copy game:
Use emojis (yes, seriously)
Try out a simple question and answer format
Speak to your customer’s pain points
Keep. It. Simple.