Boosting eCommerce sales requires effective marketing. That means using channels that give you the opportunity to cast a wide net, while also targeting potential customers who would be genuinely interested in your business.
Facebook is an extremely useful tool in this respect. With approximately 2.19 billion active monthly users, the social media platform allows marketers to reach a wide audience, and Facebook Ads also allows them to target the right audience. From carousel ad formats to direct-to-app installations, these advertisements are among the most effective, regardless of industry or objective.
Now partnering with an experienced Facebook advertising firm could expedite the process and help you reap the rewards almost from the get-go. However, if you’d prefer more hands-on experience, the following strategies will help you learn to leverage Facebook ads to maximize your eCommerce sales. Apply them to your campaign to improve your results.
Develop Retargeting Campaigns through Facebook Ads
According to various surveys and studies, the average online shopping cart abandonment rate ranges from 55% to as high as 80%. With so much distracting content and stimuli on the internet, many users move on to other tasks before completing a transaction. Luckily, Facebook ads can help you re-engage a customer who didn’t complete a purchase.
Through retargeting, fast fashion brand ASOS was able to increase orders by 3 times, reach 35% more users, and increase return on ad spend by 2.5 times. They did this by partnering with Facebook to retarget many of their customers who simply browsed their site.
By optimizing for mobile, the brand directly linked the ASOS app within ads on Facebook. Consumers received a seamless cross-app experience in which they could shop and complete purchases quickly and easily, bringing success to ASOS.
Take advantage of retargeting by installing a Facebook Pixel on every page of your eCommerce site. Follow the directions Facebook provides to set yours up easily. This feature allows you to track conversions from Facebook, so you can track when Facebook users visit certain pages of your site.
Next, create a Custom Audience on Facebook. During the “Create Audience” step, look for the Website Traffic drop-down menu and select “People who visit specific web pages.”
Now you can create a custom audience of people who visited certain pages on your site by inserting specific keywords into the ‘URL Contains’ field. For example, if you sell apparel and want to see who was interested in purchasing a winter coat, you can include those keywords if they appear in the URL of the page displaying your brand’s winter coats.
You can also include traffic that reached the checkout page, while excluding traffic that reached the final page a customer would have visited if they completed a purchase; simply add the appropriate words to the Exclude field.
Now you have a customer audience of people who researched an item, but didn’t purchase it. This means you can run Facebook ads that target them specifically.
Tell a Branded Story
In recent years, marketers have learned that it may be effective to run a campaign of ads designed to be consumed in sequence.
One brand, Refinery29, tested this concept by running two Facebook campaigns. The first campaign consisted of a series of unrelated ads, with each individual ad urging customers to become subscribers. The other campaign featured a series of sequential ads.
The first few told the brand’s story, the next provided information about their product, and the final ads gave customers information about how to subscribe. It was essentially a prolonged and sustained call-to-action.
Compared to customers who saw the non-sequenced ads, there was a 56% increase in subscription rates among those who saw the sequenced campaign.
Telling the story of your brand helps you engage customers and come across as more human. Your story details could include how the company was formed, how a product is made, or how a product was invented.
For example, the tea brand Celestial Seasonings found success when they featured carousel ads and videos that told the story of the brand and its ingredients. After a user had watched both videos produced by the company, they were shown the carousel ad with the goal of getting them to visit the company’s website. This ‘origin story’ campaign resulted in a whopping 18 point lift in intent to purchase and a 32 point lift in ad recall.
As always, while these strategies will be helpful, you should also focus on testing different approaches.
Facebook is so useful in that it gives you the chance to target specific customers while also exploring new potential customer bases. By testing different strategies and tracking their effectiveness, you’ll be much more likely to achieve the results you want.
What other tactics have you tested to increase your store’s sales using Facebook ads?
About the author
Rae is a graduate of Tufts University with a combined International Relations and Chinese degree. After spending time living and working abroad in China, she returned to NYC to pursue her career and continue curating quality content. Rae is passionate about travel, food, and writing (of course).