Have you ever considered what your customers have in common? Do they share interests? Are they of similar ages? Maybe you noticed that most of them have pets or like the same music. With Facebook’s built-in Lookalike Audiences tool, you can reach people who share commonalities with your audience: such as location, hobbies, and what kinds of posts they follow.
Why you should use this targeting tool
Let’s say, as a business owner of a boutique store, many of your customers are women between the ages of 40-50 who also happen to like swing dancing. By using Lookalike Audience to create an ad that reaches people who share these things in common, they would more likely convert into customers!
The great thing about Lookalike Audience is that you can use it to reach new people outside your customer list and fan base. Also, it helps you save costs on ad spending since you aren’t wasting your efforts on people who are unlikely to buy from you. In fact, InsideFacebook.com reported that a travel site boasts 70 percent lower costs per action using Lookalike Audiences while an online shopping site saw 94 percent lower costs per checkout.
Ways to build your Lookalike Audience
There are many different ways to create your Lookalike Audience. Here’s the list of where you can build them from:
- Fans from your Facebook page: You can reach people who are similar to those who have liked your page.
- Custom Audiences: You can create Lookalike Audiences based on your Custom Audiences. These are audiences that were created (by importing information to Facebook) from your customer contact list, website traffic, or mobile app.
How to get started
You can create a Lookalike Audience in the Ads Manager.
To create a Lookalike audience in Ads Manager: (1) go to your Audiences, (2) click Create Audiences and select Create a Lookalike Audience, (3) choose your source, (4) choose the country where you’d like to find a similar set of people, (5) choose your desired audience size with the slider, and (6) click Create Audience.
Nik Digital can help create your targeted ad
If you’d like your brand to be able to stand out from the competition and would like to find out more about Facebook Advertising, we can help. Get in touch and book your FREE consultation with Nik Digital today!
Achieving a high Return on Ad Spend (ROAS) is a key objective for many e-commerce businesses advertising on Facebook. Sustaining a positive ROAS, especially with a large media spend is not an easy thing to accomplish, but it is possible with the right approach.
In this article, I am going to reveal 3 Proven Strategies that will help you increase your E-Commerce Facebook ROAS.
So let’s dive straight into it.
Strategy #1: Scaling Lookalike Audiences
Lookalike Audiences (LLAs) are powerful gamechanger. They are audiences created based on existing audience such as prospects and previous customers who have similar characteristics and interests. Using LLAs is a great way to approach new audiences and scale a successful product or service beyond its local environment. That can help you increase your website traffic, prospects, or customer base, because the Facebook users in the Lookalike Audience share interests and demographic similarities with your source audience. For example, if an audience is made up of users who are male, age 25-54, and interested in e-commerce, and online shopping, Facebook will find an entirely new set of users with the same characteristics.
Now, after you already know what Lookalike Audiences is you probably ask your self the following question “But what kind of Lookalike Audiences to create and how to find out which one works best?”
The Solution is to split-test them. Try launching three to four separate ad sets with one Lookalike Audience each based on pixel events, depending on the amount of audience overlap between them (Tip: Try avoiding any overlap above 25%).
You can create the following Lookalike Audiences:
- 1% of Previous Customers
- 1% of Add to Cart Audience who visited your website in the last 30 days
- 1% of Email List Lookalike Audience
- 1% of Specific Product Page View/Website Traffic Audience
This is a great start but as a next step, you need to make sure you create the right ad with the relevant message, as these will be people who have probably never heard about your brand but have an interest in similar products or services.
Strategy #2: Use Retargeting
Facebook Retargeting is a MUST use strategy in your e-commerce business. The type of audience you can create when using Retargeting is called Custom Audience.
It allows you to reach prospective customers who have shown an interest in your business or product, based on their online activity. You can create a different type of Custom Audiences such as:
- Email Sign Ups
- People who Added to Cart But Not Purchased
- People who visited a specific page on your website such as Product Page or Blog Page
- People who engaged with your Facebook or Instagram social media page
- People who watched a certain percentage of your video
Begin by creating different time slots for your retargeting ads. I always like to start with a 3-Day, 10-Day, and 30-Day Custom Audience. Now is the perfect time to say that if you are using Dynamic Product Ads, you can also customize those time slots. Remember that each of these windows gets an ad that is slightly different from the other because the message to someone who visited your website 3 days ago should be different than someone who visited 30 days ago. Try customizing each pitch with different offers and promotions. Using different ad types will allow you to scale sustainably because you are showing different value propositions to your potential customers, which ultimately helps you understand what is working and what isn’t. Also, make sure you exclude 3-Day Audience from 10-Day and 30-Day ones and 10-Day from 30-Day one to avoid message overlapping.
Strategy #3: Constant Creative Testing
After we have talked about different strategies on the ad set level, let’s now talk about a strategy you can use on ad level. The third and last strategy I want to share with you in this article is a strategy that you should always be using, especially if you start using Facebook ads for the first time. It’s the strategy of constant creative testing.
This is a necessity if you want to identify the best performing ads that can significantly improve your ROAS. You should constantly be testing different creative variations to avoid ad fatigue and maintain high ROAS. By using the right creative, you can provide value to your customers by creating meaningful connections and giving them a reason to purchase your product or service. Consumers are more likely to resonate with an ad if it is something they can relate to or if it is relevant to their interests.
When it comes to scaling your Facebook ROAS, there are numerous other strategies brands can use. These are just three examples that we have tried with so many businesses and every time we have successfully scaled accounts and generated high ROAS.
Well, what are you waiting for? Open your Ads Manager and start implementing these strategies and let me know in the comments below or via email how your ads are performing.
Hope this was helpful. Let us know if there is anything else you would add or if you know any other strategies that you have used in the past and increased your ROAS.
What makes you click on an ad that appears on your Facebook newsfeed? Is it a catchy headline, a great image or an engaging copy? Facebook users usually engage with an ad only if it has something that relates to their problems, interests or hobbies. If you’re an eCommerce business, this is your main competition when trying to reach potential customers on Facebook through advertising. The trick to getting your ads to stand out is by writing compelling ad copy, so you can attract potential customers and get them to buy your product.
Here are six tips to get you started with crafting a killer Facebook ad copy that converts.
- Keep It Short and Simple but Meaningful – It’s not necessary to elaborate or make your point with long, flowing text if what you’re trying to say can be described in a few words. As long as it still makes sense, narrow it down and stick to the essentials. The idea of having a creative copy is to get people to engage with your ad and take a certain action.
- Speak Directly To Your Specific Target Audience: The great thing about Facebook is that you have the ability to create multiple ads and target multiple different audiences, depending on the stage of the sales funnel they are. When you craft your copy, make sure your message reflects to the group of people you’re targeting. For example, if you’re retargeting people on your online store who have added a product to their cart in the last 10 days but didn’t convert, then your copy should include some sort of a reminder such as “Forget something?” or some variation either in the headline or description.
- Write to Complement with Your Ad’s Image – It’s a no brainer that Facebook is mostly a visual platform. Images clearly are the main piece of content when it comes to grabbing the attention of potential customers, followed by the ad copy. Make sure you create your ads to attract your audience visually and complete the circle with your copy. If your potential customers like what they see, they’ll read your ad copy. If then what they read entices them, they will be more likely to take action.
Tip: It’s important not to create a message that conflicts with the image or is likely to confuse the potential customer!
- Highlight The Benefits Of Your Product – When you are writing the ad copy, make sure you include your product benefits, not the features. Benefits can provide solutions to buyers’ pain points. Brands these days try to focus on showing how their products can solve customers’ problems. Customers at the same time want to know how these products will make their life better, happier, and easier. If you are able to connect your product well with the solution you are providing to your target market, then this means that you are one step closer to crafting a killer ad copy and getting better results from your Facebook ads.
- Match Your Ad Objectives to Your Audience’s Buying Journey – Depending on what objectives you outline for your campaign, you will want to identify where your potential customers are in relation to connecting with your brand. If you’re a new business or launching a new product, you may want to focus your campaign and ad copy on raising awareness and educating your audience about your product. If you’re already established and looking to drive sales, your copy should be focused on creating a sense of urgency and encouraging users to take action.
- Test Out Different Ad Copies – Facebook gives you the chance to test out different ads, in order to find out what works best for your brand. The only way for you to write better ad copy is to always keep testing. Try different benefits, appeal to different emotions, use different calls-to-action. You may have two or more overarching and equally important messages you want to test to see which one your customers will connect with. Create separate ads for each one and see how your online audience responds over time. The great thing about Facebook ads is you can do this without spending too much and can adjust your strategy and budget according to your campaign results.
Finally, I want to share with you the steps my team and I awlays go through when we craft a new ad copy. This will help you to better structure your message, make it more engaging for your audience and generate greater results.
When writing an ad copy we always start with the objective:
- What do we want to accomplish?
- Do we want people to learn more about the product?
- Do we want them to purchase the product?
Then we think about the emotion we want to convey:
- What does a person feel when they buy the product?
- What do they feel when they own the product?
- What is someone missing out on if they don’t have the product?
If you’d like your brand to be able to stand out from the competition and would like to find out more about Facebook Advertising, we can help. Get in touch and book your FREE consultation with Nik Digital today!
When you run Facebook ads, the first thing you always do is to choose your objective, based on a certain goal you want to achieve. Luckily, there are a lot of them. However, each one serves a different purpose and sometimes it can get confusing when it comes to using the right one.
In this article, you will get a better understanding of which objectives you need to pay close attention to and the ones that are the biggest revenue-generators for E-commerce businesses. By the end of this article, you will also learn how to show your ads to the people who are most likely to take the desired action, which is, of course, to purchase your products.
Before we dive into it, the first thing we need to do is to understand exactly what a Facebook objective is. Facebook objective is the goal that you want to accomplish through a specific campaign. It also helps Facebook to optimize your ads for the results you want to see. Based on the objective you select, you can achieve different outcomes such as generate sales, drive website traffic, get product views, increase your email sign-ups, increase video views, get Facebook page likes, etc.
From all of the objectives, there is one that is like “the holy grail” of Facebook marketing. This objective is the Conversions objective.
The reason E-commerce brands use it in 80 to 90% of the time is because conversions are the most desirable outcome for any business. Conversions objective is used to get people to take a specific action on your website, such as a sale, purchase, adding items to cart, or downloading your mobile app. It also works really well with the Facebook pixel on your website, so you can reach site visitors who are most likely to take your desired action – and keep track of how many people actually convert. It is important that when using conversions objective, it has enough data in place to be able to optimize itself and generate the results you want.
Conversions objective works best when:
- The audience is high-funnel – optimizing towards providing information, instead of purchasing
- The audience is high-funnel but the product or service requires little consideration (For instance, targeting Lookalike audiences, who have similar interests to your existing customers)
- There is Retargeting in place – the audience is low-funnel, already familiar with your brand, and ready to convert
Once you have chosen the objective and launched the campaign, in the first few days the ad gets into a learning phase and Facebook starts showing your ad to people it knows have historically converted on similar ads and engaged with similar brands in the past. Then, as it runs, it starts seeing who is converting specifically on your ads and it continues showing it to people very similar to those people who have already purchased from you.
However, there is a caveat when using the Conversions objective. In order for it to improve and start generating results, Facebook needs at least 50 conversions per week. So, if you have a low budget and you are not getting that many conversions, then what you need to do first is to focus on making sure you have the right targeting and the right creative and message you use in front of your audience people to get those numbers up. If that’s still not working and you can’t afford to spend more than you currently are, then you might need to take a step back and use another Facebook objective that guarantees you at least 250 site or product visits every week.
This brings us to the second recommended objective that can help you improve your results, which is the Traffic objective.
This objective is only suited for one goal: increasing website traffic. Using it will show your ads to people who are most likely to actually click through to your site. It is a good way to use it if you are promoting content on your site like a blog post, with the intention to later retarget this traffic with a Conversion ad. Remember that you will need a Facebook pixel installed on your page to track views. By using the traffic objective you can optimize your campaign for link clicks, landing page views, and conversions. Optimizing for Landing Page views is what you actually want to happen as a result of a link click. This tells Facebook to show your ad to people who are patient enough and are most likely to actually click on your ad and wait for the landing page to load. It also guarantees high-quality traffic that is willing to engage with your content and convert further down the funnel.
When it comes to driving actions on Facebook and giving your audience a choice to make, the traffic and conversion objectives are the best ones.
If you are new to Facebook ads, then you would probably not have enough recorded event actions from your Facebook pixel. Therefore, to make sure you reach the full potential of your Facebook ads, you have to run a variety of traffic and conversion campaigns in conjunction with one another to gather enough event actions. The more data you can collect, the better will be for the Facebook algorithm to get you the best results out of your campaigns. A well-optimized Facebook ads strategy will run the top of funnel campaign objective like traffic to support conversions objective using retargeting and lookalike targeting efforts that push for higher value conversions. However, If you think you have enough data, then you can go straight for the Conversions objective and optimize your campaigns targeting different audiences based on the stage of the funnel they are at, using the right creative and the right message.
How have your Facebook campaigns been performing? Let us know in the comments below.
Are you struggling to get the best results out of your Shopify Store? If you are, then you probably know that generating sales can be a very difficult thing. Don’t get discouraged. Luckily, there is an effective way to help your business get more customers and give you higher returns for much less cost than any other traditional methods. This way is called Facebook Ads.
Facebook Ads is like a “goldmine” for E-Commerce businesses if they know how to use it and have the right strategy behind their advertising. Facebook advertising helps brands connect with their ideal customer who is most likely interested in their content and will engage with their products and services, leading to a sale. Facebook ads offer the allure of reaching out to your target audience based on their demographics, interests, and behaviors.
This article reveals 6 steps that will help you generate more sales on your Shopify Store using Facebook Ads.
Step #1. Make Sure You Set Up Your Facebook Pixel
The Facebook pixel is a piece of code you place on your website that measures the effectiveness of your Facebook advertising, improves your conversion rate, and gets better ROI. Having a Facebook Pixel allows you to retarget people who have already visited your website and taken a certain action. It also collects data that helps you create targeted audiences such as Custom and Lookalike Audiences, run effective and efficient ads, and track conversions. Using Facebook Pixel is an easy and effective way to ensure that your social ad spending produces the best results, all by making it easier to reach the right people for your product or service. If you haven’t got Facebook Pixel installed on your website, now is the time to do it.
Step #2. Use Retargeting
Retargeting, the process of targeting people who have expressed an interest in a particular product or service is of particular use when it comes to creating Facebook Ads for your eCommerce business. Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. It allows you to go after your potential customers, even as they are simply browsing your website.
This allows you to target, through Facebook Ads, people who have already visited your online store and may have expressed an interest in your products. On Facebook, this type of audience is called a Custom Audience.
How Retargeting works is that when people visit your website, they are tagged with the Facebook Pixel code that allows for their tracking. When they open their Facebook, they are then shown ads that are relevant to the products they have seen while visiting your site.
Retargeting allows you to:
- Remind people of the products that they have seen on your website
- Offer them a discount on those products
- Promote related products
- Target people with specific ads called Dynamic Product Ads
Remember, always use Retargeting for your Facebook Ads. Retargeted visitors are 70% more likely to convert on a website compared to those who visited the website for the first time.
Step #3. Dynamic Product Ads
Dynamic Product Ads (DPAs) are one of the best ad formats for e-commerce businesses. DPA are a way to create customized advertising content for your Facebook audience, personalized according to the individual consumer’s data: making them more useful, more welcome, and significantly more effective. They appear to users who have previously engaged with your website, showing them relevant products and are a great tool that pushes customers interested in your products to make a purchase. E-Commerce businesses now have the chance to promote products quickly, easily, and aesthetically on Facebook, and all straight from their product catalogues. A Product Catalogue is an excellent way to show customers your product line. It is an object of information about your products and a container where you can upload your inventory.
DPAs appear in Facebook’s mobile application. This makes it possible to identify a user and follow their browsing behaviour. Based on audience interest data from your site, you can up-sell and cross-sell or retarget audiences with dynamic product ads, regardless of what device the audience was browsing on.
Those eCommerce businesses using Facebook Dynamic Product Ads already report positive results, so it may pay to prepare now to get ahead of the curve and make a big difference for your ad campaign’s ROI.
Step #4. Warm Traffic – Engaged Audiences
Warm traffic is the people who have already engaged with your business in some way but haven’t purchased your products. They may have visited a certain page on your website, watched one of your videos on Facebook, may have liked your Facebook or Instagram page, engaged with a post, or have taken any other certain action. Warm audiences have not made a purchase or booked in for your service yet. However, there is a good chance that with more time, information, and value they may become a customer. So use this opportunity to nature them via retargeting campaigns, email newsletters, new blog posts, and regular social media updates to get them to convert.
A warm audience may be leads or prospective customers who have had some level of interaction with your business such as sharing with you their personal details in exchange for a discount code, coupon, free shipping, or any other free lead magnet form. An effective way that you can use these types of audiences to generate more sales is to create so-called Facebook Custom Audiences and target them directly with ads specifically tailored to them.
Step #5. Carousel Ad Format
Facebook Carousel Ads is an ad format, which lets businesses showcase multiple images and links in one ad. According to Facebook, advertisers have seen Carousel Ads drive 30-50% lower cost-per-conversions and 20-30% lower cost-per-clicks than a single-image link ad.
Carousel Ads are an exciting and innovative way to get your clients more involved with your advertisements on Facebook. Through the use of more creatives such as videos, imagery and detailed information than a traditional organic post or advertisement, Carousel Ads offer the chance to engage more with your audience.
The carousel format allows you to display up to ten images or videos within a single ad, each with its own link. With more creative space, you can highlight different products, list the benefits of the product, service, or promotion, or tell a story about your brand. It’s interesting how so many brands use this type of ad format in a really creative way of storytelling.
Step #6. Video Content
Nowadays, it’s essential for brands to use videos as part of their advertising. Video creative is one of the best performing formats on Facebook, helping businesses get more reach, lower CPC, better engagement, and more sales. It enables you to introduce your brand, say much more with less, and show off individual products. If you aren’t using video as part of your advertising strategy, it’s time to start.
Here are some stats on why videos work so well:
- Videos are much better, mainly due to the auto-play feature. As the Facebook user scrolls down the feed, your ad suddenly starts playing and you get a chance to capture their attention and show exactly what benefits they will get from your business.
- Consumers are 27 times more likely to click on an online video ad than a banner ad.
- Video helps your message go viral. BrightCove reported that social video generates 1200% more shares than text and images combined.
- According to Aberdeen Group, companies who use video for marketing are growing their revenue 49% faster than brands that aren’t.
- Forbes reports that “viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text.”
So, there you have it. Six proven steps to get the best results out of your Shopify Store using Facebook Ads. We have used all these tactics in our clients’ businesses so many times, and we identified that they work very well. Therefore, we encourage you to try them as well and share with us your experience and results you generated.
Hope you enjoyed the article, let us know what you think by leaving your comment below.