When you actively promoting an online store, whatever marketing channels you use, it’s never enough. You constantly need more conversions to meet sales targets, highly relevant traffic instead of accidental visitors and a way to increase repeat sales from past customers.
If you’re unsure about how to get started with Facebook Advertising though, read on.
Here are some of the strategies that help online retailers to increase traffic and conversions.
1. Use Dynamic Product Ads
Dynamic product ads might be the highest ROI strategy that eCommerce sites can use to bring back hesitant customers by showing them tailored ads based on their activity on the site.
There have some large sites like Amazon.com who retarget you on Facebook with offers for the exact products that you recently visited. You could also remarket on Facebook just like Amazon.
With Dynamic Product Ads you don’t have to create ads for each product in your catalog. Instead, it will pull images, product names, pricing and other information from your product catalog, based on the product details you upload to Facebook. So, if you have thousands of products, this could be a great solution for you.
To get started with Dynamic Product Ads:
Upload your product catalog to Facebook Business Manager.
Add a custom audience pixel to your site.
Create a dynamic template.
Set up Display Product Ads in the Power Editor.
2. Use Multi-Product Ads
Facebook Multi-product ads give you an opportunity to show multiple products in a single ad. You can display single or multi product to customers who have visited your site based on products they viewed, added to the cart or even purchased.
Multi-Product Ads can give your customers more alternative options to choose among them. They can help you to increase conversions. You can also use them to show different benefits of a single product.
3. Install Conversion Tracking Pixel
A conversion-tracking pixel is a small piece of code that tracks customers’ behaviour on the site. In addition to tracking customer behaviour and conversions, Facebook can also use the data from conversion pixels to optimize your campaigns and to build a lookalike audience to target your ads.
By placing it on your checkout page, you’ll be able to track actions (like sales, etc) that people take after clicking on your ad and measure your ROI. But to achieve the best results, you will install the pixel long before you run your first campaign.
4. Run General Retargeting Campaigns
72% of online customers on average abandon their carts without completing a purchase.
Without retargeting, only 8% of them will come back to buy.
With retargeting the average site can bring back 26% of abandoners to complete a purchase
According to Wishpond, the source of the data above, 70% of web visitors who are retargeted with display ads are more likely to convert on your site.
You can also run retargeting campaigns via the Power Editor and target your visitors with general offers, coupons, single and multi-product ads and more.
5. Find New Customers with Lookalike Audiences
With the help of Facebook, you can find new customers based on your past customers characteristics.
Lookalike Audiences help you to advertise to the people who are similar to your existing customers and likely to be interested in your products as well.
Lookalike audiences are usually one of the highest performing target groups.
To create a Lookalike Audience, you need a Custom Audience. Alternatively, you could also build it from your Facebook Fans or data from the conversion-tracking pixel.
6. Use Ads to Communicate Your Brand Story
Facebook is first and foremost a social platform and people are there to connect rather than to shop. It gives you an opportunity to connect and build relationship with prospects and future customers. You can do it by using ads to communicate your brand’s story.
A study shows that, creating a sequence of ads conveying your key brand message instead of selling improves overall conversion rates.
Similarly, you can use a video to tell your brand’s story.
The video worked well mainly because:
It was short,
Fast moving and
The message/value was easy to understand (even with auto-play without sound).
7. Strengthen Existing Customer Relationships with Custom Audiences
Custom Audiences are a powerful tool that helps you to create a unique list of people whom you want to target with ads based on a list of your customers’ emails, Facebook IDs or phone numbers.
Custom Audiences are a great way to strengthen customer relationships:
Get Existing Customers to Become Facebook Fans
Custom Audiences allow you to reach out to existing customers and try to convert them into Facebook fans.
Target Your Top Customers with Relevant Offers, Promotions
To create a custom audience of past customers and newsletter subscribers and target them with relevant offers or discounts to reward their loyalty.
Reward Your Store Evangelists
Every brand has people who dedicated to it. They share news about it, recommend it to others and proactively spread the word about it.
You have to identify them and reward them with exclusive offers or a chance to be the first to purchase items from a new line.