Why use Facebook eCommerce Campaigns?
- Lower Cost per click than Google AdWords
- Everyone is using it
- Easy to set up
Facebook Users in Canada (millions) (1)
- 2015 – 17.7
- 2016 – 18.2
- 2017 – 18.6
- 2018 – 19
Canadian users, on average, spend 40 minutes daily on Facebook – by far the most preferred social network.
Facebook has users from all age demographics, making it one of the most diverse social networks.
- 87% of people aged 18-29 are using Facebook.
- 77% of Facebook users are young females.
5 Tips to consider to launch eCommerce Facebook Campaigns
Here are 5 tips to help you in the planning of your next eCommerce Facebook campaign.
1. Select up to 5 products to start
Do not start using too many products for your campaign. Select your top selling products to try attracting as many people as possible. Then you can replace with a product you are trying to sell more.
2. Set a correct goal: Sales, Awareness, or Conversion
Most stores will choose Sales, but you might decide to grow your email list in this case conversion might be more optimal. If you are just in the beginning stages of growing your store making people aware of your store and the products might be a good option.
3. Select the correct target market for your products
Make sure you select the right age group and demographic for the products you are selling. You also need to keep in mind are you selling to the end users or people who buy for others, such as moms. For example, you might want to run a separate ad for each audience if the product you are selling will be used by teenagers but purchased by moms.
4. Create attractive ads for the target market
Ads need to be appealing to the demographic. So following the example above you will want to run two separate ads one for moms and the teenagers.
5. Adjust the landing page to be friendly and readily convert to a sale
Some product pages are incredibly unfriendly as landing pages and do not have enough information. So for the products you are choosing to market make sure to have all the images and information possible to convert to a sale. Read more about perfect product pages here https://www.eradium.com/10-features-of-online-fashion-stores/
Below we provide some good and also not so good examples of Facebook ads with the corresponding landing pages.
Airtransat.com Travel in Israel Ad
This a good landing page which is very specific to the ad and it is action driven
Moo.com Unique Business Cards
There are too many options on the landing page in order to be able to act. There should have been a landing page for each type of card.
Beneful.Ca Save $3 discount ad
In this example, the “Save $3” promotional ad leads directly to the landing page that offers $3 discount with one click
Grocery Gateway
The Facebook ad is a brand awareness banner that leads to a landing page that offers to Shop Organics. There is a confusion between the purpose of the ad and the expected Call to Action (CTA).
Amazon
The Facebook ad is a product advertising aimed to sell the pocket printer. The landing page should be the product landing page, not the search page. Shoppers might get distracted with other products on the page and not complete the sale.
Conclusion
Don’t start a campaign unless you can do well at least the following elements:
- Create attractive landing pages and ads
- Monitor daily and adjust the campaign
- Add proper tracking to make sure you can attribute the sales properly to the Facebook campaign
Including Facebook in your marketing mix to reach highly connected consumers become even more crucial today. It is imperative to dedicate the required time and resources to have good results. A lot of people think that Facebook marketing is about post boosting only. In reality, Facebook marketing is a highly evolved tool that can bring an excellent contribution to your sales if done right.
References
- By the Numbers: Social media in Canada, http://www.ufcw.ca/index.php?option=com_content&view=article&id=31389:by-the-numbers-social-media-in-canada&catid=9820&Itemid=6&lang=en
