Social marketers use various marketing channels to increase eCommerce sales, but organic posts are not enough.
We need:
- Relevant high traffic
- More conversions
- A strategy for repeat sales
With almost 3 billion monthly active Facebook users, as of the 3rd quarter of 2021, according to Statista, Facebook Ads are a great way to increase eCommerce sales. There might be some failed attempts before you find what makes the perfect ad.
However, once you get it right, it will be worth it.
Don’t worry if you have no idea how to approach advertising on Facebook. We won’t leave you in the dark.
Here are seven strategies that will help you increase traffic to your website and conversions.
1. Use Dynamic Product Ads
Dynamic product ads allow you to promote any item from your product catalogue to the right person and are a chance to return uncertain customers to your site.
Use this ad type to present a single or several products to customers based on the products they recently viewed, purchased, or added to their cart.
Use Dynamic Product Ads to increase eCommerce sales
Here’s how to get started:
- Upload your catalogue to Facebook Business Manager: Include the information for all the products you want to promote.
- Add a custom pixel: Modify your pixel to report on the customers’ purchase characteristics.
- Build a dynamic template: This lets Facebook extract relevant products and information automatically. Title your ads and utilize keywords to extract images and product names from your catalog.
- Set up Display product ads in Power Editor: Specify which products you will advertise from your catalogue.
We advise you rather than creating product ads for each product in your catalogue, you should use Dynamic Product Ad templates. Using the product details you upload on Facebook, the templates will extract product names, images, pricing, and other information from your product catalogue. If you have numerous products, this is an excellent tool for you.
2. Use Ads to Tell a Story
To improve your conversion rates, you need to create a series of ads that convey your key message rather than sell. 55% of people would consider buying from a company if they enjoyed a story.
Pro tips:
- Use video: Video is a great way to convey your message. For the video to be compelling, it needs to be short, concise, fast-moving, and it needs to portray a message that is easy to understand.
- Create urgency: When given a chance, customers will postpone a purchase to get a better deal.
- Offer an incentive: It can be quite challenging to capture a user’s attention with many businesses advertising on Facebook.
3. Build Brand Advocates
Facebook ads are a superb tool for converting customers into brand advocates. Most people will not take the time to open an email regarding referral programs. Take a different turn: let it appear in their Facebook newsfeed as a pop-up, with a vibrant picture and persuasive copy.
You can use Facebook to persuade customers to encourage their friends to become your customers. You might consider giving your current customers discounts if they do a video product review. The video reviews work very well on your landing page and act as social proof since they can see people talk about the product.
4. Use Lookalike Audiences
Facebook lets you reach related groups by creating Lookalike Audiences. This assists in finding new customers based on previous and existing customer habits. “Lookalike Audiences use Facebook’s algorithms to identify people with similar characteristics to your customers.
Here’s how to use Facebook Lookalike Audiences:
- From the Facebook Ads Manager, go to Audiences, click Create an audience, and choose a Lookalike Audience.
- Choose your source audience. Remember, this will be a custom audience you’ve created from customer information, Pixel or app data, or fans of your page. Your source audience must contain at least 100 people from the same country.
- Select the countries or regions you would like to target. The countries you choose will determine where people in your Lookalike Audience are based, adding a geo-filter onto your Lookalike Audience. You don’t have to have anyone from the country you want to target in your source.
- Choose your desired audience size. Size is expressed on a scale of 1-10. Smaller numbers have high similarity, and larger numbers have high reach. Facebook will provide you with an estimated reach for the size you choose. It can take six to 24 hours for your Lookalike Audience to be finished, but you can still proceed to ad creation.
- Create your ad. Go to the Adverts Manager and click Tools, then Audiences, to see if your Lookalike Audience is ready. If it is, select it and click Create Advert.
5. Upsell to Clients
If somebody has bought one product and not the other, you need to target anybody who fits these criteria with a unique campaign. Somebody that has bought from you many times trusts you and has a positive understanding of your brand. Custom Audiences allow you to create a custom list of people you can target with Facebook Ads because you already have their emails, phone numbers, and Facebook IDs. They are an excellent tool for strengthening existing customer relationships.
In other words, if a customer has bought the product “X” and “Y” from you, but not “Z,” you should build a custom campaign for the customers in “Z.”
Here’s how to get started:
- Convert your custom audiences into Facebook fans: Upload your customer list and target them with relevant ads using the Custom audience tool. Be sure to exclude existing fans.
- Send promotions and relevant offers to top customers: Target your most loyal customers with discounts and offers to reward their loyalty. You can create a custom audience for this. Identify customers that are devoted to your brand. If they are happy with your brand or product, they tend to be generally proactive in recommending your product and sharing it on social media. Give them the first chance to purchase new products and exclusive offers.
6. Restore Abandoned Carts
Some studies have shown that up to 80% of online shoppers, on average, abandon their carts and do not complete a purchase.
Visitors who abandon their carts without completing a purchase only need a small prod to complete their order. Include an image of the product and ask if they forgot to buy the item. Add a link for easy completion of the order. You can also add a discount as an incentive for first-time visitors.
Example of restoring abandoned carts
Here’s how to get started:
- You can use a tool such as Power Editor to run a campaign and retarget your visitors with coupons, dynamic ads, and general offers.
- Target people who have been to your product page added a product to their cart and deserted it before checkout. In the ad, remind them of the product by including an image and making it easy to purchase it by linking to the item.
7. Remarketing on Product Page Prospects
Few people will buy your product the first time they visit your website. Provided that they have visited your product page, you know they may have some interest in your product or service. Build a custom audience exclusively for those who have viewed your product page.
Here’s how to get started:
Build your custom audience of people who visited your product page but did not complete a purchase.
Pro tip:
Give this audience a custom ad with a discount. Make it a limited-time offer for great conversion rates.
Conclusion on how to increase eCommerce sales
Consider the tips above to increase eCommerce sales, and experiment with them one at a time to determine which combination works best for your business. Also, I recommend checking our dedicated guide on how to grow your eCommerce business with Google ads and how to leverage PPC.
Relevant case studies of Todays.Agency
- How we increased sales and decreased CPA from 21,52 £ per purchase to 4.12 £ in Facebook Ads
- How to Make Your Brand Work Online: 138.22% More Traffic after the Offline Identity Was Declined through a Clever Online Campaign
- How do you increase sales with Google Ads for integrated playground equipment?
- Reviving the Romanian Market for Used Smart Gears through Lead Generation
With the world adapting to technology quickly, this is not the time to be left behind. At Today’s agency, we can help you grow your business sales with Facebook ads.
