Tips to Improve Your Facebook E-commerce Campaign

10 November 2021
9min
Marketing
Tips to Improve Your Facebook E-commerce Campaign

With roughly 2.91 billion users, Facebook is an excellent channel to get more eyes on your e-commerce store. It is an ideal platform to lucratively run your online business with zero upfront cost. You just need to be proficient enough to manage the online page, attract your audience, and interact with customers and prospects for a profitable business. But this also has its downside, such as your e-commerce store drowning in a sea of competition.

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It means that the chance of your target audience coming across your organic content is lower than before. Thus, to increase brand awareness, you need to pay to play.

So, if you’re using Facebook as your e-commerce channel, you need to consider investing in Facebook Ads. These can help you:

  • Increase conversions to meet sales targets
  • Create highly relevant traffic
  • And increase repeat sales from already engaged customers

But to improve sales, impressions, and revenue, you need to learn the top tricks to create a killer e-commerce campaign. Here, we’ve created an in-depth guide to setting up your e-commerce campaign strategy and ways to optimize it:

Step by Step Guide to Setting Up Your Facebook for Business

Creating a business Facebook page is a pretty straightforward task and can help you grow your business. Read on to learn what a Facebook page for business is and how you can create it:

What is a Facebook Business Page?

A Facebook Page is any public Facebook account used by artists, brands, organizations, and other public figures.

Businesses may use Facebook Pages to post updates, share contact information, promote events, and share content to connect with their audiences.

Quick Guide to Creating a Facebook Page for Business:

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Here’s an easy-to-follow guide to creating a Facebook page for business:

  • Go to Facebook.com and sign up
  • Upload a profile and cover picture
  • Connect your business page to WhatsApp
  • Create your username
  • Add your business detail
  • Create your first post
  • Invite an audience
  • Benefit the most from templates and tabs
  • Like other relevant pages

Tips and Tricks to Remember After Creating Your Page

Here are a couple of things you can do after creating your Facebook Page:

  • Publish new content
  • Start messaging
  • Add special features
  • Promote your page
  • Keep improving

Facebook E-commerce Campaign Strategy in 5 Easy Steps

Facebook ads are vital for every e-commerce business. Secure business success by following our step-by-step guide on how to create your Facebook e-commerce campaign strategy:

Create Your Product Catalog

The first step to creating a killer Facebook ad strategy is understanding ways to create and upload a product catalog.

Your product catalog is the front page of your business and contains an extensive list of products you want to advertise. Creating a product catalog works best for e-commerce, but other business models like travel agencies, hotels, and car dealers can benefit as well.

Having a product catalog is a good idea, given that you’re selling or showcasing something that buyers are actively seeking online. Before you start working on your product catalog, make sure you have the following things:

  • An active Facebook ad account
  • A Facebook business page
  • A Facebook business manager
  • Products that consumers are looking at online

Just click on ‘Business Settings’ from the ‘Facebook Manager’ option to curate your product catalog. Next, select ‘Product Catalogs’ and then enjoy adding dynamic pictures and attention-grabbing descriptions.

Your virtual product catalog will operate in the same way as a physical one. Facebook allows business managers to create multiple catalogs, as well as to organize them.

Set Up Your Product Feed

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Your product feed includes a list of products that you want to showcase. In simpler words, a feed is a set of products uploaded manually or from a source.

Facebook allows you to have single or multiple feeds, depending on how you arrange your products in subcategories.

Product feeds are the actual items that are uploaded from your website to help create a product catalog. For this reason, it’s essential that you add your latest products, new arrivals, and product information when uploading your product feed.

Here’s how you can set up your product feed:

  • Select your product catalog via ‘Business Manager’ and choose the option to add a ‘product feed.’
  • Name your feed and select your currency
  • Upload your products via two options: auto-upload and manual

When creating a file for your product feed, make sure you set up appropriate columns. Facebook is very particular about its file formats. To avoid any errors, make sure you write the columns exactly as they appear. In addition, make sure each column is in English, no matter if the descriptions and currency are in another language.

You’ll also have to worry about creating and uploading product sets. These are defined by filters in your catalog and can vary between 8 and 50. The rule of thumb is to have the highest number of products in each set to ensure your social media campaign performs well. It means you need to benefit from the maximum number available in a group.

Curate Your Targeting Strategy

Creating your Facebook ad campaign mostly depends on your main objective and your goal. Facebook’s vast network provides you with endless possibilities of potential ad campaigns to run.

When it comes to creating your new campaign, you need to choose ‘Product Catalog Sales’ as your objective on Facebook. Furthermore, you may select a specific product catalog that you wish to advertise.

At the ad set level, you can define your targeted audience and set your budget. Plus, Facebook allows you to use the platform’s targeting criteria to showcase your dynamic ads when selecting product sets.

Not just this, but the platform also allows you to choose from a variety of targeting options. You may even create a custom combination targeting prospective customers who searched for a specific product in the last ten days.

After setting up your targeting criteria, make sure your Facebook objective’s setting helps you achieve your goal: impressions, link clicks, or conversion events. Here’s a rundown of what you should choose to reach your goal:

  • Select Conversion Events to Drive Sales
  • Choose Link Clicks to Drive Traffic
  • Choose Impressions to Boost Brand Awareness

Setup Cross-sell Campaigns

Don’t just focus on targeting people. Instead, create ads to cross-sell to your current customers. Facebook dynamic ads automatically trigger cross-sell campaigns to customers who converted to your website.

These campaigns help boost customer retention rates and loyalty. It also ensures customers come across relevant ads on their feed or when they’re browsing through Google.

When it comes to cross-selling campaigns, consider offering customers complementary products/services based on their purchase history. For instance, if a customer purchased yellow socks, you can cross-sell complementary jeans.

Plan Your Ecommerce Facebook Ads and Monitor Them

Last but not least, you need to create dynamic ads for your e-commerce campaign. Dynamic ads are what Facebook displays in front of your target audience.

The platform allows you to choose between two ad formats:

  • Dynamic Product Ads- It enables you to add multiple products, thus mimicking the look of an original carousel
  • Single Product Ad- It allows you to add a specific product relevant to customers

The benefit of choosing dynamic product ads is that you can map out specific keywords for better customer outreach. You may add product attributes, images for Facebook to add automatically, or links to your products.

This way, when Facebook showcases the ad to a customer, they can see an auto-populated product description, product name, and product image. All the information is pulled straight from your product catalog.

Once you set up your ads, it’s time to go live and monitor the results. Make sure you add URL parameters to track sites and monitor results.

Tips and Tricks to Create a Dynamic Campaign on Facebook

Here, we’ve created a list of top tips on how to create a dynamic Facebook ad campaign:

Identify Your Target Audience

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Part of marketing your products/services is identifying who needs or wants them. It means you need to determine your target audiences:

  • Age
  • Job
  • Location
  • Pain Points

Most importantly, you need to question how and why your product/service is good for them. Consider using Facebook’s Audience Insight Tool to learn more about your potential customers.

Use Attention-Grabbing Images

An excellent way to attract new customers is by ensuring your e-commerce design is highly visual. It calls for professional photography and high-quality images.

Remember and follow these guidelines when picking an image for your business page:

  • Select a photo that’s bright, full of color, and eye-catching
  • Avoid using images that are the same colors as Facebook since they can blend in
  • Try to incorporate images of happy people or people using your products
  • Ensure the photo you choose fits the size criteria for your desired ad type

Run Retargeting Campaigns

According to an insightful study, about 72% of online shoppers abandon their carts without making a purchase. But only 8% of them return without retargeting. However, with the help of retargeting, you can encourage 26% of abandoners to complete the purchasing process.

In addition to this, display ads retargeting campaigns can prompt 70% of web visitors to convert and purchase.

Not retargeting your visitors can cost you significant sales and revenue. Boost your sales by running retargeting campaigns through the Power Editor. Motivate your target visitors to purchase by sending them incentives like coupon codes, exclusive offers, single product ads, and much more.

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Install Conversion Tracking Pixels

Conversion tracking pixels refer to a small snippet of codes that track consumer behavior. Facebook then utilizes the data captured by the conversion pixels to optimize your campaigns. Not just this, but Facebook leverages the received information to build a lookalike audience.

Place a conversion tracking pixel on your checkout page to effectively track consumers’ actions and measure your ROI.

In addition, if you want to achieve the best results, make sure you install conversion tracking pixels before you run your campaign. This way, Facebook can identify the type of people converting on your site even if they come from other channels.

Without this invaluable data, Facebook may have trouble optimizing your campaign for conversions, link clicks, and impressions.

Create a Posting Schedule

Posting informative, entertaining, and stunning content is an excellent way of engaging customers and expanding your outreach. You should create consistent social media post plans to engage with your audience in a timely manner.

Your posting schedule mainly depends on your audience’s activity, which means you need to schedule posts during peak engagement hours. Create a calendar for posting by preparing weekly or monthly posting planners.

Most retailers only post during the weekend since people have more free time; however, experts recommend that you post at least once daily. Use Facebook Insights to determine the optimal times to post new content. Remember that consistency is key to content success.

Announce and Promote Your Products

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While it’s true that being over salesy can turn off customers, there’s nothing wrong with displaying your products/services in front of an interested audience. It is especially true if you’re releasing a new product or service.

Interact with your target audience, share in-store promotions, and upload announcements about upcoming products to drive traffic and sales.

Facebook for business is all about fostering relations with your customer base. If you provide value through your posts, your audience will be open to learning more about your products/services.

Use Video Ads

Video ads are great for attracting new customers. But not just video ads will work; instead, you have to create a compelling video.

Compelling videos are those that tell a story that solves customers’ pain points. Advertisers employ various creative styles to boost brand trust.

Use Lookalike Audiences to Boost Conversion Campaigns

Facebook helps businesses find new customers based on past customer features. Lookalike audiences allow you to showcase your products/services to people similar to your existing customers.

A lookalike audience is an excellent way of scaling your campaigns to connect with customers who may not have heard of your brand and products.

You may create a Lookalike Audience by curating a Custom Audience through Facebook fans or conversion-tracking pixel.

Upsell to Your Current Customer Base

Most businesses segment their emails to sell complementary products or services to existing customers. You can do the same for Facebook advertising.

Upselling to your current consumer base is an excellent way of increasing your sales. Someone who previously purchased from your website is more likely to trust your brand and your products. Thus, selling to them is easier than acquiring new customers.

Boost sales, conversions, and enjoy a fantastic ROI on your ads by upselling.

Use Shopify and Facebook Together

Shopify is a popular e-commerce platform boasting superlative integration with Facebook to your website. In addition, the e-commerce platform helps you track and ship orders and sell through social media.

Use Shopify to customize your site and connect it to Facebook through the ‘Shopify Facebook’ store. Here’s a step by step guide to link your Shopify store to Facebook:

  • Select ‘Sales Channels’ and click on ‘Facebook Shop.’
  • Choose your Facebook page and connect Shopify with your account
  • Facebook reviews your store before authorizing it
  • Alternatively, you may sign in to your Shopify store to know Facebook’s decision

Shopify store Facebook marketing strategies include offering referral programs, running Facebook ads, and using affiliates to boost sales. A great benefit of running a Shopify Facebook Store is that you control the customer experience.

Target Customers with Relevant Offers

Custom audiences allow you to connect with existing customers and try to convert them into Facebook fans. Target already engaged users with relevant offers, discounts and deals, and sales to motivate them to visit your Facebook page.

Apart from that, you may host contests on Facebook to drive sales and boost revenue.

Use Socialays to Boost Your Facebook E-commerce Campaign

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Utilize Socialays to improve your Facebook e-commerce campaign within seconds. This state-of-the-art software reads your comments, analyzes them, and reacts to them.

In turn, you can tailor your responses to ensure you’re communicating your points effectively. Let’s take a closer look at how Socialays helps you enhance your e-commerce campaign:

  • The innovative AI technology reads your Facebook comments in real-time and categorizes them into nine emotions to ensure you effectively communicate emotions through words
  • Customize the tech to detect spam and ad contact and block it
  • Get alerts for profanity and hate speech to provide a positive customer experience
  • Receive instant notifications whenever someone mentions your name or asks questions to boost engagement rates

The Bottom Line

Make sure you create a varied and well-optimized Facebook e-commerce marketing strategy that meets customers at every touchpoint of their journey. Consider using multiple Facebook campaign types to build a compelling sales funnel that attracts new customers.

Facebook ads are a fantastic tool for e-commerce companies, given that you use them right. Install conversion tracking pixels, understand your target audience, and create the ideal ads to boost conversions.

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