Facebook can be an integral part of your eCommerce business, but it can be tricky to figure out. Here’s what you need to know to use Facebook eCommerce and how to survive your first campaign.
Facebook eCommerce Survival Guide
Facebook arguably has the most sophisticated advertising platform compared to all other social media channels, making it a valuable resource for eCommerce business owners. What’s so useful about Facebook’s advertising is that it enables you to reach your target audience. It provides you with the tools to focus on the demographics you want to reach most. Plus, since Facebook has over 2.7 billion monthly active users, you can guarantee that a significant portion (if not nearly all) of your customers and ideal clients are regular users.
The one drawback is that getting familiar with using Facebook Ads can take some practice. The good news is that the more often you use Facebook ads, the more success you’ll have with campaigns. After having a few ad campaigns under your belt, you’ll be able to refine your ad strategy and have a highly effective sales generator.
Here, we’ve outlined the tips you need to survive your first Facebook ad campaign.
Install the Facebook pixel
Understanding how your ads are performing is critical for your campaign’s efficacy. You can’t measure success if you don’t know how many leads and sales your ads generate. The Facebook pixel is key to understanding your ad performance. If you’re unfamiliar with the Facebook pixel, it’s a tracking code for you to install on your eCommerce website. Plugging the pixel into your site is the first step before you even think about creating an ad. Once it’s installed, the magic happens. You’ll be able to see the actions people take on your site after clicking your Facebook ad.
Use targeting to your advantage
Facebook has billions of users, but that doesn’t mean that you should try to target all of them. One of the most common mistakes people make when using social ads is thinking that “the more the merrier” or “bigger is better” when it comes to audience size. In actuality, having a smaller, more refined audience will bring you more success. Every single person on Facebook isn’t interested in your product. Your goal is to reach the people who are.
Luckily, Facebook’s targeting can help you pinpoint the right audience. Some of the different options for Facebook Audiences are:
- Retargeting: People who have already visited your eCommerce website, existing clients or leads
- Lookalike audiences: Facebook uses data to create an audience similar to an existing one
- Demographics: Based on Facebook user profiles
- Behaviors: An audience based on user actions that recorded on Facebook (i.e. a user adds that they got married, graduated college, had a baby, etc. to their Facebook profile)
- Interests: Based on other Facebook pages a user likes/follows or has engaged with
Have a realistic budget
It makes sense that you want to have a tighter budget when starting with your first Facebook ad campaign. After all, you don’t want to invest huge amounts of money before having the experience and knowledge of what types of ads and campaigns work best. With that said, you need to be realistic about your ad budget.
A few things will impact the cost for your campaign. One is the cost of the goods you’re selling. Ads for higher-priced items tend to cost more than ads for cheaper products. If you sell a high-end product, you’ll have to pay more for your ads. Another factor is the type of ads you’re running. When you set up your campaign, you’ll have to select an objective – basically, what you’re hoping to accomplish with your ads. If your objective is brand awareness, you’ll be able to spend less than a campaign with a sales-focused goal.
This isn’t to say that you shouldn’t run Facebook ads if you sell higher-end products or want sales to be your objective. We’re just pointing this out so you can know what to expect and set your budget accordingly.
Be prepared to tweak and change
You’ll learn a lot from your first Facebook ad campaign. In fact, we suspect you’ll probably learn more about what isn’t working than what is working. You’ll need to make some modifications to your campaigns to bring in better results. For example, maybe you’ll find that one style of ad copy works better than another, or that photo ads bring you more sales than video ads do.
You’ll learn more about the best strategy for you the longer your ads run, which means you have to give them some time to perform. It can be tempting to make a change to your ads or your campaign after a few days. However, you need to resist and let it play out a little longer. You’ll get better data if you let your first ads run for two to three weeks. By then, you’ll have a better sense of what changes you should make.
Now that you’re mentally prepared and know what you should expect, you’re ready to get started with your very first Facebook Ad campaign!