4 Facebook Ad Campaign Rookie Errors to Avoid
So you’re an online merchant, and you’ve set up some Facebook ads, but you’re not seeing an increase in conversions or sales.
You’re not alone. It’s (deceptively) easy to set up some Facebook ads, but it can be tricky to perfect them from a brand and ROI perspective. This article will show you four of the rookie errors that ecommerce sellers make time and time again, to save you from having to learn from them yourself.
Check out our previous post on how to face the challenges of generating ROI from social media.
1. Making a Mistake with Your Targeting
AdEspresso found that there could be up to a 1000% difference in the cost-per-click of an ad — so getting the targeting right could have a big budgetary impact on your business. It’s advisable that you start your Facebook ad campaigns after consulting data from customer research, as this will help you stay on the right track with your targeting. Here’s how:
- Do regular customer research to keep on top of the most recent information on your target audience. You need to know their age, gender, location, occupation, purchase habits, lifestyle, and education. From this information, you can create a buyer persona and tailor your online content towards them to get maximum engagement.
You can also geo-target your Facebook ads – recent studies have shown that conversion rates can be much higher when local information or contact numbers are used on a landing page, for example
- Use Facebook’s own Audience Insights tool to get a firm grasp of who your target audience is. Facebook has collected information from people’s activity and profile on the social network, and combined it with third-party sources to enable you to make informed decisions with your ad targeting.
- As recommended by Facebook, you should always target niche interests, rather than broad interests. This way, you can really hone your targeting to a smaller group of more responsive and interested people. The more layers of interests that you add to your targeting, the more specific and relevant your ad audience will be as a result
You can spend all the time and money in the world on your Facebook ads, but if they’re seen by the wrong audience then they won’t get you the results you’re looking for. Still in need of guidance to help get your Facebook ads off the ground? Take a look at this comprehensive Facebook advertising guide.
2. Not Using Custom Audiences in Your Campaigns
Creating audiences is one of the most powerful components of Facebook advertising. By using them, you will be able to reach warmer leads and have a higher chance of boosting your ad conversion rate.
To set one up, create a re-marketing campaign for generating leads. You need to target people who have already read your site’s content, including your blog. In an ad, you could offer them a piece of gated content, like an eBook or a guide, in exchange for their email address. Asking for a small commitment from your leads is a sure-fire way to gain their contact information.
You can also re-market to past purchasers by setting up a custom audience of people who have visited your store’s thank-you or check-out pages. You can use this audience for a re-targeting campaign, and either upsell new products to them or make them consider a repeat purchase.
Take a look at this guide for more guidance on setting these campaigns up.
3. Not Using Videos in Your Ads
Facebook videos have increased 360% across everyone’s news feeds. eCommerce brands have cottoned onto the high engagement levels that videos tend to get, and are rolling them out across the board.
Video ads work much the same as regular ads on Facebook, and you can even optimize your ad to maximize video views, allowing Facebook to automatically alter your video based on who is most likely to view it.
It’s also recommended that you create custom audiences based on the length of time people have watched your videos in the past — you can specify this when you create your ad audience. For example, you can choose to have your ad shown to people who have viewed 3 or 10 seconds of your video, or 25 or 75% of your video.
To not use video content in your Facebook ads is to miss out on a huge opportunity to engage with your audience. Video content can get a far stronger message across than simple text copy. Don’t fall behind; implement video content as part of your marketing strategy and embed it in your Facebook ads.
4. Forgetting About Sequential Advertising
As humans, we are all naturally inclined to enjoy storytelling. However, far from the stories we were told as kids, brand storytelling is being employed to entice users. Brand storytelling gives you a chance to portray your brand message and personality, giving your audience something to connect and engage with.
55% of people would consider buying from a company if they enjoyed a story.
The art of priming your audience before asking them to make a purchase is a sure-fire way to increase your conversion rate. This is particularly true for newer, less established ecommerce stores because – let’s face it – giants like Nike and Topshop need little introduction.
A simple, three-step strategy could be all that lies between you and a serious improvement in your sales figures. The first step would be to target a relevant audience with an ad that gently introduces your brand’s message and vision, perhaps with a piece of emotive video content.
By re-targeting this same audience with a second ad, this time showcasing your brand as a solution to their problem, you’re advancing the story to its next natural stage. Finally, stage three consists of promoting a specific product, service, or piece of content to your audience. Hopefully, if all goes well, they will be more ready to make a purchase by this point.
From Fabletics to Bombay Sapphire, sequential ads are taking Facebook by storm. Try them out for yourself to see just how much they can improve your conversion rates and drive traffic to your online store. Don’t fall prey to making an overzealous advert, commanding your audience to make a purchase before really introducing yourself.
Which of these mistakes have you made in the past with your Facebook Ads? Let us know in the comments.
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Patrick Foster is a freelance writer, ecommerce expert and owner of popular ecommerce blog, Ecommercetips. He loves sharing his expertise with startups and entrepreneurs to help make the most of their marketing, social and video strategies.