If you’re spending money advertising on Facebook, this guide will explain how you can get a high return on your investment.
There’s no doubt about it. Facebook advertising is where it’s at… especially for ecommerce entrepreneurs.
A lot of people are paying a lot of money to advertise on Facebook. And if you’re one of them, you need to make sure you’re doing it right so you get the best return on your ad spend.
To help you do that, here are six advertising commandments:
1-Know Your Purpose
There are many reasons to advertise on Facebook. It may be brand building, customer loyalty, or selling products and services. Ask yourself, “What is your reason for advertising?”
You may have more than one reason to advertise, for instance, you may run ads to build up your brand and also to sell products–but individual ads shouldn’t try to do both. Instead, separate your ads into two different campaigns, each with a specific and unique purpose. It will be much easier to reach your goal of selling a product, when the ad format, copy, call to action, and imagery all focus on purchases. Likewise, pages and posts will be more authentic and better received when they just provide value and content–not product promotion. So the brand building will go better too.
For My Ecom Club, Teo Vee always recommends worrying about purchase numbers first and foremost. He likes to say, “Money in, money out,” meaning you need to be making money at the end of the day. So if you spend $1,000 on advertising and get a million likes, but no sales–your ad wasn’t effective. Your ROAS (Return On Ad Spend) should focus on conversions as your desired outcome.
2-Narrow Your Target
Not narrowing your target audience is a great way to waste money and annoy Facebook users. So you need to know who your audience is and then target them. Sometimes, it will take time and testing to narrow your audience down enough to get a favorable ROAS, but you should still be able to start out with general ideas about your buyers and then narrow it from there.
For instance, most Facebook users under a certain age, don’t make online purchases. So why spend money sending ads to teenagers?
Keep the ads relevant to your audience, so narrow your audience down by interests too. Don’t send ads for dog treats to cat lovers. It’s really as simple as that.
3-Favor Visuals Over Text
Your ads need to grab attention as users scroll through Facebook. Heavily visual ads will do that better than text.
In fact, too much text will get rejected by Facebook, so don’t waste your time writing a lengthy explanation of a product. If your product does need an explanation, use an explainer video that demonstrates the benefits or uses of the product. It will have a better response, and you won’t need to worry about it getting rejected.
And besides, you can always add as much text as you would like under the product description in your store. So, if you have a customer who wants more information, he or she can find it there. Facebook ads just aren’t the right place to run heavy copy.
Try using red, orange, or green logos and visuals. The background of Facebook is blue and white, so those colors, in particular, can grab attention.
4-Test And Then Test Again
Over time and with experience, you will get better at creating Facebook ads, but you still have to keep testing. Products change, your market changes, and even pixels change. The only way to know what will get sales right now is to create an ad and test it. And then create another one to test against it. And keep going. You’re always trying to beat your best performing ads.
5-Avoid Saturating The Market
There may come a time when ads stop working as well as they once did. This can be due to market saturation. Everyone who would buy from you may have done so or has at least seen your ad and decided not to buy.
When this happens, it’s time to shake things up. Find a new product and run new ads. Unless it’s a product that continually needs replacing such as clothing and food, there will eventually be a ceiling that you hit on sales.
6-Select The Right Type Of Ad
Facebook offers a large variety of ad types for you to consider. For ecommerce, there are several that work the best. I’ll describe each one, so you’ll feel comfortable trying them out.
Link Click Ads
These ads typically feature a large image and then a small amount of copy. This type of ad promotes an external website with a small button that the customer can click. Often these buttons will say, “Shop Now” or “Learn More.”
Copy is limited to 40 characters and a 25 character headline.
If you’d like more information on sizing your images, Facebook has examples and specifications here.
These ads are the same as Link Click Ads, with the same amount of copy and headline space, but instead of using an image, they use video.
The video can be as long as 120 minutes–but I don’t recommend that kind of length. Shorter videos are better than longer videos. About 15 seconds is the right amount of time. Just like you can use more text on your website, you can add longer videos there too. But they will rarely be effective on the Facebook ad itself.
If your video has words, add captions to the video. Many people will view the video with the volume off, so if it’s important for the customer to know what’s being said, captions are needed. Even if there isn’t any dialogue, you should add sound to your video so that if a customer can view the ad with the volume up, it sounds as nice as it looks.
Facebook has great tips for improving your video ads in this article.
Carousel Ads (Multiproduct)
This ad is great for ecommerce because you can showcase up to ten images in a single ad. Or it could be ten videos, links, headlines or any combination.
The text on a carousel can be longer too, up to 90 characters.
Dynamic Product Ads
These ads are essentially retargeting ads, and the great part is that Facebook handles making them work, so the whole process is automatic. All you have to do is upload your product catalog to Facebook.
Once you upload your product catalog, Facebook will place strategic ads on users’ feeds based on the past actions they took on your website.
These ads only work on mobile devices so before you chose to do one, test to make sure your customers are buying on mobile. If they are, this is an excellent option for getting up close and personal with your products.
Your potential customers can swipe, tilt, and even zoom in on the products you advertise as Canvas Ads. And Facebook launches in-page fullscreen media. Your copy can be longer too than traditional ads, up to 90 characters with a 45 character headline.
Collection Ads are the closest simulation to an in-store browsing experience your customers can have. These ads are also only available on mobile, so just like with Canvas ads, you need to make sure your customers are willing to purchase from their mobile devices.
These ads show multiple products from your website, and the customer can interactively swipe through the various products you sell.
Your ad copy on these ads needs to be less than 20% text.
Find The Right Ad For Your Product
So now that you’re familiar with Facebook’s various ad styles, try them out. See which ones grab your customers’ attention and convinces them to buy. And I know this has been a theme throughout this post, but test the ad. And then test it again. Even within the same niche, different products may sell better with different ad types. So never get comfortable. Always keep testing the waters and taking advantage of the Facebook’s innovations.