Facebook Ads for e-commerce is a great way to not only generate traffic to your website but also increase sales for your brand. Running a blend of Dynamic Product Ads as well as conversion Ads for your e-commerce business can help increase your ROI on several online marketplaces.
Facebook enables the retargeting of users who may have visited your page but not purchased anything during their sales funnel journey. Thus, this retargeting of the audiences paves a way to further increase e-commerce sales & ROI on the platform.
Choosing the right objective for your Ecommerce Ads is crucial for your business. Let us look at a few objectives one can choose for running these facebook Ads for ecommerce.
- Catalog Sales
This objective is the best way to retarget consumers who did not convert. The Catalog Sales objective allows you to advertise your product sets or catalogs on Facebook. Moreover, it enables you to pick either a particular product category of products or choose all the products listed on your website. You can further decide to showcase the name, price, discount amount, short description, etc by choosing dynamic product sets.
Apart from having dynamic product ads, with the Conversion objective, one can decide to display a few of your business’s best sellers in your E-commerce Ads. Similar to other conversion advertisements, now you can pick to include plain product images as carousels, single images, etc.
Now that we know what objectives we can explore, let us identify the types of target audiences in advertising.
Types of audiences
Some of the types of target audiences in advertising are people who have:
- Viewed or added to cart but not purchased
- Added to cart but not purchased
- Broad audience targeting (demographics, interests)
Types of Custom Audiences
Website: These audiences are primarily all website visitors. They can be retargeted with Facebook ads for e-commerce based on the time spent (5%, 10%, 25%) on your website on either specific product categories or particular pages.
Customer List: With these audiences, you can upload details such as your customer name, email ID, location, order value, etc to define a value-based audience. These audiences are a great way to reach potential customers who resemble current high-value customers.
App Activity: Considering your business possesses an app that is linked to your account, you can now retarget your app users on their app behavior, this can include- the number of purchases made, the number of times users have opened the app, etc.
Offline Activity: If your business has offline retail stores, one can track the offline data along with the online data to assess the number of people who have transacted with your offline business after viewing the online ads.
Facebook Sources: This is a great way to retarget your e-commerce ads via using various social media sources. These audiences would be high intent customers who have previously interacted with your brand.
Having known the audience sets we can cater to via our paid Ads let us explore what kinds of creatives we can look at to best showcase our products on the platforms.
Types of creatives:
Single Image Ads: These ads work best for products that have clear pricing and CTA. This is because the audience grasps what the brand has to offer at their first glance
Video Format Ads: Video Ads are focused on telling your product’s/ brand’s story. These ads can further be customized on the platform they are being showcased on. For example, Instagram Story Ads are highly impactful as they are a great way to grab the viewer’s attention.
Multiple Products: Through multiple Product ads you can now display a wide range of products using catalogs, product sets, and dynamic ads.
Carousel Ads: These ads are focused on a series of images which can be either of the same product or different ones
Catalog ads: A catalog entails the brand’s inventory inclusive of images of the products, sizes, and more picked from the website.
Collection Ads: Generally these formats are a blend of both videos and images. Moreover, they are immersive e-commerce ad formats that make it simple for users to interact with the advertisement.
One can follow the following best case practices for Product ads:
- Creative adaptations: Resizing the creatives for feed as well as story format is recommended to have a better impact on sales.
- Product-Centric– Products must always be in the focus along with displaying the CTA and price.
- Minimalism- Simple and neat templates are the best way forward to grab the attention of the audience
Now that we know the basic objectives, audiences, types, and best practices for running Facebook Ads, you can now use them to grow your E-commerce brand accordingly. Choosing the right objectives to cater to your audience, coupled with the best practices of running these ads can serve to be extremely beneficial to increase e-commerce sales, ROI and drive growth for your business.