It’s no secret. Facebook is becoming a selling platform.
While millions of Facebook users scroll through their walls, your business has to find a way to shout through the noise, hoping that you’ll be able to attract some attention and make your Facebook store stand out. As more Facebook business pages become selling tools (rather than just social brand enhancers), you’ll have more and more competition for a finite number of Facebook shoppers.
If you’re struggling to find a voice in the crowd with organic posts and are tired of posts with little engagement, it may be time to develop a Facebook ads strategy. Chances are you’ve already seen messages from Facebook encouraging you to create an ad, and now ALL new Facebook pages are brought to an ad creation platform before the page even gets published.
When you see a message from Facebook that says, “Boost this post,” it’s Facebook’s way of telling you, “Hey, you have an opportunity to get this post in front of more eyes…for a price.” If you already have a Facebook store set-up, but aren’t selling as much as you’d like, this might be a good option for you.
Here’s are some tips for creating ads specifically designed for your Facebook store.
1. Decide how much you want to spend
Do some simple math in your head to determine the ROI you’d need to make the ad worth it. If you’re making $15 per product you sell on Facebook and your ads are bringing 50 people to your page for a total cost of $15, how many of the 50 you brought to your page do you think will convert to a sale? If the ads aren’t converting, you may want to spend money on ads that grow your page (get you more likes) before you focus on ads that are targeted at your current fan base.
2. Target clear audiences
If you have a sense of who your typical customer is, target them by specifying the age, gender, location, etc within the ad platform. If you don’t have a good idea of who your customer is, we recommend testing ads on 2-3 different potential target audiences to see who responds.
3. Use what you’ve learned from organic posts
If there is a certain type of Facebook post that has done very well (high engagement, lots of likes and comments, led to a lot of purchases), use that knowledge to your advantage and create ads that are similar. You can “boost” posts that you’ve already released instead of creating ads from scratch.
4. Don’t forget to tell them about your Facebook store!
You’ll have a hard time converting ads to purchases if the people you target have no idea you have a Facebook store. The tab can be hard to find if you’ve never been to the page. Always put the link to your shop in the ad copy or ensure your top wall post has a link to your store so people who land on your page will know they can buy right there within Facebook. Tip: Use the “Promote Store” links and buttons in your ShopTab admin
5. Test, test, test
Odds are you won’t get everything right the first time you advertise. You’ll have to learn over time what ads work and what ads flop. Don’t put all of your money into one add campaign and then get surprised when it doesn’t have the results you wanted. Spend in small chunks to test conversion, learn something, and then continue to test.
Your Facebook shop is the perfect place to start your path to social selling, but only if people know about it. Use the Facebook ads platform wisely and you’ll see results. While the tips above are designed for Facebook shops, you can also use the same techniques for a business page’s daily deal app. Not sure where to start? Here’s a great guide on the basics of Facebook Ads from Ad Espresso: The Beginner’s Guide To Facebook Advertising
Have questions about your Facebook store ads strategy? Want to share some advice? Keep the discussion going in the comments below.