Adjusting your buyer personas? Check.
Adapting your Facebook PPC strategy? Check.
Modifying your targeting? Check.
And the results? No improvements.
Sometimes, trying to get positive results from Facebook Ad campaigns can feel like an uphill struggle. It doesn’t bring the improvements you were after.
A report from eMarketer reported that each year, marketers spent around $21 billion on Facebook ads campaigns in the US alone– around 19.6% of the market share.
When compared to other social media platforms, Facebook accounted for 83% of total ad spending.
Often, digital marketers are putting in hours of work and countless dollars to try and gain positive results.
But are they actually using that time and money in the right ways? Often, they’re not.
Let’s take a look at some proven strategies to boost ecommerce conversions through Facebook Ads.
Firstly, ensure your product catalog looks good
It’s often the most basic factor that requires the largest amounts of attention.
You would be surprised at the number of digital marketers who approach their Facebook Ad campaigns equipped with an array of the latest strategies for optimal results.
When you take a look at their Facebook product catalog you can see that a lot of important information is either missing, incorrect or poorly formatted.
Before you upload your product info or connect your ecommerce platform to the Facebook Catalogue Manager, you need to see your product data not just as a means of getting your online store’s data from A to B. It should represent the format that your final Facebook product ad will take.
That’s why you should make sure all your product data is:
- Complete – Are factors missing from the titles? Can the brand, color, material or size be added to make that ad copy stand out more?
- Consistent – This means deciding from the start whether you are using abbreviations (e.g: D&G) or full phrases (e.g. Dolce & Gabbana), then being consistent throughout. The last thing you want is to run multiple ads that aren’t consistent and don’t match the messaging of each other.
- Actually make sense! – Here I’m talking about spelling errors, grammar mistakes, unwanted HTML code – anything which would be embarrassing to see included in your published Facebook Dynamic Ads.
Focus on populating your Product Catalog
It doesn’t matter if you’ve built excellent ad campaigns that follow all the recommendations and have worked in the past.
As mentioned above, if the actual ecommerce product data you are sending to Facebook from your online store is of poor quality, you aren’t going to see positive results. It’s as simple as that.
Facebook has relatively few required fields for the product feed you give them (fields like id, title, price, image_link). This doesn’t mean that you should only provide these fields though.
Much like SEO for your ecommerce site, adding those optional fields to your Facebook Product Catalogue (e.g. additional images, color, category, and size) gives a far greater chance of boosting conversions through your dynamic ads:
- The Facebook algorithm understands your product ads better based on more detailed descriptions and can find more engaged audiences for your ads.
- Users better understand your product and how they can use it.
- Improving ad matching, reporting, and targeting.
Set up retargeting campaigns
You might have already run Facebook Ads that achieved the following results:
The number of visitors who landed on product pages was high, yet only a tiny fraction of them added products to their carts.
Many people may not be convinced to make a purchase the very first time they see a product. You can create a custom audience on Facebook to target these people and create an ad.
First up, be sure to define your ideal customer profile. While your brand certainly has a number of customer profiles and groups, it’s important to define your ideal customer avatar. This is to help you tailor your retargeting campaigns to your most lucrative prospects – the website visitors who are the likeliest to convert. Of course, your ideal customer has the highest chance of actually interacting with your brand.
Next, use Google Analytics to support your profile-building with valuable information such as age, location, gender, interests, online behavior, and device type.
Leverage the insights Google Analytics provides to map out the entire customer journey on your site. This is to gain a better understanding of the steps they take before they buy.
In a nutshell, all of this information will help you create custom audiences in your Facebook Ads Manager and increase the conversion potential.
Facebook Ad Images – Add branding, text and promotional messages to stand out
Did you know that 80% of your Facebook Ads real estate is dominated by images?
So although the factors mentioned earlier like titles and extra fields are crucial, it’s ensuring you have the most eye-catching, engaging images that are going to provide the biggest dividends.
A tailor-made design is an ideal way to take ownership of ads. Make them stand out more clearly above the “noise” of other ads on Facebook.
It can be used to highlight the business through your logo and brand colors, which captures the user’s attention.
This is even more relevant when it comes to your retargeting campaigns. These are reaching people who have prior knowledge of your brand. Therefore a greater chance of recognizing and responding to your brand’s ads.
Remember, Facebook ads are paid per. view. It’s about grabbing every chance to show your value (both directly through sales and indirectly through product branding).
Particularly around major holidays, you might be surprised at the number of brands who run Facebook ads that add these relevant messages to their product images.
There are a bunch of marketing tools that allow you to add seasonal messages to your ad’s product images, which are aimed at enticing the viewer and increasing the chances of conversions.
Add discount pricing
You have, on average 1.7 seconds to get the user’s attention. The more visibility you can immediately create, the more likely you will succeed with your goal of increased conversions.
Giving a visual overview of the discount you are offering provides your viewer with an immediate idea of how much they are saving by clicking through to your product.
By including the discount percentages which a shopper was gaining by clicking on the ad, one client was able to increase Facebook conversions by 15% in a year.
Use Facebook Custom Labels
Custom labels are 5 optional, additional columns that can be added to your product catalog.
You can set them up from within your campaigns and group certain sets of products according to a huge range of criteria.
This is probably one of those cases where it’s easiest to explain with an example.
Facebook allows you to group your campaigns based on their pre-made product sets. This include factors like category, brand, price, gender, color, pattern, product type, etc.
But sometimes that’s just not what you want!
These additional columns could instead be based on profit margin (so you bid higher on those products providing the greatest ROAS) or perhaps seasonality (creating a Custom Label for summer or Halloween and adjusting bidding accordingly).
These label’s values can be anything of your choosing, numerical or text. They are a highly effective way of gaining more control over which products you are driving conversions through.
A/B Test your changes
The tips which have been outlined above have all proven to increase Facebook ad conversions time and time again. But if you don’t measure what you are changing, how will you know which of these alterations has had the greatest beneficial effect?
A/B Testing is the final building block of increasing conversions. Available in your Ads Manager Account, you can easily monitor your specific changes to your ad performance. You can see stats to optimize and improve your conversions.
Study ad campaign performance for a set period of time. This will help determine which variation performed the best (e.g: with or without optimized images), and then take actions accordingly.
Now it’s down to you
Improving ecommerce conversions through Facebook Ads can be a straightforward task. Equip yourself with the right tools for the job.
By narrowing the focus on the quality, consistency, and completeness of your product catalog, you can set the building blocks in place for creating engaging and high-performing ads that convert.
About the author
Ben Culpin is a content marketer for WakeupData, a data feed management company driven by its mission to help empower ecommerce businesses. He specializes in creating valuable, actionable content that will save online merchants time and money.