Nowadays, Facebook isn’t simply a “status updater” type of social media (or platform in general). Businesses have used social media, especially Facebook, to identify, target, and connect with potential customers and other entities that may help their businesses flourish. This includes online shop owners who are looking for people who would want to visit their online shop and try buying from them.
In fact, Facebook is highly-effective for connecting with audiences. Several statistics have shown how massive Facebook’s user count with regards to several factors such as monthly activeness, daily activeness, etc. This only shows that Facebook is just too big of an audience potpourri to ignore.
A noteworthy feature of Facebook that businesses are harnessing these days is Facebook Ads. This allows businesses to drive posts tailored to a specific action towards the News Feeds of their potential customers. It is a highly-vital method especially when trying to get your name known throughout your niche’s sphere.
But how can online stores use this feature to the best of its capabilities? Let’s take a look at 4 powerful strategies that can help online stores greatly.
Install Facebook Pixel
According to Shopify’s guide, Facebook Pixel is “a snippet of code you place on your store that allows you to track and target visitors to your shop’s website. It allows you to create different audiences based on specific actions of your site’s visitors.” Essentially, it collects activity-based data of customers which you can use depending on what data you need for your ads.
This tip is actually a little more complex for a few paragraphs in terms of how to use it, but in essence, it’s the first step to fully customizing your ads if you’re looking to doing ads based on how your audience moved within your online store. More on this will be explained in the next point.
Aaron Zakowski recommends installing the Pixel long before running your first campaign. He points out that, this way, “you’ll give Facebook time to learn the types of people who are converting into customers on your site even when they come from other marketing channels. If Facebook hasn’t tracked any conversion on your site yet, they’re going to have trouble optimizing your campaign for conversions.”
Set your target on specific audiences based on visits
Believe it or not but you can get a very different type of audience based on their visits to your online store. If you aren’t familiar with custom audience, it’s a feature in the Facebook Ads Manager that, among others, allows you to create and target an audience profile depending on what their connection is to your business. They can range from existing customers who have interacted with your business, or those that haven’t but match the general profiling of someone who would be interested in your business based from your existing ones.
There are three ways you can go about this: people who have visited your online store, people who haven’t visited in a while, and people who have never visited but are more than likely to be interested if they hear of your online store. Facebook allows for this sort of function via the “Website Traffic” option and Facebook Pixel (which we touched on at the previous point).
Here’s how it works: When you install Facebook Pixel into your online store, it captures who has visited your website before. This information is integrated to the Ads Manager when you select any option in “Website Traffic” that sets the target to anyone who has visited your website or hasn’t visited in a while. It also uses the common denominators between your existing customers in order to make a “lookalike audience” should you choose to have an audience that has never visited your customers before but might be interested in it based on their Interests and other deciding factors.
Be highly-specific with audience profiles
There are two types of targeting when it comes to using categories or Interests in ads: Broad Category Targeting and Precise Interest Targeting. However, you’ll want to avoid having broad targeting. Despite seeming like an efficient way to reach a large audience, it actually costs you more to reach them all, plus they are less targeted.
With Precise Interest targeting, you are basically targeting users based on the information they have on their profile – their “listed likes and Interests, the Pages they like, apps they use, and other profile (timeline) content they’ve provided” as described by Facebook. However, it can be hard to choose the right ones, especially if you have a broad set of interests that are concerned with your online store.
The key here is focusing on specific interests. This may need some effort as you’ll have to research everything that you can about your targets: what magazines and blogs they read, who they follow on Twitter, and what products are they most likely to be interested with.
To understand the impact of this further, let’s put into a perspective. Imagine that you are selling clothes online, and you’re creating an ad about a line of Marvel shirts. Instead of just targeting the interest “Marvel”, you’ll want to include interests/liked Pages such as the different characters (Wolverine, Deadpool, the Avengers, Spiderman, Guardians of the Galaxy, the Punisher, etc.), their actors (Hugh Jackman, Ryan Reynolds, Chris Evans, Robert Downey Jr., etc.), the movies’ Pages, and everything else in between. You can even target the comic series itself and branch out from there.
Or supposed that you’re on a more “style” approach rather than a theme. If you’re trying to advertise bohemian-inspired clothes, target all the related Interests and Pages, even including competitor brands that sell the same style that you do.
An advanced tip from Kissmetrics: “Use Facebook Connect as a sign up option on your site. When users connect via Facebook, you’ll be able to analyze their interests. Index these interests against the number of fans of their respective Facebook Pages. You’ll be left with your high-affinity interests. Using this method, we created a target group that has been our best performer (out of hundreds of test groups) for nearly a year.”
Run retargeting campaigns
Statistics tell us that 72% of online shoppers (on average) abandon their carts without completing their purchases. If not retargeted, only 8% come back to finish their purchases. Most online stores resort to email marketing in order to bring them back, but even Facebook can now be used to retarget customers.
According to Wishpond, 70% if web visitors who are retargeted with display ads are more likely to convert on your website. The average site can bring back 26% of abandoners to complete a purchase when retargeted, and the average CTR of retargeted ads is 10x higher than standard display ads.
Using the Power Editor, you can run retargeting campaigns and target your visitors with general offers, coupons, single and multi-product ads, and more. Think of it as migrating your standard newsletter into Facebook Ads, which has a higher (and earlier) chance of being seen. It’s high-time you do so for your online store, as not retargeting your visitors can cost you big amounts of potential conversions and sales.
Facebook is not only a platform for users to update their ongoings for their friends or fans. It is now one of the most powerful tools for businesses in this age. And knowing how to utilize it best for your online store is guaranteed to give you a jumpstart on conversions for your website and more sales for your business.
Dana Kim is a former business consultant turned into an online marketer. She has worked with several industries such retail, hospitality and fitness companies which helped her to gain knowledge and experience in these fields. With six years’ experience as an online marketer, she has been helping several start-up clothing companies to establish their brands, getting them closer to their desired goals and success.