Learn the RIGHT way to set up profitable eCommerce Facebook ads

Are you an online retailer? Or are you a brand owner who also sells online?

If so – I have no doubt that social media advertising plays a big role in your online marketing.

So many business owners I speak to are struggling to get decent results with their Facebook ads, though.

They’re spending money only to get dismal (or no) sales through their website as a result.

And at this point, it’s easy to give up and assume that “Facebook ads don’t work for my kind of business”.

Well, sorry to bust your bubble on this.

Facebook ads represent an undeniable opportunity to grow your online sales.

With 1.39 billion users active on Facebook per MONTH, the largest number of ecommerce orders generated from advertising on any social media platform, and an average ROI (return on investment) of 152%, NOT advertising on the Facebook is a HUGE missed opportunity.

So how do you get it right then?

Learn my 5 steps to running profitable Facebook ad campaigns PLUS grab my free guide below

How to run killer eCommerce Facebook ads in 5 steps

1. Appeal to your tribe

The biggest issue with most eCommerce Facebook ads is that they are not showing to the right people.

The targeting is way off.

It’s pointless trying to create an ad that shows to a million different audiences at once. For starters, if you set it up like this you really have no way to identify which of those audiences is responding and which isn’t, which ends up costing you a lot more money.

The effectiveness will be also diluted, because you just can’t create an ad that is appealing to a wide audience – it needs to be much more specific than that.

The easiest way to target your ads effectively is by working out what your ideal customers are likely to be interested in. For example, think about other brands (not necessarily in the same product category) your customers might buy, or magazines they read in your industry.

For example, in my last business selling reusable and eco-friendly baby products, my ideal customers were also likely to be fans of associations like the Australian Breastfeeding Association, bloggers like Stay At Home Mum (who are all about being thrifty and economical with the household budget), natural parenting products like baby carrier brands, and eco-friendly product brands like Enjo.

Top Tip: Select these brands, media or other relevant interests as your ‘Detailed Interests’ targeting within your Ad Set:

Facebook Ad Audience Targeting

2. Warm up your audience first

Basically, you need to understand HOW your customers buy – that is, what is their purchase decision-making process?

Most eCommerce Facebook ads are too generic.

Have you ever seen a Facebook ad promoting a product that’s for sale, and it pretty much says ‘Check out our awesome product. Click here to buy it now.’

Not particularly engaging is it…

The first ad should not be a hard-sell – it should be educating your potential customers about your brand and product benefits.

And to do this successfully, you need to know what your customers actually want.

HINT: it’s not your product.

People don’t buy a drill, they buy a hole in the wall!

They key is – you need to communicate your product benefits with a short amount of text and some gorgeous images.

Top Tip: Use a Carousel or Collection ad format for this ad, like my clients Chloe & Amelie and T-Leaf Collections:

Facebook Collection ad example

Facebook ad examples

3. Retarget with an amazing offer

The next step in your customer’s buying journey AFTER learning about your product, is to buy it, right?

So the cool thing with FB ads is that you can actually re-target the people who clicked on the last ‘get to know you’ ad or visited your website, with a ‘buy now’ type ad.

That means you get to show an ad that has a special offer or invitation to come and buy your product JUST to the people who saw your first ad. Pretty cool, right?

And if you can get this set up correctly, your sales conversions from your Facebook ads will increase dramatically once you start getting them in front of a warm audience (ie people who actually know, like and trust you already)!

Top Tip: Use Dynamic Product Ads to retarget people who have viewed products on your website or added something to their cart. Like this:

Dynamic product retargeting ad example

DPA retargeting ad example

4. Monitor and measure

The most stressful part of running Facebook ad campaigns is often the amount of money you end up spending.

And so you really need to know how to work out whether you are getting worthwhile website traffic and sales from that ad spend.

Please note, that spending money on Facebook ads is NOT about building brand awareness!

I’ve spoken to far too many eCommerce business owners recently who have decided that their high ad costs are perfectly OK because it’s “good for brand awareness”.

Let me be clear – the metrics you should be judging your ad success on are SALES and ROAS (Return On Ad Spend).

You can find out the number of sales you’re getting from an ad by making sure you have your Facebook pixel installed on your website.

Then you can use the Facebook ads manager to report on how many sales have occurred from each ad you run and your return on ad spend.

Top Tip: Use an Excel spreadsheet to track and monitor your Facebook ad metrics on a weekly basis. You should aim for a 4x ROAS (ie for every $1 you spend on ads, you make $4 back in sales).

5. Don’t rely entirely on Facebook ads!

You can’t rely entirely on getting visitors onto your website in order to grow your sales.

Have a think about the percentage of your website visitors go on to become buyers?

Often it’s pretty small, as little as 2% for most ecommerce websites, which is pretty heartbreaking when you think about it!

Don’t make the mistake of assuming you have no control over these numbers, because you DO.

The key to increasing the number of customers who buy from you is to follow up with them and make them an offer they can’t refuse!

And the best way to achieve this is to have an enticing opt-in offer to attract them onto your email list, and then use email marketing to follow-up and convert them into buyers.

Putting it into practice

So I’ve just walked you through some of the strategy, but in practice setting up eCommerce Facebook ads can be a bit of a minefield… There’s always a lot of settings and options to choose from, which can become a bit overwhelming and confusing until you get the hang of it!

And not only that – getting your ad creative (your text and images) just right so they appeal to the right audience and “get the click” – is also a bit of a learned skill!

Download my free Facebook Ad guide for eCommerce businesses

How to run killer ecommerce Facebook ads