How to get started with Facebook Ads for eCommerce

21 November, 2018

The first steps with Facebook Ads for your eCommerce store can be challenging, therefore you will want to make sure you are following the best practices to give yourself the best chance to succeed.

Before we dive into the exact step-by-step process of launching your first campaigns, let’s debunk some common misconceptions that hold many business owners back from getting started with advertising on Facebook.

General misconceptions surrounding Facebook Ads

I don’t have a large budget!

We buy the latest iPhone, spend money on coaching and shop for pure hedonistic pleasure and that’s perfectly fine!

However, some business owners are reluctant to invest money into growing their business with Facebook Ads.

What happens if you hesitate to advertise?

Why not save your money and choose free publicity through blogging?

I thought so too until I started calculating.

Writing an average guest post requires 20 hrs. On average, that produces 100 subscribers. If my time is worth $10/h, I’m spending $2 per subscriber. Still, I’m risking that no one is interested.

Mary Fernandez, the self-proclaimed blogaholic, used Facebook advertising to grow her subscriber list. She won 532 subscribers in 43 days, after spending $227.05.

That’s $0.43 per subscriber. AND you can still write guest posts at the same time.

I don’t have a huge audience

Facebook has a huge potential reach and it will gladly serve your ads to any of its 1.65 billion users.

You just need to tell what sort of person you want to target.

You may be surprised to find that your market is in fact much broader than you first expected!

Facebook Ads are only for lower-funnel marketing strategies
Marketers usually direct much of their Facebook ads on retargeting, but as you consider all parts of the marketing funnel, Facebook campaigns work well with upper-funnel strategies, too.

Campaigns on Facebook also serves the purpose of brand awareness, as long as you focus your content on brand promotion and use ads as organic posts.

My business is more suitable for Google Ads

Your audience may be actively searching for your products on Google, which makes many business owners think that this is the only platform it makes sense for them to advertise on.

The only catch is that your competitors most likely think the same, which makes your Adwords clicks expensive!

Besides, in addition to people who actively search for your products, there is a significantly greater audience of people who are also in need of your products but have not yet got down to doing anything about it.

What if you could get an exposure to a much broader market AND reach them way earlier than they encounter any product of your competitors?

Using the right strategy, you can use Facebook ads to tap into audiences that your competitors have never thought existed AND generate sales at lower costs than on Adwords.

Facebook gives me a high CPM, so it’s expensive

CPM ( cost per mille ) is the cost per 1,000 impressions of your advert. A low CPM is better as you’ll get more distribution of your advert at a cheaper price.

Each time you place a Facebook ad it runs into an auction and the price depends on how many advertisers are bidding for the same audience and how much are they willing to pay.

It’s a common myth to think that the lower the CPM the better, but let’s see what a low CPM actually means.

Aiming for a low CPM means saying to Facebook “get me the cheapest possible ad views” which Facebook interprets as “find me the very cheapest views by serving ads to a waste audience which no one else wants”.

A quality audience is highly demanded because they’re clicking on ads and regularly buying things.

A high CPM means your audience quality is also high leading to better results. Keep CPM under control not worrying if it’s a bit higher than usual, that just means you’re reaching a quality audience.

The real metric you should be looking at is the Cost per Purchase and return on the ad spend. With the right strategy, you can achieve high returns on investment even if your CPM is high.

What you need to get started

Now that you know that Facebook is not that expensive (if you know what you’re doing) you need to know how to properly set-up the campaign objective. This will allow you to maximize your results on the platform.

Let’s choose your objective, so Ads can be aimed towards the right direction.

Your objective should be chosen by looking at the stage of the target audience and your expected result from your Ad.

Awareness, Consideration & Conversion are the 3 major objectives to run Ads.

1. Awareness: Create interest in your content or product
Awareness can be further sub-categorized into
– Brand awareness: Showcase your brand, so people know your product is the ideal solution to their problem.
– Reach: Find the right people to showcase your product, so you know they will take the desired action upon hearing your message

2. Consideration: Get your audience excited for more info about your brand

Consideration can be further sub-categorized into
– Traffic: Bring people into your funnel, so they can find the offers your business is offering them.
– Engagement: Engage with people who engage with your messages to show you are there to listen.
– App Installs: Let people know your App can convey the messages they will need for your business.
– Video views: Let people feel how your product works with a short video, so they can consider taking a decision with your product.
– Lead generation: Meet your potential customers, so you can make real transactions with them.
– Messages: Talk to prospects about their inquiries on your product.

3. Conversion: Make your audience to purchase your product or service

Conversion can be further   into
– Conversions: Let your Leads buy your product with your right offer.
– Catalog sales: Promote products from your product catalog for your e-commerce store
– Store visits: Get more visitors to your store to get more sales.

Confused?

If you are just starting up your business, then you should be focusing on awareness and reach.

If you are aiming for potential local customers to grow your physical sales, you should focus on conversions & store visits.

You can be specific about your goal, for example, app installs or the video views.

When you see your goal, start aiming & analyzing how to achieve them.

How to create a Facebook Ad account

Since you are able to discover your objective for creating a Facebook Ad for your business, let’s find out how to create a Facebook Ads account.

STEP 1: LOGIN TO YOUR FACEBOOK BUSINESS MANAGER ACCOUNT

Let’s go to your Business Manager account and click on Ads Account Settings.

STEP 2: CREATE NEW AD ACCOUNT

Note: once you add your Ad account to Facebook Business Manager, you can’t remove it, so it’s important only to add accounts you own. To access a client’s account, click Request Access instead.

From the Business Manager dashboard, click Add Ad Account, then Create Account.

Enter your account details, then click Create Ad Account.

STEP 3: ADD PEOPLE TO YOUR ACCOUNT

You will have to add users to your business manager account and a new user prior to being able to add them here.

From your Business Manager dashboard, click the gear icon (Business Settings) at the top of the page.
2. Choose People in the left-hand column. This will bring up a list of all the people who have access to your Facebook Business Manager.

Enter the business email addresses of team members you want to add. In this step, you are specifically adding individuals, rather than an agency or another business (you can do that in the next step).


Choose which pages you want each of your team members to work on. You can choose to assign each person as a Page admin, Page moderator, Page analyst, Page editor, or Page advertiser.

STEP 4: ADDING A PAYMENT METHOD

After creating a new account as a test, we will be adding the payment methods by clicking the “Add Payment Method” button.

To ensure your ads get favourable delivery, make sure you use your business credit card (not a personal card, not paypal or top-up cards), do not set up a spending limit and avoid running out of funds on your account.

Congratulations, you are ready to start advertising on Facebook.

How to set up your first ad

Now, you must be wondering ( How do I create my 1st Ad ). I am going to guide you through this process.

First, make sure you’ve chosen the Ads Manager tool from the top-left menu shown in the screenshot above. Then, click on the green “Create Ad” button in the top-right side of the page.

You’ll be guided through the entire campaign creation funnel (image below). All you have to do is select your preferred options and enter some ad details like images and copy.

Let me show you how to do it, step by step.

Step 1: Select Your Campaign Objective

The first selection you’re going to make is choosing your campaign objective.

Facebook will use the objective to determine the campaign’s ad formats, bidding options, and auto-optimization.

It is recommended to select the campaign objective that reflects on your end goal. Most of the time, it’s Conversions. However, if your campaign’s ultimate goal is to increase brand awareness, select the “Brand awareness” objective and so on.

Step 2: Give Your Ad Campaign a Name

When naming your Facebook ad campaign, don’t forget to add the date range so that it will be easier to navigate between your campaigns later.

Step 3: Set Up the Audience Targeting

In this phase of your campaign setup, you have two options:
– Create a new Facebook target audience
– Use a Saved Audience
You can also select Custom Audiences that you’ve previously created in the Audience Manager. (Note that you can’t create new Custom Audiences in the campaign creation phase. You need to create these first in the Audience Manager).

Setting up the right Facebook target audience is of paramount importance for the final results of your advertising.

Step 4: Set Up Your Ad Placement

Facebook ads appear in multiple places, including
– Facebook News Feeds (Mobile and Desktop)
– Facebook Right-Hand Column
– Instagram
– Audience Network
– Instant Articles
– In-Stream Video

In this phase of your campaign setup, you have two options: you can either select the Automatic Placement or configure your ad campaign so that your ads are only shown in some “real estates” of Facebook’s advertising network.

How to select your Facebook ad placements?

If you’re setting up your first campaign, we recommend that you use the Automatic Placements.

However, if you’re trying to get people to convert on your website and it’s difficult to navigate on mobile, remove Mobile Newsfeed, Instagram and Audience Network placements.

Here are the ad placements recommended by Facebook for every campaign objective:

– Brand awareness: Facebook and Instagram
– Engagement: Facebook and Instagram
– Video views: Facebook, Instagram and Audience Network
– App installs: Facebook, Instagram and Audience Network
– Traffic (for website clicks and app engagement): Facebook and Audience Network
– Product catalog sales: Facebook and Audience Network
– Conversions: Facebook and Audience Network

Step 5: Set Up Your Campaign Budget and Bidding

Your Facebook ad budget and bidding options are very important and should be decided properly.

Step 6: Set Up Your Facebook Ads

As the final step of your campaign setup process, you can select your preferred Facebook ad type and insert your ad images and copy.

You can either select an existing Facebook Page post or create new ads:

Ingredients for a delicious Facebook Ad

To attract your audience, you need to be careful about your Ad ingredients. Here are some ingredients:

Choose the right graphics following facebook standards

Let’s follow this basics checklist for crafting your graphics:

– Vibrant and engaging (but NOT annoying) colors with clean design elements
– References to the desired result
– Not more than 20% text
– Follow Facebook Terms of Service

Copywriting tailored to your audience

On each Ad, you only have 25 headline characters, 90 text characters and 200 news feed characters. These are not many characters, so you’re going to have to go right to the point.

In order to write great ad copies, we recommend using the following formula:

Headline: 1 action + 1 subject

Text: 1 “trigger or pain point” + 1 solution + 1 call-to-action

News Feed Description: 1 call-to-action plus + more detailed description of “trigger or pain point” + more detailed description of solution

Many Tests show CTA ads work better.

Decide where to run your Ad

There are three main places where Facebook ads can be run:

Facebook Fan Page
Four types of ads can be created from your Facebook Fan Page, including: Promote your call for action (the CTA button in your cover photo area), Promote your website, promote your page and invite friends.

Power Editor
Hardest to use, but also the most powerful Facebook ad editor. Power editor should be used if:

You want to run ads on ” unpublished ” posts (those not published on your timeline), often called ” dark ” posts.
You want to run ads on ” unpublished ” posts (those not published on your timeline), often called ” dark ” posts.
You want to upload or edit a bulk
You want to use very specific targeting online and offline
Ads Manager
A vast majority of all Facebook ads are created using the Ads Manager. The Ads Manager combines the ease and functionality of on-page promotions with the power of the Power Editor while making their use much easier.

Choose the right Audience
Unless you put it before the right audience, the ad will fail in a spectacular way.

The conversion page
Great landing pages convert from 20% to 70% or more, while poor ones convert from 0% to 20% or so.

Let’s make sure your conversion page is able to nail the offer to the audience.

The Results

You only should use them if the value is higher than the cost. We can tell you what we are doing and how we are doing it, but ultimately it is up to you to decide what your philosophy is, your risk tolerance and your publicity strategy.

Conclusion

Facebook Ad is a big step for every eCommerce business as it can take your revenue through the roof… if done right.

Fact: creating an Ad following the standard specifications isn’t difficult but making sure they converting and constantly optimised is not an easy task.

If you are like us and prefer to save money on trial and error by working with a marketing partner to manage of your ads, you can book your DISCOVERY CALL with one of our strategists here: //salesgenomics.co.uk/booking-page/

References:
//adespresso.com/blog/7-facebook-advertising-myths-debunked/
//www.jeffbullas.com/5-facebook-ad-myths-killing-profits/
//strikesocial.com/blog/myths-about-facebook-advertising/
//searchenginewatch.com/2018/01/26/how-to-get-started-with-facebook-advertising-a-step-by-step-guide/
//digitalshiftmedia.com/create-facebook-ad-account/
//adespresso.com/guides/facebook-ads-beginner/facebook-manager-campaign-setup/
//blog.hootsuite.com/facebook-business-manager-guide/
//kimgarst.com/the-facebook-ads-recipe-7-ingredients 

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Matt Panek, Lead Strategist