Are you using Facebook ads in your ecomm business?  As the largest social media network, Facebook is where it’s at when it comes to advertising.  A whopping 40 million people, or 71% of UK adults, can be reached with adverts on the platform.

When you combine that with the number of users you can reach on Instagram and within Messenger, it makes sense that if you’re not using Facebook ads you’re probably leaving money on the table.

Here’s my 6 quick tips to help you to use Facebook ads for your business

Watch the video or read the blog, whichever is easier for you!  Both have the same information in them!

Facebook Ad Tips for Ecommerce

1. Test your advertising placements

Your ads can be shown across Facebooks network of placements, and you should certainly test this.  I’d recommend removing audience network as a placement initially and allowing your ads to feed out across all Facebook, Messenger and Instagram placements, including stories.

Even if you’re thinking that your audience is primarily on Instagram, you may be surprised to find that they actually buy from your ads in other placements.  

Not testing multiple placements in order to save on budget and only spend on your preferred platform could actually result in you spending more money!

2. Use story specific creative

With Facebook really pushing stories across all platforms, many marketers are finding stories to be converting really well right now.  And with cheaper costs than other placements.  

But in order for your ads to stand out for the right reasons, you should be using story specific creative.  

Notice the difference in these two ads… the ad on the left is automatically created for you.  The ad on the right has been created specifically for stories.

Read this for more tips to help you get started with story ads.

3. Take advantage of the Facebook pixel

If you’re not aware of what the Facebook pixel is and what it can do, then check out this article, and make it a priority to get it on there asap.

As well as tracking the behaviour of people visiting your website, the pixel allows you track the success of your campaigns.  But the biggest reason you want the pixel in place is so that you can target the right audience for your ads using custom and lookalike audiences.

4. Retarget your hottest leads

You’re driving traffic to your website, maybe they’re looking around and checking out your products.  They might be adding something to their cart, but they’re not buying… yet!  The best marketers retarget people who have spent time on their website but not yet become a customer.

You know the scenario, you’ve been checking out some shoes.  You love them but they’re just a little over priced and anyway where are you even going to wear them? They’re not practical for a trip to Tesco and you’ve not had a babysitter in months.  But now every time you go on Facebook they are stalking you…and you end up buying them after all.

Yep thats a retargeting ad! 

5. Use emojis in your ad copy

Social media users are emoji users and when trying to engage with your customers it’s always a good idea to talk in their language.  So it makes sense to incorporate emojis into your ad copy.  

Emojis can also help your ads stand out in the newsfeed, ensure your copy is easy to read and help improve your ads performance.

Using emojis can increase engagement by a whopping 48% and when your engagement increases on ads, they start to perform better.  Social Chain say that 44% of people are more likely to buy products that are advertised using emojis.

44% of people are more likely to buy products that are advertised using emojis.

Even with a few simple lines of copy, adding emojis makes a big difference.

6. Use video in your Facebook ads

No matter what you are selling video is worth testing in your ads.  Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.  So if your product is a considered purchase it makes sense to start their journey with video to bring them into your funnel.

When using video remember to optimise for placement to ensure you are using the right sized video.  Use captions and ensure the first 15 seconds are compelling enough to ensure people keep watching.

by Laura Moore

Laura is a Facebook marketing consultant specialising in Facebook and Instagram ads.  She works with businesses to help generate leads and increase sales.  To find out more about how Laura can help you click here