Looking to drive more traffic for your e-commerce business?
The correct Facebook ad strategy can help you increase brand awareness and reach the right audience. Below is a Facebook ad strategy you can copy to drive more awareness for your brand and products.
Facebook Brand Awareness: How It Works
In the past Facebook advertisers could count on putting 1 dollar in and getting 3 dollars out and accurately tracking the results of this Facebook campaign.
Today with changes to Facebook tracking it is becoming harder to determine if the 3 dollars coming out was the result of your Facebook advertising campaign or another marketing campaign.
The Facebook ad strategy described in this post focuses on driving a large volume of traffic to the site, knowing your conversion rates, and optimizing your funnel over time.
This is a proven strategy to overcome Facebook's lack of data on your conversion rates.
Determining The Success Of Any Campaign
The three metrics any owner should be tracking to run a successful business are.
Visitors X AOV X Conversion Rate = Revenue
If you haven't read my post on the 3 KPIs to run your business, you can dive into that to learn more.
We will use these metrics to determine the success of our Facebook ad strategy.
Setting Up Your Facebook Carousel Ads
Here are the 3 steps to setting up your brand awareness carousel ad.
Choose the products for your carousel ad
Set up your campaign objective
Add your Facebook ad copy.
Choose Facebook Carousel Ad Collection
When creating your Facebook carousel ad, keep these points in mind...
The products selected should come from a wide range of products to show the greatest array of products to your new customer.
Send these new visitors to a collection page. For example, you have two collections, and it makes sense to show these products in the same carousel ad. Send visitors to collection A when a product from collection A is selected and collection B when product B is selected.
The goal is not to get a sale from this Facebook ad, but to garner interest and visitors. These visitors will impact the first of our 3 KPIs.
When creating your Facebook carousel ad you have 2 options.
The first option is to have a collection of products that you manually choose. You can create this ad directly in the Facebook ads manager.
The second option is to create a collection of your products in the commerce manager. If you do this you can set up your Facebook ads to dynamically show your products based on user interest allowing for a more varied experience.
To use these products you would select catalogue within the Facebook ads manager.
We will be using DABA later in the funnel to provide a more customized and personal experience to our engaged visitors.
Setting Up Your Facebook Ad Campaign Objective
For your Facebook campaign objective, you will want to choose the traffic objective.
This will allow you to reach the greatest number of people in the shortest amount of time.
Create Copy For Your Carousel Ads
Your ad copy should be simple. Keep it under 125 characters if possible, so that your message doesn’t get lost in the clutter of other ads.
Explain your USP in the copy. Differentiate your products from competitors.
For more on developing the right messaging to use in your Facebook ads, you can read my 4-step process for developing your Facebook image ads.
DABA (Dynamic Ads For Broad Audiences)
If your visitors made it to your site but did not add to cart. Show a dynamic selection of products from that collection.
Anyone who is seeing this Facebook ad campaign should be excluded from abandon cart retargeting.
Setting Up Your Facebook Retargeting Campaign
For anyone who has added a specific product to cart we want to set up retargeting to bring those users back.
When a Facebook user adds a product to cart. We want to exclude them from seeing our DABA ads this way their newsfeed isn't flooded with our Facebook ads.
After 7 days if they have not purchased we will add them back into the DABA campaign to show them other products.
To target your Abandon Cart users you can create a custom audience of all the people who have visited your site and added to cart.
Tracking The Results Of Your Facebook Brand Awareness Campaign.
The goal of this Facebook ad strategy is to drive additional traffic to your site. We seek to offset the cost of this traffic by retargeting with DABA and Abandon Cart Ads.
As you optimize this Facebook ad strategy. Feel free to dive into your Google Analytics to see how your AOV and conversion rate has been impacted by the incoming traffic.
You should already have set up your Abandon Cart Email / SMS campaigns. Any visitors from your Facebook ads can join your normal Abandon Cart follow-up process.
All things being equal if you are seeing an increase in revenue, AOV is the same and only a slightly lower CR because of the new traffic coming to your site. Consider scaling the Facebook ad strategy.
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