No matter what time of year it is, pay-per-click promotion will remain an unrivalled sales tool. Why? Because it’s flexible, fast, adjustable and effective. So by promoting with Facebook Ads, you’ll get the ROI you want in an easy to track way.
This tool has by far the widest reach of any social media platform and because of the remarkable complexity of targeting possibilities, you’ll be able to tailor your campaigns and ads to reach the most relevant people.
But there is the question of how it works. What exactly do you need to do for your marketing efforts to generate the expected result? Well, in the lines below we will analyze 5 strategies that ecommerce businesses should use for Facebook Ads.
1. Gives added value!
If you thought originality was one of the most important elements of effective PPC advertising, you were right – but the concept of originality is questionable. In practice, originality is not about developing everything from scratch, but about adding to what already exists.
As a result, the smartest way to proceed is to take inspiration from what your competitors are doing. If you know that a competitor is opting to promote reviews while investing in Facebook ads, there’s a chance that their tactics will work.
2. Direct users to useful and informative content
Invest time and effort in content marketing! Delivering original and quality content is an essential part of brand visibility as it denotes professionalism and expertise in the field. Even if your instinct is to stick to product promotion, it’s not the only way.
Some users simply won’t purchase if all you offer them are ads. They need the personal side of the business, useful information, customer reviews of products, etc. Once they get to the content, you’ll be able to push them towards conversion in a much more natural way.
3. Quality images, a must-have
Instagram has been owned by Facebook since 2012, there’s a pretty interesting connection between the two networks, which even includes online promotion (running ads on Instagram requires a Facebook page). So when you run a campaign on Facebook, you also have the option to extend your ads to the Instagram platform.
That said, even if you think that images for Facebook ads don’t matter that much, for Instagram, professional visuals are necessary. Many advertisers use royalty-free, low-quality images. Instead, we recommend investing in quality photos and videos. The results will justify it.
4. It highlights customer-generated content
Online advertising annoys some people because they don’t want to hear what brands have to say about themselves. They assume that the benefits of the products are presented in an exaggerated way. So what can you do to avoid skepticism (or even cynicism)?
One of the best options is to focus on customer-generated content, which includes everything from customer reviews of your products to photos that customers have taken of your products. This technique presents the products and the business in a convincing way: it is much easier to believe the praises of other buyers than to trust the praises of the seller.
5. How about chatbots?
Chatbots have quickly moved from the category of trends to practical tools, especially in e-commerce, where the ability to quickly and effortlessly answer customer questions is absolutely essential. By implementing a chatbot through Facebook Messenger, you can offer the online store a 24/24 support service.
When it comes to PPC, the trick is to add the click-to-Messenger button: instead of promoting your products or content, you’ll be driving interactions through messaging. Someone who will not click on the ad with the product or on the articles, could contact you to get answers to some relevant questions.
Final thoughts
Each of these Facebook PPC strategies brings something different. You can use them all or simply test a few of them – whichever you choose, you should notice some results over time. Need more ideas or tips about Facebook Ads? Do not hesitate to contact us!
