Yes, Facebook ads for eCommerce sellers promise unprecedented reach for minimal cost - BUT getting your Facebook ads wrong can have dire consequences not only for your campaign but for your bank balance too.
So, let’s take a look at the mistakes many Facebook newbies make when campaigning to move buyers from Facebook ad to Buy-Box!
Don’t Bail Out Too Early!
Just like any other platform, Facebook Ads take time and skill – and a great deal of trial and error to work out how to reach a Facebook audience that will work for your product or brand.
Facebook Ads is a “plug and play” advertising platform, but you must earn you’re right to your share of the audience - and your competitors aren’t going to simply lie down and let you corner the market. It’s important that you are aware of what those competitors are doing with their own Facebook presence … and tailor yours accordingly.
Yes, you might have to spend to learn … but in the long-term that early investment will pay dividends.
Blanket Facebook Ads Don’t Work
It’s important to remember that Facebook ads constitute “interruption marketing.”
This means that your ad simply pops up unbidden in your target’s timeline. Too much of it can seriously damage that customer relationship.
That’s different from search marketing like Google ads, or permission marketing like email newsletters, where the target has either requested information to be sent to them, or at least given permission for it to be sent. It’s important to know the difference.
One of the most common mistakes I’ve seen made is to throw ads at audiences large-scale, with no idea who the target is.
Your Headline and Your Copy MATTER!
There’s a common misconception that if you get eyes on your product it’ll sell!
That’s nonsense. It’s like a shopkeeper saying that I just need to get a customer through the door, and I’m made! No – that’s only the first step. There’s still a selling job to be done, and your words, pictures and graphics have to do that job. So:
Be Specific: Who this ad is for? Be Concise: Can your customer easily see why they may want to keep paying attention to your ad? Be Unambiguous: Can the reader understand your headline? Be Attention-Grabbing: Show, don’t tell! Does your text sound like a chapter in a textbook or does it excite?
Create Facebook Lookalike Audiences
Did you know you can upload a spreadsheet to Facebook with your customer data, and create a powerful “lookalike audience” of people that have similar characteristics and run ads to them?
This works particularly well if you have a large database of customers with segmental data.
Send Traffic to Your Own Landing Page First
Why should you send your Facebook customers to your landing page rather than direct to Amazon, for instance?
Customer retention is crucial to any eCommerce business – and it’s one of the downsides of Amazon FBA, where you “give” your customer to Amazon and can only communicate with them through that platform. Sending them through your landing page gives you ownership of that customer for remarketing and cross-selling.
It may be that a lower percentage of people buy, but that’s not necessarily a bad thing, given the benefits of owning that customer data.
It’s important to invest in your Facebook ads skills now, and the beauty of the platform is that ad spend can be relatively low while you’re experimenting and learning the ropes.
A word from the author:
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