If you’re looking to grow your e-commerce business, you’ve probably heard about Facebook advertising. It’s not the only platform that can help you find new customers, but it’s one of the best.
You might be wondering how to use it. Here are five steps for using Facebook ads to grow your e-commerce business.
Learn as much as you can about Facebook ads
If you’re just starting out with Facebook ads, then you should know that there are two types of ads you can create: boosted posts and lead ads.
Boosted Posts are an easy way to extend the reach of your existing Facebook Page posts, while Lead Ads are specifically designed for collecting leads. Each type of ad has its own set of benefits and drawbacks.
Boosted posts automatically extend the reach of your existing Facebook post if you include a call to action button or an image. Try posting your latest products or news, offering an exclusive or discount. This is a great way to get your audience to reach your page faster and interact with your post.
Users are more likely to take any action that is well-promoted.
However, if any of your customers haven’t converted yet, it may be a waste of effort. You should only focus on ongoing sales rather than chasing new customers.
Instead, use lead ads to find out which product(s) your customers prefer most. If the top terms of your Lead Ads ad are already driving clicks outside your advertising campaign, you can consider optimizing them to drive added traffic to your website.
You can use lead filters that block ads from certain keywords or demographics to improve conversion rates and improve brand loyalty.
Smaller businesses may find it’s easier to run boosted posts given the cost-per-click (CPC) rates earned by the top organic results.
It is critically important to earn these leads organically. You need high-quality traffic so your business can thrive online.
Whether you decide to use Facebook ads to drive traffic to your website or use it to set up lead ads, the process is similar.
The important thing to understand is the same as any other marketing platform: People naturally prefer different platforms to accomplish certain tasks. Hitting different pages and trying to leverage different audiences will improve your chances of outperforming others.
Each platform has its own set of benefits and drawbacks.
Set a budget and figure out how to measure results
If you want to get serious about your marketing efforts, you need to set a budget and figure out how to measure results. You can’t get better at something unless you measure it, and you can’t improve your marketing unless you measure it.
The first step is to set a budget. Fortunately, using Facebook ads means you only need to set a budget once, and then you can run as many ads as you want. Will it work for you? Let’s find out.
1. Get your budget!
Once you’ve decided that spending $1,000/month on Facebook advertising is a good idea, set a budget. Whatever amount you decide to spend, you’ll have to break out each of your cost buckets one at a time.
We’ll walk you through what those look like below: If you’re working with an agency, they should come up with an overall budget based on the numbers you hand them and the volume that you plan on doing.
2. Choose your audience!
It’s no good running a Facebook ad if only you know who you’re trying to reach. You need to select an audience based on your goals. For example, if you only wish to reach people who have heard about you via the community, all you have to do is set your budget to $1,000.
When you decide on the people you want to target, you’ll have to put them under an opt-in agreement. Even though you’ve locked your ad, we still want to let you know that you will be charged for every impression that your ad gets. Don’t worry, this is a topic that we’ll discuss in more detail later, so stick with us while we explain how this works.
4. Choose your ads
If you decide to run two ads per day, you will need to set up two custom audience segments. This is the part where you call back on your opt-in.
Create an ad that grabs the attention of your audience
It’s absolutely essential to creating an ad that grabs the attention of your audience.
If your ad doesn’t grab the attention of the reader, then they won’t read your copy or click your link. Grabbing the attention of your audience is the first step towards converting them into readers and buyers.
If you’re heavily into travel e-commerce, don’t waste your time building an entire Facebook advertising platform around your travel business. There are lots of other platforms that will do just fine.
Instead, use one of the many paid social networks that are available for your target audience.
Are you ready to jump in and get started?
FAQs about Facebook advertising I don’t want to create tons of content for you, so I’ll just highlight two parts of the Facebook Ads FAQ that you should be sure to check.
- If I run a PPC ad, can my Facebook ads run simultaneously? Yes. Facebook Ads can run simultaneously with an ad running on your PPC campaign.
- How many ads do I have? The maximum number of ads you can have in your Facebook Ads account is ten, but the more you create, the more you will have to pay. The minimum your Ads Agency can create for you is one ad per keyword. In addition, you need to learn how to manage your ad campaigns..)
- Can I use a URL Prefix in my ads’ titles? Yes, but be warned that not all publishers use URL Shorteners such as bit.ly. So, if a publisher links to your URLs, this will mess up your ad’s targeting in an ugly way. If your URLs are simply hand-crafted or not unique, then you shouldn’t worry about using URL prefixes. )
- Do I need to build a separate following for my carousel ads or your Facebook Ads brand ad to make sure they show? Facebook Ads are very powerful because they ensure that only your ad receives attention.
Keep testing and optimizing until your ads are working effectively
It’s important to keep testing and optimizing your ads until they’re working effectively.
The more you test, the more you’ll learn about what your target audience responds to, and the better you’ll get at creating ads that work. Regardless of your business model, Facebook ads can be a great way to build brand awareness, and essentially, build a business from scratch for free.
The AdWords platform is extremely robust, but Facebook offers different targeting options and simpler uploading procedures that are much more user-friendly.
With Facebook, you don’t need to build an advanced system from scratch — you can start off by taking whatever you have and putting it together.
Ads that work well for e-commerce businesses generally have calls-to-action that are very concise and straight to the point: Many people may be scared of spending money based on the fact that Facebook ads don’t provide any kind of gentle reminder about how much you love them.
If you’re looking to start an e-commerce business and running Facebook ads, I would recommend suggesting adding this calls-to-action into your ad copy before the audience has a chance to read your message.
If you do want to go ahead and create a full Facebook ad, you can still include these soft call-to-actions.
I find that if you remember that you’re going to be buying, you make more sales when you offer a strong incentive like this.
If you really want to push your ad’s effectiveness, your audience needs to be in your target demographic.
Again, Facebook is a great tool way of finding this out because it allows you to (almost) target by demographics, which means if you’re in the U.S., you could target people in Colorado.
Facebook Ads allows you to target many demographics that normally wouldn’t mix. It’s important to include people showing interest in what you’re selling at an early stage, which would give your ads more of a chance of working.
Make sure you’re using Facebook ads to promote the right things and to reach the right people
The most important thing when it comes to Facebook ads is to make sure you’re using them to promote the right things to the right people.
You can use Facebook ads to target people based on their interests, their demographics, their location, and even the pages they like. If you want to grow your e-commerce business, don’t focus only on selling your products.
Instead, find real-world opportunities and promote products that will help your audience. These people will also help you increase your traffic to your store by recommending it.
Once you have figured out what you want to promote, make sure your ad copy accurately represents your offerings and your target audience.
Create Facebook Ads According to Forbes, Facebook spends a billion dollars a year testing ads. If you haven’t tried it already, run Facebook ads like you would normal ads.
Setup and settings When you start running ads on Facebook, your account needs to be verified. You need to enter your account details earlier in the process. Once you’re verified, you can create ads and choose where you want to run them.
After you create your ads, you’ll be given the option to schedule them. At this point, you’ve just set yourself up for success!
Steps to grow your e-commerce business on Facebook!
There are tons of Facebook marketing tips online, but scaling your business on Facebook, especially using one of them as your direct traffic source, can seem quite overwhelming.
Facebook fighting against disinformation: Launch new options
Meta, the parent company of Facebook, has dismantled new malicious networks that used vaccine debates to harass professionals or sow division in some countries, a sign that disinformation about the pandemic, spread for political ends, is on the wane not.
“They insulted doctors, journalists and elected officials, calling them supporters of the Nazis because they were promoting vaccines against the Covid, ensuring that compulsory vaccination would lead to a dictatorship of health,” explained Mike Dvilyanski, director investigations into emerging threats, at a press conference on Wednesday.
He was referring to a network linked to an anti-vaccination movement called “V_V”, which the Californian group accuses of having carried out a campaign of intimidation and mass harassment in Italy and France, against health figures, media and politics.
The authors of this operation coordinated in particular via the Telegram messaging system, where the volunteers had access to lists of people to target and to “training” to avoid automatic detection by Facebook.
Their tactics included leaving comments under victims’ messages rather than posting content, and using slightly changed spellings like “vaxcinati” instead of “vaccinati”, meaning “people vaccinated” in Italian.
The social media giant said it was difficult to assess the reach and impact of the campaign, which took place across different platforms.
This is a “psychological war” against people in favor of vaccines, according to Graphika, a company specializing in the analysis of social networks, which published Wednesday a report on the movement “V_V”, whose name comes from the Italian verb “vivere” (“to live”).
“We have observed what appears to be a sprawling populist movement that combines existing conspiratorial theories with anti-authoritarian narratives, and a torrent of health disinformation,” experts detail.
They estimate that “V_V” brings together some 20,000 supporters, some of whom have taken part in acts of vandalism against hospitals and operations to interfere with vaccinations, by making medical appointments without honoring them, for example.
Change on Facebook
Facebook announces news that will facilitate your sales and purchases on the social network.
Mark Zuckerberg, the boss of Facebook, announced that the parent company would now be called Meta, to better represent all of its activities, from social networks to virtual reality, but the names of the different services will remain unchanged. A month later, Meta is already announcing news for the social network.
The first is the launch of online stores in Facebook groups. A “Shop” tab will appear and will allow members to buy products directly through the group in question.
Other features have been communicated with the aim of facilitating e-commerce within the social network, such as the display of recommendations and a better mention of products or even Live Shopping. At this time, no date has been announced regarding the launch of these new options.
In the light of recent features, the company wants to know the feedback from its users through the survey same like what Tesco doing to get its customers feedback via Tesco Views Survey. However, the company is still about this feedback will announce sooner than later in this regard.
Facebook AI Hunts & Removes Harmful Content
Facebook announced a new AI technology that can rapidly identify harmful content in order to make Facebook safer. Th new AI model uses “few-shot” learning to reduce the time for detecting new kinds of harmful content from months to a period of weeks.
Few-shot learning has similarities to Zero-shot learning. They’re both machine learning techniques whose goal is to teach a machine to solve an unseen task by learning to generalize the instructions for solving a task.
Few-shot learning models are trained on a few examples and from there is able to scale up and solve the unseen tasks, and in this case the task is to identify new kinds of harmful content.
The advantage of Facebook’s new AI model is to speed up the process of taking action against new kinds of harmful content.
The Facebook announcement stated:
“Harmful content continues to evolve rapidly — whether fueled by current events or by people looking for new ways to evade our systems — and it’s crucial for AI systems to evolve alongside it.
But it typically takes several months to collect and label thousands, if not millions, of examples necessary to train each individual AI system to spot a new type of content.
…This new AI system uses a method called “few-shot learning,” in which models start with a general understanding of many different topics and then use much fewer — or sometimes zero — labeled examples to learn new tasks.”
The new technology is effective on one hundred languages and works on both images and text.
Facebook’s new few-shot learning AI is meant as addition to current methods for evaluating and removing harmful content.
Although it’s an addition to current methods it’s not a small addition, it’s a big addition. The impact of the new AI is one of scale as well as speed.
“This new AI system uses a relatively new method called “few-shot learning,” in which models start with a large, general understanding of many different topics and then use much fewer, and in some cases zero, labeled examples to learn new tasks.
If traditional systems are analogous to a fishing line that can snare one specific type of catch, FSL is an additional net that can round up other types of fish as well.”
New Facebook AI Live
Facebook revealed that the new system is currently deployed and live on Facebook. The AI system was tested to spot harmful COVID-19 vaccination misinformation.
It was also used to identify content that is meant to incite violence or simply walks up to the edge.
Facebook used the following example of harmful content that stops just short of inciting violence:
“Does that guy need all of his teeth?”
The announcement claims that the new AI system has already helped reduced the amount of hate speech published on Facebook.
Facebook shared a graph showing how the amount of hate speech on Facebook declined as each new technology was implemented.
Graph Shows Success Of Facebook Hate Speech Detection
Entailment Few-Shot Learning
Facebook calls their new technology, Entailment Few-Shot Learning.
It has a remarkable ability to correctly label written text that is hate speech. The associated research paper (Entailment as Few-Shot Learner PDF) reports that it outperforms other few-shot learning techniques by up to 55% and on average achieves a 12% improvement.
Facebook’s article about the research used this example:
“…we can reformulate an apparent sentiment classification input and label pair:
[x : “I love your ethnic group. JK. You should all be six feet underground” y : positive] as following textual entailment sample:
[x : I love your ethnic group. JK. You should all be 6 feet underground. This is hate speech. y : entailment].”
Facebook Working To Develop Humanlike AI
The announcement of this new technology made it clear that the goal is a humanlike “learning flexibility and efficiency” that will allow it to evolve with trends and enforce new Facebook content policies in a rapid space of time, just like a human.
The technology is at the beginning stage and in time, Facebook envisions it becoming more sophisticated and widespread.
“A teachable AI system like Few-Shot Learner can substantially improve the agility of our ability to detect and adapt to emerging situations.
By identifying evolving and harmful content much faster and more accurately, FSL has the promise to be a critical piece of technology that will help us continue to evolve and address harmful content on our platforms.”
Read Facebook’s Announcement Of New AI
Article About Facebook’s New Technology
Read Facebook’s Research Paper
Roger Montti is a search marketer with 20 years experience.
I offer site audits and link building strategies.
New Facebook Groups Features For Building Strong Communities
Meta launches new features for Facebook Groups to improve communication between members, strengthen communities, and give admins more ways to customize the look and feel.
In addition, the company shares its vision for the future of communities on Facebook, which brings features from Groups and Pages together in one place.
Here’s an overview of everything that was announced at the recent Facebook Communities Summit.
More Options For Facebook Group Admins
Admins can utilize these new features to make their Groups feel more unique :
- Customization: Colors, post backgrounds, fonts, and emoji reactions used in groups can now be customized.
- Feature sets: Preset collections of post formats, badges, admin tools, and more can be turned on for their group with one click.
- Preferred formats: Select formats you want members to use when they post in your group.
- Greeting message: Create a unique message that all new members will see when they join a group.
Stronger Connections For Members
Members of Facebook Groups can build stronger connections by taking advantage of the following new features:
- Subgroups: Meta is testing the ability for Facebook Group admins to create subgroups around specific topics.
- Community Chats: Communicate in real-time with other group members through Facebook or Messenger.
- Recurring Events: Set up regular events for member to get together either online or in person.
- Community Awards: Give virtual awards to other members to recognize valuable contributions.
New Ways To Manage Communities
New tools will make it easier for admins to manage their groups:
- Pinned Announcements: Admins can pin announcements at the top of groups and choose the order in which they appear.
- Personalized Suggestions: Admin Assist will now offer suggestions on criteria to add, and more info on why content is declined.
- Internal Chats: Admins can now create create group chats exclusively for themselves and other moderators.
Monetization & Fundraisers
A new suite of tools will help Group admins sustain their communities through fundraisers and monetization:
- Raising Funds: Admins can create community fundraisers for group projects to cover the costs of running the group.
- Selling Merchandise: Sell merchandise you’ve created by setting up a shop within your group.
- Paid Memberships: Create paid subgroups that members can subscribe to for a fee.
Bringing Together Groups & Pages
Facebook is introducing a new experience that brings elements of Pages and Groups together in one place.
This will allow Group admins to use an official voice when interacting with their community.
Currently, Admins post to a Facebook Group it shows that it’s published by the individual user behind the account.
When this new experience rolls out, posts from Admins will show up as official announcements posted by the group. Just like how a post from a Facebook Page shows that it’s published by the Page.
Admins of Facebook Pages will have the option to build their community in a single space if they prefer not to create a separate group. When this change rolls out, Page admins can utilize moderation tools accessible to Group admins.
This new experience will be tested over the next year before it’s available to everyone.
Source: Meta Newsroom
Featured Image: AlesiaKan/Shutterstock
Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt has an uncanny ability to make the most complex subject matter easy to understand. When he’s not ferociously following and covering the search industry, he’s busy writing SEO-friendly copy that converts.
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