Passivity isn’t something that the typical online retailer can afford. If you sit back and expect the shoppers to roll in (as they might for a well-placed brick-and-mortar store), you’ll be sorely disappointed: while there is a virtual equivalent of footfall to be earned in the form of organic traffic, search rankings aren’t static, and an inconvenient Google update can sink you.
This is why pay-per-click advertising remains an invaluable sales tool. It’s flexible, rapidly adjustable (you can create, pause, resume or delete a PPC campaign at your leisure), and consistently effective if handled correctly — this includes choosing an approach that suits your specific needs. You’ll achieve solid ROI that’s easy to track, and have a fantastic platform for refining your efforts to do even better in the future.
And while you can advertise through Google, Twitter, or even Amazon, your main focus should be Facebook. It has by far the biggest reach of any social advertising platform, and with the remarkable complexity of its targeting options, you can keenly tailor your campaigns and ads to reach only the most relevant people.
So how should you use it correctly? Well, in this piece, we’re going to look at 6 strategies that all ecommerce brands should be using for Facebook Ads. Let’s begin:
Improve upon competitor ads
If you think originality is one of the most important elements of running good PPC ads, you’re right — but your concept of originality might be somewhat questionable. In practice, originality isn’t about developing everything from scratch to be distinct. It’s about building on what’s gone before: taking established ingredients and putting your own spin on them.
Accordingly, the smartest way to proceed often involves taking inspiration from what your direct rivals are doing. If you know that a competitor is thriving, and you can see that it’s investing heavily in Facebook ads, then there’s a solid chance that its tactics are working. Something you should absolutely try is iterating upon their methods. Do what they’re doing, but with a fresh tweak to make yours stand out — see how it pans out.
Direct people to your content
Have you put a fair amount of time into content marketing? If you haven’t, then that’s something else you need to rectify. Providing high-value original content is a key part of building a great modern brand, as it shows professionalism and expertise and brings in valuable traffic. Your instinct might be to stick to promoting your products, but that isn’t the only way to go.
Some people just won’t buy products through ads, but they might click on ads that offer interesting content. Once they reach your content, of course, you’ll be able to push them towards converting in a much more subtle way. It’s all about understanding the marketing funnel enough to apply pressure at the most opportune times.
Invest in excellent visuals
Because Instagram has been owned by Facebook since 2012, there’s rich connectivity between the two that even encompasses advertising — in fact, running Instagram ads requires the use of a linked Facebook page, and provides all the same options. And when you run a Facebook Ads campaign, you don’t just get the option of extending your ads to Instagram: it’s enabled by default provided you choose a compatible campaign objective.
So even if you’re under the impression that the visuals for Facebook ads don’t matter so much (they do), it’s tough to contend that it’s not worth making an effort for Instagram. Plenty of marketers budget heavily for volume but use low-quality stock images. Instead of doing that, invest in superb product photos and videos. The results will justify it.
Use multi-product ads
Multi-product ads do exactly what the name suggests: they display multiple products alongside one another (though you can also use a multi-product ad to display multiple tiles about a single product). For the cost of one ad placement, you can get eyes on several items, making it very economical if you’re trying to budget more carefully.
Is it a good idea in all situations? No, certainly not — but if you have several items in a range that you recommend buying together, or you want to show off the options for a particular category (proving that your store offers a lot of choices), then it’s tremendously useful.
Highlight positive UGC
Advertising annoys some people because they don’t want to hear what brands have to say about themselves. They assume that claims will be wildly exaggerated and products will be presented as far better than they really are — and it’s tough to blame them. So what can you do to bypass that skepticism (or even cynicism)?
One of the best options is to focus on UGC, or user-generated content, which encompasses everything from customer reviews of your products to photos customers have taken of your products in real-world use. Carefully-selected UGC paints your products (and your brand) in a positive light in a convincing way: it’s much easier to believe praise from a fellow shopper than it is to believe praise that a seller is giving itself.
Promote sales chatbots
Chatbots have rapidly gone from simple novelties to practical tools, particularly in ecommerce where being able to quickly and effortlessly answer customer queries (at great scale, no less) is absolutely essential for making sales and retaining interest. By implementing a chatbot through Facebook Messenger, you can give your store a support service that almost any customer can access (considering the incredible reach of Facebook).
When it comes to PPC, then, the trick is to use click-to-Messenger ads: instead of marketing your products, content, or UGC, they market your chatbot (or chatbots). That way, you can write copy explaining the value of your chatbot service and provide a direct link for the reader to start a conversation. Someone who won’t click for a product or because of UGC might click for an opportunity to get some relevant questions answered, so it covers another base.
Each of these Facebook PPC strategies brings something different to the table. You can use all of them, or just attempt a few of them — regardless, you should be able to meaningfully boost your performance in the process.
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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