#ads strategy

With 1.39 billion monthly active users, the highest number of e-commerce orders coming from social media and a typical return on investment of Facebook ads at 152%, without ads on the platform, is a missed opportunity.

If you don't know how to get started with Facebook advertising, read on.

Here are some of the strategies I use to help online retailers increase traffic and conversions.

1. Use Dynamic Product ads & Use Multi-Product Ads

Dynamic product ads can be the highest ROI strategy eCommerce sites can use - a chance to bring back hesitant customers by showing them personalized ads based on their activity on your site.

You've probably seen big sites like Amazon.com retarget you on Facebook with offers for the exact products you've recently visited.

But did you know you can remarket on Facebook like Amazon?

Amazon Dynamic Product Ad Templates With dynamic product ad templates, you don't have to create ads for every product in your catalog. Instead, the models will pull images, product names, prices, and other information from your product catalog, based on the product detail you upload to Facebook. So if you have hundreds or thousands of products, this could be a great solution for you.

With dynamic ads, you can show single or multiple product ads to customers who have visited your site based on the products they viewed, added to the cart, or even purchased.

Facebook’s Multi-product ads have the ability to show multiple products in a single ad.

Facebook-Multi-Product-Ad Multi-Product Ads can offer your customers more options to choose from. They can help you increase conversions. The more relevant products a customer sees, the more likely they are to buy. You can also use them to show different benefits of the same product.

2. Install Conversion Tracking Pixel

A conversion tracking pixel is one snippet code that tracks your customers' behavior on the site. But he does much more than that.

In addition to tracking customer behavior and conversions, Facebook can use data from conversion pixels to optimize your campaigns and create a lookalike audience to target your ads.

By placing a conversion tracking pixel on your checkout page, you'll be able to track actions (like sales, etc.) made by internet users after clicking on your ad and measure your return on investment.

But for the best results, I recommend installing the pixel well before running your first campaign.

This way, you'll give Facebook time to learn about the types of people who are converting to customers on your site, even when they come from other marketing channels. If Facebook hasn't tracked any conversions on your site yet, it will have a hard time optimizing your campaign for conversions.

3. Run General Retargeting Campaigns

72% of online shoppers abandon their shopping carts on average without completing a purchase.

Without retargeting, only 8% of them will come back to buy.

However, with retargeting, the average site can bring back 26% of abandonments to complete a purchase.

According to Wishpond, the source of the above data, 70% of web visitors retargeted with display ads are more likely to convert on your site.

And the average CTR of retargeted ads is 10 times that of standard display ads.

It goes without saying that not retargeting your visitors is costing you conversions and sales.

4. Find New Customers with Lookalike Audiences

Facebook-Lookalike - Facebook can help you find new customers based on the characteristics of your old customers.

Lookalike audiences allow you to advertise to people who are similar to your existing customers and who may also be interested in your products.

I've found that lookalike audiences are generally one of the top-performing target groups for most of my clients.

To create a Lookalike Audience, you need a Custom Audience to base it on. You can also create it from your Facebook fans or data from the conversion tracking pixel.

Lookalike audiences will use Facebook's algorithms to find people with similar demographics and interests to your customers.

Of course, you can also use Facebook's other interests and demographic targeting options to find relevant new customers.

5. Use Ads to Communicate Your Brand Story

Whatever its commercial appeal, Facebook is above all a social platform. Most people are there to connect rather than shopping.

It gives you the opportunity to connect and build relationships with prospects and future customers.

And you can do that by using ads to communicate your brand's story.

As this study from Facebook and Adaptly showed, creating an ad sequence that conveys your key brand's message instead of selling improves overall conversion rates. In a sample study, the difference in conversions between standard and ad sequence was 87%.

Likewise, you can use a video to tell your brand's story.

6. Strengthen Existing Customer Relationships with Custom Audiences

Custom Audiences is a powerful tool that allows you to build a unique list of people you want to target with ads based on a list of your customers' emails, Facebook IDs, or phone numbers. It’s a great way to strengthen customer relationships:

Encourage existing customers to become Facebook fans

Custom Audiences allow you to reach out to existing customers and try to convert them into Facebook fans.

Simply upload your customer list to the Custom Audience Tool and target them with relevant page ads. (Make sure to exclude current fans from your campaigns.)

Target your best customers with relevant offers and promotions

Another idea is to create a personalized audience of former customers and newsletter subscribers and target them with relevant offers or discounts to reward their loyalty.

Reward Your Store Evangelists

Every brand has people who are dedicated to it. They share with others.

Identify them and reward them with exclusive offers or a chance to be the first to buy items from a new line.

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