Nobody doubts the power of social media, and Facebook is a major player, with 1.13 billion daily active users on average for June 2016. For many people, Facebook is a way to communicate with their family, friends and acquaintances, others find it as a powerful vehicle for self-expression through original posts, texts, pictures and videos.
It sounds interesting for someone looking to advertise his e-commerce business. However, this is not the highest value it gives to us. The biggest potential that an advertiser will find in Facebook is the possibility to reach the specific target that he wants to reach. Traditionally, businesses had to advertise their products in radio, TV or newspaper, which usually did not achieve the best results from the investment. But now, with Internet characteristics, e-commerce businesses can target the specific group of people that they want to reach. You can create a free Facebook page for that and make it active and interesting. In this article, we are going to explain how to plan a Facebook advertising campaign.
Create your Facebook advertising plan
There are some basic decisions in every advertising plan that you need to make before taking any action. Here are some questions you should be able to answer before you get started:
- What are your objectives?
- To whom? Age? Sex? Location?
- What is the need that your product satisfies?
- How are you going to achieve your goals?
- How much do you want to invest in advertising?
- Are you going to offer a deal?
- Monitor the results
Some of them may seem obvious, but by writing them down and answering them carefully, you will find yourself much more conscious of your real news with the advertising campaign. Let’s take a look at each of them:
In addition to just selling products, you need to create your objectives. Notice that your objectives with advertising may be something different to sell products. You could just want to sell your Facebook page, if you want to get more subscribers. In other words, here you have to decide your objectives for the advertising campaign. There are a lot of strategies and the most direct ones are not always the best ones. I will explain from the least to the most direct strategy.
I want to get more followers: Having a good number of Facebook followers, can be very profitable in the long term, if they are the right people. Maybe your sales increase a lot in specific moments of the years, like summer or Christmas. If this is your case, you can create a campaign to get more followers, so you can show them your best deals when the right moment comes. This make sense if you are planning to release a deal or product interesting enough to create a word-of-mouth advertising campaign. This is the best option if people usually buy your product on impulse.
I want to get more prospects: In this case, you are interested in getting people who will likely purchase something from you. It is less general than the previous one, and in most cases more economically efficient. This is the best option if your product satisfies a need.
I want to sell more: Yes I know, I know, everyone does. But do you need to boost your sales right now? Is it not better to focus on getting more prospects? Look at your budget and see what you need now and what you will need in the future. This strategy is usually the best in intense sales moments like Christmas, Valentine’s Day, Mother’s Day, and so on.
How are you going to achieve your goals?
If you are just looking for followers, you may conduct a contest and try to boost the subscriptions that way. Another option, if appropriate to your business, is to post viral content, making you page fun to follow.
On the other hand if you are looking for prospects, you have to focus on the user needs. Explain to them how much they have an unmet need, how your product satisfies the need and how to get your product. This easy path is the base of copywriting.
If you want to boost sales, then let’s face it, the best option is to promote a deal. Words like “free” or “discount” are the best way to improve sales on the short term.
Who should see your ad?
In connection with the previous step, you have to answer this question. Facebook allows you to decide what kind of people see your adverts, from general characteristics like sex, age or location to other more specific ones like interests, education levels, etc. This is one of the strengths of Facebook advertising. Take advantage of it.
How much do you want to invest?
Facebook provides a nice flexibility about this. Beginning in just 5 €, you can set your budget daily or for the full campaign. If you opt for the last one, you will be able to decide what times you want the ads to appear, instead of appearing during the full day. For instance, it doesn’t make sense to advertise a book in the morning when people are about go to work. It is better to run the ad at night, when they have free time and are maybe thinking about reading something before going to sleep.
And now the last question of this step. Are you going to offer a deal? It is always a boost for all the strategies, but people could end up preferring to wait for your next deal, when you don’t have any, if you offer them too frequently.
Monitor your results
This is as important as planning. Once you have set your campaign, you need to learn from it. See what worked, what didn’t and if it was worthwhile.
Advertisement, and as emphasised here, Facebook advertisement is vital for generating targeted traffic for e-commerce businesses. However, that’s not enough for convincing your visitors.
To make most out of your ad spending, make sure that you offer attractive, competitive prices within your store. And to do that in a smart way, track your competitor prices automatically with Prisync now!
NOTE: You can now share your voice in our blog. Prisync Blog now accepts guest blog posts and you can see the guidelines here. If you are already writing on ecommerce, or thinking of it, just reach us out!