31 Jul 5 Ways To Drive More Ecommerce Sales Using Facebook Ads
1: Install Your Facebook Pixel
Before we dive into how to grow your ecommerce sales using Facebook ads, the first thing you need to do is install your Facebook pixel properly! You can find your unique pixel code by going to Facebook Business Manager, then go to “Pixels” located in the drop down menu at the top of the page, and select “Create a Pixel”.
Once your pixel is created, you need to copy and paste your unique code into the headers of your website(s). You can also install your pixel on landing pages and sales funnels such as Clickfunnels, Lead Pages, etc.
What Exactly Is The Facebook Pixel?
The Facebook Pixel is a simply a piece of code that will track your website visitor data once installed. It will be extremely valuable to you because when you start getting website views, add-to-carts, or purchases, your pixel will become “smarter” by learning about the people who are taking actions on your site.
The beauty of the Facebook pixel is that once your ecommerce store is getting good amount of traffic and your pixel is receiving a lot of “fires”, Facebook will begin to optimize your ads for you!
For example, let’s say you create an ad and it starts generating sales. Facebook intelligence will begin to recognize patterns of behaviour from your customers, and will put your ads in front of people who Facebook thinks are more likely to purchase!
The more action your website gets, the more the pixel will learn. The more Facebook Intelligence learns, the better your ads will perform.
How Can I Make Sure I Installed It Properly?
There is a fantastic tool called the “Facebook Pixel Helper” that you can download and use as an extension in the Chrome web browser for free.
Once installed, simply go to the page where you installed your pixel code, and click on the pixel helper icon to see if your Facebook pixel is showing up correctly.
If installed properly, you should see something like this:
Now that your pixel is set up and working correctly, let’s start creating effective Facebook ads to boost your ecommerce sales!
2: Start Using Conversion Ads
When creating your first Facebook ad, there’s are a ton of campaign objectives you can use.
If you are trying to leverage your pixel and Facebook’s intelligence as well as make sales, you should almost always choose the “Conversion” objective.
After naming your campaign, you will be able to optimize your ads for different conversion “Events” such as:
- View Content
- Add To Cart
- Initiate Checkout
- Complete Registration
- And more!
Basically you are telling Facebook “I want this ad to be optimized to get the most Purchases (or whichever Event you want)
When starting out with Conversion ads, or if your store doesn’t have many purchases yet, we highly recommend starting with “easy to get” events to help your pixel build up data! For example, when launching a new product, start by optimizing your ads for View Contents or Add To Cart’s.
You need over 20 pixel fires for Facebook intelligence to start kicking in! Make sure you are spending you budget wisely. Accumulating data for Facebook with easier-to-get events such as View Content or Add To Cart will help.
If you start off optimizing your ads for the Purchases event without doing VC or ATC, Facebook won’t be optimizing nearly as much. The more data you give Facebook, the better… And you can give them more data for less money by optimizing for VC & ATC first.
A good rule of thumb is to get 20+ View Contents, then get 20+ Add To Carts, and THEN go for Initiate Checkouts or Purchases. When you tell Facebook to start optimizing for purchases, it will already have a lot of data on who is clicking on the product and adding it to their carts.
The $5 Per Day Method
When using Conversion objective ads, Facebook needs ample time to gather data and effectively optimize your ads to get the best performance. We highly recommend starting your ads at a $5 per day budget always!
After creating your ad, give Facebook at LEAST 3 days to run and optimize your ads! This is why we start EVERY ad at $5 per day.
Facebook intelligence needs to learn. Let it do it’s thing for a little while. Why would you spend a huge chunk of your advertising budget while Facebook is still learning how to best serve your ad?
This is exactly why we run all ads at a $5/day budget for 3 days to start. Once the “FB intelligence learning” period is over, analyze your results. See which ads performed best.
Some might have tanked… And some may get great results! You will never know until you test and give Facebook a little time to optimize. Then test more. And then test even more!
Always Be Testing!
After 3 days with only $15 spent, you should have a solid understanding of which ads are ok to scale… and which ones you need to kill!
To Kill Or To Scale?
After 3 days, if your ad did not produce any decent results and got a very low amount of conversions, kill it. 3 days is enough time to make a logical, strategic decision.
Important Tip: Don’t stare at your ads all day. And don’t make emotional decisions! Use data. Reference the stats. And only tweak them when you NEED to. Editing/tweaking your ads too often can ruin a perfectly good ad!
If an ad is not profitable, but is getting a good amount of conversions, let it run for a more few days. Reference your stats and make a logical decision. Who knows, sometimes unprofitable ads can become winners, and sometimes winners can become losers…
Hopefully some of your ads will get great results!
If your ad is generating a good amount of conversions after 3 days, scale it. Increase the daily budget by 20%-50% per day.
For example, if your $5/day ad is profitable, scale it up to $7/day. If it continues to generate conversions and sales, continue to scale it up slow and steady! Go from $7 to $10, and then $10 to $15, etc.
Learning to use Conversion objective ads can be a little tricky at first, but if you approach it with strategy and discipline, you will find winning ads!
3: Create Custom Audiences & Custom Conversions
Inside of Facebook Business Manager, you can create “custom audiences” and “custom conversions”. It will look like this:
You can select how you want to create your custom audience. Some custom audiences that we use regularly to maximize ecommerce sales using Facebook ads:
- Email List Contacts
- Website Visitors Who Did NOT Purchase (Re-market to them!)
- Past Website Purchasers
- App Users
- People Who Engage With Your Facebook & Instagram Channels
By creating custom audiences of people who have already visited your website yet didn’t purchase or take action, you can re-market to them and follow up.
Setting up an ad for those who visited your site but did not purchase would look something like this:
Notice how we added our custom audiences of people who: Added something to their cart, visited our website, engaged on Instagram & Facebook, or who are on our email list. We also EXCLUDED people who Purchased in the past 15 days!
This will make sure our ad spend isn’t being wasted on those who already bought something. We want that ad spend to go towards following up with everyone that did NOT yet purchase.
More than 60% of people DO NOT buy the first time they are exposed to an offer!
Remember, it often takes 5-10 repeated attempts to get someone to buy!
Make sure you re-market to your specific custom audiences to get them to take action. Move them along the “buyer’s journey” by leveraging custom audience targeting.
An example of what we do for many of our clients is this:
We create a custom audience of people who took different actions but did not purchase. We then follow up with them offering a small coupon/discount to come back to our store to make the purchase!
Re-marketing to specific custom audiences is one of the most effective ways to get a very low CPC (cost per click) and an outstanding ROI. Often times we see our re-marketing campaigns have the highest ROI out of any campaigns by far.
4: Experiment With Lookalike Audiences
Once you have accumulated plenty of pixel fires (the more the better), you can try creating “Lookalike Audiences” or LLA’s.
What Is A Lookalike Audience?
Once you have enough data built up on your pixel, Facebook can take a custom audience and find new people who “look like” your current audience! This is Facebook Intelligence at it’s finest…
One strategy that can be very effective and profitable is creating LLA’s from a custom audience of Purchasers. Facebook will take your list of people that already purchased, analyze their demographics & behaviors, then find new people similar to your customers!
If you have a good amount of purchase conversions racked up, LLA’s can be very effective for finding tons of fresh customers!
Creating a LLA will look something like this inside Facebook:
Try creating different lookalike audience sizes and see which ones convert the best. We have found that often the 2.1M setting works very well. This is because this audience is smaller and finely targeted. Once you rack up more and more sales with the smaller audience sizes, try creating larger LLA’s. Test, test, test!
5: Run Facebook Dynamic Product Ads
Last but not least, if you want more sales for your ecommerce store, running Facebook’s Dynamic Product ads (DPA’s) can be a game changer.
Let’s say you come across an ad one day and click through to check out the product. You don’t feel like buying then, so you exit out. The next day, you open your computer and see an ad for the EXACT product you viewed yesterday! Whoa…
These ads are “Dynamic” because they show up different for everyone.
Imagine how good the results can be when people see ads for the exact products they already showed interest in? Plus if you give them a little discount code, the odds they will purchase increases.
In order to leverage Dynamic Product Ads, go to Business Manager and select “Product Catalogs”.
Upload and sync your store’s product feed to Facebook. This will give Facebook information on all your products so they can individually be advertised dynamically.
To create these types of ads, when choosing your campaign objective, choose “Product Catalog Sales”.
Facebook’s Dynamics Product Ads are super effective for re-marketing. This strategy is crucial in boosting your ecommerce sales using Facebook Ads! The ROI we have seen from DPA’s has been amazing.
We constantly leave DPA’s running with smaller daily budgets. This ensures people who haven’t purchased are being strategically followed up with.
Thanks For Reading!
We hope this info will be of great value and help make you more sales! If you have any questions or comments, please comment below and send us a message!
We absolutely love helping ecommerce business owners, so if you need anything, don’t hesitate to reach out.
Wishing you the most conversions, 😉