In today’s digital world, there are numerous ways to market an online shop. Social media platforms like Instagram and Facebook have made it incredibly easy to connect with potential customers and encourage them to purchase your products. However, despite the popularity of social media, it would be a shame to ignore the power of traditional marketing channels such as billboards, radio spots, and magazine articles. No matter what style of marketing you choose, there’s an app for that!
In this blog post, we’ll discuss how you can utilize Facebook Ads to effectively market your online shop. We’ll cover everything from how to set up Facebook Ads to the most vital aspects of a successful campaign: performance metrics and tracking.
The Power of Traditional Marketing Channels
Although social media has revolutionized the way we connect with each other, it would be a mistake to think that all marketing is limited to digital platforms. While it’s true that billboards, radio spots, and magazine articles can all be found online, there’s still plenty to be said for those who prefer to browse an online shop visually rather than listening to a radio ad.
If you run a traditional marketing channel, you can still benefit from the popularity of social media platforms. For example, if you run an AdWords campaign for a clothing store, you can use Facebook Ads to increase the likelihood of a consumer visiting your website by showing them relevant products. And since you know they’re already on Facebook, you can allow them to engage with your content using likes, shares, and other types of posts.
Choosing the Right Platform
When choosing which social media platform to use for your campaign, consider a variety of factors. First, you want to make sure that you have a presence on as many platforms as possible. Second, you want to make sure that the platform you choose is relevant to your target audience. Finally, you want to be confident that you can integrate with your existing marketing channels.
If you’re just getting started, focusing on one platform may be the simplest approach. You could start with a basic Facebook Ads account and gradually build up your presence on other platforms such as Instagram and Twitter. Once you have a decent amount of traffic on one platform, you can start to branch out to other platforms to see if they’re suitable for driving more traffic to your site.
Set Up Your Campaign On Facebook
To set up your Facebook Ads campaign, you’ll want to do the following:
- Create a custom audience based on your target audience.
- Choose a gender and age range for your audience.
- Choose your location
- Select relevant products to sell (e.g., clothes, accessories, etc.)
- Put a campaign goal in place – e.g., to increase website traffic by 20% within the next 30 days.
- Choose the type of people you want to reach (e.g., men age 21-45, living in Australia)
- Choose if you want to use demographic targeting (e.g., choose Australian living in a certain geographic area)
- Choose if you want to use Facebook’s Growth Engine features and gain access to more than 100 million customers. (this is recommended)
After you set up your account, you can access the Growth Engine Features from the “Campaigns” tab.
Facebook Ads is as easy to use as it is powerful. If you’ve never done digital marketing before, starting with Facebook Ads is the perfect way to get up and running quickly.
In the next section, we’ll discuss how to use Facebook Ads to market your online store.
How to Use Facebook Ads to Market Your Online Store
Now that you have a Facebook Ads account set up, it’s time to use it to market your online store. First, you need to determine the goal of your campaign. Does your goal align with increasing revenue or gaining customers?
If your goal is to increase website traffic, you may want to consider focusing on building organic traffic. There are several advantages to having organic traffic. First, you’re not paying to have people click on your ads. Second, with organic traffic, you know that the people discovering your content are actively seeking the information you provide. Third, you don’t have to worry about reaching too many people as there’s no seriously limited reach when it comes to organic traffic. Finally, you can use analytics tools to track the success of your campaign and determine what’s working and what isn’t.
Determine the type of content your target audience is interested in
The first step in utilizing Facebook Ads to market your online shop is to consider the type of content your target audience is interested in. This will determine the type of products you should be selling. In a nutshell, you want to align your ads with what your customers want. And since you know them better than anyone else, it’s the perfect opportunity to ask. You can start by creating content that is directly related to the products you sell. And if you have a unique selling point (USP), be sure to highlight it in your content.
For instance, if your target audience is interested in fashion accessories and you decide to run an ad focused on shoes, you can create content that is directly related to shoes (e.g., shoe styles, styles for women, etc.). Or if you decide to run an ad focused on men’s fashion, you can create content that is specifically geared towards men (e.g., best suits, shirts, etc.).
Once you have content that is relevant to the products you sell, it’s time to determine the next step. Are you deciding between a paid campaign or an organic campaign?
As we stated earlier, you don’t have to choose between paying to get people to click on your ads or doing it organically. You can run a paid campaign and still gain the benefits of an organic campaign.
If you decide to go the paid route, you can use a free tool like Google Adsense to easily set up your first campaign. Alternatively, you can use a tool like AdEscape to create ads that will seamlessly integrate with existing websites and improve engagement.
Determine the type of customer you’re aiming to reach
The second step in utilizing Facebook Ads to market your online store is to determine the type of customer you’re aiming to reach. It’s important to consider your target audience and create content that is specific to them. For example, if you’re trying to reach men age 21-45 who live in Australia, it might be a good idea to create content that is specifically geared towards that audience (e.g., blog posts, videos, etc.).
If you decide to run a paid campaign, consider focusing on a certain type of customer (e.g., men age 21-45 who live in Australia) in order to increase the likelihood of a conversion. When setting up your campaign, you can use the “Custom Audience” tool to choose a specific audience. Then, when you run your ads, you’ll see a variety of statistics relating to your audience. These include the number of people who have seen your ad and engaged with it (e.g., clicked on a link, view a video, etc.) along with the amount they’re likely to spend on your products.
Determine the type of product you’re selling
The third step in utilizing Facebook Ads to market your online store is to determine which products you’re selling. This includes whatever you’ve chosen to advertise (e.g., shoes, men’s fashion, etc.) as well as the items you’ve linked to in your bio (e.g., affiliate products, etc.).
When choosing which products to sell, you have two options. You can create a store within Facebook that is dedicated to showcasing your products (this is often referred to as a “shopify store”). Or you can create a Facebook page for a single product (this is often referred to as a “regular Facebook page”) and use pixel tracking software to track the performance of each individual product.
The advantage of creating a shop within Facebook is that you can easily integrate your online store with your Facebook page. This means you can continue to showcase your products while also attracting potential customers to your website. And if you decide to go the Shopify route, you don’t need to worry about putting in the extra work to create a Facebook page for each individual product.