The Best Facebook Ad Types and Targeting Options for Driving Sales

By Annie Green in Direct Marketing, Social Media on June 15th, 2017

Social Media, Advertising, Facebook, ads

Recent studies confirm digital media spending has soared to new heights, with social media showing no signs of slowing.  

At a rapid rate, companies are realizing that the golden age of organic reach is over and paid social is imperative for driving sales and revenue.

This is especially true for retail and e-commerce sites which must be a step ahead as they face unique challenges spurred by the innovative industry.

Pinpoint Your Targets

Paid social campaigns offer e-commerce companies the ability to reach buyers at a very specific point in their journey, from consideration to purchase – to retention.

Facebook allows you to segment your audience based on a wide range of demographic factors, interest levels and behaviors. You are also able to engage users who expressed interest in your Facebook page, or a particular piece of your content.  

Lookalike audiences can be generated from your email or mailing lists and are ‘matched’ to your best, highest-valued customers.  While this is a great way to prospect new buyers, it is important to continually test various audiences in order to determine which segment drives the best results for you.  

Retarget Lost Buyers

Retargeting campaigns are among the most influential factors in social advertising that drive sales. Remarkably, 72 percent of shoppers abandon carts after selecting products at your e-commerce site. These are people you've attracted initially and inspired to move toward a purchase.

People leave carts for many reasons, including hesitation about spending money or uncertainty about commitment to a product. Retargeting, which means delivering ads to people who have been on your properties, has shown tremendous success in driving repeat visits and follow-through on purchases.

Your Facebook retargeting may include certain events such as those who spent a certain amount of time on your site, or those who visited a specific page, but didn’t make a purchase. Reach those who even added a specific product to their cart, but abandoned the order.

Attract Your Consumer

There are several ad formats and campaign types which can be leveraged based on what you sell, and what your consumer is interested in. You can display various creative elements like video or carousel, with different call-to-actions, such as Shop Now or Sign Up – a few of the many direct response CTAs that Facebook offers.  

As e-commerce sites rapidly evolve, social advertising continues to rollout new ad formats like Facebook’s Mobile Shoppable Ads, or Pinterest’s new Visual Search Ads that uses image recognition technology to inspire and visually promote products.

And such platforms show no signs of decline. Facebook’s Dynamic Product Ads, recently released to the public, can aggregate any or all products from one’s site. From there, you can specify retargeting logic or create custom combinations.*

For brands to be successful, they must connect with their consumers in a unique, relevant way. Reach them at the right time, in the right place, with the right content – and help them finalize a purchase.
facebook, retargeting, social media, social media marketing

Conclusion

For brands to be successful, they must connect with their consumers in a unique, relevant way. Reach them at the right time, in the right place, with the right content – and help them finalize a purchase.

 

Interested in leveraging these best practices and strategies? BKV can help!

Contact us.