While many ecommerce marketers are already using Facebook dynamic ads, they often target only past website visitors and overlook the wide range of other Facebook audiences. That’s a huge waste of potential.
These marketers are missing the chance to:
- Target each user with the most enticing product selections
- Use the most relevant ad messages based on expectations and intent
- Bid more aggressively on the audiences most likely to make a purchase
- Exclude or bid less on audiences that don’t bring results
- Refine targeting by analysing audience profiles and behavior in detail
Ten targeting tactics for better online shop conversions
With so many options available, where should you start? Always begin with your most valuable assets: your existing customers. Repeat customers cost five to 25 less to win than new customers, and Facebook makes it easy to reach them. After that, move on to warm audiences and then, finally, use Facebook’s numerous tools to locate brand new audiences.
Here are 11 tactics to target the right audience and increase revenue with your next Facebook campaign.
First, start with past purchasers and hot leads
1. Retarget customers based on their consumer profile. Create a ‘custom audience’ using the past purchase event or by directly uploading customer files or offline customer data. Then, narrow your audiences down based on user interests, demographics, and behaviors. You can use Facebook’s audience insight tool to identify the right criteria.
2. Retarget customers based on purchased products. Users who have already purchased from you have proven their interest. This is the perfect chance to cross-sell or upsell by marketing complementary items or those with a higher margin.
3. Bring customers from other channels straight to your shop. It’s great that a customer purchased your product through Amazon or Google, but wouldn’t that customer be so much more valuable if they purchased right on your web page? Use ads that bring the shopper straight to your shop so you can get them into your data pool and drive more lifetime value. Retarget these users by uploading an email file.
4. Reward top customers. About 40% of an ecommerce store’s revenue will be driven by 8% of their customer base. Drive returns by keeping the most valuable shoppers engaged with special offers and exclusive collections. Further filter buyers based on the amount spent, customer lifetime value, or level of brand engagement.
5. Send reminders. Some products are meant to be purchased regularly. If a customer purchases expendable products like contact lenses, pet food or even vitamins, they may respond well to friendly reminders to repurchase. Do this by creating and utilising new audiences based on days after last purchase.
Then, move on to warm audiences
6. Remind people of exact products from the last funnel step. A user viewed a product, maybe even added it to their cart, and then – poof – they left your page. Use Facebook dynamic ads to advertise the exact products the user wants. Consider key events like:
- Added products to wishlist
- Added products to cart
- Initiated checkout
- Added payment information
7. Qualify and understand users based on their actual shop activity. Extract high-quality audiences from your shop visitors based on funnel steps, browsing behavior and device. Define a browser’s intensity by reviewing data points like time spent, frequency and the use of on-site search.
8. Target based on brand interactions. Users who interact with your Facebook, Instagram or page have shown a clear interest in your brand. Be sure to add these users to your existing audiences or create a new, dedicated audience set.
Lastly, focus on cold audiences
9. Reach out to new audiences by using ‘lookalikes’ and ‘broad audiences’. Once you have built strong custom audiences, you can use lookalikes to locate similar Facebook users who don’t know you yet. You can also create broad audiences, targeting users who share similar consumer profiles (interests, demographics, and behaviors) with your top audiences.
10. Add custom labels to your data feed. Custom labels allow you to add age, sex, interests and buying behavior before uploading the feed to Facebook. The most popular labels include holiday, high-margin or return on ad spend; however you can use anything that will help your campaigns, including season, collection and so on.
Productsup is an easy-to-use software that helps you create product data feeds for Facebook ads and 2,000-plus other ecommerce channels. We want e-retailers to get the most out of their feed-based advertising. That’s why we compiled all you need to know about Facebook dynamic ads in one comprehensive guide. Get more targeting tactics, learn how to structure campaigns for better returns and find the most practical optimisation tips. Download your copy here.