Ask anyone when they spend the most money – I’m pretty sure they’ll say it’s the holiday season. And no wonder, there are so many deals waiting for us right around the corner that it’s almost impossible not to jump on the crazy deal-wagon. But don’t take my word for it, see for yourself. This year’s holiday sales are projected to grow +10% over last year’s, according to the retail search marketing firm NetElixir.
For merchants and entrepreneurs, the holiday season is the time to go all out. You’ve created the designs and products, but now’s the time to get everyone’s eyes on them.
In this blog post, I’ll dive into the world of Facebook advertising and share my tips and tricks for getting your money’s worth. Consumers need a little nudge to make a purchase. Let’s make sure your product stands out.
- Basic setup – create the page
- Ads for brands with no followers
- Ads for getting new customers
- Ads for expanding your customer base
First things first – your Facebook page
If you don’t have an official Facebook page for your brand, you should make one. Now. And then come back to this post to learn more.
It might seem like the most obvious thing – having a Facebook page – but really you need it not only to have some sort of a point of reference for your products, but also to get social proof. So take matters into your own hands and get the word out about your products.
Here’s how you turn your basic product/brand page into a Business page with advertising rights.
First step – create a Facebook Business account. It’s a very simple, a-few-clicks-type of scenario. Once that’s done, move on to creating your Business Manager account. Enter your business’s name and your personal info.
Once you’ve done this, it’s time to grow your creation. Add your Facebook page, create a new Ad account or sync your existing one, and, if you’re not a one-person show, invite more people to your team.
If you’re adding a new ad account, click on the bottom tab. It will generate your Ad ID that you’ll need later on.
Congratulations – the basic setup is done! However, in order to do any kind of advertising, you’ll need to add your payment method. Do this in Ads Manager → Billing → Payment Settings → Add Payment method. Pick your preferred payment method (Credit, Debit, or PayPal) and you’re ready for take off.
Don’t go bankrupt for advertising’s sake
Spending more means record high sales and ultimate success. WRONG. When it comes to budgeting for your ads, there are many ways to do it and not break the bank. Especially when you’re just trying to build a customer base and a decent following. Your tool of choice – boosted posts.
Fact: Facebook’s boosted posts and Ads are not the same thing.
Boosting a post is so simple that people forget to think about what it actually does for your business. Just pay something for something and something will happen. That’s not how it works.
In reality, boosted posts are best used for generating engagement for your post. This is a way for you to draw more attention to your page’s posts and get more likes. You can do some basic targeting through boosted posts, however, it is intended for likes, comments, and shares.
As a new business just dipping its toes in advertising, you need to get the word out.
Unfortunately, no one, except maybe your closest friends and mom, don’t know or care about your brand and products (yet).
When you have close to no followers on your page, zero purchases, and no activity, optimizing for purchases just won’t make any sense or give results. No one’s talking about your product, which means there’s really no social proof to convince them to buy.
So, instead of hoping for purchases, aim for increasing brand awareness.
One way to do it is through maximizing the reach of your posts. As I mentioned before, boosted posts are optimized for shares to make your messages more visible, liked, and commented on – providing the social proof you want, growing your customer base, and generating interest about your brand/product.
There’s no need to spend more than $50 for a boosted post, that’s why it’s pretty much a foolproof way to start your ad journey.
Add products – get new customers
It’s great that you’re using Inktale as your marketplace, but you still remain the driving force behind your brand and product. Facebook has over 2 billion active users and 91% of all millennials spend their free time browsing, swiping, and scrolling on the app.
So what can you do?
Let’s say you have some following on your social media and the engagement isn’t bad either. It’s time for you to shift your focus to your products.
There are a few ways to do that, but we’ll start with the simplest one.
Add products to your Facebook page. On your page, head to the “Shop” tab and start adding your products.
Don’t forget to tell a story with your products – what inspired you to create the design, the cause you’re passionate about, or perhaps something quirky or funny you’d like to say. Keep in mind that you can and should paste your Inktale product link in the product description because that’ll take the visitor directly to the item in your post. The less steps they need to take to discover your product, the better.
Although, technically, this is not an ad, you can boost it. Once you share the product as a post on your timeline, you can boost it for that extra bit of exposure you need.
Stepping up your ad game
Perhaps you’ve been growing your follower count for a while and it’s working. Or maybe your product went viral and there’s a sudden spike in your profile visitors and purchases.
Either way – seize the opportunity!
You’ve been recognized and liked, which means the word is spreading and you need to get people’s attention. They’ve visited your profile, maybe even added items to the cart, or made a purchase. Well, there are two features on Inktale you should take advantage of if you want to reach your potential customers and turn visitors into buyers.
Typically, Facebook Pixel tracks events that occur on your website. However, Inktale users can link their Facebook Pixel and their Inktale profile. It allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can start by tracking the customers who view your page. Or if you have sales, track the purchases.
The data you receive through Facebook Pixel shows up on your Ad account. Typically you’d need access to your website’s code to install the pixel, however, Inktale has taken care of that for you.
Head to your Inktale account settings and scroll down to Analytics. You’ll see there’s room for Facebook Pixel ID. Copy yours from your Facebook Ad account and paste it here. Then save your updates. Head back to Ads manager and click on the “Set up Pixel” button.
It’ll give you 3 options to choose from – select the one with “manual setup” for your Pixel. Once you’ve done that, simply scroll down to step 3 aka “Send test traffic to your pixel” and paste your public Inktale store’s URL. Test it and you’re good to go – your Facebook Pixel is working!
Now that there’s a way for you to track what your customers are doing, you can start rolling out the ads.
The second thing you can do on Inktale for your ads is build a lookalike audience based on the customers who purchased your products. Inktale is unique, compared to other marketplaces, because it lets you know who’s buying from you. If you head to your profile’s “Statistics” tab, you’ll see a list of your customers’ emails that you can download as .csv file.
Use this file to build an audience on Facebook. A lookalike audience consists of people who have similar interests and behaviors to your existing customers. It’s a great way for you to advertise for people who are likely to be interested in your products.
To create a lookalike audience from your Inktale customers’ list, follow these steps:
- Go to Audiences in your Facebook Ads Manager
- Create a Custom Audience by uploading your list of emails. Create a lookalike audience from the Custom Audience you just created
You’ll need at least 100 emails from your target country to create a lookalike audience.
So there you have it – Facebook Ads 101. Clearly this is a massive topic and your specific situation can go a different route. But one thing is for sure – there are ways to use Facebook Ads regardless of your follower count.
If you’re new and don’t have followers – boost your posts and work on the engagement. If the sales are slowly rolling in and the follower count has grown – add products to your Facebook page and advertise those. And finally, when you have the followers and sales, don’t just enjoy the success – keep working and advertising to like-minded people by building lookalike audiences.
Let us know in the comments below if you’re interested in finding out more about Facebook Ads or any other marketings tools that can help grow your store.