Before we get started, let’s talk the big ‘S’- Strategy. Creating a strategy is key to running successful online advertising campaigns, and require time, planning and forward thinking. The strategy of any campaign needs to truly champion your brand’s USPS and unique story. It’s no use thinking about your best-selling products and pushing them to market with a few words you think best describe them, but rather to think how the products will best serve your audience. Ask yourself a few questions, Why would customers want to buy these products? How will it help improve/ or benefit their lives? What makes our products remarkable and unique to any other products on the market today?
This kind of strategic thinking will help your brand stand out above the rest.
Let’s break this down further.
Top Tip #1
Define your audience.
With your strategy, you need to clearly define your audience, understanding where your shoppers shop, how old they are, what their interests are, what their pain points are, where they would be most likely to shop, what day of the week they would usually shop. These questions help you create social profiles and clarify your niche market, ensuring your advertising is highly targeted and effective.
Be sure to be very specific with your social profiling, because too broad of an audience, is not going to drive quality interactions with your brand. Narrowing your target market will ensure your adverts are speaking to the right audience, to the people are mostly like to buy your products. This contributes to increased engagement, revenue and customer loyalty. Importantly, this also affects the affordability of the campaign.
Top Tip #2
Your USPS must shine.
When it comes to choosing the specific products you wish to advertise, make sure you base it on your product’s Unique Selling Points. For example, its’ wide range, uniqueness or attractive price. You need to provide information in your advert that really highlights these benefits and uniqueness, to help drive results and engagement.
It is usually advised to focus on your best-performing products. These will be your best sellers by nature and will drive the highest conversion rates.
Top Tip #3
Do your research!
You need to stay on top of trends and competitor activity. Get to know how your competitors are positioning their products on the market and see if you can do it better with your offering and/or copy. It will help to inform and enhance your own marketing strategy for better results.
Ensure the keywords that you've chosen and the copy you've provided are highly relevant in a saturated, competitive market. Google will reward you with lower cost-per-clicks if your quality score is good.
Top Tip #4
Creating an advert.
For Facebook Ads, your posts need to contain several images, a description, a call-to-action and link to the site or product page, a potential promotion and the product benefits. But remember to keep it brief. Too wordy, and too long, and people will scroll past it. It needs to captivate your audience quickly and efficiently. If you can hold their attention for the first three seconds, you have a higher chance of successfully delivering your message.
Using Carousel Ads for example, are a good way to use multiple visuals to help deliver the message. Provide 10 beautifully-aesthetic images of your products. An important metric is to achieve as high as possible click-through-rates, so your images need to be extremely good visually. Start your 10 carousels with a lifestyle image featuring your products in a curated lifestyle environment followed by bright and clear close-up shots of the product.
Top Tip #5
Use Call-To-Actions (CTAS).
You want to tell your shopper directly what to do next after reading your advert. Try to be specific with your Call-to-actions to encourage the necessary action. For example, Shop Now, Call now, Read more.
And, you can tell your shopper that they have today only to shop, or for a limited time period only, or a special offer is available. These call-to-actions encourage an immediate response from your shopper, compelling them to shop now or they might miss out.
Top Tip #6
Enhance your website.
With advertising campaigns, you pay for each customer click on your advert. With every click, comes a new user to your website. This is good news! The not-so good news is that it can also eat into your budget, if the user clicking through lands on your website and leaves straight away, because it wasn’t quite the page they’re looking for. Each click has to count and people should know exactly what to expect when they land on your website. This comes to down to ensuring your website is user-friendly, offers a seamless journey and experience, is responsive ( meaning optimised for mobile) and that your website offers exactly what you said your in your advert. Because if not, the user will bounce. And literally, that is. A high bounce rate is anywhere in the 70s or higher in conjunction with low conversion rates.
Smart campaigns work very well too, so ensure that you have a Google Merchant Centre to have your products listed on the shopping aspect of Google to drive both organic and paid growth. Google Merchant Center lets you manage how your in-store and online product inventory appears on Google. This helps feature your products in front of thousands of shoppers on Google globally.
Top Tip #7
Try re-marketing. You know, the cookies that follow you around. Not literally, but kind of.
Remarketing on Facebook is a powerful marketing tool.
Remarketing is an excellent way to connect with people who previously interacted with your website and have shown interest in your products but have not yet purchased from you. This happens a lot. You browse through a site, choose a product you want, go right to through to payment, and then you get distracted, or decide you’ll do it later, or maybe you want more time to think about it.
A remarking campaign uses a Facebook Pixel, and enables you to place your adverts in front of these people as they continue to browse on Google, or other websites, reminding them to come back to the website to complete their purchase.
Linking your catalogue to the Facebook ad account is very useful for abandoned cart remarketing and is an excellent way to increase brand awareness, traffic and sales.
Top Tip #8
Timing and budget matter.
Lastly, you’ll want to ensure you have a clear idea of the budget you wish to spend on your campaign and over what period. It is critical to run your campaigns over a minimum of a 3 month period to gather meaningful insight and data into your campaigns, to better run your future campaigns.
Apportion at least 10% of your budget to engagement campaigns. Even if you're looking for sales or traffic only. The benefit is that shoppers will be getting in touch with you directly and you will be boosting sales at very low costs compared to traffic and conversion campaigns. Then, as your engagement audience starts to build, more powerful remarketing strategies can be employed. Plus, with this plan, you’ll slowly be building your community on social media.
To end off, manage your expectations for campaign performance.
In the beginning, there is a lot of testing and optimising taking place. You need to allow for machine learning, warmth of the pixel to gather data to be able to optimise, as well as trying new creative and testing new audiences. The more engagement and sales data you gathers, the better results for the future. Budget is never wasted on gaining this kind of knowledge.
And hey, when it comes to managing expectations and holding your hand through the process, that’s what we’re here for……