Simple, Bold Strategies to Boost Sales with Facebook Ads
Introduction – Reach a Sea of Two Billion
While Gen Z may complain that Facebook is “lame” now, or “Meta” as we should be calling now, that is far from the truth when it comes to using Facebook Ad campaigns. 2 billion users is nothing to scoff at, and Facebook has built a remarkable ad platform to help Shopify business owners reach a wider target audience.
This blog post examines how Facebook ads are unique from Google Ads, as well as how targeting potential customers based on interests – rather than preferred keywords – could be the keystone to increasing your sales!
The Basics: Account Setup & Goals
First things first, you need a Facebook business account set up with an ad account in place. Once you have Pixel (Facebook’s answer to Google Analytics) activated, connect your Shopify store! You can do so by downloading the “Connect Meta” app on Shopify.
Next up, pick the “goal” of your ad. If you were in the military, this would act as the primary objective – we’d recommend starting with “boosting traffic” or “conversions” to start, but Meta lists 11 different objectives here. Depending on where you feel your target customers are in the “sales funnel,” you may want to simply bring awareness, get views, generate leads, or drive engagement.
Target Audiences: Time to Pick your Lane
Perhaps the most important decision for any ad campaign is designating your target audience. Facebook allows you to segment customers into the following classifications:
1. Age
Self-explanatory. Are you targeting the Gen Z or old folks? Picking a specific age demographic usually helps your ad campaigns effectiveness and efficiency in driving sales.
2. Location
Again, straight-forward. You can narrow down what region of the world you are placing your ads. With Ad360’s software supporting your Facebook ad campaign, you can narrow down the search to a single city block!
3. Interests
This is where Facebook Ads can differ significantly in their function from Google ads. Because Facebook collects profile data on all 2 billion+ users, setting customer interests can focus on their hobbies, interest categories, page likes, searchable keywords, Facebook usage, or online buying history.
Pick hobbies listed on the Facebook Ad dashboard that align with your product (e.g. – a basketball player is targeted with Nike shoes ad). Interests listed in their “Information about me” (e.g. – a fashion lover is targeted by a vintage clothing site) can also be important to consider when optimizing your ad placements for maximum sales growth!
“Stacking” or “Layering Interests” – Get as Specific as Possible to Increase Ad Effectiveness
Specificity is crucial to have your ads compete with larger-budget businesses. For example, you could adjust the settings to advertise only to males 18-34 on the East Coast who have an expressed interest in sports or sports apparel
Even more, you can “stack” or “layer” interests to bring laser-precision to your custom audiences. Using the example above, interest stacking could set an audience that shows ads only to males 18-34 on the East Coast, who have an expressed interest in sports/sports apparel or have liked the official NBA, NFL, MLB, or NHL Facebook pages!
Interest Layering more effectively narrows down your target audience; it could set an audience that shows ads only to males 18-34 on the East Coast, who have an expressed interest in sports/sports apparel and also have liked the official NBA, NFL, MLB, or NHL Facebook pages!
In short, effectively “layering” interests for your custom audiences mean each ad creative will be tailor-made for different segments of your audience. The more layers, the more precise the audience. You can also exclude certain segments of these audiences to make the ad campaign’s target outreach even more efficient.
Conclusion: What to Do if Facebook Ads Feels Too Technical or Overwhelming
In conclusion, there are a lot of moving variables that factor into your Facebook ad campaigns. Straddling this granular level of detail over several social media platforms can definitely make your head spin. If you feel you could use some support analyzing and bringing all your different ad channels under one roof, reach out for a free demo by Ad360 today! We’ll make it our mission to optimize your next Facebook ad campaign for success 😊