Creating high converting ads can be extremely tricky. Imagine this scenario. You’ve gotten a hot product, you’ve chosen a price, you have a good budget, you set up a landing page with some exceptionally good copy. You are confident this would be the best ad ever. You fire up your ads and boom, 48 hours later you’ve spent lots of dollars and no single order or add to cart.
Yes. We have all had those times and it’s made us feel like Facebook ads are all guesswork, but it doesn’t have to be.
Understanding marketing on social media (each platform is very different) is one sure way to ensure your ads perform well and you’re not wasting money with guesswork. That being said, we have put together 4 things you should understand before launching any ads to sell any product on Facebook.
Let’s dig in shall we?
Your campaign goals
Most people start running advertising without knowing exactly what their goal is or what goal they should even aim at. For some businesses, the goal should be to get more profile visits, while for others such as e-commerce, the goal should simply be to make sales.
Knowing what your business goal should be and what to focus on to achieve it would save you a lot of wasted money.
Before attempting to run ads, here are some to ask yourself,
- What do I want to achieve by running these ads?
- What would be the best thing that could happen when I run these ads?
By asking these questions, you get clarity about what you really want to achieve and you can then know what message to send, who to send it to, and how much you’re willing to spend to achieve your aims.
Your ideal customer.
While this looks simple, on the surface it’s not. It’s one of the major reasons why most ads don’t convert. According to Forbes, Your ideal customer avatar is a customer profile that is a best-case scenario for your business. Most people who are new to advertising just run ads without sitting down to develop a customer profile or ideal customer avatar.
Your idea customer avatar is a pictographic information kit of who your best customer is and the characteristics that make them perfect for your product or service.
Creating your ideal customer profile requires you to ask or research answers to the following questions:
- What does he do?
- What is his or her fear?
- Where does he hang out the most?
- Where can I easily reach him with my message?
- Who does he listen to? Follow? Read? Watch?
- How old is he? Or what’s his age range?
- What keeps him up at night?
- What has he tried before?
And so on.
Answering these questions gives you a clearer picture of who’s most likely to respond to your ad and take some action.
Knowing your ideal customer and his troubles and why your product is the best solution to them helps you create a near-perfect message that resonates with him and him alone, repelling anyone else that isn’t your ideal customer.
For example, if you’ve figured out that your best customer is a mechanic that fixes high-end automobiles using innovative tech, it’s easier to write directly to him using terms or industrial jargon that would relate with him, while being boring or repelling anyone else that isn’t into that industry.
He’s, therefore, more likely to clock on your ad and more so to make a purchase. That’s the power of tailoring your message to your ideal audience.
Similar to your message above, your creatives must be tailored to suit your ideal customer.
Imagine you’re selling books and you put the picture of a beautiful, pretty-looking girl. Well, you’ll get clicks because what you’ve done is known as click-baiting, but you’ll be attracting the wrong audience and no one would buy.
To worsen the situation, you’ll drive away your serious buyers because people hate being tricked. You’re not going to make any sales, despite getting engagements such as clicks and likes.
Ensure you use the creatives of your products that show the customers the best benefits of using your products. Basically, we at SellBeta Marketing, recommend you use videos.
learn more about the choice of creatives for e-commerce products here
A very important part of running an advert is your budget.
Your budget helps you determine how much each customer is worth, how much you’re willing to spend to get that customer or achieve your campaign goals.
Your budget is the total amount you want to spend on your campaign. Without knowing your budget, you’re likely to overspend and not even meet your goals. Determining your budget beforehand also helps you determine profitability as every metric can then be judged based on the budget.
Average order value
The Average order value (AOV) is the average amount each customer brings to you.
If you sell a one-time product or service, the AOV will be the revenue gotten from that one customer. It also takes into account multiple orders by the same customer, so if a customer orders the same product or service multiple times, his AOV is different from that of a customer who orders once.
It is a very important metric because you might spend above what’s budgeted for a customer that might end up making multiple purchases down the line thereby covering your initial spend. To learn more about AOV, click here.
This should probably be the first thing you consider before running an advert. After carrying out customer research, choose the right platform to reach your target customer. If you get this wrong you’ll be sending the right message to the wrong set of people. This is where customer Research comes to play as it helps you determine where you can easily reach your target customer.
Now that you’ve had some clarity on important terms to understand before starting your e-commerce business, get more information and a full recommended course on profiting from e-commerce even if you’re a beginner. Click here to learn more