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Everyone should know by now that Facebook ads are a great way to grow eCommerce store sales.

Sure, Facebook ads are more competitive than they’ve ever been, which means you need to make sure you’re working with an ad manager who knows how to run ads in 2019, but there’s also never been a time when more people are making purchases online, especially with their phones.

As an example, we have clients getting anywhere between a 4:1-15:1 return on ad spend (ROAS) with Facebook ads. That means they’re making $4-$15 in revenue for every $1 they spend on ads.

What’s great about getting a 4:1-15:1 ROAS from Facebook ads is that it puts your marketing into autopilot. Instead of worrying about how you’re going to get your next sale, you can sit back, relax, and work on other important parts of your business, like how you’re going to increase inventory production to keep up with the sales coming in from Facebook ads.

So Facebook ads are a great way to grow eCommerce stores sales, but this article isn’t about convincing you how effective Facebook ads can be. Instead, it’s focuses on 7 things you can do to get even better results from Facebook ads.

So if you’re already on board with Facebook ads and want to learn how to get even better results, then this article is for you.

Here are 7 ways to get even better results from Facebook ads so you can grow your sales.

#1: Make sure you’re spending enough on cold traffic

Everyone knows you need to show prospecting ads to cold traffic so you can reach new customers for your brand, but one mistake we’ve seen is not spending enough of your budget to reach new customers.

To solve that problem, we recommend spending around 75% of your budget to reach new visitors with prospecting ads, so that you have enough visitors to retarget with your remarketing ads.

This number will vary slightly depending on the campaign, but 75% is a good starting point and you definitely want to make sure you’re spending enough at the top of the funnel to fill up the bottom of the funnel with enough traffic to convert into sales.

So don’t forget: remarketing ads are great, but you need to spend enough at the top of the funnel for your remarketing ads to work.

#2: Test lookalike and interest-based audiences for cold traffic

When it comes to targeting cold traffic, i.e. finding new customers, you want to test both lookalike audiences and interest-based audiences.

Lookalike audiences are custom audiences Facebook creates who are the most similar to previous customers, people on your email list, customers who’ve purchased more than once, customers who’ve purchased the most from your store, etc.

Here’s an example of what a lookalike audience will look like when you’re creating it in Facebook.

This is what a 1% lookalike audience will look like, i.e. the 1% of your target audience that is the most similar to the source audience you supplied to Facebook.

Lookalike audiences we’ve had the most success with include:

  1. 1-2% lookalike of customer email lists.
  2. 1-2% lookalike of purchases recorded by the Facebook pixel.
  3. 1-2% lookalike of repeat purchasers.
  4. 1-2% lookalike of high average order value (AOV) or lifetime value (LTV).

But sometimes interest-based audiences will outperform lookalike audiences. That’s why you need to test both lookalike and interest-based audiences.

With an interest-based audience, you create audiences by telling Facebook what your target customers are interested in. For the example below, we’re targeting women aged 25-40 who are interested in infant clothing AND interested in the brands listed below.

The point to keep in mind here is that sometimes lookalike audiences perform the best and other times interest-based audiences get more sales, so it’s important to make sure you test both to find the best results.

#3: Use creative that stands out in the newstream

The next thing you need to make sure you do is to use ad creative that stands out online. Here’s one way to do that…

Do your best to create an ad that doesn’t look like an ad. If your ad looks too much like an ad, people have a tendency to ignore it, but if it looks like a photo in their newsfeed, then they’ll stop, interact, and pay attention.

Here’s an example of an ad we created for Design Dua that doesn’t look like an ad and instead uses a photo that communicates how beautiful Design Dua’s bassinets are, without looking to salsey.

Photos like this one tend to stop people in their tracks more than ads that look like ads.

So as your choosing creative for your ads, make sure you find photos or videos that stand out and are attractive, instead of defaulting to ads that look like ads.

#4: Write copy that generates sales

Next, you need to make sure to write copy that generates sales.

Some people think that copy doesn’t matter that much for Facebook ads, but that’s simply not true. In fact, we recently doubled one of our client’s return on ad spend simply by testing new ad copy that doubled sales.

With your ad copy, you want to:

  1. Use your audience’s language instead of sounding formal or overly-salesy.
  2. Emphasize benefits and outcomes over features.
  3. Create a sense of urgency.

We also like using testimonials as ad copy since a) your customer’s know how to describe your product the best and b) new customers trust a 3rd party’s point of view more than yours.

Here’s an example of a testimonial ad we put together for Tuck and Bundle that does a great job selling how lightweight, breathable, and comfortable Tuck and Bundle’s baby wraps are without being too pushy or salesy.

#5: Bid for purchases

When it comes to Facebook ads, you always want to bid on the outcome you’re the most interested in. If you just want website traffic, then bid on website traffic. If you want video views or leads, then bid on view views or leads, etc.

What that means is if you want purchases, then you need to bid on purchases as your optimization goal.

This is why we optimize all of our eCommerce campaigns for purchases. In the past, we’ve run campaigns to increase engagement, drive traffic, etc., but we’ve found that purchase campaigns generate more sales than any other kind of campaign.

It may take a leap of faith on your part, but we suggest setting all eCommerce campaigns, including prospecting, to optimize for purchase conversions, as seen below.

#6: Start small and scale

Our next recommendation is to start small with campaign budgets and then scale up as purchases come in, even though it can be tempting to go big from day one.

You might start out with a $50/day budget for example, with $37.50 for prospecting and $12.50 for remarketing, and then you can scale up from there as results come in.

We’ve just found that this approach works better than going from $0-$1000 a day in ad spend, and it also makes sure you end up not wasting loads of money right out of the gate.

#7: Double down on what’s working

Last but not least, you need to double down on what’s working.

Once you find an audience or an ad combination that works, you can start cranking up your budget in order to double down on what’s working.

This also happens to be where Facebook ads are the most powerful. Facebook ads are flexible enough where you can start testing with a small budget but also powerful enough that you can scale to $100k/mo or more with Facebook ads.

So first, we recommend starting with a smaller budget to find ads that get the return on ad spend you’re looking for. Then, once you have things dialed in, you can scale your ads to grow your sales from $500k to $10M or more.

Wrapping It Up

We hope this article has given you a good idea of things you can try to get even better results with Facebook ads.

If you have any questions about these tips or anything else related to Facebook ads, feel free to leave a comment or send us an email.

We look forward to hearing from you, and wish you the best of luck!

Joseph Putnam

Joseph Putnam

Joe Putnam is owner of ConversionEngine where he helps eCommerce brands use highly effective paid ads and email + SMS marketing to grow faster and more profitably than they ever thought possible. Follow him on Twitter @josephputnam.

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