Now that we are doing cross-border e-commerce, Facebook is a hurdle that cannot be overcome, including the Instagram and website blogs I talked about before, but also mentioned using Facebook to attract traffic.
In the current Internet society, traffic is really scarce.
So no matter how well our Shopify store is designed and how affordable the product is, if we don’t promote it, people won’t see us.
Therefore, active marketing becomes necessary.
In this article, I will tell you how to use Facebook ads to promote Shopify stores.
Go directly to the topic!
1.Comply with Facebook advertising rules
You must abide by FB’s advertising rules. A while ago, fb also launched Page’s page rating function. If your page rating is very low, then the ad may not let you pass.
So, have you discovered that it will be difficult to survive on FB in the future for similar problems with incorrect products?
All advertising content is checked by Facebook before it is sent. Don’t waste time, waste money to make content that others won’t accept.
Generally speaking, the review time is 24 hours, but in many cases it will not be 24 hours…
Here are some advertising messages that Facebook will not accept:
Picture before and after xx
For example, I sell weight-loss pills, and I post some photos of customers before and after losing weight. This is not allowed.
Contains financial information
Contains time limit information
For example, I want to maintain the popularity of my own posts for a period of time, so I deliberately created a suspense, and then said that after a few days, I can see the answer by checking my tags. This will not pass the review.
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About drugs
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About tobacco
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Typos, too many grammatical errors
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Adult products/services
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Weapons, munitions and explosives
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Sensitive or misleading information
If a user complains about your ad, it will be reviewed or even removed even in the early stage of the ad launch. I suggest that you review their advertising policies carefully before advertising on Facebook.
For specific policies, you can check the links and addresses below:
https://www.facebook.com/policies/ads/
2.Tell a story
Even a short advertisement can tell a short story. Everyone, regardless of age, likes to listen to stories, and stories can help us remember things.
Therefore, telling a story around a product can deepen people’s impression of the product.
The best story to tell — tells how a person overcomes various difficulties in order to succeed. Many movies and TV series are actually based on such themes, but people who watch them just enjoy it.
So advertising can also be used in this way. If it is to promote a product, you can tell how the hero succeeded with this product.
For example: Tide laundry detergent
Of course, advertisements will be exaggerated, but don’t be too exaggerated.
Having said that, by the way, the excellent representative of Shopify in our industry, phonebibi
Address: https://phonebibi.com/ Maybe after you open the address, you will be shocked by the above price, my God, how can it be so high?
Yes, people dare to sell like this, and they sell very well.
The key point here is that many of the descriptions on this website really seem to be writing stories. I like this very much. Through the stories, it is very immersive, so users are easily attracted. And this kind of story really fits many scenarios that users usually encounter.
So storytelling is really necessary.
3.Use video format
The Facebook algorithm is actually more friendly to video content, compared to text content. And not only the Facebook platform prefers videos, Facebook users also prefer it.
The data shows that more than half of users watch videos on Facebook every day, every day. So the chances that they will stop and watch the video will correspondingly be higher.
We can also show physical images of our products through videos, such as:
4.Be attractive
Many people do Facebook advertising in a single way, that is, put the product in a background, take a video, or take a photo, but the result is that the advertising fee is spent, but it does not attract many people’s attention.
To attract attention, it is necessary to create drama.
Find drama points that can be related to the product. For example, there are many videos on Douyin now, and this dramatic effect is very useful, sometimes even exaggerated.
Everyone should have seen that ghost story. Okay, today I will tell you a ghost story:
A man quarreled with his girlfriend, and the man was angry and killed the woman. After the incident, he was particularly worried that the ghosts of women would come to him. He was very scared, so he found a Taoist priest to find a way for him. The Taoist priest asked him to wash his girlfriend’s bloody clothes.
Must be washed before 12 o’clock.
So the man dug up his girlfriend’s body and took the clothes off to wash. But no matter how you wash it, it won’t be clean. The man is particularly scared, because the time is coming.
When it was 12 o’clock, the clothes were still not cleaned. Suddenly a strong wind blew open the doors and windows of the man’s house. His girlfriend came in with blood all over and laughed gloomily.
Then the female ghost asked his boyfriend: “Do you know why it is not clean?” The man said “I don’t know”
The female ghost said: “Because you don’t use carved laundry detergent~”
Let’s talk about business
5.Offer discounts
Yes, there are discounts and savings, users will not be polite
If your product is better and there are discounts at the same time, the chances of others stopping to look at your ad or even entering your store will greatly increase.
6.Establish authority
Facebook prefers comments and interaction rates, and in fact, the comment area is a very good place for us to build authority and credibility.
If a user asks a question, answer it.
Remember, you must answer professionally. After all, it is our own product and must be authoritative. When we interact with these users, we are also building our own brand image.
Of course, there are definitely negative comments, and negative comments are not necessarily bad. Just like when we were visiting Taobao, if we see a store that has good reviews, one bad review, or even a middle review, I always feel that it is not credible.
Because it is really impossible, is there any product that everyone thinks is good? Someone must have opinions.
Of course, the negative reviews we want to leave are more pertinent, but like those without a brain, just delete them directly.
7.From short ads to long ads remarketing
Facebook generally does not place long ads, only short ads. Most advertisements are within 15-30 seconds.
Therefore, if a picture has too much text information, the review will fail. Although Facebook can’t put long ads directly, but you can put links. We can put links to long ads to drain traffic from Facebook to the ad page.
We only need to post a short ad on Facebook, and then add a “See more” at the end to learn more links.
As for this page, it’s better not to make it hard, but soft. Then add a call to action button, so as long as users believe us, they can click to buy directly.
Therefore, if the product you are making needs to be explained or needs to provide more information, but the information cannot be completely included in Facebook ads, then you can choose to use this method. And the landing page of this link does not have to be text information, it can also be presented in the form of a video.
8.Interstitial advertising
Intermittent advertisements are the same as the advertisements when we watch TV. Watching TV well, suddenly there are advertisements coming in. This is interrupted advertising.
Facebook’s advertising is also in this way, that is, it is possible that a user is watching his friend’s post, but our advertisement will suddenly appear in front of him. Just interrupting him, but also attracting him under the premise of interrupting him.
But this kind of interruption without warning requires us to guide him step by step to be attracted by our products, so it is very important to guide him to visit our store.
In other words, in this case, our advertising is not to be a shopping guide, our advertising needs to be more affinity and persuasive. The best way is to provide a solution to the problem. For example, “Always forget to bring the key?…”
Call to action button
If an ad doesn’t even have a call-to-action button, it’s all useless if the ad content is good. The call to action button can be either “Learn more” or “shop now”. In short, the simpler the way for users to buy, the better. In short, the simplified steps are as simple as possible.
Because, with each additional step, the possibility of losing customers is greater.
Therefore, if the call-to-action button of our advertisement is to ask users to go to our Google store, some users will choose to give up. Yes, it is so lazy. So these call-to-action buttons are meant to be straightforward and go directly to our advertising page or our website.
10.Create a Facebook page to distribute ads
To create a Facebook fan community, we will need to spend time building a Facebook page and posting (nonsense).
And the content does not have to be very long. We can share something written by others. In short, we need content that you think your audience might like. In addition to articles, we can also share some videos, memes, photos, etc.
11.CONTEST
On Facebook, we still need to engage in activities
Yes, it’s still this. I also talked about this when I talked about Instagram. If you want people to discuss us, whether it’s our shop or a particular product, it’s a good way to start a competition.
We can set that if we win the contest, we can give away a product for free, which can incentivize user participation. We provide them with free prizes, and they provide me with free exposure, no matter which social platform, Facebook or Instagram, this is a very good marketing method.
There was another NBA before, which team forgot, and did a competition, as long as @your own friends, share this post. Those who win can get free tickets.
12.Stay relevant
The Facebook we distribute must be relevant to our audience. because:
If the ads remain relevant to the audience, the return on investment will be relatively higher
Advertising will receive fewer complaints
Can be reviewed (Facebook advertising policy: all content contained in the ad, including text, images, or other media, must be relevant to the audience)
13.The landing page is consistent with Facebook ads
The landing page we link to must be consistent with the ad content. In fact, it’s not just this, I have said in many places before, no matter what, the landing page must be related to the previous content.
But this point, many people really didn’t notice, thinking that to be a Facebook ad, as long as the material is done well, they don’t know that the current fb will also review your ad landing page.
For example, if your ad sells women’s clothing, but the landing page you link to becomes a real estate page, this is not inexplicable.
14.Design advertising videos specifically set for mute
Many users are actually muted when using Facebook, such as me.
Therefore, our video must allow them to understand the content well even in the silent state, and even add subtitles.
For example, in our video, two people stand in a clearing and talk, there are no other scenes, and no subtitles. What should I do if others are muted? (Don’t design such a boring video)
Sound and dialogue can indeed add color to the video a lot, but even if there is no sound, our video must be very good.
Statistics show that 85% of Facebook users watch videos in silence.
So if our video is muted, we can see that the taste is the best, such as this kind of demo advertisement:
15.User reviews
If your Shopify store already has a lot of good reviews, you can display the good reviews of these users as the text information of the advertisement.
If there is really no comment, then make a fake comment (no way, life is forced)
Everyone likes to see the feelings and recommendations of other users, not just you as a business who is talking about how good and good your product is.
But what if you are promoting a new product? What if there is no comment? We can send other people’s products and let others evaluate them. That is to say, many brands are doing this now, whether it is a big brand or a small brand.
16.Sharing content other than sales
Not all advertisements must keep saying “Buy now! Buy now!”
Why am I about to throw up when I hear the ad for melatonin?
But in today’s society, people are really tired of watching advertisements that are too purposeful. Therefore, we can occasionally post content that is not so strong in advertising nature. You can promote an event, or share some brand stories, etc.
such as:
17.Ads track users who have visited our website
Many people who do Facebook ads may directly track some new users, people who have not been covered before. This is really important, and you are right.
However, it is more efficient to directly track users who have had contact with us before, because they already have an impression of our brand, and many have even seen our products, so they are likely to buy it.
How do we set this up?
The first step is to enter the Facebook Advertising Management Center
The second step, select settings, pixel
The third step, select “create custom audience”
The fourth step is to select all website visitors
carry out.
Of course, if you have your own ideas, you can also choose other options:
18.Record data
Advertising must not be done with our eyes closed all the way down, we also need to monitor these data regularly. The monitoring data is in the Facebook Advertising Management Center that I just mentioned.
First step, select “create custom conversion”
The second step is to select the category you want to track
There are many types here, and there are also scrolling down, including entering payment information in our shop, or adding a shopping cart, adding a wish list, etc., which can be recorded.
This part is the function of Facebook remarketing. If we can use this function, it will play a particularly important role in the conversion of our website.
Here, I just say one sentence, you have to build a funnel in the remarketing stage, and sometimes don’t make money from a product. This style of play is done by many people. It is directly introduced to the landing page, and then the user enters the LP, or Buy or not sell.
This style of play is still very rudimentary. You have to build a funnel and cooperate with other products to sell. Then no matter what the user clicks to buy or not to sell, no matter what button he clicks (except exit), you can benefit from it.
Let me throw out a point of thinking first, you can think more about this.