Stiddle’s step-by-step guide to Facebook Ads Manager for your E-Commerce Funnel
Introduction to Facebook Ads Manager
“Facebook has more than 2.4 billion monthly active users, and is the most popular social network in the world.”
When we started marketing for Facebook, the first thing that caught our eye was this sentence. As a Facebook account with almost one European and American staff, what can we do for E-commerce sellers?
Some people say that sellers only need to understand and selectively use Facebook Ecommerce ads until the middle and late stages of its operation. We’re here to tell you that’s wrong.
First of all, we need to know that Facebook advertising is not complicated, but advertising costs are really high. If you want to invest a lot of advertising, you really need to go to the middle and late stages of the operation in all aspects.
But at the same time, when we push new products, Facebook is actually an essential tool. On the one hand, it can accumulate information about potential customers and build a traffic pool for us; on the other hand, because of the precise positioning of the crowd, it is also an effective means for us to build a brand when the brand is not well-known. At the same time, Facebook also has Messenger and WhatsApp, which have multiple advertising channels and more options.
Generally speaking, in different stages of Amazon’s operations, different functions of Facebook advertising are used. We should treat it as a necessary tool.
Below we will explain in detail the delivery method of Facebook ads and the use of different stages.
This blog will cover the following:
1. Advertising setup steps
2. Research options for interested audiences
3. How to set up similar audiences
4. Create a funnel
1. Advertising setup steps
Step 1: Set advertising goals
First of all, we must clarify the establishment of this ad group, whose goal is mainly to achieve:
(1) Draining traffic from Facebook to independent sites
(2) Attract the heat of my homepage activities
(3) Increase the number of page views of the homepage content
(4) Increase the interaction rate of the homepage
Campaign name: main structure (advertising target + interactive method + delivery country + language + delivery category)
Step 2: Enter the Facebook Ads Settings Center
Set relevant parameters and goals
Step 3: Choose Facebook advertising goals related to e-commerce
The essence of Facebook advertising is the match between content and crowd. We generally choose the following three main goals:
Including selling products or selling services as the goal
(2) Engagement interaction rate
The goal is to increase the effect of interaction with fans on the Facebook homepage or self-media activities that promote their products
(3) retargeting remarketing
Perform secondary marketing for users who have not made a purchase but have interacted before (this content will be involved in the subsequent Facebook remarketing part).
Step 4: Define the audience and specify the budget
- Defined audience includes: region, age, gender, language, interest, behavior, relationship (for example, whether to like the homepage before). In the setting level of relationship, deep customization can be carried out. For example, the delineable group is to click a specific APP.
- The form of designated budget is divided into two categories: Daily daily budget, and lifetime in the entire advertising cycle
Step 5: Create an ad
1. Can recreate an ad
2. Use an existing creative
The text description part of the advertisement can be displayed with 90 characters, pay attention to the arrangement of high-click characters.
There are three main types of creatives. At present, in order to achieve better results for advertising, it is recommended that you choose the video format.
Step 6: Choose where to place your ads
1. Follow Facebook’s advertising recommendations
2. You can adjust the ad placement position yourself, and try to place it on the feed page
Step 7: Complete payment
Wait for the Facebook advertising team to review and publish after the review is passed.
2. Research options for interested audiences
In the last part, we know that the essence of Facebook is the matching of content and people, so how to segment our audience and how to choose people who meet our product needs as much as possible?
In actual applications, it is the Detailed Targeting option.
Let’s take the example of selling fishing rods in the US market.
I am preparing a new batch of products on amazon and want to advertise a low-discount pre-sale event on Facebook. Then the people I select on Facebook must be interested in fishing, so how do I segment the audience at this time?
We can achieve this in three ways:
1. People who are interested in fishing and are willing to subscribe to paid magazines
After clicking to enter the website, check whether this website has a subscription option for paid magazines. Customers who need to pay for magazines are more likely to buy our rod products
Then we can choose this magazine name as an interest choice for targeting people: Field & Stream
The Engaged Shoppers in the red box above is a fixed option in our Facebook ads with purchase as the conversion goal. It means the circle of people who made purchases after watching Facebook ads in the past week.
In this way, our Facebook ads have a more precise segmentation of the crowd. This crowd refers to people who are interested in the sport of fishing and have made purchases after viewing related advertisements in fishing magazines in the past week.
2. Websites or store names related to fishing
The same procedure is the same as that of the audience of the phishing magazine. Check whether the website has paid related digital products, or whether the store can be searched in the interest audience column. If so, record the URL as the target audience an indicator of.
3. Facebook likes survey
To identify new audiences by investigating the “Facebook likes” option of consumers who have made purchases or showed purchase intentions in Facebook ads about fishing rod products.
The detailed operation steps are as follows:
(1) First we search for the keyword fishing rod “fishing rod” on Facebook
(2) Then we click on the ads with the most messages and comments
(3) It can be seen from his message that he is a person with a lot of buying experience, and we initially judged that he may be a crowd we can locate.
Next, we click on his homepage to see his likes option
(4) Click the likes option, search for the keyword fishing in this web page
(5) At this time, there is a search result, “Parkersen Fishing” community, we can target this community to the “interest audience” column of Facebook ads.
Through the above three methods, we continue to accumulate the interest of the audience, record it, and then continue to test, so that we will find the target audience faster and more accurately, and then improve the Facebook advertising score.
3 . How to set up similar audiences
Facebook advertising has a very important function, which is the setting of similar audiences. After our long-term testing, the purchase cost of forming orders through similar audiences is usually only one-third of the purchase cost of new audience orders, and it has a very important role in the later expansion of Facebook advertising . The setting method is as follows.
Click the audiences option
To create a similar audience, you need to create a Custom Audience (custom audience)
For our cross-border e-commerce sellers, after running a Facebook advertisement for a period of time, the initial traffic sources that can be selected are mainly the website and customer list shown in the figure above (the consumer email list obtained by other means, Then upload them to the Facebook advertising account by themselves) these two audiences. Here I take the website audience who has been to our independent station as an example.
If I want to target the past 30 days, browse my independent station (with HTTP: // baidu.com for example), and completed the purchase of the crowd, I think this part of the people as my source to create a similar audience crowd, You can also define this part of the population as seed users
The small print in the second line of the picture is “Include people who meet any/ all of the following criteria”. The “any/all” option here is equivalent to meeting one of the conditions, or the audience selection that needs to meet all the conditions. The following All website visitors are the behavior of the audience in the past 30 days.
In this way, the source audience I created is the group of people who came to my independent station and completed purchases in the past 30 days. This group is used to allow Facebook ads to tap similar groups of people, so as to achieve the purpose of expanding the volume and promote my ads to more The similar crowd.
After completing the above steps, we can name our source audience. Generally speaking, the naming rule is: “Purchase-specific product-Past30days”.
After creating the source audience, you can start to create lookalike audiences, that is, similar audiences. The operation method is as follows:
After clicking lookalike Audience, I will explain to you one by one:
1. Select the source audience you just created, that is, the audience name: Purchase Purchase-Specific Product-Past30days
2. It is the region to choose the audience, we can choose USA for the US market
3. The size of similar audiences
Generally speaking, when we first test people with similar audiences, we can select those with similarity to our source audience within 1% (the smaller the percentage is, the more similar your source audience is, the more similar the interest of the crowd, the larger the percentage number. The greater the deviation). If the effect is good, create a similar group of people with a percentage of 2%, 3%, etc. later.
At this point, we have completed the creation of similar audiences. Let me explain to you how these similar audiences are selected in advertising.
Enter the Facebook ads manager to create an ad, and you can see the similar audience you just saved in the section about Audiences
Click on the corresponding similar audience group.
4. Create funnel
This part mainly explains how to better analyze the conversion path of Facebook so that our advertising effects can form more conversions under a limited budget.
When we are advertising, the normal conversion path will go through the following five steps:
1000 90 50 40 30
The above data shows that 1,000 people watched our ad content, 90 of them added to the shopping cart, 50 initiated payment, 40 added credit card information, and finally 30 completed the purchase.
For our e-commerce, Purchase is the ultimate conversion goal, but the first four steps are also an indispensable part of this conversion sequence. The most expensive conversion cost is Purchase, followed by Add Payment, initiate Check out, Add to cart, and view content. Among these conversion steps, the closer to the purchase step, the better the conversion effect.
Take the above picture as an example. Assuming that our weekly Facebook advertising budget is $500, what is the amount that can be spent on each conversion step above? view content 0.5 US dollars per time (500/1000); add to cart 5.5 US dollars per time (500/90); Initiate check out 10 US dollars per time (500/50); Add Payment Info 12.5 US dollars per time (500/40) ; Purchase 16.5 US dollars per time (500/30).
Next we come to the Facebook advertising account to create an analysis funnel
Select pixels option
After entering pixels, select Funnels to establish a conversion step analysis
The data shows that in the step of Add Payment info, the number of conversion results formed by Purchase is basically the same, but the conversion cost each time is much worse. As mentioned above, the conversion cost of each Purchase is $16.5, and the conversion cost of each Add Payment info is $12.5. With a Facebook advertising budget of $500 per week, if I put the focus of Facebook advertising optimization on the Add payment info step, I can produce more conversion results, so that our conversion effect is better.
The conversion results in Facebook need to be tested continuously. It is possible that the conversion effect of Add to cart is better than the purchase step. Continue to test and accumulate, you will always find a suitable advertising strategy.
Above, we have explained the steps of Facebook advertising setting through more than 3,000 characters; how to research and select interested audiences; how to set up similar audiences, and how to build funnels. As mentioned at the beginning, Facebook is an indispensable tool when we promote new products, as well as a necessary means for mid- and late-stage operations. You can increase the degree of attention.
Confused? You should be. There is an entire industry built to capitalize on your confusion. We are here to offer you an alternative.
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