As one of the first social media platforms, Facebook paved the way for modern digital marketing and advertising. It’s also the most popular platform for advertising, with nearly 90% of all businesses using it in one way or another. With this information, it’s safe to say that if you’re a business owner and you’re not advertising on Facebook, you should start as soon as possible.
Besides being the most popular advertising platform, you can generate a ton of revenue with little investment, making it cost-effective. However, you can’t just throw up a random advertisement on Facebook and expect it to perform well. There’s a strategy to it, and in this blog post, we’ll go over how to create successful Facebook campaigns for your Amazon products. Here’s everything we’ll cover:
- Why Facebook advertising is important
- Setting up your products for success
- Creating a landing page
- Optimizing your listings
- Testing your ads
- Helpful Facebook advertising tips for Amazon
- Setting up your Facebook ad account
- Testing audiences
- Creating a compelling ad & tracking results
- Is it worth it?
Table of Contents
Why Facebook Advertising is Important
If you’re trying to get your product in front of people, you want to advertise where those people are. And now more than ever, people are online – more specifically, on Facebook.
There are more than 2 billion active monthly users on the platform, and when you know how to use it right, you can target specific audiences who will be interested in purchasing your product. You can get so specific with these audiences that you can target people who have purchased products similar to yours using lookalike audiences.
Simply put, Facebook advertising is great because it will almost always help you sell more products, ultimately driving revenue and growing your business. If this all sounds great to you, let’s dive in and learn what it takes to create a successful Facebook campaign.
Setting Up Your Products For Success Creating a Landing Page
There are a few reasons you should have a landing page on Amazon, but the main one is that it allows you to grow an email list. Having that email list opens up new possibilities with your customers, and more importantly, you can reach them directly and offer discount codes, ask for reviews, or retarget people who didn’t purchase from you the first time.
When people click on your ad from Facebook, the product needs to be as easily accessible as possible, and a landing page can help you achieve this.
Another great feature Facebook offers is the Facebook Pixel, and you can’t implement it without an Amazon landing page. That pixel will let you see your conversion rates and build audiences to retarget, so the landing page is crucial if you want to see those key metrics.
Optimizing Your Listings
Before you even think about putting your products up on Facebook, you need to make sure that your Amazon listing is optimized. If you don’t, you’ll be wasting your time and money.
here are a few different ways to optimize your Amazon listings. First, make sure that all of the copy in the listing is optimized for conversions and Amazon SEO. When your copy is solid, people are more likely to find and purchase your products, and Facebook will recognize it as a good thing. Next, you’ll want your branding and product photos to be top-notch. If you have bad product photos or branding, people will scroll past your product and look elsewhere. Lastly, you’ll want to utilize Amazon’s Sponsored Products ads.
To learn more about SEO and how to optimize your Amazon store, click here.
Testing Your Ads
A massive mistake that Amazon sellers make when promoting their products on Facebook is not doing split testing. Facebook can tell you so much about your customers, and testing is a great way to start uncovering that information.
To start, take two of the same ad but change the photo. You can use the identical copy and everything – swap the pictures out or use a video instead of an image in one of the ads. The higher-performing one will tell you what your audience likes to see more.
Here are a few other variations you can do:
- Collect email vs. don’t collect email (offer a coupon code)
- Change up your targeting audience
- Change the ad creative
- Change the ad copy
When you’re A/B testing, choose only one of these things to change so you know what your audience is reacting to when one ad or the other performs better.
Over time, Facebook will collect more and more data about your audience, and it will become easier to target specific groups of people who you know will want to buy your product from your ads.
When you’re testing your ads, don’t over-do it. As soon as it’s clear that one ad is consistently doing better than the other, turn the other ad off and let the well-performing one shine on its own. The more social proof (likes, comments, shares) you can get, the better, and directing that social proof to one ad will benefit you.
Helpful Facebook Advertising Tips For Amazon
Creating effective Facebook ads for Amazon can come with a learning curve, but you don’t have to do it alone. Here are a few helpful tips for setting up a campaign:
- Setting up your Facebook Ad account
To make a Facebook Ads Manager account, the first thing you’ll need to do is create a Facebook business page. Once you do that, your Ads Manager will automatically link to your account. Next, you’ll confirm all of your information, set your time zone, and make sure the currency is correct.
Next, you’ll set up your payment method and set your Account Spending Limit. Once you’re all set, you can put up a profile photo, select a cover photo, and start posting. You can also upload ads, and once they’re approved, the magic will start happening. For a more detailed guide on how to set up a Facebook Ads Manager account, click here.
- Make sure the offer is compelling
Your copy, imaging, and audience can be nearly perfect. But if you don’t have a compelling offer, you won’t make sales.
You’ll want to offer a high discount that will capture your audience’s attention, but there’s a fine line between finding a great deal and thinking something is too good to be true. To avoid coming off as spam, give a high discount, make the ad look nice, and run it for 7-10 days. Having a straightforward and compelling ad will lead to higher conversions.
- Test different audiences & track your results
Facebook has nearly endless ways to build and test audiences, so you can keep testing until you find something that works. And because interests are constantly changing, your audiences will most likely change too.
One great way to find new customers is to test lookalike audiences. Lookalike audiences consist of people who have the same interests as the people you’re currently marketing to, so people tend to find a lot of success there.
It’s also important to keep in mind that not every audience will work the same way. If you have a niche product, a more specific audience will likely provide the best results. If your product is broader, you’ll be able to find success by targeting a wider audience.
Again, when you’re testing audiences, make sure to serve the same ad to each audience. When you’re testing the ads, serve different ads to the same audience. Once you find out which audience is reacting better to the ad, you’ll be able to turn the lower-performing ad off and run the higher-performing one with more budget to back it up.
There is a lot of testing, trial, and error associated with Facebook ads, but they can also bring a very high reward.
Is Facebook Advertising worth it?
The short answer is yes. Facebook advertising is a great way to build your business and drive revenue and gives valuable insights on your audience that you wouldn’t be able to find elsewhere. If you do it right, advertising on Facebook can be one of the best things you do for your business.
If you want to learn more about how to grow your Amazon business through Facebook marketing, the experts at Laser Sight Digital are here to help.