If you have a Facebook account, which is highly the case, then you’ve come across Facebook Ads. Sometimes you may find them a nuisance and annoying, but they are very important to business owners. When used correctly, Facebook Ads can effectively and powerfully increase the traffic and conversion rates of a business – especially when it comes to an Amazon FBA business.
Facebook has over 2.7 billion active users, making it the biggest social network globally. It’s also the first platform to have surpassed the one billion mark. As a marketer, it’s hard not to take the opportunity presented by this massive audience.
But why Facebook Ads? Why should you use Facebook Ads for your Amazon FBA business?
Benefits of Facebook Ads
Facebook Ads offer lots of benefits. Here are most of them:
Lots of people search for products on social media
As per research, 21% of consumers begin to search for products on social media. And since Facebook is the biggest social media platform, it becomes a huge beneficiary of this.
You can get customer data
With Facebook Ads, you’ll be able to get valuable customer data such as email addresses. This is something that Amazon won’t offer you.
Facebook has a Large Audience
Facebook is big, it’s massive, and everybody uses the social network. As a business, you cannot ignore it. Did you know that the average adult spends 2⅓ of their time on social media, with Facebook taking 38 minutes? People are always on Facebook, and that’s where most of your potential customers are.
You can Laser-Target Your Customers
As a marketer, you need to understand your audience – their age, demographics, behaviors, interests, and the languages they speak. Facebook’s targeting capabilities are amazing, and more effective than those of other platforms.
With these advanced targeting options, you’re able to only target people who are really interested in your product or service. Thus, your conversion rate increases and you can make more money on Amazon.
Advanced targeting option is one area where Facebook is better than most other platforms.
Finding New Leads is Easy
Facebook derives ‘People You May Know’ by checking friends in common, contacts you’ve uploaded, or people you’re in the same Facebook group. And the chances are that there’s always someone you know from the list.
Lookalike audience by Facebook uses the same concept. Facebook allows you to target people similar to your existing audience who are more likely to purchase from you. You can build a lookalike audience based on Facebook custom audiences.
How to use Facebook Ads for Your Amazon FBA Business
Most people who scroll through Facebook are not there to actively shop or make a purchase. They are on the platform to check out new pics and see what their friends are up to. Therefore, sending such people directly to an Amazon Listing is less likely to result in a conversion.
The buying intent of such traffic is low, as they’re not ready to buy. This kind of traffic is known as cold traffic. A person browsing on Amazon is more likely to make a purchase than a person on Facebook.
Also, you shouldn’t send traffic directly to an Amazon Listing from Facebook because you can’t track any occurring conversions. To solve this problem, you need to send cold Facebook traffic to a landing page before directing them to your Amazon Listing. This way, you can collect crucial consumer data, track conversions and encourage purchases.
The biggest advantage of this strategy is that you’re able to collect customer emails. As an eCommerce entrepreneur, emails are gold mines – one of the most valuable marketing assets you can own.
You’re wrong if you think email marketing is outdated. Here’s why email marketing is a huge opportunity for your business:
- Email comes third as the most influential source of info for B2B audience, only behind industry-specific thought leaders and colleague recommendations.
- Click-through rates for B2B email campaigns are 47% higher than those of B2C emails.
- Consumers who buy products through emails spend 138% more than other platforms.
- 73% of millennials prefer email as a means of business communication.
So, what’s the actual ROI of email? This obviously depends on your business, the size of your list and type of product/service you’re selling. However, B2B companies are likely to have higher ROI as their consumer margin is a bit broad. With that, the average email marketing ROI is 122%, four times higher than any other digital channel.
If you want to be a successful Amazon seller, you need to use email marketing.
What’s a Landing Page?
A landing page is a standalone single-page website that captures leads and provides a visitor with more information about your product. It’s where a visitor lands before being directed to your Amazon Listing. It acts as an intermediary between your Facebook Ad and your Amazon Listing.
As mentioned earlier, a landing page helps you acquire your visitors’ emails. But it also has other advantages too. It warms up traffic so that more people are likely to make a purchase.
Use infographics, images, and even videos to share more info about your product to the visitor in your landing page. You can even offer them one-time discount codes as incentives in exchange for their email addresses.
A landing page makes use of the Facebook pixel. This is a code generated by Facebook that generates data on how visitors interacted with your landing page. It shows whether a visitor took action on your site, when they left your landing page and where they went next.
If a visitor isn’t interested in your product, they can click out without visiting your Amazon Listing and affecting your conversion rate.
How to set up Facebook Ads for Your Amazon Business
Now that we know the importance of Facebook Ads and what they bring to the table, we move on to the next step: Setting up Facebook Ads for your Amazon business. The process isn’t difficult but requires precision and the right strategy.
In this section, I’ll show you how to set up your Facebook ads account, how to create the right type of ads, and finally, how to define your target audience.
Create a Facebook Page for Your Business
The first step is to create your Facebook Business Page. You can customize it completely towards your brand. The business page is an excellent place to tell your customers about your products and promotions. It is where you grow your audience.
Since customers visit your business page to learn about your products, you need to populate it with your brand. Build credibility for your brand. Add images if need be, and share out every relevant information about your products.
Visitors will have the impression that you’re a real brand that deals with high-end products. If a customer comes across a blank business page, they’re highly likely to question the brand’s credibility.
Set Up Your Campaign
Once you’re done creating and filling out your business page, you’ll need to set up your ad campaign. The business page contains a menu on the left-hand side. Choose the ‘Ad Center’ option. You’ll be required to share your billing information (credit card number) to pay for the ads.
The next step is to choose a campaign objective for your campaign. This objective helps Facebook to optimize your campaign and your conversion rate. Since the campaign goal is to convince customers to purchase your products, choose ‘Conversions.’
There are various objective options to choose from. Go for what works best for your products. Add your campaign name, then click ‘Next.’
The site will direct you to another page where you’ll set your schedule and daily budget.
Target Your Audience Interests
Targeting your audience’s interests determines who sees your ads. So, it’s important to take time and caution in this step. Ensure your target audience is as specific as possible to capture the right people and avoid wasting money.
At the Facebook Ads Manager, there is a section called ‘detailed targeting’ where you choose the specific interests that your audience enjoys. These interests include their hobbies, favorite tv shows, actors, movies, people, entertainment, business, and profession. Don’t forget to add ‘Amazon.com’ as one of your interests to capture Amazon customers.
The more interests you add, the more you narrow down your audience. So, add as many interests as you can. This is also the section where you’ll choose your target location, language, age and gender.
Create Your Ad
This step requires you to get creative. First, choose your Facebook Page as your ad’s display. Next, decide on the structure of your ad. Choose between a single video or image or a carousel.
The ‘Ad Creative’ section allows you to upload your videos and images and fill in the ad copy (texts for the ad). Try to keep the ad copy short, interesting and to the point.
Perform a Split Test
Before hitting the road, a car must undergo a road test to check on its fitness. The same applies to Facebook Ads. You need to monitor the performance of your campaign on a daily basis. This way, you can gauge its effectiveness and make changes where necessary.
Conclusion
Running Facebook Ads is a matter of trial and error. It’s an art that requires time, patience, and practice. However, as you progress, you’ll notice how powerful and effective it can be, especially when sending traffic out to Amazon. The Amazon attribution tool makes everything even better. You can monitor your ad’s performance and improve where necessary.
If you haven’t been using Facebook ads, what are you waiting for?