Whether you’re looking to simply boost your social media profile, drive traffic to your website, target a specific audience or do all of the above, Facebook’s marketing potential allows for a high level of versatility and precision in terms of advertising a product. Now if you run an e-commerce business then the end goal will always be to drive traffic tour site and have users, ultimately, buy something.
If you consider that 95% of people who visit your website leave without making a purchase, then you should realise that extra steps must be taken to get those purchase conversions up.
First things first, I would strongly recommend setting up Facebook’s Pixel feature, this allows you to track activity on your web-store alongside metrics for your social channels. That’s not all, however, Pixel also allows you to use the gathered data to create targeted ads, magnificent!
Using this method you can start retargeting, this means you can have your ads focus on the aforementioned 95% who leave without buying and hopefully encourage them to resolve their unfinished business subsequently giving you business.
In terms of return on investment, retargeting generally boasts 200% or higher, for every £1 you spend you get £2 back on average essentially. The key to this success is recognising that people who are already aware of your brand and recognise it are more likely to become customers than people who are otherwise unaware.
Following on from this, you should aim to advertise the products which your customers have expressed interest in primarily.
Make sure that your ad encapsulates the unique selling points of your product or service so as to further add to the potential for conversion.