If you’re selling physical products, Facebook is proving itself to be a must-have advertising channel. Whether you’re yet to dip a toe in the water or you’re an old-timer, we’re seeing the number of competitors jumping in ramping up. So how do you get the edge?
My work at Nanigans involves studying performance and ad spend data across the hundreds of brands that use our advertising automation software — many of which are among the largest e-commerce advertisers, both domestically and internationally. Recently, both the data and signals from Facebook have pointed to several important trends e-commerce marketers need to take into account as they continue to shape their 2016 advertising strategy.
Another think of all the mobiles post… It’s undeniable – Facebook users clearly love accessing their newsfeed while on the go resulting in CTRs for e-commerce ads are now 200% higher than desktop. It’s obvious to suggest that your site needs to be up to the job to carry out a mobile transaction efficiently too. Check responsiveness, test customer journeys and look at payment methods to get the most from your Facebook mobile traffic.
Retarget customers with related products and convert basket abandonment with automatically populated carousels, personalised with your products.
While not appropriate for every e-commerce business, advertisers that have adopted DPA have seen noticeable improvements in performance compared with their ads using website custom audience (WCA) — a legacy means of targeting specific users on Facebook.
Return on ad spend has increased across the board for clients using DPA compared to custom audiences.
At the start of 2016 Facebook expanded the reach of their network to include mobile websites, not just apps. This change better places Facebook e-commerce ads in front of more relevant audiences where they are browsing rather than in the middle of using an app to complete a task or eclipsing a high score!
Facebook has been pushing video as a content source for engagement and it’s much the same for advertising, as the fastest growing format for e-commerce. Video ads have helped to lift conversion and increase return on ad spend.