Facebook Advertising Tips for 2016

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.

Facebook Mobile

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.

Dynamic Product Ads

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.

Facebook Audience Network Expansion

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!

 

Video

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.

 

Brands often struggle when it comes to “brand messaging” and being part conversation. Social marketers will often keep their eyes on emerging news stories, with the Trending hashtag section on Twitter for example, but the challenge is to then work out how your brand fits into the conversation.

Sadly for someone at Homebase this morning, they didn’t quite think it through…

 

Homebase #RIPPRINCE Tweet

Following coverage on the Daily Mail, The Sun, Mashable to name just three outlets, I feel for the person who did make an ill-judged tweet. This example goes to show

  1. Social media is social – people will comment and let you know very publicly when you get it wrong.
  2. Social media training and guidelines can provide a framework as to how your brand avoids these situations, and if it does go awry how to handle it!
  3. Shoehorning marketing into conversations is usually best avoided. There are times when it works, as a guide if it makes people laugh it could work.
  4. Don’t just throw in hashtags to attempt to gain visibility. Be relevant.