The ULTIMATE FACEBOOK ADVERTISING GUIDE for E-COMMERCE A. INTRODUCTION 3 Contents B. ADVERTISING ON FACEBOOK 6 1. Ad Options: Why, How, Where and For Who? 6 F e b r u 1.2. Ad Formats: How Do You Want 1.4. Targeting Options: Who Are a r To Convey Your Message? 13 You Creating The Ad For? 21 y 2 ö Text only ads 14 ö Custom Audiences from 01 ö Single Image ads: Your Database 21 6 | Static or Dynamic 14 ö Custom Audiences from T ö Image Carousel ads: Your Website HE Static or Dynamic 15 (Retargeting) 22 U L ö Single Video ads 16 ò Custom Conversions 23 TIM ö Video Carousel ads 16 ò Standard Events 23 A 1.1. Ad Objectives: Why Are You T Creating The Ad? 7 ö Canvas ads 17 ö Lookalike Audiences 24 E F ö Clicks to Website 8 ö 360 Degree Video ads 17 ö Audiences Created From A C ö Website Conversions 8 Demographic, Interest, E B ö Product Catalog Sales 9 1.3. Ad Placements: Where Behavior and Connections O O ö Page Post Do You Want The Ad To Be Data: 25 K öööö EPAAOnappffggppeaer IE g nCLnesilgkamtaeaimelsglsn se t m ent 1111111110 Dööö isDMR(dpieogleasbhsykiktelt etoCdo p?Aop lp N uopmen wlNnys )e fweesdfe ed 11119888 òòòòò BMIBCnaeooteshnrreiance ve DsTictoaestrrim oTgTanoaersgrtgig nr eaegtpti innhggic s 22228569 ADVERTISING ö Local Awareness 11 ö Instagram Mobile 20 Targeting 29 G ö Search Bar 20 U ö Event Responses 12 ID E ö Video Views 12 F ö Lead Generation 12 OR ö Clicks to Message 12 E - C O M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 1 Contents F e b r u a r y 2 0 1 6 C. SELLING ON | FACEBOOK 74 T H E U 2. Creating Dynamic Product 2.5. Set your budget and schedule 1. Money Transfer L T Ads 30 a start date 66 Services 74 IM A T 2.1. Pfereedp:a re your product data 32 2.6. Trualregse ting: set audience 67 2. Shops on Pages 75 E FA C 3. Buy Buttons on Ads 76 E 2.7. Create your Dynamic Product B 2.2. Connect your product feed to O Facebook 60 ad template 68 4. Tickets for Events 76 O K 2.8. Analyze and report on A 2.3. Set up events tracking on 5. Dedicated Shopping D performance 71 V your site using the Facebook Tab 77 E pixel 63 R 2.9. Test and optimize to improve T IS 2.4. Create a new campaign and performance 72 D. CONCLUSION 78 IN G product sets 64 2.10. On going management of your G U Dynamic Product ads 73 ID E F O R E - C O M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 2 A Introduction If I had to guess, social F e b commerce is next to blow up. r u a r y MARK ZUCKERBERG (2011) 2 0 1 6 | Once primarily a social T H network for friends and family E U to communicate with one L T IM another, to follow and like news A T and activities, Facebook has E F A transformed over the years to C E become a highly effective digital B O O marketing platform. K A D Today advertisers have a multitude of options Dynamic Product ads were introduced in V E available to them. They can specify what February 2015, facilitating the automation R T they’re trying to achieve with the ad and what of ads for an entire product inventory. Fast- IS IN they’d like to track, how they want the ad to forward one year and we’re closer than ever G look, where it should appear (both within and to the possibility of actually completing a sale G U beyond the platform), and to whom it should directly on Facebook with “Buy” buttons on ID E be displayed. For e-commerce merchants ads (Note: currently still in BETA testing). F the game changed considerably when O R E - C O M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 3 Keeping a clear overview of these rules and making sure your product data adheres can be tough when you’re managing an inventory of thousands to millions of products. In such cases it is often only with the help of a dedicated feed management tool that you can customize and optimize your product feed quickly, easily and independently. F e b r u a r y 2 0 Facebook is now a key player in the evolution of e-commerce, sitting 1 6 in the same boat as some of the more traditional online shopping and | marketing channels, such as Google Shopping, Criteo and Zanox - T H and it needs to be managed in the same way too. E U L T IM A T E F A It is no question that Facebook has become an immensely C E important and effective channel for e-commerce businesses. B O O K In the following guide we will give you a brief overview of all the A advertising options available, focusing on those most relevant to D V e-commerce. We will take a deep dive into Dynamic Product ads, E R providing a step-by-step explanation, in which you’ll learn how to T IS create the perfect product data feed for Facebook. We’ll also share IN G Just like the ad campaigns on these channels, a successful Dynamic how you can manipulate your product data with the Productsup G Product ad campaign on Facebook begins with a high quality product Platform (the preferred data feed management and optimization U ID data feed (the file containing all your products and their attributes tool), in order to help you maximize your performance with Facebook E from which Facebook can draw the information it needs to serve the Dynamic Product ads. F O ads). As with Google Shopping, Facebook has very specific rules R E and regulations regarding the format and content of this file, and it is - C crucial that you know what these are and can adhere to them when O M you create your feed. M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 4 Facebook Today In 2015 Facebook was named as the most effective advertising platform by research firm eMarketer based on the ROI for every ad dollar spent. But what makes the platform so effective? F e b 1. The user base is continually growing: r u Facebook has over 1.59 billion monthly users a r y and 65% of those users log in daily. That’s +17% 2 0 more than in 2014. For daily mobile users the 1 6 number is a staggering 934 million. Users spend | an average of 40 minutes per day on the site. T H E U 2. The algorithm that governs a business page’s L T reach for posts has become far less charitable, IM meaning it’s much harder to reach even your A T E own Facebook fans with organic posts. F A C 3. Rich, personal user information makes it E B possible to create highly relevant ads that are O O delivered to the right consumer at the right K time, increasing the chances of conversion. 6. Social trust on Facebook is 7. When it comes to social A D seen to be much higher than commerce, Facebook is V E 4. Facebook allows advertisers to target on other social networks. winning the race by a long R T “Lookalike Audiences”, which means you Since people generally only shot: the platform drives 64% of IS can easily reach audiences similar to those you connect with people they total social commerce revenue ING have defined as your ideal audience. know rather than following and 50% of total social referrals G U strangers (as they do on (Source). It also accounts for ID 5. Facebook is a great platform for building brand E other social networks such as 1.32% of e-commerce traffic in F awareness, since new potential customers Twitter or Instagram), they’re the US (Source) and drives more O R can be discovered through targeting their more likely to be influenced than two thirds of the total mobile E interests and behavior. by these people’s actions and commerce traffic (Source). -C O recommendations. M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 5 B Advertising on Facebook 1. AD OPTIONS: WHY, HOW, WHERE AND FOR WHO? F e b With so many options, OBJECTIVES ru a taoovnoa lFsilaa acbneledb ofcoohrk oa itdcoevdesa ryt,is iitn g AD OPTIONS Clicks to website Website conversions Product Catalog Sales Page post engagement Page promotion/likes App install promotion App engagement Local awareness Events responses Offer promotion Video views Lead generation ry 2016 | T can be difficult to know Install now O O O O O p O O O O O O H Use app O O O O O p p O O O O O E where to begin. Play game O O O O O p p O O O O O U L Shop now p p p O O p O O O O p O T Book now p p p O O p O O O O p O IM In order to create an ad, you first Learn more p p p O O p p p O O p p AT Buy on www.example.com p p p O O O O O O O p O E need to know what you are trying Apply now p p p O O O O O O O O p F A to achieve with the ad and have ON Sign up p p p O O p p O O O p p C ap lagcoeomd eidnet aw oillf wwohrikc hb efosrtm foart tahnadt O-ACTI DWoawtcnhlo vaiddeo pO pO pO OO OO pp pp OO OO OO pO pO EBO S-T Watch more p p p O O p p O O O p O O objective. LL Listen now O O O O O p p O O O O O K CA Contact us p O O O O O O O O O O O A D It’s a good idea to start by asking Send message O O O O O O O p O O O O V Call now O O O O O O O p O O O O E yourself this question as the Get directions O O O O O O O p O O O O R T answer will affect the choices you Interested O O O O O O O p O O O IS Get quote O O O O O O O O O O O p IN have available to you. Subscribe O O O O O O O O O O O p G Open link O O O O O p O O O O O O G Though this guide is focused ATedxdt ioonnlayl CTAs (API only) pO pO pO pO OO pO pO OO OO OO OO OO UID primarily on how to use Facebook E to increase product catalog ATS SViidngeole image pp pp pp pp pp pp pp pO pO pO pO pO FO M sales, we’ll start with an overview FOR IVmidaegoe c caarroouusseell pp pp pp pO OO pO pO OO OO OO pO OO R E of all the available advertising Dynamic Product Ads p p p O O O O O O O O O -C O options to give you a better S Desktop Newsfeed p p p p p O O p p p p p M T understanding of how and exactly EN Mobile Newsfeed (With p p p p p p (mobile only) p (mobile only) p p p p p M M Audience Network option) E E where e- and s-commerce fits in. LAC Right column (desktop only) p p O p (photo & video only) p O O O p p p O RC P Instagram mobile p p O O O p O O O O p O E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 6 1.1 AD OBJECTIVES: WHY ARE YOU CREATING THE AD? These can be found in the Campaign level of F the ad creator tool (if you’re using the Power e b Editor). ru a r y 2 There are currently 12 different objectives you can choose from (with a 13th option coming soon): 0 1 6 1. Clicks to Website 4. Page Post 9. Local Awareness | Engagement T 2. Website Conversions 10. Event Responses H E 5. Page Likes U 3. Product Catalog 11. Video Views L T Sales: Dynamic 6. App Installs IM Product Ads (a 12. Lead Generation AT 7. App Engagement E separate option 13. Clicks to Message (still F from the standard A 8. Offer Claims being rolled out) C objectives) E B O O K A D V Best Practice: Use Call-to-actions E R Even though it is not actually mandatory to include a call-to-action in your ad, T IS it is always recommended to include one as it can increase click-through-rate IN G by up to 50%. Facebook offers a different set of call-to-actions for each ad G objective. Different options are also available for those marketers who use the U ID Facebook API. If you’re not sure which call-to-action will work best for your ad, E try running an A/B test. F O R E - C O M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 7 2 “Website Conversions” - Get more conversions Optimizing for conversions helps STORE advertisers spend more efficiently, since they’re only showing their F ad to people likely to purchase. e b r u FACEBOOK a r y 2 In order to encourage people to 0 1 take a specific action on your 6 | website; to track and increase T conversions from Facebook H E users, you’ll want to create U L a “Website Conversion” ad T IM with a call-to-action, such as A T 1 “Shop Now”, that urges a direct E “Clicks to Website” - Send people to your website response. F A C In order to drive more traffic to a particular section of your site, you’ll E B use a “Clicks to Website” ad. All you need to do is enter the URL O O you want to generate more traffic to e.g. www.mystore.com/sales, and create a template with an image, video, or collection of images EXAMPLE K A D - depending on the format you choose. Clicks to Website ads are by V E default automatically optimized to reach people who are likely to click. A retail fashion brand wants to increase conversions R T on their new winter jacket range. They set up tracking IS EXAMPLE on their website to identify users who add winter ING jackets to their shopping cart and target them with G U ads for selected winter jackets. An online fragrance store wants to drive more ID E people to their winter sale page, so they use an F O ad with a link leading to this section of their online R E store and include the call-to-action “Shop Now”. In order to set up this type of ad you’ll need to install a conversion - C tracking (Facebook) pixel on your website to measure your O M results. Ads are targeted by default to users deemed most likely to M E convert (from within the audience that you are targeting). R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 8 “Product Catalog Sales” - Dynamically promote products from your online catalog 3 “Product Catalog Sales” - Dynamically Choose Dynamic Product Ads when you want to: promote products convert cart- cross-sell from your online abandoners into complementary F catalog e buyers products if shoppers b r u only purchased the a encourage shoppers r y Generate ads for to discover similar main item (note that 2 0 this option is still being 1 your entire product pcarotedguocrtys in a product rolled out) 6 | inventory based T upsell products with H encourage shoppers E on a scalable, who haven’t visited higher margins (note U L that this option is still T dynamic template, your site in a while to IM being rolled out) return A [featuring] the right T E F products to the A Dynamic Product Ads are also applicable for verticals C E right people. other than retail, such as: B O Hospitality Technology O FACEBOOK K Property Telecommunications A D If your objective is to generate V E sales from your entire product R T catalog, you’ll want to choose IS IN the objective Dynamic Product G ads. Dynamic Product ads are G U Facebook’s version of Google’s ID E Dynamic Remarketing Display F Most important objective for online ads, designed to retarget users O R retailers and the focus of this guide who have already visited your E - online or in-app store. C O M M E R C E Real product data control www.productsup.io [email protected] +49 30 60 98 53 55 | +1 415 445 4645 9