If you haven’t already read the ECommerce Google Ads For The Holidays post, I highly recommend taking a look at it. In this post, we will focus on ECommerce Facebook ads and how you can effectively promote your holiday sales. It’s important to note that even though you may be targeting holiday sales, it doesn’t mean you should neglect awareness or first-touch ads.
Let’s start with the awareness stage. One highly effective awareness ad for ECommerce brands is an ad that tells the story of your company. Share a brief history of your company and how it was started. This helps users feel connected to your brand. Underneath the company description, you can include a brief overview of the products you sell or a testimonial. Remember, this ad is targeting new users or those who are unfamiliar with your brand, so sharing the story of your company can help establish that connection.
Another successful awareness ad for ECommerce brands is what I call listing ads. The headline or first sentence of the ad can mention what you sell, followed by bullet points highlighting the key features of your products or brands. Keep the bullet points concise, using one to five words per bullet and limiting them to one line of text. Include bullets such as “free shipping,” “high-quality materials,” “money-back guarantee,” and so on. These bullets should convey the message clearly within a quick glance of two to four seconds. You can even get creative and use emojis as bullet points. For example, if you sell clothes, you can use a shirt emoji as a bullet point.
ECommerce Facebook ads that highlight partnerships or publications where your brand has been featured also perform well. If your brand has been showcased in a magazine, you can target users who are fans of that magazine with an ad mentioning the feature. Users who already trust that publication will automatically view your brand more seriously because of the trust they have in the publication. This approach works particularly well for smaller brands that users may not have heard of before. You can create an ad that says “As featured in” and tag the brand or magazine.
Now, let’s move on to sale ads, which are optimized for purchases. These ads are specifically designed to encourage users to buy your products. There are two key audiences you can target for these ads. The first is your email list. You can upload your email list and create a unique ad set to target these individuals. The second audience consists of users who have added items to their carts within the last 45 days. These users may have discovered your products through an awareness ad on Facebook/Instagram or through other channels such as SEO.
When creating sale ads, one effective approach is to use product ads that target based on your product catalog. These ads allow users to see the products they added to their carts but did not purchase. Since these users are being retargeted, the ads don’t necessarily need to be text-heavy. A catchy reminder to complete their purchase or a generous discount code can often do the trick.
However, it’s important to avoid a common mistake when running sale ads – not having a sufficiently large retargeting pool or email list. It is recommended to have at least 1,000 people in your remarketing pool before launching these sale ads. If your pool is too small, the same users may repeatedly see your ads without making a purchase, leading to wasted ad spend. For new brands, it is often more effective to focus on building awareness through earlier ad stages before running sale ads. This approach will yield a higher return on investment, and once Facebook and Instagram have enough data to identify users within your target audience who are likely to make a purchase, the algorithm will find them at a lower cost to you.
By implementing these strategies and avoiding common pitfalls, you can make the most of your ECommerce Facebook ads and drive successful holiday sales. Remember to focus on building awareness, engaging with your target audience, and optimizing your ads based on the desired actions, whether it’s conversions, purchases, or other goals.
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