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Facebook and Instagram Ads for eCommerce – 7 Proven Tips to Grow eCommerce Sales Fast

Organic reach from social media is rapidly declining due to periodic algorithm updates and people are mostly seeing personalized content into their feed. This is rapidly changing field where a brand should always try to grab the prospect customer’s attention.  If you are an ecommerce business and want to leverage the true potential of the social media, you must try Instagram and Facebook ads now. Let me tell you how?

You might notice no similarity between Samsung, Honda, and P&G. But these are among the brands that are reaping the benefits of Facebook and Instagram advertising

But Facebook and Instagram advertising are not only for big brands. Small businesses are leveraging them too. With around 3 billion active users, Facebook and Instagram present you with an opportunity to reach your target buyers and sell your products.

As per the recent announcement by Facebook, 90 million small businesses use Facebook and there are over 6 million active advertisers on the platform.

So, in this article,we are listing out tips to do Facebook and Instagram advertising the right way. But first, let’s answer the important question –

Can Instagram and Facebook Ads Boost eCommerce Sales?

Yes, they do. The social media presence builds brand awareness, improves customers’ loyalty and brings quality leads. Checkout this reach case study of Cadbury 5 star which got a 5.8x return on their ad spend on Facebook and Instagram ads.

cadbury 5 star ad example on Facebook

The team collected weekly sales data from the top eight Indian cities over 15 months. And after analysis, they found that the Facebook video ads brought 2.6x return on ad spend as indexed to TV. Instagram ads, on the other hand, saw 1.8x ad spend return as compared to TV.

Garnier too has a similar story. With Facebook, Garnier Color Naturals saw a 7.4x return on investment indexed to TV.

example of garnier India ad on facebook

Yes, Facebook ads help you display products, which certain users are most likely to buy. So, it is time you get serious about advertising on Facebook and Instagram.

Here are the sure-shot advertising tips to generate eCommerce sales on Facebook and Instagram:

7 Proven Tips to User Insta and Facebook Ads to Grow Your Sales

Let me show you how you can utilize social media ads to improve the sales from your ecommerce store. Here we go:

example of ad appearances on instagram and facebook

1- Pick the Right Ad Format for Different Goal

Facebook has many ad formats that cater to different needs. So, the first step would be to decide whether you want people to visit your website, go to your store or buy your products online.

types of ads in facebook advertising

To boost eCommerce sales, carousel ads, messenger ads and collection ads can be your choice of ads. The collection ad format is exclusively for mobile and it offers an in-app “instant experience” to browse your product catalog. And in a carousel ad format, you can show up to ten product images or videos.

Image ads, Video ads and Slideshow ads are the other popular ad formats available on Facebook and Instagram feed. You can even tap into Stories ads if you think that’s the right ad format to entice your buyers.

2 – Use Strong Call-To-Actions

Once you’ve decided which ad format is right for you, the next mountain to conquer is creating a strong call-to-action.

You can’t just ask people to visit your website for more products or check product catalog. You need something to motivate them to take action. And a compelling CTA convinces your buyers to do so.

Tell them you will take your product back even after 90 days if they don’t like it. Ask them to check the video and get exclusive 30% off on their next purchase. Or your CTA can be as simple as “Get all these at the price of a coffee”.

Once you have got a strong CTA, you can direct people to click Learn More or Shop Now button.

example of CTA button on instagram ads

3- Leverage the Power of User-generated Content

You have limited time and need to get more and more people to buy your product. Paid Facebook/Instagram ads can help your product to reach your prospects’ feed. Still, you cannot underestimate the power of user-generated content in driving sales.

User-generated content, like reviews and testimonials, helps you build trust, bond with your followers and also improve sales figures. Contests as simple as “Caption this”, “Share your story and tag a friend to win “something” or “Tag us in your vacation photo to get featured” can generate tons of interest and marketing for your product.

“Which food are you?” or “Which shoe suits your personality best?” can engage a lot of users, who you can turn into customers by offering them incentives.

In 2018, Dove announced a contest on Facebook where participants need to share their stories using a particular Dove product in the comment box.

example of dove ad on facebook ads

4- Rope in Micro-influencers in Your Campaigns

Influencer Marketing is one of the ongoing trends in eCommerce marketing campaigns. But instead of one big name, you can take in multiple micro-influencers. They add their personal story to your brand, they are engaged with their followers and are affordable.

When a micro-influencer endorses your product, their followers pay heed to it.

You can pay them to promote a post or create content for their followers. You can provide them with a discount code that their followers can use to buy products. And if you feel the need, you can rope-in micro-influencers for pre-product launch campaigns to create a buzz.

5- Use Tools to Grow Sales

Marketing on Facebook and Instagram is competitive and you can’t leave anything to chance. Your text needs to be calling, the images should be alluring and the videos tempting enough for people to add your products to their cart.

Tools like Snapseed and VSCO can help you edit and fine-tune your images. Coschedule Headline Analyser can determine how clickable your CTA is. And Lumen5 will aid you in creating Facebook and Instagram friendly videos. The list of available tools is endless.

Whether you need to straighten your images, add a funny sticker or turn text into video, you have got the software for it. All such tools will help you bring more sales through these two social media giants.

6- A/B Test Your Ads

Not every advertising strategy works. Your target audience might ignore some posts but will respond crazily on others. On some occasions, carousel ads will bring results, while on other simple image ads might ring notifications.

So, you need to keep running A/B tests to find which type of posts or ad format works out the best for you.

A/B testing involves slightly modifying the content and then monitoring the results. Apart from changes in format, these modifications can be in the placement of text and images, changing the words in the headline or even the use of emojis.

Whatever ads you run, you should A/B test for all the possible variations.

7- Explore Opportunities for Co-promotion

Collaboration and joint promotion can do wonders for an eCommerce business. You can approach other businesses that complement your product offerings and then, join hands for mutual growth.

Co-promotion can help you reach a new audience and provide opportunities to improve sales. Through contests on Facebook and Instagram, you can promote each other’s products, or just share how your product goes well with your partner’s and vice versa.

So, access each other’s goals and objectives and discuss content ideas for co-promotion.

Conclusion

The competition is fierce and you have to grab every opportunity you can to capture your target buyers’ interest. These seven tips can help you scale up your social media game and generate more sales.

Yes, marketing your business through Facebook and Instagram advertising can bring significant revenue if you dedicate yourself to the right path. Pick the right ads, choose your CTAs carefully and A/B test every campaign for their effectiveness. Micro-influencers, User-generated content and co-promotion with other businesses can further boost your reach.

Start today!

The Quick Start Guide to Facebook App Install Ads to Increase Mobile App Downloads

Are you looking for a way to increase downloads of your mobile application? Does your mobile application is not performing well? If you facing such challenges with your mobile apps, this Facebook app install ads guide is for you.

The popularity and love for mobile apps have grown to such an extent that now there’s too many of them. Both the Play Store and the iOS App Store are crowded and it is getting harder for developers to stand apart from the crowd. Facebook App Install Ads come as the next best solution. The unending opportunities in the app industry have made social platforms like Facebook, Google and Twitter to step forward and have a share of the pie. However, earning the dollars requires gaining the trust of the developers. Facebook, especially, has the advantage of personalized discovery. Further, it had the attention of the developers and deep ad targeting. Facebook app install ads was launched in August 2012 and by the October that year, it started showing up. Over the years, Facebook app install ads have grown by as much as 346%. The global click through rates for Facebook app install ads have been a surprising 0.6%.

The best thing about Facebook has been its 900+ million userbase where App Installs are simple ads that takes the user to the Google Play Store or App Store app page. Similar to sponsored stories, these app install ads are shown in the user’s timeline, offering a direct invite for installation. Added to the app advertisement, these ads also contain helpful social info like the rating of the app and the number of friends who are using/installed the app. Highly targeted, these ads increase the chances of businesses connecting with potential customers. For example, if Facebook users who are photographers will receive app install ads like MakeMyTrip, Goibibo, etc.

While the success rate with Facebook app install ads is huge, businesses must understand what they actually need from a campaign. Compared to app stores, Facebook offers a better reach, lower per install costs and maximized installs. Most advertisers and developers also do effective App Store Optimization for mobile apps to boost downloads and that’s not a bad technique either. Here’s how businesses can look to set up their app installs ads in Facebook:

#1 Setting up a Facebook account

It goes unsaid that the first thing to have before using Facebook app installs is a Facebook account. Setting up a Facebook account for your business is very easy and Facebook just ask for few necessary details to help you out. Further, creating a business account in Facebook is completely free. Most businesses would already have this in place.

The next thing to do is navigating to the Ad Manager and fills up the necessary information for the ad account.

ads manager

#2 Creating a Facebook App

To be able to start an advertisement, businesses will first need to create and register the required app to Facebook App. Facebook wants you to add SDK to gauge the performance of the app. You can go to the Developer Account and add the APP.

Once you click on Add the app, it will ask you to enter your app name and contact email ID.

Create a new app ID

After creating new app ID you need to add app URL. It will be your app’s Playstore or Appstore link.

Next step after basic setting is to connect Ad account to your Facebook application. To Add Facebook Ad account ID go to Setting > Advanced. You can find Ad account ID from Facebook Ads Manager.

Next step is to add SDK. It is different for Android and iOS apps. Let’s look at an example of creating APP and installing SDK for an iOS app. It is necessary that the developer itself needs to complete the iOS SDK process. If you are not developer yourself then I recommend you to send below details to your developer for further process.

  • Download and install SDK to your XCode project
  • Configure the info.plist file
  • Add the Bundle Identifier of the application (Developer already knows this)
  • Add all the required code to your project and make it live

fb codeYou can also provide Facebook developers account access or complete screenshot of guide to developer (It will be good idea).

At the bottom of the page you require to enter bundle identifier of the iOS application. This will be the name which you used in Xcode that might be in this format – com.iphoneadd.iprotectalbum

app bundle identifierProcess of installing SDK is different for both Android and iOS apps. Developers will subsequently have to provide Facebook with the package name of the app, the hash key (self generated) and the activity name for Android Apps. Given these, the steps involved in setting up SDK are thoroughly guided.

After completing the process of SDK, add the app events to your application. It is necessary to add app event. If you are not adding app event to your application before starting campaign there will be a error message “This app isn’t linked to your ad account” while setting up campaign.

When you Click “Set Up Now” button, a setup guide will be open. Then choose your application to go next step of choosing event.

After selecting application choose the app category from the list.

Once you will select category of your app you will see app event list. Choose the events you need to track then click on continue.

Choose the important events you want to track and click on continue to get installation instruction via email.

You can verify your app after installing SDK and app events. Use this tool to verify App Ads Setup.

#3 Creating Facebook App Install Ads

After installing SDK and app events, you are all set to create the ad. You will need to navigate to the My Apps section and fill all necessary information. If any information is missing in it then Facebook will let you know.

I have tried and tested Facebook App Install ads for one of our Android App EyeSight Challenge – Puzzle game. Here I am going to explain how I created my first app install ad. In next step create your ads from ads manager account. Choose your objective as App Installs and enter the campaign name.

In the next step you need to create new ad set. Enter ad set name and right after it choose the application platform from the drop down. Then enter your application name or exact URL of Playstore/Appstore.

 

You will now move ahead to create your Ad Set where you required to add the demographics, users, budget and the interest in Ad settings. I recommend you to add meaningful name for the Ad Set because it gives you better idea to analyze Ad Sets in the future. If you are creating multiple Ad Sets with different targeting then set name as “App Name + Region + Gender + Age Group”.

Here you need to define:

  • Platform – Select mobile device you want to target ads.
  • Operating System – Choose the min and max versions of OS to target ads.
  • Devices – Choose devices (Smartphones, Tablets)
  • Locations – Enter one or country, regions, or cities to target ads
  • Age – Select min – max age where you find your ads would be most relevant
  • Gender – You can also target specific gender audience

platform section

To set up the target audience, you will have to define the:

  • Targeted interests (photography, travel,, etc)
  • Connections
  • Behavior

Now, while selecting the targeting audience, try to be specific. If you are trying to optimize a travel app, go for audience group who are in related groups and users who have constant check-ins. Don’t define too large an audience group as you will only speak with the general public. Once you define your interest then you can see the estimated daily reach audience number at the right side of the window.

You can also exclude those audience who already installed your app by selecting advanced combinations > exclude people who are connected to (Enter App Id) in connection section.

budget section

Now for the budget section, you will need to define the:

  • Budgets
  • Optimize for Ad Delivery (App Installs & Link Clicks)
  • Ad scheduling

Next is the ad placement column, where you will have to define the places where you ads will be features. Option will include:

  • Mobile News Feed
  • Instagram (Integrate Instagram account with Facebook ad to show ads on the platform)
  • Audience network

For businesses with a considerable budget, the best strategy would be to go for multiple ads and ad sets to target your audience group according to their age group, gender, banner ads and video ads. This process will also let you know the type of ads working best in your behalf. This process can also be better guided, if your business already uses tools like Google Analytics, such that you already know where your target audience lies.

#4 Setting up the ad

Adding an image for your ad is important. However, Facebook also allows you to create a video ad. However, be sure to check the image and video uploading guidelines like size restrictions, etc. The recommended image ad size would be 1200 x 628 pixels. Other important things to ensure when creating an image ad are:

  • No more than 20% of text should appear in the image. Check this tool.
  • Your account must be an admin of a minimum of one page

While creating the Ad you required to add Headline, Text and Image for the ad which must look catchy and attractive to gain CTR.

Here is the preview of Facebook Ad.

preview ad fb

Now your Facebook ad has been created and now waits for some good dessert.

#5 Measuring the performance

After you have put up your app install ad successfully on Facebook, it is advisable to keep track of its performance. You can use Facebook Analytics for this purpose. Facebook Analytics would show which category of ads are performing better.

#6 Optimizing the ad

Identify which ads are performing better in power editor whether it may be high CTR, low mobile app installation cost or high installs. List out those ads and modify its budget or add some extra interests in it. Take short steps to improve your ads and do monitoring them continuously. You can also reach below types of people by setting custom audience.

  • Recently opened your app
  • Recently completed a purchase
  • Completed large purchase
  • Achieved a certain level in game

Note – Currently Facebook don’t provide Remarketing feature for mobile app installs campaign. It means you cannot target those audiences who clicked your ad, visited app store but didn’t install the app. We have contacted the Facebook team regarding Remarketing feature and provided this suggestion to the team.

You can also set up the custom audience for your mobile app install campaign.

#7 Analyzing your app install ad campaign

Lastly, it goes without saying that you would be increasing your budgets in categories (places, gender, age group, etc) where your ad is performing better.

Facebook App Install Ad Case Study

As i told you earlier i have personally set up the ads for one of my app (FREE) and it works quite amazing. Check out below case study for the same.

Here is how my Ad displayed in mobile device to the users. Absolutely catchy isn’t it?

mobile ad preview

I have set up the campaign for $10 budget for 2 days and got whopping 41 app installs via App Install Ads.

fb ad sets

As this app seems to more fit for youngsters so for this campaign i targeted USA audience with Age Group of 15 – 30. My ad reached almost 4000 people and got 1.76% CTR which is commendable for App Install campaign. The most important thing for this campaign is cost per installation. Often advertisers set their cost per installation target while setting up the campaign and they must do that.

In this case i got $0.30 cost per installation for Facebook mobile app install campaign which i considered as a remarkable number. But remember here i have sets the ad for FREE application and it might be difference if you promote paid ads.

Facebook has easily become the new app economy in the industry. Developers are running into creating their own app install ads campaigns and it wouldn’t be long before this platform too becomes crowded. However, Facebook will always have the advantage of providing a highly targeted audience and users who exactly match your profile.

If you want to promote your application via App Store Optimization or Mobile App Install Ads or any helps in marketing activity. Contact us now to discuss your requirement.

Have You Tried Facebook Canvas Ads? If Not! You Should Check This DIY Guide

We have been managing paid advertisement campaigns for many clients and Facebook ads is one of the most effective source of paid traffic. Recently Facebook has launched Facebook Canvas Ads, the new ad type with some amazing visual facilities. To test the performance of this ad type, we created and optimized few campaigns and the result was very impressive. By end of this article, you will learn to create Facebook canvas ads and some amazing optimization techniques.

If you are already familiar with Facebook ad features; skip this paragraph. For rest, read on. Facebook offers various paid marketing features helps small & medium businesses, ecommerce business, individual professional and other advertisers to advertise their business and services for specific audiences. Facebook ads allows you to advertise individual pages to boost likes, mobile app install ads to increase your app downloads, content marketing ads to boost your post reach and the most important dynamic product ads for e-commerce businesses. You can also run re-marketing campaigns on facebook which I found very effective in eCommerce business marketing.

Facebook’s Canvas Ads is one of such ad type come up as a pretty amazing mobile experience for end users, especially when it comes to checking out ads. Quite similar to the Instant Articles tool, it allows publishers on Facebook to share their posts and content instantaneously, thereby cutting down on the time end users have to wait for the posts/ads to load. Further, you are allowed to create a unique ad experience by the use of texts, videos, images, product feeds, carousels and more.

Canvas Ads are also optimized for smaller mobile screens and users will find it quite easy to get done with the process. The easy and self-explanatory publishing tools by Facebook ensure that your compilation is instantaneously ready to be uploaded and shared. Finally, the Canvas also offers a link to the advertiser’s website where and interested audience can expect to know more about the product and service.

Overview of Facebook Canvas Ads

According to Mary Meeker’s Internet trends 2015 published at SlideShare, mobile digital media time in USA is 51% as compare to desktop which is 42%. On an average, each mobile user spend 2.8 hours on their smartphone which is very high as compare to 2.4 hours on desktop devices. Here is the chart depict bigger picture.

mobile internet trends
For advertisers, it’s one of the top platforms to generate lead and expected conversions by targeting this ever increasing mobile audiences.  There have been several reasons why Facebook’s Canvas Ad feature is being fast accepted into the advertising realm. As a game changer, it offers faster engagement on mobile device while ensuring that the personal space of the end user isn’t intruded upon. Further, with content taking a pivotal role in marketing, Canvas Ads provide the perfect answer. Finally, Canvas Ads easy enough to setup and doesn’t take a lot of understanding and brainstorming. You might have various business strategies to boost your online business but you shouldn’t miss the paid advertisement of Facebook. Below image demonstrate one of such Facebook canvas ad running on mobile device.

canvas ad example

#1 Benefits to brand

With Canvas Ads, brands can hope to portray their personality onto the content the end user sees. Engagement has been a priority in modern day marketing and Canvas Ads seem to provide that “much needed” fresh platform to get the audience curious and respond. With virtually zero load time, Canvas Ads fit right to the demands of the impatient ‘mobile’ user.

#2 New design and good engagement

With Canvas Ads, Facebook has opened up the opportunities like video and carousels to give advertisers, the much needed creative space. Slow loading pages have been the top reason why potential customers have abandoned websites in the past but Facebook Canvas changes it all.

#3 Loads Faster

Canvas Ads are perfectly optimized for mobile usage. As already said, there is a virtually ‘zero’ load time for the ads. It could be understood as a mini version of mobile websites but effective enough to get in the leads that would have otherwise switched to a different seller/brand/website.

#4 Pricing and auction is the same as other Facebook ads

Finally, and not the least important is the pricing. Advertisers on Facebook can expect the same charges as had been with other Facebook ad streams till this point in time. So, if you have been operating on Facebook, it’s time to try this new interesting ad platform!

How to Setup Facebook Canvas Ads

Beginning to tell you story in a more engaging way doesn’t ask for much! All it takes is a Facebook Power Editor tool. Needless to say, Power Editor makes the story telling even more customizable and this is yet another advantage with Canvas Ads.

To create a Canvas Ad through Power Editor, follow these steps:

  • Login to your Power Editor Account (You can find one from above link)
  • Go to your account and click on “Create Campaign”
  • Choose your objective
  • Compete the Ad Set procedure (Optimization, Placement, Pricing, Interests)
  • At the Ad Level select the page and choose Canvas in destination section
  • Click on + Sign to open the builder tool
  • Edit Untitled Canvas field and give new name to Canvas
  • Click on > Sign and choose theme you required for your Ad

Pro Tip – Kindly optimize your ads for your target audience by adding right placement & interests to increase the CTR of your ad.

You can also create a Canvas from your Facebook Page directly. Just unlock the Canvas Builder and go to the Power Editor. Follow these steps:

  • Go to the ‘Publishing Tool’ on your Facebook page
  • Click “Create” when you locate the option for Canvas
  • Click “New Document” to start with a new Canvas Name
  • The “>” sign would take you through the rest of the process of choosing the background, theme, etc

Once you created Canvas from publishing tool then you just need to choose canvas in power editor at the time of setting up Ads.

Facebook Canvas Ads Builder Tools

The most important part of the Canvas Ad Power Editor is the builder tools and they come in several forms. Note that whatever you changes in builder tools you can see the live preview of your ad on the right side.

Header: The Header would be the image that will remain fixed on top of your ad. Invariably, you will have just a single header. For a brand, this could be the company logo. For best result the recommended image should be 882 x 66 pixels. You can also set background color and opacity in your header image.

canvas header image

Photo: They are images that can be added to your Canvas and Facebook allows as many as 20 photos for each canvas created. You can choose how these imaged would be displayed and how the audience interacts with them. You can also set the display image scale as Facebook provides 3 different settings for it.

Note – You can only set destination URL if you selected Fit to Width (Linkable) option from Image Scale section

canvas photo image

Button: The button Link would contain the URL of the website that you would want your customers to navigate to. It could be the link to your ecommerce store or even an event that has been created on Facebook.

canvas button section

Call to action is really important while setting up any Facebook Ads. Jennifer Beese explained detailed Facebook Ads stats on Sprout Social where she also described the importance of call to action text and how it is important to boost CTR.

facebook cta buttonsNote – Kindly click on Add Component to add other components to canvas ads.

add component

Carousel: This would be an image series and subsequent links that the audience will be able to swipe across as they interact with your ad. The carousel ads can contain a maximum of 10 images. However, ensure that they are uploaded in either of JPEG or PNG format.

carousel ads

Text Block: This would be a blank space that can be used to enter a text to provide more information to the audience. The text block can be customized according to the desired font, size, color, alignment and styling.

text section canvas

Video: Facebook Canvas allows for a video to be embedded into your ad. However, it should be less than two minutes and with a minimum resolution of 720 pixels. The first frame of your video would also be its thumbnail. A good video can make a lasting impression here!

video section

Product Set: For ecommerce marketers, this would be a catalogue of products that can be displayed in your ad. The products that you add to the canvas will be randomly displayed and you can choose a maximum of 40. This can be best way to promote your product catalog and drive most relevant and engaging traffic to you eCommerce website.

product set canvas

Pro Tip – Once you set up the canvas ads, you can manage and optimize it directly from the Power editor or your Facebook Ad Manager account. If you are setting up canvas ads for long term, make sure to set good budget along with wide interest areas to boost clicks & conversions.

Bounce rate is also important factor to understand the ad’s performance. Append URL parameters to your ad’s landing and regularly check the bounce rate of your Facebook Canvas Ads campaign from Google Analytics. This strategy will help you to improve Ad design and landing page experience.

Facebook Canvas Ad Demo

Below is the separate visual sequence of Facebook canvas ad we created for travel community portal TheIndia. (Actually it will run in single window but to show you different frames, we took this screenshot).

theindia fb canvas ads
Benefits for eCommerce businesses

As easily understood, Facebook Canvas Ad will maximize the potential of your outreach using the top products that your website sells. Brands that have been able to create a thoroughly interactive and unique video get the advantage of more shares and reach. Facebook Canvas Ads also allows you to show dynamic product ads by setting up the product set in builder tools. Further, the property of Facebook Canvas to take the customer directly to the website would be a huge plus for all kinds of ecommerce businesses.

Facebook Canvas has been a recent addition to the platform’s advertising outreach. Several advertisers have already signed up for it and enjoying huge growth in leads and sales and its your turn now!

If you stuck anywhere or need any help related to Facebook ads, do write me at jignesh[at]OLBUZ.com or visit our contact page and send your query. I will get back to you withing 24 hours.

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