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5 Winning Facebook Ad Strategies to Try in 2022
The ecommerce industry is booming and if you’ve launched an ecommerce website then you’re probably already thinking about how you can scale it to its full potential. After all, the more business scales, the easier it is to create a strong brand and generate conversions.
Facebook is still the biggest social platform (it has nearly 2.5 billion active users) and offers some of the most robust targeting options for advertisers.
Benefits of advertising on Facebook
While you can certainly make the argument that Facebook ads are becoming less effective than they were in the past, it’s still the social media network with the most active users—not to mention it also covers Instagram. That’s why it’s important to use intentional Facebook ad strategies to ensure you’re not wasting budget on ads that don’t contribute to the bottom line.
There are a few key advantages to advertising on Facebook:
Highly customizable ads & audiences
Insightful data analytics
Seamless ecommerce integration
Easy to track and measure
Conversions Tracking with Meta Pixel. How it works?
Once the code is installed, when a user clicks on one of your ads and visits your site, the pixel will track their behavior. You can see how much time they spend on your site, which links they click, which pages they visit, which products they purchase, and more.
5 Facebook ad strategies to try in 2022
1. Combine Facebook Ads with Content Marketing
Many companies make the mistake of targeting warm leads with ads designed to turn them into paying customers. You know better. You know that a warm lead is not ready to buy from you yet. Instead of turning them off with straight sales offers, provide them with useful content that answers their questions, and solves their pain points. This needs to be short, interesting, and valuable. Be patient. Eventually, you will convert these warm leads into customers.How do you do this?
- 1. Create content.
- 2. Share content on Facebook.
- 3. Ask your team members (and maybe a handful of friends) to like and share the post.
- 4. Create content.
- 4. Boost your Facebook post, so you can reach a wider audience.
2. Expand your market through ‘lookalike’ targeting
Over time, you’ll use your Custom Audiences to create new segments with similar characteristics to target. These audiences are called Lookalike Audiences.
Lookalike Audiences are valuable because they have a lot in common with your existing audiences, so you already know what they like and which ads perform well. In many cases, you can use the same ads for your Lookalike Audiences that you’re already running for other targets.
This Facebook ad strategy is a great way to acquire new customers. You already know these groups’ preferences, so you can use proven, effective ad creative to introduce them to your brand.
3. Retarget previous visitors to your Facebook or Instagram pages
Facebook retargeting ads are shown to users who have visited your ecommerce website or interacted with your Facebook or Instagram page in the past. This Facebook ad strategy is a great way to nurture relationships you’ve already started. You can target users down to specific actions they’ve taken—likes on Facebook, products added to cart, or even specific pages visited.There are many applications to this Facebook ad strategy, with retargeting options that include people who have:
- Engaged with your brand on Facebook and/or Instagram
- Visited your website
- Visited specific pages of your website
- Viewed a product
- Added a product to their cart
- Initiated checkout
4. Create Facebook and Google Ads
While many marketers see these platforms as one-or-the-other, Facebook and Google can actually complement each other quite nicely.
Once again, your strategy must depend on your campaign goals and the audience segment you’d like to target. For example, someone searching for a specific product, say a new computer, is likely ready to make a purchase and is simply researching their options. Using the right keywords and creating Google Ads around them may be better than targeting warm leads on Facebook with increased brand awareness.
5. Check out your competition in Facebook Ad Library
Attention is the currency of advertising, and in order to know what attracts your audience, you have to know what your ads are up against. Once you’ve developed your Facebook ad strategies and built campaigns to promote your brand, check out what your competitors are doing as well. Meta Ad Library essentially serves as a repository for all the current and past Facebook ads run by any advertiser.
Any user can search ads by keyword, with options to filter by location and four ad categories—issues, elections or politics; housing; employment; and credit.
You can also see when each ad started running, which platforms they’re on, how many ads use the creative, and if the ad is active or inactive. Consider doing a SWOT analysis to understand your greatest chances of standing out.
When it comes time to devise your Facebook ad strategy, the most important thing you can do is understand your audience better. All the fancy strategies and new tricks won’t help if you don’t know who you are selling to and how close they are to making a purchase
Spend some time getting to know your ideal customer, learning who they are, what they do, and what they want. Once you understand where your potential customers are in their buying journey, you can better usher them towards purchasing your product.
Facebook may have changed, but the value of understanding your customers never will.
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