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How to get the most out of Facebook advertising

Tracey Wallace
10 December 2015 3 minute readShare
A collage of different Facebook symbols

There are more than 1.4 billion people on Facebook. That number alone is a good enough reason to put some marketing dollars toward advertising on the platform.

The opportunities to grow your business and reach using social platforms are expanding.

Whether you are wanting to drive traffic to your site, increase your social following, gain some brand awareness, boost sales or just increase the customer satisfaction of those who are already your tried and true audience, here’s how you can leverage the largest social network on the planet to scale your business.


Generate interest for your brand

When people are already familiar with your brand, they are much more likely to buy.

We recommend starting out your ad campaign with the goal of generating interest in your brand first.


Beyond getting more traffic to your site and potentially increasing your sales and revenue, Facebook is the perfect platform for brand discovery and awareness.

Instead of looking exclusively at sales numbers in relation to the Facebook ads you are creating, measure brand awareness by applying a goal of getting as many impressions from your target audience as possible at the lowest cost.

Showcase Your best products

The best-performing products on your website typically perform the best with advertising.

See which products have the highest number of sales, or which products have the highest website conversion rates.



Product price points between $10 and $99 also work better for Facebook advertising.

Inspire activities

A collage of different Facebook symbolsNo matter the season, be sure that the products you are using to advertise on Facebook inspire action from the audience. Is spring right around the corner?

Start advertising those floral dresses –– and get a boost in conversions from customer excitement of upcoming warmer weather.

In the summer, feature a pair of headphones on a jogger, showcase earrings on a chic sunbather or accessorise a black dress with brightly coloured accent jewellery.

Be sure to craft your ads in context of the current seasons and activities with which your audience relates.

Celebrate important milestones

From graduations to weddings, Mother’s Day to Hanukkah and Christmas, the year is full of special holidays and life milestones that are likely relevant to your target audience.

Advertise to your audience with these in mind in order to increase brand trust, awareness and overall conversions.

People like connecting with brands that understand who they are and what they care about.

So use these moments to connect with people by speaking to the holiday lifecycle –– from the planning and preparation to the celebration and clean up.

Provide product incentives

Are you experiencing slower sales than expected? Is your store in a summer slump? Are the first few months of the new year not causing products to fly off the shelf? Retailers often experience slower seasons or months, and these vary based on the business itself.

You can counter these trends, though, by providing more enticing offers, especially around milestones or holidays that occur during your lower-selling months.

Harness the power of social media to drive sales for your business

Social media platforms like Facebook, along with Twitter are starting to optimise ‘social selling’, creating new sales conversion tools that enable merchants to promote and sell products natively across their platform.

It’s an exciting time for merchants as the opportunities to grow sales and reach and boost demand generation continues to grow.

Twitter announced a partnership with commerce partners in the US earlier in the year, launching Twitter Buy Now, a new conversion tool making it possible for merchants to connect with a shopper immediately, with an invitation to buy.

With the option to purchase products directly on Twitter, retailers will be able to turn mobile browsing into mobile buying, without having to redirect buyers. International rollout is planned for 2016.

Driven perhaps by competition, Facebook is now also testing new e-commerce features. The platform launched Facebook Shop Pages in October, enabling customised shopping products to be pushed to consumers outside of their news feed.

By teaming up with commerce partners including Bigcommerce, the transaction will be completed through the merchant’s online store, rather than through Facebook.

Customer behaviours are constantly evolving and it’s important to stay on top of the trends.

Never before has a strong social following been so important for businesses.

Beyond connecting and communicating with your customers, the opportunities to convert social audience to actual sales within these social platforms will only continue to grow moving forward.

Tracey Wallace is the managing editor at Bigcommerce.

How to get the most out of Facebook advertising
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Tracey Wallace

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