In the not too distant past, if a retailer wanted to advertise a big sale, it required a carefully coordinated, costly, cross-channel campaign to reach people with TV ads, newspapers, direct mail, or email. Even after all that, it was hard to tell whether the right ad was getting to the right customer and whether any of it was even paying off.
These days, there’s Facebook.
When Black Friday 2015 rolled around, the British online retailer Shop Direct didn’t just spring sales on surprised shoppers. Instead, they slowly primed their customer base for weeks before through a steady Facebook ad campaign, one that brought customers down the funnel from a vague knowledge of the brand to check out in an almost imperceptible manner.
Facebook Ads can be used to accomplish a variety of objectives; you can effectively drive app installs or engagement, get more engagement on a post, and send traffic to your site. You can also use Facebook Ads to drive eCommerce sales to your site.
There are plenty of tools advertisers can use on Facebook Ads in order to increase eCommerce sales; the call to action button “Shop Now,” for example, has proven to be highly useful, as has the image carousel ads. One of the best tools advertisers can use to get eCommerce sales quickly has nothing to do with the composition or format of the actual ad and has everything to do with targeting.