Facebook is a powerful platform for advertising products. In fact, its conversion rates are higher than most other platforms. That’s why it’s important to take advantage of Facebook Ads if you’re looking to increase sales for a dropshipping business. In fact, approximately 178 million American’s use the platform on a regular basis.
If you want to drive more revenue, reach targeted audiences, and get the most out of your ad spend, you’re in luck. This blog post will discuss dropshipping Facebook Ads strategies you can’t miss. 🔥
Set up your Facebook Pixel
Facebook Pixel is a tool that will help you identify the exact people visiting your website and advertise to them later on Facebook. You set up this pixel by adding code snippets in specific points of your site, so it can track which pages are visited for example, when someone downloads an e-book, or subscribes to our newsletter. When they show interest in your business, you’ll be able to target them with advertising messages.
You should install Facebook Pixel before any other strategy mentioned below because it’s important not to waste money spent on ads targeting the wrong audience: those who have never been interested in what we’re offering. Let’s start setting up our tracking system first.
Visit Facebook’s Event Manager and click the green plus button on the left side.
Then, select the “Web” option to connect your website.
In my case, I already have a website connected so it’s greyed out but in your case it won’t be.
You will have to assign a Pixel Name, enter your website URL, and add the pixel by:
- Manually adding the code to your website.
- Using a partner integration (WordPress, Shopify, etc.)
- Following email instructions.
I suggest the first two. They’re the simplest.
Retargeting is essential for dropshipping success
I’ve found that retargeting is the most important part of dropshipping. Why? 97% of visitors that leave never return to a website.
Retargeting allows you to advertise on websites and apps where your customers have been seen before, without needing their email addresses or phone numbers.
Think about it.
Someone sees your product, lands on your e-commerce store, etc.
It’s cool. It’s something they want. Just not right now.
Retargeting with display ads, Facebook Ads, and other platforms allow you to continually reach people in the right place at the right time. That’s why retargeting an result in a 147% increase in average conersion rates. (Yes, you read that right!)
For example, once the Facebook Pixel is installed on your website, you can begin running retargeting ads to people who:
- Viewed specific pages.
- Added to cart.
- Already converted.
Build lookalike audiences
Targeting is one of the most difficult things to perfect when mastering media buying as a dropshipping business. You need to finetune it perfectly to maximize conversions and return on ad spend.
What’s one way to do that?
Using lookalike audiences.
Thanks to the handy Facebook Pixel you installed, Facebook allows you to create audiences that are like those who are visiting your e-commerce store.
This helps you reach a wider audience without the risk of losing conversions and sales.
From Facebook’s Event Manager, navigate to “Audiences” and click “Create Audience.” Select “Lookalike Audience” from the dropdown.
Choose a source such as your pixel, audience location, and how many lookalike audiences you’d like to create.
Press “Create Audience” once you’re finished and give Facebook up to 24 hours to process the data. Once complete, you will be able to target these individuals with your ads.
Write killer Facebook Ads sales copy
You can have the best ad targeting and product in the world, but if your sales copy sucks, nothing will happen. However, if you understand some of the most fundamental copywriting strategies, you have nothing to worry about.
Features versus benefits
Let’s imagine that you sell custom clothing. The features (factual pieces of information) include the materials, colors, and sizing. While these things matter, they aren’t truly why people buy the product.
Rather, it’s for their self-esteem. Confidence. To show off to friends. To have something to match with other outfits and express their personality.
Those, my friends, are what we call benefits. So, next time you’re writing a Facebook Ad to sell a product, ask yourself what customers really want.
What are the pain points the product will solve? What emotions will it create for them? Including these in your sales copy is bound to boost response.
In this Facebook Ad for a yoga trapeze, benefits are mentioned directly as “Great for Back Pain, Upper Body Strength & Flexibility.”
Calls to action
Next up are calls to action or CTAs for short. A call to action is literally what it sounds like: a word or phrase that tells customers what to do.
- Shop now
- Buy now
- Don’t wait
- Check out our new collection
- Don’t miss this sale
Every Facebook Ad you create needs to have at least one call to action within the sales copy. The ad itself has a CTA button but it’s ideal to include another.
In most cases, this will be for people to visit the product page, collection page, promotion, and so on.
You can see in this ad that they use the call to action “”Try us out for only $1.”
There’s this amazing product that you can’t wait to buy and you’ve been thinking about it for a while.
Suddenly, you realize that you won’t be able to get it unless you purchase it soon.
Needless to say, you would be experiencing urgency. A fire would be under your butt to take action, right?
You can see where I’m going with this.
If you have any kind of offer that has a time restriction, integrate it into your Facebook Ad.
Check out this ad from Spotify to see what we mean. They tell people that they don’t know what they’re missing out on to create that sense of urgency.
Take advantage of video ads
Videos allow you to pack a bigger punch. Relay more information, value, and persuade customers to purchase your product.
But, what exactly makes a good video ad when you’re dropshipping?
Firstly, when creating a video ad, it is important to include your company’s logo and branding elements. It should be easy to recognize your brand while standing out from competition.
Ensure the video content on your ad has a good visual aesthetic that is similar to your landing page and contextually relevant. People shouldn’t scratch their head when they click the ad otherwise it will result in poor conversion rates and performance.
Clear calls to action are essential too. This increases the amount of people that click through and ultimately the sales you generate.
Finally, and importantly, keep in mind that mobile is now more popular than desktop – so it’s important to take into account how your video will be viewed on a mobile platform like Instagram.
Drive traffic to your highest converting pages
Some pages and products have higher conversion rates than others. This is what we call Pareto’s Principle or the 80/20 rule. A.K.A 80% of the results come from 20% of the results.
If you check your analytics (Google Analytics, Shopify, etc.), you will see the top pages filtered by traffic and sales. Double down on these.
Instead of promotion everything under the sun, focus on what is in demand the most.
This way, your dropshipping Facebook Ads are more effective and you generate a better return on ad spend.
Promote sales and discounts
People love a good sale. In fact, 93% of people who shop online use discount codes.
Naturally, these make a killer dropshipping Facebook marketing strategy.
First things first: create a discount code for 5-10% or more depending on your margins and what you’re comfortable with.
Not only can you promote this over social media and to your email list, but make it the focus on an individual ad campaign.
Similarly, promotions and sales are perfect for Facebook Ads.
Maybe you’re doing a holiday sale, clearance, or something like that. Don’t let the opportunity slip to integrate them into an ad campaign.
Split test ads and creatives
Split testing is the name of the game.
It’s how you find the highest convertign combination of sales copy, creatives, and audiences.
Don’t make the mistake of running one ad, not seeing results, and getting discouarged.
Or, relying on a profitable campaign but never trying to improve it.
Instead, take advantage of Facebook’s split testing capability.
When you’re setting up a campaign, you’ll see the option for A/B testing.
Final thoughts on creating a dropshipping Facebook Ads strategy
Facebook Ads is one of the best channels for driving sales as a dropshipping business.
However, they’re easy to mess up.
You could miss out on sales, conversions, and waste ad budget if you don’t use the right strategies.
Let’s recap today’s article:
- Install a Facebook Pixel on your e-commerce store if you haven’t already to begin collecting data.
- Use the Facebook Pixel for retargeting and creating lookalike audiences.
- Use calls to action, urgency, and product benefits to improve your ad copy.
- Leverage the power of video to generate more engagement and clicks.
- Drive traffic to the highest converting product pages on your website.
- Create discounts and promotions then make campaigns around them.
- Split test the heck out of campaigns until you find home runs!
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