Product feed advertisements for remarketing are seemingly in all places on Fb. And that is sensible. If a service provider can present a possible buyer the precise product she seen or added to the cart, why wouldn’t it? It’s a no brainer, which is why it’s time to arrange these advertisements for those who haven’t already.
Nevertheless, whereas product feed advertisements are good for remarketing, additionally they may be compelling prospecting instruments. On this submit, I’ll clarify how one can do exactly that. I’ll assume you might have a product feed in place.
Configure for Prospecting
There’s one key change to make to make sure you aren’t remarketing. After you arrange a product feed marketing campaign on Fb, scroll right down to the “Viewers” part and choose “Outline a broad viewers.” This implies you’re in command of the audiences you’re displaying the advertisements to.
Decide the Goal
Keep in mind to disregard the remarketing mindset with this marketing campaign. We’re prospecting, going after individuals who have possible by no means heard of our model, that includes particular person merchandise initially.
Thus the audiences ought to be fairly slender — i.e., particular customized audiences and layering in conduct concentrating on to slender our lookalike viewers. In my expertise, it’s a good suggestion to start out with lookalike audiences. They’re the simplest on Fb.
Create a customized viewers for a product or product set by way of emails or periods (by way of the Fb pixel). Then, utilizing that customized viewers, create a lookalike viewers. In case you aren’t capable of get the info for a customized viewers, use the constructed-in conduct concentrating on and layer in some constructed-in segments (akin to revenue or business) together with your common greatest-performing lookalike viewers. (Be sure that to exclude it from different campaigns in order that these advertisements aren’t competing towards your different lookalike prospecting advert units.) I’ve seen success with simply a normal lookalike viewers and a product feed.
Contemplate What You’re Promoting
Don’t present your whole merchandise. As an alternative, present merchandise that:
- Simply resonate with an viewers, shortly.
- Want little rationalization.
Thus concentrate on bestsellers or merchandise which have a number of evaluations from clients or trusted websites, which you’ll be able to promote. With that in thoughts, let’s set issues up.
Think about what a primary-time viewer to your model would be capable of perceive out of your advert and its merchandise. Manage your merchandise into Product Units based mostly on the audiences I outlined beforehand. Product Units are smaller teams of your general product feed. Set them up from inside the advert creation set. Simply scroll right down to Promoted Merchandise and click on the + subsequent to your product feed, and click on on the “+” subsequent to “Product Set.”
From there, create your product set. You possibly can manage product units in quite a lot of methods, akin to worth, identify, sale worth, and gender.
Subsequent, think about the exercise you’re optimizing for. If in case you have a robust buy funnel and a brief buy cycle, optimize for gross sales. In any other case, use “add to cart” as your optimization objective.
You possibly can nonetheless measure the price per acquisition of a purchase order, however with “add to cart” you’re giving Fb extra knowledge to optimize with. Driving extra add to carts means you’ll want your supporting channels of e mail (particularly for deserted carts), social, and buyer help arrange, as they push prospects alongside the journey.
Create Your Advertisements
Lastly, whereas there are numerous wins to product feed advertisements, there are sadly a number of drawbacks. For one, you solely get an advert textual content part. The headline, picture, and outline are all taken by the person merchandise. Positive, you’ll be able to add a little bit of textual content round them, nevertheless it wants to use to all of the merchandise displayed.
So together with your product feed advert textual content, think about using quotes and “as featured in” to bolster your worth proposition. Take the textual content out of your greatest performing hyperlink advert, add a quote, after which see the way it seems to be. It can possible take a number of tries earlier than you discover the right match.
And that’s it! Intently monitor the brand new advertisements, identical to any advert set. In every week or two, it is best to begin seeing outcomes. If you find yourself driving just a few gross sales, keep in mind that this isn’t a technique for all merchandise bought. To enhance response, attempt are including sale costs (they’re in pink textual content within the advertisements) or altering the product pictures. Hold tinkering till one thing works.