The 7 Best Facebook Ad Targeting Tips for Your Ecommerce Store
If you run an ecommerce store, you know efficiency is key. This extends to everything you do – from product development and distribution to advertising. Unless you’re operating with a massive ad budget (lucky you), you probably don’t have the time or resources to mess around with Facebook ad targeting that doesn’t convert as well as it should.
Luckily, you don’t have to.
When you understand how to tweak and target your ads effectively, you can kick back, relax, and enjoy high-converting ads that work hard for your brand.
7 Facebook Ad Targeting Tips to Supercharge Your Ecommerce Store
Whether you’re new to digital advertising, or an old hat looking for some new tricks, these tips can help you boost your ad ROI and claim the customers you want:
1. Target “Lookalikes” of Your Best Customers
You already know you can’t afford to let your best customers slip through the cracks, but what about the customers who look and act like your best customers, but haven’t actually purchased anything from you yet? These “lookalikes” are an underexploited source of gold for most ecommerce brands and a crucial part of successful Facebook ad targeting.
To drive new traffic to your ecommerce store, start utilizing Top Customer Lookalike audiences. You can also use a Website Visitor Lookalike audiences to drive new traffic to your site and store.
2. Target Customers Based on Demographic
If you’re looking to drive more customers from a certain demographic, interest, or online behavior to your ecommerce store, start advertising to specific groups and audiences through Targeted Audience ads. Not only do these ads allow you to laser-focus your ad budget and tap into your most lucrative groups, but they also help ensure you’re not wasting your time on unproductive demographics or individuals.
3. Retarget Customers Who Abandon Their Carts
According to Baymard, U.S. organizations could recoup something to the tune of $260 billion in lost revenue if they mastered the art of abandoned cart retargeting. This is especially important right now, given that a whopping 72% of Millennials (the marketing group with the largest combined spending power, mind you) are open to retargeting.
With this in mind, find ways to retarget the customers who abandon carts on your site. By investing in targeted ads that direct themselves at the customers who left your ecommerce store before completing their purchase, you can recoup those lost sales bucks and build your bottom line quickly and easily. This is an important stage in ensuring that you’re topping up your funnel, you can learn more about full-funnel marketing, here.
4. Display Dynamic Product Ads
Kick up your product displays by investing in Dynamic Product ads. These carousel advertisements show potential customers products they’ve viewed (and, probably, lusted over) but haven’t purchased. A smart way to get your products back in front of customers, once more, Dynamic Product ads are a fantastic way to push more sales and support ecommerce growth.
5. Target Top Customers
According to HelpScout, loyal customers are worth an average of 10x the value of their first purchase. What’s more, ecommerce brands have a 60-70% probability of selling to an existing customer, compared to a 5-20% probability of selling to a new customer.
These stats set the stage for the importance of Facebook ad targeting that targets top customers. By bringing your best customers back to the store and providing them with exciting offers, you can improve your customer frequency rate, not to mention customer loyalty!
6. Target Previous Website Visitors
When you target previous website visitors, you direct advertisements to anyone who has visited your website in the past, regardless of when, where, or how they bounced off. This helps you cast a broad net and make a solid play for people who didn’t quite manage to convert the first time around.
7. Court Your Ready Customers
Don’t let your ready-to-purchase customers fall through the cracks. Instead, bring them into the fold of your brand by targeting them with advertisements that encourage them to make a first or subsequent purchase. An essential part of a comprehensive advertising strategy, Ready Customer ads are critical for sales and new traffic. Use analytics to find out your Customer Frequency Rate and create a dynamic audience that only targets customers that fit into that timeframe.
This way you’ll never waste money adverting to people who have just made a purchase, and you’ll be engaging them again when they are ready to hear from you.
It’s a Bird! It’s a Plane! No – It’s Your Ecommerce Ad ROI!
You work hard to build your ecommerce brand, so don’t let it underperform because of poor ad ROI. Instead, follow these seven ad retargeting tips to earn new customers, bring the old ones back, and help your ecommerce store grow like gangbusters.
BONUS: Once you have your targeting game on lock ensure that your ad creative is A+ by checking out our blog post on high-converting Facebook ad creative, here.