7 Reasons Why Every E-Commerce Store Should Be Doing Facebook Advertising in 2019
There are over a thousand e-commerce websites which are launched every year.
While they spend weeks in developing or choosing their products or negotiated the prices with the various business partners, there is a common mistake which almost all of them make and that leads to their early death.
Due to lack of budget, they all spend more time and focus on “free” marketing channels like SEOs and social media posts in order to grow their online store.
What they don’t realize is that the time it takes to grow their businesses via “free” channels is the time they are waiting for orders to come.
They do not realize the monetary value of their time.
The are some of the brands who have gone from zero in sales to doing $100 millions in sales with over 100% yearly growth rates.
And these companies are spending 90% – 100% of their marketing spend on paid channels like Facebook ads, Instagrams ads and influencer marketing.
Made.com, a furniture e-commerce website started off by spending heavily on Facebook advertising, bought Google Ads for popular keywords and within a few years, they are now doing well over $100 of millions in sales.
Let’s talk about a brand that everyone knows.
Amazon is a giant online eCommerce store that sells everything and anything on their website and has an annual revenue of close to $180 billion.
180 billion Dollars…
At this time, they are really unbeatable.
But do you know who Amazon is scared of the most these days?
And do you know the company that is the largest competitor of Amazon right now?
It’s not Ebay.
It’s not Alibaba.
It’s a company that only started in this decade.
Have you heard of Wish?
Wish specializes in offering upto 90% discounts on unbranded products, sold by small businesses directly to consumers.
This way, they can reduce the cost of multiple logistics, warehousing, operations, etc.
The only catch is that the waiting time for get your products is usually up to a month.
They completely rely on one strategy : rock-bottom product pricing.
According to some latest figures, Wish is :
- #1 downloaded app in the U.S. in 2017 in shopping category
- valued at $8.5 billion with revenues reaching $2 billion in 2018
- 75 million monthly active users (MAU)
Wondering why we are talking about Wish?
That’s because Wish spend over 90% of their marketing budget on Facebook and Google Ads.
Surely, a company clocking $2 billion in revenues must have explored other channels of growth but if they choose to spend almost their entire budget on online ads, they must have seen the advantage of Faecbook and Google ads over other marketing channels.
And if you are still wondering whether you should or shouldn’t spend your budget on Facebook ads, then you should read below.
Here are 10 reasons why every e-commerce company (and everyone else) should be doing Facebook ads in 2019:
1. Your target customers are on Facebook and they’re spending most of their time on Facebook
Facebook has over 2 billion active users.
That’s 30% of the world’s population. That’s 75% of the internet’s population i.e. people who have access to internet.
It’s safe to assume that your target customers are on Facebook.
On an average, Americans spend over 90 minutes on Facebook reading news, sharing pictures with friends, looking at pictures of friends, interacting with their favourite brands, complaining about poor services.
Your target audience is engaged on Facebook.
2. Facebook offers a massive opportunity for advertisers to reach their audience
In order to reach these 2 billion active users, how much are advertisers spending on Facebook?
The answer is approx. $40 billion per year.
So for every active Facebook user, advertisers spend $20 per year.
If you are an advertiser, you know straight away, that this is a very low ad spend for such an engaged audience.
If it’s still not clear, let’s look at the same number for one of the largest ads platform – TV.
In US, the number of TV viewers are approximately 300 million. (Source : eMarketer.com)
And how much are the US advertisers spending on TV?
$70 billion !
That’s approx. $233 of ad spending for one viewer on Television. That’s not even the engaged users.
That’s more than 10 times that of Facebook ad spend.
And that’s where there is a huge opportunity for advertisers to increase their spend on Facebook and get more business.
3. Facebook allows you to target your audience in great detail
One of the best reasons to advertise on Facebook for e-Commerce stores and startups is that you can go in as much detail as you want when it comes to targeting your audience.
Stop wasting your ads dollars on attracting people who won’t buy from you.
A highly targeted audience means that you can control who should see your ads and if some groups are not converting well, you can quickly remove them from seeing your ads because they are not the right customers for you.
You learn so much about your customers from Facebook ads that you wouldn’t have been able to do on your own.
In fact, I highly recommend startups to start with Facebook ads even with a minimal budget to learn about who their target audience or customers are.
According to an eMarketer, 96% of social media marketers worldwide said that Facebook produced the best ROI for them among all the social media advertising platforms.
4. Facebook Ads are cheap and you can get started on a low budget
Depending upon your ad type, who you are targeting and your industry, Facebook ads can be as cheap as a few cents. Surely, if you’re from a highly competitive industry, you may be paying tens of dollars to convert a visitor.
But largely, Facebook remains a low-cost option of advertising for small startups and companies who are just starting out.
I recommend starting with a minimum budget of $500 per month to be able to see results from your campaign and obtained solid data to take advantage of.
Don’t go too high with your budget if you are starting out because most likely, your ads are not performing as well as they could be once you optimize them.
It’s better to get some data on your audience, ad types and their performance and then use that data to optimize further.
But don’t go too low on the budget because you will simple not have enough data to make decision on what to optimize.
5. Setting up Facebook ads is super easy
Apart from the fact that you can started with a low budget, it is very easy to get started with Facebook Ads.
You don’t really need to have a high budget or a team of marketers working for you to get started with the ads.
If you are a small business with a Facebook Page, you can really advertise your business with the existing posts that you have shared on your Facebook page.
All you need to do is define who you want to target, their locations and interests which can be easily done because you know your customers already.
If you don’t know who your customers are, then it is all the more reason to start with Facebook ads to discover your ideal customer profile or most profitable customers.
Setting up your first campaign on Facebook Ads Manager is a much easier process than any other similar ad platforms like Google AdWords. And the amount of information you can get about your customers behaviours through Facebook is significantly more valuable and cheaper than Google AdWords.
6. Facebook Lookalike Audiences is a powerful customer targeting tool for advertisers
If you have a database of your customers, you can simply upload that database on Facebook and its algorithm will find and create the audiences which are the most similar to your targeted audience.
I recommend submitting a database of highly profitable customers types which contains between 1000 – 5000 users.
Definitely not less than 1000 users and not more than 5000 users.
This is because less than 1000 users, you are not giving enough detail about your customers and the Facebook algorithm will find a lookalike audience which doesn’t perfectly match your target audience.
If you provide more than 5000 users, your database might not be a focused database with profitable customers.
This will further reduce the conversion rates or opt ins from the lookalike audience.
7. Remarketing is an advertiser’s best friend
Remarketing opens up so many options as a advertiser that you can’t be missing out on this.
Facebook remarketing is highly accurate and much cheaper than regular ads.
Basically, you are marketing your ads to those who have already visited your website and these people are aware of your brand.
Probably, you already know how they interacted with your brand and you can segment your ads based on those who abandoned the cart with someone who checked the demo of your product.
Nobody buys your product the first time and as a marketer, you need to be visible to the same people multiple times and make sure that they interact with your brand, they have all the information that they are looking for.
Remarketing allows you to move your audience through the sales funnel in an easy and cheap way.
At AdPense, we recommended starting with 10% of your budget to remarketing and then slowly increasing it to 20% – 25%.
The only drawback is that you have to set up Facebook Pixels on your website and it might seem like a daunting task for some non-techie marketers.
What are your biggest challenges in starting your first Facebook Ads Campaign? Let us know in the comments section.
At AdPense, we want to help marketers understand Facebook Ads better and encourage them to start using them effectively. Check out other resources in our blog.
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