Facebook ads can improve your sales on Amazon in surprisingly short amounts of time, but only if you really know what you’re doing.
Believe it or not, Facebook ads are actually fairly simple to set up and run.
It’s all about presenting the right product, to the right audiences, at the right time, with the right message.
Sounds complicated? It’s really not.
Let’s take a thorough look at all you need to know to create a game-changing Facebook ad for your Amazon business:
The first thing to understand about Facebook ads in order to create an attention-grabbing ad is that they are meant to be interruption ads.
What this means is that you have to create such content that appears on your audience’s feed to make them stop whatever they are doing, and engages them right away.
The trick to do this is a bit more complicated than just using “interesting” content. There are several factors to consider.
Let’s start by first explaining the basics:
Images are always more appealing than text, but the right images will really take your ad clicks to the next level.
For instance, consider this image:
If you saw this image come up in your Facebook feed, you would want to at least look at it for a moment. This is the very first step towards grasping an audience’s attention, and this is exactly why images play such a powerful role in creating enticing Facebook ads!
Basically, there are three types of images you can use:
1.Images that include offers too good to let go. For example, any ad with a significant discount offer (like “70% OFF!”) or a big “FREE!” written on it is highly unlikely to go unnoticed.
2.Images that reach out to the audience and gain their trust. These include brands endorsed by celebrities or well-known influencers or even by another popular brand.
3.Images reflecting your brand or product’s hook. (We’ll come back to this later in detail)
What your ad image should not be focusing on is explaining your product’s packaging. It shouldn’t just be to show how your product looks from the front and back (or the sides either!).
A good ad image is more than just an image of your product. It tells a brand story and displays your product’s benefits. It should demonstrate how the product is to be used (to show how easy it is to use).
Text is generally less appealing than images, but there still are ways to make it interesting.
There are three types of audiences to consider while writing your ad description:
Advertising to colder audiences is obviously a bit more difficult than advertising to warmer audiences because with them, you don’t just have to showcase your product, you also have to introduce your brand.
Since ad descriptions are best kept as short as possible, the task of both advertising and introducing a brand within a limited word count can get a little tricky.
Audiences (especially cold ones) are almost never willing to go through lengthy ad descriptions. So, how to attract them towards your product and explain all its key features and benefits while still maintaining a short, catchy ad description?
Let me share a simple way to do so. Have you ever seen those Facebook ads with the buttons like “Learn more” or “Buy”? That’s your trick.
Consider this example:
Notice the ad description? It’s mainly focusing on grabbing the audience’s attention, not on explaining the product’s detailed features (this makes audiences curious and they end up wanting to learn more).
Once you have the audience’s attention, they will excitedly hit that “Buy” button and this is where you should add all those detailed features:
If you just add all this text to your initial ad description, your ad would most likely have been considered too long to even read.
The audience first needs to be given a chance to get interested before you hit them with a lengthy ad description.
When you create an Amazon Facebook ad to sell your product during your promotion, there are two ways your ad can appeal to the audience:
It can either sound like, “hey, here’s my product and here’s a discount I’m offering. Now please do me a favour and buy this product for me on Amazon.”
This is where people get bored.
On the other hand, it can also sound something like, “here’s our awe,some product that you absolutely need to buy right now. Good for you, we’re also offering a discount on it! Don’t miss out on this opportunity and buy this product for your ease right now!”
The difference lies in however you present your product to the audience. Take a look at these two ads for the same product:
Notice the difference?
The first ad is merely listing down the product’s features while the second one is addressing the buyer’s pain point by telling him that hey, we totally understand your problem and that’s why we’re offering an amazing solution to it (now at 50% off). This is what an ad hook is.
We already discussed the dos and don’ts of product images and descriptions. Now, let’s look in detail at another game changing factor: positive emotional responses.
Take a look at this ad:
The ad description clearly acknowledges the audience's pain points and then offers a solution. It sounds less like an advertisement and more like a life-saving offer. This is exactly what ad should sound like!
The goal here is to simply make people realize that the reason they should buy your product is because they need it, and the trick all lies in making an emotional connection.
When writing your ad, put yourself in the buyer’s perspective. Ask yourself, why would someone want to buy your product? When you have the answer to that, dig deeper When you create an thisplaceswer?
Keep digging for a couple of levels more and you’ll find an emotional connection between your product and the buyer’s needs.
This takes us to Facebook ad hooks. What are they and how do they invoke positive emotional responses? Let’s discuss this in detail:
A hook represents the reason behind why someone would want to buy your product. It communicates the benefits of your product, not its features.
These benefits are especially catered to the needs and emotions of your audience so that they feel that your product has the potential to make their lives easier, healthier, richer and just generally better.
For example, let’s suppose you’re selling a garlic press. A garlic press is a pretty unemotional and unexciting item, right? Let me tell you why you may be wrong here.
To find the hook here that reaches out to your audience’s emotions, start by first listing down the benefits of your product.
In this case, a garlic press
Now, ask yourself, “why would I want to buy a garlic press?”.
“To save time!”
Dig deeper: “Why would I want to save time?”
“To prepare quicker meals so that I can spend more time with my family over dinner/make quicker meals to not be late for work or classes” etc. This is actually where you keep your audience and their lives in mind to truly hit their pain points.
Dig further. “Why do I want to spend more time with my family?/Why do I not want to be late for work?”
“My kids complain that I don’t spend enough time with them.” or, “I already have too many tardies”. Be creative. Place yourself in the audience’s position and think earnestly.
Now, let’s combine all the answers to write our ad description:
“Do you want to spend more time with your family over dinner? Do your kids complain about the hours you spend in the kitchen? Don’t worry! Use our garlic press (now at 80% off!!) to peel and mince easier and quicker. Save time in the kitchen and spend it with your loved ones instead!”
The possibilities are endless! All it takes is a bit of perspective and some creativity to create an irresistible ad hook that connects to your audience on an emotional level.
We talked about hitting your audience’s pain points to make emotional connections, but that is impossible without first knowing who your audience is.
Let’s go back to the garlic press example. You know one thing for sure for its audience: they all cook. But this could include several different kinds of people. For instance, a professional chef, parents who want their children to eat healthy, a hobbyist who loves to cook, and many others.
All these kinds of people have different pain points, which makes it impossible to target them all together with a single ad creative. All of them are interested in your garlic press but you have to tailor your message to each one of them differently.
However, all of these people have some things in common, such as following cooking pages on Facebook, liking cooking channels, viewing recipes online and in magazines etc.
These are the common features of your different audience groups that you can use to easily build a custom audience on Facebook. To do so, you will have to provide your customer avatar’s demographics in the Facebook Ad Set level. Here’s how it looks:
You can later create multiple ad creatives to reach out to each individual audience group that specifically targets their pain points.
It’s super important to know who you’re talking to so that you can tailor your messaging accordingly.
For example, if you want to reach out to home cooks who like making healthy meals for their families, your creative should look something like this:
Similarly, if you want to target professional cooks, you can change your messaging accordingly and hit their pain points to make an emotional connection.
But again, in order to be able to do any of this, you first need to identify your audiences and their demographics.
There are multiple ways to do this. Google is a good option to use to research your customer avatar. My favorite ways to learn about my audiences are to use the Facebook pixel, customer lists, product inserts to build up email or messenger lists and last but not the least: surveys.
Surveys are a great way to learn more about your buyers. But how to get your buyers to fill out surveys?
There are a number of ways you can do this, but I like to use product inserts. I usually include URLs that lead to product warranty registrations, and also ask a few questions like:
Answers to questions like these give you an understanding about why people want to buy your product. You can use this information to identify the interests and demographics of your audience, and then target people on Facebook using this data.
You can also use this information to write effective ad creatives that invoke positive emotional responses.
Hitting an audience’s pain points is only possible when they already have a problem that needs to be addressed. In our previous example, the audience were people who had a problem with spending too much time on peeling and mincing garlic.
However, what if the audience doesn’t even have a problem? (Or maybe they do, but they don’t know about it). Does this mean that you don’t have a pain point to target?
This is the question sellers often ask themselves when they try to market a brand new product.
Yes, selling a unique product to a cold audience is more difficult than selling a product that the audience is already familiar with, but it’s not impossible. Let me explain why.
The main problem with selling a unique product is that the audience doesn’t easily understand how your product is going to benefit them. Moreover, they have no brand awareness at all. Both of these factors make it a little difficult to gain customer trust.
So, the first step towards making a sale is to make the audience understand why they need your product. The way I do this is by setting up a blog on my website about the problem I want to address.
For example, if I was the first person ever to invent and sell a garlic press, I would put up blog articles about how people get stinky hands from peeling and mincing garlic, and how it is such a time taking process.
After introducing the problem, I would relate it to my product and offer it as a solution.
This is just step one of introducing the product idea. I am not marketing my product yet, I’m only telling the audience that hey, here’s a problem you often face and look, there’s a solution for it too.
The trick is to install a retargeting pixel on this blog page and track all the traffic you get via this pixel. Once I have a list of all the people who read by blog, I will retarget them later with a Facebook ad for my Amazon product.
At this point, I am no longer targeting a cold audience. Instead, I’m retargeting people who already know that they have a problem that can be fixed with my product, and this is exactly what makes all the difference!
Facebook Ad relevance score is a measure of how well your ad is received by your target audience. It directly quantifies the engagement level of your ad on a scale of 1 to 10.
Ads with low relevance scores rarely work great while ads with high relevance scores are usually more successful.
For a seller, this score is more than just a way of knowing how well your ad is doing. It also tells you how much you would have to pay per click. The higher the score, the less you have to pay! This means that if your ad score is too low (less than 5), it can actually cost you more.
So, if your score is higher than 6, you’re already good to go. However, if it is 5 or less, you should consider tweaking it a bit to improve your relevance score.
One important thing is to let your ad run for some time before re-optimising it. Usually ads start a little slow but then improve significantly after gaining some audience interaction.
Another thing you should know is that your relevance score does not show up immediately after you launch an ad. Facebook takes some time to collect data before it determines the score for your ad.
Keep in mind, ads with low relevance scores can be quite worrisome because first, they cost you more and secondly, they still don’t do as well as ads with higher scores.
If you see your scores being consistently low, it would be a good idea to try a different path to reach out to the audience.
The first thing you have to choose while setting up your Facebook ad is your Campaign Objective.
The reason why I’m talking about this last is because there are a lot of other things to make your mind up about before you actually go on Facebook and create an ad. You should always keep the end in mind. In order to set up an ad correctly, you first need to set goals and strategies.
So, now that you’re done with all that, it’s time to set your ad up. When you go on Facebook to create an ad, here’s the first thing you see:
Your selected campaign objective tells Facebook about the goal you want to achieve through your ad. Facebook uses this information to optimise your ad accordingly. You can even say that your ad’s success relies majorly on your campaign objective.
Facebook divides its users into 4 categories:
You get to choose which one of these categories you want your ad to reach out to.
Most sellers want people who click on their ad to go to another page (your Amazon product listing in this case) and make a purchase. “Traffic” or “Conversion” objectives are usually the right choice to achieve this.
Let’s talk about these two most frequently used (and also most effective!) campaign objectives in detail:
This objective tells Facebook that you want to generate more and more traffic to a particular page.
You don’t have to specify what exactly you want people to do after going to your page, which is why this objective can be used for a wide range of purposes. You can use it to run promotions, build brand awareness and even to improve your keyword ranking on Amazon.
Remember what we discussed about building warmer audiences prior to launching your ad for unique products? This is the way to do that. You can easily get more and more people to visit your blog article and get familiar with your product idea!
Unlike the Traffic objective, the Conversion objective specifically tells Facebook that you want more sales, you want people to go to your site and make a purchase.
Facebook then optimises your ad accordingly and reaches out to audiences that are most likely to enter their email addresses in order to claim discount coupons, warranties or to make purchases.
Conversion objective is thus a more focused approach that can only be used for specific goals. It works great, but it is a bit more complicated to set up than traffic objective.
First, you have to create a Facebook pixel. It should be installed on your website and particularly on the page with the buying option (because this is where conversions actually happen).
This means that you also need to have your own website and landing pages, because you can’t just install a pixel on your Amazon page:
You don’t need to do any of this with the Traffic objective. You can just send traffic directly to your Amazon listing instead.
However, if you’re willing to do all the work, the best way to create an ad would be to first start with the conversion objective. If that doesn’t generate substantial sales, switch to Traffic in order to increase engagement and let Facebook know which people it should display your ad to.
Let’s take a quick look back on what we learnt in this post.
This is it!
This is all you need to know to create a Facebook ad for your Amazon products that actually works. If you don’t lose sight of your goals and keep moving persistently, you’ll double your conversions via Facebook ads in no time.
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