(1) Scientific and reasonable audience selection
For cross-border e-commerce operators, the audience of a Facebook ad can be divided into three categories:
①Core audience. The core audience refers to Facebook users whose keyword tags can directly correspond to the product. For example, if a merchant sells clothing suitable for young women, it can use Facebook interest tags to target female users aged between 15 and 35 who love fashion and shopping.
②Custom audience. There are two main ways to obtain custom audiences: one is to automatically match Facebook users through the merchant’s customer email information; the other is to lock Facebook users by matching the company’s official website or store page with Facebook browsing history. Currently, domestic platforms such as Weibo can also automatically match users’ Taobao accounts and push relevant advertising information.
③Similar audience. That is, through the common characteristics of users related to the merchant, a model is established based on these characteristic data, and Facebook users are selected from them. For example, a merchant can model the characteristics of all customers who shop on the platform and then find the target audience from the Facebook platform.
The value of these three types of audiences cannot be ignored. Merchants can further arrange advertising budgets based on the value of the audience to achieve more ideal marketing results.
(2) Effective advertising material settings
A good Facebook ad should also use effective advertising materials, such as:
① The images used in the ad use specific logos such as corporate or brand logos.
② The materials used in the ad include information that users want to know, such as the price of the product.
③ The display of the products in the ad is very three-dimensional, which helps users understand the products more comprehensively.
④ The display of the products in the ad focuses on communication with users and can arouse users’ emotional resonance.
Better and more effective advertising material settings will also bring higher clicks to the ad, which in turn will bring higher traffic to the merchant, and will inevitably be converted into higher sales.