Facebook has become one of the largest sources of off-site traffic for cross-border e-commerce sellers. Facebook ads can help sellers attract more visitors and play a huge role in increasing sales. However, as more and more sellers begin to place paid ads on Facebook, and Facebook’s algorithm continues to be adjusted, competition among peers has become more intense. Therefore, sellers need to pay attention to skills when placing Facebook ads to maximize the effectiveness of every advertising expenditure to achieve the purpose of improving product conversion rates.
1. The logic of launching advertising
Before launching Facebook advertising, you must first have a macro layout of advertising so that you can be targeted during the specific operation process, so that Advertising is more operational.
(1)Clear the goal of advertising
The first step in creating a Facebook ad is to clarify the goal of advertising. Ask yourself what purpose you want to achieve by advertising. Do you want to build brand awareness or attract traffic? After determining the goal, you should use this goal as a guide to carry out advertising operations.
Build brand awareness
If the purpose of advertising is to promote your brand to more people, then you can focus on telling your brand story to users during advertising operations, such as introducing The original intention of establishing the brand, introducing your own brand culture or store location, etc.
Attract traffic
If sellers want to attract users to their stores through advertising, they first need to give them a reason to enter the store, such as new products on the shelves, price reductions, seasonal Events, seasonal clearance, etc. are all good reasons. Sellers can make their ads more relevant by stating their store address in their Facebook ad copy.
(2) Understand the target audience
The advertisements placed by sellers must directly meet the needs of the target audience, or eliminate obstacles that prevent the audience from becoming their customers, so that the advertising can truly play its role. . Let the audience know through advertising what functions your goods or services have and what needs they can meet. For different audiences, buyers should use different advertising creatives to accurately capture the needs of each different audience group.
For example, for a store that sells high-quality women’s clothing, its target audience will be mother customers and working women. Their needs for clothing are different: mother customers like comfort, fashion, Clothes that are stain-resistant and easy to move around. What working women need is clothes that keep up with the trend and are suitable for both work and leisure occasions. Therefore, sellers should tailor different advertising creatives for their two types of audiences, so as to more effectively attract the attention of audiences with different needs.
(3) Establish an advertising theme with a unified style
After the seller has clarified the information he wants to convey to the audience, he can consider establishing an advertising theme or concept with a unified style to combine all the advertising themes. ads are strung together to form a campaign. This will help sellers promote their brand concepts to the audience from a unique perspective, or explain the unique features of their brands.
2. Choose the appropriate advertising format
Facebook’s advertising formats are very rich and can be divided into many types according to different dimensions. For example, according to placement, it can be divided into information flow ads and sidebar ads; according to the form of advertising, it can be divided into video ads, full-screen ads, carousel ads, picture ads, and boutique ads. Different advertising types have different characteristics. Let’s analyze Facebook’s advertising characteristics from the dimension of advertising expression
(1) Single image advertising
Single image advertising, as the name suggests Just complete one image, as shown on the right. The ad only displays one image at a time, and users can add up to 6 different images to cycle through when the ad is displayed.
Single image advertisements require that the image be in rectangular format, with a size of 1200×628 pixels, and an image ratio of 1.9:1. The text content in the advertising image must not exceed 20% of the image area.
(2) Single video ads
Similar to single image ads, single video ads allow users to display a single video. Video ads can be up to 60 minutes long, have a maximum capacity of 2.3GB, a minimum resolution of 720p, and the video thumbnail must contain no more than 20% text. When placing Facebook video ads, it is best to control the ad length to about 3 minutes, and 1 minute ad length is most effective. Of course, if you can quickly catch the user’s attention within the first 15 seconds, it would be best to present the essential part in front of the user’s eyes.
(3) Carousel ads
Carousel ads allow readers to scroll through two or more different pictures or videos while reading, just like browsing a gallery. Therefore, sellers can add more creative content to carousel ads than a single image ad.
With carousel ads, sellers can display multiple products in one ad unit, or show different product angles, or explain product details, thereby delivering the required information to users. Sellers can also use a carousel ad image to tell a story.
The image format required for carousel ads must be square. The recommended size formats are 1080X1080 pixels and 600×600 pixels. 800×800 pixels is also a common format. The proportion of text content in the ad must not exceed 20%.
(4) Slideshow ads
Similar to carousel ads, slideshow ads allow users to cycle through multiple ads and images. However, slideshow ads can scroll automatically without any action from the reader. You can add up to 10 videos or images to each slideshow ad, and the ad can only be displayed for a maximum of 50 seconds.
(5) Full-screen advertising
Full-screen advertising refers to the combination form of “picture + video + button + text block + product series”. Compared with traditional video, full-screen advertising The biggest feature is that advertisements can be displayed in a panoramic view, which can bring users a better viewing experience.
It should be noted that this form of advertising is only supported on Facebook mobile, and an ad must use at least two carousel images or videos. In addition, the ad length is recommended to be limited to 15 seconds.
(6) Collection ads
Boutique ads usually display a picture or a video or a slideshow. At the same time, pictures, videos or slides can also be displayed below the picture or video. It is the product details link in the slide, as shown on the right. Simply put, boutique advertising is in the form of “picture/video slideshow + product catalog”.
When a user clicks on a boutique advertisement, Facebook will direct the user to a full-screen advertisement, allowing the user to enjoy a full-screen browsing experience. This kind of advertisement enhances the convenience of users to browse products, and the user does not need to leave LIKECOMMENT Facebook to go to the app. Product details can be browsed, which greatly reduces the browsing threshold for users. Boutique ads are most suitable for e-commerce sellers to use product videos and picture materials to display products. They are especially suitable for dynamic product advertising (DPA) and sellers with product catalogs. However, it should be noted that boutique ads are only suitable for mobile ads.
The image size requirement for Collection ads is 1200×628 pixels with an aspect ratio of 1.9:1. The recommended video aspect ratio is 16:9 or 1:1.
3. Obtaining and selecting advertising images
Sellers can display their products and stores to more people by placing Facebook ads, and images are an essential element in advertising. . Pictures can speak, and a wonderful picture can often convey information that words cannot.
(1) How to obtain advertising pictures
Before showing pictures to users, you first need to prepare picture materials. Sellers can obtain picture materials in the following ways:
Using stock photos, Facebook provides users with a comprehensive Shutterstock library of images that are commercially licensed and can be used in all Facebook ad formats. Therefore, when users create ads, they can select pictures related to their products from the gallery and use them without paying any fees.
Hire a professional photographer to take photos. In order to show professionalism, sellers can hire a professional photographer to take photos to obtain high-quality advertising images. Of course, when hiring a professional photographer to take photos, you should try your best to show content related to your products.
Take photos yourself. If you don’t have the budget to hire a professional photographer to take photos, and you don’t want to use stock photos that don’t highlight the features of your product, you can try taking photos yourself. When taking photos, pay attention to the shooting angle and light. You can try filters or image processing software to reasonably beautify the photos.
(2) How to improve the creativity of pictures
If you want your pictures to stand out among many advertisements, you must first ensure the high quality and interest of the pictures, so that they can be better To attract users to stop and watch. Sellers may wish to learn from the following tips to improve the creativity of their images.
Ensure that the image has a single focus and ensure that each image only displays one topic to the user. If you want to use images to display multiple topics, you can use carousel ads or video ads.
Ensure the consistency of the visual effects of the images, and ensure that all images under the same campaign are visually consistent. This will make it easier for users to identify your ads and stop to view what you want. the message conveyed.
Incorporate the brand into the image. To establish a connection with users and let them remember your advertisement, it is very important to brand the advertising image. However, it is not recommended that sellers paste the brand’s logo directly on the advertising image. Sellers can use a more clever method to integrate brand elements, such as logo, store location, etc. into the image, so that it appears more natural and real. As shown in the picture on the right, in the advertising image produced by Sona Med Spa, it uses a woman as the foreground and the spa wall with the brand logo as the background. The brand elements are carefully and skillfully integrated into the advertisement.
(3) Principles for selecting advertising images
When advertising on Facebook, creating and selecting appropriate and exciting advertising images has a crucial impact on marketing effectiveness. When selecting pictures, you should pay attention to the following two points:
Choose pictures according to the target audience. When selecting pictures, you should analyze the characteristics of the target audience of the advertisement, for example, according to gender, age or other demographics Characterize the target audience and try to choose pictures that resonate with the target audience.
Test the effects of images. No matter how you obtain advertising images, when selecting images, you must first test the effects of images obtained through different methods to find the best response. images and then use them extensively in advertising.