Facebook Campaigns For E-Commerce That Convert In 2021 ?? (Warning: Long post ?)

Besides your sales process, there are 3 main puzzle pieces when it comes to creating successful FB ads:

? Branding ? Audiences ? Copy & Creative

Our goal is simply to find the best variations of these 3 puzzle pieces. Now, a sales copy is arguably the most important element from these. Yet, many people overlook it. They create some simple, short copy within a few minutes...and wonder why their ads don't produce any results. Well, today, I'm gonna share with you my top 10 tips I found after studying the some of the best marketers in the ecommerce space.

?? TIP 1: Your brand is your purpose

Your e-commerce business has a brand at the core of its identity, whether you know it or not. To find out what it is, you have to think about what you do and why you do it. Your brand embodies a set of values related to your business’s central endeavours. Some older brands aren’t aging well, because they don’t really have a clear mission. Or they do, but they don’t disclose it. Your customers build assumptions about your brand’s identity based on interactions with your company, and they aren’t likely to forget their first impression. This means that they remember you when choosing to make another purchase. How they remember you impacts how they will review you. As many as 31% of consumers are likely to spend 31% more on products and services from businesses with excellent reviews, while negative reviews can drive away 22% of customers. Dissatisfied customers are more likely to share bad stories to friends & family than satisfied customers are likely to share good stories. While happy customers might tell a few friends, unhappy customers will tell even more. That means you’ll have a whole lot more “anti-referrals” on your hands than positive recommendations. The bottom line? Deviating from your brand hurts your message. If the brand doesn’t expand its core identity, it will struggle to reach its target audience. And saturation from marketing campaigns may expose weak spots on a poor brand’s armor to a higher volume of people. That’s why you always have to match good marketing with brand values.

?? TIP 2: Focus On The Customer

One of the most important objectives of your ad is relevancy to your customers.

You will do that with your ad creative, but also with the headline and the first sentence in your ad copy. But remember, you don't want the attention of everybody. In fact, you want to repel and polarize unqualified people and attract only your IDEAL customers.

That's why HEADLINE and the first line in your ad copy are so important. All the best direct-response marketers always preach that headline makes the biggest difference. There is a space below your ad creative to use your headline... And every headline should appeal to self-interest and offer something that your ideal customer wants. Then you have the first line in your ad copy and you can either use the exact same headline you put below your ads creative... Or you can create some "pattern interrupt". For example: Highlight a specific problem that your customer will immediately answer with YES It' s a great pattern interrupt and after saying YES to your question, they will be more likely to read the rest of your advert or watch your video. People who are NOT your ideal customers will answer NO to this question, which means they will lose their interest. And that's OK. You need to realize, that COPY is your TARGETING so you need to speak directly to your ideal customers.EVEN if you’re selling a low-ticket offer.

You should know your ideal customers FRUSTRATIONS, FEARS, WANTS, and EMOTIONAL BUYING TRIGGERS. And then create a question based on one of these emotional triggers.

?? TIP 3: Use Long-Form Copy

"People don't read long copy anymore" Have you heard this?

I did, but I can tell you it's completely false. People read and you should always complete the full story of your ad and never limit your wording.

If they don't read your ad, it's because it's not good. Not because they don't read. I did countless of split tests between long copy vs short copy. And in almost every single test I’ve conducted, a long copy has beaten short copy. Especially, when targeting cold traffic (complete strangers).

It's simple: "The more you tell...the more you sell." And if your copy is interesting enough, your ideal customers will read through that. And once they start reading, they are more likely to read the rest of your copy... And eventually, click on the ad and take action.

So NEVER limit yourself when writing a copy and use as many words as needed.

?? TIP 4: Always Be Specific Within Your Offer

What do you think is more appealing?

?? A. “Get These Black Shoes“

?? B. “Once In A Lifetime Custom Handmade and Stitched Important From Italy on camel Christian Louboutin - Only 3 Left In The World”

It's obviously B.

Why? Because I've used specific details which make the offer much more desirable.

Example A is simply too vague and there is no specificity at all.

So always, always, always be specific within your copy.

?? TIP 5: Turn FEATURES Into BENEFITS

Many advertisers are so fascinated and passionate about what they sell and like to lead with product/service features in their copy.

They are explaining to prospects why their product or service is better than the competitions. But the fact is that your prospects don’t care how amazing your product is... They only care about what your product will do for them.

So you need to focus on BENEFITS instead of FEATURES and explain how the benefit directly relates to the results your prospect wants to get.

The easiest way to do that is simple "so you can" approach. Using this simple approach, you will be able to immediately turn any feature to benefit.

Here's an example: Let's say you are selling Wolf Mugs For example…

A feature can be something like this:

“These Mugs Have Been Taken Directly Off of the set of Game Of Thrones”

Now I will use “and“ approach to turn this FEATURE statement into a powerful benefit.

"These Mugs Have Been Taken Directly off of the set of Game Of Thrones and has been personally signed by Kit Harrington with your name on it“

Do you see the difference?

?? TIP 6: Understand The Customers Needs.

It's important to build a rapport with your prospects...

They need to feel UNDERSTOOD by you. If you do that, you will be able to immediately build some trust in them and make them feel more connected to you. So how can you do that? Using a famous FEEL, FELT, FOUND Technique...

The Feel, Felt, Found technique is an age-tested, proven strategy for building a rapport with your audience and gently moving them to a new way of thinking. It's a quick story where you will tell them...

“I understand how you feel...” - This part lets your prospect know that you heard him or her and can relate.

"I felt the same way..." - Here, you are letting your prospect know that this initial thought is common, meaning that the situation can change.

"Until I found (your offer)..." - In the final part, you will reveal the solution. It's whatever you are offering in your ad and you need to vividly picture the outcome you or they got after discovering this solution.

Creating a story like this is really powerful. But remember, don't make it up - it needs to be REAL!

?? TIP 7: Ethical Urgency

If you can create a TIME sensitive offer. you will definitely improve the results of your ad. Because when you create urgency, your prospect feels like they need to act quickly.

They will feel that its really important to take action immediately. But unfortunately, a lot of today's marketers turn this into disgusting lies. You don't want to do that. Be REAL.

There are plenty of ways to create an ethical urgency and make our prospects act now. Of course, if you are running some limited offer, it's easy - you just communicate how much time they have left to take action on it. If you are selling a product, you can use your LIMITED STOCK as a scarcity, because you only have so many hours available.

The simplest thing you can do is using words like "Today" "This week".

Here′s an example... I am running a lead generation campaign and offering one of my frameworks as a lead magnet. And in the ad, instead of writing just "I am giving away a FREE copy of my framework..." I wrote, "This week I am giving away a FREE copy of my framework..." There is no FAKE urgency or scarcity.

I am not saying that this offer will expire or anything. But just using these two words, it seems like the more time-sensitive offer.

?? TIP 8: Always Have A Clear Call To Action

Every ad you publish should have a clear GOAL... ...desired end result that benefits you and your prospect. It could be to make a sale... Generate lead... Get engagement on your ad (Likes and comments,..)

Whatever it is, you need to explicitly tell them to do it. Many advertisers think that their prospects will automatically know what to do next...

I can't even tell you how many times we got comments on our ads from people asking how they can get whatever we were offering... ...even if we had a link in the ad copy.

So you need to make it stupidly SIMPLE for them, to take action. Tell them exactly what they should do next, where they should click and what will happen after that.

?? TIP 9: Target 1 Audience (interest) At a Time

Targeting is always something that people get caught up on But it doesn’t have to be difficult at all. You to test one audience at a time. so that you can actually track the ones that are working. Over time you would of built up enough data to run on LLA or Custom Conversion. Just keep it in mind and that you have to be writing down your tests or it’s pointless and you’ll be wasting your money.

Our tool https://www.markadz.com will help you to find plenty of interests to target.

?? TIP 10: Test, Test, Test

These tips will definitely help you improve your marketing. But it's not enough. You need to test. Advertising needs to be done on a scientific basis. No assumptions. No guesses.

You can make a decision only based on the REAL numbers and data. So create different angles/variations of your ad copy and test them. You'll never know what's going to work until you TEST.

Now go and implement these tips into your own advertising campaigns. Did you get a REAL value from this? If so, please send me a message! And if you have any questions, I’m more than happy to help.

If you run a Shopify store, you can start a 14 days free trial on https://www.markadz.com to optimize your advertising campaigns.