It’s All About the Product
The single most important choice you can make for an eCommerce campaign on Facebook is featuring the right products in your ads. You can have cleverly inventive copy and a fantastically optimized landing page, but it’s all for naught if no one is interested enough in what you’re selling to click on your ad. So how do you pick the right product? Here are five best practices for your Facebook News Feed ad creative.
1. Uniqueness vs. Utility
You need clicks of course, but the trick is to avoid meaningless clicks when possible. Featuring a funny novelty tee or quirky uni-tasking tool might get a great click through rate, but it will most likely not attract the kind of customers you want – those that repeatedly come back to your website to make purchases. A better approach is to feature items that are not only interesting and unique so they stand out from the crowd, but are also more representative of the kinds of products you have available on your site every day. This provides consistency and lends longevity to your ads.
2. Price Point
Products that have middle-of-the-road or near the average item price on your website typically perform best. You don’t want to pick items that are so expensive that they are merely aspirational for the majority of Facebook users. Also, it’s important to keep in mind that cheap impulse purchase items can lead to customers with poor lifetime value.
3. Trends and Seasonality
It may seem obvious, but it is monumentally important that you stay on top of blogs and TV shows related to your industry to keep up with trends. Be ready to strike while the iron is hot! You’ll also want to consider where you are in the season. For example, you may have missed the boat for strappy sandals or Adirondack chairs by mid-August, but it’s the perfect time to start introducing fall boots and autumn décor.
Don’t forget to mine your own data to determine what the hottest sellers are on your site. Is there a specific product category that consistently outsells the others? A particular brand or even color that is trending? Use that information to guide your product selection process.
4. Images Engage.
Now that you have your products picked out, do them justice by using images that are truly product-focused. Facebook users have become accustomed to seeing ads in their News Feed and are more likely to skim past them. It’s important to make sure your product dominates the footprint of your ad.
If you’re using busy lifestyle images with a lot of environmental background noise, it’s too easy to skip right past the ad without ever knowing what is was for. Close-ups of brightly colored products on a white or neutral background are ideal in terms of getting your product in front of users quickly and succinctly. If you only have lifestyle imagery, try to keep it closely cropped on the product and make it the obvious focal point of the image.
5. Iterate Frequently – Images, Then Copy.
Remember that there is a daily frequency cap for News Feed ads, giving you limited opportunities to capture your targeted audiences. Having a large arsenal of product images ready to go, helps you to keep ads fresh for users and make each impression count. When iterating, it’s most important to cycle through a variety of products to find your next big winner; exploring variations on copy is secondary in importance. It’s a good idea to get a handle on whether “15% off” or “$15 off” works better, but wait until you have a proven successful image to test with so you’ll be able to more accurately gauge the impact of different copy.
The products you feature in your ads can make or break a campaign – so choose wisely by considering the price point, usefulness, and seasonality of the products you feature. Next, make it easy for users to immediately understand and engage with your ads by keeping these perfect products front and center in your imagery. Finally – iterate! Keep things fresh by cycling new product images into the mix on a frequent basis.