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Note: The brands featured herein are meant to serve as compelling examples, and are not Nanigans customers unless expressly noted.
Facebook is a goldmine for ecommerce companies looking to reach a large audience of shoppers. Digital advertisers can combine the power of robust targeting options with a wide range of direct response ad units — such as carousel ads, video ads, canvas ads and dynamic ads. Additionally, Facebook’s growing mobile audience means it’s an ideal platform for boosting installs of your ecommerce app.
Here’s how four retailers are taking full advantage of Facebook’s ad offerings:
Precise targeting is a vital part of making your ad campaign a success. Sending the right ad to the right audience at the right time is important if you want to generate clicks — and more importantly, purchases. Targeting towards an important life event, such as a new baby or engagement, is a great way to make sure your ads end up in front of people who have a particular use for your products.
JustFab uses targeting to ensure that its ad for wedding fashion reaches the right audience of newly engaged Facebook users. After all, sending an ad for wedding-related products to a user who isn’t engaged or is already married is a waste of ad spend. By creating ads that specifically address an important life event like marriage, JustFab increases the likelihood of users clicking on its ad and making a purchase.
Video is growing in popularity on Facebook, and it’s not hard to see why. This dynamic ad format is perfect for engaging mobile audiences and presenting users with a visually immersive ad viewing experience.
Nike‘s video ad for LunarEpic Flyknit running shoes adheres to several viewing experience best practices. The video has a simple plot that grabs the attention of viewers within the first three seconds, encouraging them to view the full ad instead of scrolling away to other content.
In addition, the video doesn’t rely on audio or sound to communicate the benefits of Nike shoes. This is important because video ads on Facebook play silently until users click to turn up the volume. Because there’s no guarantee that they’ll do this, you need to make sure your video ads convey the point on mute.
Facebook’s carousel ads provide advertisers with an easy way to share multiple images and videos in one ad unit. By swiping on mobile or clicking on desktop, viewers get an in-depth look at your products and services. This is a great ad unit to target towards mobile devices, as its interactive nature and clean design makes it stand out on smaller screens.
Above, Pebble uses a Facebook carousel ad to show off the many style options of its smartwatch. Each slide in the ad is dedicated to one benefit of Pebble’s watches, and the uncomplicated backgrounds keep the watches in the spotlight — making it easy for shoppers to absorb the visuals and then zero in on the “Shop Styles” CTA.
Facebook users are more inclined to click on your ad when they feel that they’re getting exclusive content or limited edition offers. Ads that provide special access or discounts create a sense of urgency that drives clicks and purchases.
As you can see, Gilt has infused its link ad with motivating language: “70% off,” “insider access,” and “Join Gilt today.” By indicating that these deals are available only to Gilt’s members, the company motivates Facebook users to join and be part of this exclusive club. The ad also gives potential shoppers a preview of the types of deals that Gilt offers, and provides a clear incentive for signing up.
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