Use pixel

For more experienced marketers it is obvious, but still entering the pages of various businesses is short of this short script that allows remarketing. Of course, not every website on the internet needs a pixel and Facebook advertising, but if we are thinking about this form of advertising or are just starting to operate on this platform, pixel is one of the first things we should be interested in.

Pixel is a tracking code that allows you to create remarketing groups. The script connects the person who enters the page with the Facebook account. Thanks to this, by creating an ad, we can reach people who, e.g. have visited your website within 45 days. These groups include people who know your brand through the website. It is therefore the hottest type of recipients, and not using them and letting them go into oblivion is a flaw for the marketer.

Delving into the technicalities and specifics of this script, you will soon discover that you can add conversion events and parameters to it. What does it mean? This means that you can optimize your campaign for a specific conversion, e.g. purchase or filling out a form. Thanks to event installation, you will also learn how many conversions and values were made after clicking on the advertisement. By combining pixels with a catalog (product feed), you can start displaying dynamic remarketing, in which you will show a personalized advertisement with a specific product to the person who has previously viewed the site.

Use Lookalike groups

The previous point concerned the remarketing group from the site. These are extremely valuable recipients. What about the moment when we want to reach new potential customers with the advertisement?

Of course, we can use the classic method, i.e. directing advertising to groups built on the basis of demographic data, i.e. location, age, gender, interests or behavior. However, we can let Facebook do all the magic for us. Then he will choose those who will most often use our services. Sounds beautiful? Indeed it is. The only thing we have to sacrifice to the platform are our remarketing lists. Of these groups, e.g. 5000 people who visited the site (data from the pixel) within 30 days, Facebook will prepare a list of 200,000 people in the country similar to these people. In the source, each of the 5000 people is hundreds of data that the platform analyzes and searches for profiles with similar characteristics within a given country. You can also create Lookalike based on the list of people who interacted with your Facebook page. Then even the remarketing list obtained from the website will not be needed.

As you can see, at first Facebook Ads are mainly groups of so-called standard, i.e. demographic. Over time, however, as you gain experience, you’ll start to use a combination of remarketing lists and lookalike groups.

Advertising creation

This is the only thing the recipient sees. Not your settings, not the purpose of the campaign, but graphics or video and text are the only point of real contact with the recipient – if this point fails, your campaign will not have a chance of success.

Settle in as the recipient. You are viewing the feed on Instagram or Stories on Facebook. In what form would you like to see your ad? Stock image without an ad slogan and unclear text, unmatched by mobile? Or maybe eye-catching graphics with a slogan in the form of Call To Action, the right button and a short, understandable advertising text? It is obvious. Unfortunately, advertisers often focus on complicated audience settings and bids, and neglect the only thing that the viewer really sees.

To create the perfect creation, I suggest you follow these guidelines:

Ad text – Probably your ad will be displayed on mobile, so try to include a maximally simple message in the first three lines that you will see in the preview of the ad in the mobile feed version. The text can be long and the recipient willingly clicks “view more” to read it, but you need to catch attention through the first, one or two sentences, e.g. to solve the problem of the recipient with the first few words. In the following you can write what you want.

Graphics / Video – does it also stand out in feed / stories? Gets attention? Is it clear and you know what the advertiser meant? Do you know what you, as the recipient, should do after the ad? Is the format adapted to the location? Is the graphics on Stories vertical (sample format 1080 × 1920) and in the feed square (1080 × 1080) which significantly improves the reception? Is the advertisement based on stocks that everyone already knows or maybe on their own interesting graphics / photos?

Ad headline – Short and succinctly, this should be the headline. It can take the form of a call to action.

Button – If you offer the sale of t-shirts, you will not use the “fill in application” button, eg “buy now”. The “more information” button has already taken care of everything, change it!

Test different solutions – audiences and ads

When launching a Facebook Ads advertising campaign, we set the target, audience in the ad set, and the ad itself. Let’s stop for a moment while developing the middle part, i.e. the group of recipients. We usually set up one and publish the campaign. But why not use two or more and give the algorithm some room to work? Almost every group can be divided into two, at least according to age, location or gender. Thanks to this breakdown and the simultaneous use of CBO, i.e. optimization of the budget campaign at the level of setting the advertising goal, we will allow the algorithm to experiment and select a group that converts better, i.e. results, e.g., at a lower cost.

We wouldn’t know about it by broadcasting a campaign with one audience.

The same applies to advertising in a set of ads, i.e. graphic or video creation. It’s worth testing different headlines, other texts or even entire graphics. After a while we will notice which performs better. Then we can stop the emission of the weaker creation and implement another one for testing, which may prove to be better than the one that won in the previous test.

Analyze on a representative sample of data

It happens that after one day we receive information from the customer that, e.g. one campaign or advertisement works better than the other, and that the worse one should be turned off. With a relatively low budget, absolutely one day of issue is not a representative sample of data on the basis of which you can make radical decisions such as suspending an element of the campaign (e.g. audience). Let the ads take a few days, 3-7 days is the right range to evaluate the effect of our actions.

Regardless of whether you run a clothing store, an automotive parts store, a gardening equipment store, a health food store, you have one specific goal – for example, getting customers and increasing sales. An online store advertisement comes in handy, thanks to which you can reach a wide audience. This is the beginning of the road, but you are not far from success.

Online store advertising – possibilities

Wondering what online advertising options you have? Internet marketing is a very broad concept, thanks to which you will choose solutions adequate to your needs and expectations. Importantly, online store advertising should not focus on just one tool at all. To increase your chances of success, it is worth acting on many levels. Many forms of online advertising complement each other perfectly, thanks to which a larger group of potential customers can get to know you.

Paid online store advertisement

This is a paid online store advertisement that gives quick results. Therefore, it will be great when you are just starting a business and your brand is not yet known.

As part of Google Ads, you can use, among others from sponsored links. They are displayed in the search engine – above the organic results – after entering specific keywords. After clicking the user is redirected to your store.

Another option is given to banner campaigns, which are implemented with the participation of portals cooperating with Google Ads. The banner is displayed on the given website – after clicking on the graphic the user is redirected to the online store.

The third option is Google Shopping – a tool with which you can promote specific products in the search engine. The user entering the product name receives the results in a special box – a link to the product appears along with the name of the store, price and photo. This is a very effective method of advertising products from your online store.

Facebook advertising

Statistics show that most people use at least one social networking site. Facebook is the most popular and – among other things – is where you should mark your presence.

One of the forms of advertising is your own fanpage, through which you can establish long-term relationships with customers and engage in dialogue with them. It is also a good way to build brand awareness.

The fanpage itself is not enough – especially if the store takes its first steps. Facebook campaigns come in handy to help you adapt to your needs. The form of advertising can be, for example, sponsored posts appearing on the board of potential customers or in Messenger.

Content marketing

Content marketing is not direct advertising. It is a series of activities on the Internet that primarily allow you to increase brand awareness, build an image of an expert or gain leads.

These activities can be carried out in many ways, however, the publication of thematic articles on external websites and the publication of articles on a company blog plays a major role. But really, it’s just the tip of the iceberg. We discuss the topic of content marketing in detail in the guide.

Online store advertising – why is it worth it?

The need to incur financial expenses for advertising on the Internet raises many questions – including those related to profitability. Although it’s hard to get a definite answer, one thing is certain: online store advertising has many advantages.

Wide range
Internet advertising is distinguished by a very wide range. It allows reaching thousands of recipients around the world. This is especially important if you are considering selling products also abroad. A wider reach means reaching more users with more potential customers among them.

Unlimited access to the offer
Unlimited access to online stores means that an online store ad does not have to be displayed at certain times. It reaches the recipient virtually 24 hours a day, 7 days a week.

Precise targeting
Online store advertising – regardless of the tool chosen – allows you to precisely identify the target group and then reach it. This increases the chances of the recipient carrying out a specific action, e.g. placing an order, subscribing to the newsletter. Detailed targeting also allows you to optimize the campaign in terms of spending.

The speed of launching the campaign
An online advertising campaign can be launched very quickly. What’s more, it is possible to reach a wide audience as soon as the campaign starts. This works great for online stores starting out that, in the case of offline advertising, would have to wait much longer for results.

Affordable costs
Traditional forms of advertising can cost a lot – unlike online advertising. It is much cheaper, which allows you to achieve your business goals with a lot less money. Thanks to this, every online store has a chance to appear in the network – regardless of its scale.

High flexibility
Online store advertising is characterized by great flexibility. You can modify the parameters of individual campaigns – so that they bring the expected results. And all this without having to increase advertising expenditure.

Possibility of constant monitoring of effects
Internet advertising is fully measurable. It is possible to systematically monitor effects using various tools. Thanks to this – if a given form of promotion does not meet expectations – it can be modified or completely eliminated.

Internet advertising is a profitable investment. Compared to other forms of advertising, it provides the best ratio of campaign costs to results. However, to get the most out of it, it’s worth starting to work with experts. Their knowledge and experience will allow launching effective campaigns leading to the achievement of assumed goals.