Google launched its Shopping ads on YouTube a few years ago. And just a few weeks ago the Shopping ads were extended:
1. In the Youtube news feed 2. To YouTube search results
This is becoming increasingly interesting for ecommerce advertisers, who will have more options and more space to promote their products via a Shopping feed!
Youtube and videos: sales vectors!
Why is YouTube, in particular, so important for Ecommerces? Well, according to Google**, “nearly two-thirds of shoppers say online video gave them ideas and inspiration for their purchase”, and of those, “90% say they discovered new products and brands via YouTube”.
ROI strategies for e-commerce are essential, and controlling the cost of acquiring a new customer is often the key to success. This is why product formats and the use of shopping feeds for acquisition campaigns are often the most suitable.
With its new options, Google offers merchants an additional lever. Coupled with an appropriate audience strategy, and a bidding strategy consistent with the merchant’s objectives, the format is worth testing!
It’s an option for reaching consumers when and where they’re most likely to “webvitrine”;).
Please note that this is not Retargeting: the display of Shopping ads depends on the user’s searches and interests. In the example above, a user doing video searches on this or that shoe or on running could be exposed to ads. And it’s the Puma brand whose ads are displayed
What other advertising formats on Youtube are suitable for Ecommerces?
1. Bumper YouTube Ads
Bumper Ads are short, unstoppable ads lasting up to six seconds. They are shown before, during or after the video selected by the user. These ads appear on YouTube videos or on Google’s partner sites and applications. Bumper Ads are an interesting lever for boosting brand awareness and increasing visibility among qualified audiences. It’s a good idea to use them in conjunction with Trueview and other Google campaigns.
Youtube campaign: Trueview
As the name suggests (True – View => VraieVue), these are videos that are (really;) viewed in their entirety (or almost: more than 30 second views). Today, this format seems to be the least “risky” for Youtube, since you only pay when videos are viewed for more than 30 seconds, or if the user clicks on the ad. What’s more, you’re not charged for unintentional views.
This format can be found with: Instream ads => shown before, during or after videos on YouTube Video Discovery ads => shown on pages where users discover content, such as the YouTube search results page.
Google offers a number of interactive features to make the most of the Trueview format, depending on your objectives: (more details about interactive video ads on the official Google page)
Trueview for Shopping
You can also showcase products from your product feed alongside TrueView ads on YouTube. It’s a great way to use video content to enhance your YouTube marketing strategy and increase sales.
These purchase ads enable YouTube advertisers to offer products directly in partner videos.
How do True View ads for shopping work?
It’s easy to set up: just connect your Google ads account to the merchant center and choose the products you want to relay to the video.
This format is particularly effective for cosmetics brands, but also for other ecommerce players.
Objective Maximize the profitability of media campaigns by promoting engagement with products and services
The Plus
there’s no need to create individual ads for each product.
click on the product to be redirected directly to the product sheet
a pleasant user experience that translates into a higher interaction rate
Conclusion
If you’re not sure whether your potential customers could find their way to Youtube, here are a few statistics to encourage you to work on this increasingly important platform for advertisers and retailers:
Figures for YouTube in France:June 2019 (June 2019, source Youtube Festival, newsletter): 46 million users per month in France.
3rd most visited website according to Alexa, youtube.com accounts for between 3% and 4% of global page views
More than half of all views are on cell phones
Thanks to YouTube, 8 out of 10 French people know everything there is to know about the sport they love.
75% of French people say they use YouTube to learn about subjects that interest them.
37.5 million French people visit YouTube every month, representing 81% of the connected population.
In France, 66% of Bumper campaigns measured generated a 14% increase in brand awareness.
Contact us :
Of course, our team will be happy to discuss possible strategies for your site and e-commmerce. Our SEA Agency is here to help! Don’t hesitate to give us a call at +33183819060 or send us an e-mail at contact@adenab.com.
When developing your business and e-commerce, you want to reach the widest possible audience to ensure your company’s growth and profitability. But to convert and build loyalty, you need to be able to address the right people with the right message , and not just the general public.
In the article below, we’ll review the principles of targeting and persona, essential for formulating your strategy for acquiring new customers and prospects. We’ll focus on the different audience optimization levers we can implement on your Google and Facebook campaigns.
Audience targeting levers are extremely important in managing campaigns on search engines, the Display advertising network and social networks.
Unlike physical stores, which have a conversion rate of 55%, e-merchant sites convert between 1% and 3% of visitors. So it’s essential to attract visitors with a clear interest in your products and services.
Persona: the key to understanding your customers
To optimize your approach and ensure successful communication, it’s essential to establish one or more customer profiles. These are known as personas.
To optimize your approach and ensure successful communication, it’s essential to establish one or more customer profiles. This is known as a persona. There are many advantages to creating a persona: 1 Understand their problems and present the ideal solution 2 Identify your audience so you can target your Google campaigns and Facebook ads 3 Identify their habits so you can be present in the right place at the right time The persona study enables you to put yourself in your audience’s shoes and find the right words.
How do you create a persona?
To identify the real problems and habits of your audience, you need to think deeply. Put yourself in the shoes of your ideal customer.
List their demographic and behavioural data, consumer habits, daily problems… One possible approach is to create a typical day: from dawn to dusk, what does your ideal customer do?
There are several sites that allow you to create personas using just a few pieces of data: SurveyMonkey, UseForge, Up Close and Persona or Personapp.
Example: Here’s my simplified persona
Example: Here’s my simplified persona
The process of setting up a persona is not necessarily a simple one, and can take time (brainstorming, teamwork, etc.).
On the other hand, once you’ve done it or redone it, it opens up new possibilities, new ideas for improving your offers and, of course, your acquisition campaigns.
It’s a very rich exercise that I recommend doing as a team.
Creativity: Address your prospects with an attractive message
Convey the right message on the right medium, and maintain the high quality of your advertising.
Now that you know your customers better and want to guarantee a return on investment from your campaigns, you need to convey the right message on the right medium, and keep the quality of your advertising (image, video, content, text) at a high level.
In fact, targeting and persona work won’t be enough if the quality of the ads and advertising creatives isn’t up to scratch.
Nielsen Catalina Research study: 47% of ROI is attributed to the quality of advertising creative
Nielsen Catalina Research study
The quality of the images and the message is still a major factor in attracting new customers. What resonance will the ad have after it has been seen? The Nielson study is clear: 47% of ROI is attributed to the quality of the creative.
With the right design, we can ensure optimal distribution on the various channels: search engines, Display, social networks ….
Consumer behavior has evolved and become more complex in recent years.
10 years ago, a customer’s path to purchase was still relatively straightforward, but today there are many more interaction points before a purchase or conversion on your site.
You need to be seen in the right place, at the right time, with the right message.
This means delivering your ads across multiple formats and channels, and paying particular attention to performance, budget allocation and sales/conversion attribution analysis.
In fact, the evolution of cell phones and the number of screens per household are multiplying the points of contact with your customers.
“With nearly 5 billion mobile users worldwide, 6 screens per household in France, and more than half of all searches carried out on Google in France and worldwide from a smartphone, the points of contact between consumers and brands have multiplied.” Roland Duffau, Google
To better understand this evolution, Google and Facebook, as well as agencies like Adenlab, have invested heavily in Machine Learning (AI) technologies.
These learning algorithms enable marketers to make the most of the signals of intent left by Internet users as they navigate the web.
How to leverage audiences and retargeting (or remarketing) with Google Ads campaigns?
The different types of audiences offered by Google enable you to reach individuals along their decision-making paths.
Whether for traffic prediction, virtual assistants, fraud detection… Machine Learning is at the heart of Google Ads or Facebook Ads tools.
The use of Machine Learning algorithms today makes it possible to simplify complex tasks and focus on business objectives, to define qualified audiences, and thus let the algorithms determine who to engage as relevant prospects.
Below, we’ll illustrate the different types of audiences offered by Google, which enable us to reach individuals along their decision-making paths.
Use an audience-based approach in your Google Ads accounts
In recent years, one of the major challenges for Google Ads has been to break down the silos between ad formats and audiences:
In the past, when we wanted to target an audience with high purchase intent, we preferred the Google Shopping format (and sometimes the text format).
Today, with the right Audience settings, when we target “buyers”, we use Google Shopping, Text Ads, but above all what’s changing is that we also use the Display Network and YouTube!
In terms of targeting, Google Ads technology has clearly evolved, enabling you to use many more formats and distribution channels to achieve your growth and ROI objectives.
What are the main types of Audiences and how can they be used in your targeting strategy?
We leave “traces” everywhere on the web (and anonymously). Every day, we emit signals that are stored (thanks to cookies), analyzed and interpreted; This makes it possible to understand and categorize behavior and people into different audiences.
These audience categories can be used to manage campaigns on Google Ads or Facebook Ads. They enable us to target and prioritize a certain type of person according to our campaign objectives.
Ex: If our goal is to gain more visibility for my brand, I’ll target a demographic audience and an affinity audience.
Illustration of audience typologies in relation to your conversion funnelAudience selection in Google Ads
Audience demographics :
Generally used to target (or exclude) a large audience, they can be used to promote your company by segmenting users according to age, gender, income, profession or family composition (married or not, children…).
Example of a demographic audience selection in Google Ads: here Parental status
Here’s an example in Google Ads of a demographic audience selection by parental status.
Affinity Audiences and Personalized Affinity Audiences :
These audiences will enable you to target people who are close to your buyers and have been identified as having a real interest in your products and services; in fact, it’s their lifestyle, habits and interests that are analyzed.
Custom affinity audiences will allow you to combine additional parameters in Google Ads, such as keywords to target, Urls and site content, the types of places your prospects frequent, and the applications they’re likely to use.
Example of audience selection by buying behavior Example of center of interest
Life event:
These audiences allow us to target people who are going through occasional events in their lives, such as weddings, births, but also moves…
And its audiences have multiple needs. If we take the example of a birth, I can assure you that Google searches for “strollers”, “cots”, “do I make a good father” will be regular searches. Definitely worth implementing!
Market hearings :
With market audiences, you target people who are actively looking for your products and seriously considering buying them.
This is an audience you must activate in your campaigns, as it’s generally more ROI-intensive and even closer to the profile of your current customers and buyers.
Similar audiences :
As the name suggests, similar audiences target people whose behavior is very similar to that of your existing customers;
These audience lists are updated in real time! And your ads will be shown to people who have something in common with your ideal customers and prospects.
Selection of audiences similar/similar to your regular site traffic
Retargeting (or remarketing) audiences
Re-targeting “known” audiences who have come to your site is often a winning strategy, and doesn’t require too much budgetary effort.
In fact, the people who have come to your site already have a relatively strong intention to buy, and above all, they know you.
However, not every visitor to your site has the same value: you need to segment and distinguish between visitors who have left without doing anything, and those who have abandoned their purchasing process and are therefore much more likely to convert on your site.
Audience Customer Match
To target and exclude this audience, you first need to import your e-mail database into Google Ads.
This audience will also be very useful for creating similar audiences.
Conclusion
These audience typologies are much the same for Facebook ads. As a result, a wide range of approaches can be devised to develop your sales:
Target by interests
Your competitor’s fans or your fans’ friends
Age groups, professions, Facebook activities, geographical locations…
Family status (children, couple, married): useful for advertising events such as Mother’s Day, Father’s Day or Valentine’s Day.
It’s not easy to exploit the full potential of audiences, and their parameters are often under-exploited by advertisers. However, before taking the plunge, we recommend an observation phase on Google Ads and Google Analytics.
Over a relatively short period of time (depending on the traffic of your campaigns) you can identify the audiences that best meet your objectives. This observation phase will enable you to refine your segmentations and subsequently optimize your visibility and budget allocation.
Don’t hesitate to consult us for your acquisition strategies and the implementation of audience strategies on Google and Facebook. Our SEA Agency, certified Google Partner Premier and Facebook Ads, applies different methods and uses various automation tools to develop the accounts of E-Commerce customers.
We specialize in high-volume projects and work on catalogs with a large number of references.
Developing the growth of an e-commerce business often depends on a number of important factors: conversion rate, traffic, average basket, prices…
Attracting a qualified audience, ensuring cross-selling and optimizing pricing and promotions will help you achieve a number of objectives. However, sales don’t happen as a result of a compulsive act or an immediate purchase on your site.
Some customers take time to think before placing an order, especially if the price is high. Indecisive prospects increase the difficulty of converting on your site. What’s more, during this time of reflection, these same consumers will be exposed to other offers for the same or similar products.
How do you make sure they don’t forget you? One strategy: remarketing campaigns via Google Ads and Facebook Ads. If you’re unfamiliar with the concept of remarketing, you’ve probably been confronted with it at least once without knowing it.
The principle is to present an advert to a user who has visited your website or interacted with your social pages (Facebook, Instagram, Linkedin pages).
It may seem intrusive, but this method pays off. How can you set up subtle remarketing campaigns via Google Ads or Facebook Ads without harassing your prospects and customers?
Let’s take a situation you’ve probably experienced. For example, you’ve been looking for a watch or a pair of shoes on a website, and you’ve done some simple scouting on the same site.
In the days that follow, ads for watches and shoes are everywhere: on your Facebook page, Instagram, on your favorite horoscope or weather site …
What a coincidence, you ask? Well, no, it’s not chance, but a remarketing strategy implemented for the site you’ve visited.
In fact, “tracking” the people who have taken actions on your site is commonplace for Ecommerce companies wishing to maximize the ROI of their campaigns, because very often, setting up and distributing retargeting (or remarketing) campaigns is a winning strategy.
Return on investment is almost always guaranteed, because you’re addressing a “pre-qualified” audience whose conversion potential is greater than that of a new visitor.
A subtle example of a remarketing ad: Retarget a visitor who continues to search on Google, with a personalized ad in the Google Search results (Google RLSA campaigns).
Do you find this technique too intrusive? It can be, if it’s not done in the right way. With Facebook Ads and Google Ads campaigns, you can easily retarget your site visitors with different ad formats and ad formats.
What’s more, combining the two platforms will enable you to be more effective in winning over your customers and undecided audiences.
How can Remarketing optimize your conversions?
Invest in “image” and create promotional banners
Consistent advertising that reflects the image of your site (color, logo, tone, etc.). Your e-commerce site must be recognizable and attractive.
Test different ad formats! Create several ad formats to see which strategy gets the most clicks and increases your conversion rates. Don’t limit yourself to what’s working, and regularly launch new campaigns.
Re-launch your site visitors; as well as anyone who has taken an action on your site (downloaded a freebie, subscribed to the newsletter…).
Apply several targeting strategies with Facebook.
You can highlight your content to people who have taken an action on your page (like, comment, share), but also target people who have taken specific actions on your site, e.g. visiting the “Price” page.
Re-target with a promotional offer, for people who have left their shopping cart without making a purchase.
Reduce your mailing lists to target the most recent prospects, who are most receptive to your offers.
Optimize your product and service landing pages to increase your conversion rates.
Increase your bids and don’t limit the budgets of Remarketing campaigns or ad groups.
Set up remarketing campaigns with Google Shopping.
Usedynamic ad formats to be as close as possible to what your prospects are looking for in Google search results.
Exclude audiences you’re not interested in: it’s sometimes a good idea to exclude web users who have recently bought and converted on your site. These keys can be retargeted later via email campaigns and become potential buyers and loyal customers.
The aim of these actions is not to be intrusive or to chase after unqualified prospects. The sole aim is to be present at the right time, and during the right period of reflection.
Your brand needs to present itself as the right solution.
What are the advantages of remarketing strategies?
Although it’s difficult to harness the full power of targeting and remarketing strategies, usually because of limited budgets, the effort is well worth it, as these actions offer many advantages:
Lower acquisition costs
Build customer loyalty and propose new offers
Increase complementary sales
Increase online store visibility
Optimizing return on investment
As an example, on 2O accounts in similar sectors that we manage on Google Ads, we have observed that the conversion rate is multiplied by 3.7 on remarketing audiences!
Targeting qualified audiences and running remarketing campaigns shouldn’t feel like an intrusion into your prospects’ lives. This type of advertising campaign enables every e-commerce site to become unavoidable and to face up to the competition while communicating with interested consumers.
Conclusion
To help you launch your campaigns and apply effective remarketing strategies, our team of Ecommerces experts will be happy to discuss your needs with you. We’ll work with you to optimize the structure of your accounts and campaigns, to segment and parameterize your target audiences and priority profiles.
Reviewing the architecture of your accounts on Google Ads and Facebook will be a priority in order to manage campaigns by Audience type.
Adenlab, our SEA agency, certified Google Partner Premier and Facebook Ads, is at your service.
Businesses are growing, and visits to e-commerce sites explode in the fourth quarter. During these last three months of the year, it is essential to have good remarketing techniques and to take advantage of your targeting to be visible.
How? Why do we pay more attention in the fourth quarter ? What are the factors to take into account to make the difference?
Greater demand from shoppers at the end of the year
The fourth quarter corresponds to the months from September to December. During this period, Internet users are doing more product research, and your audience and traffic will increase.
That’s why your targeting needs to be extremely well thought-out, and your digital communication needs to be effective.
With the onset of cold and inclement weather, and especially the festive season, consumers are spending more time in front of their screens (computers and mobiles).
The seasons motivate us to change our wardrobes or make changes to our homes. Find family gifts or prepare orders for sales or Black Friday;
It’s the perfect time to be visible and present to meet demand.
November and December are the most important gift-buying months of the year, and the search for gifts begins as early as the beginning of October.
Mintel 2018
Important dates at the end of the year
From September to December, there are several major events to boost sales: Halloween, New Year’s Eve, Black Friday and Cyber Monday.
This is a time of peak consumption. It’s essential to create communication campaigns and target your audiences.
If we talk about Black Friday alone, we should remember:
growing French interest in the event
Black Friday didn’t slow Christmas growth in December 2018
Mobile weighed in at 69% of traffic for clothing sites during Black Friday and Cyber Monday
Evolution of Black Friday and sales from 2017 to 2018
To keep up with the competition, one of our tips is also to review your keyword targeting and the themes you want to cover.
Consumers conduct new searches and are more likely to buy your products.
Why not combine your audience parameters with keywords such as “Christmas gift ideas”, “black friday promotions” or “50% cyber monday”.
During these end-of-year months, you need to implement a remarketing strategy.
You need to re-engage Internet users who perform a certain number of actions on your site.
Without the act of buying, the prospects who came to your site must not forget your existence. and be visible as soon as your prospect is ready to buy.
Your online store needs to establish itself as the expert in your industry. With Facebook Ads and Google Ads, you can easily target these pre-qualified audiences, who should not forget you.
Be responsive to ensure the customer experience
The biggest orders arrive during Black Friday and the month of December. As demand increases, e-tailers need to be ready. Black Friday isn’t just about sales on the day.
The effect of this event lasts over time: we’re no longer talking about a day, but rather a week of promotion. All these factors need to be taken into account if you want to have enough stock on hand for the boxes 😉
Purchases can also be extremely well thought-out. Some consumers spot before and then buy during promotions. We need to take advantage of this practice with remarketing on Google and Facebook.
They need to see the product, but also feel that it’s an exceptional offer that won’t be repeated. The fear of not taking advantage of the discount motivates them to buy.
During the fourth quarter, e-tailers have great sales opportunities. To be successful, it’s essential to have well-configured remarketing campaigns and target audiences.
To guarantee the success of an e-commerce business, the first idea you have is to communicate with as many people as possible, and thus reach as many people as possible. But this isn’t exactly the right strategy.
Talking to everyone and anyone at the same time can be detrimental. To avoid tiring out your potential customers and approach qualified prospects, it’s sometimes a good idea to make a number ofaudience exclusions.
Who to exclude? How do you do it? And communicate with the right audience?
It may seem contradictory, but communicating with fewer people allows you to increase your sales. And audience exclusion has many advantages that you shouldn’t ignore when it comes to the success of your e-commerce business.
Firstly, by targeting fewer prospects, but with greater precision, you’ll reach the most qualified people likely to buy your products or services.
After all, your objective is to communicate with people who have an interest in your products, not to communicate with the whole of France; it’s your Return on Investment that’s at stake, whether you choose to promote your products on Google, Instagram or Facebook.
With audience exclusion, your ads are more effective. They have a real impact on prospects and motivate them to buy. Your message has more impact, and you can control your smart spending too.
Depending on the type of campaign and your objectives, you can exclude from your targeting various types of audience known to your site
1. Your customers It’s very common to find customer exclusions in your campaigns. This is because, when you’re implementing a prospecting and new customer acquisition strategy, it’s not necessary or even counterproductive to target customers who are already active;
Therefore, use Customer Match audiences in your campaign’s audience exclusions. This setting applies to both Google Ads and Facebook Ads.
2. Customized segments Thanks to Google Analytics features, it’s possible to create customized audience segments and list them for use with Google Ads audience parameters.
The segment tool allows you to filter according to a multitude of criteria (location, session on the site, conversion value, gender, age ….) and thus create user profiles that you would like to better understand and analyze for future optimization actions.
Segment creation tool in Google Analytics
For example, you could create a segment of unqualified users: who would not have taken any action on the site, who would not have stayed more than 10 seconds, who would not have converted with a very low value…
It’s a good idea to identify those segments that won’t interest you in the future, and to exclude them from your acquisition campaigns.
Good exclusion requires effective data analysis and an understanding of who is really interested in what you have to offer.
With these segments identified, apply audience exclusions within ads. These exclusions are to be implemented on both Google Ads and Facebook Ads.
Increase your sales with Facebook remarketing and targeting campaigns:
Ensuring your visibility on social networks is no longer an issue, but a necessity for developing your “physical” or “digital” business.
Whether you need to raise your profile, launch a new product, generate more contacts for your sales force or simply sell more, you’ll need to use one or more social platforms to communicate and achieve your goal.
In just a few years Facebook alone has gathered over 35 million users in France 2018 (Source: Journal du Net), Linkedin 16 million (Source:Blog du Moderateur), Instagram 17 million, Pinterest 7.9 million, in France alone.
Your message needs to be sent at the right time, to the right people, where they are: on social networks.
Develop high-performance Facebook campaigns and leverage remarketing
Our guide will help you determine qualified audiences, launch the most effective campaigns and use the subtleties of Facebook’s advertising platform. So you can be visible on Facebook, Instagram, Messenger, mobile and desktop…
Developing your visibility through Facebook campaigns is a fairly straightforward and easy objective. However, I can imagine that it’s not your main objective.
In any case, it shouldn’t be if you want to develop your sales or increase the number of qualified leads you need for your business: you’ve heard me right, your main objective is more sales-oriented than “visibility”.
So if you’re an e-tailer or a brand, this content is for you!
Part 1
Facebook tools
Have you got to grips with the Facebook tools available to savvy marketers? We’ve listed the three essential tools for managing your accounts and campaigns. In the second part of this guide, we’ll take you through the steps involved in launching and optimizing your campaigns.
Facebook has made several tools available for managing your activities on their platforms; and I strongly advise you to set them up.
What tools are we talking about? You’ve probably already created a Facebook Page for your Fans, and that’s all to the good, but the tools I’m talking about and that you need to create or set up are the following:
If you’re used to sponsoring your posts from your Business Page, you may not have used or created a Business Manager You can go directly to business.facebook.com
The Business Manager is the advertiser’s tool for the entire Facebook marketing suite.
From the Business Manager, you can manage all your resources, including Facebook campaigns, audiences, catalogs and pixels, as well as collaborate with partners and team members.
THE FACEBOOK PIXEL:
The Facebook pixel is the piece of code that lets you analyze, track and, above all, parameterize your audiences in your Business Manager. It’s the equivalent of Google’s Analytics tracking.
Thanks to it, you’ll also find new Analytics dashboards in your Business Manager.
Installing the Facebook pixel is based on the same principle as for Google Analytics. All you have to do is install it on every page of your site.
A few more parameters are certainly worth considering, especially if you’re making sales and analyzing your conversions or download forms.
Once installed, your pixel will enable you to analyze the performance of your campaigns, as well as create remarketing campaigns to ensure that your future customers see your ads.
CATALOGUE
The Facebook catalog can be found in your Business Manager. It is one of your resources for future advertising campaigns.
Catalog integration can be done simply (if you have few products) by adding products to a Google spreadsheet, via a product feed such as a Marketplace or Google Shopping feed, or by connecting your e-commerce platform to the Business Manager.
We often use the Google Shopping / Merchant Center feed to integrate all our e-commerce customers’ products.
Products are often not accepted at the first attempt, and it is essential to create automatic rules to parameterize the flow.
Import your Catalog into Facebook’s Business Manager
Phew… the Business Manager, Pixel and Catalogue are installed!
Part 2
Audiences: Target qualified prospects on Facebook platforms!
Have you analyzed your audiences on Facebook or Google? Will you need your CRM data to work on your Facebook audiences and targeting? We’ll answer these questions too, and explain the important steps involved in segmenting two main types of audience to exploit in your campaigns. In the third part, we’ll recommend a number of different ad types to help you sell your products.
DISTINGUISH YOUR PROSPECTS AND TYPICAL CUSTOMERS Working on your audiences is a decisive element in the management of all your campaigns on Facebook, Instagram, Messenger and other social platforms. Of course, this also applies to Adwords campaigns on Google and its networks (Display, Youtube, etc.).
The Audience represents your customers, your prospects! It’s a pillar of your strategy, and a distinguished performance lever if audiences are well parameterized.
To do this, we have distinguished two main categories of audience:
The “known”: who have already visited your site and interacted with different pages.
Prospects”: who have never been to your site and may not know your brand.
1. Close the sales cycle loop with your “known” Audiences:
Let’s start with audiences who have a faster purchase potential and would be likely to convert better;
So I’m going to talk about the “known” audiences on which we’ll launch remarketing campaigns and use dynamic ads to offer them a personalized format;
In this audience category, we can segment by the type of action performed on your site:
those who have already bought
those who abandoned their basket
those who have visited a certain number of pages
those who visited specific categories
those who have consulted your tutorials or blog posts (and haven’t bought yet)
those who participated in contests or events on your Facebook page
those who follow your Facebook or Instagram page
Your former customers, older than 6 months for example
Your customers from your CRM database
Create a Custom Audience on Facebook Business Manager
To “close the loop” on your sales, we’ll start with two types of audience creation:
Customer file By importing your customer data (email, surname, first name, etc.), you can create audience lists from your CRM database.
Some of our customers haven’t segmented their base and can’t distinguish between a VIP customer and an old customer who needs to be relaunched with an attractive offer.
Website traffic Based on your website traffic, there are many ways to segment your audience.
In any case, I’m going to suggest that you activate the most important and most effective audience in terms of conversion, since it’s a matter of relaunching Internet users who haven’t finished their order and have left the conversion tunnel without buying your product or service (arrrrggggg!! why didn’t he buy … my offer is so top !!!!!).
Audience creation “Abandonistes
Just a reminder: the “addTocart” function (= “add to cart”) requires that your Pixel be properly configured and that it identify the various interactions on your Ecommerce site:
With the “Abandonist” audience, the challenge is to close the loop in the buying cycle of your “volatile”, “indecisive” customers, always distracted by Instagram or Facebook Stories, a message on WhatsApp, an incongruous call, an email from your colleague, a text from your children… In short, just life…
At this stage, my advice is to set up this audience now, which will bring you rapid results!
2. Prospecting audiences, sensitive to your offer and with the potential to buy from your site.
We’re talking here about the second major audience category, your “prospects”: those who don’t yet know your brand, or who haven’t yet visited your site.
For this group of people (because yes, there are people behind an audience), you certainly need to think a little harder, and above all know your customers’ profiles well.
Although Facebook makes it easy for you to find people similar to your buyers (whom it has tracked via your Pixel), you’ll need to test and create several targeting parameters to improve the performance of your prospecting campaigns and monitor their impact on sales.
However, we’re going to start with the simplest and use a very interesting Facebook feature: audiences of “like-minded people”. Once you have created your “Abandoner” Audience, Facebook will suggest :
Create a campaign directly with your audience
Or to find people similar to our first audience
Create audiences of “people similar to your users”.
By clicking on “find similar people” as shown above, we are redirected to an audience page.
With just a few clicks, you can create a similar audience or a “prospecting” audience:
Creating similar audiences on Facebook
With the similar audience feature, there are multiple possibilities for targeting new prospects.
Depending on the source you’ve selected (custom audience, catalog, fan of your Page, Offline Event, your CRM base) Facebook will search for people who have the same “characteristics”.
We’re getting good at it and getting closer to our goal…
Part 3
Launch a Facebook remarketing campaign: Use the right formats to sell your products and customize your ads.
We’ve already seen the tools you’ll need to prepare your account, as well as setting up the audiences you want to target for your campaign. Now it’s time to choose your ad formats and launch your new remarketing campaign on Facebook and Instagram!
After you’ve spent “a little” time on all the above parameters, it’s really time to launch your campaign!
To do so, go to the “Advertising Manager” or follow Facebook’s recommendations: create a campaign as soon as the audiences have been finalized.
Advertising manager in Business Manager
1. The three steps to creating your ad :
There are three main steps before you launch your ad:
Campaign Creation
The Creation of theAdvertising Package
Advertising creation
Campaign Creation
Create a new campaign and optimize your budget and bidding strategy
1: Create your campaign 2: Select your objective (here: catalog sales) 3: Choose the payment method for your campaign.
Personally, I like to use the bidding limit, which is similar to Adwords management, and the target cost.
Advertising package
Once you’ve passed these initial steps, you’ll automatically move on to the next stage of “ad sets”.
In our case, we select “all products” in the product set, which corresponds to the entire catalog we’ve integrated into the Business Manager: this is your product flow.
Products & Audience
1: Select “All products” 2: Determine your audience or 2bis: Use a customized audience that you’ve prepared in advance, as here with the “Shopping Cart Abandonment” audience we created earlier in this article.
Regarding the “Placement” of your ads, you can choose between automatic placement (recommended by Facebook) or placements of your choice: news feed on Facebook or Instagram, only on Instagram, only on Facebook or Messenger…
Choosing your ad placement
The next step is to determine your budget.
Creating ads
When creating your ads, you’ll have access to the different formats and types of content that can be promoted.
Depending on the objective you’ve set for your campaign, the possibilities for creating content (images) will differ.
In our case, and because we’ve chosen to focus on “conversion” and “catalog sales”, we’ll have automatic access to your product images.
Ad format and product selection in “Content”.
1: Select “Format” Carousel, Single Image or Collection 2: Optimize all your ad content based on your catalog
For each account we will create a number of campaigns and use several formats for our customers.
You’ll find that at this stage the creative options are multiple, and you can play with your own creativity and/or images you’ve created for your other communications.
In short, you’ve got to make people want to buy, and your visual content is a decisive factor in the sale, so be professional in your visual communications! And try out different formats.
Launch your campaigns at !!!!
Part 4
The results: Analyze the performance of your ads in the Facebook report and in Google Analytics
Once you’ve launched your campaigns, it’s time to track their performance and conversion indicators. In the examples above, we’ve highlighted the products in your catalog and therefore the sales on your Ecommerce site. But you can also find other indicators to analyze your campaigns and use Google Analytics to understand the impact of your Facebook campaigns on your conversion tunnel.
1. reports on your Facebook Business Manager
In your Business Manager, you’ll have access to a multitude of reports, but I’d like to focus on the essentials: your sales and costs.
To do this, log in to your Business Manager and go to the “Advertising account overview” :
Quick access to the performance of your Facebook advertising account
In the report below, no parameters have been optimized to adapt the view to your needs; you can change the columns, replace them or add new elements.
In our case, we lack sales data and performance.
In the image above, I’ve shown you where to change the table view. Just click on “Column” and choose the indicators you’re interested in.
Customize your report columns
The advantage of this Dashboard is that it’s concise. And if you don’t need more detail (like campaign-by-campaign performance), the “Ad Account Overview” is just the thing.
If you need to go into campaign detail, you’ll need to go directly to the “Ad Manager”, where you’ll find a richer, more visual overview, as well as views by Campaign, Ad Set, Ad.
Advertising Manager Report + access to your ad placements
In the reports above, I’ve gone directly to the advertising manager, in the campaign details. This allows me to quickly see and understand what’s generating sales and what isn’t (if that’s your objective too).
I clicked on the tab at top right, with the graph icon: a window opens to give you more information.
Here I’ve looked at the placement of my ads between Instagram and Facebook (which in this case are chosen automatically by Facebook): a hasty conclusion would be to concentrate solely on Instagram given the more advantageous “Coverage / Purchase” ratio.
2. Facebook Analytics reports
Analytics reports will take your analysis even further.
The data in these reports includes all the information collected by your Pixel; if you’re used to going to your Google Analytics account, it’s more or less the same thing… Here’s the “Revenues” report:
3. Google Analytics reports
Google Analytics reports are my favorite. Certainly because I’m used to working on them, but also to see the impact of Social Networks in sales and conversions made on the site; in other words, what attribution or how much impact Social Networks had in the final sale and conversion.
In the Google Analytics “Conversion” reports below,
You’ll see that each channel (direct, natural search, social networks) contributes to your overall e-Commerce sales. In the example below, social networks contribute 5.49% of total conversions; and 3.3% of conversions involved 2 channels (social and direct).
Impact of my Facebook campaigns on my conversions
When embarking on new campaigns or advertising channels, it’s a good idea to look at the data as a whole. The conversion path report gives you a lot of information.
CONCLUSIONS
In conclusion, I’d say that it takes time and sometimes patience to get to grips with Facebook advertising campaigns: especially when you haven’t yet created an account (Business Manager, Pixel, advertising account), but you also need some technical knowledge if Facebook identifies any errors or anomalies.
However, even if you don’t manage or create your own campaigns, understanding how they work will still be invaluable when discussing and thinking about your new levers of action with your agency, your partners or with us.
We are of course available to discuss with you the best possible actions to achieve your objectives (see our Social Ads solutions).
Yes, Facebook campaigns are powerful acquisition levers if they’re well managed.
The RGPD came into force in May 2018. Its aim is to protect users’ personal data. With this new law, companies are obliged to ask for prospects’ consent to establish digital communication.
Remarketing puts ads in front of consumers after they’ve visited an e-commerce site. Prior to this law, no prior request is made to these prospects. How do you strike the right balance between remarketing and RGPD? These remarketing strategies are a great strength for businesses, but do they comply with RGPD rules?
The entry into force of the RGPD: rules to comply with
With this new law, digital rules have evolved. All websites, especially e-commerce sites, must take steps to keep up with these legal developments.
Nowadays, for all remarketing strategies, it’s essential to have consumer consent. It is no longer possible to collect personal information without authorization.
To achieve this, all websites and online stores must have a cookie-use banner. The message displayed should be clear, telling users that the online store is collecting information.
Even if the prospect does not fill in any fields, all information such as pages visited and location is retained. This data is used for analysis tools such as Google Analytics.
This marketing authorization also requires the site to include a legal notice page explaining how the information collected is processed.
With these legal obligations, how do you reconcile remarketing and RGPD?
The tools for implementing a remarketing strategy have had to evolve. Google Ads now allows users to choose between general ads and personalized ads (based on the information gathered).
Depending on user consent on Google, ads vary.
What’s more, for Google Analytics, it’s possible to opt out of remarketing lists. A compromise had to be found between remarketing and RGPD. That’s why the choice is left to prospects.
However, if the consumer gives his or her consent, advertisements from all brands can be shown to the consumer, and may appear while he or she is surfing the web. On the other hand, if the consumer refuses these data collection practices, the targeted and personalized ads of e-tailers will never be shown, whatever the device used.
In the wake of the RGPD, the leading search engine has been forced to react. Terms of use have been updated to accompany all legal obligations.
These novelties were restrictive for online stores. However, over time, a real balance between remarketing and RGPD has been found. These new laws now present real advantages for e-tailers:
Consumers, having given their consent, are open to discussion and thus willing to hear the message conveyed.
The company comes across as sincere, transparent and prospect-oriented.
Remarketing lists may be smaller than before the law, but they are all the more qualified because they are informed consumers who are genuinely interested in what you have to offer.
With around two-thirds of French people (65%) using Facebook(Hootsuite, 2019), the social network is unavoidable. And to make a difference, you need to invest in this channel intelligently.
Of course, animating your Facebook page is interesting, butengaging your audience will give you more credibility. To develop engagement and win the trust of prospects, you need to involve consumers and invite them into the discussion.
How do you create commitment and win the trust of consumers?
Don’t fall into the numbers trap. 10,000 subscribers won’t do your e-commerce business any good if no one is talking to you. What’s important is that there’s a genuine discussion between your online store account and prospects.
1. Be on the same wavelength
To create publications that work and generate interaction, analyze your audience’s tastes and interests. In keeping with your brand image and field of activity, present content that appeals.
We need to find the right balance.
For example, if your audience likes soccer and you create a publication around rugby, it will be difficult for them to share and comment.
A publication based on their area of interest creates a discussion. Asking a question at the end of a publication encourages people to leave a comment.
What’s more, to ensure the success of an online store and develop engagement, don’t hesitate to ask prospects what they want to see.
Analyze the publications with the most impact to stay on this wave of engagement. Our advice is to focus on videos. It’s a type of content that arouses users’ curiosity.
To build community engagement, you need to be present in the right place at the right time. Depending on your audience and your target audience, choose the right social network:
If you’re targeting businesses and the professional sector, it’s best to be active on Linkedin.
For an 18-25 year-old target, Instagram is your best ally. Facebook’s core audience is aged 25-45: but it remains the network with the most active members.
These social platforms should be chosen according to the type of speech and communication you want to work on.
For example, for very fast interaction, Twitter is perfect. Thanks to the ease of tweeting, this platform enables high engagement.
3. Be present
If you want to build engagement around your e-commerce site, regularity is your best weapon. Gradually, you’ll gain credibility and legitimacy.
Make sure your content distribution is well organized. An editorial plan is essential. It will enable you to anticipate and plan in advance the themes, types of content and publications to be disseminated.
Our advice is to involve consumers as much as possible in order to develop engagement. Creating engaging texts makes people want to write a comment. Users will identify with what you have to say.
Over the years, Facebook has proved its worth in terms of audience development. Given the number of users per year, this social network has become a must-have. However, it’s important to make the most of it to increase your visibility and boost your e-commerce sales.
Today, it’s difficult to simply post a publication and wait for users to find you.
Indeed, with the growing number of activities and Facebook’s algorithm changes, your publications can quickly become invisible and fail to reach your audience or even your fans.
How can I be visible on Facebook? What are the techniques for reaching your audience on this social network?
To succeed in being visible on Facebook, it’s important to understand how this social network works. There are 3 ways to get your posts visible:
1. The paid approach: this involves setting up targeted advertising campaigns and sponsoring your posts to appear on the accounts of your fans and target audiences.
2. The organic approach: allows you to reach people in your network for free, i.e. your fans, but also people who follow certain hashtags.
3. The viral approach: a prospect discovers your publication and your online store thanks to the action of another user. This happens mainly with publications that generate buzz. Nevertheless, shares, mentions or comments can create a viral post.
However, it’s good to know or remember that the organic approach doesn’t lead to high visibility.
Depending on the format you use for your post (photo, video, link, status), you’ll only reach an average of 6% of your fans (Visit [une étude détaillé de Buffer](https://buffer.com/resources/facebook-marketing-strategy on organic Facebook page strategies).
As a result, your publication runs the risk of blending into the crowd. So either create a buzz with high-quality content, or invest in targeted advertising.
Be consistent: it’s essential to have content that relates to your product or service. Build a communication strategy around your publication ideas.
In this way, little by little, your e-commerce profile will become indispensable. We advise you to bet on videos. Very fashionable in recent months, they captivate and arouse the curiosity of Internet users.
Focus on quality, not quantity: it’s better to have 500 people following and interacting with you than 10,000 phantom followers.
What’s more, don’t post every day if you can’t guarantee the quality of your publication. The more irrelevant posts you make, the more Facebook will penalize you.
Filtering: when you schedule a publication, you can choose how your post is highlighted according to people’s interests and tastes.
Create a schedule so you know when to post and how many posts you’ll have every week. Do this according to your target audience’s presence on social networks.
If you publish at midday when prospects are present at 6pm, it’s not good for your online store.
Be there. Respond to comments, whether positive or negative. Don’t bury your head in the sand. You need to respond to show your transparency.
Rely on influencers in your industry. They can bring you more visibility.
If you can, invest. Pay for Facebook ads to reach your audience. Depending on your budget, make sure you’re visible on targeted profiles. Don’t forget to analyze the results to make any necessary adjustments.
Conclusion
With the application of these methods, your online store can gain visibility on Facebook. However, if you want to ensure immediate visibility of your news on your networks, you’ll need to set aside a media budget and parameterize your audiences more effectively. Our SEA agency and our SEA experts are at your disposal to implement your acquisition strategies and targeted advertising campaigns to support your efforts on your social networks.
How do you captivate your customers and prospects? How to attract their attention on social networks? How to make them want to click on your content and interact with your online store.
To attract your target’s attention, it’s important to know their tastes and interests.
To get your audience to visit your e-commerce site, you need to add value. You have to teach them new things and keep them informed.
Demonstrate your expertise and become an indispensable source of information.
Create a link to get closer to your audience
Do you want to communicate with your target audience, but don’t know what to say? What content might interest them?
The first step is to put yourself in their shoes. What questions might your customers have about your products or services? If they’re interested in what you’re selling, it’s because they like it or need it. That’s why it’s important to provide them with all the information they need.
Don’t just think about your sales and don’t be egocentric. It’s essential to look at the customer and put yourself in their shoes. If you were a customer of your company, what would you like to see? What questions do you have about your products?
To captivate your audience, the second step is to interact with them. Many companies don’t think about this, but you can do it on social networks like Facebook or Instagram.
Also send out questionnaires and surveys in your newsletter. But don’t make them too long. Keep it simple: “What content would you like to see?
These few tips will enable you to draw up an initial list of themes to address to arouse your target’s curiosity.
Often you’re not starting from scratch, but rather evolving your existing online offering and strategy. That’s why all the information you have is beneficial and worth using.
Your analytics data is a real gold mine. With the right analysis, you’ll know which pages are popular on your site, and how much time is spent on your content.
Thanks to this indication, you can identify the major themes and most-read articles, which will certainly need to be optimized or expanded.
Read comments on social networks. They can be a source of inspiration.
Join groups on Facebook and Linkedin. Consumers usually share life experiences and questions. You identify problems and present solutions to prospects.
Find inspiration through competitive intelligence
To face up to the competition, there’s nothing better than discovering the subjects they cover.
Which publications are successful? What solutions are presented? What situations give them visibility?
Your competitors have the same audience as you. So they can inspire you.
Conclusion
To captivate your audience, you can tackle any subject as long as it falls within your theme.
The main objective is to reach a portion of your prospects with content that informs them and can be useful, and thus build customer loyalty.
Stay in your niche so you don’t lose out on opportunities. Don’t be afraid to show your personality and be different.
Our SEA agency and Ecommerce experts are at your disposal to discuss the best strategies for your target audience.
