As the owner of a tack shop or feed store, you know that competition is rife (after all, who wouldn’t want to earn a living linked to the thing they love?!). With so many other retailers in this industry, you’re up against it, and paid advertising probably already consumes a significant chunk of your marketing budget.
Yet however you currently cut your advertising spend, you may want to have a rethink, and invest in Facebook instead. Here we explain why, how, and what foundations should be in place before launching your first campaign.
The case for investing in Facebook Advertising
Facebook offers THE largest audience of all social sites (with 2.2 billion monthly active users, and counting). Yet despite this mammoth audience, it is the ability to precisely target your audience where Facebook really comes into its own.
In your niche, you need to have the power to hone in on a very small, very precise audience. Facebook meets this need by allowing you to choose who sees your ads by:
- Age, gender, relationship status, education, workplace, job titles and more
- Interests – such as hobbies, favourite entertainment and more
- Purchasing behaviours
- Device usage
You can also target those your business already ‘knows’, such as past website visitors, those who’ve already purchased, as well as those who share the same profile as your existing customers.
Put simply, no other paid advertising medium offers the level of targeting that Facebook does.
Your Facebook business page: Trot before you canter
Launching into an ad campaign without getting your Facebook page right beforehand is like taking to Epsom on a Shetland Pony – completely and totally futile. Before you even so much as look at the Facebook campaign dashboard, make sure that these three elements are right…
1. Set up shop on Facebook
Facebook advertising offers many compelling benefits. But, if we’re honest, it also has its drawbacks, one of which is the hurdle you must leap if you’re to pull your audience away from it, over to your site.
As a retailer, you can overcome this challenge by setting up a Facebook shop. Adding products is relatively straight forward, and you can choose to direct shoppers to your website, send a message about the product, or purchase right then and there – directly on Facebook.
2. Automate your customer service
Facebook now hands you the power to create common questions that your shoppers ask. By clicking on them, they receive an answer immediately. This can be an exceptional time-saver, and can also help broach last-minute purchase queries, potentially increasing your conversions in the process. Officially, it’s known as a Facebook Messenger Bot. While they’re driven by AI, these bots are known for their human-like responses, and rather than alienating consumers, stats go to show that they actually find them useful…
3. Activate the review section (and actively encourage your consumers to review your products)
84 percent of people trust online reviews as much as friends, so if your potential buyers have any last-minute doubts, positive reviews can be enough to push them to convert.
You can take proactive steps to building up your review section by simply asking for reviews in purchase confirmations and invoices.
Facebook ads for tack shops and feed stores – Here’s your ‘How To’…
Facebook adverts can promote: posts, photos and albums, videos, events, offers, links to your website and your products.
1. Setting up the basics
First, you’ll need to visit the Facebook Ads Manager to create your ad account.
With that created, visit the ‘Account Settings’ (accessible from the top menu). Here you should fill in your details (business name, address and so on).
At this point you can add another person to manage your campaign. Simply scroll down to the ‘Ad Account Roles’ section, and select ‘Add a Person’. Alongside their name and email address, you’ll need to tell Facebook what level of administrative control they should have.
2. Set up your billing
Click on the ‘Billing’ tab. Here you’ll add your payment method (you can pay by card or PayPal). At this stage, you should start thinking about your maximum spend. Facebook allows you to set either a daily budget, or a lifetime budget (which runs over the entire course of a campaign). To set or change your budget:
1. Go to Ads Manager
2. Hover over the ad set (or campaign) you want to edit
3. Click Edit
4. Change your budget
5. Click Confirm and Close
3. Targeting your audience
In order to make the most of Facebook advertising, you need to make sure that your targeting is on-point. Given that you sell very specific items, you may get the best ROI by targeting shoppers who you know purchase your products.
This can be done in one of two ways. First, you can target the fans of another tack shop or feed store Facebook page.
Second, you could retarget those who’ve already visited your website. Setting up this type of advert is more complex (and it’s officially known as re-targeting). However, as your potential buyer is ‘warm’, retargeting is known to be an effective conversion tactic. Here’s the how to…
1. Go to your Facebook Ads account
2. Click on ☰
3. Under “Assets” find “Product Catalogue” & click “Create a Catalogue”
4. Once you’ve created your catalogue, click “Ad Products” & download the .CSV template
5. Fill out the template & upload it to Facebook
6. Wait for the template to upload, then you’re all set for your first dynamic ad campaign!
You can also use the Facebooks Insights Tool for learning more about who you should be targeting based on what interests your audience have.
4. Decide on the campaign format
There are three core ways of creating your Facebook ad Campaigns. Here’s an overview of each…
Boost post on Facebook Pages: This is the quick and easy option – but it’s also not very effective (and not the best tool for e-Commerce owners).
Power Editor tool: The Power Editor was built for pro marketers. It provides endless campaign features, but can overwhelm the layman. We’d recommend staying away from this, or if you do decide to use it, make sure you undertake plenty of research!
Self-serve Ads Create tool: This is the most streamlined set up tool of all three, guiding you through the process step by step.
Click here to create an ad in the Self-serve Ads Create tool – first, you’ll choose your objective from 15 in total. You’ll want to pick either ‘Send People to Your Website’ or ‘Increase Conversions‘.
You’ll then need to walk through the process, entering details such as your website URL, selecting your audience, setting your targeting (such as additional interests), setting your budget and creating your ad schedule.
5. Design your ads and launch!
Next, you’ll be led through your options as to how your ads appear. You’ll choose whether you want a single image or video, or choose a carrousel ad (which is also known as multi-product ads). Given your business, we would recommend starting out with a multiple product ad.
You can create up to 6 ad variations for your campaign from 6 different images – this allows you to see what drives the best results.
You’ll complete your ad by entering the headline, main text and call-to-action buttons.
With all the information added, you’ll see a preview of your ad before launch. This allows you to see the different placements of your advert – such as in desktop feed, mobile news feed and audience network placement, which would place your ads on third party apps and websites (given your work on your Facebook page, it’s best to avoid this option).
Finally, click ‘Review Order’, click ‘Place Order’, and you’re live!
Last minute tips for Facebook Ad budget maximisation
As for the best days to spend your budget? That would be Thursdays and Fridays – which Bit.ly found to be the days that received the best engagement (18% better than the remainder of the week, to be precise).
Finally, you need to experiment with your ad format – the text, images and whether you feature products or video. There are no golden rules as to what is most effective for any one business, and small tweaks and trials will help you understand what works with your audience. To get to grips with this type of campaign testing, read our blog: Testing, Testing: Killer Conversions Through Solid A/B Testing.
Stock up those shelves, if you design and target your Facebook ads right, you’re going to need all the inventory you can get. And if you want a helping professional hand in making the most of Facebook Advertising for your feed shop or tack store, PressPoint Countryside & Equestrian is here to help – we understand your marketplace and know just what it takes to make that sale. Call our team on: +44 (0)1953 851513 or email us: [email protected] and we’ll be back in touch.