Facebook Ads to Reach Unamassed Communities
Welcome! Whether you’re here because you’d like to reach out to an un-integrated audience, or you’re hoping to use Facebook Advertising in conjunction with other forms of promotion—you’re all here for the same reason; you’ve heard about the power of Facebook advertising and you want to learn more.
And powerful it is. The magic of Facebook ads lies in the platform’s ability to target specific demographic and psychographic niches. That’s a fancy way of saying you can advertise to people based on their age, location, interests and/or values.
You can target a huge range of qualities, whether you’re designing for women over 60 years old who live in Hawaii and love nachos, or men who speak Turkish and are nurses who went to college in Texas. Facebook Ads are extremely effective when you have a highly-specific niche in mind. The work you’ve put in earlier to narrow your niche will make promoting to them on Facebook a lot more rewarding.
In five easy steps, we will go through the process of designing, creating, and managing Facebook ads—a very powerful and low-risk way to drive traffic, sales and success to your campaign. It may seem intimidating at first, but don’t worry! It’s not as hard as it looks. Many of Teespring’s most successful sellers utilize Facebook ads to promote their products, and they were all beginners once, too.
Moving forward, we’ll use the example audience of passionate chihuahua lovers in Texas to guide you through the process of promoting your Teespring campaign using Facebook Ads.
Facebook Ad Basics
Facebook ads are a very powerful tool and they are also easy to manage. As the admin, you’re always able to control how much you’re spending on a given ad, down to the penny.
We’ll go into more details later, but here’s the trick: you get the most out of Facebook ads by running multiple ads for multiple campaigns at the same time. Some will inevitably fail, but hopefully many will succeed as well. The ads that do well and get you sales will pay for those that fail.
So, there are two types of Facebook ads that we’ll be discussing in this series: Newsfeed ads and right-hand column ads. Newsfeed ads run in (where else?) people’s newsfeeds and look almost exactly like normal Facebook posts. The advantage of these is that they can be socialized—people can like, comment and even share an ad. Additionally, these ads are placed in prime real estate—right in the middle of a Facebook user’s normal flow. Right-hand column ads are displayed in Facebook’s right column and share that space with other ads. The advantage of right-hand column ads is that they’re about 10 times cheaper to display. The drawback is that on average, the rate at which people click the ad tends to be about 10 times lower. Overall Newsfeed ads tend to be much more effective, but it’s usually worth running both types to see which performs better, since you can create both at the same time.
Facebook structures its ads as such:
Campaign: This is the parent group. We recommend one Facebook Ad campaign per Teespring campaign.
Ad Set: You can have many ad sets within a campaign, each with its own budget. We recommend using multiple ad sets to separate your various targeting strategies. For example, one ad set might use interest targeting, while another might target based on field of study.
Ads: You can have multiple ads within a single ad set. We recommend keeping your targeting the same for all of the ads within a set, but varying the creatives if you want. Facebook will automatically try to determine which ad image or copy is the most effective.
Alright, now we’ve covered the basics. Now we’re ready to really get started and design and customize our ad.
Designing Your Ad Image
For a basic ad design, your Teespring dashboard offers a quick and easy image tool to provide you with standard ad backgrounds. Simply go to your dashboard, click on your live campaign, and then its settings. For optimal success however, we suggest using outside resources to aid you in designing a compelling ad for your campaign.
Designing a Facebook ad image is simple and quick once you know how!
A few tips in getting started:
Check out our in-depth tutorial on how to design your ad in Photoshop for free online.
Remember to pick the image most suited to your Teespring campaign for your audience - if you’re advertising a product to people in Florida during a heatwave, you probably don’t want to show them a hoodie.
You want your image to stand out. To make your product pop, use a background ad color that is already in the design of your shirt. The opposite of your shirt color looks good, too.
Add free badges to give your ad some flare!
Check out Adfactory.co as well!
making a facebook page
To post a Facebook Ad, you’ll need a Facebook Page. You can either make one during the ad creation process, or prepare by creating one first separately. Remember: this is your new brand, and will be the name under which you’ll sell your designs with Teespring.
A few tips in selecting a brand and setting up a page:
Check out our in-depth free online tutorial on how to make a Facebook Page.
If the products that you sell on Teespring have a theme – say sports – think of a related name. If you’re looking to launch a variety of campaigns and don’t want to keep making new pages for each ad, select a brand that’s a bit more vague so you don’t have to create a new page for each new campaign. Something like “Funky Fresh Apparel” is vague enough to promote range of Teespring campaigns, whether it’s Chihuahua shirts or Tibetan disco hoodies.
Your Facebook Page represents a real business, because you’ll be using your brand to make money.
Pick a square logo, at least 160 by 160 pixels. This will be your thumbnail image when you post ads, so keep the design simple and clean. It’s a good idea to use subdued colors – greys and blues as not to distract from the ad. You want the logo to look professional. Check out our design guide for some tips!
We recommend setting up conversion tracking, which allows you to easily track the number of orders on your Teespring campaign that came directly from your ad.
All you need for that is your Facebook advertising pixel.
The way it works is simple: Facebook generates some lines of code for you to insert onto your Teespring campaign page. Every time someone makes a purchase directly from your ad, the code alerts Facebook. The order then shows up as a “conversion” in your Facebook dashboard. This is useful because it allows us to see how effective your ad is in real time. By simply inserting this little bit of information, you can see whether or not it’d be smart to ramp-up your ad.
Here at Teespring we’re working to build a system that will make this process really easy and intuitive. A simple three-minute step-by-step walkthrough on how to set it up is available for free online. If you are interested in learning more about how to retarget your Facebook ads, we have provided a simple walkthrough for free online.
Creating Your Ad
Once you have designed your Ad photo, Facebook page, and you’ve set up conversion tracking, it’s now time to create your ad! Go to http://www.facebook.com/ads/create to get started, and select “Boost your Post” (i.e. Page Post Engagement) because you want your audience to engage with your ad. Check out our online tutorial on how to create your ad in Photoshop before jumping in.
Create your ad in 3 simple steps
Write the headlines and descriptions that will accompany your ad photo.
Build your audience by targeting specific demographics to define your audience size.
Define your campaign budget and schedule.
When writing ad text
A call to action (CTA) is very effective - something like, “Grab this,” “Represent,” or “Check out.”
Think about who you are targeting and what words and language he or she will relate to.
You don’t have to use all of the allotted 90 characters. Be precise. Keep it short.
Highlight the end date of the campaign and the quality of the products.
Building your ideal target audience
On Facebook, you have the ability to target over a billion people across the globe based on a variety of interests and characteristics. But the more you refine your target audience, the better you can tailor your ads—and therefore your products—to the people in that group. Instead of selling a t-shirt about wine to people who like to drink it, we can now design a shirt for people who like to drink wine, are over 45 years old and have a degree in physics.
As we filter our audience, Facebook tells us how many people fit this definition that we’ve created with the “potential reach meter.”
So what’s the ideal target audience size? There’s no magic number, but unless your target group is extremely enthusiastic about your design, we’d recommend targeting at least 1,000 people if you’re looking for 30 or more sales. Remember that if your audience is too broad, the ad won’t perform efficiently. So try to keep your audience under 400,000.
Here are a few tips for filtering your audience:
Remember: the Audience Insights tool on Facebook can be an extremely useful tool for doing market research BEFORE designing your shirt, but also provides insight into great mini-niches to which you can promote.
Note that people who are 45 years old and and over are more likely to share and buy a products via Facebook. Similarly, on average, women are slightly more likely to share and buy than men. Small statistics like this is useful for filtering down large audiences.
Get into the mindset of your potential buyer. What TV shows, movies, music, magazines, brands, and sports teams, do your potential customers have in common? “Interests” is probably the most important targeting feature.
Note that when you target for more than one interest, they only add-up, not cross-reference. If your potential reach meter is too small, you can broaden your search by adding more interests.
In general, when targeting your audience, you want to be as specific as you can, while also making sure that you still have enough people to target.
Defining your campaign budget and schedule
We recommend starting with something low, say $10 a day, and then turning it up or adding different types of ads if the campaign is doing well. Often, top sellers will run a ton of ads at a low burn (small amounts). They then shut down the ones that aren’t performing after a day or two, while simultaneously amping up the spend on the ones with good metrics. The successful ads then pay for the ones that failed.
Remember to stop running your ad when your Teespring campaign ends so you’re not wasting money on a campaign that has already ended.
Like most online advertising, Facebook sets the cost to display an ad through an automated bidding system. You can manually bid with how much you're willing to pay to display your ad, but for the most part we recommend doing an automatic bid strategy.
Submit your ads to Facebook for review. As soon as Facebook approves it—which takes anywhere from a few minutes to a couple of hours—it’ll start displaying to your target audience. Boom!
Managing Your Ad
Once you have a few sales, you can better gauge the effectiveness of your ads. It’s important to keep a close eye on performance because you can see results almost instantly. Manage your ads at http://www.facebook.com/ads/manage.
A few things to keep in mind while managing your ads:
We recommend running multiple ad sets for each campaign. Create new ad sets for different targeting strategies. Spend more on the effective sets and pause the low-performing ones.
Until you see enough conversions, the “Click Through Rate” can act as a fairly good indicator of your ad’s effectiveness. A CTR of at least 3% on Newsfeed ads and over 0.2% on right hand column ads are fairly normal.
Be patient! You should wait until you have a sample size of at least 1,000 Newsfeed impressions or 2,000 right-hand column impressions before deciding the fate of your ad.
Remember to monitor your campaign’s success on Teespring since Facebook doesn’t account for all of your potential conversions.
We’ve found that a “like rate” of at least 1% is a good indicator. That is, for every 100 impressions, the ad will receive one like. Similarly, look for share rate of at least 0.2%, or one share for every 500 impressions.
For more tips on how to manage your ad, check out our free online tutorial.
You made it! How are you feeling? Perhaps ready to go, perhaps a bit intimidated. Just remember that there is a learning curve. Don’t give up! With a little bit of effort and exploration, everything will fall into place and your campaigns will be a hit. Many successful Teespring users utilize Facebook ads, but they didn’t learn it overnight. Neither will you.