Do you wish you could drive an unlimited amount of traffic to your best-performing pages?
Whether those are opt-in pages that lead to paid funnels (yours or affiliate opt-ins) or Walmart or Amazon products you want to use advertising on Facebook to promote, this may be an exceptional form or promotion for:
- Affiliates
- Digital Product Creators (Courses, Printables, Low-Content)
- Service Providers
- Amazon (And Other Marketplace) Sellers With Physical Products
… IF you have some things in line before you begin your Facebook advertising strategy.
The problem many sellers have is that they jump the gun. They start running Facebook ads before they think the entire process through. Then, when their ads begin to show on Facebook, they get the unwelcomed surprise of finding out there are flaws in their system.
Why Do Marketing Ads Or Amazon Advertising On Facebook?
Facebook has a way of drilling down to reach customers like no other platform. Amazon PPC (pay per click) ads and other paid ad types target keywords. Facebook advertising is based on whittling down personalized interests, behaviors, locations, and more until you have a highly targeted group of pre-qualified buyers.
Whether you sell digital goods on your own website or physical products on Amazon, Walmart, or other third-party marketplaces makes no difference. Your Facebook advertising strategy needs to focus on getting the most-qualified visitors to your products so you don’t waste time or money.
Here’s how they compare.
Audience Example For Amazon Advertising On Facebook
If your product is the Le Creuset Stoneware Utensil Crock, you’ll ask yourself what type of customers would purchase this product?
Le Creuset is a premium brand known for its quality. A favorite of professional chefs, this brand costs more than other utensil crocks. But it’s not just the physical properties of the product that are appealing.
Because so many cooks and chefs on Food Network, other networks, YouTube, and Instagram use it, the brand also carries a hefty amount of “wannabe attraction.” Those who envision themselves as excellent chefs or who want to become noteworthy cooks are drawn to this brand as if owning the products will improve their cooking skills.
Sure, including keywords in any paid ad campaign is a great idea. But with Facebook ads, you can also target shoppers by what Facebook pages they like (Food Network and Ree Drummond, for example). You can add to the mix interests they have named (such as cooking, cooking lessons, and so on).
So, if you define an audience made up of those who are home cooks who like Food Network and Ree Drummond (The Pioneer Woman), who are interested in taking cooking lessons, are of a particular age and income level (not everyone will spend $50 on a crock), etc., you can craft your ad images and copy specifically to those people.
The results of those ads versus Facebook advertising created to reach a generic audience will be massively more effective.
Audience Example For Free Digital Opt-In Being Advertised On Facebook
What if you are trying to grow your list and boost your passive income at the same time? You might consider a Facebook ad strategy that consists of attracting those who would appreciate a free guide on the topic you are an expert on. Perhaps an email series on how to make affiliate sales without selling.
Because you would need to attract a very specific group of people, you can drill down by interests, behaviors, location, and other datapoints just as we saw with the physical product example.
In this case, we might look to see if people have like famous affiliates (including Pat Flynn and others) or how many are in the United States, UK, Australia, and other English-speaking countries.
Perhaps their other interests would be passive income, being an online entrepreneur, being a coach, copywriter, website designer, or other digital professional.
The more specific the audience becomes, the more your copy and images will resonate with them. Thus, the higher your clickthrough rates will be.
This is the biggest advantage of Facebook advertising.
SIDE NOTE TO AFFILIATES: In order for you to track Facebook ads with affiliate marketing you’ll need to send prospects to a landing page you control *before* they go to the affiliate site. This way, you can install the Facebook tracking pixel on a page you control. You will not be able to add your Facebook tracking pixel to an affiliate website because you don’t own/control it.
You can accomplish this in several ways.
- Offer an opt-in freebie that relates to and upsells to the affiliate product.
- Provide a presale video on your site that covers the most important benefits of the affiliate product then directs customers to the site through your affiliate link.
- Send Facebook clicks to a prequalification page on your site that asks questions, provides a quiz or otherwise makes sure prospects are ready to purchase the affiliate product you’re promoting. Then give them your affiliate link.
Of course, choosing your audience isn’t the only prerequisite for running Facebook Ads.
What Do You Need To Have For Facebook Advertising?
- Facebook Business Page (not a personal profile page)
- Products That Are Selling On Amazon Or Your Own Site
- A System Ready To Fulfill Orders (Amazon FBA, FBM, your own digital delivery system, etc.)
- A Message (Copy) That Attracts Your Perfect Customers
- Persistence — Facebook is always changing, so it takes patience to get it right.
- Facebook Business Page
Just having a personal Facebook profile is not the same as creating a Business Page. It doesn’t take long. You can do that here.
- Products That Are Selling On Amazon Or Your Own Site
I don’t recommend using Facebook Ads to promote physical or digital products that are brand new and untested. Before you invest in ad spending, you need to be certain your product pages will convert.
This means putting your Amazon listing or your full funnel up (for digital products), sending some traffic to them to make sure they convert. Didn’t get much response? Make changes and do another test.
Only after your listing, opt-in page, or sales page is converting traffic into sales are you ready to think about spending money on Facebook Ads.
- A System Ready To Fulfill Orders (Amazon FBA, FBM, your own digital delivery system, etc.)
Once your sales system is converting, turn your attention to your delivery system. Downloads that don’t appear instantly, welcome emails that never arrive, and other issues should be ironed out before spending a cent on Facebook Ads.
Likewise, your inventory needs to be in Amazon’s warehouses if using FBA (or your own for FBM). It’s counterproductive to run ads for products that can’t be delivered.
- A Message (Copy) That Attracts Your Perfect Customers
When everything else is in place and functioning smoothly, turn your attention to creating your ad copy. The message should be specific to the target audience you’re reaching out to. Most of the time generic ads about the product don’t perform as well as those crafted for a precise group.
- Persistence — Facebook is always changing, so it takes patience to get it right
I have never heard of a Facebook advertising strategy that didn’t involve testing. Be prepared. It will take a little time to test ad copy and images, to test the offer you’re making as well as colors, branding, your landing page, and more.
Once you get all those in place, you’ll need to stay on top of Facebook’s ever-changing criteria. It can be a bit of work, but with diligence you’ll get results.
That can be a learning curve, for sure.
The question that almost always comes up is “Should I run my own Facebook ads or hire an agency?”
I had a very frank conversation with Jeff Cohen of Sellers Labs about this topic. You can watch the video here. He covers a lot of good things to think about and have in place before you jump into Facebook ads so that you’ll get a better return on your investment.
Not everybody is in a position to invest in Facebook ad services right now. This video will help you decide.
If you do think you’re ready, request your free Facebook advertising audit from Seller Labs when you book your introductory appointment today.
Not ready for managed Facebook advertising services quite yet? I highly recommend the Crazy Brilliant Facebook Ads videos from Amy Crane. This series of video training will get you started on the right foot.
Have questions about Facebook Ads? Talk to me below!
Recommended Learning & Tools
Beginner’s Guide to Facebook Advertising
6 Ways to Increase Your Engagement on Facebook Pages
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