This guide is suitable for e-commerce stores that run paid advertising in:

  • Makeup/beauty niche
  • Kitchen/homeware niche
  • Clothing niche
  • Swimwear niche
  • Gadgets niche
  • Any other physical product store in ecommerce

If you’re selling physical/digital product through an ecommerce marketplace mainly:

  • Shopify
  • Magento
  • Woocommerce

Why should you read this article?

  • Using facebook pixel standard events
  • Learn about how to structure your ads for the retargeting funnel for e-commerce
  • The type of ads that should be run for specific parts of the funnel

Facebook Pixel Standard Events

The facebook pixel is a line of code that you can put onto your site. The pixel data lies in your business manager and facebook owns that data. As long as the pixel is onsite, all the traffic on your site will be collected on the pixel even though facebook may not be the originator of that website traffic.

The Facebook pixel is very powerful because it tracks every single action that the person takes on the website.

These actions are related to the actions users take before they make the purchase decision. When a person does take an action, the pixel will fire and register the action as an event. As facebook matures as an advertising platform, they will add more of these standard events, but in the meantime, the main standard events are as follows:

    • Page View: refers to a user landing onto the site when page load
    • View Content: refers to a user landing on the site and spending some time to interact with the loaded content, be it play a video, scroll through the text
    • Add To Cart: users presses the add to cart button and adds the product to the chart
    • Initiate Checkout: People who have started
  • Add Payment information: People who have added in their credit card information on the checkout page but have not purchased
  • Purchase: People who have bought the product and paid money, facebook will register the transaction value

The Structure Of Retargeting Ads

Custom audiences are different segments of the website visitors who have registered on the facebook pixel. In addition to the standard events, these several custom audiences can also be used in retargeting.

The main examples of retargeting audience segments that you can use for custom audiences may include:

  • Your email list that you can upload as a CSV to the facebook platform
  • People who have interacted with your instagram profile
  • People who have liked your facebook page
  • People who have engaged with your facebook page
  • People who have watched 25%,50%,75% and 100% of selected videos (among all the videos on your instagram or facebook page, or the videos that you have used as ads in the past, you can select any of these)

Time-based custom audiences:

Facebook is very powerful and collects a lot of data to the pixel as well. For example, you can also target people who spend the top 10%, 25%, 50% of time on your site. The longer users spend on your site, the more engaged they are perceived to be and the custom audience segment becomes more valuable and profitable when running ads.

Lookback period custom audiences by days:

You can also segment time based on the number of days. For example, I could create a custom audience of people who have added to cart in the past 14 or 30 days. This is extremely powerful because, for example if you were to launch a NEW product on your store, you could retarget your view content pixel segment up to the past 180 days and reach audiences that visited your website all the way to the last 30 days.

For retargeting, what I like to do is to run 1 very big CBO campaign that is divided into multiple ad sets. Each ad set will contain 1 of these custom audiences. This is just my personal preference, you may definitely mix it up to see what you prefer but let me break it down for you in full.

Retargeting campaign structure:

1 Retargeting Campaign for middle of the funnel users on campaign budget optimization (CBO):

User segments to use:

  • Email list synced to your email autoresponder (if you’re on mailchimp) OR manually uploaded email list
  • People who have interacted with your instagram account (past 365 days)
  • People who have interacted/engaged with your facebook page (past 365 days)
  • People who like your facebook page (past 365 days)
  • People who have watched at least >50% of your videos that you posted on your profile
  • People who have visited the website (view content/page views 180 days)

1 x Retargeting campaign for bottom of the funnel users:

User segments to use:

Add to cart excluding purchase (30 days)

Initiatie Checkout excluding purchase(30 days)

Add payment information excluding purchase (30 days)

Once you understand the types of audiences that you have at your disposal, you can start creating the ads and the content that is suitable for the temperature of the traffic.

Type Of Content To Run For Different Parts Of The Funnel

For middle of the funnel audiences, you aim to try to push them down to the bottom of the funnel, ready to buy state. You must understand the psychology of the customer at this stage.

They are problem aware, have checked out and visited your website but have not made a further step to take a purchase action. They probably have lots of suspicions with your product, are skeptical of your claims and most of them are not interested enough to take a further step.

Thus once you know this – you should craft content that counters this, the type of content includes:
– Product demonstrations

  • Founder story and motivation to build the brand
  • Testimonials
  • How people are using the product and being successful in achieving the end result
  • Uncover more of the pain points of the problem

A few examples of some e-commerce brands that do this well include:

Solgaard: They introduce the problem and tell the origin of the product through a video ad, they use the founder story concept very well

Blendjet: They execute the testimonial story and concept of social proof very well with their fast paced, guerilla style phone based videos

K’achava: Whoever is behind their marketing, these guys know what they’re doing. Kachava is great at telling a story and uncovering the pain points behind their protein blend through a founder story.

Optical Gadget: They execute the product demo very well and advertise how the product is used and love by consumers, showing another person on camera touching and demo-ing the product just like in real life.

For bottom of the funnel audiences, the psychology is that these people are ready to buy but still have some last minute doubts and trepidations about the product. They are unsure about whether the product is really for them and whether it suits their needs. They may also have distrust about your credibility and quality of the product. Lastly, they may also have doubts about the price of your product and don’t see enough perceived value to complete the purchase.

Hence, although they have their wallets already half opened, all these guys need is a bit more push to complete the purchase.

Once you know their mental state at this point in time – the content you produce is meant to seal the deal, a few examples of ads you can use are:

  • Predominantly testimonial related ads
  • Ads that centre around objection handling, answering frequently asked questions
  • How other people are successfully using the product for themselves

A few examples of some e-commerce brands that do this well include:

Bright swimwear: They use the pictures of their own customers using and wearing their product as enhanced social proof. Not everybody likes to see perfect models in bikinis, but if the customer sees one of them in the brand’s ads – it definitely has a reliability element to it.

The Healing Sole: The founder or the CEO is a doctor and she is great at using video ads to educate the audience about the use of the product. She demos the product by literally holding the shoe (product) up and outlines exactly what types of pains that people experience with their feet condition. She also talks about the common objections or doubts that people may have. Although the founder is a doctor – just by educating the audience about her product – she does a fantastic job selling as well.

All in all, the way you way start getting results and seeing a great ROAS/ROI from your facebook advertising is when you can combine a well structured media buying strategy such as this to a content machine that can produce highly converting video and photo ads that convert well on the social platform.

If you need any more info on the media buying strategy, you can always reach out to us and we’ll be happy to help!

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