Advertising on Facebook & Instagram | Facebook Ads by Wix | Wix.com

Hi everybody. Welcome to this week's WIX ecommerce workshop. We're going to talk to you about how to launch a successful Facebook ad campaign. I'm Leah so I lead e commerce marketing at wix. I'll be your host today. And joining me we have a very special guest. It is Amit from our Facebook ads team. So Amit, I'll let you introduce yourself.

Hi everyone. I am Amit. So I lead the product for the Facebook and Instagram ads product. Super excited to be here today and looking forward to sharing with you some really cool insights on the product.

Very cool. We're excited to have you, Amit. So today we're going to be talking about the opportunity that you have for your business on Facebook and Instagram. Some best practices for how to prepare your online store for that kind of paid promotion. Amit is going to share with us the secrets behind the WIX Facebook ads algorithm and he's also going to show us how to launch a new Facebook ad campaign and how to track your performance. And of course, we'll be answering as many of your questions as we can today. So let's get started with the opportunity with Facebook and Instagram. The first thing that I'd like to say here is that thank you so much for joining us today. I know it has been a really crazy week for most of you. We're coming off of the Black Friday Cyber Monday weekend. I hope that for many of you it's been a very successful weekend of sales. And I know that with that there is a lot of hard work this season. But I want to tie in directly off of that because you may be asking yourselves, why are we talking to you about Facebook ads just after we're coming off of that weekend? Well, because now is the perfect time for you to set up those ads for two reasons. One, you're going to make the best of the remaining couple of weeks of the holiday season and make sure you're reaching all of those relevant last minute choppers. And two, because Namit's going to talk about this in detail. Part of what our product does is it retargets shoppers coming to your site. So you want to make sure that you're retargeting all of those potential shoppers who are coming to your website during the holiday season and following up with them and making sure that you're closing the deal. So this is really great timing to be setting up your ads. And even better than that, we're setting you up for a great new year as we're heading towards 2021. So let's dive into the opportunity a little bit. Obviously, billions of people around the world use Facebook and Instagram every day. And that for businesses and marketers is a great opportunity because you have a captive engaged audience. And we know that 8 million businesses around the world already sell on those platforms and enjoy a lot of benefits. They have low cost per acquisition. There is the immediacy of getting your ad in front of a potential shopper and closing that deal. And you also have the benefit of being able to target very specific audiences. So you can go after exactly your customer base or your target audience. But alongside that amazing potential come challenges. So the first one being, and this is probably true for most businesses running their e commerce business, is that there are bigger businesses with huge marketing budgets and marketing experts in their payroll who are competing with you in those channels. So that means they're always going to be able to outperform you or outperform your ads and get to those customers before you. And the other one is a gap in knowledge. Right. Really, to be able to run great Facebook and Instagram marketing, you, you need to be an expert in online marketing in order to become successful. And not every e commerce business is an expert yet or has an expert in the team yet. So let's talk about what you want to do there and then how we're going to help you guys deal with those challenges. So I think in terms of the potential of Facebook and Instagram ads, you really are able to achieve a lot of your marketing goals, but you need to go into it being super clear on what you're trying to do. So one piece of homework is make sure that you know who your target audience is, you know who you're trying to get to. And again, Amit's going to cover this. But that's a really important base before running any kind of paid campaign on Facebook or Instagram. And then you also want to be thinking about your ideal results. So with Facebook and Instagram, they are both really great ways to a really reach out to totally new prospects, people who've never come in contact with your brand or product before. It's a great way to drive more or better traffic to your online store and it's also a really great way to re engage past customers. So this is what is often referred to as remarketing or retargeting. And Amit is also going to talk to us about that a little bit later today. But it's really important that you are constantly tracking your results and Trying to optimize off of that. And ultimately with both Facebook and Instagram, you really are able to scale. Right? Not many other platforms offer this magnitude of audience and also automations for setting that up. And especially with the product by WIX that we're going to touch on today. So we actually wanted to share with you some data off of our network of selling stores. So today we have over 500,000 selling stores around the world on Wix. And we took a look at their numbers over the Black Friday Cyber Monday weekend to see which channels were most effective for them. And you can see that in terms of paid channels, Facebook and Instagram are the highest performing paid advertising channels. The only things that are outperforming them are kind of the direct marketing channel. So like email marketing, reaching out directly to your existing customer base or customers who are just coming directly to your site or doing organic searches. So definitely huge, huge potential for our sellers on Facebook and Instagram. So what we want to talk about for a second before we dive into the product with Amit is how to get your store ready. Because we really want to make sure that we're setting up your store for success once you start your Facebook campaign. So there are a few things that you need to take into consideration. Number one is your product pages. So essentially what we're going to do is we're going to promote your products on Facebook and Instagram ads and those ads are going to lead directly back to your product pages. So always remember that in e commerce, customers do not have the option to interact directly with your product or with your store. Right. They don't get to come in touch and try things on or see you standing behind the toe. What they see is your product page and your website. So you need to make sure that those are performing really well and convincing shoppers that they want to buy this product from your website. So you need to have really strong product names that clearly describe what the product is. Even clearer descriptions that include all of the relevant information for your shoppers. Features, specifications, benefits, depending on what you sell, maybe ingredients really get into the nitty gritty of the details so shoppers know everything about it. Make sure you have high quality images of your product. Right? This is the opportunity for people really to see your product and understand what they're getting. If you have videos, even better use them. And another little tip that I'll add here is I always like to say that it's great if you can add user reviews to your product pages. I know as a shopper myself, like One of the things I love most when I go to an E commerce site is when I see what other people are saying about the product. And I love to look at the photos that they're posting of the products that they're buying. Right. Because sometimes it's hard to tell from the store's photos. And I don't know what does it look like when I put it on? Like it looks great in the picture, but what's it actually going to look like on me? And then I see somebody else who bought it and tried it on. That's awesome. Make sure you're simplifying that whole buyer experience. Right? You want to make it easy, easy for people to buy. So clear CTAs, big buttons, minimal text, remove unnecessary fields, unnecessary clicks. You know, that seamless journey from adding to cart to buy and also making sure that you're giving your shoppers enough payment options and the right payment options for them. So this is going to come down to you really knowing your audience. You don't want to lose a customer just because technically they can't pay you. Make sure you communicate everything about your fees and policies on the site, like up front, before they actually get to the cart. Don't surprise people with fees like taxes or shipping that they don't know is coming. Communicate that before they get to the cart. And also make sure you're displaying all your policies, shipping policies, refund and return policies. If you're running a special promotion, then the policy for that really make it easy for buyers to know what they're getting into. And of course, make sure you are recovering abandoned carts. So set up those email automations to recover your abandoned carts. So once you've done all this homework, now we're going to be ready to dive into some of the details with Amit about what is this product from Wix for running my Facebook ads. So essentially Wix has a really great tool that's going to let you create, run and track paid ad campaigns on Facebook and Instagram. So, Amit, now come the hard questions, right? So Wix is going to do this for my E commerce business. Talk to me about the advantage of using wix.

Sure. So thanks, Liat. I think that, I mean, I'm sure many of you have already tried advertising on Facebook and Instagram and we know that it can look simple, but at the end of the day it really requires this expertise. And what we're trying to do with this product is really to simplify the entire process and also to make sure you're going to get the best results. And I'm going to talk about this advantage in detail. So first of all, let's start with the type of ads that we're using. So we built this product after years of testing a lot of POCs and testing on actual users, finding them the best recipe that is going to bring success. And what we're offering today is called dynamic product ads, which are very unique type of ads that are smart and dynamic and adjust themselves based on the audience's interests and engagement with the ad. I'm going to show that in a second when I show you the product. In addition, we make sure that all of the technical side is covered on our end. So from setting up your Facebook pixel, making sure you have that installed on your site, and making sure that your product, your store catalog is uploaded to Facebook, all of that we're handling. Wait, let me continue.

So before you share, Amit, I just wanted to like, really ask some questions here to help everyone understand because, I mean, you're an expert, you're a really smart guy, you've been doing Facebook ads for a long time. And I can say, even for me as a marketer, Facebook ads can be complicated. Certainly understanding the ins and outs of the platform really takes expertise. So I wanted to understand a little bit about what this means. Like, WIX does it for me. So I know, like, one of the really great advantages is that you start to learn about my website, about shoppers coming to my website, and then which of those shoppers, I guess, convert the best. And then you do two things. One is you kind of hunt them down on Facebook. Right. You do that retargeting. So if somebody came to the site, right. You're going to go, you know, hit them up with these ads wherever it is that they are online. So that's one really great thing that WIX is already doing for you. And the other really cool thing is that you're essentially learning what are more potential customers. For me, that's the lookalike audience that you're talking about creating. Right. So off of shoppers that I have, you can predict which other shoppers are going to work for my business.

Yeah. So you're already giving a sneak peek of what I was going to say. But let me share my. Continue sharing my screen. So exactly what you said, what happens is besides the process of the setup, which is usually it involves some technical side and that's where we handle all of it. There's the optimization and learning part which you just mentioned, which usually I think that's the part that's the main pain point for many small medium businesses. And that's where usually you would hire someone to help you or you would have to invest a lot of time in understanding what works and what this algorithm, I like to call it your personal marketing assistant that does it all behind the scenes. So we create different, we the algorithm create different types of audiences on Facebook and on Instagram. For example, remarketing, like you said, those are users who've already showed interest on the site. They visited the site and maybe they added an item to cart and basically were able to hunt them down and show them the ad over and over. And this usually works in converting and leading them to make a purchase. In addition, there's the look alikes which is a really cool feature. And what it does is it takes existing audiences, for example, people who've liked your page on Facebook or follow you on Instagram, and then we find similar people in the ecosystem of Facebook and Instagram and we target them as well. And this way we can really find the people who are most likely to buy your products. And that's all done behind the scenes. You don't have to worry about a thing. Just make sure the campaign is running and come back to track and see how it's doing.

So that's really amazing. I think being able to rely on an expert like that, almost like having your own agency running these ads for you is a huge relief and a huge assistance to a lot of businesses who don't have that expertise in house yet. So, Amit, I would love if you would actually show us how we're going to set this up.

Sure. Okay, so it starts with this welcome screen and the first step is really simple. You have to connect to connect your Facebook account with your wix site and make sure you provide us with the permissions in order to advertise on your behalf. So that's a really simple, smooth process. Then when you finish the connect, you will see your Facebook business pages, if you have one or more, and you can select the one that you want the campaign to run on. I must say here that yeah, you must have a Facebook business page, so you cannot use your personal Facebook account, that's mandatory in order to run ads on these platforms. And I have to say it's a best practice. So you would want to have this business page because that's usually how you would want to promote your business on social media.

Okay, great. So that actually answers one of the questions that we had here. So for the person asking us about Personal. Personal account. Amit saying, definitely you need a business page, so make sure that you're doing that setup. And then similarly, Amit, we're getting a question about the Facebook Pixel. So people want to know if they need to set up the Facebook Pixel on their website.

Cool. So great question. So, as part of this seamless process, we would take the Facebook Pixel. If you already have it installed in your site, we'll use that pixel or we'll will create one for you. And just in a word about the Facebook Pixel, that's that snippet of code that we put on your site. And it helps us track users who are coming directly from the ad and performing actions on your site so we can later on retarget them or use that data to optimize the ad.

Great. So you're saying either way works. If I have the Pixel, you'll use what I have, and if I don't have it, then you'll create one for me.

Exactly.

Cool. No, let's continue.

Once I select the page, that's where the magic happens. Behind the scenes. We'll already create the ad. We take your store catalog and we upload it to Facebook automatically. Then you just get to this four step wizard. It's super simple. The first step, you already see a preview of how your ad would look like. It's a carousel. So it includes up to 10 products in a carousel. I must say that this is just an example of one of the many variations of the ad. Because it's a dynamic ad, different people on those platforms can see different creatives or different ads based on how they interact or their interests. So let's say, Liat, you can see this bag and I might see the shoes first, depending on what Facebook knows about us. So that's really cool. And also this is a spoiler, I would say, but we're going to roll out soon a new type of ad, a new type of creative. We call it classic ads. What it means is you'll be able to upload your own image, static image, or video directly from the media manager and create a campaign that's more focused on one messaging rather than your entire store catalog. So that's really exciting and it's coming up really soon.

So you're getting a sneak peek that is super exciting. So definitely a spoiler alert. But we're going to bring Amit back to talk about that once it rolls out. So actually, Amit, you just answered another question we had, which somebody wanted to know. Can you create video ads with this product? So you're saying now we'll be able to, right?

Yes, exactly. You will be able to soon. And up until then, you can use our dynamic ads, which are performing really amazing. And here in the first step, in addition to choosing the format, you can choose specific products you want to promote. We recommend having as many products as possible so we can optimize and show the right products to the right people. And the caption, of course, the text that appears on top here, that's where you can choose the specific products. Another thing I want to say here is that everything is automatically synchronized with your store catalog. So whatever you upload and update on your site, if it's you're uploading new images or adding new products to your stock, if you it will automatically sync with your ad so you don't have to worry about anything. Your ad will run and adjust accordingly.

Very cool. So, Amit, we had one other question there. Just while you're on the topic of the product, somebody wants to know if they only have one product, can they still use this?

Yes. So you can still. The minimum is one product. One of the reasons we're adding static ads, the classic ones are exactly for this use case for people who want to promote one product or a small number of products, because that's where the dynamic part is less effective. But it's definitely available and today you can run with one product. The creative itself would look a bit different. It will just show one image. So the answer is yes.

Great. And maybe one little trick you could do there. If you have variants for that one product, if you can create the variants as single products, then it can also test just the variance of your product line on different audiences.

Cool. I'm moving on to the second step, which is the audience. Setting your target audience. Liat, you spoke about it before. Understanding who is your target audience before you're actually doing the ad, I think that's really, really smart. So what happens here is that you can provide us with initial information that's going to help the algorithm find the most relevant audience. So starting from gender, the age range, interests, that's where you can be a bit more creative and think about those. You know, the interest that your usual customer will have and of course the locations. We're going to use that information as a starting point and build on that. So we're going to test other audiences. Like I've mentioned before, the lookalikes, the retargeting, we're going to use engaged audiences. So people who've, you know, liked or commented your posts before, and we know that they have some sort of interest. So all of that is going to happen on top of what you already defined here. And that's really important to understand because that's the main added value of our product.

Amazing. So I actually have. We have a question that maybe I'll ask you here. Somebody wanted to know. They're giving us a really specific example here, so maybe you can help them out on their target audience. So they say, my ideal customer is 20 to 40 years old, female, and loves New York City. So how should I define my target audience?

Okay, so first of all, it's good that you know your audience. That's a great start. So like I said, you can use those fields that you have here and add those. That information. We're going to use that. So the more you can give us, the more you understand your audience from an early stage. That's going to help the algorithm bring results faster because the learning phase is going to be much, much shorter. So but just remember that you might be surprised. Like you might discover that other people are interested in your products and it might not be who you're expecting.

So you're saying we might discover that not only women who love New York City, maybe people who love LA or

maybe keep an open mind, but definitely, like, it can be men who, you know, want to surprise their wives. So you never know. And at the end of the day, the idea is that the algorithm will find based on good signals, he's going to find those best converting audiences and whatever is going to bring you business.

Excellent.

Cool. So moving on to the third step. That's where we defined our monthly campaign budget. So as you can see here, it ranges from $80 a month to $5,000. This budget, it's a monthly budget, so it renews every month and 15%, 1:5 goes to Wix as a fee and the rest goes to the ad spend. So directly to Facebook and Instagram for the advertising part.

Okay, so Amit, you gotta hold your roll for a second because now we have lots of questions. So, audience, I will.