Make Great Facebook Ads to Sell More T-Shirts
First things first, Facebook reigns. Is this clear? If not, here’s a graph that demonstrates it. By January 2017, Facebook had 1.8 billion monthly active users. In other words, Facebook has 1.8 billion targetable users! This is the main reason why advertising on Facebook makes a lot of sense and if you are still not advertising on Facebook you are definitely missing out.
You might also know that Facebook’s algorithm has changed for Business Pages. By the end of 2014, Business Page’s organic reach decreased dramatically. This happened because by then, there were too many Pages and too many Page posts that were competing against many other several posts, causing posts to be rarely seen by users. To fix this, Facebook decided to change its algorithm and stop bombarding the end user with businesses’ content and started showing on the News Feed only what Facebook thought was more relevant: friends’ updates.
So today, in order to get your Facebook page post seen 5 things need to happen:
1. A user goes directly to their Facebook Pages Feed and sees your non-boosted post. What is the probability of this actually happening? Almost none. Very few people bother on going to their Pages Feed, do you remember the last time you checked your Pages Feed? Probably not. You can check your Pages Feed by clicking on the Pages Feed link on the left side bar of your News Feed. You might want to bookmark the Pages Feed to stay in the know of what your liked pages are sharing.
2. Another way a user can organically see your shared content is if they choose to “See First” your Page’s posts. What a user has to do is go to your Facebook Business Page, then click on “Following” and choose “See First”. What is the probability of this actually happening? People follow these steps when a Page owner kindly asks users to do this or a user deliberately goes and does this when really interested in the content that is shared on the page. So while we are at it, why not going to Placeit’s Facebook Page now and choose to see our awesome updates first? 😉 👉
3. Someone decides to reshare a Page’s post on their own wall. After a piece of content has been shared on the Page, a user can share it on their wall or a friend’s wall and get Friends and Followers to see it. What is the probability of this to happen? Brand owners usually reshare content they share on their Facebook Pages to increase organic reach. Also, if the content is interesting it can get reshared and reshared, think viral posts.
4. A Facebook Page Owner boosts a post to get the post to reach an audience beyond their follower base.
5. A Facebook Page Owner goes to Facebook Ads Manager and creates an ad. Ads created through the Ads Manager perform better than a boosted post because the targeting capabilities are way higher.
Now that we know all about Facebook Page Posts, let’s focus on points 4 and 5 since the objective of this blog post is to help you create low-cost and high-converting Facebook Ads to sell more t-shirts.
So Why Are Facebook Ads Suddenly a Thing?
Facebook ads are sponsored content that people see while they are on Facebook. And as previously stated, non-boosted Facebook Page posts have minimum visibility. In the contrary, when you invest in Ads, these can be seen on a user’s mobile or desktop News Feed, in the right column on laptops or desktop computers, or even beyond Facebook on Facebook’s Audience Network. People see sponsored content because a Page owner or Social Media Manager has decided to target them and spend money for that ad content to appear right before their eyes.
Facebook Ads work because people spend on average 20 minutes per Facebook visit and what they do is they scroll through their News Feed, stop to watch, like, or comment, and continue scrolling, sometimes endlessly. Here, in the News Feed, is exactly where Facebook has strategically decided to show ads, making ads practically unmissable.
Ad content may or may not go paired with social actions that your friends have taken, like liking a page.
It makes sense then to think that when an ad has this extra information on it, the chances of actually doing what the ad wants you to do increases, since people you know have already engaged with the page. As an example, in this Corona’s sponsored ad, I can see that 50 of my friends like Corona’s Page already so this kind of pushes me to think that Corona might be giving away interesting stuff and I should go and like this page.
“Well Mister, Then Why Are Users Not Engaging With My T-shirt Facebook Ads? What’s Going On?”
To begin with, Facebook page owners have started to realize that Facebook Ads is the way to go so it has also become a competitive and crowded environment. This means that your ads are competing against many other Facebook Page owners’ ads who might be creating better ads than yours, be it on the creative side, doing a better job targeting their audience more effectively, who knows.
Facebook Advertising interface is so user-friendly that few actually realize that when you Advertise on Facebook you are joining a massive auction. It makes sense then to think that Facebook wants to maximize its profits and the way they will achieve this is by only displaying high-quality (relevant) ads to users so that these ads get high user engagement (money for Facebook).
Alright, let’s apply this knowledge and learn how effective Facebook ads that sell t-shirts look like.
How to Decrease Facebook Ads Cost and Increase Effectiveness
T-shirt business owners fail and end up wasting their hard earned money when they fail to define what it is that they want to achieve when investing on a Facebook Ad campaign or by boosting a post.
The cost and effectiveness of Facebook ads can be optimized by making a few smart decisions. Amongst the most important aspects to take care of are:
Choosing the right goal. Have you defined your goal?
✓ You need to know what kind of Facebook ads to run based on what you objectives are. Besides achieving your campaign objectives another benefit is that you will spend less since Facebook understands what your goals are and can optimize ad delivery accordingly. In this sense, what outcome would you consider a success – exposure and sales, simply sales, likes?
Choose Where And How To Advertise
✓ Choose to appear on desktop news feed or the mobile news feed only. Ads displayed on the right side column rarely get noticed. Personally, I ignore these ads, I even find them misleading, but then I’ve heard of people that purchase products that appear there, so if you feel like it, please experiment.
✓ Facebook ads work best on a CPC (Cost per Click) basis, which means that you will only pay for clicks that your ad receives. Choose to get charged per Post Engagement. You can cap the the amount of money you want to spend per day, so if you want to test ads at $7 per day, you can do it.
✓ Bidding on conversions is recommended because Facebook will do its best to deliver your ads to people who are interested in your offer also known as, most likely to convert.
Target Exactly the Right Audience
✓ Make sure you target a very narrowed down niche if you want to have really inexpensive clicks. You need to know who your target market is, the things they like, watch, read, listen to, and buy. Creating consumer personas will make you an expert on psychographic and demographic targeting and will make your ads way more compelling.
✓ Build several custom audiences and improve them over time. There are advertisers that create audiences with +100 interests, wow.
✓ Go for intersections of interests. When choosing your audience interests go for “people who enjoy outdoors” AND “people who enjoy drinking beer” this is much more exact than if you were using OR instead of AND. Get the most benefit from Facebook ads and start applying this technique now.
✓ You need to know about how Facebook considers how relevant an ad is when determining which ads to show a person. The more relevant the images and the copy on your ads are for the targeted audience, the less expensive your ads will get. Once a campaign has ended, go to your Facebook Ads Manager then select an Ad set and under Relevance Score you will see your ad’s score.
Remember to use buyer personas to improve your Facebook Ad Relevance Score. To get the full juice on Ad Relevance Score check read this great blog post.
✓ Your ads need to speak to your target audience’s identity. Use images that match their lifestyle and view of themselves. While interacting with your ads, you want them to think “This is SO me.”
✓ Improve your targeting by checking Audience Insights, detect who is not engaging with your ads and focus on the ones that are.
Choosing the Right Content to Promote. How?
✓ Using High-Quality HD images, especially when in the “lifestyle” clothing business.
✓ Invest in professional product/studio photography that talks to your audience for your Ads, like Placeit’s apparel mockups.
✓ Usually, people want a t-shirt that gets a reaction from their peers. So if I am passionate about X, I want to wear a shirt that someone might come up to me and say, that is cool, where did you get it. Transmit this on your ad and see how sales go up.
✓ Ask yourself, the image or video you are using will capture the viewer’s eye amongst all of the other Facebook page clutter?
✓ Carousel ads provide a flexible way to advertise your t-shirts without having to create multiple ads. The carousel format allows you to showcase more than one image for a given ad unit so that you can show several images displaying different models wearing your t-shirt and thus making your business trustworthy.
✓ Test advertising one specific product per ad instead of your entire shop – e.g. someone that would buy a t-shirt wouldn’t necessarily buy a tote bag or even interested in seeing tote bag ads. Tailor your target audience specifically to the product in the ad! The Facebook Ad Manager makes it easy for everyone to create several ads fast.
✓ It is recommended as well to use videos to promote your t-shirts. It is not difficult to create videos, I repeat, it is not difficult! Placeit has T-shirt Video Mockups that you can use on Facebook Ads and to create a t-shirt video mockup you just have to drag and drop your t-shirt design, that’s it. Facebook has been prioritizing video content for a while now because video tends to generate more engagement. So why not give it a try?
✓ Don’t always sell, sell, sell. Share and boost inspiring content that your target audience will find interesting, attractive, or entertaining and build awareness. If you sell cat shirts, share cat content. By doing this you will get your target audience more familiarized with your brand’s values and will find more value in your page. After a few of these posts, users will be more ready to engage with your selling ads.
Optimize the Ad’s Copy and Imagery
✓ Make your ad highly clickable by adding urgency wording. Entice customers with words like “limited time, hurry, last chance” that help create excitement about an offer and pushes users to make the purchase in that exact moment or at the most on that day. Also, use active verbs in your copy and make sure that your customers’ “pain points” are central to your messaging while appealing to emotions.
✓ Don’t assume, test! Create different ad sets that have small changes. Test a different copy, a different image (real person vs an illustration), different demographics, different objectives, etc. By testing different content and variables you will learn which kind of ad your audience feels like engaging the most with and your costs will go down.
✓ Include strong, recognizable trust signals. Fast shipping and returns, t-shirt’s real price, amount of t-shirts already sold, etc. Once your ads start to be effective, the cost per engagement goes down, so work on perfecting your ads!
Scale Your Online T-shirt Business with Facebook Ads and Placeit
As previously stated, the Carousel ads option is the best choice to advertise your t-shirt business. So to sum it up, your ads need to have:
- Attractive Imagery
- Compelling copy
- A Clear Objective
This ad is good but the images don’t really tell who the ad is directed to.
On the other side, this ad shows products being worn by the target audience and they look awesome wearing these products proudly!
The difference is huge. By using mockups you can transmit much more that by simply showing a t-shirt with a white background. Placeit has thousands of mockups ready to be used by you and dozens of mockups are added every single day. Best of all you don’t need any photo editing experience at all, all the photo editing is done for you to just upload your artwork.
What have you tried and tested that works, and what hasn’t worked for you? Let us know on the comment section!