Facebook Ads Starter Pack for Print-On-Demand 2021

Facebook Ads is currently one of the most effective advertisement channel, which has powerful impact on converting sales for online business. In print-on-demand market, Facebook ads isn’t an exclusion of this result. In fact, most merchants who have their own store on platform (like Shopify, Woocommerce,…) will certainly use Facebook ads to promote their products.

But how to run an efficient Facebook advertisement?

Plan your Facebook ads strategy

Before you start planning on a detailed strategy, you need to be certain that you have clear business system, strategy and goals. Remember that, we need to see from the macro point-of-view first, before looking at any micro part.

An advertisement can be implemented due to many reasons: to convert more sales, to raise brand awareness, or to build consumers' trust, etc. By determining a clear purpose, it will help you to build a detailed advertisement plan easier. Also, ad performance measurement will become easier in later future.

Within a strategy plan for Facebook advertisement, you will need to mention these 4 criterion:

  • Target audience (Demographic, Geographic, Behavioural and Psychological)
  • Ad campaign goals
  • Budget
  • Ad campaign duration

Build persona for your target audience

Aside from the basic persona about geographic and demographic , you need to focus on behavioral and psychological insights as well.

For example, your product is t-shirt with tennis design. In this case, the psychological insights will be their tennis interest. But if you target only in this interest of people, it will turn out to be a very large target audience. The tips is you the more you can narrow down the target audience size, the better your ad will perform later.

So, how to narrow down this audience size?

Let’s look at top 10 of most popular tennis players. The trick in here is not to choose to target in the fans of the 3 players from the top, but it’s recommended to target in the 3 players from the bottom of this “top 10” list. Why? Because there are chances that those people who are fans of the top 3 players, are just following a trend. However, those who are fans of 3 players from the bottom list, they probably have better insights in tennis. Because, it is assumed that they don’t focus on those who are only on top. As a result, you will have better chance in targeting the right audience you need, but still be able to narrow down your audience size.

Localize your target audience and ad campaign

If your target audience includes different information, it is highly recommended that you need to divide them to different ad group. For example, they are located in different places. Take a look at this Printful ad for California location. You can see that from the image that they use, to the title of their link, all include California. Resulting in this localizing ad, merchants who are lived in this area will tend to feel more assured to use their products.

facebook ads example
Source: Printful

Lookalike audience

You can also consider to create a group of audience for similar people to those who has clicked on “Add to Cart” button on your webstore. This is called Lookalike audience.

To be able to run have this audience group, you will need to use Facebook pixel to track your store site. And, in case that you want to target in new customers, remember to set a condition to remove people who have visited your store from the audience list.

Find the best performed Facebook ads campaign

No matter how much you adopt the theories, always remember to test, measure and analyze all your ad campaigns. Because at the end, you need to find out which way, or which content, is the best fit for your products and store.

Once you’re running a test campaign, you need to affirm that:

  • Your target audience is the exact audience group that you aim to
  • Your target audience needs to have the buying power and needs

Running a test campaign can also give you more insights on your store and products, to see if your store or products are fascinated enough to attract visitors.

Low budget testing

You can test your ad performance with a low budget of $1/day. By setting your test budget low, you can measure the performance of the ad campaign, and decide later if the campaign is suitable for your products. Remember to set a tracking time range to decide whether you should turn off ad campaign after tracking time ends.

Using Post Page Engagement (PPE)

Another trick that you can use for a test campaign, is setting up objective for the campaign as Post Page Engagement (PPE). By choosing this objective for your ad, Facebook will only display your ad to visitors who are most potential to click on the ad, also the cost for this objective is lower than other type of ad objectives.

Source: Facebook Ads

Ad campaign measurements

You can measure your test campaign following these 3 criterion:

  • Cost per engagement (CPE): Should be approximate to $0.05/engagement
  • Clickthrough Rate (CTR): Should equal or more than 20%
  • Number of clicks to your link

If your test campaign can achieve 2 out of 3 criterion, then congratulations because you already have a winning ad campaign.

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Conversion ad campaign

A conversion ad campaign is an ad objective that you can set up, by choosing the “Conversion” goal while setting up your Facebook ad.

It means that you’re asking Facebook to display your advertisement to people who have intention to make purchase online. This type of Facebook ad will cost you higher than the PPE objective type.

Source: Facebook Ads

With conversion campaign, you can set up the audience and content similar to the previous test PPE campaign. But if you want to use video content instead of just images, that’s also possible for conversion ad campaign. You can set up conversion activity as "Add to cart", "Check out", or "Purchase" as main target. This allows you to track and to raise the possibility of targeting right audience.

The most important factor of a conversion ad campaign is how much an unit sale of conversion will be costed. It means that you need to calculate how much will you need to spend in order to convert one user to add to cart / check out / purchase product on your store. This cost is called Cost per conversion within Facebook Ads. However, if you target your conversion as purchase, the cost is named Cost per sale (CPS). Normally, CPS depends on the rate that a merchant can afford. But experienced merchants recommend that CPS should be in between of $10 and $15.

How to test a conversion ad campaign?

I would suggest that you will spend on this conversion campaign with a daily budget range from $5 to $7 per day. After one day of campaign going live, you can start measuring the performance of your ad. Now, the ultimate goal that you need to reduce the cost per click (CPC) to lower than $2/click. Now, if CPC is higher than this rate, turn off your ad. After disabling ad, you can re-analyze why your ad is highly costed, then re-adjust ad for optimizing. Nonetheless, if CPC is lower than this rate, then it’s a good sign that you’re having a well-performed advertisement.

Once your ad is assessed as well-performed, you can raise budget for this ad. But don’t raise an extreme high budget all of sudden, it is recommended that you can increase budget up to 30% of the current budget which your ad is having.

Be cautious with Facebook ads policy and changes

One more thing before this article closes, you need to keep up to date with all Facebook new regulation or policy to prevent Facebook from disabling your ad account. To get help and detailed instruction for Facebook ads, I would suggest you to visit Facebook Business Help Centre to look up for information.

Now, that’s all for a starter pack to help you get going with Facebook advertising. Print-on-demand is a potential growing market, and along with this growth, you need to get help from these kind of tools. So, don’t miss a thing about latest updates and news with us, join our Global Community to receive more up-to-date information!

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