Facebook and Instagram Ads tutorial: How to Optimize your Campaigns

Perfect your e-commerce campaigns and strategies with these practical tips from Mai Molina

Making a business visible and making a product catalog reach the right person to stimulate a sale requires intelligent and well-focused strategies. And, although it is not something out of this world, it is true that the guidance of specialists who have learned to control the advertising tools of digital platforms always comes in handy, to make them an ally tool in your commercial objectives.

Mai Molina (@mmolin51), a digital marketing specialist who has managed advertising investments for large companies such as Inditex or Mango, gives you practical advice to optimize your campaigns on Facebook and Instagram Ads that, without a doubt, will help increase the sales of your products . Discover them in the video below!

1. Remarketing strategies

Almost 80% of traffic to sales pages is from mobile phones, which explains why people often add products to their cart and do not complete the purchase until later, when they are at home or at the end of their day. Therefore, it is important to be present, remind them of your interest in buying and close the sale before a competitor steals their attention.

To do this, Mai recommends creating campaigns with the objective of "Catalog Sales", and paying attention to the audience: first, avoid including in the ad people who have already bought the products you are promoting from you, and second, make sure to select the people who have viewed the products and those who have added them to their shopping cart.

2. Dynamic ads and frequency

Taking care of the frequency of your campaigns is essential for them to have the expected performance. Having a very high frequency means that you are showing an ad several times to the same person, and this can be extremely annoying and discourage the purchase. To prevent this from happening, Mai recommends that you schedule your campaigns by selecting the "Dynamic format and content" option, so that varied ads are displayed all the time.

3. Segmentación por región o ciudad

Otro de los consejos que Mai da en este tutorial, es que te asegures siempre de segmentar correctamente tus campañas, usando lógicas simples que respondan a la pregunta "¿quién quiero que compre este producto?". La clave está en tener claro en dónde se encuentra esa gente, y que cada una de tus campañas esté dirigida hacia esos lugares en específico. Asimismo, es importante que consideres crear anuncios diferenciados para Facebook e Instagram, pues cada plataforma ofrece características distintas de composición que te ayudarán a personalizar tus anuncios.

4. Cross Selling

These strategies are useful for positioning complementary products to a specific audience. An example of this would be to create a campaign to sell cycling clothing, selecting as an audience all the people who have bought a bicycle from you in recent days. You can make this configuration in the Audiences section.

5. Facebook and Google Ads

Maybe you didn't know it, but it is possible to upload your Facebook catalog to Google Ads, so you can make joint strategies to optimize your campaigns and sales. To do this, you just have to create a campaign in Google Ads segmenting as an audience the people who first met you on Facebook.

If these tips have been useful to you and you want to learn how to create strategic online advertising to make your business visible, don't miss the course Campaigns for e-commerce: Google Shopping and Facebook Ads, by Mai Molina.

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