Connect With Mobile Shoppers on Facebook

By November 16, 2015Facebook

Learn How Ecommerce Marketers Are Reaching Mobile Customers On Facebook

Unless you’ve been living in a cave somewhere, you know that folks are flocking to mobile in droves. In fact, as Facebook puts it, it’s the fastest adoption of a communication technology in history, and while people have adapted well to mobile’s nuances, businesses have some ground to cover to catch up.

It can be challenging to reach mobile customers and drive sales – the majority of time spent on mobile devices is concentrated in apps (and primarily in social media apps like Facebook, Instagram, and Twitter). Mobile users who attempt to shop via their phones and tablets are often left with difficult-to-navigate sites, slow load times, and complicated processes leading up to the checkout.

Clearly that’s not ideal for either the consumer or the marketer.

But it’s not like customers are averse to connecting with brands and products on mobile devices – folks come to Facebook, for example, not just to connect with friends but also to stay in touch with products and brands (which they discover in their News Feed, on Pages, and via Groups).

In other words, there are opportunities for marketers to reach mobile customers on Facebook who are, in fact, open to the idea of connecting with a brand or product. Here are some tips on how to use the social media giant (as well as Instagram) to your advantage.

Make The Most Of Product Ads In News Feeds

Just about a year ago, Facebook introduced Carousel Ads, which allows marketers to showcase several product images and links within one ad. Since then, they’ve also added this feature to Instagram ads and have allowed video to be used for this format.

In preliminary results, these carousel links drive 30–50% lower cost-per-conversion rates.

Then there’s Dynamic Product Ads. Dynamic product ads are ideal for marketers who have several products to feature. With these ads, you can upload your product catalog. Facebook will then automatically deliver the most relevant products to people in their news feeds (in fact, they can even use the carousel format to showcase multiple products, thus allowing customers to browse and discover on mobile with ease and fluidity).

Minimize Customer Drop-Off With Canvas, Buy And Shop

Facebook has quietly rolled out a new ad experience called Canvas, which is currently being tested with a limited number of businesses. This new ad experience is designed to keep customers shopping without being distracted by slow-loading, complicated external websites.

This is how Canvas works: when users click on an ad in Facebook, they won’t be sent to an outside website. Instead, they’ll be taken to a fast-loading, full-screen experience where they’ll have the opportunity to browse through products. This will further engage the buyer before forcing them to an external website.

In addition to Canvas (which isn’t fully available to all businesses), marketers can also use the new “Buy” call-to-action button, which Facebook has been testing on ads. This allows mobile and desktop users to click the “Buy” button, found in a News Feed ad, and purchase a product directly from the retailer without ever having to leave Facebook.

Facebook also recently announced a new Shop section (which marketers can choose to have link to their own retail websites, or they can test ways for people to buy on their Pages).

Watch Out For Many More Exciting Changes In Facebook For Marketers

Facebook is on a mission to increase the amount of time people spend within that app, including when it comes to shopping. That’s really exciting for marketers, as Facebook works hard to improve the mobile experience – from research to conversion. Stay on top of all of these changes – and make the most out of your Facebook presence – by working with OperationROI. We have a dedicated team of Facebook specialists prepared to help you leverage the social media giant for maximum exposure and return on investment. Contact us today – at 1-888-277-5420, or by filling out our contact form – to learn more.

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