Facebook is currently the largest social networking site in the world with over 2.27 billion active users each month. It is quite easy for us to make the claim that if you find a way to grow your product visibility in Facebook, you will get more sales on Lazada.
In addition to their large amount of Facebook users, Facebook’s ad technology is quite sophisticated. Facebook’s advertising allows you to show ads to audiences that are most likely to buy your products and be long-term customers.
You can make ads similar to people that have previously bought your products on Lazada with lookalike audiences.
1. Optimize Your Product Listings.
First off, you shouldn’t spend money on facebook ads unless your product listings are optimized. Split Dragon offers a number of tools to help you with this but I’d strongly suggest you to do the following before you start spending money:
- You have your products with a good product quality score.
- You have your products optimized with good Lazada SEO best practices
- You have your Lazada product detail page images optimized.
- You have done basic SEO optimization for the Lazada product detail page.
- You have cleaned up your Lazada Buyer Q&As to look professional to prospective customers.
- You have cleaned up your Lazada product reviews to look compelling to prospective customers.
2. Create your landing page.
The most common error I see is sellers making Facebook Ads and driving traffic straight to their Lazada product listing. This is a problem because:
- You’re not using your facebook pixel ID (to track conversions, build audiences).
- You’re not doing anything to collect email addresses that will allow you to run future promotions, ask for reviews, etc.
A landing page for your Lazada facebook ads allows you to collect emails, place the facebook pixel, and distribute coupon codes.
3. Setup a Chatbot.
If you don’t have a landing page and don’t want to take the time to create one, you can create a Facebook Ad that opens Facebook messager and sends a coupon. Our favorite tool for this is Jumper AI.
Conversational sequences can be extremely useful in collecting emails as the replies that your bot gives to the consumer can be based on their communication to you.
Additionally, with a chatbot – you can ask reviews and directly ask if the consumer has purchased your product.
4. Be careful with 3rd party Lazada tools
I’ve come to learn of at least one tool that I won’t name here (but please message me directly if you’d like to know) that offers free landing page creation for Lazada sellers and then uses that data to remarket their own products to. They also aggregate the seller data and sell it to Chinese sellers so they know sales volumes and the Chinese sellers know which products to source and sell on Lazada (effectively stealing your listing). They price their tool for free in order to acquire this data. Be careful and skeptical of any tool that is free as they are probably doing something with your data to make profits behind the scenes.
5. A/B Test Your Facebook Ads
If you’ve been a Split Dragon user for a while, you know that we LOVE A/B testing. It’s the only way to introduce the scientific process into ecommerce business. Similar to our A/B testing feature for your Lazada product listings (see our Lazada AB testing guide here), you should always be A/B testing your Facebook Ads to identify which is performing the best.
Don’t just guess, follow the data and learn from what Facebook is telling you.
To A/B test your Facebook ads well, you need to structure your campaigns well though. This means audiences, offers, and ad messaging variations.
When you AB test, you should make sure that you only change one variable per test (either the audience, offer, or messaging). Make the variable be at campaign level and ensure each campaign has different objectives.
For testing targeting audiences, you want one campaign with two ad sets, each with a different audience, but with identical copies of ads (creative & copy).
6. Create Compelling Ads
There are many messages that you can communicate in a facebook ad but I always suggest to keep it simple, direct, and on-point with your brand messaging.
The most common advertising method that brands use is a high-discount promotion – for instance 50% off for the next few days.
Some best practices direct from Facebook are below:
Use vertical videos: Use a vertical or square aspect ratio. This is because most people hold their phones vertically, so you’ll cover more of their screen.
Avoid text on images: If you can, use the text/headline/link description fields instead. If you must use text on your image, try a smaller font and fewer words to lower the proportion of text to image. Our text overlay tool rel=”nofollow” will help you get your ad approved. Learn more about text on images.
Shorten text: People on Facebook and Instagram Feeds scan quickly. In fact, they spend on average 1.7 seconds with a piece of content on a phone compared to 2.5 seconds on a computer. Keep your text short, clear and to the point to ensure your message gets across.
Add multiple images using the carousel format: Carousel allows you to show more images for people to scroll through at the same cost. It’s a great opportunity if you have lots of product or brand images. Get Carousel tips.
Add movement: Ads with movement stand out in News Feed. When you boost a post, you can use free video effects tools that automatically animate your ad. You can then edit the colors, images and fonts quickly if you choose to. You could also try these free apps:
Use call to actions: A range of call to action buttons are available for Facebook or Instagram ads. These buttons draw people’s attention and encourage them to click on and engage with your ad. Based on what you want people to do when they see your ad, experiment with the call to action buttons available with different ad objectives and formats to see which get your audiences to take action. Get Call to Action button tips.
The options that are available for sellers to market their products in Lazada are very limited. To overcome this, serious Lazada sellers should setup their facebook strategy. I hope that the tips that I provided in this article will help you get started. In the coming weeks, I will write a more detailed article that shows the different strategies you can adopt from within the facebook.