Facebook Sales Optimization Guide

A Guide To Facebook Store Sales Optimization in 2021

One certain advancement that the internet made possible is the various opportunities it has opened for all kinds of people and business models. With the onset of the COVID-19 pandemic and its devastating effects on people and businesses, the internet offers possibilities of earning even without getting employed by a specific company. And this is made possible through Facebook store sales optimization.  

Recently, Facebook has allowed its users to manage and advertise their business on the platform. The social media giant is continuously innovating and has created a store sales optimization feature to improve ad campaigns and drive in-store sales. 

Facebook is one of the most widely-used social networking platforms available today. Although the platform was primarily developed for remote communication, people have seen how they could use it to advertise and grow their business and increase their ROI. Thankfully, the platform developers are in full support of this development—hence, the birth of the Facebook Business Suite.

In this article, we’re going to learn how Facebook store sales optimization works and how it can benefit your business.

What Does Store Sales Optimization Mean?

Facebook sales optimization
Websites aren’t the only ones optimized. Optimization practices must also be applied to Facebook to drive more sales and traffic.

Store Sales Optimization, abbreviated as SSO, is a conversion event that enables retailers and sellers to drive in-store sales through optimized Facebook ad campaigns. There will be a new ‘offline’ option in the conversion setup where the desired conversion is specified. 

Through choosing an offline conversion event, Facebook would show your ad to users who are or would be interested in your product. It will also target audiences who are most likely to acquire the products in a brick-and-mortar store, almost similar to the Store Traffic Objective Facebook ad campaigns. 

For this to be accomplished, Facebook will use the advertiser’s integrated in-store data. This is in addition to the broad online and offline data resources to zero in on potential in-store purchasers. The platform’s algorithm would then continue to learn and analyze to adequately predict user behavior and enhance results. 

How Do I Optimize My Shop on Facebook?

You can find plenty of websites sharing insights on how to optimize Facebook shops. However, we’ll be giving you simple and easy-to-follow tips on optimizing your Facebook shop. 

Formulate the Right Brand Name

With regards to correct optimization, formulating the right name for your Facebook business page is crucial. Once you’ve chosen or formulated it already, you have to keep it permanently. It helps to always remember that for Google, the first word of your Facebook page name is the most significant element.

Stuffing your page with generic keywords wouldn’t be helpful. Ramming your Facebook page with generic keywords might make it look like spamming and would discourage people from engaging and sharing updates. Hence, you must formulate a name that precisely represents your brand and showcases its personality. 

Complete Your Page Details

The details of your business page must show your complete and updated details to give your followers an easy and hassle-free experience. First, add a profile picture of at least 180 x 180 pixels. Then, make it readable when viewed at 40 x 40 pixels so it will look good on the newsfeed. 

Next, add a cover photo and enable a username or custom URL for your page. A customized URL and username help people locate and remember your page. Then, fill out the “description” field and show the core of your brand in a nutshell. 

If you own a business website, it would be a great marketing move to place a link to your website on your Facebook page. You may also include other social media accounts and vice versa for easy navigation. Lastly, place your business story and history on the page to be more personal with your followers—and don’t forget your professional awards (if any). The goal is to drive more traffic through Facebook store visits optimization.

Select the Page’s CTA

Your page’s call-to-action can be found just below your cover photo. Choosing the right CTA for your page would make your followers’ shopping experience a lot easier. You must select the CTA that’s most relevant to your business. 

The four main sections are book services, learn more, get in touch, and make a purchase or donation. You can also customize your CTA—just make sure that it’s relevant. For every call-to-action, you have to add the most appropriate landing page where the user would act. 

CTA is important to increase your Facebook followers and maintain a good engagement rate. Check this Spitche review to collect insightful data about your Facebook and other social media audiences. 

Add Page Tabs

Setting up Facebook business page
Setting up your Facebook business page professionally is a core aspect of boosting your online sales.

Tabs are sections of your page’s content that appear right below its name. Adding page tabs to your page is one way of promoting your products and services.

The standard tabs are Posts, Home, Videos, and Groups. Aside from the standard tabs, you may add more tabs that better suit your business and what it’s all about. For your reference, you may add the following buttons: 

  • Offers—to highlight your current offers.
  • Shops—to list products that you want to feature.
  • Services—to highlight your services.

Enable Reviews

Reviews play a big role in catching new consumers and keeping the old ones. Almost all potential customers consult online reviews and ratings (be it the brand as a whole or the products individually) before purchasing. Without reviews, it would be difficult to believe the authenticity and quality of your brand and products.  

And what other platform is best for reviews other than Facebook? The social site is most suited to promulgating customers’ reviews. To enable reviews, visit your settings, then look for ‘review.‘ 

Post Updates and be Engaging

Apart from updating your page and engaging with the audience, no other optimization tactics could save your Facebook page. Therefore, don’t forget to provide your followers with updates and be engaging at all times. 

Here are a few hacks to help you get started: 

  • Pose questions to stir up discussions among you and your followers, and your followers with each other.
  • Stream live videos from important virtual events.
  • Upload images that are relevant to you and your business.
  • Post curated content.
  • Upload short but well-annotated videos.

Optimize the Ad Placement

Ad placement has an enormous impact on marketing costs when advertising on Facebook. According to Facebook ad statistics, the CPC may vary over 550% depending on several ad placements. 

To uncover your best-performing ad placements, log in to your Facebook Ads Manager, then click the Breakdown menu to have your campaigns broken down by placement. After discovering which ad placements perform best, optimize your campaigns accordingly. 

A/B Test Your Ideas

One primary function of Facebook ad optimization is discovering what works. And a good way to discover your best-performing ads is through running a quick Facebook A/B Test. 

However, not everything should be A/B tested. When looking for ideas for Facebook A/B testing, think about the ad element that could have the highest impact on the CTR and conversion rate.

How do I Optimize My Facebook Sales Ad?

Facebook ads
When you advertise on Facebook, make sure you have clear objectives–website traffic, engagement, or conversions.

Before optimizing your campaign, make sure that you’ve set up your Facebook Store Sales Optimization already. To do so, follow these three simple steps:

  • Create offline event sets. 
  • Assign ad accounts to the sets. 
  • Upload offline event data at least once a week. 

After setting up your Facebook Store Sales Optimization, you may proceed to optimize your sales ad campaign. Here are some steps to follow:

  • Design a campaign in the Ads Manager. To do so, click on the green Create+ option. 
  • For your marketing objective, pick Conversions or Store Traffic.
  • Choose Store Sales as the in-store outcome that you prefer to optimize your offline event set for. 
  • Proceed to create a new audience or just utilize a saved audience. Both Lookalike and Custom Audiences.
  • Choose your Ad Placement
  • Set your budget and ad schedules. Offline conversions should be selected for Optimization for ad delivery
  • Choose the Facebook page that you’d love to associate with your brand. 
  • Choose several ad formats from the Format section. You can choose from the carousel, single video, single image, slideshow, or collection formats. Then, go to the Media section to choose a media, and enter the text for your ad. 
  • Don’t forget to verify your offline event set. 
  • Confirm to place your order, then you’re ready to go. 

Once you’ve done the steps above, you might ask “how long do Facebook ads take to optimize?” Typically, it takes the platform 24 hours to adjust your ad’s performance after every edit. Every time a substantial change is performed on your campaigns, you must wait for at least 24-48 hours before drawing your conclusions. 

Check this Socialfluence review to manage your social media campaigns. 

Are Facebook Ads Good Sales?

No matter how much we’re convinced of Facebook’s power over business and social ventures, it’s reasonable to ask whether Facebook Ads produce good sales. And the answer? Heck yes! Facebook advertising performs incredibly well and drives good sales. 

Facebook is a social media platform with a global audience of roughly 1.5 billion. With that number, no other platform comes close to its penetration and its user base is growing nonstop. Imagine the number of people who could see your ad on Facebook! Additionally, Facebook continues to align itself with the ever-changing media consumption habits. This means that its demise is nowhere near yet, so users would continue to patronize the platform.

How Do Facebook Ads Work?

Facebook sales optimization guide
You know your Facebook ads are working well when you get visitors, engagements, and purchases.

There are now several varieties to a Facebook ad, and every advertisement is targeted at users based on their profile information, location, and demographic. A lot of these ad choices are available on Facebook only. Furthermore, you may optimize your ad based on your chosen campaign, e.g., Facebook catalog sales optimization or Facebook store sales optimization. 

After creating your ad, you may set a budget and bid for every thousand impressions or clicks that your ad would receive. Facebook users would then see your advertisement on the sidebar or in their newsfeed. 

Who is Best to Advertise on Facebook?

If you’ve heard of businesses that failed in Facebook advertising, it’s because they’re not suitable for the platform. Hence, you must always test novel marketing channels and consider whether your business model is a perfect fit for Facebook. To help you out, here are a few business models that are most likely to succeed in Facebook advertising:

Business with Low-friction Conversions

Most businesses that succeed in Facebook ads don’t ask users to buy—they ask users to sign up or lead them to a website where they’ll have more time to think. Users are fickle and are most likely to back down when asked for a huge commitment, i.e., purchase upfront.

Business with a Long Sales cycle or Small Purchases

You would eventually earn money from the users if your ads are profitable, regardless if you’d only be initially asking for an email address. Contrary to popular belief, the best business model that’s suitable for Facebook ads earns revenue from their users gradually. 

True, a user might have given you their email address, but you’ll have to work on building more trust before they’d finally purchase your product. Plenty of small purchases are more ideal than depending on one big purchase. 

Grow with Facebook ad optimization

Facebook Engagement
As shown in the data above, Facebook engagement for influencers is quite high. If you can’t get more conversions through direct retailing, you may collaborate with influencers. | Source: Digital Marketing Community

Facebook might not be the best platform for all business models, but it has been tested and proven to give the best results and drive mad traffic. Hence, if you see a drop in your in-store sales or merely want to see the sales soar, opting to advertise on Facebook and have your ads optimized would go a long way. Just always make sure that you’re doing it the right way! 

To maximize your sales and marketing on Facebook, read our post—”Facebook Shops for Business: Setting Up Your Online Store.”