While the audience on Facebook is evolving, so is the algorithm that gets your ads in front of the right audience. So here’s the big question: as an ecommerce manager, what do you need to know to successfully harness the power of Facebook ads in 2023 and beyond?
Host Francois Marchand is joined by Stacy Zeal—Chief Marketing Officer at Umba Daima—to talk about how your ecommerce brand can use Facebook its advantage and how to make the most of advertising on one of the world’s biggest social media platforms.
Interview Highlights
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Harnessing the Power of Facebook Ads [1:22]
- One of the key aspects discussed in the episode is the importance of understanding Facebook’s ad algorithms.
- The algorithms are constantly changing and evolving, making it crucial for ecommerce managers to stay updated.
- By understanding these algorithms, businesses can optimize their ad campaigns, reaching their target audience more effectively and efficiently.
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Effective Ad Formats for Ecommerce Brands [6:18]
- Stacy also highlighted the significance of crafting customer-specific content. This involves tailoring the ad content to resonate with your target audience, making it more relatable and appealing to them.
- One effective strategy for this is to leverage the influence of influencers. Influencers have a substantial following and their endorsement can significantly boost the visibility and credibility of your brand.
You can plan the best campaign, follow all the best practices, and it could still fail. So really, the name of the game is putting content out there, receiving signals, and letting the data guide your actions.
Stacy Zeal
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Maximizing Facebook Ad Effectiveness, Preventing Fatigue [16:30]
- The episode also delves into the phenomenon of ad fatigue. This refers to the decrease in ad effectiveness over time as users become overexposed to the same ad.
- To combat this, Stacy suggests constantly updating and experimenting with your ad content. This could involve trying out different ad formats, such as video ads, carousel ads, or collection ads, to see which resonates best with your audience.
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Optimizing Ad Campaigns and Future Trends [20:43]
- Stacy emphasized the importance of staying abreast of future trends and the impact of AI on ecommerce advertising.
- She pointed out that AI is increasingly being used to personalize ad experiences, making it essential for businesses to understand how to effectively use AI while maintaining a personalized connection with their customers.
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AI’s Impact on Ecommerce Advertising [29:01]
- Stacy underscored the importance of testing new platforms and creating ad experiences that align with your ads.
- By constantly experimenting and refining your ad campaigns, you can discover what works best for your business and stay ahead of the competition.
Rather than trying to beat the algorithm or the system, focus on figuring out how to establish a strong connection with your customers through your messaging.
Stacy Zeal
Meet Our Guest
Stacy ZealFacebook Ads Expert
She’s had the incredible opportunity to lead paid social efforts for big names like Zappos, UGG, Steve Madden, Adidas, Crocs, and many more generating over $150 Million in sales across channels like Facebook, Instagram, TikTok, Pinterest, and more.
When approaching advertising, it’s not just about getting one customer and being done; it’s not a transaction for transaction. It’s about building our subscriber base of loyal customers and creating brand awareness for those looking to join our community.
Stacy Zeal
Resources from this episode:
- Subscribe to the newsletter to get our latest articles and podcasts
- Connect with Stacy Zeal on LinkedIn
- Check out Stacy’s website
Related articles and podcasts:
- Introducing The Ecomm Manager Podcast
- Ecommerce Analytics: How To Use Data To Understand Customer Behavior And Boost Your Sales
- 9 Best Ecommerce Marketing Strategies & Best Practices
- What Are The Stages In The Conversion Funnel? (Examples & Guide)
