How to Effectively Sell Physical Products Thanks to Facebook Ads

Creating a high converting Facebook campaign and an effective Facebook marketing strategy is key especially when selling physical products because the profit margins of physical products are usually lower than those of digital products.
There are many elements of a Facebook campaign and Facebook marketing strategy for physical products you need to pay attention to.

First, you need to use attention-grabbing visuals. Colourful images that stand out in people’s newsfeeds, well-lit close ups of your products and pictures that display your products from different angles.
You also have to make sure that depending on where your Facebook ads will be displayed, your images are the right size. For example, if your fb ads are going to be displayed in people’s Facebook newsfeed, then make sure your images are 1,200 x 628 pixels. If they are going to be displayed in people’s Instagram newsfeed, they should be 1,080 x 1,080 pixels.


The second important element to focus on with a Facebook campaign and Facebook marketing strategy is the copy of your Facebook ad.
Your Facebook ads copy should also include benefits. Make sure you always underline the benefits people will experience as a result of buying your product instead of underlining just the features. Features are descriptions of a product such as saying “a 100 page book”, whereas benefits are the positive outcomes people will experience thanks to your product.
The third important element to focus on when advertising physical products is your targeting. Since cold audiences usually don’t buy, and people don’t go on Facebook with the intent of buying, it’s much more effective to target warm audiences. Warm audiences are people who are already familiar with your business (such as email subscribers, and your Facebook page fans) or people who have already expressed an interest in your products such as website visitors.
In order to target warm audiences you will need to install the Facebook pixel on your web pages. To do so, access your Facebook advertising account, and click on the drop down menu on the top left hand corner, then select “pixels” and follow the prompts.
Once your Facebook pixel is installed, create a Facebook custom audience. To do so, login to your Facebook campaign ads manager dashboard, and then select “audiences” and “create custom audience”. You can create a custom audience based on your website visitors, or even based on your email list. This way you can display your Facebook ads for your physical products to people who are already familiar with your business, and therefore more likely to buy when they see your fb ads.

The fourth important element to focus on when advertising physical products is to advertise to lookalike audiences.
A lookalike audience is a Facebook audience that is similar to an existing audience. For example, you can create a lookalike audience based on your list of customers. By creating a lookalike audience you increase your chances of targeting people who are likely to purchase as a result of seeing your fb ads.
Before you can create a lookalike audience, you’ll have to have created audiences, either custom audiences or interest audiences in your Facebook advertising account. In terms of the size of your existing audience, from which you’ll create a lookalike audience, Facebook recommends to have an audience of 1,000 to 50,000 people. Any audience smaller than 1,000 people might not give Facebook enough data to create a quality lookalike audience.



The fifth important element to focus on when advertising your physical products on Facebook is leveraging the power of upsells. Upselling is the process of getting an existing customer purchase another product. In order to do so, you’ll need to set up some follow up email sequences inviting buyers who have just completed a purchase as a result of seeing your ad, to look at other products they might be interested in.
You’ll notice that when you do so, you can really increase your return on investment from your Facebook ads.

Lastly, when advertising your physical products, think of creating a product gallery. A product gallery is a folder that includes all your products, their price and description that allows Facebook to pick the best product to display based on the consumer’s interests and behaviour and allows you to create Facebook dynamic ads.

In order to create a product catalogue, simply go to your Facebook advertising account, and click on the drop down menu on the top left hand corner, and select “catalogue manager”. Then, click on “e-commerce” and click on “next”. You’ll then have two choices, to either upload your product information or to connect your e-commerce platform. Once you’ve created a product catalogue, you’ll then be able to create Facebook dynamic ads. Facebook Dynamic ads take items from your catalogue and show them to people who've already looked at or searched for them online so they’re more likely to purchase them as a result of seeing your ad.