Why create Facebook ads through Mailchimp?
Learning how to advertise on Facebook might seem daunting, but marketing on Facebook is easy with Mailchimp. Facebook ad campaigns in Mailchimp provide an easy way to run your Facebook ad, sell your products, and grow your audience. In just a few clicks, you can create beautiful ads that target current customers or help you reach new ones, all through a simplified ad buying interface that removes the guesswork without sacrificing the flexibility or power of Facebook’s ads manager, allowing you to choose from the different ad types as well as available ad formats, while complying with Facebook's ad specs.
After creating your ad, Mailchimp will close the loop for you, providing easy-to-read reports that help you analyze the performance of your ad, so you can view engagement and spending over time. And, if you’ve connected your store, Mailchimp will track your ad’s revenue, products sold, and customers acquired, too. Since you never have to leave Mailchimp to create an ad or track performance, it’s easy to develop integrated marketing campaigns and see how each channel is contributing to your success.
Facebook ad campaigns are available to all Mailchimp users without any additional markup or fees. So, no matter what type of Mailchimp plan you have, you can start advertising your products or services with as little as $5 a day.
Determine your audience
Choosing the right audience and keeping your content relevant is the key to running a successful Facebook ad. If you’re selling women’s clothing, for example, don’t target men and women who are between the ages of 18-65 and live in the United States. Selecting such a broad audience typically leads to lower click-through rates, and Facebook can even cancel your ad if it has unusually low engagement or negative feedback.
The easiest way to zero in on the right audience is to use your contact list to build an audience of Facebook users who are similar to your customers and subscribers. Mailchimp gives you the power to find value in all sections of your contact list audience insights, even people who have unsubscribed. Now, you can leverage your subscriber activity and e-commerce data to create powerful segments that help you show relevant ads to the right people.
People on your list
By targeting your existing Mailchimp subscribers on Facebook, you can reconnect with customers who are already engaged with your business. With the help of Mailchimp’s segmentation tools, you can leverage what you already know about your contacts to create relevant ads that increase conversions and improve customer retention. You might decide, for example, to target people based on their purchase history from your store or their engagement with your previous campaigns, based on your campaign objectives. Here are a few audience targeting ideas to help you get started with Facebook.
If your goal is to increase conversions, consider targeting:
- Potential customers. Create a segment of subscribers who have engaged with your email but haven’t made a purchase yet. Encourage them to visit your store by advertising free shipping on their first order or highlighting your best-selling items.
If your goal is to retain and engage your existing customers, consider targeting:
- Recent customers. Create a segment of people who have recently purchased a specific product from your store and target them with an ad promoting similar items that they might also enjoy.
- Repeat customers. Create a segment of customers who have placed multiple orders from your store, then show your appreciation by sharing a special discount or giving them early access to sales and limited edition items.
- Lapsed customers. Your Facebook ad campaign can be a great re-engagement tool, too. Create a segment of customers who haven’t made a purchase in the past 6 months, and target them with an ad that showcases your latest arrivals.
- Former subscribers and non-subscribers. In the Ad Builder, select a segment of people who have unsubscribed from your list or folks who have never subscribed at all. An ad featuring a special incentive might help convince the non-subscribers to sign up or help win back people who have unsubscribed.
It’s important to note that for each of these targeted segments, you’ll need to have at least 20 people in your audience. And, if your audience has fewer than 200 contacts, you may want to consider extending your ad’s duration to 2 weeks or more. A shorter time frame might cause the ad to be shown too frequently, which can lead to negative feedback from Facebook users.
People with similar interests
Facebook has a wealth of data about its users that can help marketers find the right audience. When you create an ad targeting people who are similar to the folks on your list, you have an opportunity to put that data to work for your business. Facebook will analyze the profiles of the contacts on your Mailchimp list, then create a lookalike audience based on shared interests, behaviors, and demographics. From there, you can narrow down your audience by location, gender, age range, or interest keywords. It’s a great way to introduce yourself to new people, create awareness around your brand, and grow your list.
Here are a few suggestions to help you start with Facebook advertising.
- People similar to your best customers. Once you connect your store, use a segment based on the purchase activity of your customers. For example, you might choose to use a segment of customers whose total amount spent is more than $100, or a segment of customers whose total number of orders is greater than 2.
- People similar to your most engaged subscribers. Use a segment based on the member rating of your subscribers. In this instance, to create an ad audience similar to folks who are engaged with your email, you could use a segment of subscribers who have a member rating greater than 4 stars.
People with interests you define
There are other cases, however, where you might opt to harness the power of Facebook’s data by creating an ad that targets users based on unique criteria you define. You can narrow down your ad audience by location, gender, age range, or interest keywords.
This Facebook target option provides businesses of all sizes with the tools they need to build brand awareness and grow their audiences. If you’re a new marketer or a business with a small contact list, this tool can help you find potential customers. Here are a few things to consider as you narrow down your audience:
- Where else does your ideal customer shop? You can use those other brands as interest keywords to help define your target audience.
- Do you typically sell more stuff to women? Or, do you find that men are more likely to purchase your products? Target based on gender to increase the relevance of your ad.
- How old is your target audience? Are most of your customers twentysomethings, or are they more likely to be grandparents? Plug in an age range to make sure you’re reaching the right people.
Invite folks to join your list, tell them about your products, or encourage them to visit your website. Then, as your audience—and your business—grows, you can use our email and ad campaign tools to nurture your relationship with your new audience.