Author: Max Hobson
How Facebook Ads can Boost Your Bike Shop Sales
Creating a Facebook ad campaign to boost your online sales can seem daunting at first but read on to find tips and tricks to create and target your ads to people who want what you have to sell.
The number one piece of advice – you need to focus your ad spend on an audience that is actually interested in the cycling industry and the products you’re selling. Fortunately for you, this particular process (targeting your ads) is not too complicated.
Here’s how to do it.
Create your ad
The ad you create needs to offer something for free, be it information, a small product or a service and be specific!
Here are some suggestions:
- 30 min bike washing deep clean!
- 5 tips to find the right helmet!
- How to support your LBS (local bike shop)!
These need to be relevant to the cycling industry, and specific to your business.
Targeting your audience
This means directing your ads towards certain types of people who are interested in what you are selling or promoting. Facebook allows you to set parameters that can target your advertisements in a number of ways. For example, you could create an ad aimed towards mad keen cyclists just by adding ‘cycling’ as an interest in your ad. You can then fine tune that further by choosing known cycling geographical areas (more about that further down!).
To create a Facebook audience, you need a good understanding of the types of cyclists you are targeting (young elite athletes, recreational riders, masters riders, newbies) and why you are targeting them (what are you selling, or is it an event you are advertising?). Then define your audience using various categories.
Find the sweet spot
Facebook ads shouldn’t be too specific or too broad. This is because the cycling industry is quite diverse across the country (racing, commuting and recreational depending on age and location) and initially you will want to cast your net wider.
Facebook has over 2 billion users and using a very ‘broad’ method on a $20.00 daily budget will not work. This is because not all those people would buy a cycling product. So targeting your audience is an absolute must and Facebook’s range of targeting options help you do this.
Now let’s select age and location. Before checking your current sales demographics, remember that this first advertisement is being targeted to a slightly broader audience (but not too broad), this can open your business up to new clients.
Depending on your product or service, choose specific cities or regions that reflect your current sales demographics but also expand into new regions (ie go a bit broader). For the cycling industry, I’d try:
Age demographics aren’t that important for our broader audience approach. Most users who shop online from the facebook platform are between the age bracket of 18-44 years old. More specifically the 25-34 year old age group is the largest demographic.
Adding in interests that relate to cycling demographics will also be beneficial.
Trust the process!
After creating the ad and selecting your target audience, sit back and monitor the Facebook traffic. Your initial ad won’t generate leads or conversions, it’s purpose is to give facebook the data it needs to use later in the next ad you create. Facebook has the smarts to make sure your subsequent ad retargets the people who showed interest in your initial ad using smart advertising algorithm.
Where to next?
After you’ve completed a few of these broad approach and low cost campaigns, you will gain exposure and start to fill your funnel. From here, creating new and more specific audiences will steer them towards purchasing your products/ services, while also giving you more information about their needs and wants.
If you are interested in knowing more about anything in this article, contact me today for a chat.