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Reply To: I own and manage an independent gift and homewares retail store on Waiheke Island – islanddesign.co.nz – It was an existing business that I took over in 2017 and have since evolved to completely refresh the brand.  I had already added an ecommerce offer to our bricks and mortar store prior to COVID as part of a strategy to grow local trade and reduce the reliance on tourism – something that is more important than ever now!I’ve focused effort during the lockdown on updating and promoting our website through our social channels, as well as increasing the frequency of posts and varying the content (Facebook – @islandwaiheke / Insta – @islanddesignwaiheke).  However, I’m still struggling with conversion to sales. Facebook insights showed our recent ad reached more than 27,000 people, but got only 16 link clicks.  Despite using location, demographic and behaviour targeting, no one we know or canvassed could say that they saw the ad. How can I make our marketing more effective without increasing the investment? Is spend on Facebook worth the investment, or is there more I can do to improve organic reach? I’m doing everything myself at the moment and learning as I go with our social channels, but it can be somewhat overwhelming.  Without any income and the prospect of no tourism to Waiheke for the foreseeable future, I don’t have the money to spend on outsourcing this aspect of the business so any advice is greatly appreciated.  Thank you!

Hi there!

The way the FB ad system works is that you have to choose your marketing objective first and FB tries to achieve it – so the fact that you reached heaps of people and not many clicks means you probably chose reach or awareness as the objective instead of web clicks.
So to drive traffic create posts with a link and choose “I want to drive Traffic to my website” when it ask what your objective is.

In order to drive online sales with Facebook advertising, the best thing you can do is add the Facebook pixel yo your website. When the pixel is on you can choose ‘conversions” – which ois even bette than just clicks because Facebook starts looking for people who are likely to buy.

And also integrate your Woo-commerce catalogue with your Facebook Instagram so you can tag your products in your content.

Here are some links to the help section of how to do the above – give it a go!It’s not as hard as it seems – its just copying and pasting a number from your Facebook account into your Woocommerce.
https://www.facebook.com/business/help/900699293402826

Facebook has some great free online training on ads (and the free stuff) here too: https://www.facebook.com/business/learn

From an organic standpoint make sure you’re participating in the New Zealand Made Products group and your local Waiheke one too.