You did it. Your dropshipping store is up, you’ve filled it with great products you know sell easily, and you’re working with suppliers and systems you trust.
There’s only one problem… You have no idea how to get anyone to find you. You want to rank in search, and understandably so: Google search drives the majority of eCommerce traffic, and it’s a long-term, sustainable way to go.
However, SEO takes time. It can take several months to see results, and each day without traffic means you’re missing out on revenue from selling your dropshipped products.
Luckily, there’s a solution: a simple, profitable funnel that will drive super-targeted traffic by focusing on a simple action and goal—a purchase—as well as recapture revenue from potential buyers who haven’t made up their minds yet. With paid traffic, even if you only have a small budget, you will get your dropshipping sales off the ground.
This guide is made up of four easy-to-implement steps with all the resources you might need on the way. Let’s get started!
The beauty of Facebook ads is the ability to get incredibly precise and intentional with them. You can use their wide range of options for targeting and creative to attract specific, targeted traffic to equally specific and targeted landing pages.
We’ll dive into landing pages a little later in this guide, but for the moment, the most important thing to note is that you’ll be using individual products—as opposed to product categories or even your entire catalogue—to drive that targeted traffic to your store.
Why this, you ask? It’s because you’re now looking to get traffic fast in order to sell easily, and those that click on a product-specific ad are typically highly interested in the purchase.
Paid traffic plays a huge role in the very last moments before a purchase decision…
…so this is where you can focus your efforts to kick off your funnel and make the most from Facebook ads.
To start, head over to the Facebook Ads Manager and in the Campaigns tab, click Create. If you’re prompted to choose how you want to create ad campaigns, go for Select Guided Creation.
Next, you need to choose your campaign goal. Since we’re going for sales, select Conversions as your goal (notice how it’s at the very last column, similarly to the purchase journey image above), give your campaign a name, and click Continue.
The Ad Set section contains five stages (Conversion, Offer, Audience, Placements, Budget & Schedule) and we’ll focus on Conversion and Audience here.
At the top, give your ad set a name. Underneath this, you’ll see the Conversion section. In order for Facebook to understand what we mean by conversion—and to be able to track it—we need to select a conversion event and set up a pixel that makes it possible for Facebook to track it.
In this section, click Create Pixel and give it a name. Next, you’ll see an option to install the pixel code yourself or to do it in one of the assisted ways. You’ll most likely be using one of the integrations, like Shopify or WooCommerce, so be sure to follow the instructions for installing your pixel code by using one of these platforms.
When you’re done, you’ll also need to select a conversion event. Again, since we’re going for sales, select Purchase here.
Next, we’re focusing on the Audience section. First part of defining your audience is selecting locations, age, gender, and languages.
Let’s say you’re selling affordable women’s watches. Your targeting here might be 18-30 year old women who speak English and the location is Worldwide. You can get more specific with locations if, for example, you know some countries allow for lower-cost shipping.
The following step is to select demographics, interests, and behaviors based on the product you will advertise. For affordable women’s watches, here’s an example of several factors to include, like fashion accessories and women’s clothing, and a few to exclude, like luxury goods—since we’re selling affordable items.
Based on what you enter here, the numbers on the right-hand side will start changing. You’ll see the estimated daily reach and conversions, so you can play around with options and see how they affect these estimates.
The last step of ad set settings is selecting your budget and schedule at the bottom of this page. This is entirely up to you and it is another factor that will impact your daily reach and conversions, so you can enter a few different values and see what happens with the estimates.
You can start with as little as a few bucks.
Clicking Continue brings you to the final stage of setting up your ad.
First, you’re selecting the identity that will be represented in your ads—a Facebook Page or an Instagram account. If you don’t have a Facebook Page, you can easily create it from here by clicking the + sign.
Next step is choosing how you’d like your ad to look by selecting a format. The easiest ones to get started with are Carousel or Single Image formats.
The very last step is choosing the images and links that appear in your ads.
For your first ad, go for the Manually choose images, videos and links option to get a grasp of how the ad populates as you add specifics to it.
The alternative is using the Fill template dynamically from a product set, which will use your Facebook Page catalog to populate the carousel.
Finally, it’s time to add images or videos and links to your ad. In this example, I chose the Carousel ad, so I must add at least three sets of visuals and links.
Facebook is really good at guidance through this process, telling you the recommended image specs, headlines, and prompting you to enter URLs wherever necessary. These will lead to your landing pages, which we’ll talk about next.
When you complete all required fields, you can see how your ad looks on the right-hand side across all versions (mobile, desktop, Instagram and more), and you can click Confirm. Your Facebook ads are now ready to get you some highly targeted traffic!
The next crucial step in your funnel is a well thought-out landing page—your product page.
Here’s why it matters so much. Imagine you were walking down the street and saw a shop window with a beautiful spring-summer collection of clothes—exactly what you’re looking for. You walk in, only to find this shop actually sells women’s shoes, but no sign of clothes. You’d be pretty annoyed, right?
It’s the same with any paid advertising. Your ads are your shop’s display window, a peak into the specifics you sell. When your potential buyer clicks on the ad, it’s the job of your landing page to show them they’re in the right place.
The great news here is that you can take a page out of any large, highly successful online shop’s book and follow best practices. Here are the X elements you need in place to nudge your visitor towards a purchase.
Your visitors want to have zero doubts when it comes to the way your product looks and feels.
The downside of online shopping is the inability to touch the product, see it from multiple angles, or try it on. Unless you’ve actually ordered the product from your supplier, you will be limited as to the types of photos you can use.
The bare minimum is to have at least three photos of the product, making sure they are clear and zoomable, as well as that they cover all of the color variants you offer.
The step up from there is to showcase the product being used and show what it looks like from different angles.
You might be tempted to simply go with the product description and list of information that your supplier or manufacturer provided you with. While there’s nothing wrong with that, you can see much better results by injecting words and phrases your potential buyer would use to describe this product or ask questions about it.
A tested well-performing formula includes a paragraph of prose along with a bulleted list of specs or product features.
A great example comes from Innocent Juices:
This increases the conversion rate and lowers cart abandonment because it typically covers both the emotional and rational side of the product—it describes its value for the buyer, as well as technical information like dimensions, color range, ingredients, care instructions, and more.
This is quite a self-explanatory one, but don’t forget that no one wants to hunt for the price of a product. On top of that, shipping costs are one of the key reasons people abandon purchases—more precisely, 44% of them do!
To avoid this, make sure to be extra transparent with the shipping costs and details from the moment your potential buyer lands on the product page, as this will make the decision-making easier for them and boost their trust in your products and your customer service.
For logical reasons, you won’t have this when you first start out, but the more you sell, the easier it will become to showcase the social proof for your products through ratings and reviews.
In the meantime, you can collect some early questions you might receive about products—or that you might have had yourself—and answer them within the product description. This will help your visitors feel heard and like they’re in the right place because they are likely to naturally ask themselves those same questions!
Strong product pages are imperative for converting your visitors that arrived from Facebook ads into paying customers. Luckily, there is a strategy for converting those who haven’t bought immediately, too.
What if someone was highly interested in buying from you, but was interrupted half way through, or simply decided to come back later and explore further? Wouldn’t you want a way to contact them and check in with them?
The answer is obvious—an opportunity to nudge an already warmed-up potential customer to take that leap is priceless.
One of the most successful ways to do this is by capturing potential buyer’s information when their purchase intent is the highest—at the moment of adding to cart. Recart tested this and managed to add 62% of users to the email list (compared to more average conversions of 2-5% when it comes to cart abandonment).
This gave them an audience that’s ready for a 1:1 message in the form of email or a message that reminds them of the goodness left in their shopping cart.
Want to make this happen? There are several steps you need to take.
First, set up a system to collect this information. By using a simple Shopify integration like Recart, you can easily set up a system that both collects email addresses for you and encourages people to have their cart sent to their Messenger.
Second, create and customize messages and emails to be sent to these potential customers based on different channels.
Your cart reminders can be sent as an email, Messenger reminder, or even a push notification, and it’s important to keep in mind the environment in which the user will see the message (for example, a quick push notification on mobile should be different and shorter than an email that they’ll likely open on their desktop).
Remind them what’s in their cart and gently hint how easy it is to complete the purchase quickly.
Finally, send the message one to four hours from the moment the cart was abandoned. Most retailers see the highest gains when waiting four hours to send the cart abandonment email or message.
Once you nail your dropshipping funnel, the next best thing you can do is aim to increase the average order value of your customers—meaning, increase the typical amount of money they spend when shopping your store.
You can do this by offering products that complement the products they’ve added to their cart, something that will make it even better, more complete, more premium, easier to maintain, and so on. Here are some tips on brainstorming your best cross-sell options:
Think of products that naturally go together. Examples are endless: bedside lamps need light bulbs, dresses need jewellery, men’s shoes need maintenance products, electronics need batteries, office supplies need other office supplies.
Offer your most popular products. As you sell for a longer time, you’ll notice that some products sell more than others. Make sure to include them in recommended products when they’re relevant to the products added to cart.
Provide only a couple of options. If your customer adds a skirt to her cart and you offer her 5 blouses, 7 pairs of shoes and 3 watches, she likely won’t go for any of them—simply because you gave her too many options. Offer only one or two most related products to encourage an easy decision and a quick purchase.
You now have the three key steps to building a simple yet profitable funnel for your dropshipping store. It will only cost you whatever budget you’re ready to dedicate to Facebook ads, and the best thing is that you can increase and decrease the spend as you go and look at the amount of sales coming in. The only thing left is to get started.