Shopify store owners know that selling high-priced products is a key driver of income. Are you looking for ways sell more on Shopify? Are Facebook Ads preventing you from selling more? Are you looking for ways to harness the power of Facebook ads to move high-ticket items?
We created these five Facebook ad strategies to help you drive more sales to your store. If you want to sell $500+ products on Facebook, these strategies have been proven to work. Feel free to steal them. When we started using them on our clients, it was a complete eye opener. And they can be for you too!
Inspire and Engage
At Pretty-Impressive, each client is unique. Which is why we create strategies tailored to the needs of each company. Reach out and we’ll help you get your brand exactly where it needs to be — ahead of the rest.
How to Run Better Facebook Ads To Shopify Stores
There are a lot of misconceptions that I hear people throwing out there when it comes to Facebook ads, especially with expensive products.
- I need brand recognition before people will trust buying an expensive product from an ad
- It will cost a lot of money in ad spend to test an expensive product
- Cost per purchase will be very high for an expensive product
- People are much more likely to buy a $20 product than a $120 product on a Facebook ad
All of this is true when you have low quality ads, bad targeting, and improper campaign structure with an expensive product.
If the product is delivers on its promise and is marketed correctly people won’t care if you’re a new store or an unknown brand name with very few likes. It’s all about perceived value.
From the look of the ad, to the feel of the store, it’s easy to create profitable and high performing campaigns without a lot of ad spend.
The ad that catches their attention will win the click. If it looks professional and the creatives are high quality, fewer people will be concerned about the rest.
1. Target Interests That Are High-End Brands
I was on a call with a client with a product that is like $130 and I recommended we target a specific high-end brand as an interest on Facebook (let’s call it “Brand X”). His response was “If someone is interested in Brand X, why would they buy my product and wouldn’t they just buy Brand X instead?”
That is a good assumption to make and there are going to be people who will see your ad and would rather buy from Brand X. However, you must consider the many different scenarios that people fall into when they are in a certain interest for a high end brand.
- Person A: Loyal to Brand X and won’t buy anything else
- Person B: Have bought one thing from Brand X when they had a lot of extra money
- Person C: Have talked about Brand X on social media, therefore fall into the interest audience, yet they have not purchased from Brand X
Person B and C are potential customers for your brand. And if they see a product that still looks good, they will buy it even if it isn’t the exact brand.
When I say high brand, I don’t necessarily mean mean brands that sell products that are thousands of dollars but your product costs a couple hundred. Often it can just be a very well known or popular brand. The key phrase here is you are targeting people interested in those brands. Many of those people are interested in variations of those brands, or those brands are indicators they may be interested in a particular category of products.
For example. If you’re selling entry level cooking supplies, perhaps you would target one of the many Gordan Ramsey restaurants or TV shows. Your customers may not be interested in a $300 dinner, but it is likely they have exprssed interested in that category of cooking.
2. Use Soft Emojis, Not Loud Ones
♥️
With high-end brands, using tons of emojis just comes off as too try-hard and tacky. There is a time and a place for a ton of emojis for certain products, but if your product is going for high-end, then you must not be try hard.
The way that you want to communicate your emojis is that you’re “too cool for school“.
My favorite emoji to use for high-end product Facebook ads is the black small square – 
– Which I like to use for bullet points when fleshing out the features and benefits. Other than that, I don’t see a point in using anything else. The small blue diamond is a good one as well – 
3. Don’t Highlight Massive Sales or Flash Sales
Ever notice how Apple never has a flash sale? Their branding is very high-quality so they don’t need to do it.
Whenever Apple has a price reduction on an older model device, it’s not like a huge flash sale that pops up all over their website, it’s just a very subtle line of text on their website or they briefly talk about it during one of their product line announcements.
I apply the same concept to the expensive and unknown brands. If I’m working with a brand that has a small discount (10% off, free shipping on orders over $250, etc.) then I will just include it in the middle of the ad copy or close to the call to action like so:
-Benefit 1
-Benefit 2
-Benefit 3
Upgrade your collection today and save 10% off your first order.
Shop now
LINK
Notice how it is very casually mentioned and isn’t the theme of the ad.
Here’s a counter example (this isn’t bad ad copy, but it is for high end brands)
Flash Sale!!
Save 10% off ALL products! Hurry! This sale ends on Sunday!
LINK
Imagine if you saw Mercedes or Apple making an ad that looked like that with a loud flash sale. The first thing you would think is “what’s wrong with these products?” or “what’s the catch?” even if it is just a small discount like 10% off, the fact that they are trying so hard would not be aligned with the brand.
When a low-end brand has a sale like McDonalds or Walmart, it’s not very surprising when they have a crazy sale. Or when you see a furniture store have a crazy “going out of business sale”.
Remember, “too cool for school”. It applies to this point as well. “We have a 10% discount for first-time customers, no big deal…”
4. Generate Quality Creatives
Your ad creatives, whether pictures or video, need to be very high quality. Pictures that are taken by professional photographers, great lighting, all of that stuff.
Camera phones can take great pictures as long as you don’t use the selfie camera and have good lighting in the picture.
If you are doing it without a professional photographer, I recommend taking it with the best quality camera phone you can with great lighting. Then have a professional help you touch up the photo to adjust the contrast and brightness levels.
Lastly, if you are using models to pose for your product photography, then you want to make sure that they have the look that your target demographic wants. Like if you’re selling very high quality gym apparel, then make sure you use a model who is in amazing shape and looks amazing when wearing your product.
5. Quality Ad Copy
Quality ad copy is critical. You don’t have much space in your ads to convey what is important, so it is important to convey what is perceived as the most important parts to the audience.
Think about when you see an Apple ad, either video or social ad, it’s not trying very hard to get you to buy or giving a super strong and forced call to action.
Compare this to an ad for those as seen on TV products where they are constantly talking about the massive discount and extra bonuses included when you take action within the next 30 minutes.
In every part of your ad copy, it needs to have this tone. The attention grabber, the features and benefits, the call to action, and the headline.
Here are some examples of how to use that tone.
Attention grabber: *The elegant and stunning [PRODUCT NAME] will turn heads.*
Features and benefits: *Made with premium leather material*
Call to action: *Get yours today*
Notice how there is no exclamation marks !! in the ad copy anywhere.
Here are some examples of what NOT to do for high-end Facebook ads
Attention grabber: *ATTN: Men with beards! Get this A-M-AZ-I-N-G Beard Oil!*
Features and benefits: *Smells so good!!*
Call to action: *Shop Now And SAVE $$$*
Inspire and Engage
At Pretty-Impressive, each client is unique. Which is why we create strategies tailored to the needs of each company. Reach out and we’ll help you get your brand exactly where it needs to be — ahead of the rest.
Every example mentioned in this post can work for the right product at the right price on the right ad.
You want your potential customer to feel excited about your product and what it can do for them. They’ll see your product as being value-added and different enough to make it worth the price you’re asking. And thus, be willing to buy your brand/
Just remember to keep things human, keep it short, and follow the rule of personality. Most importantly though, think about what you stand for as a brand and how do they want their users to perceive them?
If you are struggling with high cost per acquisition and you have a large funnel it might be worth it to touch base. There’s a time and place for learning how to do digital marketing yourself. But, as a business owner, it’s most important to focus on the aspects of your business you can’t hire someone to run turnkey with success.
A campaign manager than can generate extremely profitable results easily pays for himself. Give us a shout if you’d like to talk. Or sign up for your free marketing optimization audit.
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