Leveraging Facebook Advertising for a Digital Commerce Business

Social selling and e-commerce in Cambodia is set to surge as a result of Covid-19 as well as the steady growth of social media.

According to Httpool, which represents Facebook Ad sales in Cambodia, the Covid-19 pandemic has encouraged more Cambodians to turn online and to social media sectors to earn a living. And, according to Httpool’s Facebook Client Partner Lead HEM Sophana, this is a trend that is here to stay.

With more people now using digital services such as online shopping, digital payments, and home delivery, businesses online have become more accessible.

With Datareportal reporting that there are 8.86 million internet users in Cambodia and 12 million social media accounts (with some users having more than one account), Httpool points out that many users are potential customers for e-commerce businesses. In addition, many are also potential customers for Facebook’s innovative and effective tools enabling Cambodian companies to conduct business and effectively connect with consumers.

However, when using Facebook to expand your business, Httpool advises that there are certain key factors that one should consider fully engaging in a digital advertising campaign. Below are some key points that Httpool advises Facebook users to consider before embarking on a social-selling or digital campaign:

Getting started with digital advertising: Facebook offers a suite of advertising tools to fit the needs of all advertisers. For those brands that are new to digital advertising, Facebook provides lightweight ad creation tools that allow them to create, manage and track the success of their ads directly from the Facebook Page. Ads Manager will enable advertisers to create, manage, and access advanced advertising features for those looking for more advertising options.

Grow businesses online presence and extend reach: There are a growing number of social media users in Cambodia with the latest figures showing that 73% of the population use the medium , according to Datareportal. According to Httpool, this is a key factor in the widespread adoption of digital commerce. Therefore, a growing online presence is essential to ensure sustainability in businesses. Facebook advertising may be a natural next step to reach more of the target groups of businesses. And to do so, businesses need to create a Facebook Page for their businesses. A Facebook Page can add credibility to ads and give people a place to learn more about businesses.

Aligning ads with business goals: Before conducting advertising campaigns, one should first align the purpose of the ads with the business goals they want to achieve. Such as, if a business person wants to drive engagement on their social media posts, they should consider boosting their posts or if they want more customers to visit their website, they can try website ads through social media. Properly aligning their ads with business goals could assist them in achieving more return on investment.

Find new customers: As a result of the pandemic, the Cambodia e-commerce sector has witnessed exceptional growth. Considering the social media usage in the country, there are many potential new customers for every business. To reach new people, one can even use tools such as Lookalike Audiences. A Lookalike audience can be built based on fans or Facebook Page or from a Custom Audience created by uploading a customer list. A Lookalike Audience works by identifying the typical qualities of people in the target audience (eg, the people who like a Facebook Page) and then finds people who are similar to (or “look like”) them. A businessperson can target ads to these Lookalike Audiences to expand their reach, find new customers and grow the business.

Learn more about the customers: Learning and understanding the customers and their needs can always assist any business to grow more. When businesses run ads on Facebook, they access their campaigns insights through their page’s ad centre tab or Ads manager. Business owners will be able to see current updates on how a particular ad is performing. For example, one can see how their audience responds, where their audience is located, their age demographics, and more. They’ll also see data related to the goal of their ad. For example, if they boosted a post, they can track the number of engagements the post received from the people who saw their ad. When they start tracking their ads, they can leverage those insights to make informed business decisions, like the types of people they’d like to target and how.