6 Facebook tools to boost your cross-border ecommerce performance

September 12, 2019
Cross-border advertising is a very different beast from regular online advertising. To successfully take your business international, getting informed about new markets and figuring out how to adapt content to new audiences is a must. From product preferences and currency to size, accessibility, and cultural differences, there’s a lot to keep in mind. Let’s say you’re scrolling through Facebook when you see an ad in a language you don’t understand. Would you be interested? Probably not.
As the single biggest social network in use today, Facebook’s 2.3 billion active users present a huge advertising opportunity to reach customers across the globe. And luckily for marketers and advertisers, Facebook has a whole host of tools to help with expanding to new markets and international audiences. So without further ado, here are six tools to boost your Facebook cross-border ecommerce performance.

1: Facebook Cross-Border Insights Finder

WHAT IT IS: The Insights Finder helps businesses compare country and regional data based on past campaign performance across Facebook, Instagram, and Facebook Audience Network.
WHY IT WORKS: With the Insights Finder, businesses can see the way in which customers in new markets shop and where ads will have the most impact. These insights allow companies to identify and target the most lucrative regions for their business.
HOW TO USE IT: In the tool, choose a country, industry, and campaign objective. Here’s an example of what this could look like.
Here, Germany has been defined as the country to compare and the campaign objective is conversion.
The Insights Finder then shows you comparative data for your industry and campaign objective in every country you select. These insights include:
  • Potential reach: how many people your ads will reach in each country
  • Conversion index: how well people convert in each country
  • Cost index: what it will cost to advertise in each country
  • Competition index: how often people see ads in each country

2. Dynamic Language Optimization

WHAT IT IS: Need to create an ad for a multilingual region? Dynamic Language Optimization is the tool for you. Once it’s set up, Facebook then determines which language to show to each user based on predictors such as their UI language settings, which languages they post in, and content they interact with.
WHY IT WORKS: Imagine you’re creating ads for a country where 80% of the population speaks English, 10% speaks Spanish, and 10% speaks French. If you only run ads in English, you’re missing out on a fifth of your potential audience. Adding more languages broadens your reach and maximizes your ad potential.
HOW TO USE IT: With Dynamic Language Optimization, you can upload up to 49 different sets of pre-translated ad copy and creative for each ad set, as shown below by the “Add Language” button on the left. Facebook then automatically displays the best language for each viewer based on the predictors explained above, without any additional work on your part. If Facebook can’t find a good match, the ad will be shown in the default language you’ve specified.

3. International Location Targeting

WHAT IT IS: With International Location Targeting, Facebook measures ad efficacy to pinpoint which regions are best for your advertising campaigns.
WHY IT WORKS: When choosing where to target your ads, you can select countries, regions, and objectives. Your ads will be sent to the best potential customers in your selected areas, making the most of your Facebook cross-border ad spend.
HOW TO USE IT: In Facebook Ads Manager, after choosing your campaign objectives, select the countries or regions you’d like to target as shown below. Options include worldwide, continents, geographic regions, free trade areas, saved locations, or even emerging markets. Facebook then monitors the performance of your ads to choose where they’re most effective. Facebook will automatically allocate more of your advertising budget to higher engagement areas, where more customers respond to your ads, while allocating less to areas of lower engagement.

4. Multi-language and Country Dynamic Ads

WHAT IT IS: This feature adds even more to Facebook’s already powerful Dynamic Ads. Multi-language and Country Dynamic ads give businesses the ability to create one ad catalog for multiple countries, so that users in each country see an ad that’s localized for them.
WHY IT WORKS: With multi-language and country Dynamic Ads, users in different countries will see an ad for the same product, but personalized in their language and currency, along with product information tailored to their market. This saves businesses the tedious work of creating multiple catalogs in multiple languages for the same product.
HOW TO USE IT: When creating a product catalog, you’re given the option to add secondary language and country feeds. In Facebook Ads Manager, you can then add languages and additional information to your product catalog, as shown below. The information in the secondary feeds will override the default language and country when your ad is displayed in a different country, and display the correct information for the local audience. However, making this work is fairly technical – you can find more information here.
Facebook cross-border ecommerce - dynamic ads

5. Audience Insights Tool

WHAT IT IS: Audience Insights gives users a way to define specific audiences (by demographics, purchase behavior, geographic information, and more) and learn more about how to reach them.
WHY IT WORKS: With Audience Insights, you get data about what your selected audience likes and how they behave. Understanding your audience will help you refine your ad strategy and create ads that resonate with the people you want to reach.
HOW TO USE IT: In the Audience Insights tool, you can choose between all Facebook users or just fans of your page. The selected audience can then be filtered, as shown above, based on demographics such as age, gender, location, relationship status, and job title. Once the setup is complete, you can name and save your audience. Audience Insights will then show you the top categories that your audience engages with, from page likes and purchase activity to location data and more.
Facebook cross-border audience insights

6. International Lookalike Audiences

WHAT IT IS: If you know who your best customers are, Lookalikes can help you find similar audiences internationally without the need for intensive research. You can then target these similar audiences with your ad campaigns.
WHY IT WORKS: Success with a certain audience in one country can easily translate into success with similar audiences in other countries. With Lookalikes, you’re spared the time and effort of researching new audiences, as Facebook can automatically find cross-border audiences made up of comparable customers.
HOW TO USE IT: The Lookalikes tool is extremely easy to use – you just have to be the admin of the ad account you’re creating the audience in. Select the country or countries you want, then choose the type of audience: this could be fans of one of your pages, a custom audience you’ve created in Audience Insights, or an audience created from your Facebook Pixel data. Facebook will analyze qualities of your chosen audience to create a similar audience in the countries you’ve selected.

Beyond Facebook cross-border ecommerce

Facebook holds a massive amount of potential for businesses looking to globalize. These tools can help you tap into and succeed in new markets. But you can do even more to maximize your international success.  The world of cross-border ecommerce is gigantic, complex, and constantly changing. To help you keep up, we’ve created an intuitive guide. Cross-border ecommerce: how brands and online retailers can start winning shoppers around the globe is out now! Get your free copy below, and find out more about how to strengthen your performance across all types of channels around the globe.
Guest contributor