If most of your sales are done online then your brand should be spread across multiple online mediums in order to develop an intricate story for your audience. This is essential because they will never get the chance to see your store and talk to employees (regardless of you having a store or not, people act instinctually when shopping online). For this purpose, your online store represents 100% of your business.
Your campaigns should be strategically developed around target keywords that are associated with a product or service that show the searcher has buying intentions. This is best done by creating different campaigns to target different groups of keywords, then analyzing the results after a couple of weeks to assess the performance of the keywords. After analysis, in order to get better performance, select your top performing keywords and replace your under-performers with new ones, The difference between using Google Adwords for in-person sales and E-commerce is that E-commere keywords need to be more refined to reach a specific buying audience, otherwise broad keywords are going to eat up your advertising budget with less conversion rates.
if you sell birdhouses, then you could create one campaign that appeals the to the sale price of one of the birdhouses you have with keywords ("birdhouse on sale," "nice birdhouses on sale"), and then have a different campaign that targets audiences looking for luxury birdhouses ("luxury birdhouse for sale," "high-end birdhouse for sale,").
Determine which audiences appeal to the product or service you're selling, making it easier to explain the product without going in-depth. Facebook allows for in-depth specification to target audiences, meaning that the people you are advertising to should already have interests that are aligned with your product or service - rather than attempting to use verbiage to attract any average Joe, you can appeal to the specific person or buyer persona you are trying to reach. Here are the following campaign goal recommendations set through Facebook for E-commerce:
Brand Awareness - a great asset to a multifaceted marketing plan, usually intended for larger E-commerce businesses that have extensive marketing budgets to extend reach throughout multiple platforms in order to maintain customer eyesight every-so-often.
Reach - Specific keywords that target a subset of a conglomerative audience and allow the marketer to determine which communities are reacting to the ads. This provides a better perspective on the overall market and customer segments that can be targeted in addition to current ones. Since markets and trends are constantly evolving, correlating aspects are too, which can change the way products and services are perceived and/or used by consumers. Testing on larger audiences is a great tell-tale of how tastes and preferences are changing.
Engagement - likes, shares, comments and responses are ways to engage people enough to build trust and create a buying relationship. A first step in buyer funnels is creating just enough provoking content to elicit a response from people, and then targeting the audience that engages with the content. As people become more responsive to content (as in, first they interact with a post and start to do so more frequently thereafter), their social media behavior more so mimics one of a future customer.
Traffic - Typically common for website/app exposure during a new product release, website/app update, or most importantly identifying the sticking points within your site or app that decreases the amount of sell-through. Sticking points occur when a majority of users encounter a page on the site that plays in integral part in the sales process but lacks attention keeping ability to fulfill the entire sale. This can occur for a number of reasons, but the most common are:
Lengthy page-load time
Confusing Page Layout
Unable to checkout as a guest and doesn't want to give out information
Promo code not working or expired
Doesn't want to pay for an app through the App Store
Messages - talking to the audience allows them to get a feel for the character and builds trust with a business. Messaging campaigns allow for easy messaging, and can prompt potential customers to take action if they have a question. Targeting techniques coupled with a messaging campaign works well when there are buyers that need clarification, yet don't take action. A campaign example would sound like:
"Send us a message here if you're wondering how [whatever you're selling] works."
Similar to Facebook (because Instagram is a subsidiary), Instagram allows for the same targeting and campaign techniques. The major difference is that Instagram offers less room for generalized marketing because the trends and preferences of Instagram users are easily identifiable. If your product or service appeals to the following contingencies than Instagram may be a better option than Facebook:
Displayed easier through photos
Appeal to a specific type of demographic that is more popular on Instagram (15-25 y/o)
You want to build an overall brand through the internet for credibility
As opposed to old-fashion billboard, magazine and print out ads, Taboola creates ads on partner websites that cater to large audiences on a CPC basis so you only pay for the traction when you get it and if it makes sense after the campaign. The cost-effectiveness of campaigns is determined by the conversions from each campaign and the profit taken from each sale. This makes it easier to figure out the audiences that suit your market-fit without spending thousands of dollars, and then doubling down on the platforms that have the best outcome.