How to run Facebook Ads for Bakery Business?

Do you own a bakery business or want to run Facebook ads for bakery business? This guide is for you.

In this guide, I will be going through tips on how you can use power of Facebook ads for bakery business.

There are few things to note when it comes to running Facebook ads for such businesses.

Now depending on type of bakery business, our Facebook ad strategies will change. Broadly a bakery business falls into one of the below categories:

– Generating Awareness for Local Bakery shop (Increasing store walk-ins)
– Generating Online Sales for Bakery Products (Home delivery in your city or state)
– Generating leads for Offline/Online bakery workshops (Example Cake baking classes)

Defining your objective is crucial as your Facebook ads strategy depends on this single objective.

– If you want leads, we will have to use landing page or lead generation campaigns
– If you want online sales, we may have to setup Shopify website and entire e-commerce funnel first.
– If you want students for your bakery teaching business, we will have to use landing page or lead generation campaigns.

Everything depends on your objective and then we move to ads strategy part.

Next step is to outline your target customer details which is also known as customer persona in marketing world.

Defining Customer Persona for Facebook Ads for Bakery Business

Defining the customer persona is crucial when it comes to Facebook ads. You may think you know your audience better but it may happen that your target audience may be completely different.

A Simple Customer Persona for Facebook Ads can be created just like these:

Customer persona 2 - facebook ads for bakery business — Credits – socioh.com

Following details from our Target personas will help you while setting up Facebook ads targeting-

Customer Persona Type
Target Customer Age
Gender
City/Pincode
Languages spoken
Major Presence – Facebook or Instagram
5-10 Interests that your target customer may have
How long does it take to make purchase decision?
5 Broad competitors in your industry

Example of Customer Persona for bakery business

Customer Persona Type : House Wives
Target Customer Age – 25+
Gender – Female
City/Pincode – Michigan
Languages spoken – English
Major Presence – Facebook and Instagram both
Pick 5-10 Interests that your target customer may have –

a. Cakery
b. Love Bakes Good Cakes
c. Bakery
d. Cake decorating
e. Food Network and so on.

Tip – Include Cooking/Baking Channels, Magazines or popular bakery joints

How long does it take to make purchase decision? – Max 7 Days
5 Broad competitors in your industry – list top bakery shops/blogs

Once we have above data, we can use this data while creating audiences for our facebook Ad campaigns.

Pre-requisites of Running Facebook Ads for Bakery business:

Website/Whatsapp Business/Sales Person
Facebook Page
Instagram account
Business Manager Setup
Ad account Setup
Ad creatives
Website Pixel integration
Free Ebook/Irresistible Offer to lure potential customers (Optional)

Types of Facebook Ad Funnels you can use for Bakery Business

1. Generating leads/enquiries using Whatsapp

Running ads to direct them to Whatsapp Business Profile and conversing with them 1-1.

You can run Whatsapp using Traffic Campaign:

The biggest drawback for Whatsapp campaigns is you cannot select interests for targeting customers. Facebook will automatically find potential customers based on your facebook page’s content.

Note – Your Ads will be seen on Facebook, Instagram and Audience Network. Whatsapp ads are not active as of writing this.

This strategy can be helpful for small upcoming bakery brands. For this, you will need a dedicated Whatsapp Business Account and connect it to your Bakery Facebook Page.

People can contact you on Whatsapp and interact with you directly.

I only recommend this strategy for very small bakery businesses as optimisation of such campaigns is completely on Facebook Ad Algorithm.

2. Generating leads for your Bakery Business using Lead generation campaigns

You can use lead generation campaign to generate leads for your bakery business. Be it promoting products or any offers locally.

In lead generation campaigns, your potential customers will simply fill a form with questions specified by you.

The details will come to you on facebook dashboard. You may need someone to call/follow up with leads.

Issues with lead generation campaigns –

The issue with lead generation campaigns is that, customer’s data can be old or outdated. We tend to never change our high school email that we signed up with first time on facebook.

Facebook picks up data from the email id and phone number they signed up with unless people update it to new ones.

Another issue is you cannot use lot of fields to refine the lead.

To tackle above issues, I recommend businesses to use landing pages as we have more control over quality of the lead. No restrictions on fields as well!

3. Generating leads using Conversion campaigns via Landing page

The most preferred way of generating quality leads using facebook ads.

You have more control over quality and somewhat quantity as well with landing pages.

The drawback is it requires more effort and cost than lead gen campaigns.

You will need a landing page builder, design a landing page and write content for the same.

BUT,

This would be one time process and once this funnel starts working as per your needs, you just have to play around audiences and ad creatives.

Landing Page Tools you will need to setup landing page funnel campaigns:

1. SwipePages Landing page builder (My favourite)

Use this online landing page builder tool if you don’t have a website and want to collect leads.

2. Microsoft Clarity

The best free alternative to LuckyOrange Tool. This tool will help you see how users are behaving on the landing page

3. Integromat.com

This tool will help to integrate landing page leads with CRM/Excel Sheet.

With Landing page strategy, do not forget to install the right pixel event code on the landing page. You may also need to configure custom events inside Facebook Events Dashboard.

5 Facebook Ad Interests for Bakery business you can target

Now audience targeting will highly depend on what type of people are you looking for. Below are few interests related to Bakery.

I recommend starting with closest interest to your offer that you are promoting online. Start with testing single interest adset and use Campaign budget optimisation in the initial stage.