5 Must-Use Facebook Ads Strategies for Ecommerce Marketers

As someone actively promoting an online store, I bet you’ll agree:

Whatever marketing channels you use, it’s never enough.

You constantly need:

  • More conversions to meet sales targets.
  • Highly relevant traffic instead of accidental visitors.
  • And a way to increase repeat sales from past customers.

And yet you’re unsure about trying Facebook Ads.


With 1.39 billion monthly active users, the largest number of eCommerce orders from social media and a typical ROI from Facebook ads at 152%, not advertising on the platform is a missed opportunity.

If you’re unsure how to get started with Facebook Advertising though, read on.

Here are some of the strategies I use to help online retailers increase traffic and conversions.

5 Must-Use Facebook Ads Strategies for eCommerce

1. Use Dynamic Product Ads


Dynamic product ads might be the highest ROI strategy eCommerce sites can use – a chance to bring back hesitant customers by showing them tailored ads based on their activity on your site.

You’ve probably seen large sites like Amazon.com retarget you on Facebook with offers for the exact products that you recently visited.

But did you know that you could remarket on Facebook just like Amazon?

With Dynamic Product Ads‘ templates, you don’t have to create ads for each product in your catalog. Instead, templates will pull images, product names, pricing and other information from your product catalog, based on the product details you upload to Facebook. So if you have hundreds or thousands of products, this could be a great solution for you.

With dynamic ads, you can display single or multi-product ads to customers who have visited your site based on products they viewed, added to the cart or even purchased.

To get started with Dynamic Product Ads:

  • Upload your product catalog to Facebook Business Manager. Include all products you want to promote with information to display for each product (name, price, image,).
  • Add a custom audience pixel to your siteModify it to report on customers’ buying behavior.
  • Create a dynamic template. Facebook will automatically populate it with the right products and associated info. Give your ads a title, specify keywords to pull in images, product names from the product catalog.
  • Set up Display Product Ads in the Power Editor. Specify if you want to advertise products from your entire catalog or just certain categories and …. run your ads.

2. Use Multi-Product Ads


Facebook Multi-product ads give you the ability to show multiple products in a single ad.

  • Multi-Product Ads can give your customers more options to choose from.
  • They can help you increase conversions. The more relevant products a customer sees the greater the chance of them buying.
  • You can also use them to show the different benefits of a single product.

But do they work?

Adobe discovered that their customers experienced:

  • A 50% to 300% increase in click-through-rate (CTR).
  • Up to 35% reduction in cost per click as a result of higher engagement.
  • More efficient cost per acquisition.

Multi-product ads can easily be set up in the Power Editor and can also be used as part of a dynamic product ad campaign or as a stand-alone ad.

3. Install Conversion Tracking Pixel

A conversion-tracking pixel is a small snippet of code that tracks your customers’ behavior on the site. But it does so much more than that.

In addition to tracking customer behavior and conversions, Facebook can use the data from conversion pixels to optimize your campaigns and to build a lookalike audience to target your ads.

By placing a conversion-tracking pixel on your checkout page, you’ll be able to track actions (like sales, etc) people take after clicking on your ad and measure your ROI.

But to achieve the best results, I recommend installing the pixel long before you run your first campaign.

This way you’ll give Facebook time to learn the types of people who are converting into customers on your site even when they come from other marketing channels. If Facebook hasn’t tracked any conversion on your site yet, they’re going to have trouble optimizing your campaign for conversions.

4. Run General Retargeting Campaigns

72% of online shoppers on average abandon their carts without completing a purchase.

Without retargeting, only 8% of them will come back to buy.

With retargeting however the average site can bring back 26% of abandoners to complete a purchase

According to Wishpond, the source of the data above, 70% of web visitors who are retargeted with display ads are more likely to convert on your site.

And the average CTR of retargeted ads is 10x higher than standard display ads.

It goes without saying then – not retargeting your visitors costs you conversions and sales.

You can run retargeting campaigns via the Power Editor and target your visitors with general offers, coupons, single and multi-product ads and more.

5. Find New Customers with Lookalike Audiences

Facebook can help you to find new customers based on your past customer’s characteristics.

Lookalike Audiences help you advertise to people who are similar to your existing customers and likely to be interested in your products as well.

I’ve found that Lookalike audiences are usually one of the highest performing target groups for most of my clients.

To create a Lookalike Audience you need a Custom Audience to base it on. Alternatively, you could also build it from your Facebook Fans or data from the conversion-tracking pixel.

Lookalike Audiences will utilize Facebook’s algorithms to find people with similar demographic characteristics and interests to your customers.

Of course, you can also use Facebook’s other interests and demographic targeting options to find relevant new customers.

Over to You

What do you think of Facebook Ads for Ecommerce? Do you have any previous experience using the platform? What other strategies have worked best for you?

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