How to Use Facebook Ads for Ecommerce Success?

August 26, 2022

Are you reluctant to set up a Facebook ad campaign for eCommerce? You're not the only one. Sometimes you have to spend money to make money, and that's a scary hump to get across. Have you been wondering about the future of Facebook advertising and eCommerce? The discussion has been intense, particularly due to the vigorous competition, as well as ongoing privacy and tracking issues.

Entrepreneurs and marketers were stating the same thing years ago. The truth is quite different. Facebook is still the dominant player in e-commerce advertising. You'll have a competitive edge if you use the platform properly.

Will Facebook Ads still be worth it in 2022?

We get this question too many times as an eCommerce agency. The answer is always the same. Are Facebook ads as important as ever in 2022 (and perhaps even more so)? Especially for e-commerce businesses that care about their brand and want to establish their online presence.

Here’s why:

  • Facebook is only behind YouTube when it comes to online platform usage (over 60% according to the latest Pew Research).
  • Instead of 2.8 billion active Facebook users in 2021 (what a prospecting pool, huh?), there will be 7.2 billion.
  • However, Facebook brand pages are experiencing a daily drop in organic reach (it's less than 6%).
  • Facebook still has the most advanced ad targeting/tracking/management tools.
  • By the end of 2020,  over 10 million businesses were actively advertising on Facebook.

Businesses realize that there is a great deal of competition in this market, and therefore turn to paid advertisements to boost their organic reach. Online presence becomes a fierce battle when businesses use paid advertisements.

However, it is critical to understand that pay to play does not necessarily mean that the Facebook advertising game is pay to win as well. You cannot assure that enterprises who invest a lot of money will outperform other brands with smaller budgets.

Facebook analysis

Even if your ad is high quality (both copy and creative-wise), the Facebook algorithm will still get smarter. If you splash the cash without seeing any results, likely, your ad will still draw conversions. It’s why you need to play your cards right and play the long game. That’s when Facebook becomes worth it. Let’s get into it.

Preparing for Facebook Ecommerce Ads.

Indeed, the eCommerce market has never been more saturated.

Make sure you have properly prepared the foundation before we discuss the real moneymaker.

Before you begin advertising management, you don't want to discover that you've wasted a lot of money.

Running ads is not enjoyable, and it may dissuade you from doing it again in the future.

Running ads offers several advantages, and I'm going to show you how to recognize them.

Step 1: Learn Facebook Attribution

An ad's performance is measured by the time between a user interacting with the ad and converting on the website. Having a grasp on this period gives you a complete picture. Experts in marketing forecast that tracking conversions will become more difficult as new online privacy updates are implemented. By taking full advantage of the attribution window, you can structure your ad account and get ahead of the competition by understanding how to take full advantage of the attribution window.

Step 2: Set Up Facebook Pixel

You must establish proper tracking before you begin advertising so that you can determine which ones are successful. Facebook Pixel is what you need to track your ad’s audience as they browse your website. This tiny snippet of code will allow you to do so. Using this information, you can track conversion rates and determine which ads are driving the best results. With this information, you'll be able to gather all the critical data you need to expand your advertising efforts.

Facebook Pixel

To run ads well, you must first create a pixel. Whether you want to run ads right away or not, it's crucial to set up the pixel as soon as possible to start collecting important data. Instructions for setting up a Facebook pixel on your Facebook ad account can be found below.

Step 3: Set Up Conversions API

CAPI is an essential enabling technology for accurate tracking via Facebook Conversions API. It prevents the problems described above (altered attribution windows, privacy regulations, etc.) from occurring by gathering data directly from your website's server.

Conversions API

You can get precise information on both ends using both the Conversions API and Pixel setup. It’s fairly simple to get started with an e-commerce platform like Shopify or WooCommerce if they already have a Facebook partner integration.

Ecommerce Facebook Ads Examples: Ad Formats You Should Use

There are many ways to advertise your products on Facebook, but not all of them are effective. These are the ones that eCommerce brands find most effective.

Video Ads

Although video ads are still the most effective medium for eCommerce firms, distributing your brand's message quickly, clearly, and more appealingly than other types of advertising is still possible.

Video ads provide the most comprehensive data and visuals in a short period (hopefully). According to Optinmonster.com, video advertisements generate the most qualified leads. In addition, over 80% of marketers believe that video ads generate good ROI.


Video ads can be used for nearly any point in the sales funnel. An ad at the top of the funnel may catch the eye of someone who is looking to address a problem or meet a need.

facebook video ads

A middle-of-the-funnel video  helps a customer see a product or store holistically and addresses any pain points, providing benefits, and using customer testimonials to push them over the edge and make a purchase. This is social verification at its finest. A price cut should be offered here, to entice visitors to learn more about the products.

Price cut video

These customers are ready to convert. They have been informed and persuaded about your product. Someone left something in their cart! Call out to them to come back! YOU NEED THIS. Desperate times call for desperate measures.

Video Ads

Make video ads as appealing as possible by following these tips:

  • Have them stop at your ad and, hopefully, click on it by using a scroll-stopping thumbnail image.
  • It is crucial to capture the reader's attention immediately (and even more important - our attention spans are shrinking).
  • It's important to take into account the needs of different audiences when creating a video (including those with hearing difficulties). You can accomplish this by using subtitles.
  • A video that is interesting but lengthy may not be as effective at converting (so deliver the CTA within 30 seconds).
  • Ensure that the landing page leads them to where they are in the funnel (home page to educate at the top, to their abandoned cart link when they’re hot).

Dynamic Product Ads (DPA)

Online stores with many items can benefit from dynamic product ads. Put your best foot forward and show off what you've got. You can skip the arduous process of creating adverts by uploading an entire product catalog into your ads manager.

Using information from the eye-tracking study, we can now predict the products customers will be interested in and serve them ads based on that (Barrett, 2014). Facebook will then choose products that are most suitable for your target market using data from the eye tracking study. I like the design and colors used in these ads. They also perform well, which is why they last so long. Having the ability to make catalog sets based on customer data is the best part.

More importantly, a large portion of shopping is occurring online, and people yearn for the nostalgia of wandering through the city and gazing at shop windows.

Online window shopping is a thing, right?

Using dynamic ads can help reduce the sensation by providing a small “window shopping” of chosen items for your audience. Using this format is also a great way to remarket to (bottom-of-the-funnel) customers. Once your target audience interacts with your offer, Facebook will be able to show them the best possible products.

Collection Ads

A collection ad features a large picture or a video of your brand's product, as well as a few of your products' images or pictures, all arranged in a grid.

Online stores can benefit the most from this template's ambivalence (assorted industries, services, subscription-based businesses).


You can advertise your complete line of apparel using these ads if you are an apparel store. You can also combine photos and videos to show your product in use if you have a single-product online store. A strong connection with the audience makes these ads compelling. We enjoy pairing this track with both customer testimonials and social media influencer content. It provides a human element while balancing the sales message.

Carousel Ads

Indeed, carousel ads are not the same as DPA ads.

eCommerce businesses can take advantage of Facebook carousel ads in a variety of ways. Because they are not as restrictive as collection ads nor as open as DPA ads, carousel ads provide a lot of possibilities.

Rather than restricting you to certain creatives (images and videos), they provide you with the freedom to do whatever you want.

You can use carousel ads to:

  • Use various pictures and videos to tell your brand's story.
  • Use different slides and video cards to advertise your product's features.
  • Promote different web page content (e.g. posts) to drive traffic.
  • Choose and promote a handful of products from your digital store to cherry-pick and showcase.
  • Allow your customers to experience the store atmosphere and provide them with a variety of options.
  • Show off multiple testimonials, flavors, pieces, and use cases.

There are several things you can do to improve your business.

Carousel Ads

How to Run Ecommerce Facebook Ads that Convert

You’ve probably done your research before becoming an online store owner. Perhaps…

You should already have defined your perfect customer and identified your target audience (devised your ultimate brand avatar by now). You've already established a store and received some organic traffic to the website (and maybe even some sales).

Excellent, you've gotten off to a great start!

You'll need at least a small sample size of users visiting your store, which you'll later use for retargeting.

Here are some quick pointers on how to increase your company's revenue by using Facebook ads:

- Focus on Ad Creative & Copy

The rules of the game are indeed subject to alteration, but some of them are set in stone. An outstanding ad design and compelling copy will almost always result in conversions. (make sure the targeting is also sensible!)

It's crucial to make your ads as shiny as possible because privacy regulations are constantly changing.

It's OK to use emotive language if you want to jazz up your content. Just make sure your CTA is clear and concise! Is it true that people enjoy being ordered around? People eat with their eyes; why not shop the same way? That's the idea behind ad creatives. It is important to establish your company's voice across all channels while educating consumers about why you are the best and how your product addresses their needs.

- Use Custom Audiences

You can build custom audiences on Facebook by uploading an external file (e.g. an email list) of users who have already interacted with your brand outside of Facebook ads and targeting them.

It's crucial for remarketing campaigns to target the correct audience. However, remarketing campaigns also rely on Facebook's understanding of who to target. It's important to properly target the right audience with the right message using custom audiences in Facebook ads. It's a very effective tool that has demonstrated results. That's what you want. Results.

- Use Custom Audiences

You can create custom audiences on Facebook other than excellent targeting choices. In other words, you can upload an external file (e.g. email list) of users who have already interacted with your brand outside of Facebook advertisements and target them.

Lookalike audiences are the result of email subscribers, giveaway participants, and prior buyers.

Having the right custom audiences is crucial for successful retargeting campaigns. However, they are also crucial to Facebook's understanding of who to target. It's crucial to use custom audiences in Facebook ads if you want to make sure you're targeting the right audience with the right message.

It is a very effective tool that has demonstrated result-getting abilities. The outcome you desire is a very effective tool that has demonstrated result-getting abilities.

- Use Lookalike Audience

Creating a Lookalike Audience is a great way to reach the same audience as your current customers. Lookalike Audiences are composed of people who are similar to (or ‘look like') the people currently engaging with your business and who you can target with advertising.

The lookalike audience feature sets Facebook apart from other ad platforms, especially when it comes to current engagers, customers, and similar audiences. Facebook will choose a random audience from which to measure your ads' performance (or you can create one from scratch using a custom audience).

After that, they will go after people who have the same interests, location, and demographics as that audience. You can find in-depth instructions on how to build your lookalike audience on Facebook. Let us know how it works for you!

- Target Abandoned Cart

Around 70% of buyers abandon their carts, and only 8% of those will return to the cart to finish the transaction. It's common knowledge. You can use Facebook ads to target cart abandonment and nudge those eager shoppers to finish their orders. They are so close to buying!

Target Abandoned Cart

Numerous studies have shown that this will increase your conversion rate by 25%.

- Use Promotions and Discounts

You may need to push “cold” audiences toward purchasing or subscribing to your product when they become “warm.” It's great that promotions and discounts are a reliable method to stop people from scrolling.

Tip: It is always a good idea to include these costs in your products so that they don’t feel like a major loss on the margins.

Brands typically employ discounts or other promotions (bundles, free shipping, and high-value purchase bonuses, for example) to achieve that crucial first sale. Acquiring a customer is always easier once you've got one, but nurturing the customer requires additional effort.

It's hoped that the Lifetime value is much higher than the 10% off they got that one time.

These sorts of campaigns on Facebook are worth running if you have a great product. Incentives like these might get you a devoted customer in the future if you have a great product. However, do not offer too many freebies. If your customers realize you are giving them too much, they will wait for the next deal. Be intelligent.

- Use Referrals and Giveaways For Lead Gen

Using an ad campaign with a giveaway can generate a lot of lifetime customers. However, if you aren't careful, you'll spend money on leads that are only interested because they want free stuff. Alternatively, a smart giveaway campaign can bring you the following:

  • Cheap quality leads
  • Extreme brand exposure
  • Social validation
  • New customers

Paid advertising isn’t the best way to measure ROAS, as these ads will benefit you greatly in the long run. Take a step back and don’t focus on these metrics.

Look at CPL for cost per lead. You will get a handful of high-quality leads and buyers. Now you have the golden ticket of marketing: emails. (Starting a business and reaching customers already interested is easy with email marketing.)You should use them wisely.


Vyper is a great tool to help you to set up a successful giveaway campaign and grow your ecommerce business (Schwartz, 2017).

Optimize For Your Store’s Objective (and Choose Suitable CTA)

It is common for people to muddle running Facebook ads by boosting a post, optimizing for traffic, or seeking clicks.  By optimizing or sponsoring a post, you can accomplish a lot more than just putting it in front of your current audience.

What objective are you directing them to accomplish?

Creating the proper ad, copy, and targeting is dependent on your decision whether the conversion is a sign-up for email, a phone call, a subscription, a purchase, or something else. Your ad should also have a clear call to action (CTA). If your ad's purpose is to sell a product, you should use 'Shop Now' rather than 'Call Now.'

Additional Resources On Managing Facebook Ads For Ecommerce

You must remain up to date on the rules of the game, because either properly managing your ads or not managing them at all is a choice. We must monitor ads closely to make sure they are performing well.

Having read this post, you will be sufficiently prepared for the PMP exam. However, you must consult high-quality and dependable sources of information to remain current on upcoming developments.

Following are ways to keep on track:

  • Follow Facebook Business regularly: The best way to learn about platform changes is to check Facebook for Business News for recent updates as well as case studies and insights relating to Facebook advertising.
  • Join groups about Facebook ads: You can network and exchange ideas with other Facebook ad users by joining some of the active communities. We've listed some of the must-join Facebook ad groups so you can get started right away.
  • Bookmark Websites About Marketing News: There are plenty of excellent websites that specialize in Facebook advertising tips. From the latest news to in-depth articles and commentary, these websites might transform your marketing life. There are two great resources for eCommerce marketing information: the  Shopify eCommerce marketing blog and  Social Media Today news. You may also visit our blog, as we post fresh content regularly.
  • Connect With/Follow influential marketers on social media: Some marketers are discussing their advertising tactics on their social media accounts. Find your preferred marketers on Twitter, Facebook, or Linkedin and follow them. We won't give you a list of names, but you can follow our founder Jack to get started.
  • Sign up for marketing newsletters: There are a number of newsletters that will dispatch daily marketing news, including Marketing Brew, Stacked Marketer, Daily Carnage, and Buffer Social. Try them out.
  • Attend Webinars: Webinars can help you stay up to date with the latest updates and learn some tricks you might not have known. You can find our YouTube channel for eCommerce acquisition and advertising information.

Subscribing to our tips and strategies at the bottom of this article is always a good idea. Our expert international media buyers are always up to date, and you can get advice straight from the headquarters of unicorn marketing.

It's absolutely fantastic, so don't waste any time!

How to optimize your Facebook Ads for eCommerce

Let's discuss a few more methods to improve Facebook Ads for eCommerce to maximize your ad spend!

  • Take note of the Ad Schedule

You can schedule ads to run on certain days and times when you use a lifetime budget. This is beneficial if most of your customers are in the same time zone. Instead of potentially wasting ad spend when most of your customers are sleeping, you can show the ads to them at the time they’re more likely to be on Facebook.

  • Likes and Shares always count

An ad that doesn’t result in a purchase still has the potential to generate leads by getting people interested and inspiring them to tell their friends about your business. It is alright if your conversions are low but your likes and shares are high. There are still things to fine-tune to improve conversions, of course. However, don't underestimate the impact a like or share might have.

  • Create several design variations of the same Facebook ad

Experimenting with what works best with consumers is one of the most enjoyable aspects of using Facebook Ads for eCommerce. You can create several ad designs that advertise the same products, but for example, one ad might have an orange and white color scheme, and the other might have a red and white color scheme. Using A/B testing, you can determine which ad is more effective. You can then utilize these findings to optimize your future ad creation campaigns.

Time to Hire an eCommerce Facebook Ads Agency?

Studying all that information is a lot to swallow. Once you do, though, setting up Facebook ads will be a cinch. There is a way to combat the ever-expanding advertising landscape if you feel it is too much or takes up too much time. Feel free to contact us if you want to learn more about how to advertise on Facebook for retail. That's exactly what we do!

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