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7 must-use Facebook Ad strategies for e‑commerce marketers

Growth Secrets|23.05.2017

Facebook has 1.28 billion daily active users, making it the most popular social networking site globally. With an average 152% ROI from Facebook advertising, utilising the platform as an e-commerce marketer is a must.

Outlined below are 7 Facebook ad strategies to implement today to help you on your way to increasing e-commerce conversions.

1. Dynamic Product Ads

Dynamic Product Ads have the biggest ROI when it comes to social media ads. They allow you to showcase single or multiple product ads based on customers actions such as viewing a product, adding to cart or even purchasing. It’s also a great opportunity to entice hesitant customers back on to your site by showing them tailored ads based on their activity.

To implement Dynamic Product Ads you do not need to create individual ads for each product. Instead, you are able to use templates that pull images, product names, prices and descriptions based on the product details you upload to Facebook. This is a great timesaver for stores that have an extremely large inventory. 

2. Custom and Lookalike Audiences

Custom audience is a tool that allows you to upload the email addresses of existing customers. Facebook then uses that list to search for accounts using the same email address. This is a great tool for retargeting customers who are already interested in your products. Custom audiences are also editable through the use of filters such as age, location, income and more. Targeting those who are already likely to convert is a great way to invest your budget and minimise wastage. 

Lookalike audiences is another great tool that uses your custom list to find accounts with similar demographics and interests to your existing customers. This is an extremely effective and low-risk strategy that minimises your audience to include only those who are the most likely to purchase from your website. This tool can also be used to increase email leads and the number of likes on your branded Facebook page. 

3. Quality and Captivating

The best-performing Facebook ads are often creative and tailored with a certain audience in mind. It is estimated that users scroll through their newsfeeds 14 times per day and the average time for one Facebook visit is 20 minutes. Although this may sound like a lot of time, in fact, you only have seconds to capture your audience’s attention.  

To ensure you stand out from your competitors, invest your time into creating compelling imagery and video content. Each ad should only have your target audience in mind. At the same time, be sure to make your objectives clear. The last thing you want is a beautifully created ad to fail due to poor communications. 

4. Install a Conversion Tracking Pixel

A Facebook conversion tracking pixel is a small piece of code that monitors users activity on your site. As well as this, Facebook uses that data from the pixel to optimise your ad campaigns and build lookalike audiences. 

Install a conversion tracking pixel on your checkout page and you’ll be able to monitor the actions people take after clicking on one of your ads. To ensure you get the best results install this pixel before you set up your campaigns. This will give Facebook time to learn about the types of customers visiting your store. 

5. Spend Wisely and Analyse Data

Any marketing strategy for Facebook advertising relies on your budget. Inevitably, to get the most out of your campaigns you’ll need to spend that budget. Therefore, before you begin, spend time analysing your current site data and pick out the categories or products that need an additional push. 

Focus your time on boosting best selling products that captivate your audience for instant results. Then invest time and budget into growing new lines or under performers. This will help to counterbalance the price of your investments. Be sure to stay on top of ROI and determine which ads are increasing sales and which ads are falling short. As a result, adjust your audiences, spend, and featured products accordingly.

6. Focus on Mobile

This may come as no surprise but there 1.74 billion Facebook users are active on mobile alone. Therefore, mobile optimisation is a crucial element to the success of any Facebook campaign. Not only do you need to consider ads designed for the mobile screen size but you also need to ensure your landing pages are mobile responsive. For more reasons as to why your store should be mobile read article 10 reasons why your store must be mobile.

7. Be Patient

With any form of paid ads, it can often feel like you’re losing money quickly when you aren’t seeing the results you wanted right away. Initially, you may feel the need to tweak certain things to boost the ads performance, however, in the beginning, data is key. 
It can be tempting but try not to make any rash decisions, like pausing your ads or changing them, wait until you’ve reached over 1000 people. This is a good benchmark when it comes to collecting enough data to draw conclusions from, regardless if they’re making sales yet.


Although the competition amongst Facebook advertisers in high, by strategic implementation and correct use of advertising tools, you will be able to create campaigns that stand out from the rest. Making amendments to your audiences, creating clear and appealing content, and continually monitoring your results, you'll be able to convert more leads and keep customers coming back time and time again. 


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