10 Facebook Ad Tactics For eCommerce Businesses

Facebook is a social networking powerhouse.

If you want to be successful at selling your products or services online, you constantly need:

  • More conversions
  • Highly relevant traffic
  • Repeat sales

Facebook provides powerful tools to help you do these three things and more. If you have an ecommerce website or an online store, use the power of Facebook to reach your target customers more effectively and drive them to your online store and convert them to a buyer.

If you’re not sure how to get started with Facebook Advertising, or have just begin looking at it, read on. I have collected the best Facebook strategies for retailers in one convenient place.

  1. Install Conversion Tracking Pixel

A conversion-tracking pixel is a small snippet of code that tracks your customers’ behavior on the site you installed.

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

If you have installed the pixel long before your ad campaign, you will already have some past visitors that you can advertise to. This will also help build a history of behavior you can reference as you build your campaign.

If Facebook hasn’t tracked any conversions on your site yet, they’re going to have difficulty optimizing your campaign for conversions and setting up your audience.

  1. Create Custom Audiences

With Custom Audiences, you can create a unique list of people that you want to target, based on a list of your customers’ emails, Facebook IDs, or phone numbers.

Custom Audiences work especially well for warm traffic:

Custom Audiences allows you to reach out to your existing customer base and give them a call to action. It might be to sign up for your email list, attend a webinar, or check out a blog post.

Just upload your customer list to the Custom Audience Tool and target them with relevant ads.

  1. Use Multi-Product Ads

Facebook Multi-Product Ads give you the ability to use a single ad to show more than one product or service, or feature more than one benefit of the product, and give you more options to choose from.

Multi-product ads can be set up easily in the Power Editor.

  1. Run Retargeting Campaigns For Warm Traffic

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

And the average CTR (Click Through Rate) for retargeted ads is 10x higher than standard display ads.

You can run retargeting campaigns via the Power Editor and target your visitors with lead magnet offers, coupons, content, and more.

  1. Find New Customers With Lookalike Audiences

Lookalike audiences help you find new customers based on the characteristics of your past customers.

If you create a Lookalike Audience, Facebook finds more people who are similar to your existing customers, which also improves the likelihood that they will be interested in your products, as well.

To create a Lookalike Audience, you need a Custom Audience to base it on. If you found a particular audience working in your ads, create a lookalike based on that. Or you might build one based on your website visitors. Or your Facebook fans.

  1. Optimize Your Store for Facebook Engagement

Optimize your ecommerce store for maximum Facebook engagement (Likes, Comments, Shares).

  • Offer sign up via Facebook.
  • Make sure your store’s product pages have social media sharing widgets.
  • Add the Facebook comments widget to your product pages so that the user comments are visible on their Facebook profiles as well.
  1. Use Facebook for Customer Support

Why not move your customer support to your Facebook page? Ask users to rate your product, share their product feedback, post compliments/complaints and concerns to your Facebook page, or contact you via Facebook Messenger. Actively respond to customer comments and messages, so your customers can see that you care.

  1. Boost Sales With Contests and Special Offers

Facebook users love contests and discount deals. Almost 35% of Facebook users “Like” business pages so they can participate in contests. Ask questions and use “Like for Yes, Comment for No” type techniques for feedback. Or use the popular “Comment [a keyword], I will send you a [Lead Magnet]. Simple, fun activities like this can boost your customer engagement significantly.

  1. Offer an Incentive to Click on Your Ad

Catching a user’s attention can be a challenge, because so many stores advertise their products on Facebook.

One way to overcome it is by offering an incentive or a Lead Magnet to encourage customers to click.

Here are few suggestions:

Offer a Time Limited Promotion. Customers like to procrastinate on making a decision whether to take action or not. Not because they don’t like your offer: everyone loves a good deal. But they also hate to miss out; more people will act on a deal with an expiration date or a limited supply.

Push a user into action with words that create a sense of urgency:

  • limited time only
  • hurry,
  • last chance,
  • today only,
  • clearance,
  • don’t miss out,
  • offer expires,
  • prices going up.
  1. Test different call-to-action buttons

The ‘Shop Now’ button does work well, but testing other Call-to-Action messages can improve conversions. Segment your audience based on which stage of the buying cycle they are in.

For warm audiences that have already heard about you, and hot audiences that are regular buyers, the ‘Shop Now’ button might get you the best results because they already know your brand.

However, if they are cold audiences that don’t know about your brand, test something a bit gentler at the same time, like ‘Learn More’ or “Check out Offer”.

The key is to test different CTA buttons and see which one gets you the best results.


Facebook ads work.

Like with any other social network, the success of Facebook ads is determined by user engagement. The more closely you engage your audience through high-quality visual content, the more effectively you can move them to action. But remember that your ultimate goal is to convince users from your Facebook page to click through to your store, where you can convert them into buyers or subscribers.

Like and share this article, and enter your tips and ideas in the comment section.

Related articles:

Best Facebook Targeting Strategies

Retargeting for cold, warm, and hot traffic

facebook ad tactics infographic

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