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10 Tips for Creating High-Converting Facebook Ads for Your eCommerce Store

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What You Need to Know

  • What are Facebook ads?
  • What’s the difference between Facebook ads and Google ads?
  • The benefits of using Facebook ads for an eCommerce business
  • What are the types of Facebook ad formats?
  • 10 tips for creating high-converting Facebook ads for your eCommerce shop


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Which type of paid media are you using to boost your eCommerce sales? Whether you’ve built your online store with Shopify, WordPress, WooCommerce, or BigCommerce, paid ads can help you drive more brand awareness and sales. Unsurprisingly, Facebook ads are one of the top choices for eCommerce store owners looking to achieve these goals. Let’s discuss the key benefits of Facebook ads and learn how to design them for maximum conversions.

What are Facebook ads?

Facebook ads are paid marketing messages that businesses place on Facebook to communicate with potential and current customers. Facebook is one of the most popular paid-ad platforms eCommerce merchants use to showcase their brand, products, and services to their target audiences. 

What’s the difference between Facebook ads and Google ads?

Facebook and Google are the two most popular paid-ad types for businesses today. Although they’re both run on a pay-per-click (PPC) basis, their differing formats and platforms are used to achieve different objectives. Facebook ads are run on the social media platform, and are meant for businesses that want to increase their brand awareness and reach more potential customers. Google ads are displayed in search results, and are targeted at users who are already looking to purchase something specific. Facebook ads are primarily based on audience demographics and characteristics, whereas Google ads are displayed based on a user’s keyword intent. 

The benefits of using Facebook ads for an eCommerce business

Why do so many eCommerce merchants use Facebook as their preferred paid-ad platform? Here are a few key reasons:

  • It has the highest retail ROAS for any social platform. Based on Statista’s research, 41% of surveyed marketers said that Facebook gave them the best return on ad spend. These results make Facebook the top social media platform for paid marketing.
  • It offers multiple ad types. Facebook offers a variety of ad formats, which allow eCommerce business owners to experiment. When you run ads with different layouts and content types, you can see which one performs best for your specific audience and optimize accordingly in the future. 
  • It allows you to set specific business goals. Facebook offers different ad objectives based on your customer journey. For example, you can choose to prioritize things like increasing traffic to your website or generating more leads. Selecting one of these objectives means that Facebook will optimize the ad delivery for this goal, and that you’ll be able to easily track the progress.
  • It gives you access to a huge audience. With more than 2.7 billion active users, Facebook gives businesses access to one of the largest digital audiences available today. Plus, since it acquired Instagram in 2012—which now has over a billion users itself—the social media giant has built out its ad tools to give brands easy access to users on both platforms. 
  • It provides effective A/B testing tools for performance improvement. Facebook offers A/B testing tools to allow marketers to identify top-performing ad variants in order to maximize conversions. It’s an easy and effective way to make the most of your ad dollars.
  • It allows you to do convenient audience targeting/exclusion. Not only can you select a specific audience you want to target, but you can also choose audience segments you don’t want your ads shown to. 
  • It makes ad forecasting and performance estimation easy. With Facebook’s daily forecasting and “Estimated Daily Results” options, it’s easier for marketers to estimate the results they’re likely to receive based on their specific budget.

What are the types of Facebook ad formats?

There are currently five different Facebook ads formats that eCommerce owners can use. Based on your campaign goals and desired results, you can choose from the following:

  • Image-based ads. Most merchants use images of their product in this basic ad type. Facebook recommends uploading JPG or PNG files for best results. And since your ads will be shown on desktop, tablets, and mobile phones, you should use the recommended ratios for the different placements and preview them in Ads Manager before publishing.
  • Video ads. Video ads are becoming increasingly popular because they’re typically highly effective. Facebook video ads auto-play, so the movement can more easily catch a user’s eye and hold their attention.
  • Carousel ads. This ad type allows you to display up to 10 images or videos in a single ad, each with individual links. That means you can showcase different colors or styles of one product, a product collection, or images of the same product being worn or used in different scenarios. 
  • Instant Experiences. These ads provide a full-screen experience that opens when a user taps it on their mobile device. Users who tap generally have a higher intent than those who just scroll past, which means these ad types have the potential for high conversion rates. Plus, the dynamic experience these ads provide gives merchants the chance to impress shoppers and draw them in to learn more about their brand.
  • Collection ads. Collection ads feature multiple products. When a user interacts with one, they open up in a similar way to Instant Experiences. As an eCommerce seller, this type of ad will help your shoppers discover, browse, and purchase your products in a more streamlined and engaging way.

10 tips for creating high-converting Facebook ads for your eCommerce shop

10 Tips for Creating High-Converting Facebook Ads for Your eCommerce Store

Now that you know the basics, let’s discuss how you can create high-converting Facebook ads for your own business.

#1. Use a Facebook Pixel for retargeting

A Facebook Pixel is a snippet of code you add to your store’s website to track user behavior and engagement there. A Pixel can give you data that will help you optimize future ads for conversions. For example, you can use one to show ads to users who have interacted with your brand in the past and encourage them to return to your site and place an order. A Facebook Pixel works similarly to cookies, which let you retarget people who have been to your site before. 

#2. Customize the “Interests” field to improve targeting

Take advantage of this category when building your Facebook ad audiences. It allows you to select different interests you want people who view your ads to have. For example, a brand that sells hiking gear might choose to show their ads to people who have shown an interest in mountain biking and camping. The likelihood that people who enjoy these two activities will also be interested in hiking gear is high. It’s just another way to make your ad targeting even more specific in order to increase conversions. 

#3. Run retargeting campaigns

One effective way to optimize your ad spend is to show ads to people who are already familiar with your brand and may have even purchased from you before. These are known as retargeting ads. They can be used to notify past customers of a new product launch, offer exclusive deals to frequent buyers, or recommend related products to people who have viewed or purchased something from you recently. Retargeting ads can help you win repeat business and increase lifetime customer value.

#4. Reach new prospects with custom/Lookalike audiences

These types of ad audiences allow eCommerce marketers to reach new people who are similar to their target audience. One popular way to build a Lookalike audience is to gather data about people who have visited your website before through a Facebook Pixel. Then, you can create a new ad that targets users who have similar characteristics to those who have already expressed interest in your brand. As you can imagine, conversion rates for Lookalike audiences are likely to be high.

#5. Use visually appealing images for your ads

In order to get a social media user to stop scrolling and engage with your ad, it needs to be visually appealing. Choose images and videos that are eye-catching and compelling. Make sure to use the right image ratio so they don’t appear grainy or distorted on different devices. And of course, you should always A/B test your ad creative; you never know which subtle differences may make your audience respond to one image or video over another. 

#6. Design a specific landing page(s) for your Facebook ads

Deciding where to direct users who click on your ads is an important choice. While it’s common to send them directly to your website, it’s not always the most effective option. Users might feel overwhelmed or lose interest when they arrive and have no direction. 

Instead, consider creating a more streamlined online customer journey by linking your ads to specific landing pages. For instance: If you’re trying to gather lead information, create a landing page with a quick and easy form that allows you to collect it. Don’t make users have to comb through your website to find what your ad promised or talked about. Take them directly to a landing page with the information they’re looking for. 

#7. Split test your ads

As mentioned earlier, Facebook allows advertisers to run A/B tests to discover which type of content performs the best. The most important thing to remember when split testing is to only test one element at a time. Keep everything the same in both versions except the CTA, or the image, or the copy. Run both versions of the ad to see which performs better, and then you can combine all the winning elements into one highly effective, high-converting ad.

#8. Use video ads to grab user attention

Research shows that 84% of consumers have been convinced to buy a product after watching a branded video. Of course, a video has to be well-made and captivating to inspire viewers to purchase. Many brands have luck with videos that show people enjoying their product, or with demo videos that show people how to use their product. Whatever format you choose, make sure to keep it brief! The average digital attention span today is less than 10 seconds.

#9. Be clear about your value proposition and call to action

When a user pauses to read or view your ad, you have a very short amount of time with them. That’s why it’s crucial to be clear and concise with your copy and/or audio. Lay out your value proposition right away, and make it obvious what action you want users to take next. Try to use action phrases like “Sign up” or “Get started” to encourage viewers to interact with your ad. 

#10. Boost posts that have already earned high engagement

Have a post on your brand’s Facebook page that performed well? Facebook allows you to boost this type of organic content so you can reach an even wider audience than just those who already like or follow your page. It’s a great way to have content that you’ve already created continue working for you.

Kickstart your business’s growth

If you’re looking to spread the word about your online store, running paid ads on Facebook is an effective option. Follow the tips above to create ads that will drive traffic and conversions for your brand. And if you’re looking for other ways to grow your online business, check out Shypyard. It helps you track your ad results, sales, inventory, and even accounting all within one platform. By getting informed analysis on your ads and sales performance, you’ll be able to spend less while achieving higher ROI for your paid ads. Integrate it with the eCommerce platform you use to start streamlining your business today!

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