7 Tried-and-True Facebook Ad Strategies for Ecommerce Stores

By Eric Gruboy
Published 02/17/20

One of the biggest struggles online store managers face is finding effective ways to constantly increase their online store traffic.

You’ll never hear of an ecommerce manager say they don’t need any more conversions, more relevant traffic, or better ways to drive up repeat sales from previous customers.

Social media marketing strategies can have a massive impact on these numbers if you use them to their fullest potential.

Let’s take Facebook, for example.

With 1.62 billion daily active users and an estimated ROI of 152% from Facebook ads, advertising on this social network is an opportunity you shouldn’t pass over.

As you get started, you might feel discouraged by the many online stores targeting your audience. Catching the attention of a large number of visitors is not easy, but with these 7 tested strategies, you will gain more traffic and conversions through Facebook ads.  

1. Install a Conversion Tracking Pixel

The conversion tracking pixel is a small fragment of code that tracks your customers’ behavior and conversions on your site.

The data gathered can also be used to optimize Facebook campaigns and create lookalike audiences to target your ads.

The pixel can be installed on the checkout page to gather different actions related to the customer’s buying process.

It’s best to have it installed long before the first campaign, so Facebook has time to learn more about the consumers who are converting on your site.

2. Run Dynamic Product Ads

With dynamic product ads, you can show indecisive customers ads that are adapted to the activity on your website.

The dynamic ads will display single or multiple product ads to customers based on the products they’ve viewed, added to cart, or purchased the last time they visited your website. It’s an easy-to-use tool that doesn’t require creating ads for every product in your store, but will instead pull the product names, images, pricing and other information from your product catalog uploaded on Facebook and introduce the information in an already created template.      

Steps to get started:

Create your product catalog and then upload it to the Facebook Business Manager.

• You will need to add a custom audience pixel to the header of your site in order to track buying behavior.

• Facebook will require you to make a dynamic template that will automatically fill with the right product information.

• Display Product Ads should then be made within the Power Editor.

3. Run Multi-Product Ads

With multi-product ads from Facebook, you can promote multiple products into an individual ad, giving your customers more wiggle room in making a buying decision.

Another way to use multi-product ads is by displaying the multiple benefits of each product.

These types of ads can increase your click-through-rate (CTR) from 50% to 300%, reduce cost-per-click up to 35%, and result in a better cost per acquisition, according to Adobe.

4. Create Lookalike Audiences to Find More Customers

Lookalike audiences are one of the top-performing target groups, as they’re created based on the characteristics of already existing customers.

With Facebook lookalike audiences, you can find new customers that are similar to your existing customers in terms of interests, demographics, and other characteristics that can predetermine the affinity of your products being sold.

The first step in creating a lookalike audience is to have a base custom audience, or you can start by using data from the conversion-tracking pixel or your Facebook fan base.      

5. General Retargeting Campaigns

On average, 72% of shoppers online abandon their cart before finalizing the purchase, according to Wishpond.

About 8% will actually return to finish the acquisition on their own, leaving you with a massive gap of lost customers.

To get more of them back on your website, you can opt to run retargeting ads in the Power Editor, targeting them with a coupon, a general offer, or even single or multiple product ads.

Retargeting can lead to a 147% higher conversion rate over time, depending on the industry.

The average CTR in retargeted ads is 10 times higher than in standard ads.

6. Learn to Tell Your Brand Story With Ads

While Facebook has extended its features and can now be used for shopping too, it remains primarily a platform for socializing, where people come to connect with other people or companies, rather than shop.

That makes it the perfect place to share your brand story, build relationships with current and prospective customers, and increase your brand awareness.

A very efficient way of telling your brand story is through sets of sequence ads or video ads that communicate your brand message, rather than try to sell your products.

Keep in mind that your message needs to be short, easy to understand, and show potential customers the value you bring to the table.

7. Use Custom Audiences to Solidify Your Customer Relationships

With custom audiences, you can create unique lists of people and then use them in specific campaigns to strengthen their relationship with your brand.

Custom audiences can help you acquire previous customers willing to become Facebook fans, offer your customers relevant discounts and promotions, or give rewards to patrons of your store that consistently spread the message across when it comes to your brand and products.

Whether you’ve tried Facebook Ads before and didn’t get the desired results you expected or you’re unsure how to get started, let Lightwalker.media be your trusted partner to help you implement the right Facebook Ads campaign for your business.

Eric Gruboy
Founder of Lightwalker.media
Eric Gruboy combines a multi-disciplinary approach to digital marketing with hands on experience centered around design.

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