How Can You Run Successful Facebook Ads for Your E-commerce Business

More or less best practices


Getting you started

  • Identify target audience
  • Create business page

Tips and strategies

  • Use dynamic and multi-product ads
  • Create visually attractive posts
  • Announce and promote products
  • Schedule 
  • Engage with customers
  • Run retargeting campaigns
  • Use Pixel
  • Upsell to existing customers
  • Target lookalike audiences 


As a marketer promoting an online store, what are you looking for?

I’ll try first.

You need:

  • More conversions
  • Highly relevant traffic; enough accidental visitors
  • A way to increase sales from past customers.

I know. I nailed it!

But here’s your answer: Facebook Ads.

Facebook has over 1.39 billion monthly active users.

Facebook has the largest number of ecommerce orders from a social media platform.

And Facebook has a typical ROI of 152% from Facebook Ads alone!

Not advertising on this platform is a crime to your business efforts.

But that’s why you’re here, aren’t you?

This blog will take you through everything you need to run successful Facebook Ads, complete with:

  • How to get started with a business profile,
  • And the best strategies and tips to consider when making one.

Without further delay, let’s get right into it!

Getting started with a Facebook Business Profile

This stage focuses on two aspects. Your business profile and the target audience you choose to… well, target.

1. Create a Facebook Business Page

First, to start running Facebook Ads, you need a Business Profile. The process of setting up one is straightforward.

Head on to and click “Create a Page” (shown down below).

You’ll find two options for the type of business you want to choose.

  • Business or Brand
  • Community or Public Figure

Pick your option. From then on, follow the steps that Facebook will take you through.

Even if you perfect your profile right then and there, the process won’t take more than half an hour to complete. 

Here are a few key elements you need to focus on to perfect your business page.

  • A clear profile picture with your brand logo.
  • An eye-catching cover photo that complements your goals and brand.
  • A highly optimized description that communicates what you do and how you can help your potential customers.
  • A memorable and straightforward username that allows customers to get in touch via Facebook Messenger.
  • All relevant contact information for potential customers to reach you.

And with that, you have a Facebook Business Profile!

Onto the next… 

2. Identify Your Target Audience

This one’s a no-brainer.

If you want to sell your product or service, you need to know who needs or wants it. 

What do you want to know about them?

You need to figure out their age, where they live, and their job.

You can use Facebook’s Audience Insights tool to find out more about your customers’ gender, education, relationship status, location, language, Facebook usage, and even what they’ve bought in the past.

Solid tool indeed!

With that out of the way, let’s move on to the main point of this blog.

9 Best Practices and Strategies for Running Successful Facebook Ads for E-Commerce Businesses

If you’re unsure how to go about Facebook Ads, keep reading. This curated list of the best practices and strategies might be what you need to start this journey.

1. Use dynamic and multi-product Facebook Ads.

Have you seen large sites like Amazon retarget you on Facebook or Instagram with offers of the exact products you’ve recently visited?

Guess what? You can do the same on Facebook too! You can remarket and retarget on Facebook just like Amazon does.

Dynamic Product Ads might be the best way for e-commerce businesses to generate ROI. They give brands a chance to bring back initially hesitant customers by showing them personalized Facebook Ads based on what they did on your site.

With Dynamic Product Ads templates, you don’t even have to make ads for every product in your store.

Based on the information you upload on Facebook, the images, product names, prices, and other information will be pulled from your product catalog and used in the template. So if you have a lot of different products, this could be a good idea for you.

Dynamic ads allow you to show single or multiple product ads to customers who have visited your site based on what they looked at, added to their cart, or even bought.

2. Create visually attractive posts

Your e-commerce designs need to be professional and highly visual. It has to reel the audience in with a good mix of eye-catching elements.

In addition to articles and product testimonials, use professional photography that follows these guidelines:

  • Bright, colorful, and eye-catching images.
  • Avoid images that contain Facebook colors (blue and white) to eliminate the risk of your ad blending in with the page.
  • As much as you can, incorporate images of happy people. It reels people in more effectively.

Keep switching between images and videos regularly to allow customers and observers to connect with your brand. And do not forget about Facebook live posts!

With your content assembled and ready, determine the mix.

Typically, you want to follow the 80-20 rule.

80% of posts to inform, educate and entertain—20% to promote your product.

3. Announce and promote products

Do not bombard your people with a sales pitch on your Facebook Ad.

Instead, put your product/service in front of an interested audience and interact with them to generate traffic and sales.

It doesn’t take long to share in-store promotions and include effective calls-to-action that specifically direct your audience beyond engagement.

Like LinkedIn, Facebook for business is for building relationships with a simple formula.

Provide enough value, and people will automatically be open to learning more about your products or services.

4. Engage with your customers

Rule #1 of any social media platform – engage, engage and engage some more! 

That doesn’t change here either.

Often, your customers and audience will post content on social media. With their permission, you should share that content with your community.

As part of a PR campaign, you can also hold giveaways to create a buzz and draw attention to your business. 

People trust customer-generated reviews, so be sure to add them to your ads. There are a lot of posts on the site that are reviews of products by people who have used them.

The bottom line, Facebook engagement is crucial to winning your audience over.

5. Schedule your posts

How often are you posting?

Every day? Multiple times a day?

What kind of content are you posting?

Your audience needs to expect this. Commit to a schedule so your audience knows when and what to expect.

Your posting schedule will change based on how your audience responds.

Be ready to alter your messages now and then, but always set a robust calendar for posting, and make sure to post during peak engagement times, like lunch and dinner.

The weekend is a good slot because people have more time on social media, but there is no ideal time to run a Facebook Ad campaign.

Facebook Insights can help you figure out the best times for your business to post new content, even though posts don’t always appear in order. Consistency and variety are at the heart of good content.

6. Run retargeting campaigns

Why retargeting campaigns, you ask?

According to Wishpond, 72% of online shoppers abandon their carts without completing a purchase.

Without retargeting, only 8% come back to buy the product.

With retargeting, however, that number shoots up to 26%!

Citing the same source as above,

  • 70% of visitors who are retargeted are more likely to convert to your site,
  • And the average CTR is 13x higher than standard ads.

In short, not retargeting costs you valuable conversions, so run those retargeting campaigns, man!

7. Make use of Facebook Pixel.

This is important.

Even if you’re not planning to use Facebook Ads immediately, set up a Facebook Pixel account.

The Pixel is a code snippet that you place on your website. It remarkets and retargets to people who have already visited your site.

It helps build a narrow target audience for future ads. It tracks visitors as they interact with your site and collects the data. 

As soon as you start an ad campaign with Facebook Pixel, you’ll be able to use remarketing and custom audience information to target your ads to people who have already visited your site.

8. Upsell to existing customers

Many businesses try to sell more products to people who already buy from them by segmenting their emails.

The same thing works for Facebook ads!

Selling more products to the people who have already bought and shown interest in you is an effortless way to increase your sales.

It turns out that about 65% of a company’s business comes from people who already know them! And it’s obvious why.

You trust someone who has bought from you before.

You sell a lot more of this than you can with a new customer.

9. Target a Lookalike Audience

You can build a custom target group with a Lookalike Audience.

Lookalike Audience is a group of people who resemble your previous and current buyers. 

Your ads can reach new people who are likely interested in your business because they share some of the same traits as your current customers.

A larger and more detailed customer list = a more accurate lookalike audience.

Lookalike Audience is a solid hack for lead generation.

The chances that the lookalike audience will like your brand and product are very high because you have been successful with your previous and current customers. 

And to reinforce the point, 86% of customers admit that personalization plays a crucial role in influencing their purchase decision soooo… Maybe use it?

Over and out!

If you ever wondered whether Facebook Ads are worth it, they are. They definitely are!

Your ideal ad will vary from what the best are doing, and that’s fine!

You don’t have to follow all 9 tips at the same time. Be flexible enough to mix and match your strategies to see what works best for your business.

Nonetheless, I hope this blog answers your questions on how to start running successful Facebook Ads for your E-commerce business.

If you don’t have the time to do all of this or would like to outsource your Ad efforts to experts, reach out to us, and we’ll be happy to kickstart your Facebook Ad campaign!

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