Facebook Ads For eCommerce

Written by: Devin Schumacher  | September 5, 2021

So, imagine this, you're able to use an advertising tool that can help you target your exact customer based on any imaginable interest or behavior.

More than not, this magical tool is going to save you time and money by constantly optimizing the ideal delivery to get your message read in front of the people who are most likely to become your customers.

Yeah, this tool exists, and apart from a paid advertisement, it's free to use.

This is exactly what you get with Facebook advertising, it's a platform used by millions of businesses all around the world and is perfect for those who are just starting and don't have large budgets.

11 Facebook ad design tips to create an effective ad - 99designs

With eCommerce businesses, Facebook advertising is like gold dust. Anyone with an eCommerce brand can use Facebook to fuel their business growth, as long as they're willing to invest a little bit of time and resources to learn the basics of it.

So, in this guide, we're going to look at what makes Facebook such a popular advertising tool, and why you should use it too.

Then we're going to investigate how you can set up Facebook ads for yourself to run your own and paid advertisements, for finishing off some advanced tips and tricks on how to get the very most out of your Facebook ads.

Why You Should Use Facebook Ads

You Can Micro-Target Your Exact Audience

This is where Facebook ads are in a league of their own.

Facebook ads were the first advertising platforms to really use targeting capabilities. You can target users based on their behaviors demographic age ranges, interests, locations, languages, and even more. You can even go as far as targeting fans of your competitors.

Screenshot of facebook-ads-manager-beginning-interface

What makes these targeting capabilities so impressive is that they go so much further than other platforms. You can even layer them on top of each other and combine them to make sure that no demographic is left out.

In 2021, audience quality is so much more important than size. When using Facebook ads, you want to target people who can become customers of your brand instead it's just random website visitors.

It’s this targeting where Facebook comes of a league of its own, Twitter, Snapchat, and TikTok just don't have these kinds of capabilities for E-commerce businesses.

Incredible Analytics

Almost any number or figure or statistic to do with your Facebook advertisements can be tracked in the analytics section.

There are truly no limits when it comes to the performance of your Facebook ads you won't have to make assumptions or gas anything about what’s working for you and what isn't.

Instead of having to perform calculations to determine your conversion rate another feature of your page, you'll have them right in front of you.

All you have to do is analyze them with you or your team and consider the next steps.

The real value here is that you can adjust your ads based on what is performing well and what isn't.

Remember if you can't measure it, you can't improve it. The best Facebook ads have hundreds, maybe thousands of dollars of testing behind them.

Facebook gives incredible amounts of power to users when it comes to measuring the progress of your ad spend.

It’s Inexpensive

Here is another one of the most common reasons why small businesses turn to Facebook ad campaigns.

Thanks to Facebook's CTR rate increasing year on year businesses are seeing improved returns on their ads. Because of the advanced targeting capabilities outlined above, you can pay the minimal amount to run a Facebook ad and target the exact people who you want to see it.

You might only be spending a small amount of money, but you can reach as many people as you need and ultimately profit from your ad.

The only way you will lose a lot of money is to do the testing. You'll have to test consistently to be successful, there's no way around it.

You're going to find your Facebook ad rarely works on the first try, and it will constantly need to be tweaked.

This is completely normal, and you need to account for this when creating a budget.

Ads Can Be Crafted For Your Objective

Creating an ad on Facebook is super easy. The platform gives you step-by-step guides to make it as straightforward as possible for new users.

Here you can choose the exact type of odd time frame budget an audience that you want to reach.

Even more, the ads are customizable based on your exact objective.

Want to get more website visitors?

Want to get more engagement?

Want to get more sales?

That's no problem, with Facebook ads you can do any of that.

This allows you to have better control over the ads that you create, and use Facebook’s advanced algorithm to be optimizing your ads to deliver the optimum results.

And since all the ads are customizable, you can create something that reflects your brand and will capture the attention of your target audience. Online branding has never been so easy.

It's Easily Scalable

So, we've spoken enough about how great Facebook is for small businesses when they're starting. But that doesn't mean that you can't use it to take your brand loyalty and promotion to the next level.

Facebook ads are here for large businesses, too. When you use their platform, you'll end up reaching more people than you could ever dream of from using organic posts. This makes it easy to scale your Facebook Advertising strategy.

Once you've tested, and found out what converts well, and you're happy with it, then you can keep putting more and more money into it until it doesn't perform the way that it once did.

Not to mention that you can even create duplicate audiences in ads to target other people using proven methods.

You Will Generate Brand Loyalty as You've Never Seen Before

Nowadays, small businesses use Facebook to help followers feel like they belong within the larger community.

The blessing of social media gives businesses the chance to directly speak with customers on a one-to-one basis.

One of the best benefits of Facebook cards is that they give businesses more opportunities to engage with these kinds of audiences. This leads to more growth greater retention rate and eventually, more sales for you both.

Of course, Facebook ads aren't expensive, but that doesn't mean you should underestimate them just because of the price tag. They may take your business to new heights.

Although there is a learning curve, and you can't expect results overnight, you have to stick with it and have a plan. If you do, it may be just the greatest investment you've ever made for your eCommerce business.

Amazing Retargeting

Again, another beauty of Facebook ads is the retargeting ads using the Facebook pixel.

The Facebook pixel is nothing more than a string of code that you put onto your online store provider's platform.

The Facebook pixel then tracks the movements that a customer makes when they are on the website, so it can collect data about the performance of the ad.

Screenshot of Facebook-Pixel

The reason the Facebook pixel is so good is that it allows you to remarket to your target audience that has already seen your product and visited your website but didn't take any action. Find out more about Facebooks Pixel Helper.

Okay, you could imagine that the first time that people see your business on Facebook they probably glance at it and don't pay any real attention.

Maybe you had an interesting ad that piqued their interest, but they just scrolled past without clicking, after all, why would they? You’re only 1 of over 100 businesses that they see every day on Facebook. They don't know you yet and have no real reason to trust you.

This is where retargeting lots can help you.

If you retarget these scene customers, you are much more likely to convert them into website visitors and ultimately customers and brand followers.

How to Setup Facebook Ads

First, Determine Your Goals

Okay, so before you start to think about budgets, and designs, etc, you have to think about what you actually want to achieve. By thinking ahead and setting yourself a couple of goals before going ahead with your odds you actually have something to measure progress against a bit of a sense of direction.

So, for example, you might be looking to increase sales in your eCommerce store. So, you could set yourself a goal of 10 sales in the first two weeks. This also helps you whenever it comes to the objective stage of creating your Facebook campaign but will get into that a little bit later on.

Here are some more examples of goals that you could pick for your Facebook ad:

  • Get more followers
  • More App Downloads
  • Get More Leads
  • More Page Likes

Then, Create Your Facebook Ad Account

Next, we're going to get stuck into setting up the Facebook ad itself.

But before we do that, I want to go over something very important. This is something that knew advertisers with Facebook don't realize.

To create a Facebook ad you need to have:

  1. A Facebook account, a personal profile that you will run the ads through.  
  2. You will need a business page. This is what your prospective customers will see when you display your ads.

For peace of mind, when you're running an ad your customers or target audience will never see your personal profile. There is no way they will know what is linked with the page.

Setting Up Your Facebook Page in Ads Manager

When you get to the ads manager, navigate to the menu on the left-hand side of your home screen. To make your first ad, click the button in the top right corner of your page.

Choose your main objective

This is what we were talking about when we spoke above about the main objective.

When you set out to create a Facebook ad, you'll land on a page where you'll choose the objective of your campaign. There are 15 objectives for you to choose from based on three separate categories.

These three categories are Awareness, Consideration, and Conversion.

Awareness includes:

  • boosting posts
  • promoting pages
  • reaching people near your business
  • increasing brand awareness
  • increasing your reach

Consideration includes:

  • send people to the destination off the Facebook page
  • getting app installs
  • selling tickets for an event
  • getting video views
  • collecting any form of lead

Conversion includes:

  • increasing conversions
  • getting more engagement
  • Promote a product catalog
  • more shop visitors

Setting Up the Audience

screenshot of saved-audience-example

This is the step that will make or break your Facebook ad campaign. The audience that you choose to see your ad is based on the following options.

  • Interests - Facebook examines closely the interests, page likes, activity, and related topics of Facebook users.
  • Behaviors - Facebook examines things like purchase intent, and behavior paired with device usage.
  • Connections - Facebook chooses to show the ad to everybody, not just those who are connected to buffer.
  • Location - including the Facebook users country, state city, address, or even refunding with a mile radius to certain locations
  • Age
  • Gender
  • Languages

Setting Up The Budget

After you select the target audience with who you want to see your ad every day. You need to choose how much you want to spend on it.

screenshot of facebook-ads-daily-vs-lifetime-budgets-choose

Whenever you decide to set your budget, it is important to remember that this represents the maximum amount that you were willing to spend.

You can set your budget to lifetime, or daily

  • A lifetime budget is the maximum that your ad will spend in the entire campaign.
  • A daily budget is the average amount that you'll spend every day.

Creating the Ad

This is where your creativity comes into play. Now you choose the images, videos, text, headline, and where you're out will be displayed on Facebook.

When it comes to text, you can have about 90 characters to share a quick message that will appear above the image under the video.

There are two main ways to create adverts, you can either use an existing post or create a post especially for the ad. We're going to run you through both now.

Creating a New Ad:

If you want to create your ad from a completely blank canvas, then you can do it by creating a new ad.

All you have to do is select the format that you like, and then begin to edit it in the way that you want.

At the moment Facebook offers five dynamic product ads formats:

  • A single image - This allows you to create up to six variations within an ad using one image.
  • A single video
  • Slideshow - You can create a loop with up to 10 images you 9 videos, where you can tell a more immersive story combining videos and images.
  • Carousel ads - where you can create now with two or more scrollable images or videos

When you select the dynamic product ads that you'd like, all you have to do is add in the content you want.

This is really important for making your ad stand out in the Facebook news feed and ensuring that you get as many clicks as you need - especially with Facebook video ads

If you want to create successful Facebook ads, you want your image, video, and text copy to be appealing.

You can find all the recommended video and image specifications on the screen where you can edit your content.

Using an Existing Facebook Post

For some certain types of ads, such as boosting posts you might want to use an existing post that you've already created.

To do this is easy. All you have to do is select the ‘use existing post’ option from the Facebook ads manager.

From here, you can choose which page you would like to select a post from and pick the individual posts that you would like to use as your advert.

Selecting Your Placement

Now the last step involved in creating Facebook out process involves ad placements.

Ad placement defines where your ad will be shown and allows you to choose which locations it will appear in.

These ads may appear on the Facebook mobile news feed, desktop or right column, or a messenger.

This is also where you can set up Instagram apps too if you have an Instagram account with your business, all you have to do is selected from this area and you'll be able to target Instagram posts and Instagram stories.

Facebook always recommends using default placements with the objectives you choose. So, if you're not sure or you're intimidated by this section, then you can just go along with that.

All that's left after this step is to place your order and let your ad go live!

Final Thoughts

In conclusion, then, it's obvious to see why Facebook ads are so popular. Not just for small businesses, but ones who sell millions of dollars of items per year.

It's the advanced targeting, various ad structures, and custom audience features which make it so useful.

Is it the best platform for e-commerce marketing? Well, after all, it depends, but we would say it's highly likely it is.

Will it be the best platform in 5 years? Maybe not. 10 years? Who knows!

Either way, the legacy that Facebook ads have left on e-commerce businesses is monumental.

The best part is - that anyone can benefit from it. As long as they have a Facebook page and something they want to sell!

Thank you so much for reading, and we wish you all the very best of luck with your Facebook campaigns!

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