6 Essential Ecommerce Facebook Ads Strategies

Rahmi Ozcan, London, UK

With over 1.5 billion daily active users, Facebook offers an excellent opportunity for your e-commerce business to reach new customers. With such a broad user base, you can guarantee that your ideal customers are using the platform.

Facebook consistently changes its algorithm to increase the personalization of its users newsfeeds. It’s become increasingly more challenging to drive organic traffic from the platform. That’s why Facebook ads have become such an essential tool for e-commerce stores. 

Facebook Ads is the perfect platform to expand the reach of your e-commerce store and drive sales. If you aren’t utilizing Facebook Ads already, you’re missing out on one of the most effective paid advertising channels.

However, as with all paid advertising, it’s vital to set up your campaign for success from the outset. Here are five actionable Facebook Ads techniques to boost conversions and increase the ROI of your ad spend.

Install The Facebook Pixel On Your Website


Without tracking your paid ads, you’re throwing your money at the wall and seeing what sticks. It’s easy to squander your budget if you’re targeting the wrong Facebook users.

The Facebook pixel is a small but powerful piece of code that you can install on your website. It helps you to track conversions, optimize your ads, collect data on your target audience, and boost the ROI of your campaigns. The Facebook pixel is integral to targeting users that have interacted with your website but are yet to complete a purchase. 

Even if you are yet to take advantage of Facebook ads, you should install the Facebook pixel on your website. Once installed, the pixel will collect data on your site visitors and help you to build detailed buyer personas. When you start advertising on Facebook, you’ll already have a comprehensive overview of your target customers.

Remarketing Campaigns

Facebook remarketing ads receive 3x more engagement than regular Facebook ads. If a Facebook user has already visited your e-commerce store, the chances of them clicking on your ad and converting are higher than someone who has never interacted with your business before.

Once you’ve installed the Facebook pixel on your website, you can create custom audiences based on the web pages users have visited. For example, if you sell jewellery and you want to target Facebook users interested in necklaces, you can create a custom audience of users that have visited web pages with “necklaces” in the URL.

One of the most potent e-commerce Facebook ads tactics is being able to target users with ads tailored to their interests. By utilizing Facebook remarketing, you can target users with highly personalized and relevant product ads.

Dynamic Product Ads

Relevancy is crucial when it comes to paid ads. The way to increase the relevancy of your ads is to improve your targeting. By linking your e-commerce product catalogue with Facebook and segmenting your products into sets, you can utilize dynamic ads to target users with highly personalised ads. The luxury sunglasses manufacturer 9Five used dynamic ads to achieve a 3.8x return on ad spend. 

Dynamic ads look just like single image, carousel, and collection ads. But instead of creating individual ads for every product that you sell, you create a template, and Facebook automatically uses the images and descriptions from your e-commerce catalogue. 

For example, if a Facebook user has looked at multiple product pages on your website, you can retarget them with a discounted product bundle dynamic ad. You can target shoppers with relevant products and scale your ad creative without creating individual ads for each product in your catalogue. 

There’s a reason why over 7 million businesses use Facebook ads to reach their target audiences.

Lookalike Audiences

Before you can create a lookalike audience, you need to create a custom audience. You can build a custom audience based on your email subscribers, existing customers, website visitors, etc. Custom audiences are essential for targeting your ads and increasing the efficiency of your ad spend. 

When you target a lookalike audience, Facebook identifies users that share similar interests and characteristics to your custom audience. 

The most compelling reason to target a lookalike audience is to find people who are similar to your existing buyers. If you have a customer list, you can upload it to Facebook and create a custom audience of your buyers. From there, you can build a lookalike audience and target people that are most similar to your existing customers.

While a lookalike audience hasn’t interacted with your e-commerce store before, Facebook utilizes its algorithms to find users that are most likely to be interested in your products. 

Multi-Product Ads

Multi-product ads enable you to showcase 3-5 images in a single ad on a Facebook user’s newsfeed. The beauty retailer Jewelscent reduced cost per click by 3x utilizing multi-product ads, while the established brands Target and Shutterfly boosted their conversions and clickthrough rate by 20%

You can utilize multi-product ads to showcase your best selling products. Create a carousel of your three best sellers and target a lookalike audience of your existing customers to increase the chances of clickthroughs and conversions. 

By combining multi-product ads with a custom audience of your existing customers, you can target ads featuring products that are similar to their previous purchases. 

Reward Existing Fans And Customers

Rewarding current customers and fans with exclusive offers and discounts increase the chance of retaining customers, increasing order frequency, and boosting customer lifetime value. 

According to a study by Bain & Company, increasing customer retention by 5% can boost profits by 25-95%. Research also shows that, on average, it costs 5x more to gain a new customer than it does to retain an existing customer. 

If a regular customer hasn’t purchased for a while, you can send a sponsored message in Messenger. Sponsored messages enable you to target existing customers with highly personalized promotions and messaging.

You can also create a custom audience and target your existing customers with exclusive offers, bundle deals, and new products. With your existing customers being the most likely to purchase from you, those Facebook users should be the first you want to tell about any new products you have in stock.


The above techniques are just a handful of ways you can utilize Facebook ads to drive sales, boost ROI, and lower your cost per click. Facebook has the largest audience of any social platform, and Facebook ads offers some fantastic tools to make the most of the platform and drive business performance. There’s a reason why over 7 million businesses use Facebook ads to reach their target audiences.

As with all marketing, in-depth targeting is essential for generating a positive ROI on your campaigns. If you’re struggling to take full advantage of Facebook ads for your e-commerce store, or you’re looking to take your first steps advertising on the platform, get in touch for a free consultation on how Facebook Ads can work for your e-commerce business.