eCommerce Facebook Ads – best strategies

As we know, each business has its own rules. However, there are some proven practices that will help you reach a wider audience and get more conversions for your store. One action is driven by the other, so it is important that the funnel has every necessary stage. If you run your eCommerce business, you know how difficult it is to reach the right audience. Without dedicated tools that the competition already uses, it becomes almost impossible. Today we will analyse Facebook is one of the main sources of eCommerce traffic. Let’s check how to create ecommerce facebook ads campaigns. Practically and on the subject, I will describe campaigns that, from the perspective of our previous experience of working with dozens of clients from various industries, will be best for your business.

First things first – a marketing funnel

The basis of all activities within the campaign is building a marketing funnel strategy. A well-designed structure will lead your recipients – from the first meeting with the brand, through arousing interest, to conversion and loyalty. Detailed analyses will also show you at what stage of the funnel your recipients usually give up. Perhaps the element of surprise was missing between the first and the last stage of the funnel?

If you want to learn how to create content on social media, see here

Which eCommerce facebook ads

campaign to choose?

As we know, each business has its own rules. However, there are some proven practices that will help you reach a wider audience and get more conversions for your store. One action is driven by the other, so it is important that the funnel has every necessary stage.

1. Activity

Acting according to the marketing funnel, the first thing you can do is acquire new recipients – that is, the moment of the first meeting of the user with your brand.

For this purpose, activity and traffic campaigns will work best.

With proper targeting, you will let your future customers know you. Here you can more or less expand and narrow your target group. Although this campaign does not bring direct revenues (ultimately) – it significantly contributes to increasing them in the next stages of the funnel – in remarketing. PS do not follow the estimation presented on the right – as a rule, it is not reflected in practice.

2. Conversion

Another campaign that I recommend for eCommerce is a campaign type aimed directly at acquiring conversions. One of the simplest divisions in our case is the division into specific product categories – and then their appropriate setting in the campaign.

The above example presents a campaign distinguishing only the category: underwear. With the right settings, we are able to get a COS of 6% in just 30 days. And that’s just one campaign.

You can create these types of campaigns by testing, among others:

various targeting options: interests / age
different placement options: Instagram / Facebook / all
remarketing audience targeting
targeting new audiences (cold move)
using various formats – post, carousel, collection
promoting specific products / categories / the entire range
optimization for purchase / checkout / add to cart

It is important that all tests are preceded by a deeper analysis.

3. Product Catalogue – remarketing

This is the type of ecommerce facebook ads campaign that takes the “harvest” of your hard work in the previous stages of the funnel. With a well-configured dynamic remarketing, you are able to present to remarketing users exactly the products they have viewed before, or – which are already in their cart! This form of recall brings really fruitful results.

In this case, we also have a lot of options for settings and tests. Remarketing works well in the case of 3 – 7 days after the first user interaction with the website, thanks to which it manages to “close” 50% more transactions than in the case of lead campaigns. It is worth returning to such a customer with an interesting offer – for example, a 5% discount on an “abandoned cart”. The richer remarketing you have, the lower the costs of your campaigns will be.

However, there is an important point that many ignore – the first stage of the funnel. Each limit is used up sometime, which is why gaining new traffic to the website (campaigns for activity / traffic) is so important for your business. It is these recipients that go to the remarketing directory. In order not to “hit the wall” you should regularly acquire new recipients, changing the way – for example, the interests of recipients – from time to time. Try to reach a whole new audience.

How to strengthen the eCommerce facebook ads funnel?

Above I have presented the most important Facebook Ads campaigns from the eCommerce point of view. However, it is often the case that this is not enough or the audience just “gets lost” along the way. How else can you enrich your remarketing funnel?

Examples of other campaigns with which I strengthen the funnel

Facebook campaigns activity – to remarketing users

Most often I use blog entries, information about a promotion or an announcement of new products that appear in the store. This is a good way to be reminded of things like this. who have not been on your site for a long time. By providing your audience with useful content, you show that they too are important to you. Customers then establish a relationship with you and return to your store.

Facebook campaigns for activity

This way you can show the users of your website that you are also active on Facebook. Thanks to this, they will be up to date with news from you, and you will build a valuable community and trust. It is also another option to reach completely new users who do not know about you yet.

Product catalogue – aimed at cold traffic

By directing the catalogue to new recipients, you give the algorithms a chance to reach users you have not thought about before! I know from experience that in addition to building the brand image, these campaigns often also bring the expected profits.

In this case, you also have different setting options:

• targeting new users
• targeting lookalike users
• opting for algorithm optimization

There are many possible combinations of campaigns, and the tests depend only on your creativity and budget. There is no golden advice, even for the same industries. Constant trials are the basis. Thanks to systematic work, optimizations and analyses, you will develop the perfect model for your store and boos revenue from this channel.