How to use Facebook ads for e-commerce stores

Andrea Piacquadio
Facebook ads for e-commerce stores - lady with laptop

Once you have an e-commerce store up and running, your next question is going to be how to generate traffic. Facebook offers a quick and easy way to use targeted advertising. Here are some tips on how to use Facebook ads for e-commerce stores like yours.

Love it or hate it, Facebook generates an unprecedented amount of traffic. Recent drop off in traffic numbers has been almost entirely from the teen and tween population, with the adult figures remaining steady. There is still huge potential to get your products in front of the people who are most likely to buy them.

The catch is that so many brands are vying for users’ attention, but these tips will help you on your way.

1. Imagery is everything

We have talked before about the importance of decent photography for e-commerce brands, and this is no less true for your ads. Shoot high-quality images or use apps such as PlaceIt for print on demand products.

Top tips:

  • Use bright eye-catching colours
  • Avoid using colours from the Facebook theme or your ads will disappear into the background
  • Placing smiling people in your ads make people more likely to buy
  • Unless your product is aimed solely at men, try to incorporate women in your ads, as these ads typically perform better

2. Dimensions are crucial

It doesn’t matter how eye-catching your ad is if it’s going to be cut off or ill-fitting in your ad format. Make sure your ad is versatile, so you can repurpose it depending on the ad space you are currently using.

Top tips:

  • Avoid placing images or text right to the edge of your design. A little breathing space will make it look more intentionally designed.
  • Make sure you know the dimensions for Facebook ads before you start designing.

3. Text limits

While most Facebook ads for e-commerce stores will be heavily image-based, you should always bear in mind that Facebook has stringent limits on the amount of text that can be used. Your ad image should include text, but it must cover no more than 20% of the image space or it will be rejected. You can’t work around this so avoid losing precious time by tweaking your design.

Top tips:

  • Think about what needs to be said – your brand name, possibly your tagline, and details of any special offers. Everything should be on your website for people to read when they click-through.
  • Note it is 20% of the image space that is the issue here. If your ad has been rejected, it may be as simple as reducing the font size to make it viable.

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4. Know your customer base

You can go down an endless rabbit hole of ad spending trying to use Facebook ads for your e-commerce store, so precision is key. Build up a profile of your ideal customer and make sure to include their interests as you set up your ad.

Top tips:

  • Be specific – “music” is not as targeted as “blues-rock music”. Drill down until you have a list of interests that is narrow enough to be effective.

5. Follow-up ads

Don’t let potential customers or previous customers be the one that got away! You can use Facebook ads to target those who have previously shopped with you or those who have abandoned a cart.

Top tips:

6. Use what you have

Our final tip is to build on what you know. If you have a thriving e-commerce store and are looking to expand, you can use your existing following to find more like-minded people. Facebook ads also let you create a “lookalike audience” for your ads.

Facebook will analyse your top engagers from your Facebook page and use their data to find more people who will likely want to engage with your brand.

Top tips:

  • This can be a powerful tool in your marketing arsenal, but it is completely reliant on you having a social media presence worth duplicating. If you haven’t been creating content on Facebook, doing so for a few months could give you the data you need to explore lookalike audiences.

Next Steps

For more advice on how to get started with Facebook ads for e-commerce stores, read this Shopify guide.

Marketing costs can make or break an e-commerce business. For a clear idea of your business’ financial outlook and how much you should be spending on marketing, get in touch with our team of e-commerce accountants. We can help you budget for growth and flourish, whatever stage your business is at.

The best time to act is now.

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