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Facebook Ads for eCommerce – 11 Clever Hacks to Increase Sales

Social media marketing is no longer as simple as it used to be. With Facebook constantly tweaking its algorithms to fine-tune what its users see on their feeds, businesses are struggling to organically reach the right audience.  
Call it what you may, but it’s essentially a clever tactic to force marketers to pay to market their products and services. 
If you want to use Facebook to increase your sales, you’ll have to resort to using Facebook Ads. This means that you’ll spend your marketing budget on ads that won’t probably convert into sales.
We used the word “probably” here for a reason. That is because if used properly, you can drive targeted traffic to a site without flushing your marketing budget down the drain. 
Keeping this in mind, we’ll share with you 21 clever hacks to help you increase your eCommerce business sales with Facebook Ads. We’ll tell you exactly how we at Think Orion make our Facebook ads the absolute best that they can be.
So without any further ado, let’s get started…

11 Strategies & Tips for Increasing eCommerce Sales with Facebook Ads

1. Use enticing images in your ads to grab user attention
2. Use Facebook Pixel on your website
3. Use Facebook’s interests field to laser target your audience
4. Gain new customers with Custom Audiences
5. Gain new customers with Lookalike Audiences
6. Tackle cart abandonment issues
7. Upsell to your current customers
8. Build & run referral programs with Facebook Ads
9. Host contests with Facebook Ads
10. Create an offer on Facebook
11. Showcase your product gallery on Facebook

1. Use enticing images in your ads to grab user attention

The most important aspect of running Facebook Ads is to use high-quality images.
You yourself wouldn’t think a product is legit if the image of it is pixelated or poorly designed. 
When deciding which image to use in your Facebook Ads, make sure to run it through the checklist below:

  • The image has bright and eye-catching colors.
  • The image is not blue or white that can blend into Facebook’s own theme and go unnoticed.
  • Make sure you’re using images of real, happy people using your product. The image of a woman showcasing your product will perform better. 
  • The size of the image is proper for the ad type you’ve chosen.

Check out this vibrant and eye-catching Ad image of Propel Campaign featuring the work of Erik Marinovich:

If you pay close attention, the message in the promotional image is clear. The colors are vibrant too and product placement is on point. 
Since Facebook users tend to scroll quickly through their feeds, you must use an image that will grab user attention.
While images are more than enough for grabbing user attention, using power-words or numbers can also make users linger on your Ads.
Since Facebook lets you use only 20% of the total Ad space for text, you need to get creative with your Ad taglines. 
Showing images of people who are satisfied with your product in your ads can entice people to click on your ads. As long as you use images of happy people, your ads should get positive traction.
Oh and one more thing. 
When targeting your male audience, use an image of a woman and vice versa.

2. Use Facebook Pixel on your website

So what is a Facebook Pixel?
Well, the Facebook Pixel is a piece of code that allows you to measure the effectiveness of your advertising efforts by understanding the actions people take on your website. 
The Pixel code is installed on your website and allows you to make sure that your ads are shown to the right people, drive more sales and help you measure the results of your ads.

When using Pixel to share events log with Facebook, it is also a good idea to use Facebook’s Conversions API. The API works alongside Pixel to help you enhance the performance and measurement of your Facebook ad campaigns.
To create and use Facebook Pixel on your website, here’s what you need to do:

  1. To get started, visit Facebook Events Manager.
  1. Click the icon to Connect data sources and then select Web.
  2. After that, select Facebook Pixel and click on Connect.
  3. Next, give your Pixel a name.
  4. Enter the URL of your website to check if there are easy setup options available for your website.
  5. Next, click on Continue.

Once you’ve created a Facebook Pixel, it’s time to install the Facebook Pixel code on your website. To do this, we suggest going with the manual approach. 
Follow these easy steps to finish setting up Facebook Pixel on your website:

  1. Visit Facebook Events Manager.
  2. Choose the pixel you created earlier that you want to set up.
  3. Next, click on Continue pixel setup.
  4. Now select the option that says: Install code manually.
  5. Now, copy the pixel base code.
  6. Head over to the header of your website or look up the header template in your web platform or CMS.
  7. After that, simply paste the code at the bottom of the header section on your website, above the closing head tag.
  8. Next, click on Continue.
  9. Finally, to add events, use the Event setup tool or manually add code to your website.

That’s it. Now you can use Facebook Pixel to track events on your website. Facebook will now be able to see all the user interactions related to your ad targeting.

3. Use Facebook’s interests field to laser target your audience

When selling any product online, it is important to find the right audience.
If you target the wrong audience, it’ll be really hard for you to drive sales.
Facebook Ads make it really easy to find the right people who are interested in your product. By using the “Interests” field, you’ll be able to market your product to the right people.

Say you own a gym wear business. You’d want athletes and fitness fanatics to find your products.
After entering an interest, for example, “gym wear”, you’ll be able to see different categories and pages that may be most relevant to your audience.
When using the interested field, make sure to really narrow things down. You don’t want to give Facebook a broad interest to play with.
For example, if instead of providing “gym wear” as your interest input, you type in “athletic goods”, Facebook will target people who may be interested in bicycles, surfboards, etc – things that you don’t sell. 
By narrowing down interests and combining multiple interests together, you’ll be able to target just the right audience. Being specific will help you drive the best results for your Facebook ads for eCommerce.

4. Gain new customers with Custom Audiences

Wanna know a daunting fact?
Brace yourself for this…
Around 98% of all website visitors won’t make any purchase on their first visit. Very few people purchase right away.
This is completely normal. Don’t worry.
Despite running the perfect Facebook Ad, targeting the perfect audience, most people won’t buy on their first visit.
But the opportunity to convince the visitors who came and left your website to make a purchase is not gone.
Again, Facebook Ads come to the rescue.
If someone visited your website and left without making a purchase, there is a chance that they’ll buy on their next visit since they showed interest in your product on their first visit. 
By using custom audiences, you can convert lost visitors into buyers.

When creating custom audiences, make sure to exclude people who are already customers. Remember, you want new customers to make a purchase.

Once you’ve targeted those visitors who visited your website but didn’t make a purchase yet, you can use a custom audience to run custom ads for them only.
You can offer a small discount or some freebie to really get them to make a purchase. Make sure to make your campaign available for a limited time only to build anticipation. If done properly, you’ll notice a significant boost in your conversion rates.

5. Gain new customers with Lookalike Audiences

Previously we looked at how you can use Facebook’s custom audience feature to find ideal customers. Now we’re going to play smartly. 
No hard work. We promise. 
Within Facebook Ads, you can find a feature called “Lookalike Audiences”.

With the Lookalike Audiences option, you can market your product to customers who resemble your previous buyers.
To be able to find new customers who are ideal for your business, your list of existing customers should be detailed and accurate. You should add recurring customers who are loyal to your brand to your list.
A lookalike audience allows Facebook to market your product to great leads who’ll love purchasing your product.
You’ll just need to customize your content for your lookalike audience and Facebook will take care of the rest.

6. Tackle cart abandonment issues

Previously, we tackled the issue of people visiting your website but leaving without making any purchases. Now, we’ll tackle the issue of cart abandonment.
Well, we’ll come up with another remarketing tactic that’ll convince those customers who visited your websites, added a product to their cart but left without making a purchase. 
Now you must be thinking, why even bother focusing on resolving cart abandonment issues.
Well, based on statistics, 70% of all website visitors leave their carts without making a purchase. That’s a significant number.
Since the people who added your product to their cart did consider purchasing your product, it’ll take just a little bit of convincing to get them to make a purchase.
A simple ad reminding your customers to check back on their cart can get them to consider purchasing your product. Your ad should show them exactly what they left in their cart along with the link to complete their purchase. Using countdown timers can also help. 
Here’s a retargeting example from Swag Jewelers: 

Notice how they addressed the customer by using their name, showed them related products, and even offered a 5% discount.
When retargeting customers with this approach, keep in mind that it will be easier to convert a customer who abandoned a cart a day ago than a customer who abandoned their cart a week ago.

7. Upsell to your current customers

So what does upsell mean?
Upselling is a marketing technique where you’d invite a customer to purchase a more expensive item to generate more revenue. Although it’s primarily about generating more revenue, it is also great for exposing your customers to other options that they didn’t consider purchasing before. 
Since people liked your products enough to purchase from you, it’s a great opportunity to upsell them. After all, they trust your brand.
Did you know that businesses make 65% of all their sales from existing customers?
To amp up your sales, you can run upselling ads to convince your loyal customers to buy more products from you.

8. Build & run referral programs with Facebook Ads

Facebook Ad marketing is the most effective way to gain new customers for your business. However, they can be expensive.
But there is a way through which you can save a bit on your marketing budget and still acquire new customers.
We’re talking about running referral programs with Facebook Ads.
Hear us out…
You already ran your first Facebook Ads marketing campaign and gained quite a sizable customer base. In the next phase, you don’t have to run Facebook Ads to acquire new customers. Instead, what you can do is run referral program ads to existing customers.
What is a customer referral program you ask?
Well, referral programs basically incentives existing customers to spread the word about your product. For every new customer that your referrals send your way and if they make a purchase, your referrals earn a sales commission.
You can run attractive Ads about your referral program and entice your existing customers to market your product in exchange for a referral commission. 
Offering a cash incentive works the best when running referral programs. 
With Facebook Ads, not only can you acquire new customers, but also convert them into loyal advocates of your brand.

9. Host contests with Facebook Ads

Contests are always a great way to drive more sales.
People love the idea of winning something for free.
Here’s an example of a Facebook contest by Absolut.

If you offer something as outrageous as a free ticket to Coachella, who wouldn’t wanna enter your contest. 
But let’s be realistic, not every business can offer something so expensive.
Here is another, more reasonable Facebook contest example:

In this Facebook contest Ad, Mason cash is offering mixing bowls for free worth £115.

Notice how they mentioned the worth of the bowls to make things interesting. Using a dollar amount can make the contest more enticing.
There are two benefits to running Facebook Ads:
1. Customers spread the word about your product to enter the contest.
2. Customers purchase a product to enter the contest. 
Running contests on Facebook can really benefit your business.
Before running contests, make sure to read and comply with Facebook contest rules to avoid getting banned.

10. Create an offer on Facebook

Facebook Offers used to be free, however, now you’ll have to pay for your offers to be advertised. Regardless of that, they’re great for offering limited-time deals to your customers.
Why do we think they’re great?
Well because they’re great for driving traffic to your website. In order to redeem your offer, your Facebook page visitors will have to visit your website. Once they visit your eCommerce website, they’re bound to make a purchase. 
Here’s how to create a Facebook Offer:
To create an offer, you’ll first need a Facebook Page. Make sure you have one for your business before starting.

  1. Visit your Facebook page.
  2. Click on Offer which should be right next to Create.
  3. Next, click on Create Offer.
  4. After that, describe your offer. You can add a title, description, and expiration date for your offer.
  5. Now, add photos for your offer and decide whether people can redeem your offer online or in-store. If you feel extra fancy, you can even add promo codes or terms and conditions to make things seem more professional.
  6. Lastly, click on Create Offer.

Here’s how your offer will look like when you’re done:

To be able to market your offer, you’ll need to promote it. This means you’ll have to pay Facebook for it. Otherwise, the offer will simply be posted to your page timeline and won’t be that effective.

11. Showcase your product gallery on Facebook

Facebook is not only a social platform, but it is also a marketplace. Instead of getting your Facebook page visitors to visit your website to purchase your products, you can directly showcase all your products to your target audience on Facebook. 
A Facebook product catalog looks something like this:

You can display all your products and their prices and add buy now buttons for each product you want to sell.
This is super convenient since your audience wouldn’t have to leave Facebook to purchase your products. This approach is ideal for targeting impulsive buyers. 
Managing your products on your online store on Facebook is easy and you can make changes to your product catalog and prices in real-time.
So there you have it. These were our 11 clever hacks to amp up your Facebook Ads game. Give these a try and you’ll notice a significant boost in your online sales.

9 Facebook Ads Campaign Types To Boost Your Sales

By now, you know how to create amazing Facebook Ads that are bound to drive more sales for your eCommerce business. 

Now we’ll look at the best Facebook Ads campaigns for eCommerce businesses. Campaigns are super important when it comes to running ads. 

By implementing the right campaign type, you will be able to reach every potential shopper and nurture them throughout their buying journey. 

1. Dynamic Facebook Ads

2. Instant Experience Facebook Ads

3. Lead Facebook Ads

4. Carousel Facebook Ads

5. Offer Facebook Ads

6. Collection Facebook Ads

7. Video Facebook Ads

8. Domain Facebook Ads

9. Messenger Facebook Ads

1. Dynamic Facebook Ads

Facebook dynamic ads are a great retargeting campaign opportunity. Dynamic ads can target potential shoppers based on their eCommerce shopping history and behavior.
So, let’s say you browsed for shoes on Facebook, you’ll see other brands selling shoes.

2. Instant Experience Facebook Ads

Instant Experience ads or Canvas Ads are great for utilizing Facebook’s Instant Experiences. It basically enables advertisers to run full-screen ads. These types of ads are ideal when you need a lot of ad real estate to add a lengthy product description.

3. Lead Facebook Ads

As the name suggests, Facebook Lead Ads are great for generating leads for your product or services. 
If you want people to join your mailing list or want them to sign up for a contest or subscription, the Facebook lead campaign type can be super effective for you.
With lead ads, you can run customizable forms through which people can sign up – filling up your leads pool.

4. Carousel Facebook Ads

Carousel ads let you display more than one image or video in a single ad. Each advertisement can have its own headline, description, and call to action (CTA).
Carousel ads give you the versatility to show multiple products in a single Facebook ad. You can showcase up to 8 products for the ad price of just one. 
Carousel ads also perform a lot better than other Facebook ad types. Here is an example of a Facebook Carousel ad.

To drive maximum sales from your carousel ads campaign, your product images need to be appealing to grab the attention of your visitors.

5. Offer Facebook Ads

Facebook Offer ads are easy to create,  customizable, and ensure that you can quickly create promotional ads to market your product offers.
Here’s how Offer Facebook Ads look like:

6. Collection Facebook Ads

Facebook Collection ad format lets you feature a primary product video or image, accompanied by three smaller images below in a grid layout. 
Visitors who tap on your collection ad will be seamlessly taken to a visual post-click experience powered by Facebook Instant Experience. Visitors will not even need to leave Facebook.

7. Video Facebook Ads

Videos perform better than images and texts. That’s just facts.
Facebook video ads can drive more organic traffic than other ad types. With that being said, Facebook video ads only perform great when they have social media hype and appeal to your audience.
Now, don’t think you’ll have to hire a professional video editor to create your videos. Even a video shot from your smartphone will do just fine. As long as it is appealing to your audience, you should have no issues driving sales. 

8. Domain Facebook Ads

Domain ads or page post link ads are great when you directly want a visitor to visit your website from your social media campaigns. With domain ads, you can acquire new potential customers and get them to visit a specific product page on your website. 
When running this sort of ad campaign, make sure that your Facebook ad copy is on-point. After all, you want to create an awesome first impression.
Here’s an example of Domain Facebook Ads.

9. Messenger Facebook Ads

1.3 billion people use Messenger every month. That is a huge number, to say the least. Using Messenger ads allows Facebook to place ads that are most likely to drive results for your campaign at the lowest possible cost.
When using Messenger ads, your targeted customers will see your ads in the Chats tab in their Messenger app. Tapping on the ad will open up a detailed view of the ad within the messenger app with a CTA. Clicking on the CTA will take the visitor to your desired destination – the destination you choose when you first created the ad. 

Wrapping Up!

Successful Facebook Ads vary depending on your customer, and business goals.
If you follow all the Facebook ads for eCommerce tips covered in this guide, you should see a significant boost in your sales.
Now, of course, you can always experiment with different ad campaign types to see which one drives the best results for your business. 
As always, track your analytics and keep on changing and improving your Facebook Ads to gain maximum benefit for your eCommerce business.

Rayed Chaudhry

Rayed is passionate about marketing and interested in learning new ways to hack (legally) marketing platforms to help businesses achieve growth using unconventional methods. Prior to starting Orion, Rayed has worked in various marketing positions and spent millions of dollars across different ad platforms.