Understanding Facebook Ads for E-commerce

Understanding Facebook Ads for E-commerce

Facebook ecommerce ads are a great way to not only drive traffic to your website but also increase your brand’s sales. By serving a mix of dynamic product ads and conversion ads for your e-commerce business, you can increase your ROI on multiple online marketplaces.

Facebook enables retargeting of users who may have visited your page but made no purchase during their sales funnel journey. This retargeting of the audience thus enables a further increase in e-commerce sales and the ROI on the platform.

Choosing the right destination for your ecommerce ads is critical to your business. Let’s look at a few goals that can be selected to accomplish those goals Facebook ads for ecommerce.

  1. Catalog sales

This goal is the best way to re-target consumers who have not converted. With the goal of “catalog sales” you can advertise your product sets or catalogs on Facebook. In addition, you can either select a specific product category of products or select all of the products listed on your website. You can also choose to showcase the name, price, discount amount, brief description, etc. by selecting dynamic product sets.

  1. conversion

Aside from dynamic product ads, with the conversion goal you can choose to display some of your company’s bestsellers in your company Ecommerce ads. Similar to other conversion ads, you can now insert simple product images like carousels, single images, etc.

Now that we know what targets to investigate, let’s identify the types of audiences in advertising.

Types of target audiences

Some of the types of audiences in advertising are people who:

  • Shown or added to cart but not purchased
  • Added to cart but not bought
  • Broad target group approach (demographics, interests)

Types of Custom Audiences

website: These target groups are primarily all website visitors. You can be realigned with Facebook ads for ecommerce based on the time spent on your website for specific product categories or specific pages (5%, 10%, 25%).

Client list: With these audiences, you can upload details like your customer name, email id, location, order value, etc. to define a value-based audience. These audiences are a great way to reach prospects who are similar to current high-quality customers.

App activity: Now that your company has an app linked to your account, you can refocus your app users on their app behavior. This could include the number of purchases made, the number of times users opened the app, and so on.

Offline activity: If your company has offline retail stores, you can track the offline data along with the online data to help you determine the number of people who did business with your offline store after viewing the online ads.

Facebook sources: This is a great way to re-target your ecommerce ads using various social media sources. These audiences are high intent customers who have previously interacted with your brand.

Now that we know the sets of audiences that we can serve through our paid ads, we can examine what types of subjects we can look at to best showcase our products on the platforms.

Types of motifs:

Single image ads: These ads are best for products with clear prices and CTA. Because the audience understands at first glance what the brand has to offer

Video format ads: Video ads focus on telling the story of your product / brand. These ads can be further customized on the platform on which they are served. For example, Instagram Story Ads are very powerful as they are a great way to grab the viewer’s attention.

Multiple products: Multiple product ads now allow you to display a wide variety of products using catalogs, product sets, and dynamic ads.

Carousel Ads: These ads focus on a series of images that can be from either the same or different products

Catalog ads: A catalog includes the brand’s inventory, including pictures of the products, sizes, and more selected on the website.

Collection displays: In general, these formats are a mix of videos and images. In addition, they are comprehensive e-commerce ad formats that make it easier for users to interact with the advertising.

The following product ad best-case methods can be followed:

Recommended course of action

  • Creative adjustments: It is recommended that you change the size of the motifs for the feed, as well as the story format, for a better impact on sales.
  • Product centered– Products must always be in focus, along with the display of the CTA and the price.
  • Minimalism Simple and clear templates are the best way to get the audience’s attention


Now that we know the basic goals, audiences, types, and best practices for serving Facebook ads, you can now use them to grow your ecommerce brand accordingly. Choosing the right goals for your target audience, coupled with best practices for running these ads can prove extremely beneficial in increasing ecommerce sales, ROI, and growth for your business.