8 Types Of Facebook Ads For E-commerce Marketing And How To Use Them

For your online store whatever marketing channels you use, it’s never enough.

You constantly need:

More conversions to meet sales targets.

Highly relevant traffic instead of accidental visitors.

And a way to increase repeat sales from past customers.

And yet you’re unsure about trying Facebook Ads.

Facebook has over a billion monthly active users according to Statista. With Facebook ads, you have the opportunity to put your business and product in front of this very large and active user base. Many ecommerce businesses have been able to make the most of this opportunity and have grown their businesses significantly with Facebook ads.

If you’re unsure how to get started with Facebook Advertising though, read on.

Here are 9 types of Facebook ads you can try to promote your online store.

1. Product Carousel:

Carousel style ads show 3-5 images and/or videos, headlines and links or CTAs in one space—the audience is able to scroll through the ads horizontally on a desktop or vertically on mobile. This type can be used to showcase specific products or apps, to tell a story through carousel imagery or show one long, high-quality image. Examples can be found on the Facebook site.


 Pura Vida Bracelets uses carousel ads to connect with their audience with their products

2. Clicks to Website and Website Conversions:

If you’re trying to drive people off of Facebook and to your website to click and hopefully convert, these Facebook ad types are for you. These ads will prompt your audience to like your Facebook page, and click through to the website. You can add a customizable CTA on the bottom right.

3. Canvas Ads:

In Facebook’s words, Canvas is “a full-screen ad experience built for bringing brands and products to life on mobile.”

It allows advertisers to deliver fully immersive, interactive ads that are hosted completely on Facebook — thereby eliminating the need for users to click out of the app to engage with mobile content.

“What’s remained top of mind for advertisers is how challenging it is for them to tell compelling brand and product stories on mobile in ways that are enjoyable for people and effective for their business. The data tells them people are discovering content, brands and products in mobile apps, so advertisers are looking for new and creative ways to share information with people there,” said the team at Facebook.

At first glance, a Canvas ad could be mistaken for a regular news feed ad. However, when clicked, it opens up to cover the entire mobile screen. Combining videos, photos, GIFs, and call-to-action buttons, it delivers what some call a “microsite-like experience” that allows people to click, scroll, swipe, and tap to engage with brands right on the Facebook platform.

An intuitive Canvas ad by Olivier

4. Dynamic Product Ad:

This Facebook ad type shows products from a catalog to people most likely to be interested through a targeted audience. It was created by Facebook to personalize each customer’s experience your products catalog, which can be uploaded to Facebook. The catalog contains a description of each product, ID, name, category, availability, product URL, image URL and other product attributes. You also need to place a Facebook pixel on your website to track which products your audience views, adds to their carts, or purchase to show relevant ads from this data.

Here’s how to set up dynamic product ads.

i) Advertisers must have uploaded a product catalog
ii) The unified pixel needs to be set up correctly since Canvas dynamically displays the best performing products. Currently, advertisers cannot choose the ordering of how items appear.
iii) Up to 40 products can be displayed

How Facebook Dynamic Ads work

5. Page Post Engagement

Facebook Page Post Engagement adverts help you share information about your business with people. You can use them to extend your Page posts beyond your Page and inspire people to take action. And with insights such as how many people liked, shared or commented on your advert, Page Post Engagement adverts help you understand the kinds of stories and content your audience likes so that you can create more of what they love.

An example of PPE ad by Movie Diamond

6. Page Likes:

We’re all a little desperate for Likes these days.

There are many methods & tactics you can use to get them.

In my opinion, the hands-down most effective way to get Likes on your page is through ads.

A “Like Ad” is simply an ad on Facebook that shows one of your friends has Liked a certain page.

They work for many reasons. But mainly it’s because:

i) they have great social proof (as shown above) — ie. they show pages your friends have Liked — which makes you want to Like them too

ii) they’re the easiest ads to set up — and tend to be the least expensive

iii) they get your page instant exposure to new fans.

Example of Page Like ad in your suggested page section

7. Offer Claims ads:

Offer Claim adverts are customisable, effective and easy to create. And they are easily accessible on mobile, so people have the offer with them no matter where they are.

Reach new people – Offer Claim adverts help you connect with current customers and acquire new ones.

Boost sales – Share offers with people to encourage them to visit your business in person or online.

Send automatic reminders – People who claim offers are notified when the deal is about to expire, so they use it.

Here’s how Target, a very successful e-commerce business is using offer ads

8. Video Views:

If you’re one of the 1 billion active users on Facebook, then you’ve likely noticed a recent surge of video content taking over your News Feed.

More and more marketers are becoming aware of this powerful content format, and are quickly hopping on board the video trend to give their viewers what they want.

As you likely suspected, Facebook video ads are Facebook advertisements in the format of videos. Facebook video ads are the best way to ensure people remember your brand and come back to your site.

Here’s a great example of Target using a short video to tell a story that many of their most loyal customers can really relate to.

In the end:

Facebook ads work. And many online retailers can confirm it. However if you feel that your ads don’t deliver the ROI you expected, work on increasing their relevancy, grab your audience’s interest and provide them with a strong reason to click.

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