Facebook was once the place for people to post pics of dinners, boast about holidays, and stalk their high school crush. But now, amongst the baby pics, vague statuses, and sunset albums, people are finding products mid-scroll.

In fact, 50% of Facebookers use the platform to find their next purchase. So, for ecommerce marketers - you know what this means! Time to get your FB game on point.

Well, if only Facebook wasn’t so stingy with its organic reach 😭

With only 16% of fans seeing stuff you post to your Page, it’s time for a shake-up. Enter the trusty Facebook ad. Paying to play lets you target niche markets and serve your products to potential buyers as they scroll.

Here’s how you can get started.

Why are FB ads important for ecommerce?

Imagine taking to the streets with your product and knowing exactly who to walk up to.

This is basically what Facebook ads do but in the digital world. You can use laser-focused targeting capabilities to reach exactly who you want – millennials in mid-management positions? Absolutely! Mums and dads with toddlers? No problem! Pet owners with a household income of £50k+? You got it!

Choose the images you want to share, write up some punchy copy, and voila! Your ads are good to go. They’ll show up in the Facebook feeds of people who match your target criteria, so you don’t waste money trying to get the attention of people who aren’t interested.

Facebook ads slot nicely into your existing ecommerce marketing strategy by raising awareness of your product range and expanding your reach to people who might not otherwise have come across you.

They can be used in a variety of different use cases, too, depending on your goals:

  • Reminding shoppers about items they’ve added to their cart
  • Capturing email subscribers to nurture towards a sale
  • Promoting offers and discounts to drive urgency and sales
  • Generating in-platform sales for people who don’t want to leave Facebook

Basically, get Facebook ads right and you can unlock a consistent flow of sales from new and existing customers. 🤯

What next? Get your visuals on point

As we’ve established, your ad images are under pressure to grab attention.

The last thing you want is for users to continue their scroll without stopping to admire your handiwork. One survey shows that images are likely to influence 25% of people to click through to a site. That means you need to choose your visual content wisely. Whether you’re creating your own product shots or outsourcing to a designer, here are some tips for creating eye-popping Facebook ads.

✨Tip: The recommended Facebook ad image size is at least 1080 x 1080 pixels, and it should be in a JPG or PNG format.

How to create great visuals for your Facebook Shopping ads

1. Use bright, eye-catching colours

Facebook has a very familiar colour palette. Reduce the chance of your ad blending into the background by using bright colours in contrast to the blues and whites.

2. Avoid images with lots of small details

You want your ad to make sense when seen on a small screen, too. Make sure you’re not using tons of small text or a really busy image that loses all meaning when it’s zoomed out.

3. Include smiling people or pets

Who doesn’t love a dog in their feed? If you can’t use an animal (booo!), research has shown that people respond better to a smiling face than a frowning (or neutral) face.

4. Make use of user-generated content

Reviews and user-generated photos add a dash of social proof to your ads and works as digital word-of-mouth marketing. It’s still a great form of marketing, and one we see some of our customers doing with the help of Dash (that’s us)!

Take one of our customers, Forthglade. They use UGC to fill up their Facebook page. Their ‘dog of the month’ competition encourages customers to submit pics of their gorgeous dogos directly through Forthglade’s website. These images then get sent straight to Dash using Zapier. From there, the team can go through and pic their faves and post to social. (We know, what an awful job!)

5. Use a product-focused photo

Show people what they’re getting! Consumers today love clear and concise communication. If you can’t or don’t want to put the spotlight on your product, you can also use an image that shows your product in action.

6. Only use clear visuals

Blurry or pixelated pics are a big no-no. This goes without saying – quality over everything else!

Tip ✨If you use a digital asset management (DAM) tool such as Dash, you can download high-quality images that are Facebook-ready with a click of a button.

Dash social presets

If you want to find out more about digital asset management (DAM), check out Amy's post all about it

7. A/B test your images

Run A/B tests to see which images perform best with your audience. Is it the one with the dog? Or the one showing your product in action? Either way, you’ll find out soon enough.

What’s more, once you’ve collected your data - you can use a star rating in Dash to organise which images performed the best.

Tools vs designer: what resources do you need?

It’s tempting to think you need a fully-functioning photography team, film crew, and editing suite to make FB ads that pack a punch. But that’s far from the truth!

If you’re a dab hand with Photoshop, you can use that to tweak your images or, if you’re a complete novice, tools like Canva have pre-made templates you can literally drag and drop your product info onto. It really is that simple.


How to set up a Facebook ad 

Now that you’ve created your gorgeous visuals, it’s time to dive into Facebook.

Setting up a Facebook ad falls somewhere in between a walk in the park and struggling uphill through treacle. The process itself is pretty simple – Facebook basically hand-holds you through it – but choosing the right settings can be a fun game of trial and error.

1. Create an account with Facebook Ads Manager
2. Click “Create New Ad”
3. Choose an objective for your ad
4. Select your audience
5. Set your budget 
Facebook Campaign Optimisation6. Add an image and copy 

Facebook Add Image

7. Monitor the ad’s performance

Surely my objective is cold, hard cash?! 💰 Whatever your end goal is, Facebook has something to help.

The objectives cover a range of activities:

  • Reach
  • Website traffic
  • Engagement
  • Video views
  • Direct messages
  • Conversions
  • Store traffic

Facebook monitor ad performance

For example, if you want to drive shoppers to your site, choose website traffic. If you want to increase brand awareness and get more eyeballs on your products 👀, choose “reach” as your objective.

How much do Facebook ads cost to run?

Pay to play. The clue is in the name – Facebook ads come with a price tag that will eat into your budget if you’re not careful.

Costs can vary wildly, but for the most part, you’re looking at a cost per click (CPC) of between £0.40 and £1.50. This will ultimately depend on your product and the industry you’re in. If you’re competing with hundreds of other brands selling a similar red ballet pump, you’ll pay more.

The easiest way to know your costs is to test them. Run a short campaign to get an average CPC and identify what kinds of ads perform the best.

5 eye-catching Facebook shopping ad examples IRL

So what does allllll this look like in action? Here are some brands killin’ it with their ads.

1. Allbirds

It’s simple. It makes you look twice – why are the shoes balancing on a couple of eggs? So many questions. As well as the bold colours, the copy attracts people on the hunt for a freebie (hey there free delivery 😍).

Allbirds Facebook Ad

2. Daniel Wellington

Sleek and suave – just like the brand itself. Daniel Wellington’s watch ads match the quality of the product and use simplicity to draw attention.

Daniel Wellington Facebook Ad

3. Stitch Fix

Stitch Fix uses the carousel ad type to showcase a range of its products grouped together in “outfits”. If you shut your eyes hard enough, you can picture yourself on a beach in that kaftan and lace-up pumps.

Stitch Fix Facebook Ad

4. Pela Case

Pela’s ads are simple. They’re not super professional images — there's no staged lighting and fancy camera work here— but they show the product in an authentic and human way,which is a huge hit with its audience. The brand then use the ad copy to highlight the benefits of a Pela case.

Pela Case Facebook ad

5. Mazuum

Glasses… glasses everywhere. Is there such a thing as too many sunglasses?! We think not – and Mazuum is well aware of this. Their ads showcase a range of different products and the added text highlights the main benefits.

Organise your Facebook ad content 

Ready to dip your toes into the world of Facebook ads? Make it easy to manage your images with Dash. For ecommerce brands, storing all your visuals in one place makes it easy peasy to collaborate with different teams and stay on brand at all times. Want to try it for yourself? Sign up to a free trial below! 👇

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