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The Best Facebook Ads for E-commerce Strategies for 2024

Facebook Ads for ecommerce strategies

Are you running Facebook Ads for your ecommerce business? If not, you might want to consider it.

Facebook Ads can be incredibly beneficial for ecommerce brands, offering outstanding reach at a relatively low cost. In order to get these results, however, having the right strategies in place is important.

In this post, we’re going to dive deep into the most effective Facebook ecommerce strategies in 2024, including discussing tools and integrations and sharing some examples to inspire you. 

Ecommerce Facebook Ads strategy (& why you need one) 

The digital landscape is evolving rapidly. And with cookieless browsing and everyday more stringent privacy regulations, it’s necessary for ecommerce businesses to upscale their advertising techniques. 

You need to have a clear strategy that accounts for the entire Facebook Ads funnel ecommerce brands want to take advantage of. This needs to account for how you’ll attract cold users, capture their interest, and eventually push them through the entire buyer’s journey until they’re ready to convert. 

Most users, after all, are not going to convert the first time they see an ad from a brand, even if they’re interested. Users don’t know your brand, and they automatically distrust it on a subconscious level, and they haven’t been convinced that they really need the product.

Once they see the ad a few times, however, featuring a combination of user reviews, different visuals, and different pain points highlighted, they may be convinced and purchase. 

And, what other features should your Facebook Ads ecommerce strategy have for a winning game plan in 2024? 

Among other things, it should focus on leveraging Facebook’s AI and machine learning capabilities to identify and segment audiences. You’ll need to use all you can to ensure your ads are tailored to the specific needs and interests of potential customers. Other key components include:

  • Setting clear objectives for sales;
  • Running brand awareness campaigns; 
  • Focusing on customer engagement; 
  • And, optimizing your ad content for personalization, and interactivity.

Another (often overlooked) ecommerce Facebook Ad strategy is to adapt to ongoing changes in Facebook’s algorithms and policies. In addition to keeping your advertising practices ethical, including inclusivity and diversity in ad content are essential for building trust and maintaining compliance. 

Using different strategies can help account for how to reach users at each stage of the digital sales funnel to drive more sales overall. That’s what we’re going to look at in the next section. 

8 Best Facebook Ads for ecommerce strategies (& examples) 

Wondering how to run ecommerce Facebook Ads for your brand? Well, there are many different Facebook ecommerce strategy options out there. But let’s take a look at 8 of the most effective strategies for ecommerce businesses in 2024 and examples of some of the best ecommerce Facebook Ads for each. 

1. Use Facebook’s Conversions API

Facebook’s Conversions API is a native business tool that allows businesses to track data on their site, store it in their own servers, and then send it back to Facebook. It’s similar to the pixel works to track data. However, you get to sidestep the usage of the pixel altogether as you see fit since it’s a separate tool (though they can be integrated if you choose). 

Tracking tools have always been valuable, but it’s become even more essential following the iOS 14.5 rollout and more recent updates. These regulations have directly impacted advertisers’ ability to track opted-out iOS users’ activity on mobile, as well as data tracking and retargeting in significant ways. 

The good news is that Facebook’s Conversions API is incredibly easy to set up, particularly with the right integrations. LeadsBridge’s integration takes just a few minutes to set up, and it gives you full control over what data you want to share through the API.

Facebook Conversions API integration

2. Take advantage of different ad formats

Even with the privacy laws affecting ad data and deliverability, Facebook offers a plethora of options. Facebook tools can also help you analyze user history to determine which product they should show each user at each point in time. This increases relevance significantly, and historically, these types of ecommerce Facebook Ads have great potential for success.

And even better; not only does relevance go up. You get to save a massive amount of time since you don’t need to manually create ads for every product you want to advertise in your inventory. 

For instance, it allows advertisers to plug data from different products into a template, using formats such as Dynamic Ads. 

Source: Meta

Integrating Dynamic Ads with other tools like the Conversions API gives you plenty of options for how you want to create better ads and optimize the user data and sales that you get from them.

Speaking of mixing and matching Facebook tools, let’s not forget about Conversion Leads optimization

Facebook allows you to create conversion-focused campaigns that focus on specific actions like purchases. This feature uses your campaign’s existing dates and channels your targeting effort on people who are most likely to convert. 

Isn’t this just an advertiser’s dream come true? The catch is that you need to connect your databases to Facebook. Luckily, LeadsBridge conversion Lead integrations help you achieve this in just a few clicks:

The more data you feed into the system, the more accurate your targeting will be. The same goes for creating highly targeted Custom Audiences.

3. Don’t focus exclusively on retargeting 

Retargeting is important. It allows you to recapture interested users, and it often results in higher conversion rates (about 38%). 

You should not, however, focus exclusively on retargeting. If you do this, your Facebook Ads funnel for your ecommerce brand will suffer. You won’t be drawing enough people into the funnel in order to push them through it. The idea is that you can’t recapture users if you haven’t even captured them in the first place.

Make sure that you’re reaching cold audiences to create a wider top of your funnel. Opt for story-based, detailed product, or video content for a powerful first impression. Then, consider using lookalike audiences off of high-value custom audiences to connect with users most similar to people who are already customers. 

Here’s an example of an ad from Alltrue that uses product features and storytelling to make a strong first impression. They detail the highlights of the product (dishwasher safe, stain resistant, versatile, space-saving) and then talk about how it comes from repurposed bamboo, so it’s saving the planet. It’s effective. 

Best E-commerce Facebook Ads from Alltrue 

Best ecommerce Facebook Ads from Alltrue 

4. Use mobile-shot visuals 

Yup, that’s right! You can skip the high-cost, professional-shot images and videos for at least a chunk of your ecommerce Facebook Ads. Users are all about authenticity right now, and mobile-shot visuals that look like they came from a customer’s cell phone are all the rage. 

Back in 2021, Facebook released an article, recommending that brands use mobile-shot images and videos for Stories Ads in particular. These ads strongly resemble user-generated content, even if they’re not. While it’s a stark shift from the uber-professional images that we’re used to, mobile-shot content is performing well across all devices right now. 

Here’s an example of an ad from MiamiFruit that looks like someone snapped the picture with their iPhone in the best way possible:

Facebook Ads for E-commerce example 

Facebook Ads for ecommerce example 

The good news is that this content is cheap and easy to shoot, making ad scalability easy for your ecommerce brand. You can also team up with clients or influencers and enlist them to create mobile-shot video testimonials for you. 

This is a simple but easy Facebook ecommerce strategy for your ads. 

5. Consider mobile first for everything 

You need to approach Facebook from a mobile-first perspective when running ecommerce Facebook Ads. 94% of Facebook’s ad revenue comes from mobile ads, and that won’t be changing any time soon.

This means that the best ecommerce Facebook Ads will be designed with mobile in mind. Here are some factors to consider: 

  • Optimize your landing pages for the mobile experience, too 
  • Put the most important information at the beginning of your copy, as text cuts off earlier on mobile than on desktop
  • Use vertical, mobile-formatted images and videos 
  • Take advantage of Stories Ads on both Instagram and Facebook 

This is a great ad example for ecommerce brands from Ka’Chava. It has a vertical video format, and the text is simple and mobile-friendly: “Hands Down: World’s Healthiest Breakfast!” It lets the video speak for itself. 

Facebook Ad for ecommerce brand 

Facebook Ad for ecommerce brand 

6. Use automation tools 

While this may not seem like a high-brow strategy, using the right tools can revolutionize your ad creation and management process faster than you’d think.

LeadsBridge, for example, is an all-encompassing automation tool that can improve the creation process when it comes to Facebook Ads for ecommerce brands. We offer integrations for Facebook Marketplace Ads, Dynamic Ads, Facebook’s Commerce Manager, and even Facebook Lead Ads. 

If you are new to Facebook advertising, take a look at these comprehensive guides to Facebook Marketplace and running high-converting Facebook Lead Ads.

Looking to have your product catalogs automatically updated on Facebook when they’re updated in WooCommerce or Magento? We can help with that.

Or, want to make sure that you’re retargeting users who have abandoned their cart right away with dynamic ads? We can help with that, too.

Check out our full list of Facebook integrations to see what’s possible. 

7. Account for the impact of privacy regulations 

All of your 2024 Facebook ecommerce strategies need to account for the most recent consent regulations, such as Apple’s App Tracking Transparency (ATT) update. 

Imagine someone clicks on a mobile ad to your site but they’ve opted out of data tracking. Without a tracking system, there’s no way to know what those users did once they were on your landing page. 

Maybe they converted. Maybe they came back two weeks later and signed up for your email. Either way, you may not get that data, and you likely won’t be able to retarget them.

New user privacy regulations are also going to impact ad optimization and deliverability. Facebook currently looks at user actions on and off the platform to determine who should see which ads. That’s why you need a more privacy-friendly tracking solution in place.

Make sure to use on-platform targeting, including video views, lead form submissions, and event engagement, in addition to pixel-based retargeting. You’re also going to want to take full advantage of Facebook’s Conversions API, and to use strategies like adding offers with custom coupon codes to track data more effectively. 

8. Take the entire funnel into consideration 

The last essential Facebook ecommerce strategy you must keep in mind in 2024 is to remember to account for the entire ad funnel.

Understanding how to run Facebook Ads for ecommerce also means you know how to attract users, catch their interest, and push them through the funnel.

Here’s an example of what a Facebook Ad ecommerce funnel may look like, with examples from GlobeIn:

  • Start with a video ad that tells your brand story, then retarget users who watched at least half of the video for the next campaign.

  • This next campaign should show users product tutorial videos, or relevant products with user reviews

  • Retarget based on clicks to show a lead ad or an ad with an offer or coupon code, whichever is more relevant

  • Have a retargeting campaign set to run based on abandoned carts

  • Once users convert, retarget them to remind them of the referral program, product upgrades, or additional sales

  • Create lookalike audiences off of your high-converting audiences to start the cycle over, giving you a continuous stream of users to push through the funnel 

The best types of Facebook Ads for ecommerce

The best ecommerce Facebook Ads have a few common characteristics. They are dynamic, data-driven, and user-focused, maximizing ROI while meeting the evolving expectations of digital consumers.

Looking for more visibility? Here are the top three most effective types of Facebook Ads for ecommerce:

The Carousel Ad format makes for the best Facebook Ads for ecommerce. However, they are also great for Instagram, Messenger, and the Audience Network. These ads let you show off up to ten images or videos in one go while allowing you to tag each with its own link. 

What’s more, you can ask Facebook to automatically arrange your carousel images for the best performance. Unless you’re telling a story in order when it’s best to turn off this auto-optimization to keep your narrative flowing the way you want.

There are many ways to create a Carousel Ad for ecommerce, but here are our top five favorites:

  • Showcase Multiple Products: Use Carousel Ads to display various products or services in one ad.
  • Tell a Story: Share sequences, tutorials, or engaging tips in a series.
  • Offer Exclusive Promotions: Attract users with promo codes and let them explore products.
  • Encourage Interaction: Use catchy headlines, descriptions, and CTAs to keep users swiping.
  • Introduce Services or Features: Educate and persuade users with up to 10 slides of key information.

Combining a seasonal holiday discount with a carousel format, BANGS Shoes taps into the hype for having the best deals of the year. The ad’s copy is straightforward, while offering a few options at once to the user, thanks to its formatting. 

Ecommerce Facebook Ad example with Carousel Ad format
Source: Meta

Dynamic Product Ads (DPA): 

Let’s just put it this way: Dynamic Product Ads are tailor-made for ecommerce. If you have a product catalog, you can use this format to boost your sales. They are not just one of the best types of ads for Facebook. They also appear on Instagram and the Audience Network, and help you expand your reach to mobile apps, mobile websites, and videos beyond Facebook.

These ads are outstanding for both cold targeting and retargeting, and can be optimized using both the tracking pixel and the Conversions API we just discussed. If a user is viewing your site and looks at a product or even adds it to their cart but doesn’t convert, you can use dynamic retargeting campaigns to automatically show them the product in an ad. 

These ads automate the promotion of your entire product catalog across Facebook products, so you don’t have to create a number of individual ads. 

These ads capture user intent signals from websites and apps, ensuring the right products reach the right people.

Here are some ways to use Dynamic Ads effectively:

  • Connect with People: Users can follow your Instagram business profile to engage with your posts in their feeds, by sharing comments and content.
  • Tell Engaging Stories: Use photos and videos to visually bring your business’s narrative to life.
  • Measure Impact: Measure how your Instagram activities contribute to achieving your business objectives.

Whether you’re new to dynamic ads or already familiar, this guide offers great tips and step-by-step instructions to help you get started.

Ecommerce Facebook Ad example with DPA format

Lucy Desi Museum‘s campaign uses the Dynamic Ad format to introduce the top audience favorites while offering more options in the same theme.

 The ad’s copy, in addition to the discount card, encourages users to swipe and browse other products in their catalog.

Ecommerce Facebook Ad example with DPA format
Source: Meta

Collection Ads

For ecommerce businesses, Collection Ads have become the go-to format. It is an advanced advertising option that lets you create an engaging shopping experience for both your Facebook and Instagram customers.

Remember to use this format if you want to catch your audience’s attention when they are browsing and not searching. Also, they are perfect for people who are ready to make a purchase. 

Many people discover new products and offerings through mobile videos, but when it’s time to explore further or buy, they expect a smooth and fast-loading mobile experience.

That’s where the Collection Ad format comes in. It makes it possible for users to move from discovery to purchase in just a few clicks. When users tap on your Collection Ad to browse or learn more (depending on your CTA), they are directed to a fast-loading visual experience without leaving the platform.

This is supported by Instant Experience, a Facebook advertising feature unique to this format. So, does this feature make it the best type of Facebook Ad for ecommerce? Some studies show it’s definitely in the top two, right after ecommerce Facebook Ads with the carousel format. 

Let’s take a look at the top three ways to use Collection Ads:

  1. Instant Storefront: Show multiple products in a grid format.
  2. Instant Lookbook: Offer your products in action, create a digital catalog, and promote brand storytelling.
  3. Instant Customer Acquisition: Drive conversions on your mobile landing page, prompt specific actions, and finally, highlight your offerings with high-quality visuals.

Ecommerce Facebook Ad example using Collection Ad format

As with any other Collection Ad, this campaign from Feroldi’s features a primary video or image, accompanied by three smaller images in a grid-like layout underneath. The copy is minimal since the visuals are the main bearer of the message. 

The ad uses an engaging video format while making it easy to access products if they decide to do so. 

Ecommerce Facebook Ad example using Collection Ad format
Source: Meta

Final thoughts 

Facebook Ads for ecommerce brands have so much potential to drive a high volume of sales at low costs. The scalability potential is exceptional; having the right strategies in place makes it all possible. 

Go into your ad creation process with these eight strategies and your Facebook Ad funnel in mind. Combined with some thorough split testing and a little creativity, you should be well on your way to high-converting ads.

Are you looking for more ways to streamline your ecommerce business, including with advertising, sales, and marketing automation features? Check out our ecommerce integrations here.

Ana Gotter

Ana is a strategic content marketer specializing in business, finance, and marketing writing, though she's worked across a range of industries. She works from her home in Orlando with her three dogs and can be contacted at

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