The Top 3 Facebook Ad Creatives For Ecommerce Businesses In 2020

April 17, 2020



So you have done everything to make your e-commerce store a success; Your product is great, your price is competitive, and your website design, copywriting, and app integrations all put up a strong fight to compete with industry leaders. However, your Facebook ads aren’t converting... Why? Well, there's a variety of variables that could come to mind, but chances are if your backend is fully optimized, then it's most likely your Ad creatives and marketing strategy. 


Understanding the different types of Facebook ad creatives and when to use them is a make or break factor when it comes to running profitable campaigns on Facebook, Instagram, Snapchat, Youtube, Etc.


In this article, you will learn the top three Facebook ad creatives that Staiber Consulting has proven to be the most effective time and time again for not only our stores but dozens of our client's stores as well. 


Combining these three creatives gives you the perfect boost to make the most out of your advertising budget. Be sure to download our free Ebook on the Top Facebook Ad Creatives & Ad Strategies Of 2020 for extra tips on how to structure & optimize your Facebook ad campaigns. 


Video Advertisement For Cold Targeting (Conversion Objective)


Cold targeting is the first step for every e-commerce business's marketing campaign. Here, you begin to generate interest in your product or service with people who haven’t heard of you before. 


The single best way to interact with your cold audience is through video. Video is always a great first impression to introduce your brand, product, and the benefits/features of that product. Did you know that 64% of consumers are more likely to purchase a product once watching a video about it


The objective of the video is to generate the first interest from the consumer, and your video should reflect that. Viewers need to be ‘wowed’. Show off your product, the problem it solves, the amazing features of your product, and all the reasons people should shop at your store (such as your warranty or free shipping). 


This video should be 30-45 seconds long for Facebook, and 15-30 seconds for Instagram or Facebook Stories. However, Instagram story ads are limited to 15 seconds unless you use a carousel ad to allow for another 30 seconds.


Be sure to check out Ad Library, a tool by Facebook that allows you to view examples of ads that top competitors in your field/industry are utilizing today!


Still Image With A Discount Code (Conversion Objective)


The second ad creative is ideal for retargeting. "Although many marketers may tell you not to use a still image due to the statistics we just mentioned, some of our most profitable retargeting campaigns here at Staiber Consulting were just a still image with a discount code on the graphic", said Joe Staiber, CEO & Founder of Staiber Consulting.


Using a still image that also announces a discount reminds the consumer of their initial interest in the product while making the offer more attractive and convincing them to return to the site and complete their purchase. 


This type of ad creative is meant solely for retargeting interested parties from our cold targeting campaign, anyone who viewed the product on the site, added to cart, or initiated checkout are all perfect targets for our retargeting campaign. 


Snow teeth whitening, arguably one of the most dominant teeth whitening brands, takes advantage of this strategy as well, notice how they’re targeting people who didn’t complete their purchase?


Similar to the cold targeting video creative,  the objective to use for this campaign is the conversion purchase and should offer a precisely-done graphic of your product and some sort of discount. The precise offer can differ, you can present a coupon code, mention a percentage discount, or even just mention that the product is on sale. 


Decide which graphic works best for you by split-testing what works best for you. Add all three graphics and let Facebook determine which creative to use. We also must mention that your retargeting campaign should spend 10% of your cold targeting budget, so if you spend $100 a day on cold targeting, your retargeting campaign should spend $10 a day, as approximately only 10% of the initial cold traffic viewers will engage and make it to the next step.


Dynamic Product Advertisements (Catalog Sales Objective)


A DPA is another form of retargeting that our staff here at Staiber Consulting loves taking advantage of. DPA stands for dynamic product advertisement, this type of Facebook ad creative is ideal for e-commerce stores with a wide range of products. 



DPA's can come off as confusing but they're actually quite simple. DPA's operate by creating and connecting a catalog of your store's products to Facebook and letting them do the rest. This individualized approach increases your chance of converting a visitor into a customer greatly because rather than guessing what products your potential customer was interested in, Facebook will automatically show them the exact product they were just viewing on your site!


To ease confusion it is important to know that for a DPA your campaign objective won't be for conversions but instead will be for catalog sales. 


Other benefits of using DPA ads are that your product catalog is automatically updated and that it’s easier to up-sell and cross-sell other products within your catalog.


Similarly to our retargeting campaign with a still image, If you choose to go with a DPA retargeting campaign we recommend once again targeting a custom audience of anyone who has viewed content, added to cart, or initiated checkout and exclude anyone who already purchased & your marketing budget should account for 10% of your cold targeting budget.


Conclusion 


Most Facebook marketers know that video converts better than other ad creatives; this is especially true for cold audiences, but when it comes to retargeting, other ad creatives can be just as powerful and sometimes even better. 


As a general approach, a still image of the product offering one form of a discount has shown great results for our clients here at Staiber Consulting & the same is true for dynamic product ads performing exceptionally well for eCommerce businesses with many products. However, it must be noted that we are not saying do not test any other creatives or strategies.


No matter what you are selling, you must test everything and anything, split testing and narrowing down your marketing strategy is just as important as honing in on your target demographics, age, location, gender, interests, etc. Without testing all variables available, you will never locate your best margins.


We have seen great success with these creative strategies, and we look forward to hearing how these creative strategies perform for you and your business. In the meantime, if you are interested in having our team come in and take a look at your creatives and work with you to achieve the most profitable results possible, fill out this form and someone will be in contact with you! Here at Staiber Consulting our job is to equip you with the information and guidance you need to succeed.


Don't forget to download our free Ebook on the "Top Facebook Ad Creatives & Ad Strategies Of 2020" for extra tips on how to structure & optimize your Facebook ad campaigns!


Whether you need someone to design your site, create your ad creatives, run your marketing campaigns, automate the entire process from product selection to advertising, or just come in and consult you in some capacity, we live to serve you!




So you have done everything to make your e-commerce store a success; Your product is great, your price is competitive, and your website design, copywriting, and app integrations all put up a strong fight to compete with industry leaders. However, your Facebook ads aren’t converting... Why? Well, there's a variety of variables that could come to mind, but chances are if your backend is fully optimized, then it's most likely your Ad creatives and marketing strategy. 


Understanding the different types of Facebook ad creatives and when to use them is a make or break factor when it comes to running profitable campaigns on Facebook, Instagram, Snapchat, Youtube, Etc.


In this article, you will learn the top three Facebook ad creatives that Staiber Consulting has proven to be the most effective time and time again for not only our stores but dozens of our client's stores as well. 


Combining these three creatives gives you the perfect boost to make the most out of your advertising budget. Be sure to download our free Ebook on the Top Facebook Ad Creatives & Ad Strategies Of 2020 for extra tips on how to structure & optimize your Facebook ad campaigns. 


Video Advertisement For Cold Targeting (Conversion Objective)


Cold targeting is the first step for every e-commerce business's marketing campaign. Here, you begin to generate interest in your product or service with people who haven’t heard of you before. 


The single best way to interact with your cold audience is through video. Video is always a great first impression to introduce your brand, product, and the benefits/features of that product. Did you know that 64% of consumers are more likely to purchase a product once watching a video about it


The objective of the video is to generate the first interest from the consumer, and your video should reflect that. Viewers need to be ‘wowed’. Show off your product, the problem it solves, the amazing features of your product, and all the reasons people should shop at your store (such as your warranty or free shipping). 


This video should be 30-45 seconds long for Facebook, and 15-30 seconds for Instagram or Facebook Stories. However, Instagram story ads are limited to 15 seconds unless you use a carousel ad to allow for another 30 seconds.


Be sure to check out Ad Library, a tool by Facebook that allows you to view examples of ads that top competitors in your field/industry are utilizing today!


Still Image With A Discount Code (Conversion Objective)


The second ad creative is ideal for retargeting. "Although many marketers may tell you not to use a still image due to the statistics we just mentioned, some of our most profitable retargeting campaigns here at Staiber Consulting were just a still image with a discount code on the graphic", said Joe Staiber, CEO & Founder of Staiber Consulting.


Using a still image that also announces a discount reminds the consumer of their initial interest in the product while making the offer more attractive and convincing them to return to the site and complete their purchase. 


This type of ad creative is meant solely for retargeting interested parties from our cold targeting campaign, anyone who viewed the product on the site, added to cart, or initiated checkout are all perfect targets for our retargeting campaign. 


Snow teeth whitening, arguably one of the most dominant teeth whitening brands, takes advantage of this strategy as well, notice how they’re targeting people who didn’t complete their purchase?


Similar to the cold targeting video creative,  the objective to use for this campaign is the conversion purchase and should offer a precisely-done graphic of your product and some sort of discount. The precise offer can differ, you can present a coupon code, mention a percentage discount, or even just mention that the product is on sale. 


Decide which graphic works best for you by split-testing what works best for you. Add all three graphics and let Facebook determine which creative to use. We also must mention that your retargeting campaign should spend 10% of your cold targeting budget, so if you spend $100 a day on cold targeting, your retargeting campaign should spend $10 a day, as approximately only 10% of the initial cold traffic viewers will engage and make it to the next step.


Dynamic Product Advertisements (Catalog Sales Objective)


A DPA is another form of retargeting that our staff here at Staiber Consulting loves taking advantage of. DPA stands for dynamic product advertisement, this type of Facebook ad creative is ideal for e-commerce stores with a wide range of products. 



DPA's can come off as confusing but they're actually quite simple. DPA's operate by creating and connecting a catalog of your store's products to Facebook and letting them do the rest. This individualized approach increases your chance of converting a visitor into a customer greatly because rather than guessing what products your potential customer was interested in, Facebook will automatically show them the exact product they were just viewing on your site!


To ease confusion it is important to know that for a DPA your campaign objective won't be for conversions but instead will be for catalog sales. 


Other benefits of using DPA ads are that your product catalog is automatically updated and that it’s easier to up-sell and cross-sell other products within your catalog.


Similarly to our retargeting campaign with a still image, If you choose to go with a DPA retargeting campaign we recommend once again targeting a custom audience of anyone who has viewed content, added to cart, or initiated checkout and exclude anyone who already purchased & your marketing budget should account for 10% of your cold targeting budget.


Conclusion 


Most Facebook marketers know that video converts better than other ad creatives; this is especially true for cold audiences, but when it comes to retargeting, other ad creatives can be just as powerful and sometimes even better. 


As a general approach, a still image of the product offering one form of a discount has shown great results for our clients here at Staiber Consulting & the same is true for dynamic product ads performing exceptionally well for eCommerce businesses with many products. However, it must be noted that we are not saying do not test any other creatives or strategies.


No matter what you are selling, you must test everything and anything, split testing and narrowing down your marketing strategy is just as important as honing in on your target demographics, age, location, gender, interests, etc. Without testing all variables available, you will never locate your best margins.


We have seen great success with these creative strategies, and we look forward to hearing how these creative strategies perform for you and your business. In the meantime, if you are interested in having our team come in and take a look at your creatives and work with you to achieve the most profitable results possible, fill out this form and someone will be in contact with you! Here at Staiber Consulting our job is to equip you with the information and guidance you need to succeed.


Don't forget to download our free Ebook on the "Top Facebook Ad Creatives & Ad Strategies Of 2020" for extra tips on how to structure & optimize your Facebook ad campaigns!


Whether you need someone to design your site, create your ad creatives, run your marketing campaigns, automate the entire process from product selection to advertising, or just come in and consult you in some capacity, we live to serve you!


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