How to Use Facebook Ads to Maximize E-commerce Revenue

Facebook Ads manager data

There’s a good chance that, as an e-commerce business, your goal with your Facebook ads is to maximize revenue. You want as many people buying your product or service as possible. And to do this, you need to target more potential customers with an ad campaign people love. 

But your target audience won’t fall in love with just any Facebook ad. Instead, they need to see Facebook ads with compelling calls to action and other features that attract–and maintain–their interest.

So, today we’re going to show you just how to use Facebook ads to maximize e-commerce revenue with our 5 top tips. 

How to use Facebook ads to maximize e-commerce revenue

  1. Include compelling calls to action
  2. Use eye-popping images
  3. Get a Facebook pixel
  4. Target cart abandonment
  5. Create video Facebook ads

Now, let’s explore each item on this list in further detail to help you really get the most out of your Facebook ads.

Include compelling calls to action


We already briefly mentioned calls to action (CTAs), but it’s worth discussing them more. These are what get customers to move further down your funnel. It’s what gets them to “buy now,” or “learn more,” or “click here.” 

A CTA tells your audience exactly what to do–what action to take next. 

But not just any words work well as a CTA. They need to be compelling. There needs to be a good reason for someone to click on them; they should include some kind of offering or next step.

Here are some great words to include in a CTA to boost the success of your Facebook ads and maximize e-commerce revenue: 

  • Get started
  • Sign up for free
  • Enter now
  • Join free
  • Book a demo
  • Schedule/Book
  • Add to Cart
  • Buy now

Think about the last ad you clicked on. Rather than clicking a button that says something like “Next,” it probably said something like “Click here” or “Book Here.” You know–something that told you exactly what to do next and what that would get you. 

Unambiguous wording makes your audience less likely to click on your ad because they don’t know what will come next or what they’d get out of it. 

To sum up calls to action, keep these tips in mind: they should be short, they should clearly outline the next step, and they should be motivating. It’s also a good idea to keep some space around your CTA button to help it stand out–this is particularly useful for CTAs on landing pages. 

Use eye-popping images

Some of the most successful Facebook ads campaigns can attribute a lot of their success to the images used in the ads. As you probably know from the images you find yourself most drawn to, audiences like bright, colorful pictures. 

While your ad copy is important, you’re not doing yourself any favors if an awesome image doesn’t accompany it.

Here are some more tips for Facebooks ads images:

  • Avoid white and blue dominant pictures because they blend in too easily with Facebook’s own branding
  • Use clear, high-quality images
  • Make sure your image is sized appropriately for your ad 
  • Images with happy people (particularly women) typically perform better than the opposite

Get a Facebook pixel

If your first question is, “What is a Facebook pixel?” let’s start there. 

Facebook Pixel

[Image Source: WPBlog.com – https://www.wpblog.com/facebook-pixel-wordpress-plugin/] 

A Facebook pixel is a code you place in your website. It collects useful data that helps you track Facebook conversions, clicks, ads, and other useful features. With a Facebook pixel installed, you’re also able to get the realtime information you need to ensure your Facebook ads are running as efficiently as possible. 

How to use a Facebook pixel

Facebook lets you choose from 17 events, including things like “add to cart,” “contact,” or “subscribe.” (See a full list here) An event is essentially an action that happens on your website. In addition to the 17 pre-set events they offer, you can also create custom events for yourself if you need to. 

To create your own pixel, you’ll first go to your Facebook Events Manager. Then, click the hamburger icon (≡) on the top left and select Pixels. 

Now click “Create a Pixel.”

Creating Facebook Pixel

[Image Source: Medium.com/KlickLeads – https://medium.com/klickleads/guide-to-your-first-facebook-pixel-538c918b1d45

You’ll name your pixel, add your website URL, then click Create. 

Now it’s time to add your pixel to your website. There are a few ways to do this. You can a) use an integration or tool manager, or b) manually install the code yourself, or c) email instructions to a developer. 

For more information on each of these options, check out these steps directly from Facebook

Remember those different events we mentioned? Now is time to select the options suitable for your goals. Or, if you’re using Facebook pixel custom events, head to your Facebook Events Manager. Next, choose Custom Conversions from the top left menu. Finally, click Create Custom Conversion to define your custom conversion event with URL rules.

You’ll also want to be sure your pixel is working. The Facebook Pixel Helper does this for you, but keep in mind, it’s only available with Google Chrome. Speaking of Google, if you’re planning your marketing strategy, here’s our recap of Google Ads vs. Facebook Ads

Because a pixel collects data, it’s important to follow laws and guidelines around informing your audience of this. This includes adding a pixel notice to your website. It not only informs visitors that you are using a Facebook pixel, but it also gives them the option to opt out. Facebook discusses more of the details on this here.

Target cart abandonment

Targeting your cart abandonment is a critical step in the remarketing or retargeting process. We get into more detail about retargeting in B2B Retargeting Best Practices. But for now, let’s discuss cart abandonment.

Shopping Cart

Think of all the times you’ve been shopping online and you’ve added something to your cart. Your instinct told you that you wanted it at that moment. Then maybe you got distracted by something else. Or maybe you talked yourself out of it. Or perhaps you told yourself you’d return to it later. 

Whatever the reason, as someone who had an initial urge to make that purchase, you’re a critical audience member for that business. If they can recapture your attention or interest, they’re more likely to get a sale out of you than someone who has never even made it past viewing your ad on Facebook. 

Using Facebook ads, you can specifically target the people who added an item to their cart then abandoned it. You can create really specific ads for them to help them take the final step.

That can include things like:

  • Did you forget something in your cart?
  • Don’t wait! Buy today
  • Get $10 when you spend $50

Each of these CTAs are specifically tailored to an audience that has more interest in buying your product than most. You target this custom audience to help make sure you’re not missing out on potential sales from interested consumers.

People who have abandoned their carts are just one type of Facebook audience worth targeting. If you want to learn more about how to use Facebook target audiences, we cover that and more in this video.

Create video Facebook ads

A hand holding the screen of a cell phone

It’s no secret we’re big fans of Facebook ads here at Blue Water Marketing. We recently discussed five of the big benefits of using Facebook video ads, and it’s an option that can’t be overlooked.

Video ads let you display a lot more information than you can in a simple picture. Not to mention, they’re also more likely to get (and keep) the attention of your audience. 

If your competitors aren’t using videos for Facebook ads, it’s time for you to get a leg up on the competition! But chances are, your competitors ARE using Facebook video ads and they’re getting great results from them. That means it’s time for you to join the playing field and start creating video ads to maximize your e-commerce revenue.

We help you set up and create profitable Facebook video ads here. 

Get help with Facebook ads and more

So, what are you waiting for? Whether you’d like to learn more about Facebook ads or you’re ready to outsource this critical component of your digital marketing strategy, Blue Water Marketing can help! 

Our Facebook ads focus lies in creating revenue-maximizing ads. Our strategy includes factors like data collection, tracking and analytics, scalability, and much more.

Click here for a free proposal, or give us a call today and we’ll get started!


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