Social advertising platform adQuadrant shares four Facebook advertising tactics which ecommerce brands should be leveraging as part of their digital marketing strategy.

1. Top 4 eCommerce Social Strategies You’re Probably Not Running
Jeremy Fenderson - Media Analyst at adQuadrant

2. Quick Checklist - What You Should Already Be Doing...
Key Metrics
● Evaluate your campaigns based on Return On Ad Spend
(ROAS)
Optimization
● Aim for 15-25 conversions per week (Ideally 50-100 per
week)
Targeting
● Leverage all information available to target customers
(Buyer Personas)
Creative Fatigue
● Refresh creative every two weeks to avoid fatigue
Promos & Discounts
● Make sure to run the most competitive promotions
available
Test
● Test everything and evaluate based on the data

3. Understanding The Customer Journey - Discovery To Intent
● I never even knew this existed.
● I might have heard about this somewhere…
● I’ve definitely seen this before.
● This is really cool, I want one.
● I’m definitely going to buy one of these!
● Where can i buy one of these?
● Who has the best price?
Discovery
Intent

4. Tactic 1: Facebook Funnel Strategy
Create a funnel within Facebook
Leverage multiple ads to attract, educate and convert
customers.
Prospecting = Brand awareness
● Lookalike audiences
● Interest targeting
Retargeting = Sales
● Standard Retargeting
○ View Content
○ Add to Cart
○ Percentage of video views
● Dynamic Retargeting
Discovery = Brand Awareness
Intent = SalesOutline the customer journey and map
your campaigns to meet objectives across
the funnel from Discovery/Brand
Awareness to Intent/Conversion.

5. Tactic 2: Advanced Retargeting Strategy
Make retargeting more effective by providing a
personalized experience using Dynamic Product Ads
Retarget potential customers based on their unique
site activity
● Automatically generate unique ads consisting of
previously viewed products
● Retarget across placements and devices
● Combine with a promotion/discount
Typically best performing ad unit available with
returns ranging 300% up to 3000% depending
on brand and product mix.

6. Tactic 3: Advanced Prospecting Strategy
Create a more seamless shopping experience with
Collection Ads
Enable customers to discover and browse your
products on Facebook, then purchase on your website
● Educate customers with video
● Showcase products directly below your ad within
Facebook
● Lead customers to your mobile website to
purchase
Great way to prospect and display variety of
products. Generally performs very well, with
ROAS of 200% or better.

7. Tactic 4: Messenger Ads Strategy
Leverage messenger ads to create a more
engaging retargeting strategy
Engage customers directly with messenger
ads and chatbots
● Create a custom audience based on
abandoned cart
● Retarget custom audience with an ad
that sends potential customers directly
to messenger
● Customers can interact directly with the
brand and transact within messenger
Identify products with high cart abandonment rates,
create compelling promotions and leverage messenger
to distribute promotions to targeted audiences.

8. Summary
● Think of Facebook as a funnel transitioning
customers from discovery to intent to purchase
● Create a personalized retargeting experience with
Dynamic Product Ads
● Leverage Collection Ads for a more seamless
shopping experience
● Create a more engaging retargeting strategy with
messenger ads and chatbots

9. Thank You
For a free social advertising evaluation
visit adQuadrant.com
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