Getting the most from your Facebook Ads

5 ways to get more sales through your online shop

1. Make sure you have a Facebook Pixel and API tracking on your website

The Facebook Pixel is Facebook’s equivalent of a cookie. It’s simple bit of code that your website developer adds to the backend of your website. It tracks who has visited your website and what they did while they were there.

The basic Pixel tracks the pages people visit on your website. For an online shop, you need to get your developer to set up standard events for you too. These include page view, add to cart, initiate check out and purchase.

API tracking does a similar job, but it tracks the actions from the server, rather than the browser, so there is less data loss.

Why do it? Having the Pixel and API tracking on your website gives you lots of options for targeting your Facebook and Instagram Ad campaigns at the people who are most likely to buy from you. So, you’ll be able to increase the amount you get back for every pound you spend.

2. Choose the Sales objective and optimise your campaign for Purchase

Facebook knows lots about how its users behave, including how they interact with Facebook and Instagram Ads. So, it’s super important to make sure that the Objective you choose for your Campaign is right.

If you select a Sales Campaign and optimise for Purchase, you are asking Facebook to find people it thinks are likely to be interested in your product and are ready to make a purchase.

Why do it? If you pick a different objective or don’t optimise for Purchase, Facebook’s algorithm will look for people who are likely to interact with your Ad in a different way. So, your Ads are likely to get less purchases.

3. Create Audiences who are likely to be interested in your products

There are 3 ways to create audiences for your Facebook Ads: Custom Audiences, Lookalike Audiences and Interest-based Audiences.

Custom Audiences are created using people who have already interacted with your brand. They could be people who have visited your website, are on your email list or who have engaged with your Facebook or Instagram page. As they already know you, they are the most likely to buy from you. Unfortunately, this type of audience might very small, which makes it expensive to target.

When you ask Facebook the create a Lookalike Audience, you start with a Custom Audience and ask Facebook to find people it thinks are similar to them. Lookalikes probably don’t know your brand, so they tend to be slightly less receptive than Custom Audiences, but because the group is bigger, the cost per Ad tends to be lower.

With an Interest-based Audience you are starting from scratch. You create the Audiences based on what you know (or think you know) about the sort of people who might be interested in their products. You build the Audience based on location, gender, age group, plus a wide range of interests. This is probably the trickiest type of audience to get right, unless you have a lot of data to base your profiles on. When you choose this type of Audience, Facebook will take a bit of time to find the most effective people to target with your Ads.

Why do it? If you don’t choose an Audience, your Ads could be shown to anyone in the UK who has a Facebook / Instagram account. By creating a more targeted audience, your Ads are more likely to be shown to people who are interested in your products and are more likely to buy.

4. Retarget people who have visited your website

Have you ever been to a website, added something to your basket, then not completed the purchase? If you have, you’re not alone, 72% of online baskets created don’t finish is a Purchase.

Without prompting, less than 1 in 10 of people comeback and complete the Purchase later on. Using Facebook Ads that remind them of the products they were looking at typically increases the Purchase rate to 1 in 4. This type of Ad is most effective in the first few days after the basket is abandoned.

With the Pixel in place, it’s easy to create Custom Audience of recent website visitors, which will automatically refresh while your Ad is live.

Why do it?  You’re leaving money on the table if you don’t! These people already know and like your products. A little nudge can be all they need to make their purchase.

5. Make sure your Ad creative has high appeal and a clear call to action

With so many of us idly scrolling on our phones, it’s essential to create Ads with high visual impact, so they stand out in the feed and stop the scroll.

Your images need to be clear and eye-catching, whether they’re single images or video. Second rate photography, simply isn’t going to cut it!

Both your images and your copy need to call out to your Audience in a way that will quickly create an emotional connection. You’ve got fraction of a second to catch their attention. So, really think about things from their perspective – how will your product make them feel great / solve their problem? Create you Ad with this in mind.

Having caught their attention, don’t let them get away! Make sure you include a Shop Now or Learn More button in your Ad, so it’s quick and easy for them to buy.

Why do it? If you Ad doesn’t stand out, potential customers will just keep on scrolling and the money you’ve spent on Ads will be wasted. Without a clear call to action, you won’t get the orders you’re hoping for – you need to make it as easy as you can for people to go from your Ad to where they can buy the product. If you don’t make it easy, you’ll loss the sale.


If you’d like help with your Meta Ads, I offer training, as well as full monthly management packages.



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