Anna-Liza Adewole

Anna-Liza Adewole

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

Facebook and Instagram Ad Best Practices For E-Commerce

You’re not alone if you have no idea how to approach your Facebook advertising strategies these days. 

It’s no secret that Facebook’s organic reach has dropped significantly. Due to recent algorithm modifications and privacy changes, businesses have been compelled to invest in Facebook advertising or consider other platforms. Another issue that businesses are facing is how to navigate and utilise Facebook Ads after the IOS14 update, which heavily altered data tracking, meaning businesses had to get more creative in order to achieve the results they wanted.

But, before you dismiss Facebook as a lost cause, you should reconsider. For a good reason, 97% of businesses still choose to run sponsored advertising on Facebook. After all, Facebook has one of the largest and most active user populations of any social network and platform with high engagement rates.

Creative Ideas To Consider

Nowadays, social media is all about keeping audiences engaged and intrigued about your brand and products. The best way to do that is by having captivating creatives that are adapted for mobile phones.

It’s no secret that social media has evolved into a mobile-first environment. And when it comes to building campaigns for Facebook advertising success, this is vital. Given that you can and should post ads across Facebook and Instagram, you’ll want to make sure your ad creative is appealing, engaging, and mobile-friendly.

Consider using vibrant images in your banners, and keep your video advertising under 15 seconds long. By focusing on mobile-first creativity, you’ll be able to attract more consumers into your marketing funnels at a lower cost! 

With that in mind, here are our best tips for creating more engaging content:

  • Use Videos; Right now, Facebook & Instagram are trying to keep up with other social media platforms, like Snapchat and TikTok, which are heavily video-based. So the new algorithm is boosting and pushing video content more than ever. To stay competitive and at the top of your game, we recommend creating solid and engaging video content. As mentioned before, the video shouldn’t be too long – you want to deliver your message clearly in no more than 15 seconds.

If someone is speaking on your video, adding captions is a great addition, you’ve widened your audience by including the hearing impaired or those watching in a public environment. You also want to double-check your video ratios and make sure they are vertical or square. The majority of people hold their phones vertically.

  • Use a call-to-action(CTA):  Don’t expect your audience to understand what to do next after seeing your advert; inform them!  

“Like us for more ideas!” might be a CTA in a company awareness campaign with an informal lifestyle tone. 

A compelling CTA is even more vital when advertising an event, launch, or sale. An engaging ad tackles the “why should my audience care about this?”, then the CTA seals the deal by solving the “what can they do about it”. A couple of words at the end of your ad could be the defining feature that secures that sale. 

Facebook Ads Manager gives you the option to select from a range of CTA buttons – from Shop Now to Learn More. You could do some A/B testing to see which button your customers engage with more. 

Don’t be afraid to repeat the CTA in the description text box. Consider doing A/B testing to see which buttons elicit the greatest activity. The call to action can also be repeated inside the content, such as in the description text box.

Dynamic Ads

People who have shown or expressed any form of interest in a product on a website, in an app, or elsewhere on the internet are shown related goods automatically and effectively through Dynamic Product Ads (DPAs)

The benefits of delivering and creating adverts that are relevant to a customer’s wants or needs based on their recent internet activity are enormous. People will be more likely to buy if they see adverts for things they are interested in. 

Instead of developing tens or hundreds of unique product advertisements, you may design a single template and use DPAs to show your target audience tailored-made advertising featuring particular goods from your data stream.

You should link your product catalogue to your Facebook Ads Manager as best practice. 

The products that you’re planning to sell on Instagram and Facebook are represented by your product catalogue. This helps increase product discoverability and provides your customers with the information to make educated buying decisions.

Your catalogue should have clear and accurate descriptions of each item and include essential details. But don’t bunch a load of keywords together or over-describe as that could be off-putting and avoid including links.

The pictures you use in your catalogue should be high-quality and on a clean white background. Ensuring that that singular product is the main focus. You should also ensure that the photo dimensions are optimised for each platform. Facebook should have square images – 500×500, whereas Instagram should be a portrait – 1080 x 1920.

Dynamic ads target consumers across all devices and are suited for both desktop and mobile devices. You can also retarget bespoke audiences in as many locations online as you want using DPAs. You may use all of Facebook’s placements to have your content appear on Instagram, the Audience Network, and Facebook. This means you’re reaching more people and potential customers. 

Understanding your audience and what they engage with takes time. Not all the placements will be relevant for your particular customer base. Don’t be afraid to trial and test new images, text or ad types to see what works well with your audience. 

Authentic Branding

A social media presence is possible for every business. The real problem is establishing a trustworthy presence that can lead to conversions. Authenticity becomes a vital asset in your social media strategy when 63% of global customers say they would buy from a brand they believe is genuine. 

Authenticity isn’t something that can be assessed or measured. It’s all about developing a useful, dependable, personable online voice that connects with your audience. By connecting your social media presence with your vision, beliefs, and goals, you can provide an honest image of who you are as a company or as an individual.

Your brand’s voice should be consistent across all channels and sound the same. If you show a different persona on different platforms, you’ll come across as impersonal and unprofessional. Customers want to know that your company’s messaging is consistent and uniform. 

Consistency does not need a formula. It might be as easy as putting your logo on every profile, marketing piece, and video you post or ensuring that adverts utilise the same industry keywords in every interaction and content.

New Facebook features

Facebook Reels, which first went live in the United States in September, are now available in most countries worldwide.  The tool is an important element of Meta’s answer to TikTok. This allows creators to upload short-form video content on Facebook and cross-post Reels from Instagram to reach a larger audience. 

While Reels originated as a strategy to directly compete with TikTok as a feature within Instagram, Meta quickly recognised it could launch a more effective counteroffensive if it included Facebook. 

Reels worked great for Instagram and helped it stay relevant. Using Reels to your advantage will only add to your engagement rate and consumers.


If you’ve been dealing with Facebook Ads, maybe this Best Practises guide provided some much-needed guidance and insight. 

Instagram and Facebook’s worth as a marketing platform is unquestionable. Understanding how to run a successful paid ad campaign on the platform is critical for growing your audience and revenue.

You’ll have to adapt to the new updates and lack of Facebook tracking, meaning that when you’re creating ads, you’ll have to become more creative and clever to keep up with the competition. Even with Meta and TikTok on the rise, Facebook and Instagram shouldn’t be forgotten or pushed to the wayside. They are still essential for advertising your business as they still have a large market for potential customers.