Effective Facebook advertising for Ecommerce involves advanced prospecting techniques combined with product retargeting. In this eGuide we’ve compiled the strategies many top Ecommerce companies use for achieving success with their Facebook advertising. Enjoy!

1. Performance Marketer’s Guide to Revenue
Growth on Facebook
Facebook Advertising
Strategy for Ecommerce
eGuide

2. Contents
Introduction 3
Chapter 1 : Scaling Spend & Growing Revenue 4
Begin with a Good Base Audience 5
Create Lookalike Audiences 6
Retargeting Campaigns for All Products 7
Excluding Customers Who Have Purchased 8
Chapter 2 : Increasing Conversions 9
Attribution & Measuring 10
Micro Targeting 11
Product Level Retargeting 12
Conclusion 13

3. 3 stitcherads.com
Introduction
Effective Facebook advertising for Ecommerce involves
advanced prospecting techniques combined with product
retargeting. In this eGuide we’ve compiled the strategies many
top Ecommerce companies use for achieving success with their
Facebook advertising.
Stop thinking of Facebook as a social network. Of course this
is part of what it is, but for Ecommerce it is the perfect channel
for direct response marketing. Social teams should not be
responsible for Ecommerce ads on Facebook. Acquisition
teams should be responsible for using Facebook as a direct
response channel.

4. Chapter 1 :
Scaling Spend &
Growing Revenue

5. 5 stitcherads.com
To efficiently scale your spend on Facebook you must begin with a base or
“seed” audience. This is done by creating a Web Custom Audience (WCA)
from existing customers or visitors to your website. The base audience will
be used to build other audiences and increase customer acquisition, as your
spend increases. The more segmented base audiences you have, the more
Lookalike Audiences you can create, which we cover in the next step.
Here is an example of how to set up your WCAs and how they will work:
Actionable Insight
If you don’t have the WCA pixel setup on your website yet, you can start by
creating an audience from customer email addresses or Facebook IDs.
Begin with a Good Base
Audience
Visits Website
Facebook Retargeting - Web Custom Audiences
Product or
Category Ad
Buy
Exclude
Audience
Visits Newsfeed
Leave
Website
Audience
View Product
View Product
Audience
Add to Basket
Basket
Audience
Product Ad Product Ad
Across Devices
BuyView Product Add to Basket
Exclude
Audience
View Product
Audience
Basket
Audience
Excluded
from ads
Identity Based
Targeting

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