What is important when it comes to the performance of Facebook and Instagram Ads?
In conversations with online shop operators, it is noticeable again and again that most people believe that technical settings such as targeting, the campaign structure, or the bid strategy are the key to success.
All of these things are important, no question about it!
But the success of a campaign depends to a large extent on the creative – what the advertised gets to see. According to a Teads study, simply adjusting the display increases perception by an average of 18.5%.
In fact, my personal experience shows that a bad set-up with good creatives works better than a clean set-up with bad creatives.
That’s exactly why I’m giving you 20 Awesome Facebook and Instagram Ads Ideas for high-performance in e-commerce in this article. I have listed the inspirations for creatives on the respective levels of awareness: prospecting, re-engagement, retargeting, existing customers. If you can’t do anything with these yet, I recommend this article.
7 creatives for prospecting
In prospecting, we address users who are not yet familiar with our product and our brand. They have not yet had any points of contact with us. Maybe they don’t even have an awareness of the problem.
Start with the awareness of your target audience: If they are aware of the problem but don’t yet know your product, talk about the problem in your creative. If she knows your product but doesn’t know your brand yet, tell them about the product.
1-The product carousel
One way to show your target group which products you offer is the product carousel. You can show the user different products in a carousel or present the areas of application of a product. Another possibility is that you present your USPs of a product in the form of a carousel.
2- Simple product images
Simple product images are the easiest way to draw the attention of potential customers to your product who are not yet familiar with your product. But I don’t mean that you should display your products on a white background.
Simple image ads are most effective when you show your product in action. Because in e-commerce we have the disadvantage compared to retail that customers buy a pig in a poke. You will only see the products if you have already bought them.
That is why we have to make the products tangible for our customers in advertising. Your customer needs to be able to imagine what it feels like to hold your product in their hands and use it. One method for this is application images.
3- Animated images
If a product image shows good results on one of my campaigns, I animate it and test it against the static image. The background is as follows: moving images attract more attention.
You probably know that from yourself: Where do you tend to stop in your newsfeed – with a static or animated image? For example, you can animate an arrow or the flame of a candle or something similar.
Infographics in prospecting are particularly suitable for products that require explanation. Because your customer has to understand the product before they buy it. You can use infographics to explain your product quickly and concisely.
5- Explanatory videos
Another method of explaining products that need to be explained is to use explanatory videos. I can only advise you to have your explanatory video professionally produced. Half-heartedly produced explanatory films do not serve their purpose.
6- Application tips
For products that should show a certain effect, you can give your potential customers application tips to present your product in three dimensions. This form of creativity is particularly suitable for cosmetic products, food supplements, or the like.
7- Anteaser blog articles
It doesn’t always have to be direct sales. Only about 10% of the users in your store are ready to buy right now. All others won’t be ready to buy for weeks, months, or years. If you scale your campaigns – you can find a method of scaling in this blog article – you will reach more and more users who are not ready to buy at the moment.
One way to pick up users who are not ready to buy is: Write a blog article on your topic and link your products to it.
- Place advertisements on the article.
- If you manage to pick up and warm up the users who are not ready to buy directly via the article, you can achieve direct sales even though the users would actually not have been ready to buy. You develop it further.
5 creatives for re-engagement
Re-engagement addresses users who have interacted with an advertisement or a post but have not yet visited the online shop. Maybe they liked a post, posted a comment, watched a video, or something similar. These users already know the brand and the product. But you still have too little confidence to buy.
One way to build this trust is through testimonials – positive customer voices. The most powerful testimonials are video testimonials, but these are also the hardest to come by. If you don’t have any videos from customers, you can also have customer voices in text form nicely prepared graphically and use them as advertisements.
9- Influencer content
Influencers enjoy trust in their target group. You can use this trust for yourself by running campaigns with them and displaying the advertisements in re-engagement.
10- Unboxing videos
As I have already mentioned, the customer buys a pig in a poke in an online shop. One way to present your products in three dimensions is to use unboxing videos. In my experience, unboxing videos work best when a customer unpacks the product.
11- User-generated content
In addition to the forms of user-generated content already discussed (testimonials, influencer content, unboxing videos), others are suitable, for example, application images, specific motto images, entries to competitions, etc.
12- Show product diversity
In re-engagement, the user probably does not yet know all of the products that you are offering. Maybe he saw an advertisement in prospecting for a product that he doesn’t need right now, but he thinks your brand is good. Then now is the ideal time to show him more products – for example in a product carousel.
4 creatives for retargeting
In retargeting, the user has already been to your online shop – maybe they have already added a product to the shopping cart – but they have not yet bought your product. At this level of awareness, not much is missing for the user to buy. A small reminder is often enough.
Actions are an efficient method of getting users to buy in retargeting. Because promotions create opportunities to buy now. I work with 5-10% discount codes here.
In retargeting, a small reminder is often enough to get the user to buy. Many put products in the shopping cart as a kind of memo, but then cancel the order. With a reminder, you can remind exactly these users of the purchase.
Perhaps the user does not yet understand what he is missing out on if he does not buy from you. In retargeting, show your customer the most important advantages of buying from you.
16- Dynamic Product Ads
With dynamic retargeting ads, you can show the user exactly the product that he has already viewed as an advertisement. You probably know that from Amazon or Zalando.
4 creatives for existing customers
Most advertisers invest a lot of money in attracting new customers, forgetting about existing customers, even though an existing customer is much more likely to buy than a new customer. With the help of existing customer campaigns, you can retain customers and increase your customer value.
17- Refill packs
If you’re selling consumable products, refills are a way to encourage your customers to buy again. You, your customer, and the environment benefit from the refill packs.
18- Thank you video
In e-commerce, customers are typically reluctant to purchase immediately after purchase. You can counteract this with a thank you video. Record a short video explaining why your customer made a good decision.
19- Founder story
The customer bought. Now you want to make the one-time buyer a fan so that he will buy from you again and again. Tell your founder story so that your customer can identify with your online shop.
20- Existing customer campaigns
If you want your customer to buy from you again, create occasions for it. For example, come up with certain existing customer campaigns or create bundles only for existing customers.
The fact is: the success of your Facebook campaigns is determined by the quality of your creatives. So that you have enough inspiration for sales-boosting advertisements, the 20 ideas for appealing creatives in e-commerce are listed again:
- The product carousel
- Simple product images
- Animated images
- Explanatory videos
- Application tips
- Anteaser blog articles
- Influencer content
- Unboxing videos
- User-generated content
- Show product diversity
- Dynamic Product Ads
- Refill packs
- Thank you video
- Founder story
- Existing customer campaigns
What kind of creativity do you like to use for your ads?