17 December 2022

How To Design The Best Facebook Ads For Your E-Commerce

Your e-commerce business is all set up and ready to be launched. Your products are ready, you are familiar with your target audience, your marketing has been planned out and you also know about the importance of Facebook ads. 

Let’s talk about how to design eye-catching and successful Facebook Ads that will bring in more traffic and sales. Keep reading to find out more!

Facebook is the number one social media channel for marketing. It is the most popular choice amongst users for advertising their e-commerce business. Social Media Examiner’s 2017 industry report says that over 93% of social media advertisers use Facebook Ads. So, adding this to your marketing strategy is a smart and beneficial choice.

With this much popularity, it can be hard to stand out from the crowd. That is why your ads need to be designed with suggestions that will make them a success.


What to pay attention to when starting to design your Facebook Ads?

Let’s go over the foundation of a killer ad. Your Facebook Ads should:

  • Include a Call-To-Action

What is the next step you want your potential customer to do when seeing your ad? Are you calling them to find out more about your products, sign up or subscribe to your mailing list or are you asking them directly to buy the product you’re advertising? Make this very clear, so your ads can reach the desired goal.

  • Have a great understanding of their value proposition

Tell your clients more about your products. What makes them different and special, and most importantly – why should they choose to buy from you, instead from someone else.

  • Be aligned with your focus group

Be fully aware of what your target audience likes and values. This way you can add exactly that to your ads to make them more attractive.

These three pillars are vital for the success of your Facebook Ads. Make sure to be clear with each point so you can make the most out of the investment for your e-commerce business.

Once you have gone over the foundation and you feel like you have everything fully covered, it’s time to start designing your ads.

First step, before getting into the more creative part, is choosing the format for your ad. There are 5 different ones to pick between:

  1. Slideshow
  2. Canvas
  3. Carousel
  4. Single Image
  5. Video

Once that is figured out, you can begin!


Choose Image(s) For Your Facebook Ads

The visual of your ad will decide if it is a success or not. Keep in mind that the image is the first thing that people will notice. That is what catches their attention and creates the desired outcome. Data shows that 75-90% of the time it’s the image that drives the performance of Facebook Ads.

A study done by the University of Iowa shows that people remember things visually better, rather than hearing them. This means that images and videos are the key for marketing your products and bringing in more customers.

Pictures can have powerful and effective results for your e-commerce. To stand out with unique images, make sure to use high-quality visuals. Prefer professional content.


Make Your Facebook Ads Relatable

People are more likely to buy a product if they can relate to its advertisement. A great way to help with that is by including real people in your designs. Marketing Experiments research shows that you can increase conversions by 35% using real people on your images, instead of stock photos.

Be mindful to use people who resemble your target audience. This makes people feel like your products are a great match for them and they can even visualize themselves using them. Adding a relatable detail to your Facebook Ads is a great and simple hack for your marketing strategy.


Use Psychology And Emotions

People tend to make many purchases based on their emotions. That is a tool you can use for your Facebook Ads as well. Triggering certain feelings in people might lead them to the end goal – buying your products. 

A study shows that emotional content has a better performance rate, than the one with just rational one. 

The best way to use emotions is to think of your target audience. Think of everything they like and dislike, what are their dreams and what kind of life they would desire. Write it down and choose emotions you would describe them with – active, vibrant, elegant, serious, fun etc. Get personal with your focus group.

Make sure that all the words you use, also represent the products you are selling. Give your audience a sense of urgency using psychology. Triggering emotions is a great way to bring in sales.


Facebook Ad Design

Once you have picked out the visual content – images and videos – it’s time to create your Facebook Ad design. The most important part about this is to follow Facebook’s guidelines for the ad size. Facebook does let you use images in different sizes but following the recommended measurements is the key. This way you can be sure that nothing gets cropped out and the quality is good. 

The standard size for Facebook Ad is 1200 x 628 pixels wide.

If you are a beginner and have no previous experience with this, a great tool that will be helpful is Canva. It offers different size options, templates and designs for your ads to look like they are made by a real professional graphic designer. Canva is easy to use and offers a free version as well.


Adding Text To Your Facebook Ads

Number one attraction of an ad is the visual part, the image you choose. But that doesn’t mean that text should be overlooked. Copywriting is important and can either make or break your ad.

A great text can convince a potential customer to make the purchase and even become a regular.

Here are some tips and tricks to keep in mind when adding text to your Facebook Ads.

Less is more

When it comes to ads, it’s better to keep the text to a minimum. Facebook tends to suppress ads with too much text and the end result is not as good as it could have been. Limited ad reach is a waste of funds.

Based on your design and text your ad will be classified in one of four ways:

  1. OK
  2. Low
  3. Medium
  4. High

This will determine the reach of your ad. Don’t worry, you won’t have to just hope for a good result, you can check it beforehand. Facebook has a Text Overlay Tool, which allows you to test the ad’s classification before uploading it. Based on the results you can make the necessary changes. 

You will want to be classified on a higher level to assure that your target audience will see your ads.


Attractive Offers

Adding a coupon, sale or special offer makes your ads stand out. It is an effective way to attract people to your products. The idea that this one-time deal will never repeat itself might make a potential customer purchase from your e-commerce.

People like to feel special, so adding a discount code will create a sense of exclusivity. The idea of a killer deal will bring in more sales.

Adding a sense of urgency to your deals will make your customers not want to miss out on it. When you are going to make a time-sensitive offer, make sure that you are making the rules clear to your customers. Instead of saying ‘’24-Hour Sale’’, put an actual end-time to it. This way there won’t be misunderstandings and disappointment. You want your customers to be able to trust you.


Call To Action

Your ads should guide your customers to the final desired end result. What is it that you want people to do when they see your ads?

Be clear and go straight to the point. If your CTA is to bring them to your website, make sure the ad click lands them there. If you want them to go straight to buying the product you are advertising, guarantee simple steps to get to that goal. 

Make sure that your CTA button is visible and easily understandable. Don’t overcomplicate it.

Jeremy Smith who is an expert in conversion says:
“Your CTA buttons are the most valuable feature of your entire website. The CTA is where it all happens — all the conversions, all the revenue, all the action.”



Here are the most important details to consider and focus on when you start creating Facebook Ads. If you keep these tips in mind, then your ads will be a success. Take the time to get to know your target audience so you can bring in more sales. 

You don’t have to be an experienced graphic designer to create awesome ads for your e-commerce. Get creative and trust the process!

We do understand that as a beginner, it might seem overwhelming, but don’t worry – Squarewave can help you out! Our team has a wide experience with digital marketing and can assist you with your Facebook Ads as well.