My top 5 tips for Facebook Ads and eCommerce in 2021

I've been seeing a lot of dated and misinformation regarding Facebook ads for eCommerce, so I decided to gather a list of my top tips and advice in general for 2021. Things have changed this year, more so than in past years as you might know (thanks Apple!). Facebook ads are what I do for a living, so I'm forced to keep up with these things daily. Might as well share for the community on Reddit.

  1. Creative is more important than ever.

Gone are the days where you could throw up a shitty ad with a mediocre product and rake in a solid 5+ ROAS. Things have been moving toward a more creative-focused FB ad world for a while now but this year has really solidified it – creative is king. End of story.

We've been seeing great results with more UGC-focused ad creative or content in general that seems native to the platform. Ideally, people should be near the end of your video ad before they think "Shit, this is a f*cking ad!". If you are doing videos, make sure you have subtitles as most people watch with sound off. We've experimented with non-subtitle videos and they sometimes do well, but rarely. Test for yourself!

Even with still images, you can make a fun and unique native-looking video easily using something like Canva. Also – Facebook will reward you for using genuine, native content for ads on their platform.

Ideas: Unboxing videos, "TikTok" style outfit videos, influencer reviews, ect.

Check out your favorite brand's ads in Facebook ad library for inspiration!

  1. Proper funnel structure and objectives.

I can't believe the amount of outdated advice that I've been seeing as of late when it comes to objectives and strategy. I understand it can be confusing and some of these theories seem to make sense at the time but at the end of the day, it's equivalent to flushing money down the toilet.

For eCommerce, we run conversion objective 99% of the time. Don't even consider moving away from this. Facebook is smart. If you put "Traffic" as your objective, you'll get traffic (but no sales!). At the end of the day, we need sales. It's that simple.

I structure my client's campaigns like the following, majority of the time:

Always "purchase" event in adset level.

Top of funnel (Cold) Conversion, CBO: Broad adset, Interest stacked adset, LAL adset 1% (ATC, All web visitors, Social engagers, Purchasers,)

Middle of funnel retargeting (Warm) Conversion, CBO: Social engagers adset, All web visitors adset

Bottom of funnel retargeting (Hot) Conversion OR Catalog Sales: View content/Add to cart adset

For retargeting campaigns, make sure to EXCLUDE purchasers. In bottom of funnel retargeting, I'm actually seeing better results using catalog sale objective rather than conversions. Something to try out for yourself.

One of my client's accounts was struggling with the size of their retargeting audiences post IOS14.5. Something we're testing now is squishing MOF and BOF together into one campaign, making the audience size larger, and we're seeing great results from it. Something to consider if you're a smaller brand and struggling with retargeting. But for brands with more data, it's best to keep MOF and BOF separate.

You might be wondering what I mean by a "stacked" adset. Despite what your local course selling guru might say, it's common knowledge amongst real paid social experts that stacking is the norm and yields better results. Instead of testing each interest audience in a separate adset, we pool them all together and put it into one. This makes sure there is no audience overlap (waste of money) and keeps your overall audience BROAD, while giving you a true opportunity to scale once things get going.

Also – make sure to set up Facebook shop with your products (commerce manager). This allows you to tag your products directly into your posts and lets customers purchase straight off of Facebook/Instagram itself. I predict this to be huge in the upcoming years, get ahead of the trend. We're seeing a good number of conversions coming from this on some client accounts.

  1. Utilizing UTMs and conversions api.

This might be a no brainer for some people who've done their research since IOS14, but for those who haven't – use conversions api and UTMs.

UTMs are incredibly easy to implement and do help out a ton with knowing where your sales are coming from. You can set up Google Analytics to see if you're sales and traffic are directed from your ads via UTMs. For you Shopify users, you can even click on an order to see conversion details or see a report of traffic/sales coming from your ads via UTMs.

Hyros is also an amazing option for tracking but is costly.

  1. Stop touching your ads!

Too often I see someone complaining about not getting results, then I take a look and the campaigns have had a significant edit nearly every day! Once you start your campaign, let it run without touching it for AT LEAST 4 days. Pros will let it run for a week with no touchy. When you change the budget significantly or add anything new to the adset/ads themselves, it resets the algorithm and throws shit off track.

Imagine if you were doing the 100m dash in the Olympics while people were pelting you with tomatoes along the way. You wouldn't get very far unless you're Usain Bolt. That's basically what you are doing by editing your ads every day and not letting them run their course.

  1. Don't start running ads too early.

I've had many brands come to me for management or advice that are a month old with no sales organically, yet want to start running social ads. No, god, please, no.

Unless you are an eCommerce veteran and this ain't your first rodeo, it's best to run your store for a while and get sales organically before moving to social advertising. By all means, install Facebook pixel right away. But don't get your feet wet in ads until you've listened to what the market has to say about your products. Gather data. Listen to your potential customers. Get some sales.

Once you're at the point where you can get sales WITHOUT ads and know your audience to a T, then it's time to considering using paid social to scale things up.

If these tips can help a single person turn things around or aid in getting them more sales, I would be ecstatic. If you do end up implementing any of these strategies, please let me know down the road how they've done for you. As always, the world of digital marketing is constantly changing so even these tips I've laid out might not be relevant in the future. Cheers!

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I’ve gone through 8 different advertising agencies, are there any good ones?

Marketing agencies are by far my biggest pain point in my business. They always start strong, then within months they lose focus and shift energy onto new clients, etc. Has anyone had good experiences?

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Would you buy from my website?

Just looking for a simple review – yes or no, you don't have to do an in depth review.

View Poll

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4 Favorite Blogs from Ecommerce Companies

Publishing a blog on an ecommerce site builds community, creates trust, and gives consumers a reason to return. Sales would likely follow. But online merchants with long-term, quality blogs are rare. What follows are four of my favorites.

The post 4 Favorite Blogs from Ecommerce Companies appeared first on Practical Ecommerce.


For those who already have a successful online business

I just started my own online store at some weeks ago. Right now all I have up is the art department but I want to make and sell art, music, film, and software and I have all I need to do that.

I'm the person who thought up the company, and I do all the work, in and out. Presently, I'm working on a surreal fantasy CGI art piece in Unreal Engine 4 which I think will leave a good impression on people, though I have not done and promoting yet, since I want to get some music on there first.

I'm having some trouble conceptualizing how to get people to want to buy my stuff, and share it to people so the site becomes popular because it's totally new territory for me. I want to get to at least 150 sales a day on a bad day, but I just don't know what to do.

However, I DO know that I want people to crave my products, and I want people to look at my business and say "Hey, this is really cool, and the owner is a good guy who is crazy in a fun, cool way."

Could someone look at the site and tell me what I need to do to hit my sales target? I bought a bunch of book on the topic and spoke to a guy who runs a smoke shop, but I want all the help I can get.

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Shipping to consumer from China

For anyone manufacturing products in China and shipping direct to consumers in the U.S., which service do you use? I've contacted ChinaDivision and SendFromChina already but would like to get quotes from other providers as well. The product is too large to take advantage of ePacket.

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Promotional Post – Promote Your Site / Blog / Video / Service Here!

Once again we suspend the usual rules regarding linking and promotional posts and offer the community to post here – so have at it!

Please note that the other rules (even the minimum karma) will still be enforced. Please upvote posts, visit, and support!

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Same-day delivery apps need more than speed to survive post-pandemic

We have entered a whole new era of e-commerce centered on speed and convenience. Business leaders are being forced to prioritize delivery capabilities and push for more accelerated delivery services.

“Fast/reliable delivery” was the most important online shopping attribute among the more than 8,500 consumers queried for PwC’s June 2021 Global Consumer Insights Pulse Survey, making it clear that delivery services will only become more crucial across the e-commerce landscape.

Now that consumers have grown accustomed to same-day (and same-hour) delivery service models, customer expectations for delivery options will only increase.

In fact, according to a recent report from the mobile app intelligence platform SensorTower, the top food delivery apps saw continued growth in January and February 2021, with installs up 14% year over year. And yet, despite climbing user growth, DoorDash, Uber Eats and GrubHub remain unprofitable. So how can business leaders design rapid delivery models that meet consumer expectations — and still make money?

If your delivery service results in a poor customer experience, you’ll be less likely to win customer loyalty just because you offer faster delivery.

The challenge: Delivery apps need more than speed to drive profitability

To remain competitive, delivery apps are rethinking their services and broadening their offerings.

“Amazon powers next-day delivery,” Raj Beri, Uber’s global head of grocery and new verticals, said in May. “We’re going to power next-hour commerce.”

But speeding up the delivery process won’t necessarily drive revenue. More importantly, if your delivery service results in a poor customer experience, you’ll be less likely to win customer loyalty just because you offer faster delivery.

The primary challenge faced by delivery apps, or any e-commerce company looking to add delivery services as part of its offerings, is building a foundation that enables not only speed and convenience for the customer, but one that takes into account all aspects of the customer experience. For example, when delivering food, the business responsible for the delivery must make sure the food is handled safely and remain free of any contaminants. The temperature — whether hot or cold — must be maintained throughout the delivery process and the order itself must be correct.

The solution: Same-day delivery relies on sophisticated technology platforms

The “Uberization” of everything, combined with dramatically elevated consumer expectations, will take much more than a delivery app and fleet of drivers for businesses to be profitable. To follow through on the promise of same-day delivery services, a number of things need to happen without any missteps between when an order is placed and when it shows up at the customer’s door. The more complex the product being delivered, the more difficult the delivery process becomes.

To enable same-day delivery services while also reaching profitability, a delivery app must take into account the technology needed to meet customer expectations. It involves much more than simply designing an app and growing user numbers. A truly successful same-day delivery model that provides an exceptional customer experience relies on a sophisticated software platform that can simultaneously manage various aspects of the customer journey, all while making it appear seamless from the customer’s point of view.

Profitable delivery services are built on automated systems powered by artificial intelligence systems and robotics. The technology must come first, before the app and before user growth. Any other delivery business model is putting the cart before the horse.

Domino’s Pizza is a brand that has perfected the delivery process and vastly improved the overall customer experience by making technology core to their business model. The key moment came when the brand defined itself as an e-commerce company that sells pizza. It committed to data applications and implemented a robotics technology platform that enabled electronic delivery systems that added speed and efficiency to the delivery process. In April, Domino’s began rolling out a robot car delivery service to select customers in Houston via Nuro.

GrubHub is also taking steps to integrate robotic capabilities into its delivery process. According to recent reports, the company announced it would be adding self-driving units that deploy drone-like robots to deliver food to college students. The program, which will roll out on a limited number of U.S. college campuses this fall, aims to reduce delivery times and, hopefully, costs.

This focus on technology is crucial in the world of delivery apps, or for any businesses forced to compete in the newly emerging category of next-hour commerce. The key to building a successful, profitable business model is to invest in technology platforms that can connect all components of the customer journey, from opening an app and clicking on a product to purchasing the product and scheduling the delivery, and beyond.

Same-day delivery: Where to go from here

In a world where everyone wants to open an app on their phone and have whatever it is they need to be delivered within an hour, it’s tempting for business leaders to focus on the delivery app itself, whether they are building their own or partnering with another company. But focusing on the app is a shortsighted view of same-day delivery models.

Instead, business leaders must use a wide-angle lens and consider every single aspect of their customer journey: How do customers engage with their business? How do customers search for and find the products they offer? What does it take to complete an order and what conditions must be met before the order can be delivered? Also, what happens after the order to ensure it went smoothly and to the customer’s satisfaction?

Some businesses are finding success partnering with delivery apps, but this comes with the risk of putting your brand’s reputation in the hands of another company that acts as a frontline employee with customers. Other companies are adding delivery service options to their current e-commerce model, relying on third-party software that can be plugged into an existing technology stack. Unfortunately, this comes with limitations and is not viable for regulated businesses that include multiple components.

The only way to ensure a seamless customer experience on top of same-day delivery services is to build a proprietary software platform that puts the technology at the heart of your business, which allows you to automate key processes, adding speed and convenience to your delivery model. It also makes it possible to integrate robotic systems that can expedite orders, include artificial intelligence protocols that can accelerate business growth, and scale your delivery model as your business expands.

Thriving in the new era of e-commerce

“Next-hour delivery” is a catchy tagline that is sure to gain traction among consumers, but whether it will help drive profitability remains to be seen. As the CEO of a firm that has built a profitable business model centered on same-day delivery services, I’m skeptical that the promise of next-hour delivery will drive more revenue if the technology powering the delivery systems lacks automation, artificial intelligence and robotics.

It’s true that businesses will be forced to compete on same-day delivery. But another truth that has emerged since the pandemic is that this new era of e-commerce comes with heightened customer expectations that won’t be met on speed alone. Consumer satisfaction hinges on more than the amount of time it takes to move an order from an app to the customer’s door.

To succeed in the delivery service market, business leaders must ask themselves a number of questions: Which parts of their business are needed to complete a same-day delivery order? Is the ordering process intuitive? Can the order and delivery be monitored by the customer? Is the order correct when it arrives? Does it meet the customer’s expectations?

And, most importantly, is their business built on a technology platform that can support the entire customer journey and delivery model, from product discovery and purchase to same-day delivery and beyond? The businesses that answer yes to these questions are the ones I expect to thrive in the post-pandemic world.


Printful / Google Merchant Center integration – nonexistant???

Hi ladies & gents,


If you can spare a couple minutes, I'd really appreciate if you head over to the Printful Feature Request I created and hit "Vote for this feature."

tl;dr –

Currently there's no integration between Printful & Google Merchant center….so there's no way to automate Printful shipping times or shipping costs w/ Google Search or Google Shopping.

A means to automate these would be SUPER helpful for marketing efforts, AND save a ton of time in liu of manually updating Merchant Center feeds & product filelds.

However, I was told this integration is not currently on the Printful roadmap & will not be considered unless a feature request is created & gains significant popularity. So PLEASE PLEASE PLEASE WITH A CHERRY ON TOP head over there and smash the vote button.

Thank you!

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Is there a gateway which is/supports Card to Bitcoin?

I own an online store, I am asking if anyone knows of a gateway which supports my customers paying with their card details, and this then being paid to me at my crypto address. I already accept crypto however I am constantly losing £700 per week on abandoned checkouts as none of my customers have bitcoin or know how to buy it. Any help is appreciated ❤️

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