One of the most important things you can do with your eCommerce Facebook ads is to "message the moment." Here's what that means…
Let's say you sell jewelry. You could run a campaign in December that says, "2020 has been difficult for everyone. Stay connected with those you love the most by giving the most meaningful gift this holiday season!"
In this example, you're messaging 2 themes in the current zeitgeist: (1) The current global pandemic that's affecting everyone and (2) The holiday gifting season.
The holidays are obviously the most obvious time to "message the moment" since you just need to position your product as a great gift idea, but this is something that you can do year-round in order to grow sales by making your product as relevant as possible to what people are going through.
Let me know if you have any other examples or questions about this.