Key Takeaways:
Understand the advantages that Meta Ads Manager has over boosted posts.
Learn tips for setting up Meta Ads campaigns.
Discover ad-level strategies to boost your results.
Meta Ads continue to grow in revenue, offering retailers a promising channel for boosting their sales. Facebook’s ad revenues are expected to reach $123.73 billion this year, according to recent data from Statista.
This massive potential, however, is often untapped by retailers relying solely on boosted posts. While boosted posts are a good starting point, they’re like learning to swim in the shallow end. To truly navigate the deep ocean of targeted advertising and reach new depths of customer engagement, Meta Ads Manager is essential. Join us as we walk you through the essential steps to setting up campaigns to maximize performance and drive real results for your retail business.
“Boosting posts can be a useful tactic to extend organic reach and build engagement, but it shouldn’t be the only form of advertising that you run on Meta.”
– Technology Therapy® Group
Why Ads Manager Beats Boosting Posts
Boosting posts can be a useful tactic to extend organic reach and build engagement, but it shouldn’t be the only form of advertising that you run on Meta. We encourage you to step up your game (and elevate your results) by incorporating Meta Ads Manager into your strategy. Here are just four ways that Meta Ads Manager beats boosted posts:
More Precise Targeting
Meta Ads allow you to fine-tune your audience based on customer data, website visitors, and Lookalike Audiences. This means your ads reach the people most likely to engage and convert.
Better Measurement Options
Track conversions, store visits, and sales with more accuracy. With advanced tracking tools, you gain deeper insights into your ad performance and customer behavior.
Control Over Placements
Optimize where and how your ads appear across Meta’s platforms. Whether it’s the Facebook feed, Instagram Stories, or the Marketplace, you can choose placements that maximize engagement and ROI.
Diverse Ad Formats
Showcase your products in the best possible way with multiple ad formats. From carousels and collection ads to immersive video experiences, you can tailor your creative to capture attention and drive action.
“Meta’s Advantage+ Placements is a great tool for maximizing exposure, automatically selecting the best ad placements across platforms. If you’re new to Meta Ads, start with this feature and adjust manually once you have enough data.”
– Technology Therapy® Group
3 Simple Tips to Setting Up Your Campaign
If setting up your Meta Ads makes you feel dazed and slightly confused, no worries. Here are three tips to get started!
1. Keep Your Product Catalog & Tracking in Check
Before running any ads, ensure that your Meta Catalog is properly synced with your website so your inventory stays accurate and up to date. If a product is out of stock or mislabeled, you don’t want to waste ad spend promoting it. Also, make sure you have a Meta Pixel installed on your site. This powerful tool tracks user behavior and sales, allowing you to measure conversions, retarget past visitors, and refine your ad strategy for better results.
2. Optimize Your Campaign Structure
A well-structured campaign helps you control your budget and make sure that your ads stay relevant. Setting an end date prevents unnecessary spending and keeps your content from running longer than intended. If your campaign includes multiple ad sets, using campaign-level budget allocation allows Meta to automatically distribute funds where they’ll have the most impact. However, if you prefer precise control over spending for different audiences, you can set budgets at the ad set level instead.
3. Take Advantage of Smart Placements & Audiences
Meta’s Advantage+ Placements is a great tool for maximizing exposure, automatically selecting the best ad placements across platforms. If you’re new to Meta Ads, start with this feature and adjust manually once you have enough data. Advantage+ Audiences can also help expand your reach by incorporating detailed targeting, such as followers, past customers, or Lookalike Audiences. For traffic ads, monitor how users interact with your website after clicking. Over time, you can refine placements based on actual engagement rather than just link clicks, so you’re attracting the right audience in the most effective way.
Ad-Level Strategies for Maximum Impact
Your ad creative and targeting are what will make or break your campaign. The right mix of formats, messaging, and tracking will help you get the most out of your Meta Ads.
Use a Mix of Ad Formats
People engage with content in different ways, so it’s important to diversify your ad formats. Advantage+ Catalog Carousel automatically pulls shoppable images from your catalog, making it easy for users to browse and purchase. Collection Ads blend lifestyle imagery or video with seamless shopping options, giving a more immersive experience. Manual Carousel Ads let you highlight multiple products or promotions in a swipeable format, while Single Image or Video Ads work well for storytelling and brand awareness. Use a blend of these, so your audience sees content in the format that resonates most with them.
Link to the Right Page
The last thing you want is to send potential customers to a generic homepage when they expect something specific. Your ad’s destination URL should match the content of the ad itself. If you’re advertising a particular product, link directly to that product’s page. If your ad highlights a broader category, send users to that collection. For events or services, drive traffic to a dedicated landing page with clear next steps, such as signing up or booking an appointment. The easier it is for users to find what they clicked for, the more likely they are to convert.
Write Copy That Converts
Your ad copy should be an extension of your brand’s voice while also being clear and compelling. Keep messaging authentic and aligned with your organic content so it feels natural to your audience. Maximize text length when appropriate to provide more context and detail. If you’re using AI-generated copy enhancements, review them carefully. Not all suggestions will align with your brand’s style and goals, so be selective about what you keep.
Leverage URL Parameters & Tracking
Tracking your ad performance goes beyond Meta’s built-in tools. Adding URL parameters to your links helps you see exactly where traffic is coming from in Google Analytics. Use parameters like Source: {{site_source_name}}, Medium: {{placement}}, and Campaign Name: {{campaign.name}} to measure effectiveness. Finally, double-check that the correct Meta Pixel is selected so you can accurately track conversions and optimize future campaigns.
You also want to double-check that the correct Meta Pixel is selected to track conversions properly. Without accurate tracking, you could miss out on valuable insights that help refine and improve your ad strategy over time.
Maximize Your Meta Ads for Greater Growth
Meta Ads are a powerful tool for retailers, but they require more than just boosted posts. Harness the full potential of Ads Manager with strategic planning, testing, and optimization. Sync your catalog, define clear goals, optimize placements, and track performance to drive significant revenue growth for your retail business.
Level Up Your Meta Ads
Need a professional to review your Meta Ads performance? Contact TTG for an audit!
