Running an online store is exciting, but getting people to actually buy from you can be a challenge. That’s where smart promotions and Facebook ads come in. A well-timed discount can catch attention, bring in new customers, and turn browsers into buyers.
But not every discount works. And not every Facebook ad gets results.
In this guide, we’ll break down simple, proven ways to use Facebook ads to promote your e-commerce offers. You’ll learn how to set up your ads, write strong messages, choose the right audience, and make your campaigns work harder for you.
1. Start with a Clear Goal
Before you launch your ad, ask yourself: What’s the purpose of this promotion?
Do you want to:
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Bring in new customers?
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Boost sales during a slow period?
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Sell off extra inventory?
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Get cart abandoners to complete their orders?
Your goal should shape the kind of offer you use.
Examples:
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New customers: Offer “10% off your first order.” In your ad, say something like: “New here? Take 10% off today.”
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Too much stock: Use a bigger discount like “Buy One, Get One Free” to clear it out fast.
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Abandoned carts: Show a reminder ad with a discount like free shipping or 10% off if they buy within 48 hours.
Tip: make your offers feel special and time-limited. Avoid offering discounts all the time, or they’ll start to lose their power.
Want to see how goals fit into a complete funnel? Check out this step-by-step Facebook Ads funnel strategy that breaks down every stage from audience targeting to conversion.
2. Pick the Right Campaign Type
When setting up your ad, Facebook will ask what kind of result you want. Choose the option that matches your goal.
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Awareness: Reach as many people as possible to build brand recognition. Best for: new business launches, brand updates.
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Traffic: Send users to your website, landing page, or shop. Best for: flash sales, product pages.
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Engagement: Get likes, comments, shares, video views, or messages. Best for: giveaways, social proof, chat-based offers.
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Leads: Collect contact info like emails or phone numbers. Best for: newsletter signups, discount-for-email deals.
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App Promotion: Drive app installs or in-app actions. Best for: app-only offers, mobile discounts.
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Sales: Drive conversions like purchases or add-to-carts. Best for: limited-time offers, cart recovery, product bundles.
Example: if you’re offering 10% off for new customers, choose a Sales campaign and make sure you're not showing it to people who already bought something.
3. Write Clear and Simple Ad Copy
Your message needs to be short, direct, and easy to understand. People scroll fast, so make sure your offer stands out right away.
Tips for writing ad copy:
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Start with the deal: “Save 20% on our bestsellers. This weekend only.”
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Show urgency: “Offer ends Sunday at midnight.”
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Be specific: Instead of saying “Don’t miss this deal,” say “Buy 2, Get 1 Free. Only through Friday.”
For example, your ad copy might look like this: “Get 15% off all skincare bundles. No code needed. Discount applied at checkout. Ends Sunday!”
Tip: try two versions of your ad — one with urgency, one without — and see which performs better.
4. Use the Right Ad Format
The format you choose should match your message. Luckily, Facebook offers a few good ones for promotions.
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Image ads: Use a clean photo with simple text like “20% OFF. Today Only.”
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Carousel ads: Show multiple sale items, each with its own link.
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Video ads: Short clips showing the product in use can work well for new customers.
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Stories and Reels: Quick, full-screen video with clear call-to-action buttons, great for mobile users.
For example, you could run a carousel ad with six sale items, each linking to its product page.
Want to test different formats and find what works best? Here’s a useful guide on how to experiment with Facebook ad formats.
5. Target the Right People
You don’t need to reach everyone — just the right people. Facebook's targeting tools make this easy.
Smart audience ideas:
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Website visitors (last 30 days): Remind them about items they looked at.
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Cart abandoners: Offer a small discount or free shipping to bring them back.
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Email list uploads: Show special deals to your existing subscribers.
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Lookalike audiences: Find new people similar to your best customers.
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Repeat buyers: Give loyal customers a thank-you discount.
Tip: exclude recent customers from your “new customer” ads to avoid wasting budget.
6. Make Sure Your Website Matches Your Ad
Your landing page should clearly show the same offer as your ad. Otherwise, people will click away.
Checklist:
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The discount should be easy to see.
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If the offer has a deadline, use a countdown timer.
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Show reviews and ratings to build trust.
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Make checkout fast and simple.
For example, if your ad says “Free Shipping This Week,” that message should also be on the product page and checkout page.
7. Run Promotions at the Right Time
When you run your promotion matters almost as much as what you’re offering.
Good timing ideas:
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Midweek promos: People often shop more on Wednesday or Thursday.
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Payday offers: Run short sales around the 1st and 15th of the month.
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Holiday deals: Start a little early, before the big wave of emails and ads hit.
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Flash sales: Create urgency with short 24–48 hour deals.
Tip: run ads during the hours your audience is usually online. Use your past data to decide.
Planning a big seasonal push? This guide on maximizing your Facebook Ads during peak e-commerce seasons offers great timing and creative tips.
8. Measure the Right Results
Don’t just focus on clicks. Make sure your promotions are actually making money.
Important metrics to track:
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Cost per purchase,
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Return on ad spend (ROAS),
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Landing page conversion rate,
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Repeat purchase rate,
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Customer lifetime value.
Tip: use tracking tools like Facebook’s Conversions API and UTM codes. They help you connect ad clicks to real sales.
9. Keep New Customers Coming Back
Getting someone to buy once is great. Getting them to buy again is even better.
After your promo, follow up with:
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Thank-you emails that offer a small discount on the next order.
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Retargeting ads with related products.
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Loyalty rewards like points, perks, or member-only deals.
For example, if a customer buys dog food from your store, show them a follow-up ad for toys or treats they might also like.
Want to turn one-time buyers into loyal customers? Use these best practices for targeting repeat purchases.
Final Thoughts
Facebook Ads are a powerful way to promote your offers, but they work best when you have a clear plan. Know your goal, write a strong message, choose the right audience, and time it well.
Even a small discount can bring big results if the offer feels timely, valuable, and easy to act on.
Now it’s your turn. What’s your next promotion? And how will you turn it into sales?
