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Promoting your products on Facebook by Meta

You can promote items from your Ecwid catalog on Facebook, showcasing products to your followers and to a broader audience, increasing brand awareness.

To promote products, you first need to sync your Ecwid products to a catalog on Facebook. Once your products appear in the Facebook catalog, they are also available for the Meta Ads Manager and you can start to promote them.

There are several ways for marketing activities, both free and paid, that you can use to bring your business to larger audiences. That includes tagging products, boosting posts with tagged products, creating ads campaigns with specific products, and so on. Creating and managing most promotion activities across Facebook are performed from your Facebook Page and Ads Manager.

Tagging products in posts on Facebook

Starting August 2023, Meta has limited the number of countries that can sell on Facebook and Instagram. If you are not in the list of countries that can sell on Facebook and Instagram, you no longer will be able to use features associated with Facebook Shop, including tagging posts. Still, you can create ads and run it across both Facebook and Instagram.

After you’ve connected your Ecwid catalog with Facebook, you can associate specific products with posts on your Facebook Page. For example, upload a photo and link items on a photo with  products from your Facebook catalog. When people view your post, they click on the tagged products to see additional information such as product descriptions, prices, and a link to purchase the product. They can also save tagged products for later or share them with friends.

Tagging is best to use when aiming for engagement and relationship-building with your key audience that follows you. If you need to reach broader audiences or specific demographics for promotional campaigns, product launches, or events, you can boost post or run an ad.

Since Meta deprecated the View shop button in the EU, Switzerland and the UK tagging products is now the only way to navigate European customers to your store apart from advertising. With the tagging feature, European customers can access your product page, view item details, and make purchases.

Learn how to tag a product in your Facebook post →

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Boosting best posts on Facebook

You can promote any post from your Facebook Page to reach not only your followers but a wider audience. When you boost a post, you choose an audience based on demographics, interests, and behaviors to ensure your content reaches people who are most likely to buy from you.

If your post contains product tagging, people can click on the tagged products to get more information about the product and purchase it, save, or share.

Use post boosting as the simplest type of advertising that requires minimum setup. It will help you increase the engagement beyond your current followers, promote specific content or events, drive traffic to your online store, or reach a targeted audience with relevant content.

Since boosting is a paid type of promotion, you will need to set up Meta's Ads Manager before making your first boost.

Learn how to boost a Facebook post →

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Setting up an action button on your Facebook Page

Due to Meta restrictions, customers based in the European Economic Area, Switzerland and the UK will not see the View shop button on your Facebook Page. To help that audience visit your shop and view products, you can run ads or tag products in posts.

When you connect your Ecwid store with Meta, a Call-to-Action button automatically appears on your Facebook business page. A button makes it easier for your followers and visitors to engage with your business and take desired actions directly from your Facebook Page.

You can set up a call-to-action button to direct visitors to specific actions or destinations. For example, a button that says Book Now and allows people to book an appointment, or Send Message that starts a chat in Facebook Messenger.

Learn how to add or edit an action button on your Facebook Page →

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Creating ads on Facebook

Ads on Facebook is a paid promotional content that can appear in people's news feeds, on the right-hand side of the desktop interface, in stories, or reels. You can create ads with specific objectives, such as driving traffic to a website, increasing brand awareness, generating leads, or driving sales.

There are two ways how you can run an ads campaign:

  • With the Kliken app. Kliken is a good choice for anyone inexperienced with Facebook ads. The tool simplifies ad creation and setup compared to direct setup on Facebook. The campaigns are automatically configured to help retarget ads to the shoppers who viewed products in your store, added items to the cart, or purchased from you.
  • Directly on Facebook. Creating ad campaigns with Meta Ads Manager offers versatile options. You can select campaign goals, like driving sales or engaging new audiences. Additionally, you can utilize the Advantage+ tool, which uses machine learning to deliver the most relevant ad content to different audiences. 

Retargeting on Facebook to reach more audience

Retargeting involves showing ads to people who have previously visited your website or interacted with your content. With retargeting, you can re-engage people and encourage them to take further action, such as making a purchase or visiting your site.

Retargeting is a good strategy when you need to keep your brand top of mind and increase a number of return customers. You set up retargeting from your Meta Ads Manager.

To launch retargeting, you have to install a Facebook Pixel to your website so that Facebook can learn who interacts with your content.

Learn how to retarget in your Facebook Ads Manager →

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