Successful Social Media Ads: 4 Must-Know Tips for E-commerce Brands

With the advent of new data privacy regulations and the iOS 14.5 & 17 updates, companies are facing a lack of crucial data for targeting. Meanwhile, costs per impression are rising, and competition is fiercer than ever. Old strategies are no longer sufficient in the digital advertising landscape. So, how can e-commerce brands survive in this challenging environment?

At Wrkt Digital, we have years of experience working with countless e-commerce brands, each with its own unique challenges. We believe that every successful ad campaign begins with thorough research and experimenting with different strategies. Over time, we learn more about what works and what doesn’t in the world of social media advertising.

This blog post might not offer the ultimate solution, but we would like to share our insights on the ad tactics we have applied for our clients. These tactics have led to an average increase of +35% in ROAS.

1. Use Broad Targeting for the Best Results

Believe it or not, the machine learning algorithms of platforms like Meta and TikTok are now smarter than you might think. Here’s why broad targeting can be the right approach:

These algorithms can analyze vast amounts of data and recognize patterns. Instead of limiting yourself to a small and narrowly defined audience, such as lookalike or interest-based audiences, broad targeting gives you the chance to reach a much larger audience. This increases the amount of data these platforms can use, making them more effective at finding the most relevant audiences. By using this approach, you increase the chances of reaching people who are interested in your product or service without having to conduct a detailed audience analysis yourself. This allows you to focus on creating engaging content while the algorithms do the heavy lifting. The result is a more efficient and effective ad campaign. In short, broader audience = more data = better outcomes.

2. Creative strategy over Targeting

Meta’s machine learning technology has advanced so much in recent years that it is no longer best practice to use complex, segmented audiences. Today, your creative strategy and the message itself are the core of your targeting. Focus on creating content that perfectly aligns with the specific phase of the funnel your audience is in, and let Meta’s advanced machine learning do the optimization work.

In short, apply content-driven targeting within your marketing funnel. For example, the ad content for your top-funnel audience (who are not yet familiar with the brand, products, USPs, and price point) should differ from the message for your bottom-funnel audience, where the goal is to drive a purchase.

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3. A Human Touch with UGC Stories

User Generated Content (UGC) is content that looks natural and is meant to inspire, inform, or entertain. When you integrate this form of content into your ad campaign correctly, you can reap numerous benefits. UGC helps you make an authentic connection with your audience by making your brand more personable.


4. Leverage Campaign Types with AI Optimization Models

To fully utilize platforms like Meta and TikTok, you can use AI-based optimization models such as Advantage+ Shopping Campaigns and Dynamic Creatives. These models use advanced machine learning technology to automate and optimize the ad process.

With these models, you can quickly create personalized ads, where AI selects the best products and creative elements to show your audience. This results in a more targeted and effective ad experience, increasing the likelihood of your audience engaging and taking action. Additionally, it saves you time and effort by automatically streamlining processes and reducing the need for manual adjustments.

For instance, with Franky Amsterdam, we achieved a 10% higher ROAS using Advantage+ Shopping campaigns and Catalogue+ ads.


Social media advertising is becoming increasingly complex, but with the right strategy, you can succeed as an e-commerce brand in 2024. Follow the tips in this blog post to optimize your ads and achieve the best ROAS.

Would you like our help in developing a successful social advertising strategy? Contact us!!