The complete guide to multi-platform ecommerce advertising

Your existing customer data reveals valuable targeting insights. Connect your marketing platform to Facebook Ads to:

• Create lookalike audiences from your highest-value customer segments.
• Build retargeting campaigns based on browse and purchase history.
• Exclude existing customers from prospecting campaigns.
• Target customers who haven’t purchased in 60+ days with win-back offers. (Your win-back window could vary depending on your product type, but 60 days is a good target for consumable products.)

For example, you could target people who browsed your site’s winter collection but didn’t purchase, showing them ads on Facebook featuring your bestselling winter items along with limited-time free shipping offers.

Ecommerce advertising tip: “The higher your typical monthly advertising spend, the more frequently you should update ad creative,” says Ben Zettler, founder of Zettler Digital. “Be prepared to cycle in and test at least 3–5 new pieces of ad creative every week or so.”

From a metrics perspective, Zettler suggests monitoring cost per mille (also known as cost per thousand), cost per click, and cost per order to evaluate whether it’s time to update the creative or shut off an ad completely.

In this Instagram ad, dog dental powder company PetLab Co. combines the power of expert advice and user-generated content (UGC). The ad establishes credibility by featuring a veterinarian recommending the teeth cleaning product, then cuts to clips of real dogs and pet owner testimonials. The ad concludes by encouraging viewers to “Click below to shop now” to create urgency and make it easy for them to buy the product.

Here are a few ways to replicate this strategy:

• Shoot product photos in real-world contexts.
• Use Instagram’s product tagging in both organic and paid content.
• Match your ad aesthetic to your organic feed.
• Test both static and video formats with shopping overlays.

Each Instagram ad format requires a unique approach:

• Stories: Use vertical video with quick cuts and clear CTAs in the first 3 seconds.
• Reels: Create fast-paced product demonstrations under 15 seconds.
• Feed: Focus on scroll-stopping visuals with product benefits in the first line.
• Shop: Prioritize clean product shots with multiple angles.

For example, a skincare brand might run story ads showing a 10-second morning routine, reels demonstrating application techniques, and feed posts featuring before/after results—each optimized for its specific placement while maintaining consistent branding.

Ecommerce advertising tip: Zettler recommends matching your testing frequency and strategy to your ad spend. For budgets under $1,000/month, focus first on testing distinctly different creative approaches (like video vs. static images or entirely different videos, for instance) to identify what drives purchases. With larger budgets ($5,000+/month), you can refine high-performing formats by testing granular changes—like moving your CTA earlier in Story sequences or simplifying product showcases.

Aligning testing with ad spend prevents lower-budget campaigns from entering learning phases too frequently, while ensuring higher-budget campaigns stay optimized, Zettler says.

For TikTok ads to perform, they need to blend seamlessly with organic content while driving clear actions. Your TikTok ecommerce strategy needs certain key elements to succeed:

• Native content: Film vertically in 9:16 format with trending sounds.
• Quick hooks: Capture attention in the first few seconds.
• Authenticity: Raw, unpolished content often outperforms high production value.

For example, a skincare brand might show a split-screen “Get Ready With Me” ad where a real customer applies the product on one side while highlighting results on the other.

TikTok’s Spark Ads format lets you amplify organic engagement through paid promotion. Here’s how to structure your ads for maximum participation.

Start with a “foundational ad” demonstrating your product—like a skincare brand showing a “3-step morning routine challenge.” Then, use Spark Ads to promote the best user responses to your original ad.

When viewers see both the original ad and real customers recreating it, they’re more likely to trust and engage with your brand, since the content feels more authentic than traditional product advertising.

This approach turns your ad spend into a catalyst for UGC, creating a self-reinforcing cycle where paid promotion drives organic engagement, which you can then amplify through additional Spark Ads.

Your Search Ad strategy needs to align with where customers are in their buying journey. For each product category, think about employing different strategies for each phase:

• Research phase: Target broad informational keywords.
• Comparison phase: Focus on specific product features and benefits.
• Purchase phase: Bid on exact product names and buying terms.

For example, if you sell running shoes, your keywords might progress from “best shoes for marathon training” (research) to “Nike Air Zoom vs. Brooks Ghost” (comparison) to “Nike Air Zoom Pegasus 39 price” (purchase).

Match each ad’s landing page and copy to the searcher’s intent at that stage.

Your product feed determines how your items appear in Shopping Ads. Here are a few ways to maximize visibility:

• Front-load product titles with searchable terms.
• Include size, color, and material in product type fields.
• Add all relevant product categories.
• Update price and inventory data regularly.
• Use high-quality images against white backgrounds.

Consider a men’s winter coat listing as an example. Instead of “The North Face Jacket – Black”, structure the title as “Men’s North Face ThermoBall Eco Winter Puffer Jacket – Black.” This format includes essential search terms while maintaining readability.

Your Amazon presence needs to extend beyond individual product listings. Here are a few ways to strengthen your brand:

• Create top-notch content with comparison charts and lifestyle imagery.
• Launch a Store page with curated product collections.
• Use Sponsored Brand Video ads to showcase product features.
• Maintain consistent brand voice across all content.
• Include detailed product information in bullet points.

Let’s say you sell kitchen appliances. Your Store page might feature seasonal recipe collections that incorporate multiple products, while your content shows size comparisons and highlights unique features through interactive images.

With its robust visual search technology, Pinterest demands a different advertising approach. The platform combines search engine capabilities with social media features. A few key elements make it unique:

Visual discovery: Users can search using images instead of words.
Purchase planning: 96% of searches are unbranded, opening opportunities for new brands.
Content lifespan: Pins continue driving traffic for days on average, vs. mere hours on other platforms.

A cosmetics brand can turn WhatsApp into a digital storefront by designing interactive product discovery flows. Here’s an example of a message flow that could work for this:

• Customer: “I’m looking for a new moisturizer.”
• Auto-response: “Thanks for reaching out! Would you say your skin is: 1) Dry 2) Oily 3) Combination”
[Customer selects option]
• Auto-response: [Sends catalog of relevant products with descriptions and prices]

In WhatsApp, your brand can take a similar approach, setting up quick replies for common questions and using message templates to guide customers through their buying journey.

Your product catalog should include clear images, prices, and descriptions—all accessible within the chat interface.

WhatsApp Business API lets you segment your broadcast lists based on previous purchases and browsing behavior. Create separate groups for:

• First-time buyers vs. repeat customers
• Product category preferences
• Purchase frequency
• AOV

Then, tailor your WhatsApp messaging accordingly. For instance, when launching a new line of sustainable packaging, you might send personalized announcements to customers who’ve previously bought eco-friendly products, complete with exclusive early-access codes and direct purchase links within the chat.

These targeted WhatsApp messages feel more like helpful updates than promotional broadcasts, maintaining the platform’s personal messaging feel while driving higher engagement and conversion rates.

Snapchat’s AR capabilities create unique opportunities for product visualization. For ecommerce brands, this could translate into virtual try-ons and immersive product demonstrations.

Here are a few ideas for turning your products into interactive AR experiences on Snapchat:

• Beauty brands can create makeup try-on lenses.
• Furniture retailers can help users visualize items in their space.
• Fashion brands can offer virtual fitting rooms.
• Accessory brands can let users test different styles.

LinkedIn’s professional network offers unique advantages for B2B ecommerce. The platform’s business-focused audience actively seeks industry insights and solutions. So, focus your LinkedIn content on solving business challenges by:

• Sharing detailed case studies about customer successes
• Posting product demonstration videos
• Publishing industry research and trend analysis
• Showcasing customer testimonials through carousels

X (formerly Twitter) excels at immediate, event-driven engagement. The platform’s real-time nature makes it ideal for flash sales and limited-time offers. Users here expect quick responses and authentic interactions.

Time your X promotions around relevant conversations by:

• Launching flash sales during peak engagement times
• Responding to trending topics with relevant product tie-ins
• Using polls to gather instant feedback
• Creating urgency with countdown tweets

Reddit’s structure demands a different advertising approach. Each subreddit functions as its own community with unique rules and culture. Success here requires genuine participation before promotion.

Build credibility through authentic Reddit engagement by:

• Answering questions in relevant subreddits
• Sharing expert knowledge without direct selling
• Hosting AMA (Ask Me Anything) sessions
• Addressing customer service issues publicly

Focus on subreddits where your expertise adds value to existing discussions, rather than creating purely promotional content.