Facebook Paid Ads Strategy for Fashion Jewellery Brand E Commerce

1. Campaign Structure

Campaign	Objective	Budget Allocation
Campaign 1	Advantage+ Sales (Purchase)	60%
Campaign 2	Manual Prospecting	20%
Campaign 3	Remarketing	15%
Campaign 4	New Collection / Offers	5%

---

Campaign 1 (Main Campaign)

Objective

Sales

Optimization Event

Purchase

Campaign Type

Advantage+ Sales Campaign

Meta's AI optimizes audiences, placements, and creatives for ecommerce stores automatically.

---

Budget

If starting

₹2,000/day

Scale

₹5,000–10,000/day

After achieving consistent ROAS

Increase by

15–20%

every 3 days.

---

Target Audience

Primary Audience

Women

Age

22–45

Locations

India

Top Cities

• Hyderabad
• Bangalore
• Chennai
• Mumbai
• Pune
• Delhi NCR
• Ahmedabad
• Kochi

---

Languages

English

Hindi

Telugu

Tamil

Kannada

---

Interest Targeting

Fashion Jewelry

Jewelry

Women's Clothing

Ethnic Wear

Saree

Lehenga

Designer Boutique

Wedding Shopping

Fashion Accessories

Beauty

Lifestyle

Online Shopping

Amazon Fashion

Myntra

AJIO

Nykaa Fashion

Lifestyle Stores

Pantaloons

Biba

W for Women

Zara

H&M

FabIndia

---

Behaviors

Engaged Shoppers

Online Buyers

Frequent Online Purchasers

Credit Card Users

Luxury Goods Buyers

---

Lookalike Audiences

Once you have

300+

Purchases

Create

1%

Purchase Lookalike

Then

2%

Then

5%

---

Custom Audiences

Website Visitors

30 Days

Add to Cart

30 Days

Initiate Checkout

30 Days

Instagram Engagers

365 Days

Facebook Page Engagers

365 Days

Video Viewers

50%

365 Days

Customers

180 Days

---

Placements

Use

Advantage+ Placements

This allows Meta to deliver ads across Facebook, Instagram, Messenger, and Audience Network based on predicted performance.

Preferred placements include:

• Instagram Reels
• Instagram Feed
• Instagram Stories
• Facebook Feed
• Facebook Reels

---

Bidding Strategy

Lowest Cost

No Bid Cap initially

After collecting sufficient purchase data:

Target ROAS

or

Cost Cap

---

Optimization Event

Purchase

Never optimize for

Traffic

or

Landing Page Views

if your goal is sales.

---

Creative Strategy

Run at least

8–12 creatives.

Creative Mix

Lifestyle Images

UGC Videos

Product Videos

Carousel Ads

Before/After Styling

Festival Collection

Wedding Collection

Customer Reviews

Behind the Scenes

Unboxing Videos

Meta recommends multiple creative variations so its system can automatically identify the best-performing combinations.

---

Offer Strategy

Examples:

✓ Buy 2 Get 1 Free

✓ Flat 15% OFF

✓ Free Shipping

✓ COD Available

✓ Easy Returns

✓ Premium Packaging

✓ Waterproof Jewelry

---

Remarketing Campaign

Budget

15%

Audience

Viewed Product

Add to Cart

Checkout

Instagram Visitors

Facebook Visitors

30 Days

Creative

Testimonials

Reviews

Limited Time Offer

Price Drop

Abandoned Cart Reminder

---

Catalog Ads

Connect your WooCommerce catalog to Meta Commerce Manager.

Run:

Dynamic Product Ads

Meta automatically shows users the products they viewed or similar products, making this especially effective for fashion ecommerce.

---

Funnel Strategy

TOF (Top of Funnel)

Cold Audience

Interest Targeting

Lookalike

Video Ads

Lifestyle Ads

---

MOF (Middle Funnel)

Website Visitors

Instagram Engagers

Carousel

Reviews

Benefits

---

BOF (Bottom Funnel)

Cart

Checkout

Purchase Intent

Discount

Urgency

Free Shipping

---

Best Performing Ad Formats

✓ Reels

✓ Carousel

✓ Collection Ads

✓ Catalog Ads

✓ Story Ads

✓ Lifestyle Videos

---

Recommended Monthly Budget

Stage	Budget
Starter	₹60,000
Growth	₹1.5 Lakhs
Scale	₹3–5 Lakhs

---

KPIs to Track

• ROAS: Target 4x–6x
• Cost per Purchase
• CTR: 2.5%+
• CPC: Below ₹10–15
• Add to Cart Rate
• Checkout Initiated
• Purchase Conversion Rate
• Average Order Value (AOV)
• Frequency (Keep below 3.5 for prospecting)

---

Technical Setup Checklist

Before scaling, ensure:

• ✅ Meta Pixel installed correctly
• ✅ Conversions API (CAPI) configured
• ✅ Purchase, Add to Cart, Initiate Checkout events firing accurately
• ✅ WooCommerce product catalog synced to Meta Commerce Manager
• ✅ UTM parameters added for campaign tracking
• ✅ Dynamic Remarketing enabled

Recommended 90-Day Scaling Plan

• Month 1: Focus on Purchase campaigns, Pixel learning, and testing 10–15 creatives.
• Month 2: Launch Lookalike Audiences, Dynamic Catalog Ads, and advanced remarketing.
• Month 3: Scale winning campaigns, introduce seasonal collections (festive/wedding), and expand budgets by 15–20% every few days while maintaining target ROAS.

For a fashion jewelry brand like Stiloso.in, this full-funnel strategy (Prospecting + Remarketing + Catalog Ads + Video Creatives) is typically the most effective approach to achieve sustainable sales growth on Meta.