You can do both; dynamic product ads and remaketing ads that you have more control over (static or carousel ads). It's not an either or but I would start out with dynamic product ads as that is always the best ROI for our ecom clients. If you don't plan to use Google Shopping, Then Facebook is going to be your best bet with Dynamic Product Ads campaign. Some information below on how to set them up.
Facebook Ad Account
If you have not, you should Setup your Facebook Catalog. That way you can run Dynamic Product Ads (DPA), which is remarketing/retargeting on Facebook and Instagram. When someone comes to your site and does not buy... you can show them an ad later on Facebook and Instagram. The DPA campaigns are always the best return on ad spend for our clients. It's good to start with site visitors or people who have added something to their cart/started checkout but have not bought anything. Some remarketing audiences you can look at are:
- View Content
- View Category
- Add To Cart / Initiated Checkout 30 days or 60 days
- All site visitors 30 days or 60 days
... just make sure for any audience above to exclude people who have purchased a product. Once you have that setup. You can see what is working and what is not working and grow the business. The above assumes you have setup your Facebook pixel. That way you can track your sales. Hope you found this helpful, if so please click "like" below to let me know.
I highly recommend running DPA, but in some cases, surely on sites with products under a single category, you can run a carousel ad featuring several different products (see more examples on Fixel's blog - Advanced Remarketing Targeting on Facebook)
I also recommend breaking down your audiences by their stage in the funnel (hot/cold).
You can do so using explicit actions, e.g. Add to Cart or Initiated Checkout, or implicit actions, e.g. Time on Page or Scroll Depth.
You can also use our app Quiero which offers all these signals for Facebook and Google (and it's free!)