menu close
menu close
back to Insight Page

Vital Ecommerce Advertising Strategies for the Back-to-School Shopping Season

Written by: Carolyn Berk, Content Marketing Associate

The 2017 back-to-school shopping season is slated to be bigger than ever. According to eMarketer, this year’s retail and ecommerce sales will reach an estimated $857.18 billion in just July and August, a 4% increase over last year.

eMarketer 2017 back to school stats - back to school best practices

eMarketer predicts that this year’s back-to-school shopping season will account for an astonishing 17% of total retail sales for the year. That means online retailers must be prepared with finely-tuned ad campaigns that will catch the attention of parents and students looking to stock up for the school year.

How can you be certain that your ads will generate the most possible revenue? Try out these proven strategies and best practices that are already driving sales for top ecommerce advertisers.

Athleta uses dynamic ads for unbeatable retargeting

Back-to-school shopping involves a great deal of browsing and research to find just the right products to purchase. Because shoppers are constantly on-the-go, your ads have to migrate with them. Retargeting is crucial for reminding users about items they browsed or products they may have abandoned in their shopping cart.

Athleta Instagram Dynamic Ad- back to school best practices

Athleta takes its ad retargeting to the next level by running dynamic ads on Instagram. This ad type is tailor made for retailers because they can display multiple products that shoppers have browsed but failed to purchase. Best of all, dynamic ads are a completely automated solution, making it simple to deliver personalized ads at the exact right moment.

Mahabis makes a winning point with reviews

Featuring positive reviews from real customers is a proven way to drive purchases. This strategy offers social proof that products are as good as advertised. Showcasing reviews or testimonials can be especially effective during the back-to-school shopping season, when parents and students are looking to purchase items that will continually deliver value throughout the entire school year.


This Facebook video ad from Mahabis uses simple image creative in a compelling video ad format. Including strong testimonials from real customers results in an ad with an authentic voice that doesn’t over-sell the product.

BaubleBar drives sales by announcing discounts

Parents and students often have many items on their back-to-school shopping list. As a result, sales, coupons and discounts are especially valued by audiences looking to stock up for the school year. Try driving sales by offering exclusive or limited time deals that will entice viewers to click through your ad, view your products, and make a purchase.

BaubleBar Facebook Carousel Ad - back to school best practices

In the Facebook carousel ad example above, BaubleBar announces a sale on earrings. The ad drives viewers to make an immediate purchase by creating a sense of urgency with language like “Sale ends in hours.” These tactics create a stronger selling point for BaubleBar than simply showing off its items in the ad.

Delivering ROI: 4 Ecommerce Advertising Success Stories

Download this free eBook to learn how in-house marketing teams at today’s top online retailers are delivering results with advertising automation software.

Download the eBook


next post

But wait, there's more

Join Our Newsletter