How To Run An Effective Facebook Ads Campaign For Your Shopify Store
Facebook has more than 2 billion active monthly users . That’s massive, and a solid reason to take Facebook ads very seriously, especially if you’re running a Shopify eCommerce store.
In this article, we’ll give you a step by step process to run Facebook ads effectively, so you can make sales, boost conversions, optimize the rate of return on your ad investment, and be a successful eCommerce retailer.
So if you’re ready, let the fun begin!
Step 1: Create A Facebook Business Page
If you want to run a Facebook ad campaign, you need to be on Facebook and have a business page for your Shopify eCommerce Store.
Creating a business page is pretty simple on Facebook. All you need to do is go to the Facebook Business Page , select one of the options offered to you, as mentioned in the image below, and simply follow the steps to add a profile photo and cover image, a description about your shopify store, create your first post and start engaging with your audience.
Step 2: Add A Facebook Pixel To Your Shopify Store
This is an important step, as it’s the Facebook Pixel that creates a link between your Shopify Store and Facebook Ads. It’s what tracks all of the traffic, users and people who visit your Shopify store, and assists with facebook analytics and more.
The process of adding a Facebook pixel is simple . If you’re using Shopify, all you need to do is copy the Facebook Pixel ID (a 16 digit number) from your business manager account and paste the link into Facebook Pixel ID field within the preferences section of your Shopify Admin Panel.
Once you do this, you’ll be able to track stats like visitor data, add to carts and purchase information on your Shopify store, resulting from your efforts from a Facebook ad campaign.
Note that this step is critical to the success of your campaign!
Step 3: Create Audiences In Your Facebook Ads Manager
This step is all about creating audiences of people you’ll be targeting for your ad. These are the folks who’ll be watching your ad, and taking action on it! So it’s important you do the step as accurately as possible.
Now there’s a bunch of ways in which you can do this! You can:
- Create a customer list through your Shopify store. It’s possible to go into your Shopify store admin panel and export a customer list into a CSV file, which you can then enter into your Facebook Ads manager. More on this process here .
- The second way is to use interests, demographics and location targeting, relying on the data Facebook can provide you with. Facebook has detailed insights on their users, with their prior permission, and can help you target your ads to the most fine tuned groups you could imagine. For example, you could choose to target film makers, within the age group of 30-40, located in New York City.
- You could choose from the data collected by your Facebook pixel on your Shopify store, by targeting those who’ve viewed or added to cart but not purchased anything, or bought another product so you can cross sell to them.
- You could manually upload data into your Facebook Ads manager in order to create an audience, or use other data sources from data vendors. Such files and data can be imported into your Facebook Ads Manager through importing it via a CSV file.
Step 4: Create Product Lists In Your Facebook Ads Manager
When you’re running an eCommerce store, creating a product list can be extremely helpful. This is especially true if you want to advertise one product at a time, or a bunch of products at a time.
One way to do this is by creating a CSV document by inputting all of your products into a Google Sheet. The Google sheet should contain all important information pertaining to your product, like a product description, photos, the price and any other information that is relevant to both the Facebook Ads manager, and to your future customers.
You could also use your Shopify admin panel to create a product list, and directly integrate your Shopify store with Facebook so if you add any new products to the Shopify store, it will automatically become available to run an ad campaign for within Facebook.
Once you have these ‘product feeds’ available to run campaigns for, it becomes a lot easier to set up campaigns. All you need to do is select the products you want to advertise!
Step 5: Start Making Ads & Ad Campaigns
Once you’ve got the fundamentals covered, you can start making some ads! There are few steps to this too, and you have a bunch of options. You could:
- Make video ads: This would involve making a video about your product, which you can shoot using a camera if you’re wanting to advertise a physical product. Or an animated video if your product is something like an online course.
- Make image ads: You can take good quality photos using an SLR camera with a good lens that brings out the best in your product.
- Other ad formats: This includes cinemagraphs, infographics or GIFs, which are highly effective in grabbing the attention of your audience.
Once you’ve got this sorted, you can start to structure, create and implement some ad campaigns. Ideally, you want to have only 1 ad per ad group you create so you’re crystal clear about how each ad group is performing.
You must also make sure you choose an objective for your campaign before you initiate it. We recommend choosing ‘conversions’ to be your goal, since it’s a measurable and meaningful metric to assess for any eCommerce store operator.
The next most important part of creating an ad campaign is to do targeting well. If you’ve already created an audience in the step above, you can simply select it and get started. Otherwise you’ll need to select from a bunch of targeting selection criteria to really nail this part.
Facebook offers ‘dynamic targeting’ which means targeting those customers who’ve already engaged with your website, whether by visiting it or making an incomplete purchase. By enabling dynamic targeting, Facebook ads will follow these users around the internet, to continually expose your ads to them. It’s a smart way to capture conversions by selling to those who might be interested in your products!
Dynamic product targeting is another feature you can use to your advantage by making Facebook display only those products that your users may have expressed an interest in by visiting their product page on your website.
Step 6: Measure Your Facebook Campaign Results
After creating, implementing and launching your Shopify campaigns, you can track various details about your Facebook ad campaigns. The whole reason why you should do this is to know what’s working or not working so you invest your marketing dollars wisely.
You can also choose to A/B test your ads. By creating different ad groups and monitoring the conversions on each one, you’ll be able to assess which ad groups to stick with, and which ones you should pivot on and try something different.
Make full use of both, the Facebook & Shopify analytics tools to identify which metrics are most meaningful to your success. Track impressions, conversions, clicks, click through rates and return on ad spend to make informed decisions and boost your returns.
Wrapping it up
As you can see, running a Facebook ad campaign is all about following a systematic process that covers all essential steps to advertising success. Try to get some industry specific insights, so you can set realistic expectations.
PageFly helps Shopify merchants to build landing pages for their store. Contact us for more information and we’d love to help.
Vice President of Strategy and Marketing Services
From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations.