Shopify Facebook ads for beginners

You already know Facebook as the social media platform that lets you tag friends, comment on photos, and set up events. But what do you know about Facebook ads for Shopify?

All about Facebook ads

While Facebook may have started out as a social media platform, it is now a serious advertising tool rivaling the likes of Google Ads and Bing to bring you closer to your customers.

Its impressive audience statistics include:

This vast and captive audience makes Facebook ads ideal for driving traffic, targeting potential customers, and creating awareness of your Shopify store.

Getting started with Shopify Facebook ads

1. Set up Facebook Business Manager

(Source: Shopify)

Facebook Business Manager is a platform where you and your staff can manage your company page and Facebook ads.

Go to business.facebook.com and follow the on-screen instructions to create a Business Manager account and to set up an ad account.

2. Link Facebook and Shopify

To analyze the ROI from your Facebook ads, it’s necessary to install the Facebook pixel onto your Shopify store. This tracks the actions taken by anyone visiting your Shopify website through your Facebook ads.

Copy your 16-digit pixel ID from your Business Manager account (Measure & Report > Events Manager > Pixels > Create a Pixel) and paste this into the Facebook pixel ID field in your Shopify admin (Online Store > Preferences). 

3. Create an audience

To get your Shopify Facebook ads in front of the right people, you need to specify your audience. There are three main types of Facebook ad audience:

1) Custom Audience

A Custom Audience (also known as a retargeted audience) includes people who have already interacted with your brand.

To create a retargeted customer audience, go to the Audience manager and select Create Custom Audience

On the following pop-up, select the source you want to draw this audience from. For example, you can select people who have already visited your Shopify store, those who follow you on Instagram or even upload contact information from your CRM system.

2) Lookalike Audience

A Lookalike Audience includes people who have not previously interacted with your brand but who match your Custom Audience in some way.

To create a Lookalike Audience, go to the Audience manager and select Create a Lookalike Audience

On the following pop-up, select the Custom Audience to base your lookalike profile on, the geographical location you want to target, and the audience size. Note that the smaller your audience size, the more closely they will resemble your Custom Audience source.

3) Saved audience

A Saved Audience is an audience created by you, either because you don’t have enough data to build a Custom or Lookalike Audience, or because you want to target an entirely different type of person.

To create a Saved Audience, go to the Audience manager and select Create a Saved Audience.

On the pop-up, specify your Saved Audience’s details, including location, age, gender, interests, behaviors, and demographics.

Creating a Facebook ad campaign

A Facebook advertising campaign is similar to a marketing campaign. It includes one or more ads and ad parametres all focused on the same objective. For example, you might have a campaign for increasing visitors to your Shopify home page.

To create your Shopify Facebook ad campaign, go to the Ads Manager on Facebook Business Manager, click Create and follow these steps:

1. Choose an objective

Giving your campaign an objective allows Facebook to optimize your ads correctly. Select the overall marketing objective for your campaign by choosing one of the options provided under the three categories:

  • Awareness – generating interest in your Shopify store and products.
  • Consideration – getting people to think about your brand and start researching it.
  • Conversions – encouraging people to buy your products.

Pick the objective that most closely aligns with your specific goal.

2. Create an ad set

An ad set is a collection of settings telling your ad how to run. Create your ad set by tweaking the following settings:

Audience

This is the audience you want this particular campaign to target. Select the appropriate audience from the audiences you already created and, if necessary, refine it further using the options available.

Placement

Your campaign and ad can appear in multiple places across the Facebook network, including feeds, stories, Facebook Marketplace, and even on Instagram. Select the specific platforms you want to target or let Facebook automatically place your ads for you.

Budget and schedule

Your campaign budget is the maximum you want to spend per day and during the lifetime of the campaign. When setting your budget, consider:

  • Your overall marketing budget;
  • The price of the products you’re advertising; and
  • The potential ROI from an ad click.

Once you’ve set your budget, select whether you want the ad to run between specific dates, or continuously.

4. Creating your ad

For your ad to engage the audience it reaches, the ad itself must be engaging.

Tips for creating a visual ad that drives conversions:

  • Using clear and bolded headlines
  • Adding a destination URL to a relevant landing page
  • Including a clear call to action, such as “Buy now” or “Find out more”
  • Using relevant emojis
  • Adding videos to show product demonstrations or tell brand stories
  • Using carousel ads to showcase multiple products or themes

Congratulations – you did it!. Your campaign has now been created, and your ad is ready to go.

Getting the most out of your Facebook ads

And our final tip in this ‘Shopify Facebook ads for beginners’ blog is to make sure that you optimize your ads and Shopify store to gain the most clicks and conversions possible out of your audience.

  • Customize your Shopify theme to make the landing pages and website easy to navigate, enjoyable to use, and simple to purchase from.
  • Offer 2-day delivery to prevent cart abandonment and encourage conversions. Highlight your 2-day delivery speeds on your Facebook ads.
  • Monitor your ad’s performance and making any tweaks necessary (Facebook recommends waiting for 1,000 impressions before you start making changes).

Once you get going, the possibilities (and click-throughs) are endless.

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