Launch Your Shopify Store the Right Way: Guide to Setting up Facebook Ads
Shopify is one of the best platforms for establishing an e-commerce business. Once you’ve got yours all setup and running, the next challenge is how to attract customers. Especially now that more and more customers are shopping online, you need to keep up with their demands while staying ahead of the competition.
On average, only about 2.8 percent of eCommerce website visits actually convert. While the conversion rate varies depending on the business, it's still a small figure, which means you'll have to work twice as hard to get more people in the door to have a better chance of earning any sales.
Fortunately, for most businesses, you can depend on a number of advertising platforms to get your product in front of customers online. One of those is Facebook Ads, and the great thing about Facebook Ads is that it allows you to advertise your products on Facebook, Instagram, Messenger, and even WhatsApp.
Making Facebook ad mistakes when you first start advertising your Shopify shop may be costly. But, in reality, virtually everyone makes mistakes at first, and most campaigns require testing to determine their effectiveness. This article was intended to help you set up your Facebook ad campaign and perhaps even save you hundreds or thousands of dollars.
SECTION 1: SETTING UP FACEBOOK ADS ACCOUNT FOR SHOPIFY
Step 1: Set up Facebook Business Manager
The very first step you need to take is to create a Facebook account for your business and set up your Facebook Business Manager. This is an account that will be used to facilitate ads and will also have your business name and profile.
Go to Facebook Business (https://business.facebook.com/overview) and log in to your existing business’ Facebook account.
Next, you’ll need to enter your business name, your name, and the email address you want to use to manage your Facebook Business Manager account, then click Next.
Enter your business details. After, you’ll need to specify whether this Business Manager account is for promoting your own business or to provide services to other businesses (like an agency). When you’re finished, click Submit.
You should receive an email with the subject line “Confirm your business email.” Click Confirm Now.
After you create an account, you will need to create an advertising account and link it to your Shopify store via Facebook pixel.
Step 2: Create an Ad Account
Go to the Business Manager menu, under Accounts, click Business Settings, then click create a new ad account and enter the information.
Step 3: Add your Facebook Ad accounts to Business Manager
Note that once you add your ad account to Facebook Business Manager, you can’t remove it, so it’s especially important only to add accounts you own.
If you’re already using Facebook ads, you can just link your existing ad account as follows:
From the Business Manager dashboard, click Add Ad Account, then Add Ad Account again, and then enter the ad account ID, which you can find in Ads Manager.
If you don’t have a Facebook ads account, just follow Step 2 above.
Step 4: Create a Pixel for Shopify
The Facebook Pixel allows conversion tracking and algorithmic ad optimization.
Go to Event Manager, then click Connect a new data.
Select Web and enter your website’s URL, and select Partner Integration.
Choose what events to track. You can also create your own events in the Custom Conversations tab if needed.
On the next page, you will see the Pixel ID that was just generated. Take note of the Pixel ID as you’ll need it for the next step.
Step 5: Connect your Shopify Store with Pixel
Head over to Shopify, go to your admin page, and click Preferences under Online Store. You should see a Facebook Pixel section where you can enter the pixel ID that was generated earlier.
Shopify > Online Store > Preferences > Enter the Pixel ID and save.
In here, you will see a Facebook Pixel section where you can enter the Pixel ID that was just created, then save.
If nothing happens right immediately, don't be alarmed. Pixel takes a while to appear online but you'll eventually see visitor activity for the events you chose to track.
SECTION 2: SETTING UP ADS CAMPAIGN
Step 1: Creating Facebook Audiences
Now that you've installed your Facebook pixel to your Shopify store, it's time to start tracking your traffic. You will be able to monitor how customers interact with your Shopify store as well as their conversions.
You can specify who the primary target of your ads is in the Business Manager's Audiences section.
In this section, you can configure the following information about our target audience:
- Lookalike Sources
- Audience Location and Size
- Website Traffic
- Customer File
Step 2: Set up your campaign objectives
To create ads on Facebook, you will need to set up a campaign made of ad sets. Each campaign you create targets specific audience groups in order to achieve a chosen objective.
You can choose your campaign objectives from the Brand Awareness, Considerations, and Conversions categories. In other words, you can design an ad campaign for the top, middle, or bottom of the marketing funnel.
Facebook will charge you differently depending on your objectives, thus it is critical to select the correct objective in order to optimize who sees them.
Since you want to drive traffic into your Shopify store, you may consider ‘Store Traffic’. Choose the "Catalog sales" objective if you want to use product images from your Shopify store that you imported into a Facebook Catalog. Select "Conversions" if you wish to use images created specifically for Facebook Ads.
Once you've decided on an objective, you may name your campaign under the "Campaign edit" page. Make it descriptive so you can easily identify its content.
Step 3: Set your budget
You can specify a daily maximum spend and a lifetime budget for the duration of the ad campaign. The cost per 1,000 impressions (CPM) is heavily influenced by the demand for advertising to a particular group.
This may need some research into your target market, but in general, audiences for more costly goods are more expensive to reach.
Step 4: Select your audience and ad placements for ad sets
Next, choose an audience for each of your ad sets. You may develop new audiences or leverage similar audiences from previous campaigns. You may also target people depending on how they interact with your page, content, or ads.
Then you may determine how and where the ad will appear. You may select to have your ad appear in specific content like stories or articles, or even in Instagram. Unless you know your audience's exact location, use automatic placement.
Step 5: Design your ad
Now you can design the ad! Select Create Ad in your Facebook Ads Manager. You can choose from the following:
- Ads using only one image
Single image advertisements are as straightforward as they seem; simply upload a picture with the ad content. These are ideal for presenting your landing page or headline product and generating brand recognition.
- Commercials in video
Video advertisements may help you rapidly explain your company to a new audience or offer a new feature or product to existing consumers.
- Carousel ads
You may use carousel advertisements to display a series of pictures that visitors can scroll through within the ad. These are great for displaying a collection of related goods that are currently on sale.
- Product Ads That Change Over Time
Dynamic product advertisements personalize the product shown in the ad for each user. These may make use of your Facebook Pixel to display consumers goods they've already seen on your shop, or they can allow Facebook to choose which product to show depending on user profile data.
- Advertisements for Collections
Users may browse through a collection of pictures and videos in collection advertisements, which are comparable to carousel ads. Collection advertisements may be used to help consumers explore your business or convey your company's narrative, in addition to presenting product groupings.
- Lead Ads
With the inclusion of a sign-up button, any of the above layouts may be used as a lead ad. Because the majority of Facebook users are on mobile and have their phone number connected to their profile, it's excellent for generating leads for your SMS campaign. As a consequence, customers may opt-in by just tapping the button rather than filling out any forms.
This allows you to easily distinguish your most interested leads and interact with them more directly to offer tailored suggestions.
Step 6: Measure your ad’s success
Once the campaign is live, your work is far from over. To achieve the highest conversion rate from your budget, Facebook ad campaigns must be monitored and optimized over time.
The click-through rate (CTR) and engagement rate are engagement metrics that may help you assess how customers react to your ads. Low CTR might indicate a problem with the relevancy of your targeting or the quality of your creatives. Higher ad interaction causes Facebook's algorithm to offer the ad more reach at a reduced cost. It is in your best interest to experiment with your targeting and ads in order to get the highest level of engagement with your ads.
Remember that tweaking your ads for the ideal results on Facebook takes time. As a result, your campaign will initially be less cost-effective, but this should improve with time. If you're unhappy with the results, don't cancel or modify the ad right away. Allow the campaign to reach 1,000 impressions before making a decision on whether to continue or alter it. This will allow Facebook's algorithm time to locate the suitable people for your ad to be shown to.
Tracking Conversions in Facebook Business Manager
Choose the campaign, ad set, or ad you'd want to see in Facebook Ads Manager. A table of available metrics will be shown to you. Select the monitored events you wish to measure from the Columns menu, then click Apply.
This can provide important information on how people engage with your ad, which you can use to enhance your custom audiences or optimize future ad design.
Tracking Conversions in Shopify
In the Marketing section of Shopify Admin, you can see how much traffic and sales each of your marketing sources has generated.
You can see which traffic sources are providing the most leads to your site, as well as which traffic sources are converting the most. You can compare your Facebook Ads stats to this to understand its impact.
SECTION 3: Running Facebook Ads in 2021
As most marketers have observed, the pandemic had a significant impact on buyer psychology in 2020. As a result of the coronavirus lockdowns, we noticed a significant shift in purchasing behavior from offline to online globally.
Here are a few critical factors you might want to consider when running Facebook Ads for Shopify:
- Keep your ad content authentic: As much as possible, you want to make your advertising appear natural and relevant to your target. Hard sell messages usually do not work for new or prospective audiences. You might want to consider highlighting product features or what the product can do for them rather than blatantly saying things like “Amazing watches at 20% off!”
- Video is king: Time and again, marketers have emphasized the impact of video content and with the heightened popularity of social media platforms like Tiktok and Instagram, it’s obvious that people want video more than any other type of content. But not just any video, it’s got to be short, informative, engaging, and interesting enough.
- Use chatbots: More and more customers are inclined to connect with a brand on its social media channels now to obtain more information. Chatbots help keep things efficient and also give your potential customers the answers they need.
- Use high-quality lifestyle photos: Customers are more likely to be attracted to photos that are aspirational rather than stock photos and graphics. Of course, the photos should always be high quality and should highlight the product and its usage.
When done correctly, Facebook advertising for your Shopify store may be one of your most effective marketing strategies. It is extremely useful for dropshippers, as advertising is critical to their business.
Facebook's Ads feature allows users to access over 2.6 billion active users on the world's largest social media network. The Ads tool allows you to develop a marketing strategy based on your target demographic and is a strong e-commerce tool.
If you need assistance or are seeking the best agency to apply these marketing techniques, as well as create and design your Shopify store, look no further than Webinopoly.
Webinopoly is a multi-award-winning digital agency specializing in design, setup, development, and marketing. Our services include everything from creating your Shopify store to theme customization, website development, Shopify migration, SEO, and marketing.
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