Facebook ads for Shopify Stores

Facebook Ads Marketing for Shopify Stores

So, you are the proud owner of a Shopify store and you have done everything right as far as getting set up is concerned, but how do you get people to actually come to your store and make purchases? Could Facebook Ads Marketing be the answer that you are looking for? Hi, my name is Francisco, and I am the owner of Planet Marketing, a digital marketing agency. My company specializes in Facebook Ads, Google Ads and Remarketing. Over the years, I have helped boost quite a number of Shopify Stores using Facebook Ads, and today, I am going to show you how you too can do it. In this article, I am going to;

  1. Outline the basics of creating Facebook Ads for Shopify Stores
  2. Show you to create and upload a catalog to Facebook
  3. Give a Practical Guide to the Creation of the First Facebook Ad for your Store

Basics of Creating Facebook Ads for Shopify Stores

Let’s assume that you have just set up a Shopify store selling Sports regalia. Before you can become the next Bezos, however, you are going to have to overcome quite a number of challenges. First of all, nobody is likely to have heard about you, save for your wife or husband and other close relatives. On top of that, you are going to be facing stiff competition from other people who already have thriving stores similar to you.

Another challenge stems from the fact that for Shopify Stores, getting set up to do Facebook Ads can be rather difficult. You cannot just breeze in there and create an ad as you would with other products. Okay, maybe you could do that, but that’s not the best option. What you need to do is to create Dynamic Ads on Facebook. Not only that, but you also need to create and upload your Catalogs to Facebook.

Finally, you need to set up Pixel on your site to get the most out of these dynamic ads. And you Pixel needs to be linked to your Catalog. These are all areas that we are going to cover in this article. And if that all seems daunting, get in touch with me and I will do it for you. Facebook Ads are what I do on a daily basis, after all!

Dynamic Ads work best for Shopify Stores

Back to our Sports regalia store; if you have created one, chances are high that you are going to have quite a lot of products in your catalog. So, how do you cover them all when it comes to advertising on Facebook? How do you make it such that a person is only shown an ad for a product that they are interested in and not for everything? Well, the answer to that is dynamic Facebook Ads.  But what are Dynamic Facebook Ads and how do they work?

What are Dynamic Facebook Ads?

Dynamic ads are ads that display specific products based on a person’s interests on your website. We have already noted that Shopify Stores will have quite a number of products in their catalogues. Some will have thousands of products on sale. So, instead of creating one ad to cover everything, you will create a dynamic ad that has all the products in your catalogue. People are then shown ads on Facebook based on what they searched for on your website.

Dynamic Ads work with Facebook Pixel

Facebook Pixel is another area in which I specialize. In short, Facebook Pixel is an analytical code that you install on your website that tracks what people are doing on the site. To do Dynamic Ads, you need to set up Facebook Pixel on your website. Just to give an example; let’s assume that a person has visited your Sports regalia website and they are interested in Soccer boots. They flip through the shoes that are in your catalog, but leave without buying anything.

Now, if you have installed Pixel on your site, the tool will record what the person was doing there. Next time they visit Facebook, they will be shown your ads. However, they are not just shown any of your ads. Because you will be running dynamic ads, they will be shown ads relating to the Soccer boots in which they were interested when they visited your site.

This provides them with that extra jolt that’s needed to turn mere interest into a conversion. Remember what I said at the top about doing Remarketing. The scenario that I described above is what remarketing is all about. It’s similar to what Google does. At one point or the other you will have noticed ads that seemingly follow you across the internet. They are based on your interest when you visited a website eCommerce websites.

You need to upload your Catalog to Facebook

As noted, you can do Facebook Ads Marketing for Shopify Stores the ordinary way. Then you can really do it the right way. And the right way, as you can see, can be quite involved! There are so many steps involved, particularly when getting set up. But not to worry! Feel free to check out my Facebook Ads Setup Plan! It’s aimed at making sure that all the hard, initial work is taken care of. From there, you can continue creating and running your ads on your own.

One additional thing that you need to do when creating Facebook Ads for your Shopify store is to create Catalog. Remember, the goal here is to come up with Dynamic Ads. There are quite a number of things that you can do in your catalogue, including creating product sets. These determine when each of the products in your catalogue are triggered to appear in your ad.

Link Pixel to your Catalogue

Now that you have installed Facebook Pixel on your website and you have created a catalog, it’s time to bring everything together so they can bring the best results for your Shopify Store. Connecting pixel to your catalogue ensures that people are shown ads featuring products based on their interest on your site. So, if someone showed an interest in Baseball bats on your site, they are then shown an ad featuring that product when they visit Facebook.

Practical Guide to Creating Dynamic Facebook Ads for Shopify Stores

Facebook Ads Marketing for Shopify Stores
Facebook Ads are created in Ads Manager

So far I have given you the theory on how to do Facebook Ads Marketing for Shopify Stores the correct way. I noted that you need to create Dynamic Ads, featuring the products in your catalog. I also noted that you need to install Facebook Pixel on your site to track visitor behavior. That way, people can be shown the right ad when they visit Facebook. You also need to create a catalog for use in your Facebook Ads. Finally, you need to connect Pixel and your Catalog.

In this section, I show you part of the process of creating your Facebook Ads for your store. Part of the process, because Facebook Ads creation can be very involved. That’s particularly the case when it comes to Shopify Stores. So, I can’t show you everything here. So, where do you begin? Facebook Ads are created in Ads Manager. You don’t need to set up much to get started. You can sign in using your personal Facebook details. The process of creating your first Facebook Ad is roughly composed of 3 steps;

  • Choosing a Campaign Objective
  • Setting up your Catalog on Facebook
  • Setting up your Target Audience in the Ad Set
  • Creating the Ad

1. Choosing a Campaign Objective

This is something to which we have already alluded. The process of creating a Facebook Ad for your Shopify Store begins with choosing a Campaign Objective. Note that Facebook provides you with 11 Campaign Objectives for your Ads. However, you can only have one for each Campaign. The following are the available Campaign Objectives for Facebook Ads;

  • Reach
  • Catalog Sales
  • Conversions
  • Store traffic
  • Traffic
  • Video views
  • App installs
  • Engagement
  • Brand awareness
  • Messages
  • Lead generation

Which one is best for Shopify Stores

catalog sales
Shopify Stores should choose the Catalog sales Campaign Objective

Most people have trouble when it comes to choosing a Campaign Objective for their Facebook Ads. That’s usually because they are not really sure what their ultimate goals are. However, when creating Facebook Ads for Shopify Stores, the choice is quite simple. You need to go with Catalog Sales as your Campaign Objective. That way, your prospects will be shown products on your catalog, depending on their pixel tracked interests, as already noted.

2. Create a Catalog

Catalog Manager
You need to create a Catalog in Facebook Catalog Manager

Because we chose Catalog Sales as our Campaign Objective, we are going to need to create a Catalog before we can continue. Your Catalog will feature the products that are on sale on your websites. Getting set up can be time consuming. After clicking on Create Catalog, you will be taken to the Catalog Manager page.

On the next page, you are presented with 4 options for your Catalog. Choose one that’s appropriate for your business; between eCommerce, travel, auto and real estate. We are going to go with eCommerce for our example. Click next when done. On the next page, you will need to upload your products. You can also integrate your Shopify Store with Facebook here.

Catalog Manager
Facebook Catalog Manager

When done click on Create and you will be taken to Catalog Manager.  This is where you manage your catalog items. You can add or remove items from your catalog here. Adding your items can be done in bulk. You can also start creating Dynamic Ads from here.

Automatically adding items to your Catalog

Facebook Ads for Shopify Stores
Choose how you wish to add items to your Catalog

To add items to a Catalog, click on Add Items.  You can then choose whether you wish to add items manually, to bulk add items or to use Pixel for automatically updated catalogs. This last method works best if you have a large number of items in your inventory. For this example, we are going to add items manually.

Manually adding items

Manually adding items to your Catalog
Manually adding items to your Catalog

On the next page, you can now manually upload the items in your catalog. Remember that we are using an Shopify Store selling sports regalia as our example. So, we will populate our catalog with examples of these products. Note that you will have to upload each item individually before adding a title and description. You also need to add a website link where people can view and buy the uploaded item. So, that will be the product page for the item.

Next, add pricing information. Click on add product when done and add the next product in your catalog. When done adding products, click on the Done button. Below you can see the products that I have added to my catalog. In Catalog Manager you can also create Product Sets to help refine targeting for your ads.

Products in Catalog
Products added to Catalog

Going back to the ad

Okay, so we have done this the roundabout way. If we had had our Catalog ready, we would have been able to continue the process of creating our ad from the beginning. Now, you need to click on Ads to the left pane in Catalog Manager and then click on Create Ad. You will now be redirected back to Ads Manager.

Facebook Ads for Shopify Stores
Now we can go back to creating our Facebook Ad

3. Setting up your target audience in the Ad Set

So, now that you have created a Catalog, we can continue with the process of creating your Facebook Ads for your Shopify Store. The next thing that you need to do is to set up your target audience. This is done in the Ad Set section of Ads Manager. Needless to say, this section is of particular importance.

The only way that your ads are going to be successful is if they are directed towards the right kind of audience. Otherwise, you will be wasting your time and money. Fortunately, Facebook makes it easy for you to create a precise target audience for your ads. The Ad Set has a number of settings that you need to work on;

Budget and Schedule

Budget and Schedule
Set your Budget and Schedule

For how long do you wish to have the Facebook Ads that you are creating for your Shopify Store run? Whatever your choice, you can set it up on the Budget and Schedule section. One thing that I do need to point out, however, is that you should have a start and end date for your ads. That way, you will not overrun your budget.

Without setting a spending limit, Facebook will keep deducting money from your Ad Account forever. You can see in the above screenshot that I have set a start and end date for my ads. You can also control spending by setting a Lifetime budget for your Campaign.

Audience

Define your Target Audience
Defining your Target Audience

The audience section is where you define your target audience. This makes it one of the most important sections when creating Facebook Ads for a Shopify Store. You can see in the screenshot above that our example is throwing an error. That’s because we haven’t set up Pixel on our site. The thing to note is that we, earlier on, chose Catalog Sales as our Campaign Objective.

We also noted that one of the things that we needed to accomplish was to set up Pixel on our site. That way, delivery of our ads will be to people who have already interacted with our site and who have shown an interest in our products. Alternatively, you can also choose to have your ads delivered to people who have not interacted with your site in one way or the other.  The following are some of the settings on which you need to work should you choose this option;

Location
Where do you wish to have your Facebook Ads delivered
Where do you wish to have your Facebook Ads delivered?

Where are the people to whom you wish to have your ads delivered located. For this example, we are going to go with the whole of the United States. That’s because an eCommerce site can conceivably deliver countrywide or even worldwide.

However, the majority of businesses out there are rather localized. The good news is that Facebook allows you to narrow down on your target locations as much as is possible. We will have our ads delivered to people living in this area. You can also choose to include people who have been to a particular area in your targeting.

Age

You can also create a target audience based on Age. For this example, we are going to go for people who are between 18 and 35. These are the ones who are likely to be interested in buying Sports regalia. You should choose an appropriate age range depending on what you sell in your Shopify Store.

Gender

This is another useful setting for defining your target audience. This one works best if you store sells gender specific products or if you are just promoting gender specific products at that point in time. For this example, we will have our ads delivered to both men and women.

Languages

If your store operates in an area where people speak a particular language, you can target them for delivery of your ads using this area. You could, as an example, target Spanish speakers in Florida or in any other place in the United States. For our example, we will leave this section blank.

Detailed Targeting
Narrow down on your target audience

When creating Facebook Ads for a Shopify Store, the Detailed Targeting is where you narrow down on your target audience. Let’s repeat that the above settings will not appear if you have chosen to use Pixel to generate a target audience for your ads.

Otherwise, the detailed targeting section allows you to really narrow down on the people who you wish to have watch your ads. For this example, we have gone with people who are interested in the items listed below. You will notice that they all correspond to the items in our catalog;

  • Baseball
  • Tennis
  • Adidas
  • Baseball bat
  • Sportswear
Connections

For some reason, the Connections section is hidden below the Languages section. However, it’s actually pretty useful, particularly when creating Facebook Ads for Shopify Stores. As an example, you can choose to exclude people who have already bought products from you within the last 10 days. It’s more than likely that they will not be in a hurry to make another purchase. You can also create a custom exclusion.

4. Creating the Facebook Ad

Facebook Ad Preview
Preview of our Facebook Ad for a Shopify Store selling Sports gear

Finally, we come to the last section when doing Facebook Ads Marketing for Shopify Stores. You can see that it has been a long haul, and we have only just touched the surface. Again, if you need help, don’t hesitate to get in touch with me. This is what I do on a daily basis. I can set things up for to make life easy for you. Anyway, the ad is important because it’s what people see. So, it needs to be good. Otherwise, people will simply ignore it.

Your Ad will show products in your catalog

Remember all the trouble through which we went while adding products to our Facebook Catalog? Well, it was all leading up to here. Unlike other Facebook Ads, you don’t actually need to add pictures to your ad here. That’s because the ad will use products in your catalog. So, you need to make sure that they are good. You can see what we are talking about in the above screenshot.

Ad Formats

Your Facebook Ads for Shopify Stores can be in the form of a video, an image or a carousel. For this example, we have chosen to go with the single image option. Again, you can see what we are talking about in the above screenshot.

Creative Tools

The creative tools allow you to add a wide range of options for your ads. As an example, you can choose to have the price shown on your ad. You can also choose to show a description. The system picks the description that you gave while adding your products to your catalog.

Primary Text

You can also add Primary Text to your ad. Use this section to give a short but precise description of your business. Remember people do not have the entire day to try to decode your cryptic messages. You only have a few seconds in which to capture their interest.

See More URL

You can also add a See More URL if you are interested in having people browse through your entire product catalog.

Call to Action

You should also add a Call to Action to your Facebook Ads. Most people think that this is not important. However, the Call to Action compels people to take the desired action, making it a useful setting. In our example, we have gone with Shop Now!

Summary

That’s how to create Facebook Ads for Shopify Stores. Let me repeat that it’s a rather long process. However, I am here for you. If you need help, don’t hesitate to get in touch with me. I have also come up with a number of useful products that are designed to make the job easy for you. I have already talked about my Facebook Ads Setup Plan. Sign up and you get most of the work done on your behalf. And you also get 2 live ads. From there, it will be easy for you to carry own on your own. Or you can hire us to keep doing a professional job on your behalf. It’s entirely up to you!

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