Facebook Ads have become an indispensable tool for eCommerce businesses, particularly for Shopify store owners looking to reach and engage their target audience. With more than 2.9 billion monthly active users, Facebook offers vast reach and sophisticated targeting options that allow businesses to advertise directly to people most likely to convert.
Running Facebook ads in Shopify stores allows business owners to generate traffic, drive sales, and retarget previous visitors who didn’t complete their purchases.
Recent reports show that Shopify stores using Facebook Ads achieve an average return on ad spend (ROAS) of four times. In simpler terms, for every £1 spent on ads, the store generates £4 in revenue. Furthermore, eCommerce brands using Facebook Ads saw a conversion rate of about 10.68%, making it an essential platform for revenue generation.
With these numbers, let’s take a look at how your business can benefit from running Facebook ads in Shopify stores and how to do it properly.
Facebook Business Manager
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Facebook Business Manager is a vital tool for businesses using Facebook ads, especially those running an eCommerce store on platforms like Shopify. Whether you’re managing a single store or a multi-product business, Facebook Business Manager centralises your control over assets, campaigns, and accounts. It’s designed to help businesses securely and efficiently manage their Facebook presence across multiple users and assets.
Why You Need Facebook Business Manager
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Centralised Control Over Assets
Facebook Business Manager provides a single platform where you can manage multiple Facebook pages, ad accounts, pixels, and other business assets. This is particularly useful for larger teams or businesses working with external partners, such as agencies or freelancers.
By using Business Manager, you can grant specific permissions to team members or agencies without giving them access to your personal account. This security feature ensures that only designated people manage your assets.
Separation of Personal and Business Accounts
Facebook Business Manager allows you to keep your personal Facebook profile separate from your business activities. This means you can manage ads and track performance without involving your personal Facebook feed or profile. It also offers additional privacy, as your colleagues and external partners won’t have access to your personal data when you share business resources with them.
Access to Advanced Ad Tools
Through Business Manager, you gain access to essential tools such as Facebook Ads Manager, where you can create, manage, and track the performance of all your ad campaigns. Facebook Business Manager also provides features like the Facebook Pixel and Custom Audiences, which are critical for optimising ads and tracking conversions for Shopify stores.
Collaborative Work Environment
With Business Manager, you can work collaboratively with team members or third-party agencies by assigning roles such as Admin, Editor, or Analyst. Each user has specific permissions, which ensures the right people access the right tools and information.
How to Set Up Facebook Business Manager
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Setting up Facebook Business Manager is a straightforward process, but it’s important to follow each step carefully to ensure full functionality and security.
Create a Business Manager Account
- Visit Facebook Business Manager.
- Click on “Create Account” and log in with your personal Facebook credentials (your personal account won’t be linked to your business assets).
- Enter your business name, your name, and the email address you use for business purposes.
- Follow the prompts to complete the setup.
Add Your Facebook Page
Once the account is set up, you’ll need to add your Facebook Page:
- Click on “Business Settings.”
- Under the “Accounts” section, select “Pages.”
- Click “Add” and choose either to claim an existing Facebook page you own or request access to a page you’re managing on behalf of someone else.
Add Ad Accounts
To manage your ads through Facebook Business Manager, you need to add an ad account:
- In Business Settings, go to “Accounts” > “Ad Accounts.”
- Click “Add” and choose whether to add an existing ad account, create a new one, or request access to another business’s ad account.
Assign Roles
You can assign roles to team members or external partners by navigating to the “Users” section:
- Click on “People” under “Users” in Business Settings.
- Select “Add” and enter the email address of the person you want to add.
- Assign the necessary role (e.g., Admin, Editor, Analyst).
By setting up Facebook Business Manager, Shopify store owners can efficiently manage their Facebook ads, pages, and assets, ensuring better security, accountability, and collaboration.
Benefits of Running Facebook Ads on a Shopify Store
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Facebook Ads offer immense potential for driving traffic and boosting sales for Shopify stores, owing to the platform’s large user base and sophisticated advertising tools.
Here are the key benefits:
1. Massive Reach and Audience Targeting
Facebook boasts over 2.9 billion monthly active users, making it one of the largest social platforms globally. With Facebook Ads, Shopify store owners can target niche audiences based on demographics, behaviours, and interests.
You can also create Custom Audiences to retarget visitors, past purchasers, or users who abandoned their carts. Additionally, Lookalike Audiences help you reach people who are similar to your current best customers, expanding your potential market while keeping targeting relevant.
2. Cost-Effective Advertising
Facebook Ads are known for their cost-effectiveness. Even with a relatively small budget, you can achieve significant results by optimising your ad targeting and creatives.
Shopify merchants often see a good return on ad spend (ROAS) because Facebook’s advanced targeting ensures your ads reach people most likely to convert. Many stores experience an average ROAS of 2x to 4x, meaning they generate $2 to $4 for every $1 spent on Facebook ads.
3. Customised Ad Formats
Facebook offers a variety of ad formats tailored to different business needs. Shopify store owners can use formats like:
- Carousel Ads to showcase multiple products.
- Collection Ads that offer a seamless shopping experience directly within the Facebook platform.
- Video Ads to tell your brand story and capture attention.
- These formats allow for a more engaging, immersive shopping experience and can drive higher engagement rates and conversions.
4. Dynamic Product Ads
Facebook’s Dynamic Product Ads are perfect for Shopify stores with a wide range of products. These ads automatically display the exact products a visitor viewed but didn’t purchase, offering highly relevant content and increasing the likelihood of a sale. Shopify store owners using Dynamic Ads often see a 10-20% increase in sales.
5. Seamless Integration with Shopify
Shopify offers seamless integration with Facebook, making it easier to track sales and measure the performance of your Facebook ads. With the Facebook Pixel, you can automatically track events like page views, adds-to-cart, and completed purchases, allowing for more precise ad optimisation and retargeting campaigns.
6. Mobile-First Advertising
As most online shopping shifts to mobile, Facebook Ads’ mobile-friendly formats are critical for Shopify stores. Over 90% of Facebook users access the platform via mobile, making it an ideal medium to reach customers who shop directly from their smartphones or tablets.
7. Optimised Ad Delivery
Facebook’s AI algorithms optimise the delivery of your ads to people who are more likely to convert. With the help of tools like Dynamic Creative Optimisation (DCO), Facebook tests different variations of your ads (such as headlines, images, and CTAs) to automatically serve the highest-performing combination to your target audience.
How to Start Running Facebook Ads in Shopify Stores
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Running Facebook Ads for your Shopify store is a straightforward process. Here’s a step-by-step guide:
Set Up Facebook Business Manager
Before you start, create a Facebook Business Manager account to manage your Facebook Page and ad accounts. This centralises your assets and allows you to work with your team more efficiently.
Install the Facebook Pixel on Your Shopify Store
The Facebook Pixel is a small code snippet you install on your Shopify store to track customer actions such as page views, add-to-cart events, and completed purchases.
- In Shopify, go to Online Store > Preferences.
- Scroll to the Facebook Pixel section and paste your Pixel ID (from Facebook Ads Manager).
- This Pixel will gather valuable data on user behaviour, helping you optimise your ad campaigns and track conversions.
Create a Facebook Ads Account
If you haven’t already, create an ad account within Facebook Business Manager to run and manage your ads.
- Go to Business Settings > Accounts > Ad Accounts and select Create New Account.
- Enter your account name, billing details, and preferred currency.
Set Clear Objectives
Every campaign needs a clear objective. Facebook Ads allow you to choose from three main campaign objectives:
- Awareness: Ideal for brand-new stores or product launches, this objective is designed to introduce your store to a broader audience. Metrics such as reach and impressions are prioritised.
- Consideration: This stage is for increasing engagement, driving traffic, or generating leads. Common actions under consideration include video views, link clicks, or app installs.
- Conversions: This objective is designed to get sales, focusing on people who are ready to buy. Facebook will track conversions like purchases, sign-ups, or app downloads.
For example, if you’re launching a new product line, start with an Awareness campaign to generate buzz. As customers become familiar with your brand, shift to a Consideration campaign to drive traffic to your Shopify store, eventually transitioning into Conversion campaigns to maximise sales.
Create a Target Audience
Facebook’s targeting features are extremely granular, allowing you to define your audience with precision. Proper audience targeting ensures that your ads reach potential customers, saving ad spend and maximising ROI.
Custom Audiences
Custom Audiences allow you to retarget people who have already interacted with your store, such as visitors, email subscribers, or previous buyers. You can upload a customer list, use the Facebook Pixel to create audiences based on site visits or create a retargeting audience of users who have engaged with your content.
For instance, if your Shopify store sells skincare products, you can create a Custom Audience of visitors who browsed your products but didn’t make a purchase, then show them ads featuring a discount code to encourage conversion.
Lookalike Audiences
A Lookalike Audience helps you find people who resemble your best customers. By using data from your Custom Audiences or the Facebook Pixel, Facebook can find users with similar demographics and behaviours.
For example, if you’ve built a loyal customer base in the UK, you can create a Lookalike Audience based on your existing customers and expand your reach to similar users in other regions.
Segmentation and Behavioural Targeting
Facebook Ads allow you to segment users based on factors like age, gender, location, interests, and even purchase behaviour. For example, you can target users interested in eco-friendly products or people who recently visited websites similar to yours.
Design Your Ad Creatives
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Choosing the right ad format is essential to capturing your audience’s attention. Facebook provides various ad formats, each with specific benefits for Shopify store owners.
| 기능 | Traditional Ad Formats | Dynamic Product Ads | Innovative Ad Types |
| Examples | Single Image Ads, Video Ads, Carousel Ads | Dynamic Retargeting Ads | Collection Ads, Stories Ads, Instant Experience |
| Format Type | Static or video content | Automated, personalised product ads | Full-screen interactive experiences |
| Engagement Level | Moderate to high engagement | High engagement through retargeting | High engagement due to immersive experiences |
| Setup Complexity | Relatively simple to create | Requires integration with product catalogue | More complex due to interactive elements |
| Best For | Brand awareness, promoting specific products | Retargeting users who viewed or added products | Showcasing multiple products in an engaging way |
| Ad Objective | Drive traffic, increase brand awareness | Drive conversions by showing relevant products | Enhance user experience and increase sales |
| Targeting Capability | Basic targeting options | Highly targeted based on user activity | Advanced targeting with immersive elements |
| 비용 효율성 | Generally lower cost per impression | Cost-effective for retargeting | Can vary based on complexity and engagement |
| Performance Metrics | Click-through rates (CTR), impressions | Conversion rates, return on ad spend (ROAS) | Engagement rates, completion rates |
| Visual Appeal | Limited to static images or single videos | Displays multiple products dynamically | Rich visual storytelling and interactive content |
Traditional Ad Types
- Single Image Ads: Simple yet effective, this format allows you to showcase one product with a compelling image and CTA. It works best for individual products or services.
- Video Ads: These are great for storytelling or explaining product features. Videos are more engaging, with Facebook reporting that video content achieves 135% more organic reach than images.
- Carousel Ads: Carousel ads allow you to showcase multiple products or features in a single ad unit, letting users swipe through images or videos. They’re ideal for Shopify stores with diverse product offerings, such as fashion or home goods.
Dynamic Product Ads
Dynamic Product Ads automatically show users the products they’ve viewed on your Shopify store. For example, if a visitor adds a product to their cart but doesn’t complete the purchase, Facebook will show ads for that exact product, encouraging the customer to return and complete the purchase. This type of retargeting has been shown to increase conversion rates by up to 20%.
Innovative Ad Types
- Interactive Polls: Interactive poll ads engage users directly by asking for their opinion. These ads are particularly useful for product launches or market research and have been shown to increase engagement by 40% compared to static ads.
- Augmented Reality (AR) Ads: AR ads allow users to virtually try on products or see how items would look in their environment. For example, a Shopify store selling sunglasses can use AR ads to let users see how different frames look on their faces before making a purchase.
- Lead Ads: These are designed to capture user information without leaving Facebook, making it ideal for collecting email addresses for future marketing campaigns.
Use high-quality images, engaging copy, and a clear call to action (CTA) to entice users to click on your ads.
Set a Budget and Schedule
Effective budget management ensures you’re spending wisely to achieve the best results.
Daily vs. Lifetime Budgeting
Daily budgets spend a set amount each day, while lifetime budgets allocate funds across the entire campaign duration. Daily budgets are ideal for consistent spending, while lifetime budgets provide more flexibility if you want your campaign to perform better during peak times (e.g., holiday sales).
Manual vs. Automated Bidding
With manual bidding, you set the cost you’re willing to pay for specific actions, like clicks or impressions. Automated bidding allows Facebook’s algorithm to adjust bids in real time based on the likelihood of achieving your campaign objectives. For Shopify store owners, automated bidding can be more effective for conversion campaigns, where Facebook optimises bids to maximise purchases.
Monitor and Optimise Your Campaigns
Use Facebook Ads Manager to track key performance metrics like click-through rate (CTR), cost per click (CPC), and conversion rate. If your ad isn’t performing well, try adjusting the audience, creative elements, or bidding strategy.
By continually testing and refining your ads, you can increase your ROAS and drive better results over time.
Getting Ready to Run Facebook Ads in Shopify Stores
Facebook Ads are an incredibly effective tool for Shopify stores looking to expand their reach, generate traffic, and drive conversions. By setting clear objectives, using advanced targeting, leveraging creative ad formats, and automating your campaigns with AI-driven tools, you can ensure a strong return on investment.
It’s important to continuously test and optimise your ads by tracking performance metrics and staying up-to-date with new ad formats and features. Avoid common pitfalls like audience overlap and ad fatigue, and consider scaling your campaigns through advanced tactics like lookalike audiences and cross-channel advertising.
With the right strategy in place, running Facebook Ads in Shopify stores can transform your store’s performance, and help you achieve sustainable growth and profitability. Call us today to learn how we can help with your strategy.
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What are Facebook Ads in Shopify Stores?
Facebook Ads in Shopify Stores are promotional campaigns created on Facebook that aim to drive traffic and sales to your Shopify eCommerce site. By integrating your Shopify store with Facebook, you can create targeted ads that showcase your products to specific audiences based on their interests, behaviours, and demographics.
How do I set up Facebook Ads for my Shopify store?
To set up Facebook Ads for your Shopify store, first, connect your store to Facebook through the Shopify admin panel by adding the Facebook channel. Next, create a Facebook Business Manager account if you don’t have one. From there, you can create ad campaigns using Meta’s Ads Manager, selecting your target audience and ad format.
What types of ads can I create using Facebook Ads in Shopify Stores?
You can create various types of ads using Facebook Ads in Shopify Stores, including single image ads, video ads, carousel ads that showcase multiple products, and dynamic product ads that retarget users based on their previous interactions with your store.
How can I measure the success of my Facebook Ads in Shopify?
You can measure the success of your Facebook Ads in Shopify by tracking key performance metrics such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall sales generated from your campaigns. Using tools like the Facebook Pixel will help you gather data on user interactions and optimise future ads.
What are the benefits of using Facebook Ads in my Shopify store?
Using Facebook Ads in your Shopify store offers numerous benefits, including increased visibility for your products, targeted advertising to reach specific customer segments, higher engagement rates through visually appealing content, and the ability to retarget potential customers who have shown interest in your products, ultimately driving higher conversion rates and sales growth.
