Looking to grow your Shopify store using Facebook? Look no further because we have created the ultimate Facebook advertising guide for Shopify. In this guide, you will learn how to:
Facebook is a great marketing channel that will get you more traffic and sales. To get those results for your Shopify business, you will need to combine different Facebook marketing strategies to create one bulletproof Facebook Marketing System. To create your bulletproof Shopify Facebook Marketing System you will need to:
Lucky for you, we created this guide to help you create your bulletproof Shopify Advertising System. The goal of this guide is to make sure you are successful with your Facebook advertising. So, please take the time to set everything up in the correct way. Do not skip important steps like adding the Facebook pixel to your Shopify store. That is one of the most important steps. So, please take your time to learn about the pixel and what you need to do to add it to your store.
That goes for everything covered in this guide. Take your time to make sure everything is set up today and start reaping your rewards immediately. Read on to learn how you can use Facebook to grow your Shopify store.
Visit the Shopify Knowledge Base to get all your Shopify questions ansered.
The Facebook pixel is code that you add to your website to track your website traffic. You use this code to learn who your customers are. Once installed to your Shopify store, you will now be able to learn the demographics of your customers. You will also be able to retarget to them and track the effectiveness of your Facebook marketing campaigns.
To really have a successful Facebook marketing campaign, it is important you install the Facebook pixel. In this section we will show you how to install the code to your Shopify store and the many ways you can use it to understand your customers and grow your business.
Very Important: In 2015, Facebook introduced their new Facebook pixel. The new Facebook Pixel is simple and great for you. You can use the new Facebook pixel to track conversions, retarget to your customers, and monitor all your campaigns with the one pixel. Before this new pixel, you had to use different pixels to achieve the same goal. The new pixel simplifies working with Facebook. If you have being using the old Facebook pixel code, you should switch it now. Facebook will stop using it on February 15, 2017.
To create your Facebook pixel:Step 1
Go to your Facebook Pixel tab in Ads Manager.Step 2
Click Create a Pixel.Step 3
Enter a name for your pixel. There's only one pixel per ad account, so choose a name that represents your business.Step 4
Make sure you've checked the box to accept the terms
Click Create Pixel.
Keep in mind you can only create one Facebook pixel per ad account. If you already have one, you won't see the Create Pixel button.
How to add the Facebook Pixel to your Shopify StoreStep 1
First, you need to get your pixel id. Go to the Pixels page in Ads Manager. Click Actions > View Code.
Next, you will see a string of 15 numbers in the Facebook pixel code. That is your pixel id. Copy this id.Step 2
In your Shopify admin dashboard, click on Online Store.
Then click Preferences.Step 3
Scroll down and find the field called Facebook Pixel. Past the pixel id you copied into this field.Step 4
Click Save and you are done. Facebook will now start to track the traffic on your Shopify store.
Now that you have added your Facebook pixel to your Shopify store, it is time to start tracking your traffic. You will be able to track how customers use your Shopify store and their conversions. To do this, you will use Facebook's three ways to track. They are
1- Custom Audiences
2- Standard Events
3- Custom Conversions
Custom audiences uses the Facebook pixel to track your store visitors who are on Facebook. The power of custom audiences is that you can customize your audience based on what pages people visit. For example, you can create an audience based on:
For more information on this, check out Facebook's How to Customize Audiences from your Website.
Go to your Audiences tab in Ads Manager.Step 2
Click Create a Custom Audience.Step 3
Click Website Traffic.Step 4
Set your parameters, give your Custom Audience a name and click Create Audience.
In your Facebook pixel, there's a section where you can code to track different actions people take on your store. This section is called the standard event section. You can see it below in the section numbered 3.
These types of actions you are tracking are called standard events. There's nine available standard events to choose from. You can see the nine events and their description below
You only need to add the standard events code on the page you are tracking.
To track specific actions people take on your Shopify store, use custom conversions. Custom conversions are great because you can use them with or without standard events. Especially, when you can't add standard events to your store. Lastly, you can also use custom conversions to optimize and track your Facebook ads.
The first way to use custom conversions is if you've added the Facebook base code without standard events. Just leave the code as is and create custom conversions using URL rules instead.Step 1
Go to custom conversions in ads manager.Step 2
Click Create Custom Conversions.Step 3
Enter the URL or part of the URL of where you want to track this custom conversion.
When you use URL Contains, just add part of the url. If you're using URL Equals, make sure you include the domain (ex: www) too. Including "http" or "https" is unnecessary. See below picture for example.Step 4
Next, choose the category that best fits what you want to track.Step 5
Click Next.Step 6
On the next page, enter the name and description of your custom conversion.Step 7
If you want to track the value of the conversion enter it here
This allows you to track the value of the transaction. For example, if you are selling shoes on your store, you will enter the price of the shoe.Step 8
Click Create. That's it :)
You have now created your custom conversion. You can choose this custom conversion when you create your ad.
If you are using standard events and want more customization or tracking options, you can use custom events. For example, if you are selling shoes and you want to find out who views women's shoes, you can create a custom conversion for that.
Just follow all the steps above when creating the custom conversion, and when you get to this step
Select the rules you want to use for tracking. You can use URL rules and if they are not suitable you can use the EVENT rule.
To create a Facebook ad for your Shopify store, go to Facebook's ad creation tool here www.facebook.com/ads/create. Alternatively, you can click on Ads Manager under Favorites in from your Facebook homepage. Or, click Create Ad under the Pages menu.Step 2
Choose your ad objective. If you are looking to send more traffic to your website, use the objective called "Send people to your website". If you are looking to increase conversions, choose the conversions objective. Below you will find the ad objective descriptions.
Next, you will select your audience. These are your target customers. Facebook allows you to target your audience based on age, gender, interests and much more. You will also be able to select your custom audience in this step.Step 4
The next step is selecting where you want your ads to appear. Facebook recommends setting the placement to automatic. If you don't want the placement to be automatic, you can choose the placement you want. Below you will find descriptions for each placement type.
Next, choose a budget and the ad schedule.Step 6
On the next page, you will start to create the ad. First, select the image you will use for the ad.Step 7
After you select your image, it is time to enter the text for your ad. Additionally, you will select your business Facebook page and enter your website url.Step 8
After you have entered all your information and you're happy with how your ad looks in the preview, click Place Order.
The first time you place an order, you'll be asked to enter your payment information.
Congratulations, you have just created an ad in Facebook for your Shopify store :)
In this section, we are going to show you how to check the data from your Facebook ad campaign. You can also watch this video tutorial to see how to customize data from your ad.Step 1
Go to Ads Manager.Step 2
Click on the campaign you want to get insights on.Step 3
Next, click on the Ad Set Name.Step 4
Click on the Ad Name.Step 5
You will now see the results of your ad. You can click on Performance, Demographics or Placement to performance info on those topics.Step 6
Get more data on how your ad is performing in the table. You can see info on reach, engagement, and results.
In this section, you will find Facebook marketing advice you can use to grow your eCommerce business.
We asked the top eCommerce Marketing experts what was their best Facebook marketing advice.
Read their responses below (in no particular order).
I see a lot of Brands posting product shots on their Page. Product shots are important, and should be a part of a solid FB strategy.
The biggest mistake I see people make, is that the posts aren't linked. Product shots, or lifestyle shots, should be posted with engaging copy, as shared links, so that the reader can click through directly to the featured item.
Do this consistently, and you'll drive free traffic to your site, and start building a warm audience - a valuable asset.
There are 1001 ways to run your FB ads - but bouncing from one method to another will not get you the results you're looking for. Instead, apply a structured method that is being taught, or develop your own structured approach, and stick to it for your first few thousand in ad spend. From this ad spend will likely come mistakes and learnings, then iterate with what you learn, but stay within your ad framework to make strong conclusions. Consistency with a single method/structure plus some tiny experiments will yield knowledge, growth and results.
It's all about frequency (you can't be out of site - you'll be out of mind), relevancy (be relevant to your audience), engagement (give them something they will want to share with others- great video, photos, etc) and measure your results with analytics.Click to tweet
Know your audience. Success on Facebook - especially paid advertising, comes down to knowing your audience. That's what drives your segmentation, your copy, your images and your CTA. Without intimate knowledge of your audience, you will likely lose to a competitor that does understand them.Click to tweet
The best hack for Facebook marketing is actually cross - platform. In order to reach more organic traffic - you need to prove to Facebook your posts are getting a lot of engagement. The trick is to send your mailing list an email with a link that directs your readers to a FB post. You'll be driving a lot of traffic and engagement to the post directly. FB will see that your post is getting crazy engagement and your next couple of posts will get more organic reach.
I invariably get the best results with Facebook advertising using their automated "Lookalike" audiences, based on my (or a client's) mailing list. Subscribing to a newsletter expresses a level of committed interest that greatly increases the chance of making a sale. Targeting people who are similar to my subscribers increases the likelihood that their shared interest will include what my business has to offer.
I love Facebook groups because people are a lot more open in them. That makes them perfect to research your customers, promote content and, if done right, sell.
One extra hack: every time someone comments on a post it will go back to the top of the group. Using your own comments appropriately can help get the maximum attention for your updates.
The biggest, easiest way to be more effective with Facebook marketing is to repeat content - especially links to "evergreen" blog content (the stuff that stays relevant regardless of when someone reads it). The typical Facebook post reaches only a tiny fraction of your audience. Publish that post again a few months down the road, and you'll reach a whole new slice of your audience (plus give all your new followers a chance to see it). It's an amazingly simple strategy, but amazingly effective.
Most critical thing any store can do to make Facebook marketing work is use UTM parameters. Source (facebook) and medium (cpc) will be the same across campaigns. Use the content and name parameters based on the hierarchical structure and targeting rules of your campaign. You can then dig into your analytics to see engagement metrics like session duration and bounce rate, of various audiences and ads, that tells you an audience-to-message match. This allows for quick iterations of ad targeting to find qualities of your engaged audiences.