How to launch your Shopify store's first Facebook campaign

February 18, 2018

Facebook is the number one advertising platform for B2C and B2B marketers. The jolly blue giant registers over 1.15 billion mobile daily active users and 100 million hours of video are watched on Facebook every day. In short, Mark Zuckerberg’s brainchild manages to blow all other advertising platforms out of the water in terms of active users and engagement rate.

It’s no wonder then that over 5 million businesses currently advertise on Facebook. Especially in the eCommerce space, low CPCs (Cost per Click) and strong targeting capabilities make Facebook the number 1 choice for small business owners and advertisers. Let’s take a more detailed look at why Facebook should be on your radar.

What makes Facebook a powerful advertising platform?

Facebook has a number of key advantages compared to alternative advertising platforms. Here is a list as I see it:

  1. Facebook offers more targeting options that Adwords and anyone else for that matter.
  2. Facebook is a little cheaper than Adwords, and much cheaper than LinkedIn and Twitter
  3. Facebook advertising is very easy to set up
  4. Facebook offers “Lookalike Audiences”. These use data from existing customers to target other users with similar profiles who are not customers yet
  5. Facebook offers the most charging options, ie. you can choose to be charged for a click, an impression, or a lead form completion

With these 5 advantages in mind, let’s get started launching our first Facebook campaign.

How to set up your Facebook advertising account?

In order to start advertising on Facebook, you will need to add a Facebook page as well as register a Facebook business account. To get started, follow these steps:

Create your Facebook business page

  1. Go to Facebook
  2. Click on the arrow on the top right of your screen and select “Create a Page”

      3. Create or claim your Facebook business page

Add a business account to your new Facebook page

  1. Navigate to your Business Manager Overview
  2. Add a new Business manager account
  3. Connect your Facebook page and Ad Account

4. To add a new Ad account, head back to your business settings. Click on the People and Assets tab and navigate to “Ad Accounts”

Launch your first Facebook campaigns

Now that we’ve set up a Facebook business page and connected an Ad Account, it’s time to launch the first advertising campaign. The basic steps are the following:

  1. Navigate to the Ads Manager and create a new Ad
  2. Pick an objective
  3. Target your audience and set your budget
  4. Pick your preferred advertorial format
  5. Create the visual advert
  6. Submit your ad

Now, let’s look at these steps in more detail.

First we need to navigate to the Ads Manager. This is where we will create and manage our Facebook campaigns.

Now click on the green “create” button and pick your preferred Objective. For new Shopify stores, I would suggest picking “Traffic”. This will result in people engaging with your content and getting to know your brand.

More established Shopify sellers may want to test “Conversions” and “Catalogue Sales”. Picking these objectives will help Facebook optimise your advert delivery to people deemed most likely to make a purchase based on their interests and past behaviour. Please be aware that you will need to create a product catalogue before picking the “Catalogue Sales” objective. Learn how to do that here.

Next, it’s time to define our audience.

Targeting your Facebook audience

The first question you will be asked is where you want to drive traffic.

As a Shopify seller, the best option here is “Website”.

Next, it’s time to pick our preferred targeting location. This is especially useful for sellers targeting specific cities or provinces. Even if your products can be sold on a national scale, make sure to define the countries in which you want your adverts to be shown.

Make sure to only target your ideal customers.

It’s tempting to keep things vague and the potential number of customers high. I encourage you not to go down this route. You will be paying for every click and you want to make sure that everyone who clicks is as close to an ideal customer as possible.

To help us achieve this, we need to head down to the “Interests” section. Here, it makes sense to enter your most relevant keywords. If I am promoting my Shopify pet store for example, I want to target people who are interested in Pets and Dogs.

Additionally, I now need to narrow my search by adding another interest which must also be present. In the GIF example provided below, I picked “Shopping”.

This combination allows me to target Facebook users who are interested in Pets AND Shopping. If I was to simply add interests without “narrowing further” it would be Pets OR Shopping. This is a crucial distinction and is key to getting your Facebook targeting right.

Next, I would suggest you leave “Placements” on automatic and set your daily budget. If this is your first Facebook campaign I would strongly recommend keeping the initial budget low. Once you’ve gathered some data, you can optimize your advert and increase the budget then.

Now it’s time to determine your ad delivery. Here, I typically go for “Link clicks”, as this is the most valuable action a user can take, given my stated objective.

I then set a bid-cap. This allows me to control how much I am willing to spend per click. This is invaluable given that most eCommerce products have a relatively low profit-margin and positive ROIs are tough if CPC’s go through the roof.

That is one of the reasons why I choose to pay for “Link clicks” rather than impressions.

Creating your Advert

The first choice you will have to make, is which Ad format to pick. I would strongly suggest using a Carousel, as Carousel Ads are 10x more likely to get clicks than static Ads on Facebooks.

Now it’s time to upload eye-catching product images and write a snappy call-to-action text and headline. What’s important her is to use a verb to spur the reader into action. “Get”, “check out”, “buy” are all good ways to start the text.

Another tip is to include unicode characters like this ✅(Here is a great chrome extension). These help draw the attention of the Facebook user and significantly improve your engagement rate. I would also suggest keeping the text short and to the point. Make sure to avoid bland walls of text at all costs.

Moving onto the images, it’s clear that high definition product images perform best. Facebook is quite stringent on the level of text which is allowed on each image, so it’s best to simply include a colourful call to action.

As a final step, we need to include the URL of the product we are going to sell. What’s important here, is to always use a UTM link, rather than a plain URL. This will allow you to track the performance of each campaign in Google Analytics in a more granular fashion.

Conclusion - How to launch your first Facebook campaign

With over 5 million businesses advertising on Facebook, I hope this article has shed some light on how you can start advertising as well.

Once your Page and Ad Account are set up, you will be able to create your ad and define your audience. Always make sure to carefully monitor the performance of your campaigns using UTM links. With this information, you will be able to optimize your campaigns in the future and mould Facebook into a scalable marketing channel with an impressive ROI.

Thanks for reading and see you next week.

Chris Grundy

Chris is the co-founder of Product Percy and a lifelong Shopify enthusiast. Follow him on Twitter or connect via LinkedIn

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