Even a beautiful and professional-looking Shopify store can’t attract customers on its own. You need to promote your Shopify store on Facebook is one of the most effective and inexpensive marketing strategies to drive customers to your website.
Ready Cloud reports “Facebook shows the most powerful social media eCommerce statistics, sending a massive 60% of all e-commerce referrals for last year.”
But if you’re wondering how to do Facebook ads for Shopify, I’ve compiled 35 of the best ways to increase your ROAS (return on ad spend) into this Shopify Facebook Guide.
1. Facebook Is Not Your Friend
Don’t get me wrong–they’re not your enemy either. But if you’re wondering how to advertise on Facebook, it’s important to recognize that Facebook is first and foremost a social media platform. They want as many users to use their product as often as possible, and that means creating an addictive media. And let’s face it, advertising is not very addictive.
So it’s not Facebook’s job to make your ads successful. That’s your job. While Facebook focuses on how to make a better user experience, you need to figure out an eCommerce ad strategy that works.
2. Play By The Rules
Facebook has advertising policies that you need to follow. They review every advertisement before it shows on Facebook, so don’t waste your time and money creating an ad that will get rejected. Typical review time is about 24 hours, although it is often shorter.
Some examples of content that are not allowed are:
- before and after pictures
- financial claims
- time constraint statements (see results in # of days)
- tobacco products
- bad grammar and spelling
- adult products and services
- weapons, ammunition, explosives
- sensational or misleading content
If users complain about your ad, even it was previously approved, it will trigger a manual review and could be removed. You can read Facebook’s ad policies in depth here.
3. Create A Story
Even short ads can tell a story. Humans love stories. They help us to remember things, and therefore creating a story around a product will help customers remember it better. One of the best stories to tell is the hero’s journey, which in its simplest form, is how a person overcomes obstacles to reach success.
If you know the movie Rocky, you have a perfect example of the hero’s journey. But that type of story is often used in advertising too. How many times have you seen ads that show a person struggling with a problem and then overcoming the problem with the help of a particular product?
Here’s an ad that features a home cook’s hero journey. The obstacle is losing all of your pasta down the dirty sink. The triumph is delivering a beautiful pot of spaghetti to the dinner table.
4. Create Drama
Yes, you can just show a video or photo of your product against a simple background, but that’s not going to grab many prospects’ attention. To grab attention, you need a little drama. People are attracted to drama–that’s why reality T.V. always casts personalities that are sure to clash. Find a way to create some drama around your product–whether in the headline “She Wanted Revenge So…” or in the advertisement itself. Many of the best Shopify Facebook ads for 2017 have some sort of drama at the center.
5. Build Authority
Facebook encourages comments and engagement, and that comment area is the perfect place for you to build your authority and credibility. If a customer asks a question, respond to it. Demonstrate that you are an authority on your product. As you engage with customers, you are building your brand’s voice. Expect some negative comments as well. Customers will expect that too–a few negative comments add to the legitimacy of your company because no product is universally loved. However, feel free to delete flat out crazy comments.
6. Facebook Pixels Are Key
In advertising, data is king. And a Facebook pixel helps you to gather that data. Want to know how many people who see your ad buy your product? You need a pixel.
Want to show your ads to the people most likely to buy? You need a pixel. Want to show your ad again to the people who visited your Shopify store but didn’t buy? You need a pixel.
The Facebook pixel makes conversion tracking, optimization, and retargeting easier than ever. The pixel is the key to promoting your Shopify store on Facebook.
If you’re unfamiliar with pixels or have never set one up, Facebook has a tutorial to walk you through the process.
7. Retarget From Short Ads To Long Ads
Facebook is not the place to run long ads. Most videos should be between 15 and 30 seconds, and if an image has too much text, it won’t get approval. However, Facebook is the perfect place to run ads that link your customers to longer ads, like advertorials.
Just use a short ad on Facebook and then add a “Learn More” button that redirects the prospect to a landing page.
An advertorial looks and feels like editorial content, but it leads to a belief change. Usually, a call to action is placed on the sidebar so that when you’ve convinced the customer to change his or her belief, it’s easy to order the product.
So if you have a product that requires an explanation or more information than you can place in your Facebook advertisement, change your strategy. Use your Facebook advertisement to link to a landing page with an advertorial in text or video format.
An example of this may be a Facebook ad that runs to an advertorial with the headline, “So You Think Getting Rid Of Stretch Marks Is Impossible? How One Product Is Surprising The Medical Field.”
8. Advertising On Facebook Is Interruption Advertising
Interruption advertising is something we are all used to experiencing. If you’re watching the local news, they’ll break every ten minutes (or less) to show you advertisements. Listening to the free Spotify app?
Your music will be interrupted every thirty minutes for advertisements. Facebook advertisements use the same principle. You will be interrupting what the user is doing–scrolling through Facebook posts–to show an advertisement.
In other words, when Prospect A is looking at posts from her friends, she is not looking for your product. You’ve interrupted her and hopefully attracted her. However, this unexpected interruption means that she will need you to walk her through your offer. So help her see why she should visit your store now (30% Off Storewide Until Midnight) or how your product can help her solve a problem (Always Losing Your Keys?…).
Prospect A needs more hand-holding than a shopper who came directly to your store because she loves your brand or is looking for a solution to help her keep track of her car keys.
9. Create A Lead Magnet
It can take a long time before direct to offer ads pay for themselves. So one of the ways to combat this is by creating a lead magnet–which is typically a Free Plus Shipping offer for a specific product.
Creating a Free Plus Shipping offer will allow you to build your email list–which is where you’ll get much of your repeat business. It will also help you to build up the data on your pixel–which you can then use to create a lookalike audience. Additionally, many prospects who go to your Shopify store for the free item will add to other products.
10. Make It Visually Appealing
There’s a saying in the restaurant world that people “eat with their eyes first,” meaning that before they even taste the food, they want to see a visually appealing plate. The principle is the same for your Facebook advertising strategy. Facebook is a very visual medium, so your ads need to be visual as well. And if you’re hoping that they’ll be shared and liked, then they must appeal to viewers visually.
11. Add A Call To Action
The best advertisement is worthless without a call to action. The call to action may be a button that says, “Learn More” or “Shop Now.” Make it as easy as possible for the prospect to buy from you because every extra step the prospect has to take, is a point that will lose sales.
So if your prospect has to Google your company website after viewing your advertisement, you’ll lose a considerable portion of potential sales. Make it easy to go directly from the advertisement to the website.
12. Link Posts To Your Shopify Store
If you write content posts, make sure to link them to your Shopify Store. For instance, if you have an ecommerce store that features cooking utensils and gadgets, you could also blog about recipes. Be sure the two are linked to increasing traffic to your store.
13. Create A Facebook Page To Go With Your Ad
To build a community of Facebook fans, you need to take the time to set up a Facebook page and write and post content. Not all of the content needs to be original posts. And they don’t have to be lengthy. You can share content written by others that you know your audience will enjoy. You can share videos, memes, and photos.
You can easily set up your business Facebook page by going here: https://www.facebook.com/pages/create
14. Boost Your Posts
You can promote your Facebook page with paid advertising, known as boosting a post. This will help build your Facebook pixel mature faster too. Not to mention that likes, shares, and comments on your page are useful for creating social proof.
15. Featured Contests
If you want to get people talking about your Shopify store or a specific product, contests are the way to go. Product giveaways encourage customers to comment and like and they also build excitement. They also give you free publicity when Facebook users share the post. It’s a great way to promote your shop on Facebook.
One recent NBA team held a drawing for free tickets to a game. To enter, people had to type the name of one Facebook friend to share the post with. The publicity grew exponentially as each person tagged, shared the contest with their friends.
16. Check Your Numbers
Your Shopify store has fantastic reporting capabilities. And so does Facebook. So use that data. If you want to market successfully, you have to know your numbers and your data. Check to see how an ad is performing after three days and seven. Figure out where you are losing customers and address those areas.
17. Watch And Learn
You won’t get all of the data you need overnight. Part of being a successful Facebook marketer is developing the patience to implement strategies and let them play out. You’ll learn from both successful ads and unsuccessful ones. So don’t jump from idea to idea and strategy to strategy.
Observe your market and give ads time to know what is working and what isn’t. Also, remember that a Facebook pixel takes time to build so as your pixel changes, a marketing strategy that at one time looked like a failure, may change and become more successful as the pixel increases its data.
18. Use Social Proof
Do you have testimonials about your product or company? If so, they make great Facebook ads. Because Facebook is a social media platform, social proof, like testimonials work exceptionally well here. And they are a very inexpensive ad to produce.
19. Keep It Relevant
The ad you run needs to be relevant to the audience you target. This is for several reasons:
- Logically, your ROAS will be better with relevant ads
- There will be fewer complaints about your ads if you’re showing them to the right audience
- Your ad will be approved. Facebook policy states, “All ad components, including any text, images or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad.”
20. Landing Pages And Ads Need To Match Up
Your landing page also needs to be relevant to the original ad. Don’t display an ad that appears to be for real estate tips but takes customers to a Pay-day loan landing page. And landing pages also have to adhere to the Facebook policy. “The products and services promoted in an ad’s text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.”
21. Test Your Ads
Never assume anything about marketing. The only way to know if an ad will work is to test it. And then when you have one ad that is performing well, keep testing to find an ad that will beat that one.
22. Frequently Post On Your Page
“Out of sight out of mind” is a true adage when we’re discussing Facebook marketing. It’s important to post and share content frequently to your Facebook page, so users are reminded of your Shopify store. If you only post once a month, you’ll be forgotten too easily between posts.
23. Design Videos For Mute
Many Facebook users will view your ads with the sound muted, so make sure to add captions if necessary. Music and spoken word can greatly enhance a video, but it has to work without them too. According to Digiday, most Facebook users watch a video with the sound off (85%). And HootSuite recommends, “Creating videos that work with or without sound gives users choice about how they interact with your videos, so your message can speak volumes to all those who view it, whether they actually hear it or not.” If you need help figuring out to make an ad work without sound, their post has excellent suggestions.
24. Don’t Overspend
Because pixels take time to build, you don’t want to saturate the market with a large initial ad spend. Give the pixel time to mature, and then Facebook will show your ads to the right prospects. This will help you get a much better ROAS.
25. Strive For Engagement
In January of 2018, Facebook implemented changes to their algorithm so that posts from a user’s family and friends show at the top of their news feed. This means that posts from third party users (like Shopify Store owners) are now farther down on the newsfeed.
What this change means to you is that it’s more important than ever to strive for engagement because organically shared posts will rank higher. Create content that users want to share, or in other words, offer value with each of your posts. It could be valuable information, entertainment value, financial value (promotions, giveaways, contests), or educational value.
26. Know Your Audience
If you want your content, videos, and ads to be shared, they must be valuable–as just mentioned above. And the best way to make things valuable to your prospects is to know what they would want to see, read, or enjoy.
If you don’t know your audience at least, as well as you, know a close friend, it’s time to go back into research mode before creating any more ads or content. No one wants to waste time, effort, and money, but if you’re guessing about your audience, that’s exactly what you’re doing.
27. Link Your Emails And Facebook Page
Once you have an email list, you can create a cyclical effect by adding a link to your Facebook page in your emails. When subscribers follow the link to your page, your page will get more views and engagement. The better your page performs, the more data your pixel collects, which means your ads perform better, which means you’ll grow your email list, which means more customers visit your page, and so on…
28. Show Your Ads Repeatedly
One study by Digital Strategy shows that shoppers visit a website nine times before purchasing. Other estimates are less, and this statistic will obviously vary from niche to niche, but the principle is there. Customers need to visit your Shopify Store several times before they feel comfortable buying from you–so remarket your ads. Just because a Facebook user saw your ad once and didn’t purchase from you, doesn’t mean they won’t buy from you in the future. Remarketing your ads is an important step when Promote Your Shopify Store On Facebook.
29. Use Customer Reviews
If you have positive customer reviews, and hopefully you do, use them as the text for your ads. People are more willing to believe other customers more easily than they believe companies, so a positive review will help break down a prospect’s objections.
If your product is new, consider offering a free product in exchange for honest reviews. If you obtain reviews this way, you will need to acknowledge that the reviewer received the product for free.
30. Join A Facebook Group
If you’re selling in a passionate, specialized niche, there is likely a Facebook group for it. Join the group and participate. Groups are an efficient way to research and learn more about your prospects. In a group setting, you’ll learn the prospects’ language, fears, desires, pain points, and honest feelings about products currently on the market.
You can also answer questions and comment to build your authority. In most groups, but not all, you may also be able to Promote Your Shopify Store On Facebook.
31. Comment Often
Post comments frequently because the most recent comments show at the top of the conversations. So if you comment once, early on, your comment will be buried by later comments. You can comment on your own posts and ads, as well as any posts and shares that are of interest to your prospects.
32. What Time Is The Best Time Promote Your Shopify Store On Facebook?
Do you know the answer to this question for your market? If not, check your data. There is also information compiled by a company called Coschedule that you can consult here. See their infographic below:
33. Republish Ads And Content
If you have a well-performing ad that begins to decline in ROAS, you may have reached market saturation or product saturation. If you’ve reached market saturation, but the product is still viable, pause the ad for several months. When you republish the ad later, it will reach a whole new audience and gain new life.
This strategy works for evergreen content as well. Remember, only a tiny fraction of Facebook’s 2.2 billion active users will ever see your ads and content. The only way to increase the odds of exposure is to repeat ads and give more users the opportunity to view them.
34. Use Lookalike Audiences
What is a lookalike audience?
Well, according to Facebook, their “lookalike audiences help your ads reach people who are similar to (or “look like”) those audiences that are already interested in your business.
So if certain traits, like age, gender, location, or interests make a Facebook user more likely to purchase your product, you want to Facebook to show your ads to more of those people and less to general audience users.
Getting the data for a lookalike audience is why Free Plus Shipping offers are worth more than just the upfront purchase and customer gain. They also help your Facebook pixel to collect the data that you can then use to create a lookalike audience. Your Facebook business page engagement will also help your pixel to get the data for a lookalike audience–so be sure to get your page up and running as part of your Facebook advertising strategy.
For more information on how to create a lookalike audience, click here.
35. Maximize visuals and minimize text
And finally, one rule of thumb to always remember when you Promote Your Shopify Store On Facebook: Maximize visuals and minimize text.
Strive to implement as much of this Shopify Facebook guide into your marketing strategy as possible. It will help you get the most out of every advertising dollar you invest in Facebook marketing.