If you are an existing seller on Shopify, or for that matter, any e-commerce platform, you need to consistently drive traffic to your online store. Considering the massive competition in the online selling pace, this is not easy. Thankfully, there is a way to beat your competition and it involves using the powerful duo of advertisements – Google and Facebook Ads.
Several sellers across the globe have integrated their Shopify store with Facebook and Google Ads and are reaping the benefits in the form of increased traffic to their stores
But how to integrate Google and Facebook Ads into your Shopify store? What are the different Ad formats supported by Shopify? Let’s find the answers to all these questions and a lot more in this guide.
Benefits of integrating Facebook Ads and Google Ads with your Shopify store
Here are the different advantages of integrating Facebook Ads and Google Ads with your Shopify store:
Interested and active user base
Together, Google and Facebook account for over 10 billion unique monthly visitors. Facebook (now Meta) also owns Instagram while Google owns YouTube. Together they form a massive network of engaged audiences who you can attract to your Shopify store. Put simply, by integrating your Shopify store with their ad platforms, you can tap into their vast user base and increase your store’s reach and visibility.
Ability to target specific audiences
One of the key advantages of integrating your Shopify store with Facebook and Google Ads is their ability to target specific audiences based on their interests, and demographics. Facebook offers features like Custom Audience, and Lookalike Audience that enable you to target prospects who are very similar to your existing customers or ideal customers. Similarly, the Google Ad network offers features like Custom Affinity Audiences that let you target new customers based on specific keywords and specific URLs users might visit.
Improved conversion tracking and analytics capabilities
When you integrate Facebook and Google Ads with your Shopify store, you automatically gain valuable insights into the performance of your Ad Set. You can easily track your Facebook Ad conversions with the help of Pixel. It captures specific actions taken by your website visitors such as purchases, account creation, or adding products to carts. Similarly, the performance of Google Ads can be tracked within the Google Ads account. You can even engage with the data through multi-dimensional tables and charts.
Both Facebook and Google offer affordable Ad options to target your customers. Since they work on a bidding model, you can set your own desired price for the ad placements. This means you have complete control over your spending limits and modify the budget of the campaigns based on their performance. Also, its powerful targeting capabilities ensure that you reach users who are more likely to convert, increasing the ROI of your Shopify Ads.
How to set up Facebook Ads and Google Ads integration on Shopify?
Now that you know the benefits of integrating your Shopify store with Facebook and Google Ads, let us understand how to integrate them.
Steps to integrating Facebook Ads with Shopify
Before you integrate Facebook Ads with your Shopify store, you need to have a Facebook Business Account and a Facebook Ads Account. Create the respective accounts by visiting Facebook Business Manager and Facebook Ads Manager.
Once they are created, log in to your Shopify admin account. Navigate to Settings> Apps and Sales Channel. Click on Shopify App Store to view the app listing. Download Facebook and Instagram as your sales channel.
After they are successfully installed, connect your Shopify account to your Facebook Account and Business Account.
Go to Settings under Facebook and Instagram sales channels in the Shopify dashboard. Navigate to Data sharing settings> Customer data-sharing. Click the Enable data-sharing toggle. In the Choose data-sharing level section select Standard, Enhanced, or Maximum. Select your pixel from the list and connect it. If you don’t have a pixel, create one.
Select a Facebook target country where you want to target your Facebook Ads.
Click Finish setup.
Steps to integrating Google Ads with Shopify
- Navigate to your Google Ads Account. Click the Admin icon > Linked Accounts.
- Search for Shopify. Once found, click Details and link it in the next window.
- Click on Continue and authorize the integration.
- When you select Create data integration, you will be directed to the Shopify page.
- Log into your Shopify account and complete the steps on the Shopify website.
Different ad formats to showcase products from your Shopify store
There are a variety of Ad formats available to showcase your Shopify products, each with its own unique features and advantages.
Facebook Ad formats for Shopify
Single Image Ads
Single Image Ads by Facebook help in promoting your products using a single image. They are very easy to create and can be quite effective in grabbing a user’s attention. However, you must ensure that the image used is appealing and relevant to your brand and product.
This ad format allows you to showcase your products with the help of multiple images or videos, all within a single Ad placement. This is your best choice if you wish to promote several products at the same time. It is also quite useful if you want to weave a story about your product or brand through a series of creatives.
These ads contain a cover image or video along with multiple product images displayed in a grid format. Like Carousel Ads, these ads are quite useful to showcase multiple related products. However, this format is supported only on mobile devices.
These ads enable you to use videos to promote your brand or products. They are again quite effective in attracting potential customers because a Video Ad can convey a lot more info than an image. However, videos are more difficult to create, and as a result, many Shopify owners prefer creating easier Image Ads.
Google Ad formats for Shopify
Google Search Ads are nothing but text ads you see on Google’s results page. These ads typically appear at the top of the page, above the organic search results. They are ideal for targeting those leads with a higher intention to purchase your products. By targeting the right keywords according to the buyer’s intent, you can reach them right when they’re searching for that particular product.
Display Ads are image-based ads that are used predominantly to attract users who are likely to be interested in your products but aren’t searching for them yet. These ads are displayed while a user is browsing through their favorite websites and apps. Their main goal is to improve brand awareness.
Google Shopping Ads are purely product-based ads displayed on the results page. These ads show an image of the product along with the title, price, store name, and reviews. They are like your product listing page, providing important product information even before they visit the details page. Shopping Ads are ideal for improving the traffic to your website.
Pro tips for creating Shopify Facebook Ads and Google Ads
Here are some invaluable tips that will enable you to create highly effective and engaging Facebook and Google Ads for your Shopify store
Learn about your target audience
Before creating your Facebook and Google Ads for your Shopify store, spend some time understanding your target audience. Find out their demographics, interests, and pain points. Use this information to personalize your Shopify Ads. And the best part is, both Facebook and Google Ads offer advanced targeting options like Lookalike Audiences and Custom Segments. Take advantage of these features to ensure that your Shopify Ads are shown to the most relevant audience, increasing the chances of conversion. You can also take the help of Google’s Enhanced Ecommerce tracking tool that can create customer segments based on the data it collected on how previous shoppers interacted with your site. For instance, you can use this tool to launch a dedicated cart abandonment campaign with specific messaging, targeting all those who didn’t complete the checkout process.
Use compelling ad copies and eye-catching visuals
Write clear and persuasive ad copies highlighting the USP of your brand and products. Include a strong call to action and incorporate social proofs to build trust. Support your ad copies with the help of appealing visuals as they help in grabbing attention. Always use high-quality and non-pixelated images so that it doesn’t impact user experience.
Utilize retargeting strategies
Implement retargeting campaigns for your Shopify store via Google and Facebook Ads to reach people who have already shown interest in your products. By using Pixel for Facebook and Remarketing Tags for Google, you can effortlessly track visitors who have performed an action on your Shopify store. Tailor your Shopify Ads to remind these potential customers about the products they viewed or abandoned in their shopping carts.
Conduct A/B testing
Conduct A/B testing to optimize your ad performance. Create multiple versions of your Shopify Ads with different headlines, visuals, or calls to action. Monitor their performance and identify the variant that attracts maximum engagement Use it as your primary ad version to improve the ROI of your ad spend.
It is very important to track conversions when you are running any type of ad as it can be used to refine your future targeting. For instance, you will learn about the top-performing and low-performing keywords and ad creatives. Armed with this information, you can easily remove or modify underperforming keywords and other elements of your ad.
Conversion tracking also gives you a great idea of how much you are actually paying to get customers. By understanding your ROAS and how much are you paying to convert a lead, you will know whether you are overspending your Ad budget.
You can also use the data to modify your website. For instance, if you are getting a considerable volume of traffic to a particular landing page, but there are high bounces, it could mean there is an inherent problem with the UX of the page. You can immediately make necessary changes before it starts impacting your brand image.
Align your ad content with your landing page
Ensure that your ad copy and visuals are not only relevant but also mirror the content on your website. This will ensure that your customers are having a uniform experience. For instance, if you are creating an ad for “Men’s party wear”, the landing page should be a collection of menswear that can be worn to a party. The messaging should also revolve around the occasion.
When your ad content aligns with your landing page, it also improves your Quality Score, a key parameter used by Google to determine your Ad exposure on their search and display networks.
Take advantage of brand-specific searches
If you are a popular name in the industry and searchers seek you out through your brand name, then you can use this behavior to your advantage. Incorporate your brand-specific keywords in your Shopify Ads so that you can speak directly to those users. It is also a good idea to invite them to your website by offering attractive discounts to them.
CTR friendly tips
CTR is all about how often people who see your ad, end up clicking it and visiting your product landing page. The simple thumb rule is – the higher your CTR, the higher your conversion rate should be. So to improve your CTR, you can adopt some handy tips like capitalizing title letters in your ad copy, using bold and attractive CTAs, and adopting keywords that align with the intent of the customers.
By integrating Google and Facebook Ads with your Shopify store, you can enjoy a multitude of benefits, including the ability to harness the vast reach and targeting capabilities of these platforms. However, it is very important to follow the best practices highlighted in this post to receive the best ROI for your effort and spend.