Vanhishikha Bhargava
Vanhishikha Bhargava

Are Your Shopify Facebook Ads Really Driving Sales?

are your shopify facebook ads really driving sales

If you’ve been spending thousands of dollars on Shopify Facebook ads and getting sales less than half your spend, the answer is NO.

Social media platforms like Facebook are constantly changing their algorithms to personalize what their users see in their feeds. Considering how 1.62 billion users are on the platform every day, it is only obvious for the social media giant to ensure a great experience.

Now as an online store, Facebook gives you the chance to reach a mass, global market and make more sales.

But, mostly just in theory.

Think about the last time you published a post on your Facebook page. Did it get you enough engagement? Did users see your post and make purchases from the store?

Most likely, your answer is NO.

The chance of your target audience seeing your posts organically is lower than ever before. That’s where Shopify Facebook ads come in!

But with this ‘pay to play’ model, brands are struggling to optimize their advertising spends. Most find it challenging to turn their reach into engagement, and engagement into sales from ad campaigns. No matter how many thousands of dollars the Shopify store is spending in a month.

Not tapping into such a big user base is definitely a no-no.

So how do you ensure that every Shopify Facebook ad you set up gets you as many sales?

Creating Shopify Facebook Ads that actually sell 

1. Start with understanding your customers 

One of the biggest mistakes that we see most Shopify stores make is not using their customer data for strategizing Facebook ads.

Every shopper is different. What motivates one to make a purchase, might not even be a consideration for the other.

So should you offer an additional discount or should you showcase why your product is better than the others in the market? And who should you target with which messaging?

That’s where the first step to creating high-converting Shopify Facebook ads is diving deep into customer analytics.

To quickly recap, customer analytics refers to the process by which customer behaviour is used to make key business decisions. It uses market segmentation and predictive analytics to go beyond the usual age, location, gender, etc demographics and understand what really makes a consumer want to make purchases. Learn more about customer analytics here.

But more importantly, the data helps brands segment their customer base based on their behaviour. This helps them create marketing strategies that are closest to their interests, increasing the probability of conversions and sales through Shopify Facebook ads.

With Shopify analytics apps like RevTap, this becomes even easier. The app crunches all your store and marketing data to create clear customer segments based on shopper behaviour.

customer analytics - customer segments on revtap

Now putting customer segments to use is a straightforward Shopify marketing strategy.

You can target cart abandoners with Shopify Facebook ads promoting free shipping or a special discount.

For small-ticket spenders, you can create smart upsell and cross-sell campaigns to introduce them to products similar to what they like. You could make the deal sweeter by promoting a bundle deal to these shoppers in your Shopify Facebook ads.

Simply put, starting out your strategy with customer data will help you reach closer to what the shopper expects. The closer you are to their interests, preferences and motivation to make purchases, the higher are the conversions and sales you drive from the campaign.

Create your first customer analytics report and segments with RevTap.

2. Install the conversion tracking pixel 

Before you even boost one of your Facebook posts, remember to install the Facebook Pixel on your Shopify store. This is important if you really want to know whether or not your Shopify Facebook ads are working well.

By adding just a small snippet of code, you get to track what an online shopper really does on your store, after being driven to it via an ad. Call it the connection between your Shopify Facebooks and your website.

It shows every little action that an online shopper takes on your store. Be it actually making a purchase, adding items to the cart or simply browsing through a few products. With this data, you can also understand which of your ads is reaching the right audience, and which one is bringing you the most number of sales.

So instead of spending thousands of dollars on running multiple ads, you get to focus on optimizing the budget of the one ad that is a hit!

Not sure how to install the Facebook pixel on your store? Read Shopify’s guide on it.

3. Always create a sense of urgency in your message 

If a shopper didn’t convert on their first visit, it’s not necessary that they would convert right after seeing your Shopify Facebook ads. You have to make them want to visit your store right away – and that’s possible only when they feel the offer you’re making would be missed if they wait another day.

That’s where your ad copy – caption and the image you use to promote products or discounts, should use powerful words and phrases. These words should encourage taking action on being read. You need to create FOMO to get online shoppers to respond!

Some words that work fantastically include:

  • Limited-period only
  • Till stocks last
  • Flash sale
  • Hurry up!
  • Buy now
  • Offer expires dd/mm/yy
  • Clearance sale
  • One day only
  • Last chance!

Here’s an example of Feel Unique using this tactic:

flash sale shopify facebook ads

4. Choose the right image for your ad 

Think about how you scroll through your Facebook feed. The image you use in your Shopify Facebook ad needs to stand out and grab attention almost instantly. But at the same time, it needs to be relevant to what you’re selling and should be aesthetically appealing enough for a shopper to want to know more about the product.

A few rules to keep in mind for choosing or even creating the right image for your ad include:

  • Ensure high-quality: Make sure you’re using high-quality images always, but not stock imagery that tends to get ignored. Instead, invest in getting your products professionally shot in different use-case setups. The image then becomes unique to your brand and also helps the shopper visual where or how they can use it after purchase.
  • Add a human touch: We all know that humans connect with humans. So it’s a smart strategy to include a warm face in your Shopify Facebook ads imagery. It doesn’t just give your brand a more human outlook, but also helps shoppers visualize the products on themselves. But make sure that any image you use does not hurt your target market’s emotions.
  • Keep it simple: You’ll notice a lot of online stores trying to create custom graphics for their Shopify Facebook ads. While their efforts are in the right direction, the thought process is slightly off the typical Facebook user’s behaviour. By adding too many elements, you’re only distracting the shopper from your product.

Shopify wrote a comprehensive guide on how to create or choose creatives that convert. You can read it here.

5. Leverage carousel or multi-product ad format 

Most shoppers start their purchase journey on the search engine or social media. They look for specific products, discover them and head straight to that page to know more and complete the purchase. These shoppers tend to not explore the other options available to them – if they see a price that suits them, they’ll go straight for it!

With carousel ads, your Shopify store can leverage the multiple-imagery format to:

  • Showcase several products in the same category
  • Display the features and benefits of one product
  • Promote deals across different product categories and collections

This Shopify Facebook ad format gives users more options to choose from. So it basically helps you get more products to their attention and also increases the chances of them converting on one.

Here’s a carousel ad example from Scarters:

scarters - shopify facebook ads carousel

6. Create interactive video ads 

Just like the carousel ad format, video ads are a great way to capture the fleeting attention of an online shopper. They also give you an opportunity to display different aspects of a product or even promote the various variants available on your Shopify store. You could even take this a step ahead, get creative and use videos to promote your upcoming sales and deals!

But since most videos are played on mute by default, you need to ensure that your messages are getting across even without the audio you inserted.

While some images speak for themselves, it is a good idea to include text on videos, to guide the viewer through the ad. You can use text to pinpoint features of a product you’re promoting, mention the important terms and conditions on the discount or sale you’re running.

Now we know creating videos is not a joke. Adding text to it even gets tougher – but it’s what makes your ad interactive.

Here’s an example of Tiger Mist using a video ad to promote their sale:

video shopify facebook ads - sale

With Shopify apps like Typito, you can add text to videos in just a few minutes. You can even reuse these videos as social content to boost shopper engagement on your brand profiles.

Typito wrote a comprehensive guide on how to create and use product videos to increase Shopify sales. Read it here.

7. Share your brand story through Shopify Facebook ads 

Facebook is a social networking platform. Most consumers from your target market are active on the platform to simply connect with friends and family, and share their day-to-day stories. So why restrict your Shopify Facebook ads to promoting products only?

Use your ads to share your brand story and build relationships with shoppers before nudging them to make a purchase. When a shopper relates to what your brand does or offers, they become 10x more likely to interact with it and convert on your campaigns.

You can use storytelling in your Facebook ads to:

  • Communicate your brand’s vision and mission
  • Share your brand’s story and making
  • Give a sneak peek into the making of your products
  • Sharing your first customer testimonials

Remember, the idea is to share a story first and then make a subtle push for them to explore products on your store to purchase from.

You’ll be surprised, but 92% of consumers actually want brands to make ads that feel like a story!

Not sure where to begin with storytelling? Read this article on How to make a fairytale convert: The art of storytelling.

8. Create a custom audience with shopper data 

We’re all about putting data to work to increase Shopify sales.

Get your data together for different customer segments from RevTap. Use that along with your Facebook pixel to retarget the right audience – shoppers who recognise your brand and are more likely to purchase from it.

You can create a custom audience for your Shopify store by including the following data:

  • Customer file: Upload a list of email addresses, phone numbers and any other contact information of your customers. Facebook then matches this information with its own user base to help your ad reach them directly. This is also a promising way to re-engage shoppers who only subscribed to your newsletter or alerts. Remember to go segment by segment to be able to tailor your Shopify Facebook Ads messaging.
  • Website data: Allows you to create retargeting ads based on a shopper’s on-site behaviour. This targeting is best suited for retargeting shoppers who have visited your store in the last 30 days or have abandoned a cart in the past 7 days – these are the time frames they are more likely to remember your brand in.
  • Engagement: Use customer engagement data to nudge a shopper to make a purchase from your Shopify store. If they’ve liked a Facebook post, shown interest in one of your upcoming sales, events or contests, it indicates their interest in what you have to offer. Don’t forget to tap into this purchase intent to increase Shopify sales.

9. Use lookalike audience to reach similar customers 

With so many Facebook users, it is getting tougher for brands to reach their ideal audience. Most marketers struggle to create Shopify marketing strategies that take them directly to a consumer base that is likely to make a purchase.

That’s the number one reason why most stores will see traffic generated from their Shopify Facebook ads, but not enough sales!

That’s where targeting an audience that is ‘similar’ to your existing customer base comes into play. It’s like referral marketing, without having to ask for referrals.

Here too, you can upload a list of customers (segment-wise) to Facebook to create a custom audience. The feature then uses this data to create a new audience ranging in likeliness from 1% to 10% – matching parameters with those uploaded by you.

  • 1% Lookalike Audience includes users who are the closest to your custom audience
  • 10% Lookalike Audience includes users with a range of other interests that are close to those matching your custom audience
  • Lookalike Audience for Facebook ads is the most effective when you have a larger and well-segmented customer base

Simply put, you’re using similar purchase behaviour and interests to tailor your Shopify Facebook ads and personalize the journey of new shoppers you’re reaching out to.

10. Get creative with the discounts and offer you make 

Remember, different customers, different motivations to make a purchase.

So don’t stick to just offering one kind of discount. Experiment with different offers to see what your target customers respond to the most.

  • Discounts: Works for converting even those customers who are not actively looking for making a purchase. The psychology of not missing out on a good ‘sale’ makes them want to buy more. So experiment with first-purchase discount, repeat customer discounts, limited period discounts and cart recovery discounts.
  • Offers: Instead of discounts, you can also experiment making offers that don’t involve offering an additional off on the purchase. For instance, you could offer free shipping for a limited period, 24 hours delivery and more. This helps you understand what other than the price motivates a shopper to make a purchase.
  • Contests and giveaways: When used strategically in Shopify Facebook ads, contests and giveaways can increase Shopify sales in no time. And at the same time, also increase the word-of-mouth promotion around your brand. For instance, you could ask shoppers to make a purchase worth $100 to be able to win a $50 discount on the next and ask them to share their purchase for extra brownie points. Just make it easy to participate in!

11. Set up dynamic product ads for retargeting 

76% of online shoppers will not complete a purchase on their first visit to the store. They might browse through a few products, add some to the cart and then abandon them all to look for a better deal or more options on other stores. It’s just how online shopping works!

But this is not a lost sale. It is a purchase intent that you can use to bring these shoppers back to their cart.

What these shoppers need is not a new promotion on Facebook. They just need to be reminded of what your Shopify store was offering. You can do this by setting up dynamic ads to retarget these online shoppers.

Retargeting ads have proven to bring back about 26% of these purchase abandoners and increases conversion rates by 70%. In fact, it is one of the most common Shopify Facebook ads formats in the eCommerce landscape.

Dynamic ads basically retarget shoppers by showing them ads tailored to their on-site activity.

For instance, if a shopper browses a specific product range on your store, but does not make a purchase. You can retarget this shopper with a dynamic ad showcasing exclusive products from that range or offering special deals on them.

Facebook-Dynamic-Product-Ads

Similarly, if a shopper abandons a purchase. You can use dynamic retargeting ads to remind them of what they’ve left behind, offer free shipping or an additional discount on the cart total.

Increase your Shopify sales in no time with smart retargeting!

If you’re unsure about running retargeting campaigns or find it difficult do so, use smart Shopify apps like RetargetApp instead.

12. Optimize your ad based on performance analytics 

Most stores end up spending too much on Shopify Facebook ads simply because they follow a ‘set it and forget it’ rule.

No matter how great your products and deals are, consumers respond differently to campaigns. So you need to make sure you’re tracking their response closely. This includes mapping the reach of your campaigns, the clicks it has generated, the sales those clicks have resulted in and the overall revenue generated in the amount you spend.

Now Facebook Ads Manager can be overwhelming when it comes to taking out actionable from your campaigns or making a comparison in their performance.

By plugging in Shopify Analytics apps like RevTap, you make this data-driven approach to optimizing campaigns, easy too.

Performance analytics gives you a clear view of your advertising spend, revenue generated and the return on ad spend. It also displays a report of all your campaigns and the conversions they have driven over a set period of time.

Know the cost per click of each campaign, the frequency of targeting it takes to convert consumers on an average and more by simply connecting your Facebook Ads Manager to RevTap.

performance analytics - facebook report - revtap

Learn more about using Performance Analytics for better marketing here.

Use this data to tweak your campaigns based on consumer behaviour, personalize messaging and improve their performance to drive more sales – at a lower cost per customer acquisition!

Creating Shopify Facebook ads that get you sales! 

Running paid campaigns to promote your Shopify store can be overwhelming.

Especially because you need to focus on first making consumers aware of your brand and what it offers, then encouraging interaction and lastly, driving them towards checkout.

It takes setting up a lot of campaigns with different approaches and targeting to reach the right audience. That’s why instead of assumptions about market trends and consumer behaviour, lead your Shopify marketing strategy with actionable data and optimize your ads for the best results!

Wondering how RevTap can simplify running Facebook ads that actually convert?

Sign up on RevTap and connect your Facebook Ads manager to see your performance analytics in minutes!  

Turn your Shopify store data into more revenue with RevTap. Sign up today to get started for FREE and avail pre-launch discounts.
Vanhishikha Bhargava
Vanhishikha Bhargava
Vanhishikha is the Head of Content and Partnerships at RevTap. You'll usually find her hunting for strategies and tools to enable eCommerce businesses to sell more. At other times, you'll find her testing them and writing about them with a cup of coffee.

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