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Optimizing Your Shopify Store’s Facebook Ads: An All-Levels Guide

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

It’s every Shopify merchant’s dream: nonstop traffic, massive conversion rates, and irresistible ads that successfully pique shoppers’ interests. However, the reality is ecommerce success doesn’t come overnight — and sometimes it feels impossible to achieve the results you deserve, no matter how much effort you put into tweaking your social media ads. 

Facebook ads may be one of the most popular tactics in marketers’ toolkits, but the platform’s competitiveness means the days of low cost-per-clicks are long gone. 

Ready to learn how to optimize your Facebook ads regardless of your marketing level expertise? Let’s get started. 

For Beginner Marketers

Install the Facebook pixel (or check that it’s working properly) 

The first step to Facebook ad strategy is installing the Facebook pixel. Once added to your Shopify store, it’ll track how users interact with your ads and provide greater insight into your target audience and conversion paths. 

With the Facebook app for Shopify, integrating your accounts is easy — here’s a quick step-by-step guide. 

Better audience targeting

Facebook offers one of the most powerful audience targeting tools available to ecommerce brands. Beyond characteristics like age, gender, location, language, interests, education, and job title, check out:

  • Contact list custom audiences: By uploading data from your CRM or email lists, you can better reengage current customers.

  • Lookalike audiences: These are Facebook users who resemble your existing customers and are most likely to engage with your ads. 

Repurpose engaging organic posts into ads

Don’t let your high-performing organic Facebook posts go to waste. Instead, consider repurposing them into ads. Click the “Boost Post” button at the bottom right corner of your posts to reach new users who may be interested in your content. 

For Intermediate Marketers

Find inspiration from the Facebook Ad Library

Strapped for creative ideas? There’s one site you need to bookmark: Facebook’s Ad Library. It hosts a gallery of all the Facebook ads currently live — all you have to do is conduct a quick search using keywords or advertiser names. 

Inspiration awaits at Facebook’s Ad Library — and don’t forget to take a look at what your competitors are doing. 

A/B test your ads

Unless you have an all-knowing crystal ball, A/B testing is the key to success for any ecommerce marketing effort. By experimenting with different variables of your Facebook ad — whether the image, headline, ad type, call to action, copy, or audience targeting — you can nail down what resonates with users the most. 

The best part? Facebook’s ad platform offers A/B testing directly on its dashboard. Choose a variable to test, and the platform will automatically divide your budget and measure the performance of each ad set. 

Experiment with different Facebook ad types 

There are various types of Facebook ad formats, and the best way to determine which ones yield the best results for your brand is via experimentation. First, check out some of the most relevant ad types for Shopify merchants:

  • Image ads may be the most basic type of Facebook ad, but they can still pack a punch when creatively executed and paired with carefully crafted text. 

  • Video ads are perfect for storytelling and grabbing attention. 

  • Carousel ads are great for showcasing multiple products in your store. 

  • Collection ads are the ultimate ad type to promote shopping — they’re also the easiest way to get started with dynamic content. 

No matter your product, industry, or brand goal, Facebook has an ad format for you. 

If you’re feeling a little overwhelmed, let Facebook optimize your ad placements on your behalf. Select “Automatic Placements” when creating your ad — the platform will then dynamically place your ads wherever they’re likely to perform best. 

For Expert Marketers

Remember to frequency cap

Nobody enjoys seeing the same ads while scrolling through their friends’ engagement photos and life updates. As you optimize your Facebook ads, pay close attention to your ad delivery details, including the frequency cap. The platform recommends not showing the same ad to a shopper more than two times in seven days.

Don’t ignore this section of the campaign creation process! 

Add Facebook retargeting to your marketing toolbox

Abandoned carts happen to everyone, but that doesn’t mean you should accept the lost revenue. Here’s where retargeting comes in — it’s the easiest way to convert cart abandoners into paying customers. By delivering a simple “Hey, remember us?” reminder paired with a small promo code, you can transform this ecommerce headache into a new opportunity. 

Creating a social media retargeting using AdRoll is as simple as this

The best way to get started with retargeting on Facebook? With AdRoll. Check out how we can supercharge your retargeting ads here

Make Facebook an Irreplaceable Part of Your Multichannel Strategy

With these tips, your Facebook ads will deliver better results in no time. However, even when you see your conversion rates rise, don’t rely on Facebook alone. Instead, the platform should be a part of your multichannel marketing strategy

Make your Facebook ads journey stress free with the AdRoll app for Shopify and Shopify Plus merchants — our AI-powered solution will monitor and optimize your multichannel campaigns, so you can enjoy higher returns on ad spend.

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