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How To Set Up Your Shopify Facebook Ads Account

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Welcome to this quick tutorial on how to set up your Shopify Facebook Ads Account and connect it to your Business Manager! If you want to run ad campaigns for your Shopify Store, you will need to do this step before starting any ad campaigns.

Why You Need Facebook Ads

Facebook is the world’s 3rd most visited website with over 2.41 billion monthly active users. This makes it an amazing place to advertise your products, which is why 92% of social marketers use Facebook for advertising. Due to its traffic and active users, Facebook is a powerful tool that can help target very precise demographics that fit brands perfectly. Its lookalike audiences are also a great way to find new customers that fit the same profile!

So Facebook ads are a fantastic way to connect with your fans, retarget site visitors, reach potential customers, and increase your sales. In this article, we’ll teach you how to create an ad account on Facebook, as well as create your Facebook Pixel.

How To Create An Ad Account On Facebook

Setting up your Facebook Ads Account is both easy and fast. Follow these simple steps to do it:

 

Step 1: Sign Into Business Manager

Zima Media_Create Ad Account_Step 1

Go to the Facebook Business Manager and select the business where you want to create the ad account.

Step 2: Go To Business Settings

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Click the Go To Business Settings button.

Step 3: Create an Ad Account

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Under Ad Accounts, Click the +Add button and select Create a New Ad Account.

Step 4: Select Your Settings

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Name your account & specify your timezone and billing currency and click Next.

Step 5: Select the Business 

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Select the Business the Ad Account will be used for and click Create.

 

Step 6: Add People & Set Permissions

Zima Media_Create Ad Account_Step 6

Add the rest of your team! Begin by adding yourself as the Admin and continue by selecting the people who will manage your campaigns, the permissions they will have within the ad account. Click Assign to confirm.

 

Step 7: Setup the Payment Method

Zima Media_Create Ad Account_Step 7

Inside the Business Manager Settings, Select Payments from the left-hand menu. Click Add Payment Method.

Add the credit card information and click Continue. 

And that’s it! You’ve created a new Facebook Ad Account and are (almost!) ready to start running some ads. The next step is setting up your Facebook Pixel in order to be able to track,  measure, and retarget correctly.

How To Setup Your Facebook Pixel

It’s time to get serious. Let’s set up your Facebook Pixel.  Before running any ad campaigns, you need to be able to track, measure, and report. To do this, you need to create and set up your Facebook Pixel.

What Is Facebook Pixel & Why You Need It

Zima Media | Facebook Pixel

A Facebook Pixel is a piece of code placed on your website to report conversions, build audiences, and get insights about how people are using your website. It also helps feed useful reports where you can find hard data like revenue, ROI (Return of Investment), and ROAS (Return On Ad Spend), to name a few.  A pixel basically does all of the tracking work for you!

Facebook Pixel Standard Events

As we mentioned before, a Facebook Pixel can help you track all the people that visit your website in order to create audiences to retarget and explore. But what’s better, it can help you keep track of all sorts of conversions. Here is a list of the standard events a Facebook
Pixel can help you track:

  • Purchase: a purchase is completed on your website.
  • Add To Cart: a product is added to a cart on your website.
  • Lead: a person signs up, leaves information or otherwise identifies themselves as a lead on your website.
  • Add Payment Info: during the purchase process, someone enters their payment information on your website.
  • Add To Wishlist: 
  • View Content: a specific page on your website is visited.
  • Contact: your business is contacted by a person.
  • Search: a search is conducted on your website.
  • Schedule: an appointment is booked on your website.
  • Subscribe: someone subscribes to your product or service. 

 

And many more!

 

How To Create & Install Your Facebook Pixel

Here is our step-by-step guide on how to successfully create and install your Facebook Pixel.

Pixel Setup Step by Step

  • Step 1: Open Your Business Manager
  • Step 2: Click on Business Settings
  • Step 3: Click Data Sources
  • Step 4: Select Pixels
  • Step 5: Click Add
  • Step 6: Name Your Pixel
  • Step 7: Set Up Your Pixel
  • Step 8: Choose The Setup Method
  • Step 9: Select Shopify
  • Step 10: Connect Your Shopify Account
  • Step 11: Navigate to Online Store
  • Step 12: Select Preferences
  • Step 13:  Add Your Pixel
  • Step 14: Verify
  • Step 15: Confirm

 

Step 1: Open Your Business Manager

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Go into business.facebook.com and log in to your Business Manager.

Step 2: Click on Business Settings

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Click the Business Settings button on the right-hand side.

Step 3: Click Data Sources

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On the left-hand menu, click the Data Sources option.

Step 4: Select Pixels

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Scroll down and select Pixels.

 

Step 5: Click Add

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Once you’re there, you’ll be able to start creating your Pixel. Click the Add button to begin the process.

Step 6: Name Your Pixel

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Choose a name for your Pixel. It can be your business name, your own name, or an abbreviation. Add in your website URL and click Continue.

Step 7: Set Up Your Pixel

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It’s time to begin setting up the Pixel. Select the Set up the Pixel Now option.

 

Step 8: Choose The Setup Method

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Choose the setup method you want to use. It can be one of the following: Partner Integration, Add Code to Website or Email Instructions To Developer. For this tutorial, we’re going to choose Partner Integration.

 

Step 9: Select Shopify

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Browse through the list and select Shopify as your partner option.

 

Step 10: Connect Your Shopify Account

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To connect your Shopify Account, start by logging in to your Shopify backend.

 

Step 11: Navigate to Online Store

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Inside your Shopify backend, navigate the left-hand menu and select Online Store. 

 

Step 12: Select Preferences

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Select Preferences in the Online Store submenu.

 

Step 13:  Add Your Pixel

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Scroll down to the Facebook Pixel section and copy your Pixel number ID. Click Save.

 

Step 14: Verify

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Go back into Facebook. Add your website URL and click Send Test Traffic to check your pixel is tracking information and recording correctly.  Be aware, this may take several minutes.

Once it’s done, click Continue.

 

Step 15: Confirm

Confirm your Pixel. Once it’s done, you can check more information about your pixel in the Events Manager tag.

 

If you have the new version of Shopify, please take a look at our tutorial video. We’ll show you a step-by-step guide on setting up Facebook Marketing inside youorr Shopify backend.

And that’s it! You have finished setting up your Facebook Pixel and are ready to start tracking events like purchases, add to carts, leads, and more! 

 

Facebook Ads Account Insights

After you’ve created both your Facebook Ads Account and your Pixel, you might be itching to start your campaigns. So how do you structure your Facebook Ads campaign? Understanding the campaign structure is key because a solid campaign is the basic foundation for a successful sales and marketing strategy.

To give you a better understanding of Facebook Ads, here’re a few main things you need to know to navigate your Facebook Ads dashboard with no extra hassle.

  • Facebook Business Manager – this is where you will find all your campaigns (both running and paused). You will also be able to have a quick view of the delivery (active, off, rejected, learning), the bid strategy, the budget, and the results.
  • Campaigns – here, you’ll find all of the campaigns you created for your Shopify store.
  • Ad Sets – here, you’ll see the ad sets and audiences your campaign consists of.  Usually, you’d create a different one depending on the audience being targeted, the placements you are using, & even the types of products you want to advertise.
  • Ads – here, you’ll be able to see all the ad copies, images, headlines, and descriptions you created, as well as their individual performance.
  • Audiences –  you can view the audiences you used or create new ones with the Audience Manager.

 

To get a clearer picture, think of a campaign as an inverted umbrella:

Zima Media | Facebook Ads Campaign Structure Umbrella

So a campaign is structured in the following way:

  1. Campaign Level
  2. Ad Set Level
  3. Ad Level

Let’s discuss each level a bit further.

Campaign Level

It all starts at the campaign level. The first thing you need to do is set your campaign’s objective. Do you want to bring traffic to your website? Want to generate more leads? Do you need to increase your brand awareness? Do you want your potential customers to purchase and convert? It all starts here.

There are many to choose from based on your business needs:

  • Awareness
      • Brand Awareness
      • Reach
  • Consideration
      • Traffic
      • Engagement
      • App Installs
      • Video Views
      • Lead Generation
      • Messages
  • Conversion
    • Conversions
    • Catalog Sales
    • Store Traffic

 

All of your ads, ad groups, and efforts will focus on the objective you choose.

At the Campaign Level, you can:

  1. Turn on or off entire campaigns, ad sets or ads.
  2. Measure how well each objective is performing across the campaign, multiple ad sets, and multiple ads.
  3. Set the entire campaign budget or a cap for your overall spend limit.

Ad Set Level

At this level, you’ll be able to set your target audience, ad set budget (in case you want to spend more or less money on any particular ad set), set the schedule, placements and bidding for all of  your ad sets.

Here are a few of our recommendations:

Audience Targeting

Create a separate ad set for each audience. This will help you understand your campaign’s results, get audience insights, and keep your ad sets from competing against each other. 

For example:

  • Females interested in Fitness, aged 22-55, living in USA & Canada
  • Males interested in Fitness, aged 22-55, living in USA & Canada

If you’re testing to see if a particular message, ad copy, or image works differently across any particular audience, this is the way to do it.

Set the Budget & Schedule

  • Here you can define the maximum amount you want to spend on each ad set. 
  • You can decide if your ads will run continuously or if they will run within a specific time frame.

Ad Level

This is where it gets interesting. At the ad level, you can try different types, run A/B tests for different images or copies, and review which ads are outperforming each other. You can also decide which ads will be shown by turning them on or off.  

Here are a few of our recommendations:

  • Create a small number of ads with different variations. Try images, videos, texts, and links and review their performance in a couple of days or weeks.
  • Don’t have too many ads per ad set. Having too many visuals can affect your overall performance and hinder your comparisons.
  • Turn off low performing ad sets to increase your conversions, lower campaign costs & save money!

 

This is the way Facebook Ad Campaigns are structured. Now that you’re familiar with this, you can start creating your very first campaign. Just don’t forget to set up your Facebook Pixel first!

Want more tutorials? Check out our articles on how to do SEO Keyword Research for your Shopify store, how to set up Google Analytics and Google Search Console, or how to do on-page SEO optimizations!

Daniela González
Daniela González
Daniela is a marketing consultant at Zima Media. Feel free to ask her anything about SEO, Advertising, Content Marketing, Design & Photography. When she's not busy writing enthralling content or creating marketing campaigns, you'll find her reading fantasy novels, traveling the world, trying new beers, and eating sushi.
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