How to run Facebook ads for eCommerce / Shopify stores?

Facebook has updated its IOS updates, with this there is some limit to how much Facebook can track user information. But worry not with Facebook pixel we can still track and optimize for better sales.

A lot of marketers prefer Facebook ads over google because it has more control and is cost-effective and it helps in brand building as well. Facebook show your ad to the people who are interested in the product or service.

Here we will discuss step by step procedures to run Facebook ads for eCommerce.

1. Setting up a Facebook Ad account for an eCommerce website.

Don’t start with a wrong foot, The first thing you need to do is update the Facebook business manager.

In business, the manager updates your business information such as GST, Business name, Contact etc.

Connect your Exist Facebook Page or Create one.

Then create an ad account the same way you either create one or choose your existing ad account.

To run Facebook ads you need to install Facebook pixel on your website, if you don’t have an eCommerce site on Shopify or WooCommerce you need to create a pixel for the Facebook event manager and paste it to your website. But in Shopify or WooCommerce you need just an app or plugin which will set up most of the basic things required for Facebook ads, it will install the pixel, create a Facebook shop page and add products, etc. In some apps, you just copy-paste the pixel id itself, need not copy the full code. In few hours you can now see events happening on your website with help of a pixel, you see how many people view your products, how many people add to the cart. Etc

With the help of pixels you can create a custom audience, why are we creating this audience?

We are creating these audiences so that we can retarget them, It is easy to sell to known customers than unknown people. Here you can use the lookalike feature to create a similar audience to your target audience. The best way to make use of retargeting is to target abandoned carts and show them an offer or direct them to a different landing page and provide them with the best offer to make their purchase.


2. Best type of Facebook ad for eCommerce.

Dynamic ads and Dynamic retarget ads are best for retargeting. It helps to show the customer the product they were interested in rather than the general video or product ad.

For Dynamic retarget to work you need to create a product catalogue, You can sync your product in your store dynamically with the help of Shopify and pixel, or you may connect your product with the help of the product feed.

Here you can create multiple product sets which can be included in dynamic ads.


You can create upsell and cross-sell product sets that can be targeted to customers who completed the purchase.

With Dynamic products, ad customers can view the product information from the website.

Though the type of ad depends on the campaign objective if you are looking for the traffic you can use a carousel ad because the eCommerce store usually has products in multiple variants like colour and styles. If you have a video you can include it in one of the carousel cards.

3. Facebook ads funnel for eCommerce

Creating a funnel will help you with better sales, You can run a single ad and expect the customer to make a purchase. You need to build an audience and retarget at the same time.

You can retarget lookalike audiences or based on their behaviour like add to cart, search, form submission etc. It is best practice to run multiple campaigns ie one for traffic, one campaign to retarget them with a different ad.


While providing incredible offers to new customers exclude your customer audience, likewise, you can segment and show specific ads to certain customers.

Customer like – Who Bought Only Once, Who Bought Recently, Who Bought certain products.

4. Target, Monitor, Optimize your Facebook Ads for Ecommerce

Target people who are interested in your product or service, including targeting options like age, gender, region and specific interest, You can keep your audience narrow by adding additional interest in the narrow audience field.

With the help of pixels, you can see which ads are performing. You will be able to see cost per action, cost per purchase etc. Run conversion campaigns or catalogue sales for selling products.

Run the campaign till it exists in the learning phase, optimize for the top of the funnel events like add to cart once you have enough trigger in add to cart, then optimize for purchase, Facebook require enough trigger to analyse and show your add to the relevant audience.

Keep an eye on metrics such as CPC, CPA and customer lifetime value so that you can run campaigns with focusing ROI.

5. Optimize Ads

The main thing in optimizing the ads is to test it out, change the ad copies, images and landing page, etc similarly change the ad set and audience type. Find out which ad copy is working better. Use CTA like shop now, get offer etc.

Once you practice and get familiar with the Facebook ad manager and its campaign setups, make use of dynamic product ads and video ads to get amazing results.


Facebook and Instagram are good places to target your audience and promote your store, find out from which platform you are getting conversion and results. and also find out which ad type is performing well. scale it with a lookalike audience and budget. Create content that captures your customer\’s attention and move them into a funnel and make them an irresistible offer and convert a sale. Make use of the Facebook retargeting option and sell more products to your customer.

If you are looking to promote your eCommerce store, want to build a successful eCommerce strategy that brings you more sales. If you need any help reach out to me an eCommerce marketing consultant.

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.