Facebook Ad Objectives For Brand New Shopify Store

Setting up your first Facebook ad campaign for your shopping store can be overwhelming with so many options to choose from. In this post we go over how each objective works & what would be the best for a brand new Shopify store.

Brand Awareness Objective

Now, why would you use brand awareness for a brand new Shopify store? We want to make the cash, the money, as quick as possible right?. The thing is, If you’re a brand new store, no one knows who you are. Before someone buys from you they want to know your brand, your story, your product and what you have to offer.

With brand campaigns, I always recommend having around an 80 20, when it comes to sales and branding. With branding campaigns you’re going to get a lower CPM, so you’re going to have a wider reach & audience. It’s also great because it will increase your followers, your engagement, all of these subtle, but really important metrics.

If you have a really cool piece of creative such as a new video, new collection, collaboration and you want to create a buzz, a brand campaign is really going to help increase that awareness & hype around your brand.

Engagement Objective

The next one that we have is engagement. Engagement is what’s used in the Facebook social ad campaigns for social proof. We’ve all seen the ad where there’s a lot of likes and a lot of comments, and you might have scrolled past that initially, but then you saw that there was a lot of likes and engagement and you kind of want to take a deeper dive.

That’s what the engagement campaign allows you to do. When people see that there’s a lot of likes and a lot of comments, they’re going to engage with your ad for a lot more.

Engagement campaigns can be super effective, and there’s a lot of kind of sneakier strategies that I’ll share with you in a later post and how to make it more viral and get more social engagement. When done correctly, the Facebook ad objective of engagement can be super powerful for a Shopify campaign.

Traffic Objective

Next up, we have traffic campaigns. With a new store, you’re obviously going to want to have an avelanche of traffic coming in, and hopefully that traffic is going to be converting. Traffic is one of the most important campaigns when you’re first starting your Shopify store.

The reason for this is because you want to gather enough data on the types of people that are browsing, clicking onto your ads and converting onto your store.

You want to know what type of products they’re browsing, how they’re behaving on your site. You can get all of this type of data through Google analytics, or Shopify analytics, and the Facebook ads account.

The more traffic you aquire, the more the pixel data you’re going to have, so that you can create retargeting audiences, lookalike audiences, all these types of really important campaigns that will come at a later date if you’re new to Shopify.

Conversion Objective

Conversions is going to be the objctive that most people are going to be going for. The only problem with that is, if you’re a brand new store, then you don’t have enough data on what type of products people are wanting. What type of people are converting?

So that’s why we recommend, if you’re running your Shopify conversion campaign first, you want to have the add to cart as the objective, rather than the conversion, just because you want to gather data.

Facebook ads, it’s all about gathering as much data as possible. The more data you have, then your ads become much more effective at a later date. So if you’re a brand new, you can still go for the Facebook ads conversion campaign, just have the add to cart. You could also test with standard conversions. Then, obviously, if you’re established then yeah, definitely you want to be having a conversion campaign in there as well.

These are the Facebook ad campaign objectives. I’m going to be going through each of them in more detail on how to use them, so I’ll be making more posts on that at a later date.