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Ads campaign on Facebook

An audience of 1.49 billion monthly active users, flexible, easy-to-use advertising options, and affordable pricing make Facebook an important channel for small and medium-sized businesses to market and advertise their products and services.

You can launch your Facebook Ad campaign right from your Ecwid admin with the help of Kliken, or from your Facebook Ads Manager.

Before starting an ad campaign, you need to connect your Ecwid store to Facebook and implement the Facebook pixel for optimizing your ad campaigns and monitor the results.

Creating ads with Kliken

You can create your ads on Facebook through Kliken — a marketing tool that simplifies the process of purchasing, creating, and targeting your campaigns.

Kliken is the best choice for anyone inexperienced with Facebook Ads since this tool drastically simplifies ad creation and setup compared to direct setup on Facebook. The campaigns are automatically configured to help retarget ads to the audience of shoppers who viewed products in your store, added items to the cart, or purchased from you. Kliken will also optimize the campaigns and provide you with the statistics.

For the hands-off approach of creating ads, managing, and supporting as many campaigns as you’d like, Kliken charges you an automation fee of $20 per month.

Before you start with setup, make sure you have a published Facebook business page. Also, you need to have enough traffic to your store to build an audience for retargeting. To get extra traffic to your store and products, use Google Free Listings or Smart Shopping ads

To create your ad campaign:

  1. From your Ecwid admin, go to Marketing → Overview.
  2. Scroll down to Reach past visitors with remarketing and click Get Started.
  3. Click Enable to activate the built-in Google Smart Shopping app. The app is powered by Kliken, so you can run your ads with Kliken on several platforms, including Facebook. If you have already used the Google Smart Shopping app, click Manage.
    After you activate the app, you can also get to this page from Marketing → Retargeting.
  4. Click Get started:

    Ads_campaign_on_Facebook__3_.png

  5. Click Continue with Facebook. You will be redirected to your Facebook page to give Kliken permission to your account.
    Once you connect your personal page to Kliken, you will be redirected back to the Ecwid store, where you can choose a business page you would like to connect to. Select the page from the list and click Continue to Targeting.
  6. Choose where you want to target your marketing efforts. This can be done on a country, region, or radius level:

    Facebook_ads_Kliken.png

    By default, the ads will be targeted to people who have selected English as their language on Facebook. You can change the language preferences by clicking the English drop-down and selecting another language (e.g., the one that matches your ad language).
  7. Click Continue to Categories and pick a Facebook category for your store.
  8. Click Continue and select categories in your store you would like to advertise. If you don’t use categories in your Ecwid store, all products will be automatically selected for ads. If you want to advertise specific products only, put them in categories in your store first and then select these categories for the campaign.
  9. Click Continue to Store Review. Your products will be checked by Kliken. You will see if any of your products have errors that need to be fixed:

    Ads_campaign_on_Facebook__2_.png

    Products that are out of stock or have errors will not be advertised on Facebook.
  10. If any errors are indicated, click View Details and follow the instructions on how to fix them, then click the I fixed this, Refresh my store button. Once you fix all issues, click Continue to Preview.
  11. Check how your ad will look. You can change the category and targeting under the Campaign Summary on this page:

    Ads_campaign_on_Facebook__1_.png

    Once you’ve checked everything, click Purchase Campaign.
  12. Select a package for your campaign: Basic ($150 per month, good for small businesses), Essential ($300 per month, good for small and medium-sized businesses), or Premium ($500 per month, best for larger businesses). Enter your credit card details and click Purchase Now.
    Kliken takes a credit card fee to cover the cost of processing your credit card payment for a campaign. You will also be charged the automation fee for managing and supporting as many campaigns as you’d like.

That’s it. Now your ads will begin to be generated. Before ads show up on Facebook, Kliken submits them for review to Facebook to make sure they meet their Advertising Policies. Typically most ads are reviewed within 2-3 business days, although in some cases, it may take longer.

Creating_ads_with_Kliken__5_.png

You can learn more about advertising on Facebook with Kliken in the Kliken Help Center.

Avoid making changes to your ads after publishing them, as they will be going through a “learning phase”. Kliken will automatically make changes to where your ad is being shown to improve performance.

Creating ads with Facebook Ads Manager

You can create your ad campaign directly on Facebook, in the Facebook Ads Manager. It has more setup steps, and the process is a little more complicated than via Kliken, but it allows you to customize your banner looks and be more specific about your target audience. Facebook Ads manager suits anyone experienced with creating ads on Facebook.

Before promoting your goods on Facebook, you need to add your products to Facebook and verify your domain.

Step 1: Verify domain

According to new Facebook rules that were implemented after Apple iOS 14 privacy policy updates, you need to verify your domain to create conversion events that can be prioritized for campaign optimization. For example, you need to verify your domain to create retargeting campaigns.

You can skip this step and optimize your ads for non-prioritized events, but in that case, your ads won’t deliver to and report on people who have opted-out of tracking on their Facebook or Instagram apps on an iOS 14.5 or later device.

Domain verification on Facebook simply means that you claim your ownership of your store’s domain. Currently, if you sell on the free Ecwid Instant Site, you can verify your store for Facebook, but you won’t be able to create Facebook ads conversion campaigns. Still, you can create other types of Facebook ad formats. To create conversion-focused events for your Facebook ads, you should first connect your own domain to your Instant site and then verify it.

To verify domain on Facebook:

  1. Get the meta tag from Facebook:
    • From your Facebook Business Manager, go to Settings → More Business Settings → Brand Safety → Domains.
    • Click Add New Domains.
    • Type the address of your site and click Add Domain. The domain will be added to your assets.
    • Click on the domain you want to verify and choose Meta Tag Verification tab and copy your meta tag code.
  2. Add the meta tag to your Instant Site:
    • From your Ecwid admin, go to Website → SEO.
    • In the Header meta tags and site verification block, click Add code.
    • Paste your meta tag code.
    • Save the changes.
  3. Return to Facebook Business Manager and click the Verify button in the Meta Tag Verification tab.

If you use Ecwid Instant Site with your own custom domain, you have two options to verify the ownership either by adding a meta tag or using the DNS Verification option:

  1. Get the TXT record from Facebook:
    • From your Facebook Business Manager, go to Settings → More Business Settings → Brand Safety → Domains.
    • Click Add New Domains and enter the address of your site. Then click Add domain.
    • Click on the DNS Verification tab and copy your txt record.
  2. Add the TXT record to your domain:
    • Log into the account with your domain provider to access your domain settings.
    • Add the TXT entry to your DNS records.
    • Add @ to the Host field, if it is required by your domain registrar.
    • Wait till these changes propagate (usually it takes a few minutes, but in some cases may last longer, up to 72 hours), then click the Verify button in the DNS Verification tab.
      The exact steps on adding a TXT record to a domain vary with different domain providers. If you are not sure how to add this record to your domain, please contact your domain provider to get the detailed instructions.

Step 2: Add a catalog

When you decide to run an ad, you'll always start with what you want it to achieve. The campaign level is where you set your main advertising objective.

While Facebook offers a variety of ads for different business goals, we will focus on setting up an ad campaign aimed at driving sales for your products or services.

To launch a new ad campaign for promoting your products:

  1. In your Facebook Ads manager, click Create Ad.
  2. Select Catalog sales as your campaign objective.
  3. Select the product catalog that you are going to promote and click Continue:

Select the store to advertise

If you create a Facebook ad campaign for the first time, you will be asked to open an Ad account and specify your country, currency, and time zone.

Read more details about Ad Accounts on Facebook.

After choosing your campaign objective and selecting your product catalog, you proceed to create your ad set where you build your target audience, schedule your ads, and set your budget.

Step 3: Create an ad set

At the ad set level, you define how you want your ads to run and what people will see them.

With the help of Facebook’s targeting options, you can build an audience filtered by location, gender, age, and more. You also create a budget and set a schedule for your ads and choose their placements.

One Facebook Ad campaign can include multiple ad sets, each with different targeting, scheduling, and budgeting options selected.

To configure an ad set:

  1. Enter a name for your ad set:

    image7.png

  2. Choose the products you want to promote from the Product Set drop-down list:

Select the products to promote

If your products are grouped into categories, Facebook will automatically create a product set (or collection) for each category.
To better control what products appear in your ads, you can create custom sets of products filtered by price, brand, gender, or condition. Click icon to configure a set of products matching your own criteria.
  1. Enable the Offer option, if you want to create a discount that your customers can save and get reminders about.
Read more about Offer Ads on Facebook.
  1. Click Associate your Pixel with your Catalog if you haven’t connected them yet:

Connect your Facebook pixel

  1. Identify your target audience by selecting one of the following options:
    • Use info from your pixel or app to create a retargeting audience, if you want to display your ads to the people who already visited your store, left products in the cart, or purchased similar items – a classic retargeting strategy;
    • Define a broad audience and let Facebook optimize who sees your products, if you want to allow Facebook to find people in different locations, of certain age or gender, with particular interests that are most likely to make a purchase in your store – a broad audience targeting strategy.
Read more about creating target audiences for your ads on Facebook.
  1. Choose where you want to show your ads (ad placements) by selecting one of the following:
    • Automatic Placements (recommended), if you want to let Facebook choose multiple placements based on where they’re likely to perform best;
    • Edit Placements, if you want to choose your ad placements manually.
Read more about Ad Placements on Facebook.
  1. Configure your budget and schedule and click Continue.
Read more about Budgets and Scheduling on Facebook.

Now that you have set up your campaign’s objective, target audience, budget, and schedule, you will proceed to design your ads.

Step 4: Decide on the ad looks

At this level you will be working on the look and content of your ads:

  1. Enter a name for your ad that you will see in Facebook reports and notifications:

    Add a name for your ad

  2. Choose your Identity – a Facebook page or an Instagram account (if connected with your Facebook profile) that will represent your business in the ad:

    Select the identity

  3. Select how your ad will look in the Format block:

    Select the layout for your ad

    The Carousel format will work great for multiple products in one ad. The Collection is ideal for displaying your products in an ad that expands into an instant catalog page.
  4. Choose if you want to display individual items or their categories:

    Select individual items or categories

    By choosing to display item categories, you can show people different types of items you sell in a single ad unit. This is useful if you want to reach people who are getting to know what you sell.
  5. Enter a brief text that clearly explains what you are promoting:

    Add a text for your ad

  6. Design the look of your catalog cards:

    Set up the look of your ad

  7. Enter a link to your store to the field See more:

    Add a link to your store

  8. Choose your Call to Action button:

    Select the call-to-action button

  9. Click Review to double-check your campaign details.
  10. Click Confirm to send your campaign to Facebook for review.

You may be asked to provide a payment method for your ad account if you haven’t added one yet. When the billing is sorted out, Facebook will review your ads and they will be live. Congratulations on setting up your first Facebook Ads campaign!

Canceling Facebook ads

You can cancel your Facebook ad campaign at any time.

To stop your Facebook ads campaign:

As long as your campaign is active, Kliken will rebill you every 30 days for your selected package amount to keep your ads online and showing to your potential customers. You can cancel your campaign at any time before your next bill date to avoid further billing.

To cancel your campaign:

  1. From your Ecwid admin, go to Marketing → Retargeting.
  2. Click Manage.
  3. Click on the trash icon next to the campaign you want to delete.
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