We have started an ad diagnostic service. If you are having trouble with Shopify ad settings, please feel free to use it.
"I want to acquire new customers through web advertising on the e-commerce site I created with Shopify."
"But I don't know which ads to use, and I don't know how to distribute them."
"Please tell me step by step which web ads are best and how to integrate them in detail."
This article is for such people. As you all know, just creating an EC site will not increase sales. In order to increase sales, you need to take proper measures to attract customers.
This time, we will focus on online advertising, which is an effective customer acquisition strategy, and explain recommended web advertising platforms and the steps for delivering these ads on Shopify.
[Key Points of this Article]
- Find out recommended web ads for Shopify
- The steps to deliver web ads on Shopify are explained with screenshots.
- Learn how to set up GTM on Shopify's thank you page
Introducing three of them
Please use this article as a reference to complete the settings for Shopify and each online advertisement and strengthen your customer acquisition strategies.
What types of web advertisements are commonly used on e-commerce sites?
There are many different types of web advertisements, but the following are the most commonly used ones.
Listing ads (Google Ads, Yahoo Ads)
Advertising: Search advertising, Display advertising (GDN, YDN)
→This is the best web advertising. It is the one that is most likely to produce results. Basically, you should start with this type of advertising.
Social media ads (Facebook ads, Instagram ads, Twitter ads, LINE ads)
Advertisements: Audience targeting ads, retargeting ads → These are the second most commonly used ads after listing ads. Depending on the product, they often produce better results than listing ads.
Many people are probably already familiar with these ads, so I won't go into detail here. Instead, in the next chapter, I'll explain how to set up these ads in Shopify.
Web ads that can be linked with Shopify and those that require separate setup
Shopify allows you to set tags in the cart only with "Shopify Plus" . However, for Google and Facebook only, there is a place to set tags on the Shopify admin screen, so you can set them easily.
Strictly speaking, Google is not Google Ads, but Google Analytics can be linked to Shopify, so the procedure is to further link Google Ads to Google Analytics linked to Shopify and set up the ads. (There are other ways to do this, which we will explain later.)
When it comes to Facebook Ads (Instagram Ads), unlike Google, the ads themselves can be linked to Shopify, so setting up delivery is easy.
For ads other than those listed above, they cannot be linked with Shopify, so you will need to install tags separately and set up delivery.
Now, I would like to explain the specific delivery procedures for each type of web advertising that can be integrated with Shopify and web advertising that requires separate setup.
First, we will explain the delivery procedure for web ads (Google Ads, Facebook Ads) that can be integrated with Shopify.
How to link Google Ads, Facebook Ads with Shopify, and delivery procedures
Steps to integrate Shopify with Google Analytics
Let's start by looking at how to connect Shopify and Google Analytics.
First, log in to Shopify and click "Online Store" > "Various Settings" on the sidebar of your Shopify admin screen.
Enter your Google Analytics tracking ID (UA-●●●●) in the "Google Analytics" field.
The Google Analytics tag is now installed on all Shopify pages (integration complete).
How to link Google Analytics and Google Ads
Next, we will link Google Analytics and Google Ads.
*In order to link the two, please make sure you're using a Google account that has been granted "edit permissions" for the Analytics property and "administrator permissions" for the Google Ads account.
The integration can be set up on either Google Analytics or Google Ads, but this time we will be setting up the integration on the Google Ads side.
Log in to Google Ads and click "Tools and Settings" > "Linked Accounts" > "Google Analytics Details" in the top menu of the Google Ads admin screen.
A list of Google Analytics properties will be displayed, so click "Link" for the property you want to link > select the "View" you want to link > Click Save.
This completes the integration of Google Analytics and Google Ads.
As mentioned at the beginning, with Shopify's standard plan, you cannot place tags after the cart screen.
Therefore, instead of setting up conversion tags like other sites, you can set "goals" for the conversion points you want to measure on the Google Analytics side, and then import those "goals" into Google Ads to complete the Google Ads delivery setup.
Steps to link Shopify with Facebook Ads
Next, we will explain how to link Shopify and Facebook Ads.
Log in to Shopify as before and click "Online Store" > "Various Settings" on the sidebar of the Shopify admin screen.
Enter your Facebook pixel ID in the "Facebook pixel" field.
Facebook ad tags have now been installed on all Shopify pages (integration complete).
Unlike Google Ads, Facebook Ads are much easier to tag.
In the next chapter, we will explain how to set up delivery of other web ads, such as Yahoo Ads and Twitter Ads.
Instructions for delivering ads other than those listed above
For web advertising that cannot be integrated with Shopify, tags will be set up using Google Tag Manager (GTM).
Some of you may be thinking, "Huh? Doesn't it mean you can't set up tags after the cart screen with Shopify's regular plan?"
As mentioned above, tags can only be placed on the cart page with Shopify Plus.
Click here for an explanation of Shopify Plus
However, there is a way to place GTM on a thank you page.
*The delivery settings for the Google ads mentioned above can also be achieved using the method we will explain below.
Please choose the method that is easiest for you to set up.
How to set up a GTM tag on your Shopify thank you page with App
To install GTM tags on Shopify's thank you page, use the Shopify app " Google Tag Manager Suite ".
"Google Tag Manager Suite" is a paid app that costs $199 (one-time payment), but it is recommended for those who want to manage tags using GTM.
*GTM tags can only be placed on the thank you page among the purchase transition pages. Currently, tags cannot be placed on other cart pages, such as the buyer information input page.
There are several other Shopify apps related to GTM, but from what we have tested, "Google Tag Manager Suite" is the only app that allows you to place GTM tags on your thank you pages.
*As of August 2020
When you implement GTM, a tag will be inserted on the thank you page, and by setting up GTM so that the tag for each ad fires, you will be able to measure conversions.
[Summary] How to set up web ad delivery on Shopify
In this article, we have explained how to set up web ad delivery on Shopify.
[Summary of this article]
- Shopify only integrates with Google Analytics and Facebook Ads
- Google Ads needs to be integrated with Google Analytics, which is integrated with Shopify
- Tags for web ads other than Google Ads and Facebook Ads can be set using GTM
Please use this article as a reference to set up web advertising on Shopify.
If you are considering outsourcing your web advertising, please contact us as we are the third company in Japan to be certified as Shopify Experts.
*This article is current as of August 2020. Due to future updates or changes to Shopify specifications, it may not be possible to set up exactly as described in this article.
We have started an ad diagnostic service. If you are having trouble with Shopify ad settings, please feel free to use it.
