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Promoting Your eCommerce Store Using Facebook Ads
Promoting Your eCommerce Store Using Facebook Ads

Setup our first CBO campaign with examples and give brief explanations about some parts of the process

Written by Daniel A
Updated over a week ago

In order to get sales, first you need to drive traffic to your online store. One of the ways to do that is to use paid traffic sources like Facebook ads, Google ads, Bing ads, etc.

In this article, we will show you an A to Z guide on how to drive paid traffic to your store using Facebook ads.

In our opinion, Facebook is still the King of paid traffic and it's beginners friendly without any budget caps. You setup the budget and decide how much to spend each day.

Facebook is also undergoing so major ad delivery changes and it's transforming its ABO(adset budget optimization) campaigns into CBO(Campaign budget optimization) campaigns.

So we'll cover CBO campaigns only to keep you up to date.

Let's start with defining CBO.

CBO is short for Campaign Budget Optimization. Facebook is now allocating your budget to the campaign level instead of the adset level. This means that all the adsets in your CBO campaign will take the budget from your campaign.

The days of setting up budget per adset are over - Now your budget will be automatically distributed through all your adsets and Facebook will decide how much each adset will receive.

Of course, there are some available options we can use to put limitations on how much each adset will receive so not everything is going to be controlled by Facebook.

But from our tests, it seems like the automatic budget distribution by Facebook is doing fine and there's no actual need in putting any restrictions. Just let it run as it is ;)

Now it's time to show you how to setup your first CBO campaign.

In this article, we'll show you how to setup your CBO campaigns with examples and explanations about some parts of the process.

Pixels, targeting, conversion window, ad creatives, reading and understanding ad results, etc – Everything will be covered in this article.


This is only the first part of our four part blog series. This part will go through the basics on how to create your CBO campaign while the three others will dive in really deep and explain everything in detail.

1. Creating Your CBO Campaign

After clicking the green “create” button and choosing “quick creation” option, this is the first screen we’ll see. Here we’ll have to choose the campaign objective, our budget, and name our adset and ad.

Campaign objective:

We always go with conversions for our tests because we are looking for conversions and not link clicks or engagements. Facebook will deliver exactly what we choose – If you choose Post Engagement, you will get people who are most likely to share/like/comment on your ad. If you choose Traffic, you will get people visit your site. If you choose conversions, this is where we’ll get people who are most likely to buy our product.

Campaign type:

I still have the regular, adset level budget campaign option but it will be soon gone and only CBO will remain. Campaign Budget Optimization campaign is the one we’ll be talking about here. Our budget is set on campaign level and it will be distributed through our adsets by Facebook.

Campaign budget:

We start anywhere from $50 a day to $100 for our tests. Here it really depends on how much you can afford to spend…


2. Choosing Your Pixel And Conversion Event Optimization

The first thing we see on the adset level is the pixel and the conversion event. Here we need to choose the Facebook pixel we’re going to use and the optimization event.

If you have only 1 pixel in that ad account, it will be already displayed there. And if you have more than 1 pixel, you will have the option to choose your pixel. Make sure to choose the correct pixel you have on your store.

The conversion event we ALWAYS go for is Purchase and it doesn’t matter if the pixel is new or old. Red or Green dot, I suggest always choosing purchase optimization.


3. Choosing Your Targeting

The next step is to choose your targeting. We start from the country we want and we usually go for USA, USA + mix, or just Worldwide. It really depends on the product you’re selling, your shipping options, the language, etc.

Age group – If most of your audience are females, choosing men will be just a waste of money(at least when testing).

Detailed targeting – This is where we pick the interests we need and check what size we get. Facebook collects a lot of data on us and we have endless options we can use.


4. Choosing The Placement

The next step is choosing the placement – This is where we want our ad to be displayed. When testing our products, we now usually start with the Automatic Placements option and let Facebook test all options. It’s usually Facebook and Instagram feeds that work best but we also had some nice sales coming from the marketplace so it’s worth a try.

Once you get enough sales, you can later decide to test new campaign with the winning placements.

For some of my campaign where I know Instagram and Facebook feeds will definitely work best, I remove the all placements options and choose the Insta/FB feeds manually.

All devices when testing.


5. Choosing The Optimization & Delivery

The last thing we need to do on the adset level is to choose the optimization delivery and the conversion window.

Optimization for Ad Delivery – We leave it at default which is Conversions. We’re looking for people who are most likely to buy so this option is what we need.

Conversion Window – We use 1 day click. The conversion window is how much time in average it takes the customer to convert and in our case, we want the people who do it right away. Meaning that they convert after the first click.


6. Choosing Your Page

The first thing we see on the ad level is the Facebook and Instagram page we want to use to run our ads from. You have to be at least an advertiser on a page to run ads from it and all you have to do here is to choose your page. Same goes for your Instagram page.

If you don’t have an Instagram page, Facebook will create a “blank” page account so you can run ads on Instagram. People will see the name of your page but it won’t exist.


7. Creating Your First Ad

The next step is to create our ad. We can use a single image/video ad, a carousel ad or a collection ad. We usually just upload our photo ad or a video ad by clicking on the Add media button below and choosing our photo/video.

We don’t use Facebook’s Slideshow or Video tools to create our ads. It’s too basic.

The second option is to use an already existing post:

Here you can save time and just pick an existing post you have on your Facebook/Instagram page to run as an ad. If you can’t find the post, you can always select it by entering the Post ID.

We then see on the right side a preview of our ad and how it will look on all the placements we chose

We can edit every placement and make necessary adjustments or leave it as it is.


8. Checking Your Conversion Pixel And Building URL Parameters

The last step is to see if the conversion pixel appears as it should and to build your URL parameters.

The conversion pixel usually auto appears and it will successfully track the events on your store.

The URL parameters are there to help you track your conversions in other ways like Google Analytics or even on Shopify and I usually use it. As you already know, sometimes Facebook fails to register some events and we don’t want to pause a good adset/ad. I use URL parameters for my own insurance 😉


To Sum It Up:

This article is just the appetizer and in order to understand everything in detail, you will have to go to our blog and read the next three parts.

Second part => *link*


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