Creating and managing Shop Campaigns

Before you create a Shop Campaign, refer to Understanding Shop Campaigns to understand where ads run, customer targeting with optional segment overrides, and budgets. Campaign setup covers your budget, maximum cost per acquisition, channels, and optional segment overrides for customer groups such as new or lapsed customers.

If you use Campaign Autopilot, then recommended Shop Campaigns tactics from Autopilot can appear alongside campaigns you manage on this page. Refer to Shop Campaigns with Autopilot for how Autopilot connects the Shop channel and how you approve tactics.

After you publish a campaign, you can edit the campaign if you change your strategy, including maximum cost per acquisition, target order value, countries, and channels, instead of ending the campaign and starting over.

Create a campaign

To create and edit Shop Campaigns, you need to be the store owner or have the Shop channel and Marketing permissions. Learn more about staff permissions. You can run multiple active campaigns at one time, and can target new, lapsed, or both new and lapsed customers in each campaign. Learn more about campaign objectives.

When you create a campaign, you're opted in to ads on Shop and ads on Shopify Product Network automatically. If you also want to advertise on third-party platforms, then you can opt in to ads on other platforms.

The ad preview that displays when you create a campaign is only an example. Shop Campaigns might display differently when advertised. To learn more about how Shop might market your campaign, refer to the Shop Campaigns Terms of Service.

Steps:

1. From your Shopify admin, go to Sales channels > Shop.

2. Click Advertising, and then click Create campaign.

3. In the Objective section, select Grow sales, Acquisition, or Win back, depending on the goal of your campaign. If you choose Win back, then select a time period from the Time since last order dropdown menu.

4. In the Customer acquisition cost section, use the slider or enter the maximum cost that you're willing to pay per customer.

5. In the Options section, complete the following:

   • In the Target order value field, enter a target order value amount.
   • In the Daily budget field, enter your maximum daily budget.
   • In the Countries field, select the countries that you want to target customers in.
   • In the Channels field, Shop and Shopify Product Network are included automatically and can't be removed. If you also want to advertise on third-party platforms, then add Other platforms as a channel.
   • In the Name field, accept the default campaign name, or enter a new name for your campaign.
   • In the Schedule field, accept the default schedule, or set the start time and optional end date for your campaign.

6. Click Save.

If you choose to advertise on third-party platforms, and you haven't previously set up Shopify Audiences, then you might be prompted to set up Shopify Audiences after saving your campaign.

Turn branded keyword ads on or off

When you're opted in to display ads on other platforms, branded keyword searches can help your ads display in more places for customers searching for your store. Branded keywords are turned off by default. You can turn branded keywords on or off for any active campaign.

By default, your shop name is used as your store's branded keyword. If you want to use a different branded keyword, or need to turn off additional keywords, then contact Shopify Support.

Steps:

1. From your Shopify admin, go to Sales channels > Shop.

2. Click Advertising, and then click your campaign.

3. Click Manage channels.

4. In the dialog, turn Show search ads for branded keywords on or off.

5. Click Save.

Changes can take up to 1 hour to apply.

Overlapping audiences when running multiple campaigns

You can run multiple campaigns at the same time. However, if your campaigns target the same or similar audiences, then your campaigns might compete with each other for budget. Shop Campaigns automatically reallocates your available budget towards your best-performing campaign first, until its budget is exhausted. After that, Shop allocates your budget to the next best performing campaign.

To prevent competing spend on some campaigns, consider the following optimizations:

• Revise your audience targeting to reduce overlap in your campaigns. This helps you better distribute budgets across multiple campaigns without the campaigns competing for the same audience.
• If you need to overlap your campaign audiences, then prioritize your best-performing campaigns, and pause or consolidate your other campaigns to maintain optimal spend efficiency.

Edit a campaign

After you create a campaign, you can make changes to your daily budget and campaign end date. You can't change the customer acquisition cost, target order value, or countries after a campaign is activated. However, you can end a campaign at any time, and then create a new one.

Steps:

1. From your Shopify admin, go to Sales channels > Shop.

2. Click Advertising, and then click your campaign.

3. Do any of the following:

   • To change your daily budget, click Edit campaign, enter the new amount in the Daily budget field, and then click Save.
   • To change when your campaign ends, click Edit campaign, adjust the End date or End time field, and then click Save.
   • To pause the campaign, click Pause campaign, and then click Pause campaign again in the confirmation dialog.
   • To end your campaign immediately, click End campaign, and then click End campaign again in the confirmation dialog.

View Shop Campaigns metrics

You can view the following metrics about your Shop Campaigns performance from your Shopify admin to measure the success of your campaigns:

Steps:

1. From your Shopify admin, go to Sales channels > Shop.

2. Click Advertising.

3. Select the campaign that you want to review.

View customer segments

If a customer places an order using an offer from your Shop Campaign, then the Shop Cash offer acquired customer tag is applied to their profile.

Customers that you acquired through your Shop Campaigns are grouped into customer segments. You can view a customer segment from the Advertising page of the Shop channel.

Steps:

1. From your Shopify admin, go to Sales channels > Shop.

2. Click Advertising.

3. To view a customer segment for a specific campaign or for all Shop Campaigns, do one of the following:

   • To view the customer segment for all Shop Campaigns over time, on the Advertising page, click More actions > View segment.
   • To view a customer segment for a specific Shop Campaign, click a Shop Campaign, and then click More actions > View segment.