How to Get Shop Now Button on Facebook Ad

Adding a 'Shop Now' button to your Facebook ad might seem like a small detail, but it’s one of the most effective ways to turn a casual scroller into an active customer. This simple button transforms your ad from a piece of branding into a direct path to purchase. This guide will walk you through the exact steps to add the ‘Shop Now’ CTA in Facebook Ads Manager, along with tips to make it as effective as possible.

Why a 'Shop Now' Button is So Important

Before jumping into the "how," it's helpful to understand the "why." A call-to-action (CTA) button tells your audience exactly what you want them to do next. While there are many CTAs available on Facebook, like 'Learn More' or 'Sign Up,' the 'Shop Now' button is uniquely powerful for e-commerce and direct-to-consumer brands.

• It sets clear expectations: Users know that clicking the button will take them to a place where they can make a purchase. This qualifies the click, meaning the people who tap it have a higher intent to buy than someone clicking a more general 'Learn More' button.
• It reduces friction: In online sales, every extra step or moment of confusion can lead to a lost customer. 'Shop Now' is a direct command that streamlines the journey from discovery to purchase. It closes the gap between seeing something they like and being able to buy it.
• It aligns with platform behavior: People on platforms like Facebook and Instagram are often in discovery mode. When an engaging product ad appears, the impulse to learn about it and potentially buy it is high. The 'Shop Now' button captures that immediate interest.

What You Need Before You Start

To keep the process smooth, have a few things ready before you log into Facebook Ads Manager. Preparing these assets beforehand will save you time and prevent you from having to stop halfway through.

• A Facebook Business Page: You need an official page for your business to run ads. This is different from a personal profile.
• An Ad Account: You'll need access to Facebook Ads Manager. If you've posted an ad before, you have one. If not, Facebook will guide you through getting one set up when you go to create your first ad.
• Your Website and Product Page URL: Know the exact link where you want to send people who click 'Shop Now.' For best results, this should be a direct product page or a category page - not your general homepage.
• Ad Creative: Have your images or videos for the ad ready to upload. Use high-quality, eye-catching visuals that showcase your product clearly.
• Your Billing Information: Ensure your payment method is set up and current within your Ad Account settings.

A Step-by-Step Guide to Adding the 'Shop Now' Button in a Facebook Ad

Facebook Ads Manager can seem intimidating at first, but the process is logical. The key is understanding that ads are built in three levels: Campaign, Ad Set, and Ad. The 'Shop Now' button is added at the third level - the Ad Level.

Step 1: Choose Your Campaign Objective

Every ad starts with an objective. This tells Facebook what your primary goal is. The objective you choose influences what optimization options and data are available to you.

1. Open Facebook Ads Manager.
2. Click the green Create button to start building a new campaign.
3. You’ll be presented with several objectives like 'Sales,' 'Leads,' or 'Engagement.' For a 'Shop Now' button-driven ad, the best choice is almost always Sales. This objective tells Facebook to show your ad to people most likely to take an action like making a purchase.

Choosing the 'Sales' objective also ensures that Facebook prioritizes the 'Shop Now' as your primary CTA option.

Step 2: Define Your Ad Set Parameters

The second level is the Ad Set, where you choose your target audience and placements. While this section doesn’t directly include the 'Shop Now' button, it’s essential for making sure the right people see that button in the first place.

• Budget & Schedule: Set how much you want to spend daily or over the lifetime of the ad, and when it’s going to run.
• Audience: Choose demographics, interests, and behaviors to target potential customers who would be most interested in your product.
• Placements: Choose where your ad will appear (Facebook Feed, Instagram Stories, Messenger, etc.). You can choose 'Automatic Placements' to let Facebook optimize this for you.

Step 3: Construct Your Ad and Add the 'Shop Now' Button (The Ad Level)

This is where it all comes together! The Ad Level is where you upload your visuals, write your copy, and most importantly, add your 'Shop Now' button.

1. Navigate to the Ad Level of your new campaign.
2. First, select your Identity as the Facebook Page and optionally Instagram account you want to run the ad from.
3. Next, under Ad Setup, choose how you want to create your ad. You can 'Create Ad' from scratch or 'Use an Existing Post.' For a commercial 'Shop Now' ad, creating a new ad gives you the most flexibility.
4. Under Ad Creative upload the image or video you want to use.
5. In the same section, you’ll write your ad copy in the Primary Text and Headline fields.
6. Here’s the Key Step! Scroll down to the section labeled Call To Action. This is usually set to 'Learn More' by default.
7. Click on the dropdown menu and select 'Shop Now' from the list of available CTAs.
8. Enter Your Website URL: Directly below the Call to Action dropdown, you’ll find the Destination field where you paste the URL of your product page. You must enter a valid URL for the button to function.

As you make these changes, the preview on the right-hand side of your screen will immediately update to display the 'Shop Now' button on your ad. This allows you to double-check how it will look to an audience.

Step 4: Review and Publish

Once you’re happy with your ad creative, copy, and CTA button, click the green Publish button at the bottom right. Facebook will review your ad, and once it’s approved, it will start running.

Tips to Maximize Your 'Shop Now' Clicks

Simply adding the button isn’t the end. To make the most out of it, consider these best practices.

1. Match Your Visuals to the CTA

If your button says 'Shop Now,' ensure the image or video clearly highlights the product they are shopping for. A video that demonstrates the product in use or a high-quality lifestyle photo that shows someone using the item can create a strong visual desire that complements the CTA.

2. Write Compelling Ad Copy That Prompts Action

Use the 'Primary Text' and 'Headline' fields to build excitement and provide context. Mention a limited-time offer, a special discount, or unique benefits of the product. Use action-oriented language that motivates people to click, for instance, 'Tap 'Shop Now' to get your perfect summer dress!'

3. A/B Test Different CTA Options

While 'Shop Now' is usually the best for e-commerce, sometimes a slightly different option can perform better. Consider running a test comparing 'Shop Now' against another option like 'Get Offer' or 'See Details,' particularly if you’re promoting a special sale or discount. A/B testing allows you to make data-driven decisions instead of guessing.

4. Optimize Your Landing Page

The customer experience doesn’t end with the click, it’s just the beginning. If they click 'Shop Now' and land on a confusing or poorly designed page, they will leave immediately. Ensure your product page is:

• Mobile-Friendly: The majority of Facebook users are on mobile, so your site needs to look great and be easy to navigate on a smartphone.
• Fast Loading: Page speed is vital. People are impatient online.
• Clear Pricing and Product Information: Make it easy for them to understand what they’re buying, how much it costs, and why they should have it.
• Easy Checkout Process: Once they’ve made a decision to buy, the checkout process should be as simple and seamless as possible.

Final Thoughts

Adding a 'Shop Now' button to your Facebook ad is a straightforward skill that can have a massive impact on your sales. It turns a passive ad into an engaging shopping experience, closing the gap between discovery and conversion.

Once your ads are running, the challenge quickly becomes tracking whether those 'Shop Now' clicks are actually turning into revenue. Answering that question is why we build Graphed. Instead of manually exporting Facebook ads reports and cross-referencing them with Shopify data to see what actual click sales are, automate the workload. You can simply ask how much revenue a 'Shop Now' campaign generated last week and get an instant answer in real-time insights.