Instagram Shopping ads let customers buy directly from your ads. Here's the complete setup:
Requirements:
Before You Start:
•Instagram Business account
•Facebook Page
•E-commerce website
•Eligible products (physical goods)
•Comply with Commerce Policies
•Available in your country
Step 1: Set Up Instagram Shopping
Enable Shopping:
1. Go to Instagram Settings
2. Select "Business"
3. Tap "Shopping"
4. Connect product catalog
5. Submit for review (1-2 days)
Step 2: Create Product Catalog
Option A: Facebook Commerce Manager
1. Go to commerce.facebook.com
2. Create catalog
3. Add products manually or via feed
4. Include: Name, price, image, description, URL
Option B: E-commerce Platform
•Shopify: Install Facebook channel
•WooCommerce: Use Facebook for WooCommerce
•BigCommerce: Connect to Facebook
•Wix: Enable Facebook integration
Step 3: Tag Products in Posts
Organic Posts:
1. Create post
2. Tap "Tag Products"
3. Select products from catalog
4. Publish
Step 4: Create Shopping Ads
In Ads Manager:
1. Choose "Sales" objective
2. Select "Catalog Sales" campaign type
3. Choose your product catalog
4. Define audience
5. Set budget
6. Create ad with product tags
7. Launch
Shopping Ad Formats:
1. Single Image/Video Ads:
•One product featured
•Product tag visible
•Tap to view details
•Direct purchase link
2. Carousel Ads:
•Multiple products
•Swipe through items
•Each card shoppable
•Great for collections
3. Collection Ads:
•Cover image/video
•Product grid below
•Instant storefront experience
•Mobile-optimized
4. Stories Shopping Ads:
•Full-screen vertical
•Product sticker
•Swipe up to shop
•Immersive experience
5. Dynamic Ads:
•Automatically show relevant products
•Based on browsing behavior
•Personalized for each user
•Requires pixel tracking
Product Catalog Best Practices:
Product Information:
•Clear, descriptive titles
•Accurate pricing
•High-quality images (1024x1024px)
•Detailed descriptions
•Correct availability
•Proper categorization
Image Guidelines:
•White or neutral background
•Product clearly visible
•Multiple angles
•Lifestyle context
•Consistent style
•High resolution
Pricing:
•Include currency
•Show sale prices
•Update regularly
•Match website pricing
•Include shipping costs
Dynamic Product Ads Setup:
Requirements:
•Facebook Pixel installed
•Product catalog created
•ViewContent, AddToCart, Purchase events tracking
How They Work:
•User views product on website
•Pixel tracks behavior
•Ad shows that product on Instagram
•Highly personalized
•Automatic optimization
Campaign Setup:
1. Choose "Sales" objective
2. Select "Catalog Sales"
3. Choose "Retarget" or "Broad Audience"
4. Select product set
5. Create ad template
6. Launch
Shopping Ad Strategies:
New Customer Acquisition:
•Broad audience targeting
•Showcase best sellers
•Highlight unique value
•Include reviews/ratings
•Offer first-purchase discount
Retargeting:
•Show viewed products
•Cart abandonment recovery
•Cross-sell related items
•Upsell higher-value products
•Time-sensitive offers
Seasonal Campaigns:
•Holiday collections
•Seasonal products
•Limited editions
•Gift guides
•Sale events
Product Launch:
•Tease before launch
•Early access offers
•Influencer partnerships
•User-generated content
•Countdown campaigns
Optimization Tips:
Product Selection:
•Feature best sellers
•Highlight high-margin items
•Test different products
•Rotate inventory
•Seasonal relevance
Targeting:
•Interest-based (fashion, beauty, etc.)
•Lookalike audiences from purchasers
•Website visitors
•Engaged users
•Competitor audiences
Creative:
•Show product in use
•Lifestyle imagery
•User-generated content
•Before/after
•Size/scale references
Pricing Strategy:
•Competitive pricing
•Bundle offers
•Free shipping threshold
•Limited-time discounts
•Volume discounts
Checkout Experience:
Optimize for Mobile:
•Fast loading pages
•Simple checkout process
•Multiple payment options
•Guest checkout available
•Trust signals visible
Reduce Friction:
•Auto-fill information
•Save payment methods
•One-click checkout
•Clear shipping info
•Easy returns policy
Measuring Success:
Key Metrics:
•Product views
•Add to cart rate
•Purchase conversion rate
•ROAS
•Average order value
•Cart abandonment rate
Catalog Performance:
•Top-selling products
•Low-performing items
•Out-of-stock issues
•Price competitiveness
•Image quality impact
Common Issues:
Products Not Approved:
•Check Commerce Policies
•Verify product information
•Update images
•Fix broken links
•Resubmit for review
Low Conversion Rate:
•Improve product images
•Optimize pricing
•Simplify checkout
•Add trust signals
•Test different audiences
High Cart Abandonment:
•Reduce shipping costs
•Simplify checkout
•Add exit-intent offers
•Retarget abandoners
•Improve mobile experience
Pro Tips:
•Use high-quality product photography
•Keep catalog updated daily
•Test dynamic ads vs static
•Leverage user-generated content
•Offer free shipping over threshold
•Create urgency with limited stock
•Use product reviews in ads
•Optimize for mobile shopping
•Test different product combinations
•Monitor inventory levels closely