Purpose #
This article explains how Shopstars sets up and manages advertising campaigns across major platforms including Meta (Facebook and Instagram), Google Ads, TikTok, and others as required. It describes the strategic framework, campaign structures, platform-specific considerations, and the approval process. Clients should use this as the reference for understanding how Shopstars approaches campaign management from planning to execution.
Strategic Framework #
Every campaign begins with a strategic framework that aligns advertising efforts with business objectives. Shopstars does not launch campaigns until goals are clearly defined. Objectives may include direct sales, lead generation, customer acquisition, or retargeting. Campaign setup is based on these guiding principles:
- Match campaign objectives to business goals (e.g., conversion campaigns for revenue, traffic campaigns for brand awareness)
- Use accurate pixel and analytics data to track results
- Build campaigns in modular structures to allow fast testing and scaling
- Maintain clear budget allocation across prospecting, retargeting, and retention
Campaign Structures #
Meta (Facebook and Instagram)
- Campaigns are created around conversion objectives such as Purchase or Lead.
- Ad sets are segmented by audience type: prospecting, retargeting, and lookalikes.
- Creative variations are tested within ad sets to determine performance winners.
- Conversions API is enabled to improve attribution accuracy.
Google Ads
- Search campaigns target high-intent keywords with SKAG (single keyword ad group) or tightly themed structures.
- Shopping campaigns leverage product feeds optimized through Shopify.
- Performance Max campaigns are tested with controlled budgets for incremental reach.
- Retargeting campaigns are set up through Display or YouTube placements.
TikTok Ads
- Campaigns are structured around engagement-driven creative with strong calls to action.
- Ad sets target interest-based audiences and lookalikes generated from Shopify customer data.
- Creative rotation is more frequent due to short creative lifespan on TikTok.
Other Platforms
Pinterest, Snapchat, or LinkedIn campaigns may be used depending on client industry. These follow similar structures adapted to platform capabilities.
Creative Alignment #
Creative is developed in parallel with campaign setup. Ad units must match the platform format and customer journey stage. Shopstars tests multiple creatives per audience to identify high performers. Creative assets are reviewed and approved by clients in Basecamp before being deployed.
Tracking and Attribution #
Campaign setup always includes tracking validation. Pixels and conversions are tested to confirm events are firing. Attribution windows are configured according to platform defaults and client goals. Shopstars cross-validates conversions with Shopify order data to detect discrepancies.
Budget Allocation #
Budgets are allocated across campaigns based on funnel stages. Prospecting campaigns typically receive the largest share, retargeting campaigns receive smaller budgets but higher efficiency, and retention campaigns target existing customers with tailored offers. Budgets are documented in Basecamp and adjusted only after client approval.
Approval Workflow #
Before campaigns go live, the full structure is documented in Basecamp including:
- Campaign objectives
- Audience definitions
- Creative variations
- Budget allocations
- Expected KPIs
Clients review this documentation and provide approval in Basecamp. Only approved campaigns are launched.
Ongoing Adjustments #
Campaigns are monitored daily by ad strategists. Adjustments may include pausing underperforming creatives, reallocating budget, or testing new audiences. Significant changes are logged in Basecamp for client visibility. Weekly reports summarize performance and justify adjustments.
Summary #
Ad campaign setup at Shopstars is a structured process that begins with business objectives, builds modular campaigns across platforms, validates tracking, and aligns creative with audience segments. Budgets are allocated strategically, and nothing is launched without documented client approval in Basecamp. Continuous monitoring and reporting ensure campaigns remain aligned with goals and deliver measurable results.
