Much like the expertise offered on Shopify, being a leading eCommerce platform, Facebook has become a leading customer profiling platform that enables you to target your audience with precision. Facebook can break down your audience by customers' likes, behaviors, and interests. This article will discuss how to approach Facebook's advertising as part of your digital marketing and connect it to your Shopify store.
Setting up your Facebook Business Manager
Most unsuccessful attempts in using Facebook's advertising platform are due to the lack of understanding of the plethora of tools being offered, or incorrectly configuring the advertising campaign. Facebook marketing has a process, and it requires you to study the interface and its analytics, and be able to adjust and make corrections as necessary to be effective. To get started, go to business.facebook.com and create your account.
The prerequisite in starting a Facebook Business account, you will need to have a Facebook Business Page, Business Name, your name, and email address. If you have an existing advertising account such as Google Ads, you can add it to your Facebook Business account by adding it to Ads on the left side of the menu bar. Your advertising hub is now being created, so you can navigate easily between platforms.
Install Facebook Pixel Code
Before starting to design your ads, you need to generate the Facebook Pixel Code (16-digit number), and then install the pixel code into your Shopify Store. Navigate to Facebook in the Sales channel section in the Shopify Store admin, and then go to the Customer data-sharing section and select the Enable data-sharing toggle. For further details, Shopify has the latest details on adding your Facebook Pixel here.
Activity should start registering within a few hours from adding your Facebook Pixel to your Shopify store.
Facebook Ads as part of your digital marketing strategy
There are various ways to advertise, and much depends on your target audience - Facebook is not the best place to advertise for all segments and any category of the market. It works for consumers, business groups, products, and services but may not be best for B2B advertising, and custom conversions. As a digital media marketer, consider other social media platforms such as LinkedIn (great for B2B marketing), Twitter, Instagram, and other social media platforms and mediums. Social media marketing complements the likes of Google Ads and other forms of direct online marketing, as well as our Search Engine Optimization (SEO). Facebook gives you a great consumer option, as well as drives inbound marketing efforts above and beyond your Facebook Page. Traditional marketing including Email marketing can be boosted by your social media presence as long as your target audience is well filtered and engaged.
How to Advertise on Facebook
Create Facebook Audiences
This is a key step that requires attention and diligence in finding your target audience. To identify your target audience, a solid competitive analysis will help you find their profiles. Audiences is a section within the Facebook Business Manager account, where you can target them with your ads. To define your audiences, you have to create lists - there are two key ones to consider: Retargeting and Prospecting.
Retargeting: When you have already engaged the brand and eCommerce site before, and you see their advertisement in your Facebook feed, that's the encouragement that might be needed for a conversion - that's "Retargeting". You can create a retargeting audience, by setting it up via the Custom Audiences feature. The 3 main sources of Custom Audiences to focus your retargeting are "Customer List", "Website" and "Catalog". "Customer Lists" take users from your Shopify store, match them to the Facebook database of users, and then they can be targeted directly. "Website" creates a list of users that have visited your website in the last 30-days or added something in the cart in the last 7-days - this then creates a list within Facebook. "Catalog" list is created by people that have interacted with your Catalog, and Facebook creates a list of users from it.
Prospecting: Finding new customers to scale your audience via two key methods. The first is called "Look alike" audiences - this takes the profile of existing customers that are engaged with your business, and finds new user profiles that have similar patterns and resembles the audience source. 1% "Look-alike" are the people that are the best match to your audience source, whereas 10% "Look-alike" will be more diluted and broadens the audience significantly.
Behavior, Demographics, Interests - If you don't have an audience that's associated with your company and brand, you have the option to use this feature to create a list for Prospecting.
Create a Facebook Ads Campaign
Go to your Ads section in your Facebook Business Manager account, and click Create Ad button, and several selections will have to be made. Understanding your "Goal" and what you are to achieve with the Ads is a requirement to help you decide how you will formulate the effectiveness of your Ad Campaign. Facebook will charge based on impressions, therefore you must make sure that the objectives are communicated to Facebook so as to execute your Ad correctly. You must choose the right setting at the campaign level "Goal" such as "Traffic" vs. "Website Purchases" to ensure that the Facebook Pixel pics up the right activity that your business goal aimed for.
Clicking Promote Now
When you select this option after you created your ad, Facebook will then review your advertisement and approve it. If there are any issues, you can resolve them and re-submit them back for review. When the Ad is live, you must monitor it, and optimize it over time so you can get the most out of your budget. Facebook has its own optimization as it studies the reactions and behaviors of the audience, so it requires some time to adjust and learns who is most interested in what you are advertising. It is recommended to have at least 1K impressions before changing or investing more in the Ad campaign.
While the depth of Facebook advertising can be pretty in-depth, we covered some of the key basics of "must-haves" to be on the right foot in setting things up between Facebook Business Manager and the Shopify store. Finding the right groups of people is a key component, aside from just understanding their profile and behaviors. The Ad design and value proposition are important of course, and that's where most businesses have a good handle and strength at. Where these ads fall short is not configuring them correctly within the Facebook Business Manager that usually creates the issues - keep this in mind when setting things up. Please feel free to contact us at email@example.com