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Best Ways to Use Facebook Ads to Promote and Sell More Products on Shopify

The chief marketing tool in linking Facebook to Shopify is the Facebook pixel. Facebook created a new kind of pixel in 2015. The pixel creates a hub through which users can track conversion rates, page visits, and all other interactions with Shopify.

Can you have more than one Facebook Pixel? You can, but there isn’t much point anymore. Prior to 2015, you had to have one pixel for each thing you wanted to monitor. Since 2015, one pixel does it all.

The Key to Making Money on Shopify

The key to promoting on Shopify and increasing the money you earn is to promote on Facebook itself. Before you target your promotion efforts, you must ascertain who is visiting your store so that you can customize what you promote. There are three important tracking systems built into Facebook pixel: custom audiences, standard events, and custom conversions.

Start By Using These Three Methods

“How can I market my Facebook ads?” First up is the concept of custom audiences. By this method, you can track people in groups, such as:

•People who have visited your business’s Facebook page
•People who have visited your Shopify store
•Those who have seen your Facebook ads
•People who have visited both your page and store
•And People who have not visited either your page or your store
•Lastly, People who have spent money in your store previously

Category Selection

Of course, these are not the only categories you can create. Through the software, you can drill down as far as you like. Once you have created your categories, you can promote both directly to them or to similar audiences. For example, let’s say you want to sell coffee makers. The people who want to buy coffee makers is your primary audience. People who want to buy coffee are a similar audience, which is sometimes referred to as a “lookalike” audience. The idea in creating lookalikes is that promotion to them will possibly entice them to buy in not only their area of interest but also in your primary sphere. Conversely, in our example, the people interested in coffee makers would be a lookalike audience to the people who want to buy coffee. The Facebook pixel lets you save your audiences and modify them as you see fit.

Facebook Ads Category Basics

Standard events are 16 different categories of what people do when they visit your Shopify store. They include things like subscribing to your Facebook page, starting a trial of a product or service you provide and checking out after making a purchase. Standard events are not customizable, but you can create custom events, too, based on your store’s needs.

One of the best indicators of customer interest is how many times they watch any videos included with your Facebook ads. “How do I put a video in a Facebook ad?” we hear you ask. The process is long but not overly difficult. To do so, you follow the steps of creating audiences and then adding the video, which can be created specifically for the ad or can be from previous content even from YouTube. Once you have uploaded the video, you have to decide how much money you want to spend promoting it. The interface with Facebook is intuitive and user-friendly. These videos can be added to standard or custom events.

Tracking & Custom Conversions

People will interact with your store in many more ways than the 16 standard events. To find out what people are doing, which pages they are visiting most, or which products or services they are buying most, you have to create a customized tracker.

For example, let’s say you have a page as part of your store that sells coffee makers with the following URL: https://www.Shopify.com/doohickuscoffeemakers. You want to know how many people are visiting that page as opposed to the “dinglebingle” coffee makers. You would create a custom conversion to track specific hits on that page. Further, you can drill down again and analyze people who visit the page, add a “doohickies” coffee maker to their wish lists, or by the coffee maker. Based on the information you glean, you can decide how much money to sink into selling those particular coffee makers, producing videos to embed in your Facebook ads, etc.

Use Facebook Pixel for Your Shopify Ads

All of these conversions, events, trackers, and whatnot are for naught if you don’t drive traffic to your Shopify store and make your money. Facebook lists 13 kinds of ads in its ad creation program:

•Boost your posts.
•Promote your page.
•Send people to your website.
•Increase conversions on your website.
•Increase engagement in your app.
•Reach people near your business.
•Raise attendance at your event.
•Get people to claim your offer.
•Get video views.
•Promote a product catalog.
•Collect leads for your business.
•Increase your brand awareness.

Create a Variety of Different Ads

You can use the tracking processes to discover trends and the preferences of your customers. By leveraging these data, you can craft ads for specific groups of people who are targeted for any of the above 13 categories. Let’s say you want to attract coffee drinkers, a lookalike audience to your target audience of coffee maker buyers, to your website. You would create a video that entices not only your customers’ sense of vision but also their sense of smell and taste. You want to incorporate your store website name into the video to plant the germ of an idea like, “Wow, that coffee looks great. Bet it smells great too! Gee, I can get it at that website.”

Once you determine to whom you want to aim your ads, you have to determine, too, where those ads will show up for those people. Facebook lets you leave the ad placements on automatic, but it’s better to customize where you want them to appear. You won’t make any money from Facebook ads that the wrong people, or worse, no one, sees. Most people use their phones to access Facebook these days, so you might target most of your efforts on ads that are customized for mobile viewing or through the Facebook app. You can link your Facebook ads to photos or videos, and the pixel links them to your Shopify store.

How to Check the Progress of Your Ad Campaign and Analyze The Results

Sometimes, despite your best efforts and data gathering, your ads will fizzle and be duds. You have to be flexible. You certainly don’t want to be promoting stuff that doesn’t work. You won’t get any conversions or traffic to your website. The software will let you track the results by demographic, performance, and placement. From there, you can see what works and what doesn’t and make the necessary changes. It pays to be vigilant with your analysis. You don’t want to lose money through inattentiveness.

More Little Things You Can Do to Improve Your Facebook Ads

People sometimes see videos without the sound on, such as when they’re at work. Unless those people can read lips, you have to include subtitles in your video. If you want to get super-fancy, you can code the video to detect when the volume is off and only show the subtitles then.

Follow up successful Facebook ads with repeat showings a few months down the line. If necessary, change or tweak a few things to make them more relevant then than they were before. Pay special attention to Facebook groups. Data show that people are more open in groups than they are on their personal news feeds.

How to Drive Even More Conversions

To drive conversions and make more money, you can rely on word of mouth. It’s like the old commercial for a hair product where someone told two friends, and they told two friends, and so on, and so on. Savvy consumers, like those who use Shopify, like it when other people recommend things to them. They trust their peers, and a good word from one of their friends will carry the weight of a whole slew of Facebook ads or custom conversions.

One of the most important “little things” you can do is “think big.” More than a billion people use Facebook daily, which is a lot of opportunities to make money. If you are dedicated, you will uncover many more audiences you never knew existed. You will create custom conversions to reach them, sell them coffee makers, or whatever your company sells, and make that money. By connecting with people this way, your Facebook ads will generate more than just Shopify customers. You might find networking opportunities through conversions of certain types. Everyone wants to make more money, and by networking, you might just make your customers’ day.

The Last Word

Facebook ads will make you money. Conversions will give you information and networking opportunities. Information is the real gold in this equation, however, so you must always be alert for opportunities, realistic with expectations, and sanguine with analysis.