- By Ricky Hayes: May 8, 2020
How to successfully use Facebook ads for your Shopify store
With so many people dabbling in the same niche as you, you need to find ways to attract more customers to your Shopify store. One of the premier clusters of your target market is found on social media platforms.
Chief among these platforms is Facebook, a social medium that presents more than 2 billion pairs of eyeballs for you to present your wares to.
Additionally, the Facebook algorithm is very adept at identifying what the platform’s users want and desire. Consequently, when you invest in Facebook ads, you increase the chances of your brand name and products reaching people who are interested in them.
In other words, the platform’s ability to support targeted marketing ensures that your funds are directed towards the audience you’re interested in and not just a wide market base.
So, when promoting your Shopify store, you need to set aside a budget for Facebook marketing. Done properly, this marketing avenue will increase traffic to your store. Even if you’re just starting out, there’s an entry level to Facebook marketing that ensures you’re not left out.
Scroll on to find out just how you can harness the power of Facebook ads to grow your Shopify store.
How can you utilize Facebook marketing to boost your Shopify store?
Before you even get into the marketing aspect of running your Shopify store, you have already taken efforts to ensure that the traffic that comes to your store is impressed by the layout you have. On a budget, free Shopify themes come in handy.
However, you need more than an aesthetically pleasing online store to bring in customers. That might only be enough to keep them there longer. You have to actually go out and reel them in.
Facebook ads are one way to get your name out there and pique the interest of your target audience.
In this article, we show you how you can exploit the power of Facebook marketing to take your Shopify store several notches higher on the success scale.
Know what exactly you want from the ad campaign
Before you craft and launch a Facebook ad campaign for your store, you need to know the metrics that you’re going to measure. These metrics help you to keep track of your campaign’s performance.
Is it working? Are there aspects you should change? Knowing the key metrics ensures that you stay on top of your marketing campaign, monitoring to see if you’re getting any return on the investment you put in.
As a marketer, your main metric of interest is the number of leads captured. As you progress from the marketing funnel into the sales funnel, you start looking at the number of conversions. Together, these show you if you have a positive ROI.
When your ad campaign is up and running, these are some of the key metrics you should be keeping an eye on.
- Impressions – the number of people viewing your ad
- Click-through rate – the number of people who click on your ad compared to those who viewed it
- Bounce rate – the number of people who click your ad, follow the link to your Shopify store but leave it as soon as they open it
- Conversion rate – the number of people who follow your ad and go ahead to your store and buy something
By defining what you deem acceptable from these metrics, you can go ahead and implement your ad strategy with the right expectations.
Utilize the power of Facebook Pixel
One way to get value for funds you have spent on Facebook ad campaigns is by taking advantage of Facebook Pixel. This is a feature that the platform provides to online businesses that are using Facebook.
Pixel is a piece of code that you can place on your free Shopify themes. What this does is trigger cookies to track the online activity of your target audience concerning your ads and online store.
With this information, you gather a lot of insights that help you to craft ads that are better targeted at your desired audience. So, the audience that desires your products most will be more likely to see ads from your brand.
Furthermore, the pixel data – alongside dynamic ads – allows you to tweak your Facebook marketing strategy so that you target people who have already visited your site. This feature is so finetuned that you show specific ads to people who have bought a specific product.
Apart from those who have bought, pixel tracks data for various other customer activities on your Shopify store. For example, you can get data when customers:
- Add a product to cart
- View specific product pages
- Customize specific products
- Leave payment information
Overall, Facebook Pixel gives you an unprecedented ability to narrow down your target audience and show them exactly what you want.
Take advantage of Facebook Audience Insights
When setting up your ad campaign, you need to know the make-up of your target market. And even then, you need to test to find out how the different characters respond to your Facebook ads.
Facebook helps you to select the exact buyer persona you’re looking for on the platform. Using Facebook Audience Insights.
This feature enables you to determine who sees your ad. You can target your ad to everyone on Facebook, only those connected to your business page or a custom audience whose parameters you’ve crafted.
With Audience Insights, you can target different ads to different groups of people depending on the goals you set for your online store. For example, you can target certain ads for people in a specific location or who speak a certain language.
As you adjust these categories of audiences, you take note of the aforementioned metrics to see how your ads perform with different sections of your target market. This continuous tweaking enables you to identify the exact target market for your Shopify store.
Use high definition photos and videos
Half a billion people watch videos on Facebook every day. Additionally, more consumers on Facebook engage with branded videos compared to any other social media platform.
Because of this healthy appetite for video content, you need to provide the highest quality of graphic material so that your target market can engage with it over your competitors’ offerings.
If you have a sizeable budget, you can hire professional photographers for your photo and video needs. On the other hand, some phones have professional-grade cameras. If you don’t have funds to hire photographers, you can use your personal handset to take capture quality content.
With the right kind of graphic material, you’re poised to capture the attention of a sizeable number of your target audience.
Optimize your ads for mobile
The previous tip is a perfect segue into the use of mobile for Facebook marketing. According to Facebook for Business, it’s prudent to trim videos so that they match the consumers’ behavior when using Facebook on their mobile devices.
One characteristic of Facebook mobile usage is that users’ attention quickly strays. If you upload video content, you need to ensure that it’s short and concise so that the audience receives your message before they’re attracted to other tent. 10 to 15 seconds should do the trick.
Additionally, your video content needs to look good on mobile device screens. Ensure that you format your video in a 9:16 ratio to enable your audience to watch in portrait orientation mode. Likewise, the same video should be able to adapt to fit into a 16:9 screen ratio to enable watching in landscape orientation.
Furthermore, ensure that people can watch your video both with and without sound. This is because your audience watches your content in different settings. If it’s at work, they’d prefer it to be silent. Facebook offers a video creation kit where you can add text over the video so that audiences can follow along even when the video is mute.
To sum it up
Facebook marketing is a great way to push your Shopify store further up the line towards success. Before you can launch an ad campaign, you should list the values of the metrics that you want to achieve.
Facebook Pixel helps you to adequately track these metrics, enabling you to have a clearer picture of ad performance as well as the activity on your online store.
Armed with the information from Pixel, you can utilize Facebook Audience Insights to further build a richer make-up of your target audience. With this, you can accurately target members in the market who fit the profile.
To retain the attention of these individuals, use graphic material wisely. Make sure you post high definition content that appeals to the audience and holds their attention long enough for you to pass your message across.
Finally, optimize your individual ads for mobile devices. More people access the platform on their handheld devices. Therefore, your content needs to display perfectly on these diminished screen sizes.