How To Run Facebook Ad For Shopify Products
07 Nov 2017
- 1 How To Run Your First Facebook ad the right way for your shopify store
- 2 Mistakes Newbies Make on their first ad.
- 3 Facebook Ad For Shopify Products : Precise ad targetting
- 3.1 How To Breakdown Facebook Ads in 3 Sections
- 3.2 PHASE 1: Ad Testing, Data collection, and Sales
- 3.3 PHASE 2: How To Scale and To understand A custom Audience
- 3.4 Phase 3: Understanding Lookalike Audience and Next Level Scaling
How To Run Your First Facebook ad the right way for your shopify store
How to run Facebook Ad For Shopify Products has become a nightmare for newbies and even to experts.
Now that you’ve launched your shop and ready to make some sales, if you are using the Facebook ad as your promotional tool for your Shopify store then you have to follow or at least try to implement the following.
You have your shop on the go with all the checklist entirely, now if this is your first ad on facebook you might need to learn the tricks, Don’ts and do the facebook marketing strategy.
Mistakes Newbies Make on their first ad.
When you start you want to target everyone on Facebook that you think can buy your product or has interested in your product, so you focus broadly at the beginning.
We assume the higher the number, the better the chances of getting a sale or exposing our products to potential buyers out there.
But that should be the case, so what do you need to do in order not to waste money on Facebook ads the same tie make some sales?
What is needed of you when launching your first ad on Facebook? Lets cover all that you need to start your Facebook Ad For Shopify Products either dropshipping or selling your own products.
Facebook Ad For Shopify Products : Precise ad targetting
Consider using a precise interest, similar stack keyword, and behavior layering. For example, if you are selling an iPhone cover you would want to target iPhone users, add all variants of iPhones, e.g., iPhone 7,iPhone 8, etc.
Ad Placement Per Device
The second thing you want to pay attention to is the ad placement by the device, now that you’ve narrow down your audience its time to narrow it further to specific devices instead of targetting all devices.
Split testing is vital when it comes to Facebook ads; it’s advisable you do your ad placement wised device by device, e.g., when you are targeting iPads users choose to show your ad on iPads, or when over WI-FI the same applies to iPhones and Android phones.
Even though your product may be for the entire consumers in the USA but its wise to individually test products as per state or geographic location, e.g., New York, Florida or any other State you can start with, the state or area depends on your customer’s demographics.
When setting up your ad ensure the ad has a high-resolution image, catchy and clickable.
How To Breakdown Facebook Ads in 3 Sections
1.Ad Campaign – Your Ad Marketing Objective
in this section, you focus on the product name, ad placement and the country you want it shown to, as you can remember I talked about split testing playing around with demographics and device placement.
You will have to run separate ads for mobile placement and desktop placement.
Name: Product + Ad Placement + Country
2.Your Ad set – Targetting, Ad schedule and Budget
In this phase, you choose your ad destination.When you want to run and your weekly or daily budget.
If you are doing product testing, I would recommend you start with low budget as you observe the ad CPC and engagement.
If the engagement is good, suppose you are running PPE ads on a daily budget of $2-5 per day for at least 4 days.
In this case, we follow the below formulae
Name: Main Audience + Age group + Location
3.Ad -Display ad that gets views and clicks
If you using products with poor images or low-quality resolution, you need to change that and apply images that will result in link clicks and engagement.
Now that we’ve covered the 3 required Pre-ad launch strategies now let’s look at some of the vital phases one need to follow to run a successful ad on Facebook for your Shopify store.
The following phases are essential for ad results kindly pay attention and grab the key points.
PHASE 1: Ad Testing, Data collection, and Sales
Let me assume you have a Shopify store at this moment, and you already created a facebook account, installed facebook pixel and you ready to start running Facebook ads.
1. Launch a post engagement ad PPE and niche down to a specific audience as early discussed on how to target interest.
Take it easy on your budget and start low at $2-$5 per day for at least 4 days.
Now apply the formulae as follows;
- $5 per day with age interest of 18-54 years old or
- $2 per day targetting the same age set 18-54 years.
The suggested $2 per day is wise if you are running many ads for the same product or different products or just want to control your budget you can start at $2 per day.
The objective of starting with PPE ads is to test the product and record the engagement.The engagement gives you a social proof for the product and provides signs of bringing in sales.You need this data to scale up the ad for conversion.
If the ads get likes, tags, comments and social shares then you are good to scale up but need a critical eye on the Cost per Clic also known as CPC, the lower the CPC, the better results.
The PPE Activities shall be recorded in your facebook pixel data as ‘view content’ hence ethe importance for running a PPE which is used to run Website conversion ads using the data collected from the PPE Ad.
When running PPE, its recommended you split test ads, e.g., Desktop and mobile ads should run as separate and not combine the two.
Ad placement gives you the option of choosing either to run the ad on all the platform which is highly recommended by Facebook but not advisable by e-commerce experts.
So choose mobile placement or desktop placement and target specific platform here too should not combine platform.
If you were running ads and chose placement as ‘Mobile,’ then you can only run the ad focusing on Facebook or Instagram but never combine facebook and Instagram on the same ad if you want to see the results.
When choosing Facebook place uncheck all but leave facebook feeds, as seen in the photo below:
2: Start low works towards your ad success
I started by saying you niche down when targetting your interest.If you are selling a car-related product, e.g., brake fluid you would want first to target car owners with definite interest.
Your objective is to reach the most specific group of buyers or people who would buy your products and you can build a community around their passion for your products.
While still on interest targeting, you can do product testing for more than one audience but with a unique design ad set but in the same campaign.
So you may ask, when do you target the broad audience? Well, after you have social proof and have collected enough data from your PPE ads then you can focus the general interest.
When you start by running PPE, you give Facebook crawlers easy task to target potential buyers for your products and this will help them optimize your ad for sales if you would want to scale the advertisement from PPE to WC (website conversion).
When I talk about a precise interest I mean the testing your product with a targeted audience of around 250k-500k this can be one interest or a combination of two or more depends on your product.
3: Identifying A winning Product After Launching Ads
If indeed you are selling a hot selling product in a profitable dropshipping niche then you must agree with me; a winner product will usually have sales in the first $5-$10 ads spend on Facebook or maximum $10-$20 ads spent.
I encourage you not to pause an ad suppose it surpasses the $10 mark with no sales, but still, you have the right to re-think and retarget other interest.
You will be able to sell a winning product if they are targeting a precise audience right at the beginning of your ad.
So how would you know you have a winning product?
There are two significant factors to consider when looking for a winning ad or a winner product after you’ve launched your Facebook ad.
CPE -Which means Cost Per Engagement, this is how facebook report activities on your ad based on the stats it gets when running a page post engagement ad for your product.
In this case, the data reflected on CPE depends on the likes, comments and shares your ad post gets.
You should be proud of yourself if you have likes, comments or just tags in your post.It’s a great sign that your product has the right audience and you’ve done the right targetting.
When you have no engagement with your ad post, it means you are targeting the wrong audience, or people don’t like your product.You need to work toward low CPE to about $0.10.
The lower the CPE, the better the result more so if you ad spent is below $5 or by the time you spend $5 ensure it’s below $0.10.
When your engagement is about $0.10 is an excellent sign but on the other hand under $0.10 is perfect, when your CPE is higher than the $0.10 you need to reconsider your ad either stop or continue because at times the CPE may drop more over mode ad spend.
Your Ad CPE may drop as you spend more cash, this is because when you add budget facebook tend to optimize your ads based on your result.Hope you learning on how to start and run Facebook Ad For Shopify Products through this post? let us continue!
To get likes on posts comes easy at times but the comments and shares are essential when running PPE ad. You hit the jackpot when you get comments where customers are tagging their friends or family or showing love for the product like ” I want this.’
CPE just shows that you’ve targetted the right audience, but it doesn’t guarantee sales or shows buying intent from the precise audince, so next, we focus on CPC (link) which is very vital for conversion.
CPC – Refers to Cost Per Click on your ad link it’s also a unique feature Facebook uses to measure stats in your ad.
As you can remember I talked of a low CPE of about $0.10 or thereabouts, unlike CPC you want it to be around $1 or below by the time your ad spend reaches $5.
When your ad result show CPC of about $0.50 or under, is a perfect ad for an excellent product. But, anything above $1-$2 is way too high, but on the other hand, high margin products can have higher CPC because of more profit built into the product being sold.
The CPC Link plays a significant role in your ad success, it shows you not only the people interested in your products through PPE, but also they are interested in buying it when you have alow CPC.
A high CPC indicates despite the high engagement on your PPE ads with low CPE, but people don’t intend to buy the product or not interested in buying it.
So when do you kill an Ad?
When you have high CPE, CPC and no link clicks by the time you’ve already spend $3-$four on the ad, and buyers showed no interest, then kill the ad.
4.When To create WC after Finding Winning Product Via PPE Ad
Wc simple means website conversion and they are the deal when it comes to making money online with Shopify dropshipping business module.
Some would prefer starting their ad with WC instead of PPE ads since WC offers different result of the same audience targeting by the same campaign.
So others would run WC and optimize their Pixel for ATC (add to cart) which will target potential buyers who are likely to click on the link and add the product to their Checkout cart; this doesn’t mean they will complete the purchase process.
To change the ad objective from PPE, you need to create a new campaign with conversion as the ad objective but target the same audience with the same ad set but choose an ”Existing Post’ You already created for your PPE.
In a nutshell, WC should use the same audience, the same ad set you set for PPE the only difference is the objective. Website conversion will target the audience that either added to the cart or have the potential to add the product to cart.
5: What To Do when A PPE ad doesn’t Work for First Ad Launch
So you may ask yourself what happens or what should you do suppose your first ad launch with a PPE ad objective doesn’t work, what do you do next?
At this juncture, we will ride on faith and what you believe in, at times ads won’t work, but still, you have evidence that the ad can convert if you try a different audience targets.So you can just skip PPE and go for Website conversion and see the result it yields.
Still, with the same faith, you can try the same ad with the different audience as more as you may wish to, it’s your money remember? You can run as many ads as you want to, you can try a different approach, e.g., running videos ads instead of image or create a buzz around the ad by offering coupons and other freebies.
PHASE 2: How To Scale and To understand A custom Audience
6: Once sales start streaming in, observe cleanly your Cost Per Purchase Link (CPP)
The numbers represented by CPP will aid in determining whether to kill an ad or scale up the ad for more sales. Just like we talked about the role of CPE, CPC and now CPP the trio are all critical.
CPP is the amount or number facebook tracks to decide on how much to charge you for every success purchase through the ad you run.
If you are looking forward to a good ROI then you should focus on your CPP figures, it determines if an ad can be scaled or killed.
7: What Does Scaling depend on apart from CPP?
When scaling or planning to Scale, it all comes to your audience size.It’s recommended when running a small ad with an audience of 250K-500K, you don’t want to rush to scaling too fast it can sometimes bring you loses.
If your ad campaign is in a range of the above audience then you can increase your ad by at least $10-15 and not above the amount, you can also scale by adding $5 a time every day or every few days based on the results and CPP data provided by your ad manager.
8: How To Build A Custom Audience for Shopify Product
Now that you’ve run PPE ad you can create a custom audience based on different customers activities on your site or on the ad itself
For example, you can create:
1.An audience of all the people who viewed the product you were advertising.
2.An audience of all the customers who clicked and purchased your product on the shop
3. The above audience will be used to create a lookalike audiences when scaling further.
9: What happens if you’ve exhausted everyone in Your audience?
You will find your ad reaching the end of its cycle, and this happens when your CPP starts to ascends as a result of reaching everyone in the audience you specified.
At this point, you can restart by going back and finding a winning demographic as per the PPE ad.
- You can do this by changing the age target by a difference of 10 years
- You can also try and change the gender if the product suits either the male or female.
- Remember, to pause the ad or kill the ad when you’ve decided to start all over.
10: Why You Should not scale Your PPE ads into New Audiences
Post per page engagement ads don’t work well with new ad interested or broader audiences; once the PPE ad has exhausted all its viewers it better to scale up to WC ads
Allow website conversion ad to run and repeat the above scaling method of running WC targetting PPE audiences.This is the time to target all the precise audiences you haven’t targetted yet more so if you have at least.25 sales just don’t overlap, maintain the same campaign
Phase 3: Understanding Lookalike Audience and Next Level Scaling
11.If you are in phase 3, then at least by now you have 50-100 product sales based on the ads you’ve run
12.In step 12 you have to ensure that you’ve targeted all the precise interests of your audience: Do the listed below:
You can create a new ad set within the same campaign for the same product.
At this level, i will assume you already know PPE and other related terms, and unless you just love running PPE ads, there is no need at this point since all your data have been optimized, you can run WC ads instead of PPE.
Beside WC, you can go straight to optimize the ads to Purchase via your pixel data and record the response and ad performance
13.Time to scale the WC ads based on the size of the audience, add at least $10-$20 to the daily add budget and record the results
But if you are having doubt or not enough data you can hold on and wait for a tangible result to avoid burning through your audience.
When you add a budget, it gives you time to start new ads on new products same time allow you to make sales on autopilot.
14.When do you create lookalike audience?
You remember I talked about reaching you ad end cycle running PPE? The same applies when you read the end of your WC ad lifecycle, it signals for lookalike audience creation.
To create a lookalike audience, you need to go back to the custom audience you set up earlier in your product ad.
At this stage, the custom audiences need to be 100 inside to be able to pull data to create a lookalike (LLA) audience. It can be better if you have over 100 or more.
The lookalike audience creation is based n the percentage of relevance to the original custom audience you created.
The most or the best percentage per relevance you are mostly to get is 1% and 2%.
If you were looking for ways to launch a successful ad for your Shopify dropshipping store there you have it.
The information shared in this post have been tested and approve to work only if followed keenly, and ad gave time to collect data for the pixel.
If you still on the fence and thinking when to start dropshipping.You can read my review about Shopify and how you can use it to start and run a successful dropshipping company, or you can as well hire me to set up the shop and choose a hot selling niche for your store.
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