If you’re struggling with using FB ads to grow your Shopify store, this video will make you happy…
Matt Stafford | Jun 13, 2016Reading Time: 5 minutes
- 0:07 Facebook ads
- 0:35 it’s a very Systematic Process
- 1:08 First thing…
- 1:25 Facebooks pixel
- 1:53 Once you optimize for conversion
- 2:15 FB purchase Pixel
- 2:42 Targeting
- 3:10 Let Facebook help you
- 3:39 Specific interests
- 4:16 Contrary to what people think
- 4:29 Number 1 if you don’t have the audience right
- 4:34 Number 2 you are going to exhaust the audience
- 5:05 You can’t do $5 per day ad spend
- 5:23 What is our goal
- 5:35 Conversion Pixel
- 5:50 Look-a-like Audiences
- 6:24 The Magic of Facebook ads
- 7:02 Closing remarks
What’s up, guys? Tanner Larsson here from Build Grow Scale. Finally got the camera working again so time for a few more car videos. Today, I just want to talk to you a little about Facebook ads and using them to drive traffic to your store.
Everybody gets too worked up about the concept of driving traffic with Facebook ads and like, “There’s so many options. It’s so confusing. It’s got to be like magic. You have to be a wizard to do it.”
While there is definitely an art to it and I have some friends of mine as well as Mastermind members in the black label that are just amazing at running Facebook ads.
The plain and simple of it, is that it’s a very systematic process and it’s not nearly as scary as you make it out to be. Most people over-complicate it and they actually sabotage themselves by trying to think far into it when they should just be setting simple ads and then letting them run.
In this video, I said, “Why don’t I give you some of the tips, the same stuff that people are going to charge you for in their Facebook ads courses.” How about I just tell you because that helps you get more success. That’s a win for me and a win for you because everybody’s happy.
First thing, you can optimize our campaign for all different things. There’s all these different options. Engagement, impressions, reach, conversion, website clicks, that kind of stuff. Use to be, everybody ran them on website clicks. Facebook’s Pixel has gotten …The new Pixel they released is so advanced in a machine learning that Facebook’s bidding system can use or does use with the billions of calculations a second.
It’s so awesome and it’s getting so much better that using the real Pixel, the new Pixel, and then optimizing for website conversions is pretty much the only way you want to run traffic. You’re just driving it to your store or a funnel or a landing page. Make sure you optimize for conversion.
Once you’ve optimized for conversion, you have to actually set up a conversion Pixel on your store, whether you’re optimizing for leads or purchases or add to cart or whatever. You need to make sure you have that Pixel in place before you create the ad.
Then, you assign that Pixel. Let’s say you want to optimize for purchase of your spatula. You’re going to put the FB purchase Pixel on the receipt page of your spatula store. Then, you link that to your Facebook ad so that when it’s optimizing for conversions, it’s going to optimize for that specific conversion.
What Facebook is going to go out and do is try to get you the right people to match that conversion, show your ad to the people who are most likely to take advantage of that.
The next thing is your targeting. You only want to restrict your targeting enough in the demographic range by where you want to ship to.
If you’re only shipping to the US, then make sure you target only the US so you don’t orders come in that you have to refund for elsewhere in the country. If you don’t know your age demographic, Do Not Guess! Leave it wide. Leave it open and let Facebook tell you based on your results what your best demographic is.
The other thing is unless you know for a fact that your product is only purchased by men or only for women or something like that, chances are, at least at first, you want to leave that wide open. Leave it male or female so that Facebook can then optimize better and deliver you the actual results that fit your ad the best rather than what you think because a lot of times, people don’t do the proper market research in advance. They’re guessing. There’s no data backing up their decisions.
The next thing is you want to target by specific interest, passion interests. Like for a spatula, cooking would be a passion interest. Then, there’s also brand affinity type interests. Betty Crocker, Kitchen Aid. Things like that. Those are affinity interests like Kitchen Aid. Every woman who bakes is in love with the Kitchen Aid blender.
Vitamix; Those are affinity type interests. Now, the thing with those, you want to target enough of those interests so that you have an audience size, a potential audience size of between, say 5 and 15 million people. This is something else that goes contrary to what people think is everybody’s like, “I’ve got to have this super small, super targeted audience.“
That’s true if you actually know who your audience is, but the problem with a super small audience, Number 1: is if you don’t have that audience right, you’re not going to get very many sales. Number 2: you’re going to exhaust that audience very, very quickly and if you exhaust the audience, that means you can’t scale the ad.
You can’t really scale. If you don’t have an audience size going to allow you to sale, you’re kind of screwed. You’re never going to have a hugely scalable store where you’re going to be able to ramp up to 10, 20, 30 thousand dollars a day in traffic, which, honestly, guys, as scary as that sounds, trust me, you want that. You want to be spending 20 thousand dollars a day in traffic because if you’re doing that profitably, you’re very happy. Trust me.
The other thing with that is, now that we’ve got this ad set going, your daily budget, you can’t do the 5 dollar daily budgets anymore, guys. Facebook’s not going to optimize for that very well anymore based on a lot of the algorithm changes and the way the Pixel’s working. You can start there, but you’re going to have to start ramping it up.
Once we have our ad running, what our goal is with this initial ad, so we’re talking about, is to get 1 thousand or so, maybe 5 hundred is okay, but I prefer a thousand, actions on your Pixel. You want your conversion Pixel that you’re optimizing for, in this case, a purchase for the spatula, to fire a thousand times. That means a thousand people have made a purchase.
Then, you take that Pixel data and you create a lookalike audience off of that Pixel and let Facebook do a 1 percent, a 2 percent, a 3 percent variations of look alike audience and each one of those look alike audiences, as long as they’re 1 percent apart, are going to have an audience size of about 2 million people.
These are Facebook’s best guess and best estimated reach of the ideal person who’s going to be your buyer because they’re taking all the data they have, running it through their algorithm and through all their data analysis, their machine learning system to say,