Facebook Marketing Fundamentals

Samantha Murray Merchant Education Program Lead

World’s Largest Commerce Platform

Top 10 Most Innovative Companies in Retail

Number 1 Commerce Platform

WITH OVER800K

MERCHANTS

ACCORDING TO AS RANKED BY

Make commerce better for everyone

Agenda

• Why Facebook?

• The marketing/sales funnel

• Facebook marketing setup

• Creating an ad campaign

• Ad strategies

• Measuring performance

Why Facebook?

• 2.3 billion monthly active users • 2/3 of all social traffic to

Shopify stores comes from Facebook

Facebook

THEN vs NOW

Search

How does it work?

The Marketing Funnel

The funnel is not universalA customer’s journey varies based

on the products you sell.

Ad Content Store page Product offer

Shopping cartCheck outUpsellThank you

Ad Product offer Shopping cart

Check out

The goal is to re-engage prospects and customers during the entire buying process

Facebook marketing setup

1. Set up a Facebook business page facebook.com/pages/create

2. Create a Business Manager account business.facebook.com

3. Set up your Facebook Pixel in Facebook Ads Manager

Creating a Facebook ad campaign

Research your audience

5 key questions:• Who are the authority figures or big brands in your niche?

• What websites or pages do your customers like?

• What events do they attend?

• Where do they live? (geographically)

• What’s completely unique about this group?

Method 1: Google Search

Method 2: Audience Insights

Create your campaign

Step 1: Choose an objective

Step 2: Define your audience

Step 3: Choose your ad placement

Step 4: Define your budget and schedule

Step 5: Design your Ad

Step 6: Write your ad copy

Headline

25 character limit, top selling feature

Main text

90 character limit, include value props, a clear call-to-action, and link to

your landing page

Ad strategies

Page retargeting

Cart abandonment retargeting with Dynamic Product Ads

Loyalty campaigns

Measuring performance

ReachTotal number of people who’ve seen your ad

ImpressionsTotal number of times the ad was seen

FrequencyNumber of times a person has seen your ad

Cost per purchaseHow much it costs you to get a customer to buy

Demographic dataGender, location and age can help identify profitable audiences

Learning Facebook advertising is like learning a new language. It takes time and practice.

Additional resources

• help.shopify.com

• academy.shopify.com

• shopify.com/blog

• support@shopify.com

• Extended trials - sign up here!

Thank you!