I’ll be blogging with a more discussional tone on my failures, successes and learnings with Facebook advertising. Yesterday I set up my first dropshipping store through Shopify that I plan to use in order to learn Facebook marketing. I won’t be trying to gain any organic searches – this is purely for learning FB advertising.
First things first. I had to create a business page through business manager. I needed to do this because Facebook only allows you one domain per pixel (or one pixel per domain)? I’m still kind of confused on this because as soon as I opened up the business page I was shown that I could have up to 10 pixels.
After setting up the business page you have to make sure you have admin priviledges. Because the email I use for my personal facebook profile and the one I use for my business are different I hit a snag with trying to authorise some adverts. After fluffing around for 10 minutes I was able to give myself admin priviledges and proceed with placing an order on a set of adverts.
You will also need to set up your Facebook pixel so you can see which ads are converting and how much. There is plenty of helpful information on this and Shopify make it extremely easy to implement. Once you’ve done this you can move onto setting up some Facebook adverts.
The conventional wisdom is to start with PPE advertising (Paid Per Engagement) until you have about 5 sales under your belt. The idea is that this will help you to cheaply validate whether a certain ad design and copy would succeed by measuring engagement. You should use a post that you’ve put on your Facebook page timeline. Anything below $0.1 per engagement shows an active niche and a good advert. You are able to drive traffic from that advert directly to your site – ensure that you are doing this!
Once you have a couple of sales under your belt (minimum five), try switching your advert up to a WC (Website Conversion). The purpose of running the PPE campaign initially is to get your Facebook Pixel seasoned and accurate enough to work with the WC campaign and have your ads effectively optimized.
A couple of other pointers:
- Don’t run ads in the right hand side column – apparently these convert poorly
- Carousel ads are a good start and are cost effective
- Ask questions, be provocative or use humor – this stimulates engagement
In order to measure conversions on your store you will need to use a keyword that relates to the thank you page on your website – that’s how Facebook pixel knows an order has been successful. For Shopify the keyword is ‘thank_you’ for WordPress or other sites you should be able to find this under your pages.
Some other information I came across that I found interesting was the use of ‘passion purchases’ or impulse buys. Some very successful Shopify stores have ignored drilling down into a niche and pursue sales through impulse of their customers. Some food for thought.