Promote Your Shopify Store With Paid Ads
That concludes our top recommendations for ways to scale with organic efforts.
There are certainly more avenues to growth, but those are the ones we’ve seen the most success with.
Now, we’re moving on to paid advertising and how you can use it to guide your customer journey.
Facebook and Instagram Display Ads
Once again, Facebook ads are at the top of the food chain.
A big part of that is due to Facebook and Instagram playing well with Shopify. It’s easy to integrate the two platforms and cross-promote your products between them.
Here’s an abridged version of what you need to start running Facebook ads for your shop.
Assuming your Facebook and Shopify accounts are all set up and ready, the first thing you want to do is install the Facebook Pixel.
READ MORE >> Explore our guide to creating Facebook shops.
You can follow this guide to integrate your Facebook pixel with Shopify. Then, you’ll be ready to promote your products from the Facebook Ads Manager.
There’s a lot to know about how to make effective Facebook ads, but that’s outside the scope of this guide.
Need help setting up targeted advertising campaigns on social media?
Instead, we’ll give you some tips about when to sell online with Facebook ads and when not to.
- Get serious about targeting. The single best way to increase your return on ad spend (ROAS) is to narrow your target audience. To do that, you’ll have to dig deeply into the many ways you can segment a custom audience.
- Nurture active customers. In many cases, a customer that has already purchased from you is the likeliest person to purchase again. Pur your Facebook pixel to use in identifying those customers and remarketing to them.
- Leverage carousel ads. Carousel ads are among the most effective formats to place physical products. Learn how to use them and optimize them for your target market.
READ MORE >> Learn about the fundamentals of effective Facebook ads.
Pinterest Ads And Promoted Pins
Pinterest isn’t right for every brand and industry.
But, most retail brands can get decent traction from promoted pins. And, if your competitors are using them, it’s a mistake to neglect Pinterest as a way to further your online marketing goals.
Lucky for you, Pinterest is yet another platform that’s partnered with Shopify. You can install an app that lets you manage all your Pinterest marketing activity.
You can even create shoppable pins from your catalog.
That way, customers can buy your products they discover on Pinterest.
People who use Pinterest spend 80% more than the average person on other social media platforms. In short, Pinterest is a channel you can’t afford to ignore—especially if you’re in the home decor, beauty, fashion, or cooking niches.
Here are some things to keep in mind when you’re creating Pinterest ads and promoted pins:
- Keywords count. Pinterest primarily serves image content to its audience. But it still uses keywords to match pins with search intent. So, don’t neglect keyword optimization in your pins.
An addendum to that is hashtags. Use them to improve your targeting in the same way you would keywords. - It’s not just about product images. Pinterest is a great channel to build your brand’s visual identity with relevant content and educate customers. Blog posts, infographics, and videos are excellent mediums to target your entire funnel through Pinterest.
- Use power words in your pins. For example, do you sell a ridonculously adorable blouse that’s so darn cute you could eat it right up with no topping? Then, tell your customers about it in no uncertain terms.
Promote Your Store With Google Ads Smart Shopping Campaigns
What do you do when you want to make a purchase?
If you’re like 85% of people, you go online to learn more about the options available.
So, there’s no way to cast a wider net than to search ad campaigns that promote your product. And Google Smart Shopping campaigns are an ideal way to do that with minimal hassle.
Pay-per-click (PPC) marketing is a mainstay of modern ecommerce, and it’s all but critical to success in ecommerce.
And, wouldn’t you know it, there’s a Shopify app to help you implement Smart Shopping.
The app builds a product feed in the Google Merchant Center based on data from your Shopify. When Google approves your products, you can set up paid campaigns and let the search engine figure out how to best reach your customers.
The basic implementation for these campaigns is straightforward. But there’s also a lot you can learn to make the most of them, and you can learn all about it here.
For the sake of brevity, we’re not getting into other search engines, but you should know that they can similarly impact sales.
Work With Influencers To Promote Your Store
Influencers are people who have large social media followings and can help promote your products. And, influencer marketing is one of the most compelling ways to market your product.
There are many ways that you can work with influencers to promote your Shopify site. For example, you can reach out to them through email or social media, provide free samples for them to use, collaborate with them on sponsored content, etc.
These collaborations are ideal marketing tools because they create authentic connections with their followers that can then become authentic connections with your brand. Put another way; you can piggyback off the trust that influencers already have with their audiences.
Here are a few tips to help you find influencer partnerships that generate immense growth:
- Think outside the niche. Look for opportunities to make your products or services available to a broader population of people. Don’t limit yourself to influencers whose audiences match yours exactly.
- Micro-influencers have the best conversion rates. Micro- and nano-influencers with a following of 1K–10K make up for their lack of reach with high trust. And, you can sometimes broker a deal with them that only involves free items for promotional content.
- Get the most out of influencer content. Once it’s made, do your best to spread the content from influencers everywhere you can. That includes your product page, social channels, and even paid ads.
READ MORE >> Case studies detailing how we used influencer marketing to boost sales.
How to Promote Your Shopify Store With Email Marketing
Marketing via email is the most cost-effective way to promote your Shopify shop. Yet, you’d be surprised at how many store owners fail to even use email marketing, let alone give it the attention it deserves.
Shopify even has integrated email marketing tools that you can access for free. You can create and launch campaigns and track results from start to finish with Shopify Email.
And Shopify’s data shows that email has the best average order conversion rate of any other major channel.
But, like everything else, there are right and wrong ways to leverage email for promotional purposes.
Here are some essential things to keep in mind if you want to run high-conversion email campaigns:
- Your email marketing is only as good as your contact list. So to get results, you need to get the right people on your email list.
Your customer accounts are a great start. Opt-in forms across your site are another excellent source of emails, as are packaging inserts and lead magnets, such as giveaways. - Do. Not. Spam. If you abuse your email list with spam, there’s no way to earn that trust back. Not only that, but you could also violate anti-spam regulations.
- Focus on cart abandonment. Cart abandonment and other lifecycle emails almost feel like you’re hacking the Shopify code when used right. Don’t just limit yourself to a post-purchase email and call it good—constantly look for opportunities to insert a relevant touchpoint.
READ MORE >> Everything you need to become an email marketing superstar in a two-hour package.
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