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Module 6: Launch PPC Ads For Your Store

What we'll cover in this module:

Introduction

This advanced training course assumes you built your store correctly using our free store building course. If that's not the case, we recommend skimming that entire course to make sure you've completed everything taught there before proceeding with this course on driving traffic to your store.

HINT: Just like in our store building course, each step below contains a 'Learn' section (indicated by the icon) that teaches you why the step is necessary, then an 'Execute' section (indicated by the icon) that indicates how to actually complete the step. We'll again indicate the differences between model 1 and model 2 stores, and if you need a definition of each you can see that here.

What is ROI?

ROI stands for Return On Investment, and in its simplest form it means that you get more out of something than you spend on it.

ROI rules all when it comes to PPC ads, because frankly, if the profit generated from orders received through PPC ads isn't greater than the cost to run said ads, you're losing money and should discontinue spend in that specific PPC channel.

Using the price sheets your wholesale supplier provided when you set up with them, you should be able to estimate anticipated profit-per-order, even before you have any sales history.

Our PPC Mentality

We have a somewhat unique approach to running PPC ads, and we recommend you use the same basic approach for yourself. Here's the process flow we use when testing out a new PPC channel:

  1. We test each PPC channel 1-by-1
  2. We always start with as low of a starting max bid & budget as possible
  3. If ROI isn't positive we kill the account, if it is positive we scale up spend by increasing max bid on winning ads and/or increasing the daily/weekly/monthly budget

Using this simple approach you can test each new PPC channel opportunity with no more than ~$50 and easily (and inexpensively) determine which PPC channels are worth using for this particular project.

I get the mentality, so let's get started!

Great! In the sections within this PPC module we will walk you through the steps for getting set up to run & monitor your PPC ads. Just like in all previous modules, each section has a 'learn' portion where you learn about the step, then an 'execute' portion where you actually take the step(s) required to accomplish it.

6.1 Facebook Ads Setup

LEARN

Facebook ads are the most powerful PPC ads on the web, simply because the Facebook (FB) ads interface gives you access to more humans than any other platform in the world! This is partially because Facebook is one of the most visited sites on the web, and partially because Facebook owns Instagram (IG) and serves their ads on that site as well, and thirdly because FB ads are served on many popular apps as well.

The following are prerequisite steps you should take regardless of which store model your store is.

EXECUTE

Create a Facebook Page

Regardless of which store model you're building you will need a page for your business on Facebook. Why? Well because Facebook ads are unique, your ads have ties to your FB page, so you're required to have one to run the type of ads we'll be setting up below.

Creating a page for your business is simple, here's a step-by-step guide provided by Facebook. Note: the recommended page cover size for a FB page is 640x360 pixels.

HINT: You will want to be signed in on your personal FB account before you click the 'Create a Page' button on the guide linked to above. FYI, there are no public ties between your personal FB profile and the FB page for your store. So even if you don't have or want a personal FB account, you should create a free one just so you can create pages for your businesses.

Set Up a Facebook Business Manager Account

Regardless of which store model your store is you will need to activate a Facebook Ads account and connect your Shopify store. The first step is to set up the a Business Manager account on Facebook by following these instructions.

Set Up Facebook Through Shopify Admin

Once you've followed the steps linked to in the section above to create a business manager account, the steps below can be followed to connect your Shopify store to your business manager account.

Follow these steps from within your store's Shopify admin:

  1. On the left sidebar click the '+' symbol next to SALES CHANNELS and click the = button next to Facebook from the list (confirm the connection if it asks you to)
  2. Click the 'Start setup' button inside the FACEBOOK MARKETING section (should be the bottom box)
  3. Click the 'Connect account' button & then sign into your personal FB profile within the popup that appears, then click the 'Continue as [FirstName]' button to confirm the connection, and the 'OK' button to give Shopify access
  4. The 'Business Manager' section is next and you should simply click the green 'Connect' button next to the Business Manager account listed (should automatically show up here since it's associated with your personal FB account)
  5. The 'Facebook Page' section is next and you should simply click the green 'Connect' button next to the Facebook Page listed for your store (if the page isn't appearing here you should follow these instructions to give your FB Business Manager account access to that page)
  6. The 'Ad Account' section is next and you should simply click the 'Create new' button next to 'Create Ad Account' (this will require you to click a 'Go to Facebook' button that will open Facebook in a new browser window)
  7. In this new browser window you will choose the Business Manager account from the list, click 'Add' and choose 'Create a New Ad Account' from the drop-down list, provide an 'Ad account name' & click 'Next', leave 'My business' ticked and click 'Create' button, choose your name on the left side of the popup then click the toggle bottom to the right of 'Manage Ad Account' and click 'Assign' button, then follow the steps to add a payment method and close this browser window
  8. Go back to the tab we were previously in that shows the Facebook Channel setup tasks in your Shopify admin, and refresh the page, you should now see the ad account you just created listed in the 'Ad account' section and you can click the green 'Connect' button to the right of it (you will then have to view & accept two sets of terms before you can click the 'Done' button and move on
  9. Now in the 'Customer Tracking' box click the toggle icon to activate it. This will close the section, but you'll want to expand it and select 'Maximum' before moving to the next section
  10. Now in the 'Facebook target country' select your market country from the drop-down list
  11. Now in the 'Terms and conditions' section click the green 'Accept' button
  12. Now click the green 'Finish setup' button below the list and you are done

Set Up Your Facebook Shop

Once you've follow

Set Up Your Instagram Shop

Once you've follow

Setting up your Facebook ads account and connecting it to your Shopify store is now complete. If you're doing a Model 1 store you can move to the next section, and if you're doing a Model 2 store you can click here to jump down to those instructions.

6.2 Facebook Ads Prep

LEARN

Launching FB Ads - Model 1

For model 1 stores we typically start with strictly a single campaign that targets people who have already visited our website. The type of ads that are shown to past visitors are referred to as "re-marketing" or "re-targeting ads" and that ad type almost always has a much higher ROI than PPC ads that are presented to "cold" clients (aka clients who have never visited).

How do Re-Marketing Ads Work?

Certain advertising platforms (like Facebook & Google Adwords) will "cookie" visitors as they visit pages on your website via the tracking code you install when you get set up to advertise with them. Once the visitor is "cookied" you can show ads to them to encourage them to return to your website and make a purchase. These types of ads are referred to as Re-Marketing or Re-Targeting ads. This ad type has a higher-than-normal effectiveness since only shoppers who have already shown serious intent (by visiting your product pages) see the ads.

So why only re-marketing style ads for Model 1 stores on Facebook?

Now this isn't to say that "cold" PPC ads on FB/IG will not work for model 1 stores, they often do, but we always start with the highest-likelihood-to-succeed ads and go from there. When we increase spend and start other types of campaigns, this is part of our scaling process that we don't do until later. After all, you don't want to spend a lot on advertising until a product line has proven to you that it's worth it!

So let's get into creating our Re-Marketing ad campaign for Facebook, here are the steps:

Step #1 - Create Your Past Visitor Audience

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Step #2 - Create The FB Post You'll Use In Your Ad

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Step #3 - Create Your FB Campaign

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Step #4 - Manage Your FB Campaign

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Launching FB Ads - Model 2

So let's get into creating your ad campaigns for Facebook.

Our "Test Phase" Approach

Before we get into the actual steps, I want you get a good understanding of how we approach Facebook/Instagram ads.

With model 1 stores Facebook ads are secondary to Adwords PPC ads & getting organic rankings, and we typically stick to re-marketing campaigns (showing ads to people who visited our site already, most likely from other referral sources). However, on model 2 stores we use Facebook ads as a primary source of traffic, so it's mandatory to make sure our ads there have a positive ROI (ROAS is the key metric on FB ads).

First, create an audience of past buyers that you can block from seeing your ads

Except for in very rare circumstances (like when selling products that are reordered often) you will want to block previous purchasers from seeing your ads. This is mainly because they have already bought and it's a waste of ad spend to keep showing them your ads.

Below are the steps for creating an audience that you can later "exclude" from your ad sets.

Create an audience for those who have purchased:

  1. Navigate to 'Audiences' (Click 'Business Tools' and choose 'Audiences' under Advertise section).
  2. Click 'Create Audience' button and choose 'Custom Audience' from the drop-down list that appears.
  3. Choose 'Website' from the list in the popup, then on the second page change 'All website visitors' to 'Purchase' and then enter '180' into the 'days' field, then enter something like "Buyers [Past 180 Days]" into the the 'Name Your Audience' field before clicking the 'Create Audience' button.
  4. Click the blue 'Done' button on the final page of the popup.

Creating a "Cold" Campaign

Here are the steps for creating a cold campaign:

  1. Navigate to the Facebook Ads Manager overview

Creating a "Warm" Campaign

Here are the steps for creating a warm campaign.

  1. Click green 'Create +' button in menu above the list of campaigns.
  2. Choose 'Conversions' as your goal and then click the 'Next' button.
  3. Choose a 'Campaign Name' (i.e. WARM: Wolf Necklace - Conversions), then click toggle in lowest 'Campaign Budget Optimization' and enter a daily budget (i.e. $3.00), then click the 'Next' button.

Create the post you will show in your ad:

  1. Navigate to

Create an audience for those who watched the video:

  1. Navigate to 'Audiences' (Click 'Business Tools' and choose 'Audiences' under Advertise section).
  2. Click 'Create Audience' button and choose 'Custom Audience' from the drop-down list that appears.
  3. Choose 'Video' from the list in the popup, then within the 'Engagement' field choose 'People who either completed or viewed at least 15 seconds of your video (PlayThru)' and also click 'Choose videos' and select the video used in your cold campaign.
  4. Enter '30' within the 'In the past _ days' field and then fill out the 'Audience Name' field with something like 'Watched Cold Video [Past 30 Days]' before clicking the 'Create Audience' button.
  5. Click the blue 'Done' button on the final page of the popup.

Create the "Warm" campaign:

  1. Go to your Ads Manager and click the green '+ Create' button and select 'Conversions' as the goal before clicking the 'Continue' button.
  2. The first screen will be the Campaign details: Enter something like 'WARM - Target Video Watchers - Conversions" and then toggle the 'Off' to 'On' in the Campaign Budget Optimization' and choose a daily budget of at least $3.00 before clicking the blue 'Next' button.
  3. The 2nd screen will be the Ad Set details: In the 'Ad Set Name' enter something like "Video Watchers [Past 30 Days]", in the 'Conversion' section choose 'Purchase' within the 'Conversion Event' drop-down list, click into the 'Custom Audiences' field then click the 'Custom Audiences' tab and choose the "Watched Cold Video [Past 30 Days]" audience you just created under the 'Custom Audience' tab, then untick the radio button under 'Detailed Targeting Expansion' before clicking the blue 'Next' button.
  4. The 3rd (and final) screen will be the Ad Creative details: Fill out the 'Ad Name' field with a simple descriptor of the creative you're using (not important, it's not shown publicly), under 'Ad Creative' either choose the same video you used for your Cold campaign or choose an image you've created (probably using Canva) that you'd like to test for the ad, then enter Primary Text (you can click 'Add Options' below this field to try up to 5 variations) that will appear above the video/image, a Headline (you can also click 'Add Options' below this field to try up to 5 variations), and a Description (if you want to, we typically leave this empty), and then click the green 'Publish' button.

Creating a "Hot" Campaign

Here are the steps for creating a "hot" campaign.

Create an audience for those who have visited:

  1. Navigate to 'Audiences' (Click 'Business Tools' and choose 'Audiences' under Advertise section).
  2. Click 'Create Audience' button and choose 'Custom Audience' from the drop-down list that appears.
  3. Choose 'Website' from the list in the popup and leave all other default settings (should be 'All website visitors' and '30 days' as defaults) and enter a name like "All Visitors [Past 30 Days]" in the 'Name Your Audience' field before clicking the blue 'Create Audience' button.
  4. Click the blue 'Done' button on the final page of the popup.

Create the "Hot" campaign:

  1. Go to your Ads Manager and click the green '+ Create' button and select 'Conversions' as the goal before clicking the 'Continue' button.
  2. The first screen will be the Campaign details: Enter something like 'HOT - Target Past Visitors - Conversions" and then toggle the 'Off' to 'On' in the Campaign Budget Optimization' and choose a daily budget of at least $3.00 before clicking the blue 'Next' button.
  3. The 2nd screen will be the Ad Set details: In the 'Ad Set Name' enter something like "Website Visitors [Past 30 Days]", in the 'Conversion' section choose 'Purchase' within the 'Conversion Event' drop-down list, click into the 'Custom Audiences' field then click the 'Custom Audiences' tab and choose the "Website Visitors [Past 30 Days]" audience you just created under the 'Custom Audience' tab, then untick the radio button under 'Detailed Targeting Expansion' before clicking the blue 'Next' button.
  4. The 3rd (and final) screen will be the Ad Creative details: Fill out the 'Ad Name' field with a simple descriptor of the creative you're using (not important, it's not shown publicly), under 'Ad Creative' either choose an image (probably created with Canva) or video that highlights the product and the discount you're offering that you'd like to offer, then enter Primary Text (you can click 'Add Options' below this field to try up to 5 variations) that will appear above the video/image, a Headline (you can also click 'Add Options' below this field to try up to 5 variations), a Description (if you want to, we typically leave this empty), for 'Destination' choose 'Website' and enter the product's URL in the 'Website URL' field, then enter just the root domain (i.e. MyChristianPlanner.com) in the 'Display Link' field, choose 'Get Offer' from the 'Call to Action' drop-down list, and then click the green 'Publish' button.
EXECUTE

Launch Facebook ads and begin daily monitoring (based on the approach above for your chosen store model).

HINT: Txxxx.

6.3 xxxxxx Ads

LEARN

xxxxxxxxxx.

EXECUTE
  1. xxxxxx.
HINT: xxxxxx!

6.4 Activate Facebook Retargeting Ads

LEARN

Retargeting ads are ads that are strictly shown to individuals who have already visited your website in the past.

If at any point you get lost in the execute steps below you can always refer to the Shopify guide on setting up FB retargeting ads.

EXECUTE

Follow these steps to activate retargeting ads for your store:

  1. Log into your store Shopify admin and click on 'Facebook' in the left side
  2. Within the Facebook Marketing section (bottom one) click on the 'Create Campaign' button

6.5 xxxxxx Ads

LEARN

xxxxs

EXECUTE

xxxxs

NextModule 7: Get Ranked in Google & Bing