Good Monday morning to all the people around the world reading this. In the last post we talked about how to find smoking hot products for drop shipping purposes. I also talked about two main ways of advertising shopify stores… namely Google Shoping and Facebook Ads. Today I want to give you the advertising strategy which is working best for some of the marketing gurus.
First let me start by sharing with you this post written on January 11 2018 by Mark Zuckerberg, Chief Executive Officer (CEO) of Facebook. If you read the post… you will see that Facebook wants to shift focus TO SOCIAL INTERACTION rather than promoting businesses. It has been shown through research… that when businesses advertise often times they paint a picture of the world most people don’t have access to. Perhaps is a picture of a bikini model in a luxurious hotel pool advertising sunscreen protection, or maybe is a successful entrepreneur walking up the stairs of his private jet reminding the world this “7-day vacation – (Fiji)”… maybe is just an add of a young man in his 20’s who mastered this world of online sales and there he is flashing his golden lambo for the world to see his success.
Studies have clearly shown that everyday people who live on a budget… and work hard 9-5 jobs in order to survive, feel depressed when they see this kind of content in their social feed. Since that is the majority of the people, for some time now, this has been causing problems with society. It is also a known fact among successful marketers, that whoever has the most advertising budget will generally be able to crowd the advertising space of social networks and in this way popularize their products even if the product itself is not any good for the customer. That’s another topic…
NOTE: If you feel down just know… Failing is part of the process. Failing makes you grow your character and develop resilience when unfavorable events arise. We are here to learn and grow. I know I have failed many times… but I never give up… I find my way around problems or tackle other challenges until I can succeed at the one I previously failed at. Maybe it will take months until I succeed in building the life of my dreams but deep down I know if I continue working towards that worthy goal I will achieve it.
So what can you expect from this update? As time goes by brands and businesses alike running Facebook Ads will be shown less and less in the news feed… resulting in a big decline on the amount of sales marketers will experience. Due to the nature of the new updates… on average, people will be spending less time on Facebook because there will be less content to consume given the fact right now there is less social interaction going on than advertisements. In particular, it has been the explosion in video advertising (video sales letters) that have had the biggest growth over the last two years. The very first day this update was implemented Facebook lost approximately 3 BILLION in revenue they could of cashed in. The updates are definitely for the betterment of society.
NOTE: Previously teams were tasked with the goal of figuring out how to make visitors spend the most time on the platform. This is why you would receive emails about friends who updated their status and information related to Facebook posts that matched your interest. This will gradually start to change.
So what are the Gurus doing about this update? There are many strategies… but the one that stands out the most which works really well is to switch focus toward Google shopping. The advantages to switching to Google Shoping include you can bid for search terms which suggest a customer is closer to making a purchase. You see… there is a buying cycle that generally takes places before a customer is ready to make a PURCHASE. If you run a Facebook advertisement about the product you are selling on shopify maybe the customer clicks… because they have some degree of curiosity but unless you have amazing sales copy in place and a good shopify theme that shows social proof that your products are the best quality it is very likely your customer coming from Facebook won’t buy. You should remember a customer needs to see an offer 7 times on average before they buy it.
When a customer searches for terms like “Cheap I-phone X case”, and then clicks on a Google shopping add they are very close to making purchase decision. Search terms like the one above suggest they are ready to buy, and often times… they have already researched information about the product in question and they have an idea of how much they would be willing to pay for the item. With Google shopping you are showing them a picture of the product before they even click on the add… and the price. All of this key points drive conversions up while advertising cost is decreased. There two kinds of great marketers. The one who creates a campaign which gets a customer to buy the first time they land on it… and the one who targets a customer who has been exposed to multiple campaigns and as a result is ready to buy.
Even when you use this strategy you will still find many customers who won’t buy. Perhaps these customers need to be exposed to your product a few more times before they finally buy it. In a previous post we talked about Facebook pixel tracking. Simply put, Facebook pixel tracking allows you to extract data about the visitors and customers who interacted with your shopify store, website or funnel. With this data you can find common trends that help you find your IDEAL CUSTOMER. Once you have a blueprint of the basic metrics (age, gender, income… etc) for your ideal customer then you can use this information to create lookalike audiences who are more likely to buy your product, whom you should market to. Specifically… the strategy you want to use is to re-target those customers who initially clicked on your Google shopping add but did not buy, this time using Facebook Ads instead. This method is working very well for some of the marketers that mentor me.
NOTE: New marketers don’t know what to expect. There are many variables in play that need to come together to land a successful campaign. I remember when I first started… I could not even get a single click to any of the offers I wanted to promote… frustrating I know. Today I can get hundreds of clicks (without purchasing ads) but still out of the 100 maybe I get one conversion. This bothered me, until I understood RARELY EVER DO GREAT MARKETERS see conversion rates of 2% or more. That means… that out of 100 clicks it is those people who get two conversions that are doing amazing because most commonly conversions are 1% or less. That’s the reason why traffic is gold… because even if you have the most amazing campaign that can convert at a high 2%… unless you can drive thousands of clicks to your offers you won’t see any meaningful impact. The people that make millions in this business are able to drive 100,000+ clicks to any offer every month repeatedly. Some of the traffic sources they use include Native Ads, Media Buys, Search Traffic (Google Adwords/Google shopping & Bing), Social Media (Mostly Facebook… but this could change due to updates) and Mobile Pop-/-Mobile Redirect Traffic.
My mentors and sources online all say the same. Master the ins and outs OF ONE TRAFFIC SOURCE. Focus on promoting and tweaking your campaigns via A/B testing focusing on a single offer at a time. Make sure you use a good tracking solution so you can analyze the data and focus on what works or improve those campaigns which are doing poorly. Some of the best tracking solutions I have been exposed to include Test Easily (amazing tool… still on beta), CPV labs, Voluum and Clickmagick which is the tracker I currently use because is not expensive (compared to other solutions) and it brings all of the tracking features I need to grow my business right now.
NOTE: Above all the great tracking features clickmagick has to offer I think the biggest benefit to using this service is that they continuously monitor links to ensure they are live and well. If a link goes down clickmagick will send you automated messages via email and to your phone devices to ensure you can fix the problem without further loss. Imagine investing $20,000 of advertising budget into promoting a campaign… and then, finding out the link went down with some 404 or 503 error codes… if you had been using clickmagick chances are you would of caught on to this before all of your paid traffic evaporated away into nothing. This in my opinion is a key feature which makes clickmagick INVALUABLE… any link that goes down I will know within seconds and then I can fix the problem. I also want to note that if you reach out to Test Easily there is the likelihood you can get free access to the beta version for an extended period of time. During beta.. developers want to test everything works well so they are willing to let you use the products for free. Send them an email about this and perhaps you will be in luck.
That’s all I got for today. If Facebook ads is your primary source you should start looking to experiment with other traffic methods because of the updates that took place. I hope this information is useful to you and it delivers value to your business. Talk on the next post.
If you read some of my content you will realize CPA MARKETING is one of the best ways to generate income online. With CPA marketing you don’t necessarily have to sell anything to make any money. Instead… big corporations are willing to pay you for referring clients to them. They view it as “Cost Per Acquisition”, while us (the marketers) see it as Cost Per Action. With CPA marketing some of the ways you can earn money include: getting someone to enter their name and email on a form giving a FREE product or FREE trial, getting someone to download an application or play a game or getting someone to fill a survey or buy a good product. Unfortunately cash network is no longer accepting new affiliates to work with but if you want to start generating some income with CPA marketing using some of the strategies I have been talking about in this blog then I recommend you to join MaxBounty CPA network. In particular if you have a website which gets recurring visitors and you want to monetize it CPA marketing is a great way to do it.