Accompanying video presentation: [link] Ellen from Shopify's Kit discusses Facebook Marketing at ShopLaunch, a bi-weekly event helping entrepreneurs and small business owners succeed. You can join the ShopLauch meetup at meetup.com/shoplaunch and the Facebook group at facebook.com/groups/ShopLaunch.

1. Facebook
Marketing 101
Ellen Dunne
Senior Product Manager

2. It’s all about the funnel.

3. Get the most out of your ad spend
by setting yourself up for success.
1. Think about the whole funnel, have a strategy that considers
TOP - MIDDLE - BOTTOM
2. Work towards building the most optimal audience for
Facebook ad targeting
P.S. Make sure you have the Facebook pixel set up on your store. It makes all of this possible.

4. Acquisition
Retargeting
Conversion
AWARENESS
INTEREST
CONSIDERATION
Repeat Purchase
PURCHASE
LOYALTY

5. Top of the funnel

6. Carousel Ad
ACQUISITION
1
Retargeting Audience
Custom Audience
C O N V E R S I O N S
V I S I T O R S
Mailing List
E M A I L C A P T U R E

7. Carousel ads drive new
visitors to your store
These visitors will get ‘captured’ by the Facebook pixel

8. Email popups allow you to
build your mailing list
These email addresses will power your marketing efforts
in the middle of the funnel

9. Carousel Ad
ACQUISITION
1
Retargeting Audience
Custom Audience
C O N V E R S I O N S
V I S I T O R S
Mailing List
E M A I L C A P T U R E

10. Custom audience
A collection of Facebook users created from a customer or visitor list that
you share with Facebook.
Lookalike audience
A large audience of potential customers that Facebook identifies through
similarities to the source (custom) audience, such as demographic info,
interests, behaviors.
Retargeting audience
An audience of Facebook users who have expressed interest on your
website, in your app or elsewhere on the internet.
DEFINITIONS

11. Middle of the funnel

12. Carousel Ad
ACQUISITION
1
Retargeting Audience
Custom Audience
C O N V E R S I O N S
V I S I T O R S
Dynamic Product Ad
RETARGETING
2
Custom Audience
C O N V E R S I O N S
Mailing List
E M A I L C A P T U R E

13. • A carousel ad
• Your secret weapon
What is a Dynamic Product Ad?

14. Benefits of DPAs
• Scale: Promote all of your products with unique creative without
having to configure each individual ad.
• Cross-device: Reach people with ads on any device they use,
regardless of their touchpoint for your business.
• Highly relevant: Show people ads for products they're interested
in, in order to increase their likelihood to purchase.
PRO TIP: Set up your campaign once and keep it running non-stop.

15. Setting up DPAs
• Place Facebook pixel on your store
• Create Facebook Business Manager account
• Publish Facebook product catalog
• Create campaign + allocate budget

16. Carousel Ad
ACQUISITION
1
Dynamic Product Ad
RETARGETING
2
Custom Audience
C O N V E R S I O N S
Retargeting Audience
Custom Audience
C O N V E R S I O N S
V I S I T O R S
Mailing List
E M A I L C A P T U R E

17. Bottom of the funnel

18. Carousel Ad
ACQUISITION
Dynamic Product Ad
RETARGETING
Email Marketing
RE-ENGAGEMENT
1
2
3
Custom Audience
C O N V E R S I O N S
Lookalike Audience
Retargeting Audience
Custom Audience
C O N V E R S I O N S
V I S I T O R S
Mailing List
E M A I L C A P T U R E

19. Remarketing
Keep your past customers
engaged with regular emails
about new products, sales,
and news.

20. TOOL GOAL ADDED BENEFIT
Facebook Carousel Ad
Visitors
Conversions
Adding to your site visitor audience
Adding to your DPA audience
Email Capture Popup
Mailing list
Conversions
Leads for custom audience building
Leads for email marketing campaigns
Dynamic Product Ad Conversions
Higher conversion %
Lower cost
Email Marketing
Re-engagement
Repeat purchases
Free!
Strategy at a glance

21. Do. This. Now.
1. Get Facebook Pixel placed on your store.
2.Set up dynamic product ads so your retargeting audience
starts building.
3.Set up an email capture pop up. Use a discount code to encourage sign
ups. (Look at apps Justuno, Better Coupon Box to help)
4.Run a Facebook carousel ad.

22. Facebook Pixel Setup

23. DIY with Facebook Ads Manager

24. Or let Kit do it for you. :)

25. Thanks!
ellen.dunne@shopify.com
hellokit@shopify.com