Are you looking to begin your business through Facebook? Ezra via Shopify will help you to build successful social media ads.

1. Facebook Ads For
Beginners : Retention &
Loyalty
Source > Shopify & Ezra Firestone
Presentation by Anastasia Kouloumpi

2. The instructor is Ezra Firestone >
Facebook & Instagram Advertising
Instructor
● Co-founder & CEO of Boom! By Cindy Joseph (Generated over $60 million in
revenue in four years)
● Founder & CEO of Smart Marketer (Ecommerce tools, trainings and events to help
you grow your business)
● Founder & CEO of Zipify Apps (Top rated app that helps you create winning sales
funnels and landing pages)

3. How Much Do To Need to Invest in Ads in
Order to Be Successful?
It’s recommended to invest a small amount daily, instead of investing a large amount at
one time.
Running Facebook and Instagram ads is about consistency to learn what ads work best
with your audience.
There is no limit that you can invest, it’s ideal that you’re able to commit a minimum of
EUR 4-5 daily.

4. Why Facebook and Instagram Ads?
Simply put, it's where people are.
There are 2.3 billion users on Facebook. There's over a billion active users on
Instagram, and 1/3 of Instagram & Facebook users have used it to make a
purchase on their mobile device.
Facebook and Instagram are the easiest to use "self-serve," ad platform
around, meaning you can go in there, set it up yourself.

5. The Sales Funnel
A sales funnel is a marketing term that describes the journey a customer goes through
from first discovering your brand to making a purchase.
Before spending money on advertising, it’s recommended that you map out the different
steps of your sales funnel.

6. The 3 Pillars of Profit
● Awareness (brand new customers)
● Retargeting (retarget people who have shown interest in your brand)
● Loyalty (rewards like deals and promotions for customers)
Retargeting is where you're re engaging people that visited the product page but didn't visit
the cart. Visited the cart but didn't check out. Checked out but didn't buy. And you're
capturing them with advertising and getting them back into the sales process.
Loyalty is where you're upselling and cross-selling past buyers to get them to buy again.
The goal is re-engage people when they fall out. Someone visits the product page but doesn't
go to the cart or doesn't buy, get them back with an ad. Someone visits the cart but doesn't
buy, get them back with an ad.
Someone buys, run an ad to cross sell them another item.

7. What is Product Page Retargeting?
This is the simplest way to make profit for. Get the people who visited your store and saw an
actual product.
And the thing to know about it is that the shorter the window, the more profitable.
Meaning someone who visited in the last three days is much more likely to buy than someone
who visited in the last 30 days.

8. How to Make Effective Ad Creative
Goal no1 > capture people attention while they're scrolling. You've got to capture their attention.
Goal no2 > you have to get them to click or tap. It’s called it thumb stopping creative.
Facebook has four main types of creatives >> images, videos, slideshows, and carousels. It’s strongly
recommend starting with images because they're much more simple to create, and they really give you
the most effectiveness.
The text is where you draw the reader in. It leads to the image. Then you have the image. A couple little
tips for the image are keep it square. The reason you want a square image is it takes up way more real
estate on mobile. Square images take up 78% more real estate on mobile phones and have a 64% higher
click through rate.
Always put text overlay on our image ads. One of the things that you have to know about laying text over
your image is you can only have it take up 20% of the actual image itself. Then under the image, you have
the call to action box where you have a headline and the buttons.
That's the main structure of a Facebook advertisement. [[See example on the next slide]]

9. Text
Image
Text Overlay
Call to Action Box

10. Ezra's Proven Ad Framework (PPCOB)
● Person
● Product
● Colour
● Overlay
● Border
Example #1:
● Emojis + Customer Testimonial
● Ownership Benefit Statement
● Link CTA
● Mobile Square Canvas
● Visible Text Overlay Product/Face
● Benefit Headline

11. Example #2:
● Create colorful borders around the
images
● Have the model on a colored
backdrop
● Have faces in the image
● Text overlay that pops
● Question as the headline
● Showcase the product BOOMbastick!

12. What is homepage/collection page
retargeting?
People who visited your homepage and your collections, they're not as interested. They're not quite as valuable
to you as a business owner as people who saw a product. But that doesn't mean that you don't want to
communicate with them.
These people were interested enough to visit your site, to check out one of your collections. And so we want to
remind them that we exist.
Now the creative that we use, the ads that we put in front of them, are slightly different, because they weren't as
interested. So we're not as focused on the products.

13. Creative Strategies for Retargeting
5 Reasons why they’re effective:
1. Remind potential customers you exist
2. Build trust by letting potential customers know other customers love buying from you
(“social proof”)
3. Affirm brand affinity (reviews)
4. Show off your products and compel them to click
5. You can provide a strong call to action
Examples >>

14. 1st GOAL: Remind potential customers you exist (first
image is the collection page, followed by the ad)
2nd GOAL: Build trust with potential
customers

15. What is Shopping Cart Retargeting?
68.89% of people who visit your shopping cart will leave.
We want to get them back. We don't just want to get them back to any old
product page. We want to show them the actual products that were in their
shopping cart when they abandoned.
We want to retarget them with the products that they actually have added to the
cart.

16. What are DPAs (Dynamic Product Ads)?
Dynamic product ads automatically promote your inventory to people who have
expressed interest on your website.
Dynamic ads look exactly like other single image ads, or collection ads on
Facebook and Instagram; but you create an ad template that automatically uses
images and details from your catalog for items you’d like to advertise.

17. Formulas to create a successful DPA
● start with emojis, because, especially for people who abandon the shopping
cart, we want to remind them, these products are rated highly.
● social proof or ownership benefit statement right underneath that.
● always have a security symbol or a guarantee.
● the opening card. That opening card, you want it to be compelling. You want it
to be in a square format.
● And then what shows up is the set of products that were in the shopping cart.

18. What is a Loyalty Campaign?
With Loyalty in advertising it's 20 times easier to get someone to buy from you again than to
get a new customer.
In the loyalty pillar, what we do is we cross-sell and upsell additional items to pass customers.
In e-commerce, most businesses are sitting at a 10% repeat-customer rate, meaning only one
out of 10 people who buy from them ever come back and buy again.

19. How to Make Effective Loyalty Ad
● Show how a specific product was made, Why it was made? What the benefit of it was? Going into
great detail in our text copy above our image ad, really works in cross selling an item.
● You or a representative from your company just get on camera on your phone or something simple
and just pitch a product. Hey, what is this thing? Why is it good? Why do you need it? What are the
benefits of it? Shows the product holding it up and just simply like an infomercial pitches it.
● It’s recommended having product demonstration videos on all of your product pages.
● Use what's known as a product photo real. It's simply multiple pictures of one of your products
almost like the carousel on your product page, of why that product is valuable.
● The most powerful of all is the customer testimonial. One of the things that we can do is when
someone buys from us, two weeks after they buy, we send them an email that says, hey, we would
give you EUR 10 to our store to create a photo or video of the product. They're highly recommend the
customer testimonial video as a loyalty advertisement.

20. The Key Elements to Review
● Reach: the total number of people you have reached with your ads.
● Impression: the total number of times your ad has been seen. One person can
see your ad multiple times.