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Facebook Ad Tips For Your Shopify Store’s Paid Social Strategy

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Facebook Ad Tips For Your Shopify Store's Paid Social Strategy

Brands large and small are looking to Shopify as their resource to unify all of their commerce into a single command dashboard.

Merchants can take advantage of the online store customization features to track sales made through different outlets, including the web, social media, brick and mortar locations, and pop-up shops.

This guide will break down how Shopify stores can specifically take advantage of Facebook ads to reach a targeted and primed audience ready to purchase.

Beyond sales, we will discuss the benefits of the Shopify tracking system and how your business can take advantage of Facebook ads to generate a valuable revenue stream.

Why Use Facebook Ads To Promote Your Shopify Store?

Advertising through Facebook ads allows you to find your ideal customer using tools to identify what the individual likes, interests, and common behaviors.

This makes it easy for you to optimize ad sets to reach a large audience of individuals who will most likely convert on your Shopify site.

Facebook advertising has long been a preferable advertising source for small business entrepreneurs just starting a Shopify site to a well-established brand looking to run both macro and micro-targeted campaigns.

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Anyone can fuel their business growth through Facebook ads, all that is required is taking the time to understand the basics of the platform and how to best track through both the Facebook ads dashboard and your Shopify dashboard.

Benefits Of Facebook Advertising

There are some benefits to using Facebook ads for your Shopify store.

Reach An Engaged Audience

Facebook reports having more than two billion active monthly users, and those users report spending more time on Facebook than on competing social networks.

In addition to the Facebook platform, the company also owns and tracks users on Messenger and Instagram.

The combined information collected across these accounts is used in the ads targeting algorithm.

Target By Demographics, Behaviors, And Interests

Facebook is a place to share news, engage with brands, post photos and share unique discoveries.

All of the activity and connections you make on the platform are compiled to build a unique user profile advertisers use to target in the Facebook ads campaign manager tool.

Facebook advertisers can build a target audience using a variety of interests, behaviors, and traits.

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Generating Brand Awareness

Brands utilize social media pages to display their unique brand voice through carefully curated images and social shares.

When you use Facebook advertising, you can opt to show them from your brand pages.

This will increase brand exposure and encourage engaged users to follow your company for more relevant information.

Different Ad Formats To Showcase Products And Services

Your Facebook advertising ROI may be subject to your successful display of effective ad types.

Producing high-performing ad types can be difficult for beginners because of so many options. To help ease the introduction, we highlight five ad formats to consider.

Single Image Ads

Single image ads are the common format most people are used to seeing as they scroll.

This format makes it easy to showcase your product and offer.

Single image ads serve best when you have a specific offer or product to promote on a set budget.

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Video Ads

Video ads allow you to display both your brand tone and products to your attentive audience at the same time.

These ads can be built within the Facebook Ads Manager but can be selected to display on Facebook, Instagram, Marketplace, and Messenger.

According to Facebook, videos that are 15 seconds or less will capture an engaged audience.

These short videos also require a clear clip with a strong call to action.

This may include product purchasing or clicking on your site to learn more.

Carousel Ads

When you build carousel ads, you can include a variety of videos and pictures that will scroll in a single ad.

You can link each product to its corresponding product page if you display different products.

Users will have control to scroll back and forth through displayed images.

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Carousel ads are good for displaying multiple products, announcing new themes or collaborations, offering tutorials, or showcasing a single product in various settings.

Collection

Collection ads are a full-screen ad experience.

They display a cover image or video and multiple products so end users can browse and shop for your products.

This ad format helps display a full product catalog and allows engaged users to purchase easily.

These ads can be displayed on the Facebook News Feed, Instagram Feed, or Instagram Stories.

Track Conversions In Facebook Business Manager and Your Shopify Dashboard

Facebook Business Manager Conversion Tracking

To track down specific ad performance, navigate to your Facebook Ads Manager account and select the campaign to review.

Once you select the campaign, you will be able to drill down by ad set or specific ads to review available metrics.

Customize your view by using the Columns menu and choosing the metric to report.

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Metrics to monitor:

  • Ad impressions.
  • Click-through rate.
  • Relevance score.
  • Geographical location.
  • Audience demographic.
  • Video views and video percentage watched.
  • Engagement.
  • Frequency.
  • Cost per Conversion.
  • Conversion rate.
  • Return on Ad Spend (ROAS).

Reviewing this dashboard will help you understand what ads are performing well and providing a high return on investment, and which ads are not generating a valuable return.

This knowledge can be used to build and optimize future ads.

Shopify Conversion Tracking

After you log in to your personal Shopify store, you can access the Marketing section, which will provide the amount of traffic and sales broken down by marketing source.

Here you can see how well your Facebook advertising efforts are by reviewing which sources bring you the most conversions.

It is crucial to review and compare metrics from both Shopify and Facebook to ensure the metrics are painting the same picture.

It is important to note both systems update on different schedules, so slight discrepancies are common.

Conclusion

Facebook serves a large audience with various interests, making this social network a marketing gold mine.

It offers the tools and data needed to segment audiences based on attributes that best align with the products you sell.

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Integrating Facebook ad campaigns with your Shopify store allows your store to build upon brand awareness, brand engagement, and sales conversions.

More resources:


Featured Image: Kaspars Grinvalds/Shutterstock

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SEO

8 Pillar Page Examples to Get Inspired By

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8 Pillar Page Examples to Get Inspired By

Pillar pages are high-level introductions to a topic. They then link to other pages, which are usually more detailed guides about parts of the main topic.

Altogether, they form a content hub.

Example of a content hub

But not all pillar pages look the same. 

In this guide, we’ll look at eight examples of pillar pages to get your creative juices flowing.

Excerpt of beginner's guide to SEO by Ahrefs

Key stats

Estimated organic traffic: 1,200
Backlinks: 6,900
Referring domains: 899

Overview of Ahrefs' beginner's guide to SEO in Ahrefs' Site Explorer

This is our very own pillar page, covering the broad topic of search engine optimization (SEO)

Why I like it

Besides the fact that I’m biased, I like the custom design we created for this page, which makes it different from the articles on our blog. 

Even though the design is custom, our pillar page is still a pretty classic “hub and spoke” style pillar page. We’ve broken the topic down neatly into six different chapters and internally linked to guides we’ve created about them. There are also custom animations when you hover over each chapter:

Examples of chapters in the SEO guide

We’ve also added a glossary section that comes with a custom illustration of the SERPs. We have explanations of what each element means, with internal links to more detailed content:

Custom illustration of the SERP

Finally, it links to another “pillar page”: our SEO glossary

Takeaway

Consider creating a custom design for your pillar page so that it stands out. 

Excerpt of Doctor Diet's ketogenic diet guide

Key stats

Estimated organic traffic: 92,200
Backlinks: 21,600
Referring domains: 1,700

Overview of Diet Doctor's ketogenic diet guide in Ahrefs' Site Explorer

Diet Doctor is a health company focusing on low-carb diets. Its pillar page is a comprehensive guide on the keto diet. 

Why I like it

On the surface, it doesn’t exactly look like a pillar page; it looks like every other post on the Diet Doctor site. But that’s perfectly fine. It’s simply a different approach—you don’t have to call out the fact that it’s a pillar page. 

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Diet Doctor’s guide is split into 10 different sections with links to its own resources. The links bring you to different types of content (not just blog posts but videos too).

Video course about keto diet for beginners

Unlike the classic pillar page, Diet Doctor’s guide goes into enough detail for anyone who is casually researching the keto diet. But it also links to further resources for anyone who’s interested in doing additional research.

Takeaway

Pillar pages need not always just be text and links. Make it multimedia: You can add videos and images and even link to your own multimedia resources (e.g., a video course).

Excerpt of Wine Folly's beginner's guide to wine

Key stats

Estimated organic traffic: 5,600
Backlinks: 2,800
Referring domains: 247

Overview of Wine Folly's beginner's guide to wine in Ahrefs' Site Explorer

Wine Folly is a content site devoted to wine knowledge and appreciation. Its pillar page, as expected, is about wine. 

Why I like it

Wine Folly’s pillar page is a classic example of a “hub and spoke” style pillar page—split into multiple sections, with some supporting text, and then internal links to other resources that support each subsection. 

Supporting text and links to other resources

This page doesn’t just serve as a pillar page for ranking purposes, though. Given that it ranks well and receives quite a significant amount of search traffic, the page also has a call to action (CTA) to Wine Folly’s book:

Short description of book; below that, CTA encouraging site visitor to purchase it

Takeaway

While most websites design pillar pages for ranking, you can also use them for other purposes: capture email addresses, sell a book, pitch your product, etc. 

Excerpt of A-Z directory of yoga poses

Key stats

Estimated organic traffic: 11,100
Backlinks: 3,400
Referring domains: 457

Overview of Yoga Journal's A-Z directory of yoga poses in Ahrefs' Site Explorer

Yoga Journal is an online and offline magazine. Its pillar page is an A-Z directory of yoga poses.

Why I like it

Yoga Journal’s pillar page is straightforward and simple. List down all possible yoga poses (in both their English and Sanskrit names) in a table form and link to them. 

List of yoga poses in table form

Since it’s listed in alphabetical order, it’s useful for anyone who knows the name of a particular pose and is interested in learning more. 

What I also like is that Yoga Journal has added an extra column on the type of pose each yoga pose belongs to. If we click on any of the pose types, we’re directed to a category page where you can find similar kinds of poses: 

Examples of standing yoga poses (in grid format)

Takeaway

The A-Z format can be a good format for your pillar page if the broad topic you’re targeting fits the style (e.g., dance moves, freestyle football tricks, etc.).

Excerpt of Atlassian's guide to agile development

Key stats

Estimated organic traffic: 115,200
Backlinks: 3,200
Referring domains: 860

Overview of Atlassian's guide to agile development in Ahrefs' Site Explorer

Atlassian is a software company. You’ve probably heard of its products: Jira, Confluence, Trello, etc. Its pillar page is on agile development.

Why I like it

Atlassian’s pillar page is split into different topics related to agile development. It then has internal links to each topic—both as a sticky table of contents and card-style widgets after the introduction: 

Sticky table of contents
Card-style widgets

I also like the “Up next” feature at the bottom of the pillar page, which makes it seem like an online book rather than a page. 

Example of "Up next" feature

Takeaway

Consider adding a table of contents to your pillar page. 

Excerpt of Muscle and Strength's workout routines database

Key stats

Estimated organic traffic: 114,400
Backlinks: 2,900
Referring domains: 592

Overview of Muscle and Strength's workout routines database in Ahrefs' Site Explorer

Muscle and Strength’s pillar page is a massive database linking to various categories of workouts. 

Why I like it

Calling it a pillar page seems to be an understatement. Muscle and Strength’s free workouts page appears to be more like a website. 

When you open the page, you’ll see that it’s neatly split into multiple categories, such as “workouts for men,” “workouts for women,” “biceps,” “abs,” etc. 

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Workout categories (in grid format)

Clicking through to any of them leads us to a category page containing all sorts of workouts:

Types of workouts for men (in grid format)

Compared to the other pillar pages on this list, where they’re linking to other subpages, Muscle and Strength’s pillar page links to other category pages, which then link to their subpages, i.e., its massive archive of free workouts.

Takeaway

Content databases, such as the one above, are a huge undertaking for a pillar page but can be worth it if the broad topic you’re targeting fits a format like this. Ideally, the topic should be about something where the content for it is ever-growing (e.g., workout plans, recipes, email templates, etc.).

Excerpt of Tofugu's guide to learning Japanese

Key stats

Estimated organic traffic: 39,100
Backlinks: 1,100
Referring domains: 308

Overview of Tofugu's guide to learning Japanese in Ahrefs' Site Explorer

Tofugu is a site about learning Japanese. And its pillar page is about, well, learning Japanese.

Why I like it

This is an incredible (and yes, ridiculously good) guide to learning Japanese from scratch. It covers every stage you’ll go through as a complete beginner—from knowing no Japanese to having intermediate proficiency in the language. 

Unlike other pillar pages where information is usually scarce and simply links out to further resources, this page holds nothing back. Under each section, there is great detail about what that section is, why it’s important, how it works, and even an estimated time of how long that stage takes to complete. 

Another interesting aspect is how Tofugu has structured its internal links as active CTAs. Rather than “Learn more” or “Read more,” it’s all about encouraging users to do a task and completing that stage. 

CTA encouraging user to head to the next task of learning to read hiragana

Takeaway

Two takeaways here:

  • Pillar pages can be ridiculously comprehensive. It depends on the topic you’re targeting and how competitive it is.
  • CTAs can be more exciting than merely just “Read more.”
Excerpt of Zapier's guide to working remotely

Key stats

Estimated organic traffic: 890
Backlinks: 4,100
Referring domains: 1,100

Overview of Zapier's guide to working remotely in Ahrefs' Site Explorer

Zapier allows users to connect multiple software products together via “zaps.” It’s a 100% remote company, and its pillar page is about remote work. 

Why I like it

Zapier’s pillar page is basically like Wine Folly’s pillar page. Break a topic into subsections, add a couple of links of text, and then add internal links to further resources. 

In the examples above, we’ve seen all sorts of execution for pillar pages. There are those with custom designs and others that are crazily comprehensive.

But sometimes, all a pillar page needs is a simple design with links. 

Takeaway

If you already have a bunch of existing content on your website, you can create a simple pillar page like this to organize your content for your readers. 

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Keep learning

Inspired by these examples and want to create your own pillar page? Learn how to successfully do so with these two guides:

Any questions or comments? Let me know on Twitter.  



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