Direct Response Advertising Roadmap (Shopify Tutorial 10/20)

Hey. Ezra back with you and I wanted to show you my advertising road map. This is how we are successful with purchasing advertising online to our Shopify store. It all starts with the goal, right? What are you trying to achieve? We’ve kind of gone over that and I’ll go over that in just another minute. Then once you know what you want … Now, for us obviously what we want is our first sale, but once you know what you want, then it comes down to targeting. Who are you putting your message in front of? Then it’s actually creative, meaning the message you put in front of them, and then it’s optimizing and trying to do a better job going forward. Just do that over and over.

I’ve got some core principles of advertising. The first is that successful advertising goes from wide to narrow, meaning you start with a lot of different stuff as you’ll see, and then you figure out what works and you do more of what works. Finally everything hinges on targeting. If you put your message in front of the wrong group of people, then you’re not going to be successful. The people that you put your message in front of or you put your advertisement in front of, have to be actually be interested, right? They have to actually be interested in what you’re offering them so we’re going to talk about who we might target and some best practices for figuring out who might be good people to put our advertisement in front of. Then we’ll look at what we should actually put in front of them.

We’ve already worked on our offer page, our offer page that we’re sending people to, our shopping cart, our store, making sure that’s all ready for people to view it. It’s all optimized for conversion. Now, I want to make sure that we’re clear on our goal. Your goal is really lead generation. You’ve got exit intent hopefully on your website, and if people come and they don’t buy you’re trying to get their e-mail address. Full-price sales, so actually generating that first sale and beyond. Building a community and building your brand and generating repeat customers. That’s really what we’re going for in this course. In the next video we’re going to actually talk a little bit about Facebook advertising because everything that we’re going to be doing in the targeting section of Facebook lives on the ad set level.

The way Facebook is set up is you have campaigns and inside of those campaigns you have ad sets and inside of those ad sets you have ads. All this will make a little more sense as we continue to move forward but for now, we’re going to be focusing on the targeting portion of Facebook, figuring out who we want to target for our ads. I’ll see you in the next video. We’ll discuss the Facebook platform, how we should be targeting and then we’ll actually start building out some groups of people that you can put your message in front of. I’ll see you there.

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