If you have already gone through the first and second part of the how to set up your ecommerce store series, give yourself a pat on the back for making this far! After you’ve learned about the basic logistics of setting up your ecommerce store and the in’s and out’s of AliExpress, it’s time to move on to our final part of the set up. The last part of the series will focus on Facebook advertising, and we will also share some ad strategies.
It’s important that you have your own Facebook page for your ecommerce store because you need it to advertise on Facebook. It also serves as a public profile for your online business, as well as creating a presence for users. It’s a platform where you can communication with your prospects and customers, building relationships with them. This is not to be confused by your Facebook personal profile, as it is only for individual use, and it’s not for advertising.
Be sure to have the following 3 things on your Facebook page:
1. A Call-To-Action Button
The call-to-action button is located underneath your cover photo. It gives you the ability to drive traffic to your online store with a “Shop Now” button. You should also use the cover photo to draw people’s attention, prompting them to click the button.
2. Use Your Facebook Page Insights
Insights tell us a lot about the people that visit your page. You can see who your followers are, their likes, your reach, number of page view, and a whole lot of other useful information.
3. Posting On Your Page
You don’t want to just stop right there after you’ve set up your Facebook page. You should post regularly to provide content and value. This can help increase your following, engagement, and organic reach. Your posts should align with what your brand is about. For example, if you are selling fishing gears, you can make a blog post about how a product changed this fisherman’s life.
Once you’ve created a Facebook Page, the next step is to install your Facebook Pixel. We know this sounds very complicated and techy, but it really isn’t. The Facebook Pixel is simply a little piece of code that you place on the backend of your store. It helps you track conversions from Facebook ads, optimize ads based on collected data, and build targeted audience. Your Facebook pixel is extremely important. It is a digital asset for your store and it provides insights on the activities of your store and performance of your ads. Based on the data that the Pixel collected, you can optimize your ads and create lookalike audiences that increases your chance of conversions. To install and configure your Pixel, we recommend using Shopify’s Native integration.
How To Install Facebook Pixel Using Shopify’s Native Integration:
- Inside your Facebook Ads Manager account, click the Ads Manager drop-down menu and select Pixels to view your Pixel.
- Copy your Pixel ID.
- Head to your Shopify Account, and select Preferences.
- Scroll down to the Facebook Pixel section, and paste your pixel ID.
- Click Save.
Facebook Business Account
After creating your Facebook Page and installing the Pixel, the next step is to create your Facebook Business Manager Account. This account is not the same as your Facebook Ads Manager account. Let us explain:
Facebook Ads Manager:
- This account gives you access to Facebook’s advertising platform for you to create and manage your ads
- You only have one ad account per store
- You can synchronize this account with your personal Facebook account
Business Manager Account:
- This account allows you to manage your Facebook Ads Manager account and Facebook Pages all in one place
- It’s more secured – you can manage access to the account and keep your business profile separated from your personal Facebook profile
- It gives you the ability to have more ad accounts under request
- It allows you to create a product catalog
And that’s it! We hope that you are proud of yourself for coming along this journey with us in setting up your ecommerce store. If you have followed all the previous steps in part 1, 2, and 3, you should be well on your way to get ready for your first sale. With that said, we will also share a quick and easy tip on how to do so.
Tripwire pricing is a very common offer strategy when it comes to ecommerce. It is one of the best ways to drive traffic to your store, and potentially get sales from it. Consumers can’t resist free products but at the same time, they can’t actually have it for free, because you won’t benefit anything from it. Therefore, in order for customers to be eligible to get an item for free, you need to charge them shipping.
For every item you give a way for free, you should charge $9.95 for shipping. This is a sweet spot number that we’ve found that works very well. If you have a higher end product that cost more, you can charge as high as $12.95 per item. You don’t want to go under $9.95 either because you need to maintain a healthy margin to afford advertising cost and profit from it.
Let’s look at an example. Let’s say you have this butterfly necklace and it cost you $4.28. This price includes the cost of the product plus shipping to your customer. If you use the tripwire method, you charge $9.95 for every butterfly necklace sold. That means your gross profit will be $5.67 ($9.95 – $4.28 = $5.67). This $5 difference is the exact number that we want. You want to aim to have your profit above $5 so you would have enough money to invest into advertising and pocket the leftover yourself.
To scale up your profit, if a customer buys two of your necklaces, you are charging them $19.90 ($9.95 x 2 = $19.90). That’s $9.95 shipping for every free item they buy. But now when you look at your cost, it did not double but would only go up a dollar or two. This is because the shipping charge that you have to pay to the vendor on AliExpress would not go up when you have more quantities. So whenever a customer buys two or more item, the margin would be greater and this means more profit for you to keep.
Here are 3 simple ad tips to get you started for Facebook advertising:
Video Ads – Nowadays, it’s so easy to do a video ad on Facebook. You don’t need any expensive camera equipment but just your phone to make one. Video ads convert better than just a normal ad because they can capture people’s attention right away. We recommend Quik, a free software to edit your videos.
2. Add Emojis – Some say that emoji is the new way people communicate online, and part of that is true. Using relevant emojis in your ad text adds more fun and make you stand out.
3. Use A Shortened URL – Using a shortened URL keeps your ad copy clean and easy to read. You don’t want a ridiculously long link to take up the entire ad copy space because no one would want to read an ad like that. We recommend using Tiny.ie to shorten your URLs.
In the final part of setting up your ecommerce store, we went over all the necessary items that you need to create on Facebook. Specifically, you should have a Facebook Page, Pixel, and a Facebook Business Account in place. We also shared a simple tip on how to get your first sale, which is tripwire pricing. We hope that this 3-part series helped you in setting up your ecommerce store and prepare your entrepreneur life ahead.