The Ultimate Shopify & Teespring Facebook Marketing Guide for Beginners

After spending almost $250,000 on Facebook Marketing for my businesses and setting up over 3,000 campaigns, there’s a tonne of info I can share with those that want to learn Facebook Marketing. Especially in the ecommerce industries such as Shopify and Teespring.

This Facebook Marketing Guide is for people that have never ever seen or used the Facebook advertising platform before OR have used the platform but just haven’t been able to crack the code. I get a tonne of questions that revolve around the basics and I want to make a mega guide to get everyone from beginner to amateur to pro real quick.

I’ll be making an advanced guide somewhere down the line but for now, this one’s for the absolute Facebook Marketing Beginner.

Contents of this post are the following,

  1. Preliminaries: Facebook Pages, Newsfeed ads, Tracking Pixels and Selecting your Facebook Marketing Objective
    1. Facebook Page
    2. Selecting Newsfeed Ads Only
    3. Selecting Your Ad Objective
    4. Facebook Tracking Pixels
  2. The Winning Facebook Combination
    1. The Facebook Ad
    2. Your Facebook Targeting
  3. Illustrating by an Example
  4. Facebook Marketing data and how to Decipher it
  5. How much to spend during the test phase
  6. Facebook Marketing for Beginners Round Up

1: Preliminaries: Facebook Pages, Newsfeed Ads, Selecting your Ad Objective and Facebook Tracking Pixels

I thought I’d bunch all these together to just get them out of the way. They’re not as important as people think and I don’t want people obsessing about them

Your Facebook Page

You can’t advertise on peoples Newsfeeds without a Facebook Page. I don’t know why Facebook made it this way but it is what it is.

The only reason my FaceBook Page exists for my webstores is for Facebook to allow me to advertise on newsfeeds. If they didn’t have this rule, I wouldn’t have made one.

My Facebook Page name is really generic. Something like FunTree or ‘Cool Stuff’ etc will do just fine. This is because I test and launch many different products in a variety of different niches.

BUT, if you’re building a long term store which is in a particular niche then by all means name it your brand.

For my Facebook store, I took 10 minutes to make a profile pic, add a cover photo and bam, I’m done. I’ve been using the same generic Facebook page since Teespring days to launch my dropshipping products. I’ve had success selling iPhone battery boosters to T shirts to art canvases to mugs. All on the same page.

Here’s a sample page you can check out,

https://www.facebook.com/FunTree-1167535766600921/

Screen Shot 2017-01-26 at 9.19.25 AM

 

Selecting Newsfeed Ads Only

Facebook has multiple distribution channels they call ‘placements’ you can choose to advertise on.

In my experience ONLY Newsfeed ads, (Facebook Feeds), have been profitable so I uncheck all the other options.

Uncheck Instagram and uncheck Right column ads.

For Device Types, leave it as is. Majority of my sales come from mobile believe it or not but some come from desktop too so I let FB optimise this for me.

 

Screen Shot 2017-01-25 at 4.36.34 PM

 

Selecting Your Ad Objective

Facebook allows you to choose an ‘objective’ to centre your ad around. This allows FaceBook to optimise it’s algorithm to find these types of people and send them to you.

This option is available as soon as you click the ‘create ad’ button

Screen Shot 2017-01-25 at 4.42.46 PM

This may all seem very confusing but I’ve used the same objective to sell products, collect leads, send people to my website, gain likes and more.

And that is the very first one, ‘Boost your Posts’ or also known as Post Page Engagement, (PPE).

Why do I select this?

Because 3 years ago when I was a Teespring baby, there was a huge Teespring marketer I was in contact with. He did 2-3 million in sales and told me he used PPE posts all the way.

So I followed his advice and well…I got the same results. Huge Teespring Campaigns.

There’s different schools of thoughts on this and you’ll find people swearing by PPE or ‘Increase Website Conversions’ or ‘Get more views’. Whatever you select, if you have a killer product and the right targeting then it will not matter.

People will jump over walls to get their hands on your product.

Bottom line, use PPE unless you’re feeling experimental.

FaceBook Tracking Pixels

FaceBook Tracking Pixels are just a piece of code you paste on your website that alerts FaceBook when a certain action has occurred.

FaceBook will give you  pixel which you can use for your shopify store, Teespring account or even within your blog.

For Example, in your Shopify Store Settings there’s a small section you can paste your snippet into which will trigger everytime you make a sale.

But make sure when creating your campaign on FaceBook, on the last section you ‘check’ the option to track conversions.

Screen Shot 2017-01-25 at 5.25.57 PM

For some stupid reason FaceBook unchecks it by default. Why FaceBook, why would you do that..

2: The Winning Facebook Marketing Combination

FaceBook Marketing is made up of predominantly 2 components, (if we’re just talking within the platform, not including landing pages, etc).

  1. The Facebook Ad
  2. Your Facebook Targeting

1: The Facebook Ad

Your FaceBook Ad can be a simple image or an elaborate video. Both do well depending on the type of product or service you’re promoting

For example, I’ve used a simple image of a product to point people to a competition opt-in page where they need to provide their email to enter.

Screen Shot 2017-01-25 at 2.20.19 PM

I’ve also used a simple image to sell 10s of thousands of T shirts.

Screen Shot 2017-01-25 at 2.25.46 PM

I’ve used videos to define a product and it’s features a little better and add that ‘WOW THAT”S AWESOME!’ Factor. Something like the below,

Whichever piece of media it eventually ended up being, my goal was the same.

To allow the viewer to understand the whole product within 3-5 seconds of looking at it.

People browsing their FaceBook Feeds have a short attention span. We’re interrupting their precious daily browsing time which is usually just before work, during lunch or right after work with a product we want them to buy.

You better believe it, it has to be a damn good product if they were to forget they only got 30 minutes to spend on their lunch break and actually pull out their credit card to make a purchase.

2: Your Facebook Targeting

FaceBook targeting is something not many people understand which is the biggest thing they get wrong with trying to promote their product.

Targeting refers to selecting the audience that FaceBook will show your ad too. Now, although this might seem straightforward at first, there’s an art to it that will get you astronomically better results.

After some practice you’ll find this process being easy but if you’re a complete beginner, take some time to read and completely understand the following.

I’ll start with an example of what people usually do wrong.

Whether your using FaceBook Marketing for eCommerce or FaceBook marketing for general businesses and service promotion, the below will refer to you.

Say we’re advertising a dog wash service.

Selecting the below interests would seem like the logical thing to do right?

 

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Bottom right of the image tells us 26 million people are going to see our ad! How cool getting all that business! Seems like a good thing to do right? The more Potential reach the better?

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Nope! This is called ‘broad’ targeting and is a big no-no with FaceBook. There’s nothing wrong having a large potential reach but the interests selected must be ‘targeted’ or more commonly referred to as ‘laser targeted’. This means that he overwhelming majority of the audience you have selected must be those that have a high probability of being your customers.

Let’s think about that for a second, we selected the below interests,

  • Dog Lovers
  • I Love Dogs
  • Dogs

But we’re advertising a Dog Wash. Obviously, you need to actually own a dog to be able to use the service right?

I know plenty of people that love dogs but they don’t own one which means interests like Dog Lovers and ‘I love Dogs’ are although better than just ‘dogs’, aren’t targeted enough.

Let me also use my amazing photoshop skills to illustrate this further.

The below is an interest or audience pool that’s considered ‘broad’. Lets say it refers to the general interest ‘dogs’ that we selected in our FaceBook targeting image above.

Screen Shot 2017-01-25 at 3.04.00 PM

This interest is considered broad because it’s a mashup of people that like dogs, have friends that have dogs, are dog owners themselves, have seen cute dog videos and have liked the general ‘dogs’ page, etc, etc.

Basically, although it may have a small handful of people that actually own dogs, it has a larger number of people that don’t and thus are not your potential customers, (white stick figures).

Why does this matter?

Because FaceBook will penalise you on showing your ad to people that aren’t interested or don’t engage with your ad.

Oooooo bet you didn’t know that!

When FaceBook shows your ad to 1,000 people and only 3 people ‘like’ the ad, you’ll be paying a lot of money for each of those likes compared to FaceBook showing your ad to 1,000 people and 100 people engaging/liking your ad.

So our goal is to increase the engagement level as much as we can so FaceBook will say “oh, these guys are actually making content that are getting our users to engage and keep FaceBook active. Let’s reward them with cheap clicks and likes”

There’s more complex theory behind this but on the surface, this is how it works.

This is why we go for laser targets like the below,

Screen Shot 2017-01-25 at 3.14.17 PM

Interests like ‘Dog Owner Club’, ‘dog walking club’, ‘dog owners of New York’ etc would also be great choices.

Logically speaking people connected to dog rescue groups would be way more into dogs then people connected to the general ‘dog’ page right?

Our audience pool would now look something like this,

Screen Shot 2017-01-25 at 3.12.59 PM

See all those happy Green people just waiting to be advertised to?

Now when FaceBook starts showing your ad around to the selected audience pool it’s going to see a way higher engagement which means way cheaper clicks for you.

Cheaper clicks mean’s more customer enquiries which mean’s more sales which mean’s your Facebook campaign is actually profitable!

No point spending money on FaceBook if it’s not bringing you a positive return.

Laser targeted interests usually are interests that fall under niche magazines, websites, fan groups, shops, stores, associations, events, clubs, etc

So if we’re selling horse pendants these are the types of interests we would select,

  • Horse Magazines
  • Yearly Horse Events
  • Horse toys and food supply stores
  • Horse clubs
  • Horse associations
  • Horse owner discussion forums
  • Horse keeping websites
  • etc

If I were to plug this into FaceBook we’d get,

Screen Shot 2017-01-25 at 3.22.49 PM

Although the reach isn’t as big compared to the general ‘horse’ interests, you’re going to reach way more potential customers at way better price and that’s what matters.

No point spending $100 and getting 1 customer and being at a loss when you can spend $100 and get 10 customers and be at a profit.

You’re not going to continue advertising if you’re at a loss are you? So even if your audience size is in the millions it isn’t going to matter since we’ll cancel our ad.

Better to reach 300,000 customers and be in profit than reaching 10,000, being at a loss and cancelling your ad campaign because no ones clicking through.

Don’t be dumb with your money.

Ok, so to summarise so far, FaceBook Advertising is made up of 2 main components

  • The FaceBook ad: Image or Video but the audience must be able to digest it within the first 3-5 seconds).
  • FaceBook Targeting: Must be Laser Targeted interests as mentioned above so FaceBook won’t penalise you by charging you through the roof. Could be the difference between paying $5 per like or 5 cents. Or getting 100 customers to your website for $100 as opposed to only 10 for the same $100 spend.
  • The Two Above mentioned components are GOLD. If you master and internalise this, you have cracked FB, no need to buy another course. Ever.

Let’s look at another Good Facebook Marketing Example

Say you want to market the below product, (first thing I came across on Aliexpress)

Screen Shot 2017-01-25 at 3.33.01 PM

I would consider this to be a pretty clear product. No need to make a video or add any more elements of marketing. So what would the final ad look like?

 

Screen Shot 2017-01-25 at 3.38.14 PM

That’s it! Simple isn’t it?

I’ve made a career out of keeping things simple. How long did it take you to read and understand the above product? 5 seconds? Not long I bet. That’s the point.

Too many times I’ve seen people advertise long stories on my newsfeed with a bunch of pictures. Most of the time I get bored after 3 seconds or something else catches my attention and I continue scrolling down.

Now what about interest targeting?

This is would you should not do

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Why are these bad FaceBook Marketing Interests?

Because they’re way too broad!

People connected to Harry Potter would be people like me. I’ve seen the movie, I like a couple of them but no way do I like it enough to buy that shirt.

Even Hermione Granger is too broad because she’s too much of a popular character.

This is what you should do

Screen Shot 2017-01-25 at 4.07.19 PM

I don’t really know who those characters are but I bet a more serious fan would.

These characters are unpopular which make them GREAT targets because only true fans would know who they are.

It’s like selecting Jack Dempsey over Muhammed Ali. Every Man and his dog knows who Muhammed Ali is so although he’s a great athlete, he’d make a crap FaceBook target when trying to sell boxing gear.

Go for lesser popular boxers that only true fans that appreciate the art would be connected to.

Remember we’re looking for audience pools with more green stick figures so keep your targeting tight no matter how enticing it may feel to add larger interests and add to your potential reach.

4: Facebook Marketing Data and how to Decipher it

FaceBook gives you a tonne of data about your FaceBook campaigns. Spending hours to understand every element is not necessary so we’re just going to focus on the main points,

I would say these are the most important pieces of data to look at,

Screen Shot 2017-01-25 at 4.56.14 PM

From Order of Importance,

  1. Sales, (Obviously if you’re generating more sales then costs, screw what the data says, keep spending!)
  2. Cost per Unique Click, (Third Column), I aim for clicks under 50 cents. Usually my profitable campaigns at their peak will be costing me somewhere around 5-15 cents per click. The value you see above is averaged across the starting, middle and end phase of the campaign when it was dieing so is a little higher than what I would have wanted. This is one of the most important pieces of data I look at. Basically my formula goes something like,
    1. Spent $3, less than 3 unique clicks? End Campaign
    2. Spent $5, less than 7 unique clicks? End Campaign
    3. Spent 1 x profit margin, no sales? End Campaign.
    4. Getting cheap clicks to our website is a must. If we’re spending $1 per person to visit our site and our on page conversion rate is 5%, (which is actually on the higher end). That means we need 20 people to visit our site before we make a sale. So unless your product gives you a whole $20+ profit margin, you’d need to end the campaign.
  3. Frequency, This number gives us an indication of how many people viewed our ad. If it’s floating around 1.0 that means that most of the people FaceBook has distributed our ad to have seen your ad only once, ie, for the first time. If it’s at 1.86 like our above screenshot, that means that 86% of the people are now seeing the ad for the second time thus, it’s losing it’s effectiveness. Basically the higher this number, the closer to the end of your campaigns life cycle it’s going to be.
  4. Rest of Data isn’t that important. Of course you want to know the amount of purchases or the cost per purchase but these can be easily tracked by just going to you shopify store and/or monitoring spend vs revenue.

Important: One thing I want everyone to be aware of is that FaceBook actually has major tracking issues. Although the above campaign shows 22 purchases, I actually recorded over 50 purchases on my Shopify store.

Also, even though the unique clicks are around 1,100, I received close to 3,000 clicks according to google!

So be aware that certain pieces of data are inaccurate.

Further to all this, there are also things like shares, comments and likes you can look at.

In my experience, ‘shares’ get more weight over ‘likes’ so if your getting a lot of social shares on your ad, that’s a great indicator to FaceBook that your ad is doing well.

You can also go through comments and see what people are saying. Are you just getting people tagging others or are they also saying things like “omg we should so get this” or asking you where to purchase it from, etc?

5: How Much to Spend During Test Phase

I actually keep my testing short and sweet. I’ve maximised my process to focus on increasing the number of products I test as opposed to picking one and hammering at it till it works, (which 99% of the time doesn’t work)

Some products are made for FaceBook, some are made for other traffic sources.

FaceBook is a platform that depends on an element of being viral to be successful. It’ll be real tough to sell a product that’s boring like plain white bed sheets or car tyres.

Anyway, I keep my testing at $5/day and monitor it at different stages of its spend.

Like I said, I aim for cheap clicks to my website so if I’ve spend $5 and I’m getting $1+ clicks, I end the campaign.

That’s how my math works.

Think about it,

If your on page conversion rate is 2.5%, (average), this means you need 40 people to your site till you make a sale.

So if we’re making $10 profit per product we can only afford to spend,

$10/40 = 25 cents or less on our unique click costs.

Paying more than that means we’ll be running at a loss which will be a waste of money.

No point spending $20 to get make $10 back. That would be dumb and we’re not dumb. We’re smart.

Ofcourse FaceBook will optimise the type of people it sends you to suit your objective which over time will lower your unique link click cost but there’s no way it’s going to lower $1 link clicks to 25 cents.

Maybe 60 cent clicks to 25 cents but not $1.0

6: Facebook Marketing for Beginners Round Up

Phew, that was a lot to get through and the crazy thing is we’re just scratching the surface.

Although this is enough to get you started, there are different steps you need to take once your campaign is actually showing you signs of profitability.

This will be covered in a more advanced guide which I’ll paste below once I’m done with.

For now, internalise the above and start spending money on testing.

If you’re doing dropshipping, make it a point to launch 100 campaigns before you read another guide that’ll just confuse you.

The above FaceBook Marketing guide has generated Millions of Dollars in Sales. I’m not exaggerating. It sounds simple but it’s true.

Any successful business comes down to a simple process that’s replicated x amount of times.

This is that process.

All the best amigos!

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Written by Mateen