Module 8 - Analytics, Keywords and Trends; Facebook & Instagram Ads
We have a lot of ground to cover in this module. First we will look at Shopify Analytics. Then we will dive into Facebook Ads and Ad Manager. Finally, we will investigate how Google Keywords and Google Trends can help us create good product descriptions and maybe even find new products for our stores.
Analytics
Shopify's analytics and reports give you the means to review your store's recent activity, get insight into your visitors, and analyze your store's transactions. Once you start running Google Shopping Ads (see Mod 7) you will want to keep a close eye on Analytics inside your store to make sure your Google ad money is doing it’s job.
Terms:
CTR or click through rate: The CTR measures what percentage of people clicked on the ad to arrive at the destination site; it does not include the people who failed to click, yet arrived at the site later as a result of seeing the ad.
CPM or cost per thousand: The amount you pay for 1000 impressions of your ad delivered to the audience.
Facebook Pixel
The pixel is a piece of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.
Facebook Ads and Ads Manager
Ads Manager is the place to start when running ads on Facebook, Instagram, Messenger or Audience Network. It's a comprehensive tool for creating and managing ads. Ad Manager is also the place to track how well your ads are performing.
One of my favorite Facebook Gurus does a great job of explaining Facebook Ads, Rick Mulready. Watch his great Youtube video here.
This is an introduction only. Facebook Ads and Ad Manager is a course in itself! Watch Rick’s video and check the Resources page for other Facebook Gurus that I love.
Google Keyword Planner and Google Trends
So you’re thinking about adding embroidered hand towels to your product line? How are they trending? What are some great keywords that will sell them? The Google Keyword Planner will help you create some strong product descriptions. Google Trends will help you decide if embroidered hand towels are a good idea.
Remember…
This is a lot of information.
Work at your own pace and don’t get overwhelmed.
You have access to this class forever!
You can revisit these pages as many times as you like.
Your homework this week:
Visit the Google Trends page and assess your products. Which ones should you be promoting?
Visit the Google Keyword Planner and get some ideas for great product descriptions.
Familiarize yourself with Facebook Ad Manager. You may not be prepared to run an ad just yet, but peek inside and get to know the layout.