ECommerce Advertising - Facebook, Google, Instagram, Pinterest

9/16/2016
eCommerce Advertising | Facebook, Google, Instagram, Pinterest
eCommerce + Paid Trafc: How Ezra

Firestone Turned $434,256.72 into
$1,422,500.15 in 30 Days Using
Facebook, Instagram, Pinterest, Google
and Shopify
Want a step-by-step processand all the

tools you'll needto make more sales and
profit from your ecommerce store? Become
a Certified Ecommerce Marketing Specialist and
build out your ecommerce ecosystem today.
Learn more now.
September 14,2016 by
Ezra Firestone
93
Okay, lets get down to it.

Take a look at this
Between January 1,2016 and January 31,2016 one of my Shopify stores generated
$1,422,500.15 in revenue. (If you havent checked out my DigitalMarketer Lab Set
Up Your Shopify Store in a Weekend Execution Plan do it now!)

On Facebook & Instagram I spent $429,014.02.
http://www.digitalmarketer.com/ecommerce-advertising/?utm_source=newsletter-email-broadcast&utm_medium=email&utm_term=newsletter&utm_content=e...
1/45
9/16/2016
Of that $429,000 only $22,000 of it was spent on Instagram.
We had to slow down our growth rate a bit in order keep our supply chain
functioning, so we cut Pinterest Ads off in mid November. As you can see here we
$0 in spend for January.
We spent $5,242.70 on Google. We also had to cut Google in mid November to slow
things down a bit, but left a few campaigns running so we did get in some ad spend
with Google in January.
2/45
9/16/2016
And heres how the numbers actually breakdown of the numbers for my store from
January:
Total ad spend: $434,256.72

Total revenue generated: $1,422,500.15
Total initial profit before ad spend: $810,825.08
Total initial profit after ad spend: $376,568.36
3/45
9/16/2016
Shopify actually shows $1,430,007.92 in revenue which is $8k higher than Google
Analytics.
I have a few companies that do multiple 7 figures a year, but this one is the biggest.
Let me tell you a bit about it.
BOOM! is the first pro-age cosmetic line for women of every generation. Its a pareddown skin care and cosmetics company that I created with my business partner,
Cindy Joseph.
4/45
9/16/2016
We created BoomByCindyJoseph.com to sell our products and increase awareness

of the Pro-Age Revolution, a movement focused on shifting the anti-age perspective
of our society to a pro-age perspective. We have gotten an incredible response from
the pro-age community and women of all ages, especially those who identify as
Baby Boomers.
Ive been focusing my attention on eCommerce for the last decade, and as a result
Ive gotten very good at it. There are three areas that Ive especially mastered and
are the focus of todays post:
Generating visibility
Creating conversions
Engaging customers in a conversation that turns them into repeat
customers
Thats the secret sauce, by the way: traffic and conversion are great, but what really
kicks a business into high gear is repeat business.
In this article Im going to show you my exact ad campaigns, sales funnels and
engagement sequences that are making me over $1 million dollars a month. I hope
you will then copy them and use them in your businesses. (Seriously, thats what you
should do.)
Lets get started.
The Big Four

First we have to fix your traffic problem. Dont be embarrassedmost people have
an offer and traffic problem.
The main problem I seetime and time againis most people dont have a
consistent and scalable visibility source in place for their business.
There are 3 main problems people have when they attempt to generate visibility for
their businesses (i.e. when they buy traffic), and Im going to share them with you in a
minute. But first lets take a look at the traffic landscape.
The first thing youll spot on the traffic horizon is what I call traditional, query
based traffic sources.This is the traffic that I grew up on. Check out this video:
Ecommerce Marketing: Query Vs Contextual Marketing
5/45
9/16/2016
Query based means people type in a search term (a query) and are then
shown an ad relevant to their search, like on Google. And there are other
query based traffic sources out there, too.
As an advertiser, you get to choose which search queries you bid on and show your
ads for. Its a fantastic form of advertising because, since you know what the person is
looking for, you can show them a relevant offer.
They have already decided they want that kitchen organizer thing that organizes
other kitchen organizer things, and theyve gone looking for it (searched on Google),
so all you have to do now is show them some pictures of your product and a
describe it to them and give them a way to buy it.
And its fantastic traffic when you can get it.
Heres the problem: its generally pretty expensive, and its limited. There are only so
many folks out there searching for kitchen organizers
Next you have contextual advertising.
Contextual advertisingwhere you choose whom you want to target with your
ads based on context.
When I got started, contextual advertising wasnt so great because you really only
had one data point on each person, which was whatever web page they were visiting
at the time. For example, if they were visiting a page about cats, you could show
them an ad related to cats. Thats as advanced as it got in those days.
In the last 10 years, multi-data point contextual targeting has caused a seismic shift
in online advertising, making it so much easier for business owners to reach highly
targeted groups of customers. We now have access to thousands of data points on

any one person, and we can combine these together to create audiences of people
that we think will be receptive to certain content and offers.
We have demographic data points available to us
age range
gender
6/45
9/16/2016
gender
ethnicity
relationship status
housing status
along with behavioral & interest data points like past purchase history and what
movies they like.
There are only 4 significant places to buy this information and put messages in front
of users. I call them The Big Four:
Ecommerce Adveritising: The Big Four
1. Google (Google
Search, Google
Shopping, YouTube,
Google Display
Network and more),
which offers both
query-based and
contextual targeting.
2. Facebook, which
offers contextual
targeting.
3. Instagram (owned by Facebook), which offers contextual targeting
7/45
9/16/2016
4. Pinterest, which offers a combination of query-based and contextual

targeting.
Outside of The Big Four, there are other channels to purchase visibility like Amazon.
Other comparison shopping engines, other social networks like Twitter & LinkedIn.
Content networks like Outbrain and Taboola, and more.
All of my businesses focus almost exclusively on The Big Four, and I cant think of a
single business model where one of the 4 wouldnt have the potential to be your
main traffic source.
A quick aside: you should always hold the goal of having more than one working
source of visibility.
If you are 100% dependent on a single source of visibility, you put yourself at serious
risk. When I got started in eCommerce, drop-shipping was the name of the game,
and organic traffic (via Google SEO) reigned supreme.
Eventually, Google grew tired of people manipulating their algorithm, so they
released a series of updates making it harder to game their system and
manipulate the organic search rankings of web pages.
It struck a devastating blow to drop-ship eCommerce. Half the business owners I
knew (Im talking six- and seven-figure operations) were out of business overnight
because their one source of visibility had dried up.
These days, private labeling is all the rage, and Amazon has been crowned king of
the traffic jungle. But business owners who depend solely on Amazon put
themselves in the same vulnerable position as the drop-shippers who relied only on
SEO.
That may sound like a real downer to you, so let me balance it out with some good
news: once you get one source of visibility working, its easier to get more
working.
But I digress. Lets get back to the story at hand. Now that you know the landscape
of the traffic world, lets talk about the main problems keeping traffic-buyers from
being profitable.
Big Four Trafc Problem #1: Targeting Too Broadly

If you put your message in front a group of people who are not interested in your
offer, you shoot yourself in the foot at the very start.
The success of your advertising hinges on your targeting. There are now so many
options and data points, and the potential pool of people is so big, that its very
common for people to create target audiences that are much too general.
The key with targeting is specificity.
Youre like an archer honing in on the bullseye: you dont care about all the stuff
8/45
9/16/2016
Youre like an archer honing in on the bullseye: you dont care about all the stuff
outside your very tight focus, youre aiming for a very specific and highly-leveraged
goal (the one that scores you the most points). In this analogy, your target audience
is your bullseye its where you can direct your message to get the most highlyleveraged results, and the most profit!
Unlike an archers target, however, your bullseye is not going to be outlined for you
in red paint. So the next thing you have to do is test A LOT of interests, groups and
behaviors. From there, you follow the scent, meaning you see what works and then
do more of that.
You have to be willing to test. Ill tell you more about the exact types of targeting we
use later in this case study.
Big Four Trafc Problem #2: Selling The Click

Its not enough to target the right people you also have to capture and hold their
attention long enough for them to consume the content of your ad and decide they
want to click on it.
One cool trick we use for this is The Rule of Upper and Lower Thirds. These are lines
of text that we lay over our images to create an additional headline in our ad. (Note:
on some networks, like Facebook and Instagram, the text cannot take up more than
20% of the image.)
We also use faces in our ads. In our market, we have found that advertisements
containing a persons face tend to perform better than advertisements without one.
Yet another tactic we use is to cartoon-ize our ads. And most of our ads stack
these elements. For example, well have a persons face, drawn as a cartoon, along
with a lower third of text.
You want your ad to catch peoples attention, but not to the extant that the ad is no
9/45
9/16/2016
You want your ad to catch peoples attention, but not to the extant that the ad is no
longer relevant to your offer page. If you use a picture of lips (because people really
like to click on ads with lips on them for some reason), but you send folks to a page
about cats, its just not going to work.
You must ensure that your ad text and imagery is congruent with the landing page it
sends people to. This is known as Ad Scent, and you can learn more about it from
this post.
(RELATED: Perpetual Traffic Episode 12: The Perfect Cold Traffic Ad: Ad
Scent, the One-Two Punch, and the Guard Down Trick)
Big Four Trafc Problem #3: Post Click Engagement

Okay, so you
targeted someone
with an ad you
piqued their curiosity
and they clicked
on it
Now you have to
actually engage that
person in a
conversation they are
interested in, and
convince them to do
business with you.
This is the meaty part
of driving traffic (even
if youre selling spirulina powder).
Now you must elicit a yes to consuming your sales message and a yes to
purchasing your product.
eCommerce is about flow, and you need a yes at every step to make it work: Yes,
I will view your product and read the description; yes I will add it to my cart; yes I will
continue to billing, and so on until youve made the sale.
This is where the sales funnel comes in.
A sales funnel is an eComm lingo term for a series of web pages that you
send people through in a specific order to elicit a specific response. In other
words, its a deliberate sequence of engagements designed to get people to
say yes to your offer.
(RELATED:How To Architect The Perfect Conversion Funnel For Your Business)
http://www.digitalmarketer.com/ecommerce-advertising/?utm_source=newsletter-email-broadcast&utm_medium=email&utm_term=newsletter&utm_content...
There are a number of effective sales funnels, and most businesses use more than
10/45
9/16/2016
There are a number of effective sales funnels, and most businesses use more than
one at a time. When it comes to buying visibility for a business, you need to get at
least one to work.
The purpose of that essential first sales funnel is for front-end customer acquisition.
That means your funnel takes prospects from a traffic source, engages them in a
relevant conversation, and holds their attention long enough for them to become a
customer.
Once you have that one sales funnel working and a steady flow of customers coming
in, you can add more.
I have tried dozens upon dozens of sales funnels over the years, and I keep coming
back to one specific model that works for every business and every market Ive ever
tried.
It is the core acquisition model for all of my current businesses.
It just so happens that my million-dollar-per-month Shopify store also uses this
funnel.
95% of our paid visibility (traffic we buy) goes directly through this specific funnel
(NOTE: Want a step-by-step process and all the tools youll need to make more
sales and profit from your ecommerce store? Become a Certified Ecommerce
Marketing Specialist and build out your ecommerce ecosystem today. Learn more
now.)
The Dipsy Doodle and The Don Daliber

This isthe process and art of amplifying content as a means for generating interest in
a product or a service.
11/45
9/16/2016
Ecommerce Advertising: The Dipsy Doodle and The Don Daliber
Get Notifications
Heres what it looks like:
12/45
Get Notifications
9/16/2016
The main way this differs from traditional query-based advertising is that we are not
sending people directly to an offer page or product page. Remember, with
query-based advertising it is quite easy to send people directly to an offer page.
Since you know precisely what they are looking for, you can show them an offer for
exactly that thing. Now, if you intend to get contextual and social advertising to work
for your business, you need to add a step before you get to your offer.
We call this step a DIPSY DOODLE page. Essentially, it is a piece of content
(generally a written article or video) that engages the prospect in a conversation
about a topic relevant to them or a problem they have. At the end of the article, you
allude to a suggestion or solution which is your product.
To put it in NLP lingo, youre reversing the frame. Instead of chasing people with
13/45
9/16/2016
Heres how we do it for BOOM!
Get Notifications
To put it in NLP lingo, youre reversing the frame. Instead of chasing people with
an offer saying, hey, buy my stuff, you engage them with a piece of content saying,
hey, look at this cool article. That piece of content then mentions a relevant
product, and provides a link to check it out. So the customer ends up chasing the
offer, instead of the offer chasing the customer. They are interested in the article;
they consume the content; the content suggests your product; they click on the link
and end up on your sales page.
We target audiences of women (generally 45+ and in America) with this article on
Facebook, Google, Pinterest, etc
Heres an example of the some of ad creative we use:
14/45
When a prospect clicks on our ad, they land on an article page on our website titled,
5 Makeup Tips For Older Women By Makeup Artist Turned Super Model Cindy
Joseph.
This is our Dipsy Doodle pre-sell page.
We are engaging prospects in a conversation about a topic they find interesting, and
within the article we are alluding to a solution (our products).
Get Notifications
9/16/2016
15/45
Get Notifications
9/16/2016
We have a few interesting things happening on this page to supercharge its efficacy.
First, we are using exit intent software (also known as on site retargeting) called
Opti-Monkto make an offer to the people who land on the page and attempt to
leave without looking at our offer.
If someone lands on the page and attempts to scroll out of the window, we pop up a
Lead Magnet. Our goal is to collect email addresses of potentially interested parties
so that we can follow up and make an offer at a later date. Notice that the Lead
Magnet we use is another piece of content.
Heres what that looks like, when it pops up:
16/45
And here it is after youve submitted your email:
Get Notifications
9/16/2016
In this 30-day period we generated 6,553 new email leads from this one exit-intent
offer. These leads are added to a pre-purchase email automation sequence. We
follow up with them with additional content and offers with the intention of turning
them into customers.
17/45
9/16/2016
Its important to note that this is not an exit-pop up; its an exit intent offer. It opens
in the same browser window that they are already in; it does not pop up a new
browser window.
Exit pop-ups are not allowed by most advertising networks, but exit intent offers are.
You must make sure you are using exit intent rather than an exit pop-up if youre
going to be purchasing traffic as your front-end acquisition strategy.
Get Notifications
This pre-purchase email automation sequence was responsible for $44,817.99 of our
total revenue in January.
Here are some of the types of messages we send people whose emails weve
captured via an exit intent offer:
18/45
9/16/2016
Retargeting is another important element of this page. Inside of Facebook (and
Here is some of the ad creative we are using:
Get Notifications
Google, etc.), we have a retargeting audience of all the people who visited this page
and didnt buy. We follow up with these people using ads and Dipsy Doodle pre-sell
content generally another article or video.
Just the top part of the funnel, the followup thats included between exit intent opt
ins, and our retargeting produces about 20% of our revenue.
19/45
Get Notifications
9/16/2016
When someone sees our ad, clicks on it, consumes the content on the pre-sell page,
and clicks through to our offer, they land on our eCommerce store.
But thats not the only viable place for them to land. In your case, you might send
them to a long form sales page, a webinar opt in page, a product detail page You
get the picture.
The offer can be anything.
In my information marketing business, my main sales funnel uses Dipsy Doodle
articles to lead people to webinar opt in pages. In my SaaS business, I use Dipsy
Doodle pre-sell articles (in the form of case studies about the software itself) to lead
to long form sales letters about the software. Again, this is not just eComm specific;
the offer can be anything.
Since BOOM! is an eCommerce store, we send people to the main category page
on our store. From there they can consume information about our products and click
through to an offer page (product detail page). From a product detail page, they can
add the product to their cart.
Store Page:
20/45
Product Detail Page:
Get Notifications
9/16/2016
21/45
Get Notifications
9/16/2016
Shopping Cart Page:
22/45
We have the prospect on our cart page, and the next page they encounter in the
sequence is our checkout page. This page is the final yes we need from them.
Once theyve said yes to this page and filled in their billing and shipping
information They are officially a customer!
Get Notifications
9/16/2016
23/45
Get Notifications
9/16/2016
There are a couple of things about this page worth noting, and theyll help your
conversion rate on checkout pages:
We have multiple payment options (PayPal and credit cards).
We also have an abandon cart email sequence in place.
This means that when someone gets to the checkout page and enters their email,
even if they dont finish any more of the page, we store that information and add
them to an email sequence that attempts to get them to come back and purchase.
Not only do we store their email address but we also take note of the items that were
in their cart so we can communicate with them specifically about the items they were
interested in.
(RELATED: The Ultimate Guide to eCommerce Email Marketing)
Heres what that email sequence looks like:
The first email goes out 4 hours after they abandon.
In it, we ask them to return to their shopping cart, and we introduce some scarcity.
We move a very high volume of product, and as a result we sometimes run out of
stock, or have stock running a few weeks late (getting our supply chain in better
condition is one of our top goals for 2016, but thats another story).
24/45
9/16/2016
condition is one of our top goals for 2016, but thats another story).
Get Notifications
We use that fact as an opportunity to introduce some scarcity into our cart
abandonment email sequence, and ask people to finish their order before we run
out.
The next email happens 24 hours after they abandon, and is just another reminder
to place their order.
25/45
Get Notifications
9/16/2016
After 2 days, we send a social proof email designed to engage them with a piece of
content and get them back to our website.
26/45
Get Notifications
9/16/2016
On day 4 we begin a discount ladder. We found that people who were on the cart
abandonment list who hadnt purchased after 3 days were pretty much gone for
good, so we introduced a discount offer at the 4 day mark. This has significantly
increased the number of sales we get from our abandon cart email sequences.
27/45
Get Notifications
9/16/2016
On day 5 we send another social proof message, and on day 6 we send a time
constraint email letting people know that the discount opportunity will expire in 24
hours. This time constraint reminder email works very well.
28/45
Get Notifications
9/16/2016
After that we send a mix of content offers and promotions, but 90% of the revenue
generated from the abandon cart email sequence cycle happens within the first
week.
Okay, just as a reminder. Heres where we are so far in our funnel:
Were running an ad online and someone clicks on it
They land on a content engagement page
From there they click through to an offer page
29/45
9/16/2016
From there they click through to an offer page

On the offer page they add a product to their cart
They go through to the checkout page
Finally they complete their order
Normally youd send them to a post-purchase thank you page, but in our funnel we
do something a little bit different.
We add an additional set of offers as one click upsells. These are offers that can be
added to a persons order with a single click of a button. They land on a page that
makes an additional offer and they can either accept or decline that offer.
(RELATED: Customer Value Optimization: How to Build an Unstoppable
Get Notifications
Business)
Our goal with this page is to increase our initial average order value (AOV). The
higher the AOV for our store, the more we can afford to spend to acquire customers.
You can have one or more upsells in your funnel and even some downsells. Theres
no right or wrong way to do post-purchase one click upsells. Different things will
work in different markets. In general, you can expect to increase additional front-end
revenue by 15-30% by adding one click upsells to your funnel.
After they see our upsell sequence, only then do we take them to our post-purchase
30/45
9/16/2016
We have a video where we thank the customer for their order, tell them
what to expect, and ask them to like our Facebook page.
We have an incentivized social sharing widget where we ask all people to
share their purchase on social media or through email. We use a tool called
FriendBuy for this.
Get Notifications
After they see our upsell sequence, only then do we take them to our post-purchase
thank you page. I want you to notice a couple things about our post-purchase thank
you page:
At this point in the funnel, weve now driven traffic and converted a sale. The next
steps are to
Deliver on what was promised
Engage your customer with relevant content
Make additional offers
This will create repeat customers and increase your overall lifetime customer value. A
31/45
9/16/2016
This will create repeat customers and increase your overall lifetime customer value. A
great step in this direction is to have a dynamic and engaging post-purchase
automation sequence.
Heres an example of some of the emails we send to customers after they buy from
us:
Get Notifications
Immediately after their purchase, we send a thank you/welcome email.
Days 1-5 we send a few pre-arrival emails. These are designed to build excitement
32/45
9/16/2016
Days 1-5 we send a few pre-arrival emails. These are designed to build excitement
before the product arrives. Weve noticed that they increase reviews and reduce
buyers remorse and refunds.
Get Notifications
Days 6-11 we do a cross-sell sequence. We make offers for complementary

products. In this case, we use a long form video sequence (webinar) to make an offer
for a complementary product. These emails only go to people who have not yet
purchased that particular product.
On day 12 we introduce a social promotion in the form of a selfie request. We give

them a chance to win $100 by sending us a selfie of themselves using our product.
These are images we can use on our offer pages to increase our conversion rate.
33/45
Get Notifications
9/16/2016
On day 14 we send a survey request. This is a chance to get some written feedback
from our customers, and take note of any suggestions they might have for us. We
make sure each question has a comment box as the answer field.
We get SO much gold from this survey. We get insight into ideas for new products,
ways we can improve, etc. Its the best source of information we have for ways we can
serve our customers better.
34/45
Get Notifications
9/16/2016
On day 16 we send the incentivized video review email.
35/45
Get Notifications
9/16/2016
36/45
9/16/2016
We also have what are known as win back campaigns in place. Weve done cohort
analysis on our store and figured out when people are most likely to purchase again
and what they are most likely to purchase based on what they purchased in their
initial order.
So for example, if someone orders a BOOMSTICK Color from us, they are most likely
to order another BOOMSTICK color within 30 days. So, if someone orders
BOOMSTICK color and does not place another order within, say, 40 days, we have
automation set in place that triggers an email sequence to begin making offers for
BOOMSTICK Color.
Get Notifications
We also noticed that if someone orders any item, they are most likely to place
another order within 60 days. So if the 60 days go by and they have not purchased
again, we automatically put them on a discount ladder and begin making them
offers to come back and buy.
37/45
Get Notifications
9/16/2016
Funnel Page Features

Now I want toshow you a few instanceson ourStore Page, Product Page,
Shopping Cart pages that again you should really be copying.
First, we have another exit intent offer. In this case the exit intent offer is specifically
about the products. Its an incentivized opt in.
Were saying, Hey, give us your email address and well give you 10% off your order
38/45
9/16/2016
Were saying, Hey, give us your email address and well give you 10% off your order
right now. So, if someone is abandoning any of those pages we try to save the sale
by offering them a discount.
Because they have already shown interest in the products, we move on to making a
more aggressive offer rather than just asking if they want more content.
When they are only on the Dipsy Doodle pre-sell, they havent shown interest in the
products yet, which is why we only make a content opt in offer there.
Get Notifications
Pop Up:
Pop Up Thank You:
39/45
Get Notifications
9/16/2016
We had $249,000 in orders (about of total orders) in January from this coupon.
Second, we use ads to retarget people who visited these pages. You could retarget
them with product-specific ads, but we find it to be more effective to retarget them
with content. So if someone leaves one of these pages without opting-in, we also
retarget them with more Dipsy Doodle pre-sell content.
Now I want to point out a few conversion notes related to your offer page. The offer
page is the most important page in your funnel, because its where people make the
decision whether or not they are actually going to buy from you. Its where prospects
start to turn into customers!
We drive a lot of traffic and are constantly running split tests on our offer page, so I
want to show you a fewconversion features weve discovered the secret sauce on:
We have a hero shot of the product, a product description, and a product
sales videoall above the fold. People prefer to consume content in
different formats: some like to look, some prefer to watch, and others to
40/45
9/16/2016
Under our main product video we have what we call third party pitch
videos. These are essentially PR pieces that were done about our
product/brand. It always helps to have more than just us saying our product
is great. Arbitrary 3rd party pitches of our our product have proven to be an
excellent form of social proof.
Get Notifications
different formats: some like to look, some prefer to watch, and others to
want to read, so we cater to all media formats.
We have long form left-right content. You can scroll down the page and
consume content and images as you go. Theres also a call-to-action at the
bottom of the description so they dont have to scroll up to click add to
cart.
41/45
We have a very strong social proof section of the page that includes
traditional reviews as well as customer testimonial videos. These videos are
acquired by sending past customers to an incentivized video review page.
We email people after they buy and offer to give them a gift certificate to
our website in exchange for a video review of the product they just bought.
Get Notifications
9/16/2016
42/45
9/16/2016
So there you have it! That is a deep dive into some of the things we are doing to
generate over $1M per month on our Shopify store. Ive showed you everything from
our advertising campaigns and sales funnels to our conversion strategies and email
sequences. Thanks for reading, and I really hope you enjoyed it. Take what you like
and use it in your business, then let me know how it goes!
Get Notifications
We have a cross-sell section where we offer them additional products.
(NOTE: Want a step-by-step processand all the tools youll needto make more
sales and profit from your ecommerce store? Become a Certified Ecommerce
Marketing Specialist and build out your ecommerce ecosystem today. Learn more
now.)
43/45
9/16/2016
Have a question?
Not a DM Lab Member? Learn more here.
Get Notifications
Askthe DM team and7,944 other members in the DM Engage Facebook Group!
About Ezra Firestone

Ezra is the founder & CEO of SmartMarketer.com. He is also a partner in
BOOM! by Cindy Joseph and the companys head of digital marketing. He
owns a private network of eCommerce brands and regularly consults for
companies across the U.S and Canada. Ezra is also the founder of Zipify, a
Shopify app-creation company. Through Zipify, Ezra uses his expertise in
marketing, eCommerce and the Shopify platform to create practical
applications that help Shopify store owners grow their businesses. Ezra held
the rank of Brazilian Jiu Jitsu white belt for 18 years. We're pretty sure that's
a world record. He was recently promoted, and is waiting patiently for a
successor.
View all Posts by Ezra Firestone
44/45
Get Notifications
9/16/2016
45/45

ECommerce Advertising - Facebook, Google, Instagram, Pinterest

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

ECommerce Advertising - Facebook, Google, Instagram, Pinterest

Hochgeladen von

Copyright:

Verfügbare Formate

9/16/2016

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce + Paid Trafc: How Ezra

Want a step-by-step processand all the

Okay, lets get down to it.

Up Your Shopify Store in a Weekend Execution Plan do it now!)

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Of that $429,000 only $22,000 of it was spent on Instagram.

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Total ad spend: $434,256.72

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

We created BoomByCindyJoseph.com to sell our products and increase awareness

The Big Four

Ecommerce Marketing: Query Vs Contextual Marketing

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

targeted groups of customers. We now have access to thousands of data points on

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Ecommerce Adveritising: The Big Four

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

4. Pinterest, which offers a combination of query-based and contextual

Big Four Trafc Problem #1: Targeting Too Broadly

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Big Four Trafc Problem #2: Selling The Click

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Big Four Trafc Problem #3: Post Click Engagement

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

The Dipsy Doodle and The Don Daliber

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Ecommerce Advertising: The Dipsy Doodle and The Don Daliber

Heres what it looks like:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Heres how we do it for BOOM!

Heres an example of the some of ad creative we use:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

And here it is after youve submitted your email:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Retargeting is another important element of this page. Inside of Facebook (and

Here is some of the ad creative we are using:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Product Detail Page:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Shopping Cart Page:

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

From there they click through to an offer page

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Immediately after their purchase, we send a thank you/welcome email.

eCommerce Advertising | Facebook, Google, Instagram, Pinterest

Days 6-11 we do a cross-sell sequence. We make offers for complementary

On day 12 we introduce a social promotion in the form of a selfie request. We give