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Updates like cookie opt-ins, iOS14, and the General Data Protection Regulation (GDPR) are creating smaller audiences for advertisers to work with. As a result, eCommerce businesses and retailers with an online presence have to find newer, more effective ways to reach their target customers.
Smaller returns, audience pools, and ad budgets continued on popular advertising sites, with platforms like Facebook seeing a drop in average daily uses for the first time in 18 years.
Enter Shopify Audiences.
With its growing data pool and next-level targeting, Shopify Audiences is the saving grace brands have been searching for to reach new buyers.
In this post, we’ll dive into Shopify Audiences and reveal how it can help your business craft higher-converting ad campaigns. We’ll also offer practical guidance to make the most of a Shopify Audiences integration.
Shopify Audiences is an insights exchange network that gathers conversion-related insights from merchants on Shopify who have opted into the program.
From this data, Shopify employs machine learning to craft audience lists of U.S. and Canada-based customers for use on digital advertising platforms, like Facebook and Instagram (and more to come). You can also select items from your product catalogs to showcase in ads and gain an edge over pure-play Facebook and Instagram ad targeting.
Tapping into insights from the millions of opted-in Shopify merchants, allows brands to optimize their marketing campaigns’ targeting in ways that weren’t previously available on ad platforms. Plus, Shopify Audiences operates with trust and transparency at its core, boasting features like an opt-in/opt-out setup and a fair order attribution model (more on that later).
It’s easy to implement Shopify Audiences as the next step in your marketing strategy: Create an audience list, then export it to your chosen ad platform (currently, Facebook or Instagram). You can then launch ads based on the list.
For instance, say you sell outdoor equipment like lawnmowers. Once you opt into the solution, Shopify Audiences can gather data on your shoppers. It’ll then create a custom audience of people interested in lawnmowers and related tools, like sprayers and shovels. If shoppers from the custom audience engage and purchase, Shopify will attribute that sale to the campaign.
You first need to check your eligibility to use and install the Shopify Audiences app. You must be:
Once you meet these requirements, sign up for the app to opt into the network through the following steps:
Once you’ve linked your store to Shopify Audiences, you’ll start contributing data to the Shopify Audience data pool and can craft custom audiences.
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Shopify Audiences has opened a world of revenue-generating opportunities to online retailers. Below are some of the advantages you can gain from this innovative tool:
While you can’t add existing customers to your lists, Shopify Audiences makes up for this by helping you find high-intent buyers. The custom audiences sharpen your targeting and drive more brand awareness.
Shopify Audiences is currently a location-specific tool serving the U.S. and Canada, which gives sellers in these countries a competitive advantage over businesses covering other territories, like Europe.
Data sent to Facebook is used for data matching and then deleted. Also, audiences sent from Shopify to Facebook go through a secure method that you can’t download, which keeps your customer data top secret.
Refined targeting and growth-powering reports obtained through Shopify Audiences lead to faster research and higher return on investment (ROI) on ad budgets.
Each custom audience is based on previous buying behavior, so you’ll have the knowledge necessary to craft ads that resonate with your target customer to increase conversions. You’ll also receive live, accurate data on shoppers’ current wants and needs to keep them coming back for more.
Unlike other marketing tools, Shopify Audience isn’t quick to take credit for an order simply because you use the platform. The program’s attribution model accredits an order to an exported audience when a buyer purchases while your ads are live and up to a week after the campaign ends.
Also, if your customer is in more than one audience when they buy, Shopify Audiences will split the order and its total amount equally between the audiences responsible for generating it.
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To succeed with Shopify Audiences in the long term, it’s vital you adopt a winning strategy and maintain an inquisitive mindset. We’ll help you get started with some top practices that’ll see huge wins with Shopify Audiences.
The quality of your data pools relies on the information you put into them (remember, you can’t update or download an audience once you’ve exported it to Shopify Audiences).
So, ensure the data you feed into your audience list is current and correct. To obtain the best insights on quality and performance, be sure to:
A/B testing has become a buzzword in the marketing world, with some brands randomly split testing in hopes of finding their golden ticket. But to gain better results from Shopify Audiences, you must approach A/B testing strategically and with a clear purpose. Here are a few testing tips to remember:
Use Shopify Audiences’ reporting tools to understand campaign effectiveness and gain relevant, actionable insights from your results. You can then make data-backed adjustments to your ads to improve conversions. Shopify Audiences generates two types of reports:
1) Overview reports provide a bird’s-eye view of how Shopify Audiences campaigns impact your store. You’ll see information like:
2) Detailed reports zoom in on more granular metrics like:
Tip: Analyze reports on ad campaign spend impressions and clicks on Facebook to gain a more well-rounded view of your campaign’s performance. This will reveal where to double down your marketing efforts to skyrocket leads and sales.
Although Shopify Audiences is an ad network, it’s not an ad platform. This means you need to nail the essentials of a winning ad for your targeting to succeed. Here are some ways you can upgrade your ads:
If optimizing Facebook and Instagram ads isn’t your expertise, don’t sweat it. Get help from a Shopify expert for faster results.
No matter how well your campaigns perform with Shopify Audiences, you also need to nurture your other marketing avenues. Leverage the Shopify Audiences tool to strengthen your Facebook and Instagram ads and diversify your marketing. Once you’ve mastered your Shopify Audiences targeting, some other channels to focus on include:
If the numbers are falling short in your current ad campaigns, there’s still hope. Shopify Audiences has cleared the path to sharper targeting and higher conversions for eCommerce businesses, both large and small. While it’s still a young tool, you can use Shopify Audiences to gain a competitive advantage, build your customer base, and grow your revenue.
Ensure the data you feed Shopify’s algorithms is current and accurate and split test purposefully and often. Finally, optimize every element of your ads and combine your existing marketing strategies with Shopify Audiences’ powerful network of information. With these tips and best practices, your marketing efforts will soon drive your store towards huge paydays and supercharged growth.
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