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Advanced Shopify Ads: 5 Ways to Make the Most of Your Ecommerce Ad Budget

Lindsay Duggan Martinez

Principal Partner Marketing Manager @ AdRoll

Promoting your Shopify store is easy: Just launch a few Facebook ads and send the occasional marketing email… right? Oh, how we wish it was that easy. While these moves are often used by new marketers and entrepreneurs who are in the beginning stages of digital advertising, they barely scratch the surface of tools that’ll make the most out of an ecommerce ad budget.

That’s why we’re diving into advanced Shopify ads — a tactic that’ll bring you more customers than you ever thought possible, helping you skyrocket your revenue and profits like never before. Let’s get started! 

Retargeting Ads

Retargeting ads are a marketing strategy where you target potential customers who demonstrated an interest in your brand — perhaps they visited your Shopify store or swiped on one of your Facebook carousel ads. Either way, they’re a great way to re-attract shoppers’ attention and deliver targeted messaging. 

Retargeting is all about keeping your brand top of mind as shoppers browse, scroll, and shop across sites. 

Marketers love retargeting ads, especially for recovering abandoned carts. It’s a great way to remind shoppers that they’ve left items in their carts that might be selling out quickly. You can also use retargeting to provide customers with incentives (such as free shipping or a small discount) to encourage them to take action. 

We also see retargeting ads as tactics for upselling or cross-selling items, plus reengaging with previous customers who haven’t shopped in a while. Long story short, retargeting ads are among the most versatile marketing tools. 

Still curious about how retargeting ads can maximize your budget? Check out this retargeting website visitors guide

Cross-Channel Advertising 

If you haven’t heard of cross-channel advertising before, it’s a pretty simple concept: Create a seamless, personalized shopping journey that spans your online and offline display channels. This ranges from your ads, social media posts, and emails, to your customer service, public relations strategy, and even your brick-and-mortar store (if you have one.) 

Here’s how cross-channel, or omnichannel advertising, takes multichannel marketing one step further (for the better!)

Given the number of touchpoints a shopper experiences before deciding to make a purchase, cross-channel advertising ensures your brand is delivering consistent messaging that meets shoppers’ needs every step of the way. By having all your marketing efforts work together, you’re also boosting the effectiveness of your entire strategy and thus your return on investment (ROI).

For more on cross-channel advertising, check out this cross-channel advertising guide.

Contextual Targeting

Contextual targeting is an advertising method where your ads are displayed on relevant websites, guaranteeing it’s somewhat related to a shopper’s interest. You can choose to target industry-specific websites and opt for specific categories and sections. 

For example, if you own a Shopify store that sells designer handbags, you may choose to run your ads on luxury shopping sites or women’s lifestyle blogs that discuss fashion trends. 

The best part about contextual targeting? There are no third-party cookies or behavioral tracking required — it’s solely based on the content of your ad and corresponding site.

Lookalike Ads

If you’re familiar with creating lookalike audiences on platforms like Facebook, lookalike ads will come easy to you. Basically, they’re a type of campaign that targets digital profiles in an ad network’s inventory that have similar behaviors, characteristics, demographics, and interests to those of your existing customers. 

Rather than waste your time and budget on shoppers who might buy from you, you’re upping your chances that your marketing dollars go straight to delivering more conversions. 

Shopping Ads

Despite its vague name, shopping ads are a fantastic way to get your brand and products right in front of a broad audience of potential customers. Essentially, these are a type of search marketing ad — when someone searches for relevant terms on Google, your ad will pop up at the top, allowing you to generate more traffic to your site and ultimately more conversions. 

With shopping ads appearing above paid search text ads and organic search results, you’re grabbing someone’s attention right from the start.

AdRoll's Ecommerce Marketing Platform

Looking for a marketing tool  to help you get started with some of these tactics across channels? AdRoll is a Shopify Plus certified partner and our Shopify App connects your store with our platform in only a few clicks. Powered by our AI technologies, AdRoll customers on the Shopify platform achieve an average 15x ROAS (Return on Ad Spend). Learn more about AdRoll’s marketing solution for your Shopify-powered business

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