Intro to Advertising: Where to Begin When You're a Beginner
Posted Feb 14, 2019 by Jesse Ness, Ecwid Team

Like any successful e-commerce entrepreneur can tell you, advertising is a necessary step to growing your online business. But don’t let the “a” word scare you. Advertising with Ecwid is easier than you think.

We love small businesses. And we want to help you be as successful as possible as quickly as possible. In this post, we’ll teach you how to get from zero to advertising using simple tactics to create your first successful online advertising campaigns with Google Shopping and boosted Facebook posts.

First Things First: Set Up Tracking and Analytics

We know you’re excited to get advertising. And why wouldn’t you be?! But before you can get started building your first campaign, you’ll want to get the foundations in place.

It only takes a few minutes, but these two uber-easy steps are essential to setting up your store for advertising-success in the future.

1. Install a Facebook pixel in your Ecwid store

Even if you don’t plan to advertise on Facebook immediately, setting up your pixel will enable you to gather rich audience data that you can use down the road. Setup takes about 2 minutes with a fast internet connection, and what’s more, it’s completely free for Ecwid users.

add facebook pixel

Just follow our quick step-by-step guide to get started. No coding skills required.

Note: if you’re using Ecwid as a plugin for your website, be sure to connect your pixel through your Ecwid Control Panel and not your website’s dashboard. This will allow you to gather and utilize more targeted customer insights in your advertising, like shopping activity and the products your visitors considered.

2. Set up Google Analytics

Google Analytics is the industry standard for analyzing website performance, but it’s also one of the best tools for finding and connecting with new audiences.

Google Analytics
Insightful Google Analytics dashboard

With a four syllable word like “analytics” in the title, it probably sounds a little intimidating, but we promise it isn’t. Use this link from Google and our instructions for connecting Ecwid to Google Analytics to get started. (Even if you already have a Google Analytics code on your website, you’ll want to make sure it’s connected individually to your store as well.)

Learn more: The Beginner’s Guide To Google Analytics For E-commerce Stores

Define Your Advertising Audience

To launch any paid online campaign, you’ll need to set up targeting for your ads. More and more advertising solutions are being automated to do this work for you, but you’ll still want a basic description of your customers.

Answer these questions to define your messaging and narrow your focus to your most likely customers:

  • How old are they?
  • How internet-savvy are they?
  • How do they spend their free time?
  • Do they use social media?
  • What would motivate this customer to click through to your store?

The Best Ad Platforms for Beginners

Now that we know the who, let’s figure out the where. There are a ton of great online ad platforms for e-commerce businesses — some might say an overwhelming amount. That’s why we’re keeping it simple.

For the sake of this article, we’ll only be focusing on the simplest and most cost-effective tools for beginners: Google Shopping and boosted Facebook posts.

Amazingly simple to set up and proven to deliver results with minimal investment, these two platforms are the training wheels you’ll never take off.

1. Google Shopping ads

If you’re doing business online, Google is one advertising juggernaut you can’t ignore. And with Google’s commitment to improved user experiences and innovative technology, paid campaigns are easier than ever before.

Today, Google’s advertising toolbelt is as powerful as it is various: Google Ads, Display Network, YouTube ads… the list goes on. And for e-commerce businesses, Google’s given us a dedicated platform: Google Shopping.

Google Shopping

It works this way: you export your online product catalog with all the product info from your online shopping cart, and then upload it to Google Ad Manager. Google Shopping then uses your product feed to create visual cards with your product pics, prices, and titles.

When a shopper searches for products like yours on Google, Google Shopping will display your product card to that person in a special eye-catching carousel above the regular search results.

Google Shopping is especially effective because it targets shoppers who are specifically in the market for your products and — more importantly — are ready…