Your Integrated Guide to Paid Marketing on Social Media Platforms

The nature of commerce is that it experiences periods where demand weakens, and customer visits or interest in the product decrease. Fortunately, this interest can be rekindled with smart and simple practices. In this guide, we offer you 9 practices that not only stimulate your customers' interest in your products! But they will also help you win new customers who are ready to buy.

This guide helps you address the issue of how quickly customers get distracted from your store, products, and ads, and turns it into interest, visits, and finally: increased sales, via social media platforms—your customers' favorite hangout place.

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In this guide, you will learn practical ways of:

1. Improving your store design

2. Integrating with Google Analytics

3. Integrating with Pixel applications

4. Linking the catalog to your store

5. Linking the Conversion API to your store

6. Preparing advertising designs

7. Adding customers and lookalike audiences to Pixel

8. Launching a general targeting campaign

9. Launching a retargeting campaign

Let's start the perfect marketing journey together.

1- Improving your store design

The first step in marketing your store to increase sales is: inviting visitors to an impressive place. Making your store page comfortable to the eye, harmonized in colors, and easy to browse will motivate store visitors to browse it and spend more time. This impression and motivation to browse are formed in just a few moments in your store visitors' minds. Therefore, your store design is the first and most important step in the success of your ad campaigns and increasing sales. And here you will find 11 inspiring tips for designing a professional free online store

https://youtu.be/Pcv8ceEouMs?si=9ZP-o41Gt0t6FcQg

Also, learn about the steps to create a homepage that contributes to increasing your sales, and you can improve your store page components by adding categories for your products, and adding tags to them to help your customer easily understand what you offer.

2- Integrating with Google Analytics

It is very important to get to know your store visitors and what caught their attention while they were browsing and exploring your products. How many are they? And from which platform did they reach your store? This information, among other details, enables you to improve your store and your future marketing campaigns based on visitor preferences. In fact, you might discover that you need to make a fundamental change in the customer journey on your store, such as the location of the buy button, or offering an additional service, etc.—adjustments that will help you improve marketing and increase sales.

Therefore, you will need an analytical tool that helps you benefit from this valuable information, which is what you will find in Google Analytics:

https://youtu.be/TbFyb9a6wOU?si=tDm73voLEbIH6Fwx

And here you will find the method for integrating with Google Analytics

And also to install the Google Analytics app

3- Integrating with Pixel applications

This step is both precise and simple at the same time. Its most important benefit is making your advertising campaigns more accurate on every social media platform, rendering your targeting of your product's audience more professional; thus increasing opportunities for rising sales.

Linking your campaigns to Pixel apps is not complicated at all. Learn more about it in this clip:

https://youtu.be/Dy1XFUTjtzg?si=ezIXlwxA-HK8Fibt

How to integrate with TikTok Pixel 

How to integrate with Snapchat Pixel 

How to integrate with Facebook Pixel 

How to integrate with X (Twitter) Pixel

To install the TikTok Pixel app

To install Facebook and Instagram Pixel app

To install Snapchat Pixel app

To install the X (Twitter) Pixel app

4- Linking the catalog to your store

The stunning design of your store should be reflected in how your products look on social media platforms during ad campaigns. Instead of your ads appearing randomly inside the platforms, you can benefit from each platform's catalog applications to display your products distinctly, while auto-customizing products shown to each customer according to their interests.

It is also a simple step, but its impact on the professionalism of your store and brand is immense, in addition to its doubtless effect on increasing sales.

https://youtu.be/BVYlH95juGU?si=cSaKnDoah9jKBuEu

To install the TikTok Catalog app

To install Facebook and Instagram Catalog app

To install Snapchat Catalog app

To install X Catalog app

How to integrate with Snapchat Catalog 

How to integrate with Facebook and Instagram Catalog 

How to integrate with Snapchat Catalog

How to integrate with X Catalog

5- Linking the Conversion API to your store

In short: don't worry, we promised you that all these practices would be easy and effective. This step is no exception, even though it seems fancy or complex. This step helps the Pixel applications—which you linked your store to previously—bypass some of the restrictions operating systems place on tracking customer data, as the Conversion API improves the performance of the Pixel on these operating systems.

It’s as simple as that, and how to activate it on your store is simple as well:

https://youtu.be/mHOfJb8wMCI?si=2S_Tkd3Xe34BLBrz

To install TikTok Conversion API app 

To install Snapchat Conversion API app

To install Facebook Conversion API app 

How to integrate with TikTok Conversion API 

How to integrate with Snapchat Conversion API

How to integrate with Facebook Conversion API

6- Preparing advertising designs

Here the fun begins! Your store is now ready to start a major ad campaign, and all that's left is to design this campaign according to your store's identity and then launch it. Below, we advise you to take these practices into consideration while designing your advertisements to increase sales and improve results:

https://youtu.be/PeJWF4Ej8K8?si=4bm0yK5XLCXhVvlt

To learn the most important fundamentals in designing a paid ad

You can request an ad design service from one of the service providers on Salla’s Merchant Services page

7- Adding customers and lookalike audiences to Pixel

After designing your advertising campaign and preparing your ads, one step remains before launching to increase sales. It acts as training for the Pixel applications to target and analyze the right and specifically targeted audience. In this step, you will learn how to add your customer list in Pixel apps to automatically target and add lookalike audiences to this list, increasing their response rates to boost sales:

https://youtu.be/g--joFqJHH8?si=rfKSefVJ5TBWSr4s

8- Launching a general targeting campaign

Now is the time to get serious—time to launch your ad campaign. Campaigns are usually divided based on targeting. That is, main campaigns that target the general target audience who may have previously visited your store or do not know you yet, and other ad campaigns that only target those who have previously visited the store or purchased from it.

The difference between the two types lies in the tone of voice and focus. For instance, general targeting campaigns mostly introduce the audience to your product and brand identity, focusing on encouraging visits to the store, getting to know it, and increasing these visits. Meanwhile, retargeting campaigns usually focus on increasing sales, relying on the customer’s previous experience, inviting them to make a repeat purchase, download the app, etc.

Now we will launch a general targeting campaign together:

https://youtu.be/kBMt19hJyGU?si=7NV7KO7iXdZypS3q

9- Launching a retargeting campaign

The general targeting campaign brought in an audience interested in your products and services, and now it is time to renew their interest once again, perhaps to revitalize a shopping season’s sales, for example, or for any other reason. Retargeting campaigns aim to motivate customers to buy again from your store to increase sales, and this can be done through coupons, offers, and discounts, for example. Just as launching the general targeting campaign was easy, so is launching a retargeting campaign; let's launch it together:

https://youtu.be/HKSsMVdIWdQ?si=dGA32pMY6THZuDUY

Learn more about retargeting strategies.

This is how you get ready to launch strong and influential ad campaigns. It remains to be said that most social media platforms share similar steps for launching campaigns, so with these nine practices, you will be able to launch an outstanding campaign on almost any platform with nearly the same steps.

Digital marketing is an enjoyable process that requires analysis and follow-up. Monitor the performance of your campaigns after launching them, review the steps you have learned, identify the weaknesses and strengths of your campaign, improve them, and invest in them to increase sales and see constantly rising results.