eCommerce Lifestyle
my paid social media marketing strategy

My Paid Social Media Marketing Strategy


Anton shares his organic (free) social media marketing strategy for 2021.

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Hello, everybody. Anton Kraly here. And welcome back to the eCommerce Lifestyle podcast, our bi-weekly show designed to help e-commerce store owners increase their revenue, automate their operations, and become the authority in their niche. Now, today, you might be able to tell by the audio quality, I am coming to you from the car again for a continuation of Monday's episode, but hopefully being safer this time. So after that episode I recorded on Monday, I went in for a bit, went back out to grab a coffee, and when I was driving, I was like, oh, let me listen back to that and just check the audio quality for myself. And the app that I use on my phone to record, I haven't been in in probably like a year and a half, so I couldn't even find the play button to play it back.

So I looked down at my phone for what seemed like a split second. And in that split second, I hit a garbage can. I've never done that in my life, nothing ever even close to that, but it was my right mirror, the passenger-side mirror, I guess there was a garbage can like pushed out a little bit further into the street than I thought. And I hit it probably only going like 15, 20 miles an hour, but my mirror basically exploded, my right-passenger mirror. So yeah, no more looking at the phone when I'm driving, but I think I should be good to record, because I don't need to see anything when I'm doing this. Luckily though, I had to schedule like a 30,000-mile scheduled maintenance on my car anyway. So I called the dealer and I was like, yeah, we want to schedule this maintenance.

And they're like, oh, anything else that you want us to take a look at? And I was like, yeah, please make sure you order an extra passenger-side window for an Audi S7 because it's destroyed. But I think it was like the very end of March was the first appointment they had. So yeah, maybe I'll give you an update on how that goes. Until then, I got this thing pushed back together. It looks like a joke on this car, but it is what it is.

Anyway, in this episode, if you remember, what we want to talk about is my paid social-media marketing strategy for 2021. And again, if you didn't hear Monday's episode, I would recommend go back and listening to that, because that's where I discussed our organic, AKA free, social-media marketing strategy. But that, like I mentioned in that episode, is not where the money's made.

That's just there to help with conversions. But the paid side is where we actually can drive sales. We can build more trust. We can get our stuff seen. We can get conversions. We can get a great return on ad spend. So I'll go through a few things we do. Primarily for this episode, I'm just going to focus on Facebook and Instagram since that's where the majority of our reach and return on ad spend comes from, on the paid side. So we'll stick with those. If you want full trainings on every platform and how we set them up, that's all in my program, the Dropship Blueprint, which you can enroll in at I'll link that up in the description.

So anyway, what do we do with paid ads on social media? Well, the first thing I'll give you, which you're probably aware of because everybody should be doing it, it's the biggest win, and that's just simply remarketing to people that visit your online store in a recent timeframe that do not complete their purchases. So, for example, somebody finds my store maybe on Google organically, or through a ad on Google or Bing. They land on a product page. They don't buy. We show them dynamic remarketing ads on Facebook and Instagram showing them the product or products that they just looked at, giving them some type of incentive to go back and complete their purchase. And we link them back to exactly what they're looking at.

Now for us, depending on the traffic and the audience size for stores, sometimes we'll do as small as a 24-hour audience for the instant one to make sure everybody sees it. For some stores, the audiences start at seven days for either abandoned carts or even just viewed content on our stores, depending again on how many people are completing actions. Because the way it works with Facebook and Instagram for remarketing is your audience needs to be a certain size for the ads to be able to show to them.

So if it's a very low-traffic store, one that doesn't have a bunch of people hitting it every day, meaning visiting it, then we'll typically do a seven-day remarketing audience with the biggest budget, with the highest bids, to make sure everybody sees it. And then we'll also do occasionally 14 days and even up to 28 days, people that visited the website and didn't buy, showing them ads, bringing them back to the product pages they looked at.

Now, that is, I think for people listening to this, I'm assuming that's almost a given at this point, because it's, again, the easiest win. Everybody should be doing that. Full training on how to do so in module six of the Dropship Blueprint under the remarketing lesson. But beyond that, what else do we do? Well, I mentioned in the last episode that some of the things we post organically for free to our Facebook pages and Instagram accounts are things like product reviews.

So after somebody leaves us a review, we'll share it on social. And also things like content. So linking to content, whether that be on one of our store's blogs or a buyer's guide, something like that. And if it's something that we believe will help to move the needle and turn a previous website visitor into a customer, or at least keep us in their minds, then we will run ads to those pieces of content. So we do this a few different ways. So I'll explain a few different scenarios of what we might post and who we might promote it to. Let's first go with the buyer's-guide example, all right? Let's say I am selling stand-up desks, and we write a blog post on how to choose a stand-up desk while working from home during the pandemic, right? Whatever. Let's say that's the blog post. Now, who am I going to pay to promote that to?

Because it's on our blog. We're obviously going to email it to our email list, but that's a topic for another day. We are going to post it to our social media organically, like I mentioned in the previous podcast, but how can we get more of the right eyeballs on that blog post? Well, what we will do is set up an ad. We don't do this, by the way, never click the button that says boost post on Facebook pages. That's a joke. It's a way to blow money fast to the lowest-quality audiences. But what we'll do is in our Facebook ads manager is create a ad campaign and create an ad set that is targeting sometimes 180-day website visitors, sometimes 365-day website visitors, but basically a catch all for people that have been to our website within a longer timeframe. So again, maybe 180, maybe 365 days.

And in that ad set where we're targeting those website visitors, we will also target people that have engaged with our Facebook page or our Instagram account in that same timeframe. So that's known as an engagement audience. Now, what we'll do under exclusions, so who do we not want to see this, that will be anybody that has purchased from us in that same timeframe. So again, if I'm selling stand-up desks, maybe that ad set is targeting people that have visited my website in the past 365 days, people that have engaged with my Facebook page in the last 365, people that have engaged with my Instagram in the last 365, but then excluding people that have purchased in the last 365. So basically it's an audience of people that have at least showed some interest in the products that we have to offer. These will be huge audiences because it's literally all of your warm traffic or your warm audiences.

And then in that audience, we will create an ad for that buyer's guide. So everybody that's visited us, again that has or engaged with our social, but has not purchased from us, we will show them an ad for the buyer's guide. Again, how to choose the best stand-up desk for you during the pandemic. And that way we know these people had some interest at some point. We're sending them back. We're providing value. We are linking to our products in this buyer's guide so they can purchase. We can help them make a buying decision and that can also get a great return on ad spend.

Now, what else will we promote to this audience? Again, people that have engaged with us, but not bought. Well, it can make sense to do reviews, so to build up your social profile, to build up the trust factor. Those typically don't have as high of a return on ad spend. But what you can do is show that last year's worth of visitors. Test it with a very small budget. You don't want to spend a lot of money there, but showing them recent reviews that came in, where of course, in the review, in that post that you make to your Facebook page, you have a link to your store letting people know where to go to shop. So they're not just seeing a review, but they're seeing a link they can click and go purchase. Now I want to point this out now because I think it's very important, when we are setting up these posts as ads, we're not creating, what's the best way to describe this without a visual representation, so we're not creating them as actual new ads in Facebook ad manager.

We're simply in Facebook ad manager when we're choosing what we want to promote. We're not saying create new ad. We're clicking the option that says choose existing post. And we're choosing the post that's already on our page. So we're creating the ad through Facebook ad manager, but we're not creating something new. We're simply in Facebook ad manager choosing an existing post and then selecting that post from the Facebook page to promote. So that, I think, is really important here. And that's the case for what I'm talking about now. But when it comes to the first thing I mentioned, for dynamic product ads, those are creating actual new ads from scratch because they are dynamic.

Now the last thing that I want to give you here and leave you with, because now I'm sitting outside the studio. Made it safely. My left-side mirror is still intact. So I think we're good.

But the last thing I want to give you is something I alluded to at the end of the previous episode on Monday's, which is what we do for when we think a post has a chance of that virality. So an example of that would be if there is like a meme just trending online in general, and you find a way to tie that in to your market, to your target customer, right? Your target demographic. And you make your own version of this meme. And then you post that organically to your Facebook page with the text section above the meme image that says something like like, comment, and share if you agree, and then you post that organically to your page. Then what you can do in your Facebook ad manager is create a new campaign, create an ad set of a lookalike audience, meaning people that are similar to your customers. So a lookalike of your top 1% of customers. Show them this meme. Make your bid strategy for engagement.

And then what's going to happen is if the message actually matches your market, this thing will go viral for very cheap within your community. I show examples of how we do this in the Dropship Blueprint, again, I think that's in the remarketing section of module six. I'll have to check. By the way, for anybody that's listening to this who's a member of Dropship Lifestyle, I would hope you all are. If you're not, what are you doing? Go to Click e-commerce courses. Get enrolled. But the reason I'm going to the studio right now is because I'm still finishing up the brand-new version of the Dropship Blueprint, which by the way, all previous members, you get upgraded, no charge.

It's coming very, very soon. So it's still going to be in module six, but I'm not sure what lesson it will be in the new version. Because literally I'm rebuilding it from the ground up. So get excited about that. And yeah, if you want to get in before we make the update, before prices increase, again, go to Click e-commerce courses. Get enrolled.

But anyway, back to this, why do we do this, right? Why do we want a post of a meme to go viral in our communities or with our target audience? It's not because they're just all going to go and buy right away because they're not. But the purpose of this is because for very, very cheap, what we're doing is everybody that likes, comments, and shares, we are capturing their information in our Facebook-engagement audience. So if we have a post that gets 20,000 likes, comments, and shares, and by the way, we've been able to do this for like 50 bucks, because it's not just money that makes it happen. It's because people love it. And they want to like, comment and share, and it takes off on its own.

But now you have these 20,000 people in your Facebook-engagement audience. So when you're doing things like having a new buyer's guide come out, and like I just mentioned earlier in this episode, you're promoting it to your Facebook-engagement audience or Instagram-engagement audience, they are now seeing that buyer's guide, all of those people for super cheap.

Also, final thing I'll leave you with because I want to go in and get to work here today. But the final thing I'll leave you with, which I think is super helpful, is whenever you have promotions, whether that be a monthly promo you're doing for a holiday or a promotion you make up yourself, whatever it is, now you have all of those people in your engagement audiences that you can run ads to showing off the offer.

So another thing we do for paid social-media marketing in 2021, again, I'm hoping it makes sense, and if anybody's newer, I totally get that. This might all be well over your head. I promise you it's not that complicated, especially when you see me do it step-by-step, and yeah, that's what I show you in the Dropship Blueprint. So final message for that, get enrolled. And by the way, the best price you're going to get for the Dropship Blueprint, if you're not part of it yet, you'll see if you go to and register for my free training there. At the end of that free training, I make a special offer for the program. So again, you can find that at

So that's it, guys. I'm going to get back to work. I'm going to head in there, and yeah, thanks for listening. I appreciate you. I will talk to you in the next episode of the podcast. See everybody.