WEBVTT 00:00.110 --> 00:05.210 So now that you understand what I consider to be the right way to approach paid advertising, let's 00:05.210 --> 00:08.900 now have a look and see how Shopify can help us out with this whole process. 00:08.900 --> 00:13.010 And that process is centered around what we call sales channels. 00:13.010 --> 00:14.630 So what is a sales channel? 00:14.630 --> 00:19.820 Well, a sales channel is simply a point of contact with your customer, an opportunity if you like, 00:19.820 --> 00:21.470 to show what you are selling. 00:21.470 --> 00:25.790 So at this point, and I draw your attention to this part here where it says sales channels, you can 00:25.790 --> 00:30.470 see that we already have one sales channel listed, which of course is the online store. 00:30.500 --> 00:33.830 The online store is a point of contact with our customers. 00:33.830 --> 00:37.190 It is the opportunity for us to display what we are selling. 00:37.190 --> 00:43.220 But now we have the opportunity to massively increase the number of places where we could show our products. 00:43.220 --> 00:47.690 And to do that, we simply need to increase the number of sales channels that we have. 00:47.690 --> 00:53.150 So we could show our products on Google, we could show them on Instagram, we could show them on Snapchat 00:53.150 --> 00:54.050 or TikTok. 00:54.050 --> 00:56.480 All of those examples are sales channels. 00:56.480 --> 01:02.150 And to display our products on each of those sales channels, we need to implement paid advertising 01:02.150 --> 01:04.160 and to implement paid advertising. 01:04.160 --> 01:07.100 At this point, you basically have two options. 01:07.100 --> 01:13.250 Your first option could be to head over to the home page of your sales channel of choice and sign up 01:13.250 --> 01:14.150 directly. 01:14.150 --> 01:21.080 So just for example, I'm over here on facebook.com slash business ads, and you can see here that I 01:21.080 --> 01:23.510 could start creating ads on Facebook. 01:23.510 --> 01:29.210 And if you go to Google or Snapchat or TikTok or indeed any other sales channel, you are very quickly 01:29.210 --> 01:34.280 going to find where you can run ads, because of course, at the end of the day, that's how they make 01:34.280 --> 01:34.790 money. 01:34.790 --> 01:36.260 So that's option one. 01:36.260 --> 01:38.480 But in fact, that's not the best way to do it. 01:38.480 --> 01:43.850 And the reason for that is because if you sign up directly on each of these sites, not only will you 01:43.850 --> 01:48.920 find it more difficult to integrate everything with your Shopify store, but you're also going to find 01:48.920 --> 01:54.890 it more difficult to get a good understanding of how each of your sales channels are performing, particularly 01:54.890 --> 01:59.720 in relation to one another, because of course, you want to be investing in the sales channel that 01:59.720 --> 02:02.540 is giving you the highest return on your investment. 02:02.540 --> 02:04.430 So how could we achieve that? 02:04.430 --> 02:11.030 Well, luckily, that's where option two comes in, because Shopify gives us the opportunity to easily 02:11.030 --> 02:17.450 integrate each of these sales channels and allow us to make comparisons so we can see which of those 02:17.450 --> 02:18.920 are performing the best. 02:18.920 --> 02:23.540 And it all happens using apps, marketing apps to be more precise. 02:23.540 --> 02:30.680 And so if I go back to admin and click on marketing and then scroll down towards the bottom, you see 02:30.680 --> 02:38.690 this marketing apps where you can see that we can promote our products on a multitude of different marketing 02:38.690 --> 02:42.110 apps, including for example, Pinterest and also Snapchat. 02:42.110 --> 02:43.790 And of course there are many others. 02:43.790 --> 02:48.020 And I'm going to come back to this in a moment to show you the best marketing apps that you need. 02:48.020 --> 02:53.150 But just before I do that, what I'd like to do is to scroll up towards the top here and then draw your 02:53.150 --> 02:59.060 attention to this top marketing channels, because this is really going to bring it to life as to why 02:59.060 --> 03:05.240 we're using marketing apps now, even though we haven't yet installed any marketing apps, you can already 03:05.240 --> 03:11.900 see that there are two active sales channels, the first one being direct and the second one being Tideo. 03:11.900 --> 03:17.840 Now, the direct sales channel, as the name implies, is traffic that came directly to your store. 03:17.840 --> 03:22.460 And that might have happened because the person that literally typed the domain name for your store 03:22.490 --> 03:24.200 directly into their browser. 03:24.200 --> 03:28.610 Or it could have come, for example, because of your efforts with SEO. 03:28.640 --> 03:31.580 Either way, they came directly to your store. 03:31.580 --> 03:37.550 Or to put it another way, they didn't come from any other marketing source such as Facebook or Snapchat. 03:37.550 --> 03:41.120 And then the second sales channel, as you can see, is Tideo. 03:41.120 --> 03:43.400 And of course, you're already familiar with Tideo. 03:43.400 --> 03:45.590 And you might be thinking, well, that's a bit strange. 03:45.590 --> 03:48.740 I thought we were using Tideo primarily for customer service. 03:48.740 --> 03:50.930 Why is it listed as a sales channel? 03:50.930 --> 03:56.810 Well, in a few lectures time, I'm actually going to teach you how to recover abandoned carts by issuing 03:56.810 --> 03:57.560 discounts. 03:57.560 --> 04:01.190 And when Tideo issues the discount and the person makes the purchase. 04:01.190 --> 04:06.290 That purchase has effectively happened as a result of tideo, meaning the sale has happened because 04:06.290 --> 04:06.980 of Tideo. 04:06.980 --> 04:09.650 Tideo is in this case a sales channel. 04:09.650 --> 04:14.390 Now, I appreciate that sounds a little bit confusing because we haven't yet covered that in the course. 04:14.390 --> 04:20.840 It is coming up in a few lectures time, but just know at this stage Tideo can be used as a sales channel 04:20.840 --> 04:22.400 and that's why it's listed here. 04:22.400 --> 04:26.240 So we're currently showing two sales channels, Direct and Tideo. 04:26.240 --> 04:32.270 But over time, as you start adding more and more marketing apps also listed under channel, you're 04:32.270 --> 04:39.290 going to see Facebook, Pinterest, Google, Instagram or Snapchat, or indeed any other marketing app 04:39.290 --> 04:41.150 that you might choose to use. 04:41.150 --> 04:47.060 And so, as the list of marketing apps starts to build and time goes by, you're going to be able to 04:47.060 --> 04:50.510 use this report to make very informed decisions. 04:50.510 --> 04:56.240 Because for each channel, you can see immediately the amount of sales that each one is generating. 04:56.240 --> 04:59.810 And then because you can see the number of visitors or if you like, the number of. 04:59.980 --> 05:04.090 The sessions and the number of orders that those sessions have generated. 05:04.090 --> 05:06.370 You can also see the conversion rate. 05:06.370 --> 05:14.050 And then for the last two columns you have the Roas, which is the return on ad spend, and then also 05:14.080 --> 05:17.080 the CPA, which is the cost per acquisition. 05:17.080 --> 05:22.570 Now those acronyms and terminology might be a little bit overwhelming or indeed a bit confusing. 05:22.570 --> 05:28.720 And so just to simplify things, you can think of these metrics as showing you the amount of money that 05:28.720 --> 05:32.530 you had to spend on advertising in order to get a sale. 05:32.530 --> 05:38.560 And so keeping that in mind for a moment, let me give you a simple example, which I hope will illustrate 05:38.560 --> 05:40.150 the power of this report. 05:40.150 --> 05:46.630 So let's imagine that you have TikTok as a sales channel, and TikTok has brought in $10,000 worth of 05:46.630 --> 05:47.290 sales. 05:47.290 --> 05:53.110 Now, at the same time, you're also running Facebook as a sales channel, and Facebook has also brought 05:53.110 --> 05:56.230 in $10,000 worth of sales and so on. 05:56.230 --> 06:00.370 The face of it, it would appear that both channels are equally effective. 06:00.370 --> 06:03.520 After all, they've both bought in the same amount of sales. 06:03.520 --> 06:05.560 But of course, that's not the whole story. 06:05.560 --> 06:12.550 Because if I now look at my Roas and my CPA, in other words, the amount of money that I had to spend 06:12.550 --> 06:18.670 on each of those sales channels to get those sales, it's at that point in this example that I noticed 06:18.670 --> 06:25.510 that I'm spending way more money on TikTok to generate $10,000 than I am spending on Facebook. 06:25.510 --> 06:28.210 And so I hope you can clearly see that immediately. 06:28.210 --> 06:34.480 I might want to increase my spend on Facebook, because it's way more effective and perhaps reduce my 06:34.480 --> 06:37.150 spend on TikTok, or maybe stop it altogether. 06:37.150 --> 06:42.370 And then, if you can imagine all of the other sales channels that you might be using listed here, 06:42.370 --> 06:47.770 I hope it's at that point that you really can see the power of this report, because you're going to 06:47.770 --> 06:53.470 be able to immediately assess the performance of each of your sales channels to make sure that you are 06:53.470 --> 06:58.960 investing your money as wisely as possible to generate the maximum amount of sales. 06:58.960 --> 07:04.510 Now, in addition to all of that, don't forget you're not going to be running the advertising campaigns 07:04.510 --> 07:05.260 yourself. 07:05.260 --> 07:07.090 You're going to be outsourcing them. 07:07.090 --> 07:13.150 And that means that this report also becomes an incredibly important management tool because in the 07:13.150 --> 07:19.450 example of my TikTok campaign not performing so well, I can simply take this report and present it 07:19.450 --> 07:23.860 to the person running my TikTok campaign and ask them, what's going on? 07:23.860 --> 07:27.400 Why isn't it performing so well, particularly in relation to Facebook? 07:27.400 --> 07:30.550 Maybe there's a problem, maybe they're targeting the wrong people. 07:30.550 --> 07:34.420 Or maybe TikTok simply isn't an effective sales channel for my business. 07:34.420 --> 07:40.660 Whatever the reason might be, the data presented in this report is clearly going to help you make highly 07:40.660 --> 07:42.220 informed decisions. 07:42.220 --> 07:47.290 And so now the only thing left to do is to install the marketing apps themselves. 07:47.290 --> 07:52.630 And to do that, if I scroll down towards the bottom here to where we were before, to the marketing 07:52.630 --> 07:58.750 apps, I can simply click on View Marketing Apps to go directly to the Shopify App Store, where of 07:58.750 --> 08:01.240 course all of the marketing apps are listed. 08:01.240 --> 08:06.370 And so in the next lecture, what I'd like to do is to show you the marketing apps that you need, and 08:06.370 --> 08:12.250 then take one in particular so that you can see how to install it and start driving paid traffic to 08:12.250 --> 08:13.120 your store.