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Shopify 21 day course pdf

The Shopify in 21 Days training course is now officially complete! This video course takes you step by step through the process of opening your first Shopify Store. These lessons are quick and to the point with actionable steps you should be taking each day. By the time all the lessons are complete you should have a fully operational Shopify Store ready to sell items and take payments. Some lessons may take longer than others depending on your situation. However, with 14 lessons that should leave plenty of time to complete the course in 21 days. Note: videos are available on the website these are the companion PDFs.

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Shopify 21 day course pdf

  1. 1. S H O P I F Y I N 2 1 D A Y S The complete video training series H O W T O C R E A T E A N D D E S I G N Y O U R F I R S T S H O P I F Y S T O R E B Y E T H A N P E P P E R
  2. 2. Announcing Shopify in 21 Days Free Course Shopify in 21 Days - Course Overview 1. Overview and Pricing. A general introduction to Shopify and the pricing structure for stores. 2. Getting Started. Walks you through the process of starting a free trial and entering your personal details. 3. Payment Methods. Explains some of the most popular payment methods and how to enable each one on your in your Shopify store. 4. Checkout and Shipping Options. A step by step look at all the checkout and shipping options in the Shopify dashboard. 5. Tax Collection and Customer Notifications. Shows you how to automatically collect taxes on purchases and setup customer notifications. 6. Admin and Disclosure Pages. Shopify uses an admin panel to grant permissions to store owners, freelancers, or teams. This lessons walks you through the different permissions and how to invite a team member. It also shows you how to use Shopify's disclosure templates or create your own. 7. Creating Product Pages. The process for creating digital products is quite different from physical products, this lesson teaches how to do both quickly and easily. 1/2
  3. 3. 8. Importing Products from Oberlo. Instead of creating products some store owners may wish to import them from a drop shipping app. The most widely used app for this is Oberlo, this lesson demonstrates how to import items from Oberlo to drop ship. 9. Store Design and Customization. The most extensive lesson in the entire course, it guides you through the many design options available on most Shopify themes. 10. Testing a Product. Before you begin sending traffic to product it is wise idea to test your purchasing funnel through the eyes of the customer. Fortunately, Shopify has a couple of ways to do this without actually buying your own product. 11. Creating Discount Codes. Discount codes can be very important way to promote your store or to increase conversion rates. Shopify gives you many different options to customize your discount codes. 12. Google Analytics. Google Analytics allows you to track your traffic and create goals you want customers to complete. For example, making a purchase could be a goal. You could then analyze what pages and traffic sources are leading to this goal. 13. Free Traffic. The lifeblood of any website is traffic but generating free traffic can be hard. Thankfully, it is still possible but you must use methods that are working right now. 14. Paid Traffic Sources. Free traffic is great but when you need instant traffic nothing beats paid traffic. Two of the best sources are Google and Facebook. 2/2
  4. 4. Shopify in 21 Days - Lesson 1: Overview and Pricing Shopify Overview Shopify is a platform. Unlike popular marketplaces, Shopify is a platform that allows you to build your own brand. Shopify is all in one. They handle web-hosting, payments, and make sure everything is secure for your customers. Shopify runs on themes. A theme provides the basic functionality and design for your brand. Plugins add functionality to themes. Developers create plugins to expand the functionality of Shopify themes. Actionable Items 1. Familiarize yourself with the themes that Shopify offers. Remember all themes are highly flexible but some are just better suited for some niches. A premium theme is definitely not a requirement. 2. Head over to the app store and check out some of the plugins. There are apps for email marketing, retargeting, and print on demand. Shopify's partner developers are constantly innovating to create new solutions. 3. Start brainstorming niche ideas for your webstore. Two great resources are Google Trends and, both can give you idea of what products are being searched for most in large niches. For more niche ideas, I like this exhaustive article by Neil Patel. Shopify Pricing Options Shopify has a tiered pricing structure based primarily on how much money is coming in on monthly basis. Basic Plan. This plan is $29 a month and charges 2.9% of the total sale plus a $0.30 transaction fee. This is comparable to what you would pay to sell using PayPal or other third party payment processors. Please note that if you plan on using your own merchant account then you'll pay their fees plus a 1% fee from Shopify. 1/2
  5. 5. Standard Plan. This plan is $79 a month and is similar to the basic plan except that the percent on each sale goes down to 2.6% plus the transaction fee. You also get a few extra features like abandoned cart recovery, professional reports, and digital or physical gift cards. Plus, you receive a larger shipping discount with USPS, UPS, or DHL. Advanced Plan. This plan is $299 a month and comes with all the bells and whistles. Also, the fees are lowered to 2.4% plus the transaction fees. Shopify Lite. This plan is $9 a month and is limited to creating buy buttons for your blog or integrating with Facebook store. If you already have a site and simply want to add products to it to monetize it or you're planning on building a store on Facebook then this could be a great low cost option. Which plan should you choose? It all depends on how much you anticipate selling. If you have an established store and are switching platforms you may want one of the higher tiers. If not it makes sense to start with the basic plan and you can upgrade as you scale up your business. You can also check out this Shopify fee calculator to help you decide. Actionable Steps 1. Review plan pricing and features. 2. Determine which plan will work best with where your business is at right now. Remember that plans cab be upgraded at any time if needed. Tomorrow's Lesson Getting started with your free 14 day trial of Shopify. 2/2
  6. 6. Shopify in 21 Days - Lesson 2: Getting Started Shopify Free Trial Shopify is completely free to try for a full 14 days. You don't need to enter your credit card number until the 14 day trial has expired. You can use a Shopify domain until your store is setup. When starting out Shopify will ask you for a store name. This store name will be part of your Shopify domain name. Later you can switch to a custom domain name which will look more professional. Enter your personal info. It is important to enter your real personal info as this is Shopify can contact you in the future. By default your personal info isn't visible on your store's pages unless you enable it. For added privacy you could consider using a P.O. Box to separate your personal info from your business. Actionable Steps 1. Enter your email here to begin your free trial. 2. Create a password and store name. 3. Choose your store plan. 4. Optionally, enter your credit card information then hit the "Start Plan" button. 5. Head to your email and verify your email address. That's it! You've taken the first step towards opening your store. Your store is now ready to be designed and customized to your liking. At this point your store isn't live or accessible by anyone but you, don't be afraid of messing anything up. We still have quite a few details to tweak before we go live. Actionable Steps 1. Enter your business name and address. 2. Choose your time zone. 3. Choose what currency you want your store to display. Note: this may not be edited once a sale has been made so choose carefully. 4. Save your options. Tomorrow's Lesson Setting Up Payment Methods 1/2
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  8. 8. Shopify in 21 Days - Lesson 3: Payment Methods Shopify Payments Shopify accepts many third party payments and merchants accounts. The easiest to setup is Shopify Payments which is powered by Stripe. The account is setup with information you already provided earlier, there is no need to setup a Stripe account. Other options are PayPal express, Amazon payments, Payoneer, and many others. Third party payments are treated differently. While it may be tempting to setup as many different payment options as possible it isn't advisable. Too many options may confuse buyers. Plus, third party options may cost you more in fees. I would recommend sticking with Shopify and PayPal. Transactions completed with PayPal will cost more but many buyers trust PayPal and already have their credit card info stored there, making it easier to compete a purchase. Actionable Steps 1. Setup your Shopify payments account to begin accepting payments. 2. Choose which other third party accounts you want to use (PayPal is recommended), and set those up. 3. Save your payment options. Tomorrow's Lesson Checkout and Shipping Options 1/1
  9. 9. Shopify in 21 Days - Lesson 4: Checkout and Shipping Checkout Options Guest vs Users with Accounts. You can require users to sign in and create an account on your site before purchasing. You could also only allow people to purchase as guests. In the middle you could offer them the option of creating an account or purchasing as a guest. I would recommend not creating more requirements than absolutely necessary, so I would either give them the option or just have all purchases happen as guest. Email vs Phone Number. You can let user checkout using either their phone number or email. Or you can restrict them to using email only. This option seems best as it allows you to easily sign them up for a newsletter upon checkout. Providing shipping updates. I would definitely provide shipping updates if at all feasible. Customers have come to expect and rely on shipping updates to let them know when their package will arrive. If your drop-shipping this simply may not be possible though. Checkout form options. These are basic options such as requiring a first and last name, business name, address, and phone number. Autofill Options. You can set it up so that the billing info will be the default shipping address. This is recommended as it cuts down on users retyping information at check out. Email Marketing. You also have the option of letting users sign up for your newsletter at check out. You can have the user opt-in or you can have it where the user must opt- out if they don't want the newsletter. Abandoned cart recovery. If someone enter items in their cart but fails to buy for whatever reason this option allows you to send a reminder email. You can customize the look and feel of the message as well as how long to wait before it is sent. Actionable Steps 1. Go through checkout items carefully and choose what you think will be best for your business. Remember that all of these settings can be changed at a later time if necessary. Shipping Options 1/2
  10. 10. Shipping Origin. This is the address from which you'll be shipping. by default it is the same address as your Shopify business address. It can edited though, if you plan on shipping from somewhere else. Shipping Zones. This refers to the places you agree to ship to as well as the time frames. For example, you may offer to ship domestically but not offer express delivery. Shipping Rate Methods. Shipping prices can be determined by price of the item, calculated by weight and shipping service, or you can define your own rates by zone. Actionable Steps 1. Go through the shipping options and see which options you think will work with your product. If you are unsure about what products you'll be selling or if you plan on selling digital products you can always skip this section and come back to it later. Tomorrow's Lesson Tax collection and notifications. 2/2
  11. 11. Shopify in 21 Days - Lesson 5: Tax Collection and Custom Notifications Tax Settings Domestic Tax Collection. By default Shopify will collect taxes from customers in the USA based on their location. The price of shipping is also automatically added. International Taxes. For international shipping you can set up rates by country or do an override to set up a basic minimum rate that you will collect for all countries. Tax Reports. Shopify generates Tax Reports that show what Sales Tax you owe to what states. VAT Tax On Digital Goods. If you plan on selling Digital Goods worldwide then you'll also want to collect a VAT tax for European countries. Actionable Steps 1. Familiarize yourself with the Sales Tax laws for your state or country. 2. If you are selling internationally, determine how you want to collect taxes for international orders. 3. Set your rates for domestic and international taxes. Creating Custom Notifications Customizing Email Notifications. Shopify will notify your customers when certain events take place. For example, when an order is confirmed, canceled, or refunded. These emails are based off of templates with variables that store the order information. You can modify the wording of the the emails or the layout. Previewing and Testing. Once you have made any changes to the templates you can use the preview button to see how it will look to the customer. You can also sent a test email and see exactly how it looks in your email account. SMS Notifications. If your customer ordered with a cell phone then they will receive an SMS message in addition to an email. These are also based on templates and are fully customizable. Return Email Address. By default if a user replies to a notification it will go to your email that you used to open your Shopify account. This may pose a problem if you used your personal address. By forwarding your emails to a dedicated account you can reply quickly or send an automated response. Actionable Steps 1/2
  12. 12. 1. Have a look at all the different notifications and evaluate whether or not you want to make changes. Remember that you can always make changes later if you're not sure what to change now. 2. Forward the emails to a dedicated account. If you don't have one yet you can always wait until you get a domain name for your store. Many domain names also come with a custom email that you can use. 3. Make any changes and preview the results until you are satisfied. Tomorrow's Lesson Legal Disclosures and Account Settings 2/2
  13. 13. Shopify in 21 Days - Lesson 6: Admin and Legal Pages Admin Settings Account Overview. All of the admin settings for your store are found in the account section. The first section is an account overview with all the pertinent info about your store. Here is were you would be able to upgrade your plan as well. Accounts and Permissions. This section is an important one, if you plan on having employees and freelancers help you with your store. By entering their name and email you can grant them full or partial ability to edit your Shopify store. Store Status. Here you can change the status of your store. If you are going on vacation and won't be able to fulfill orders, you can pause your store. This disables anyone from being able to make a purchase on your site. You can also close your store from here or hire a Shopify expert to make your store more effective. Actionable Steps 1. Become familiar with the account settings and how they work. 2. Grant permissions to any staff that may need to work on the store in the future (if applicable). Disclosures and Policies Refund, Privacy, and Terms of Service. Creating all these policies may seem daunting especially if you aren't familiar with legal writing. Fortunately, Shopify provides you with templates that will provide the legal language you need while allowing you to edit the policies to your liking. Shipping Policy. There is no template for Shipping Policy, you'll have to create one from scratch or find templates online. Actionable Steps 1. Create and edit templates for your Refund, Privacy, and Terms of Service. Review them carefully to make sure they match the way you wish to conduct your business. 2. Review what is typically included in a Shipping Policy. Create one from scratch or use a template and edit to match your business model. 1/2
  14. 14. Tomorrow's Lesson Creating Digital and Physical Product Pages. 2/2
  15. 15. Shopify in 21 Days - Lesson 7: Creating Product Pages Physical Products Title, Description, and Image. Each product you add will need an optimized title and description. It is important to use the keywords that users will most likely be searching for when looking for your product. A great image is also important especially if you are selling used or vintage items. For new items your wholesale supplier should allow the use of their product photos. Price, Comparison Price, Cost Per Item. You'll also need to add your price and if you'd like you can also set a comparison price. I would avoid that as most consumers don't put much stock into that anymore. Here you can also add a Cost Per Item, this is important as it is the basis for many tax calculations. The Cost Per Item is the amount it cost for you to acquire each item wholesale. For example, if you bought 100 units for $6300 that would be Cost Per Item of $63. Inventory, SKUs, and UPC Codes. Depending on what sort of inventory system you have you can add your own SKU or use a UPC code. You can enter one or both for each product. Then you would enter the amount of items available and whether or not you'll allow customers to make purchases when you are out of stock. Shipping. Here is where you'll add the weight of the product, where it ships from and the fulfillment method. Actionable Steps 1. Add your physical products to your store. If your not sure what products you'll be selling yet, you can add some fake products just to test out the process. Later we will go over designing your store and adding categories and sub-categories of products. Digital Products Creating a Digital Product Page. Creating a digital product is fairly similar to creating a physical one on Shopify. The main differences being that there will be no need to track inventory, enter any shipping info, or a cost per item. 1/2
  16. 16. Uploading the Digital File. To allow your customers to automatically have access to their Digital Product you'll need to install an app. Once the Digital Downloads app is installed, you can back to the product page and click the "More Actions" drop down menu. From there click "Add Digital Attachment." Once uploaded your file will be able to be downloaded once a customer purchases it. You can use zip files for any large packages which may contain more than one file. Actionable Steps 1. Add your Digital Products to your store. If you plan on selling digital products you can add them to your store now. Remember to create compelling and keyword rich descriptions and titles. Tomorrow's Lesson Importing Drop-ship Products with Oberlo 2/2
  17. 17. Shopify in 21 Days - Lesson 8: Importing Products with Oberlo Watch Video At: Importing Products from Oberlo Searching for Products. You can search by keyword, browse by categories and sub- categories, or sort by best selling. Filtering Results. Once you have done a basic search you may need to pare it down a bit. You can filter by number of items sold, sale price, or country. If searching clothing items, you can also filter by style, gender, and more. Creating an Import List. To add a product to the import list simply click and to import list. You can also use this as a way to bookmark items you wish to come back to later. Once an item is in you import list you can edit it's description, images and other details before importing. This process will be in the video below. Actionable Steps 1. Sign up for the Oberlo App and browse through some of the products. Oberlo is free to try for up to 50 imported products. Oberlo automatically handles the fulfillment of your orders, so all you have to worry about is marketing. 1/3
  18. 18. Watch Video At: Editing Oberlo Products Title, Description, and Collections. Oberlo products have default titles and descriptions but most likely you'll want to change these to something more user friendly. Points to are include are what makes the product unique, what value the product has, and the story behind the product. The products can also be assigned to a collection, or category, these categories must first be created in your Shopify store. Alternately, you can set up automated collections based on tags and edit tags from the import list. Variants and Images. It is also a good idea to edit the variants and pictures. Some pics may not be suitable for your theme or may be redundant. You also want to check variants for country of origin as this can affect shipping. Pricing and Shipping. On the product page you'll see the product wholesale price plus the shipping. You can edit the price in two ways, manually or by using a multiplier. It is important to remember that shipping isn't imported by Oberlo so you have to set up manual shipping rates or list items with free shipping. Actionable Steps If you plan on dropshipping, take the time to add some products from the Oberlo App to your store. 2/3
  19. 19. Tomorrow's Lesson Editing your theme and designing your store 3/3
  20. 20. Shopify in 21 Days - Lesson 9: Store Design and Customization Watch Video At: Designing Your Shopify Store Premium and Free Themes. Shopify offers a wide variety of themes with different functionalities and customization options. Depending on what your needs are you may find that a premium theme is best for your store. However, premium or free themes are generally very flexible and allow for a great deal of personalization. Designing Sections. Themes are built with sections like header, footer, contact bar, slides, featured collections, and more. Each section can be customized by adding images, changing colors, and alignments. Sections can also be moved around or even removed from the page altogether. Home Page vs Product Pages. On most themes your home page will have a different design than your category or product pages. Your contact and about us pages will also be designed separately. 1/2
  21. 21. Getting Images and Logos. A high converting store design will depend largely on great images and graphic design. If you're not proficient with graphic design I would suggest outsourcing the work on a freelancing website. If you need a source of royalty free images to use I suggest Burst by Shopify or Pixabay, both sites offer a great selection of stock images on wide variety of subjects. Actionable Steps 1. Experiment with different themes. While themes can be customized, finding one that fits your brand easily can take time. 2. Experiment with fonts and images. Most themes can be customized with different fonts, colors, and images. Just because a theme doesn't seem to have been designed for your niche doesn't mean it can't work. 3. Experiment with your home and product pages. Your product pages are especially important as most paid traffic will be funneled through them. Tomorrow's Lesson Testing your product. 2/2
  22. 22. Shopify in 21 Days - Lesson 10: Testing Your Product CAUTION: Don't fulfill any test orders, because you are charged for any shipping labels that you purchase. If you use an app that automatically fulfills orders, then deactivate it before you create test orders. Testing Your Product with a Gateway Before you send traffic you need to test your product. This is important because you want to be able to experience the buying process to see how it will work from their perspective. If you are drop shipping you may wish to make an actual purchase to test the product and see what the shipping time will be. Payment Methods. Their are different ways you can make a test purchase. This one uses a payment gateway. Navigate to payment methods and scroll down to third-party gateways. Click on the one that says bogus gateway. Click to enable the gateway. Test Options. There are three options you can choose (1) approved transaction, (2) declined transaction, and (3) gateway failure. Checking out. When you check out, put your test type as the credit card number. You can use any future date as an expiration date and three random numbers for the security code. Take note of emails and notifications you receive and look for any changes you may want to make. 1/3
  23. 23. Watch Video At: Testing Your Product (alternate methods) Cash on Delivery Method. In this method, you you go to Payment Methods scroll down to manual payments and enable cash on delivery. In the instructions you can let people know that this is not a real payment method and is only for testing. Checkout and Refund. Make a purchase using the Cash on Delivery method. Afterwards be sure to refund the purchase, just in case Shopify charges a fee on the purchase. Shopify Payments Method. To test purchases using Shopify payments navigate to the Shopify payment tab and click the edit button. Click to "use test mode" and click save. Click the link that says "Learn more about test mode". On this page you'll find the numbers to use to simulate different credit cards and transactions. Actionable Steps 1. Create a test transaction. Create at least one test transaction using one of the methods above. If your drop shipping you may wish to actually purchase the product to get a better idea of what to expect. 2. View it as a customer. Think about the experience from the customers point of view. What could be changed to create a better experience? Does the process make it easy to create repeat customers? Are you communicating with the customer effectively? 2/3
  24. 24. 3. Make changes if needed. If you notice weak spots in the process go back and change the followup and notification settings. Tomorrow's Lesson Creating and applying discounts. 3/3
  25. 25. Shopify in 21 Days - Lesson 11: Creating Discounts Creating Shopify Discount Codes Discount Code. Here is where you'll enter the specific code you want to use for this promotion. This can then be shared in newsletters, social media, or directly on your website. Types of Discounts. There are four types of discounts: Percentage, Fixed Amount, Free Shipping, and Buy X, Get Y. Whatever you choose make sure that it works for your products and business model. Value. Depending on what type you choose you'll now fill out the amounts or requirements for the particular coupon code. Applying the Code. You'll also need to decide whether the code will apply only to specific categories, individual items, or entire orders. Limiting Usage. There are a couple ways to limit usage one is by setting an expiration date. The other is by limiting coupon codes used per customer and or the total number of valid coupons. For example, you could create a code that expires at the end of summer. At the same time you could limit the coupon code to one per customer and 500 total codes. Actionable Steps 1. Create your first test code. Design a hypothetical discount code and apply it to your cart to see how it works. 2. Brainstorm ways that you can use discount codes in your promotional strategy. Tomorrow's Lesson Creating Goals and Tracking with Google Analytics 1/1
  26. 26. Shopify in 21 Days Lesson 12: Tracking with Google Analytics Watch Video At: Setting Up Google Analytics for Shopify Creating a Google Account. You can't use Google Analytics without a general Google Account. Either login to your account or create a new one at you may need to verify your account with a code via text message. Creating a Analytics Account. Next once you have a google account head over to, from here you will create your first property and view. A property is just a domain that you want to analyze and a view is like a section or piece of that data. Once you add your website info, the default "All Website Data" view will also be created. Implementing Google Analytics on Shopify. Now that the property is setup up their is a bit of code that you need to add to your site. Start by going to the Admin section on Google analytics. Under properties look for Tracking Info>Tracking Code. Here you'll find the Global Site Tag code. Copy and paste the code, head over to your Shopify panel under Sales Channels>Online Store>Preferences. Scroll down to the Google Analytics and paste in your code. Save your settings, your all setup! 1/3
  27. 27. Watch Video At: Creating Goals and Tracking Creating a New Goal. Navigate to your property and in the view section click on the "Goals" section, press the button to create a new goal. Goal Templates. There are four template categories revenue, acquisition, inquiries, and engagement. To measure revenue we can track how many visitors make a purchase and how they flowed through the website. Funnel Tracking. By turning on funnel tracking and entering the steps as a user checks out you'll be able to see where buyers are abandoning their purchase and make improvements. Assigning Value. You can also assign a dollar value to a goal conversion, this can be a calculated value or estimated based on industry averages. For example, you could place a dollar value on a new email subscription based on projected revenue. Actionable Steps 1. Sign up for Google Analytics and create a property for your Shopify store. 2. Add the tracking code to your Shopify store. 3. Explore the goal section and add any relevant goals you want to track. 2/3
  28. 28. Tomorrow's Lesson Shopify Free Traffic Generation 3/3
  29. 29. Shopify in 21 Days - Lesson 13: Free Traffic Methods Watch Video At: Shopify Free Traffic - Social Media Facebook Groups. While you can't advertise directly in most facebook groups by posting regularly you can draw traffic to your own facebook fan page or store. The idea here is to be seen as an expert in your niche. Pinterest Boards. Unlike other communities Pinterest does allow you to link directly to your store. Another great thing about Pinterest is your post will be indexed and can be found in Google search. Like other communities you'll get better results if follow other boards and interact with the community. Photos are also very important on Pinterest, make sure you have an eye catching photo to go with each pin. Instagram Accounts. Instagram is a great traffic source but it must be built up over time by creating content and reaching out to similar accounts. The best way to do this is create a schedule of posting that you can stick to for the long term. At the same time make sure you are following other post in your same niche using hashtags and interacting with them. 1/3
  30. 30. Reddit Subreddits. While Reddit doesn't allow for free advertisements they do allow you to mention products you like or products that solve a problem. It probably helps to participate in the subreddit and earn some trust before you start dropping links. You can also search for questions you can answer with a link to your product. Just don't resurrect a three year old post to add your link. Watch Video At: Shopify Free Traffic - Google Ranking Factors Domain Authority. To increase your domain authority you need quality backlinks coming into your domain. The unfortunate truth is that people will rarely link to sales page, that means you need original content pages. Fortunately, Shopify offers a blog option where you can create related content. Links to your blog will boost the overall authority of your site. Product Page Optimization. The product pages are where all of your sales will come from so it's important that they be optimized for conversion and click through rates. To do this follow the following steps: 2/3
  31. 31. Add Modifiers to Product Page Titles. Modifiers will help your title stand out from all the generic titles and will help you in the long tail searches. Common modifiers are words like: best, cheapest, discount, review, top, etc. You can also add promotional words like: free shipping, 25% off, daily deals, etc. The idea is to increase the click through rate which helps you gain new customers and can help you boost your organic ranking. Long Product Descriptions. Studies show that long descriptions rank better in Google than short or so call thin pages. It is recommended that product pages have 1,000 words to rank better in Google. Of course, if you have hundreds of products it may not be realistic to have 1,000 words for each. Instead you can apply this strategy to your flagship products. URL Structure. Shorter URLs tend to rank better in Google than long ones, unfortunately there doesn't seem to be an easy way to change URL structure in Shopify. Actionable Steps 1. Create a free traffic plan. Ask yourself, which free traffic strategies will I use in my business? Which social media platforms align with my product and business model? What type of content can I can create? How much do I want rely on free traffic versus other types of advertising? Tomorrow's Lesson Search Engine Marketing and Facebook Ads (Paid Traffic) 3/3
  32. 32. Shopify in 21 Days - Lesson 14: Paid Traffic Methods Training Watch Video At: Search Engine Marketing (Pay-Per-Click) What is Pay-Per-Click? Quite simply, it is what is sounds like a form of advertising where you the advertiser pay for each valid click coming from the consumer. When most people refer to PPC, they are generally talking about Search Engine Marketing. The clicks in this case are coming from a search engine like Google or Bing. In theory, this is a simple process of bidding on the correct keywords that will drive traffic and conversions. In reality, it can get pretty complex with many variables. Search Keywords and Bidding. Search advertisers compete against one another by bidding on keywords like an auction. Higher bids move ads into better positions for better click through rates (CTR). The price of a keyword is determined by the marketplace, keywords relating to high value markets will generally be more expensive. In addition, broad keywords will get more clicks and traffic but could lower conversions. 1/4
  33. 33. Quality Score and Relevancy. Search engines also grade your landing page (the page your ad links to) and assign a quality score. The quality score is based off of the relevancy of the page to your ad and the CTR. For example, an ad that promises a free bonus that links to an offer without a bonus, will likely have a low quality score. If searchers click away from the page before it loads that would also lead to a poor quality score. A low quality score can be very hard to bounce back from in many cases it is better just to start over with a new URL. Testing and Optimizing. It is hard to have a winning campaign without testing and tweaking your product, offer, and your ad copy. One way to do this is though what is called A/B testing, you make small changes and test them against your original. The improvements that work can lead to better conversions and more profits. Watch Video At: Introduction to Facebook Ads Business Manager. The first step to fully utilizing Facebook Ads is to sign up for a business manager account this will give you more control over your ad campaigns. Sign up HERE. 2/4
  34. 34. Campaigns, Ad Sets, and Ads. A campaign is a group of ad sets with the same goal. Some campaign goals that Facebook offers are conversions, traffic, and engagement. An ad set is group of ads within a campaign, these could be grouped according to their audiences or other features. Types of Audiences. Custom audiences are typically groups that have already been identified such as a customer list or people who have already subscribed to your email list. Lookalike audience is an audience based on the attributes found in another audience. For example, you may define a custom audience using your email list or Facebook page. Using that as a basis Facebook can then create a larger audience with the same attributes, this can help greatly in increasing conversions. Getting your Ad Approved. It should be noted that Facebook has strict policies on what can and can't be promoted on their site. They also keep a watchful eye on how advertisers promote their sites it is a good idea to become familiar with what is allowed and what is not. Actionable Steps 1. Experiment with Paid Traffic. The best way to learn about paid traffic is to take the plunge and try out a few ads. Google Ads usually offers $100 dollars in free advertising to new users. Facebook offers very low minimum daily ad spends and you can pause your campaigns at any time. Conclusion and Further Training Congratulations you've completed the Shopify in 21 Days FREE Training! By this point you should have your new Shopify store up and ready to receive orders. If not feel free to go back and revisit any of the previous lessons at any time. However, there is still much to learn about Shopify that wasn't covered in this course. I've included some recommended training courses to advance your eCommerce success and take your store to the next level. 1. Oberlo's Dropshipping 101 Course. This course is normally $49 but for a limited time Oberlo has dropped the fee and made this a free course for everyone. This course focuses on choosing winning products and promoting them using Facebook ads. 2. Google Ads Training. Google themselves offer free training on many of the various types of ads they offer. They even offer certification in case you want to help others optimize their campaigns. All of this is completely free! 3/4
  35. 35. 3. Facebook and Shopify Masterclass. The Shopify Ninja Masterclass 2019 version is available through fiverr at a steep discount. As a bonus you'll also get the Facebook ads masterclass as well. It's not free but at $35 it's a very good deal. 4. Shopify Email Marketing. Email marketing is essential to increase conversions and retain customers, this free course from Shopify compass will take you from beginner to expert in no time. 4/4
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