1. NISH AND PERSONA ...........................................................................................................

1.1.What is Niche and Persona? ................................................................................................4

1.2.Why Do We Need Niche and Persona Concepts? ................................................................5

1.2.1.LTV ........................................................................................................................6

1.2.2.Similar Audiences .................................................................................................8

1.3.How Should We Choose Niche and Persona? ......................................................................8

1.4.Some Considera ons: ..........................................................................................................9

1.5.Niche and Persona Prac ces .............................................................................................10

1.6.Product Finding Prac ces ..................................................................................................11

1.6.1.Usb rechargeable garlic cu ng tool ...................................................................11

1.6.2.Mul -bowl pan ...................................................................................................13

1.6.3.Hand Mixer .........................................................................................................14

2. SHOPIFY STORE SETUP .....................................................................................................15

2.1.Create Your Shopify Account .............................................................................................15

2.2.Control Panel .....................................................................................................................15

2.3.Theme Selec on ................................................................................................................16

2.4.Logo and Favicon ...............................................................................................................16

2.5.Homepage Design and Se ngs .........................................................................................17

2.6.Product Page Design and Se ngs .....................................................................................20

2.7.Page Crea on ....................................................................................................................23

2.8.Menu Layout .....................................................................................................................24

2.9.Preferences........................................................................................................................26
2.10.General Se ngs ..............................................................................................................27

2.11.Payment Methods ...........................................................................................................27

2.12.Payment Page ..................................................................................................................28

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 3. Shipping and Delivery ......................................................................................................28

3.1. No ca ons ....................................................................................................................28

3.2. Apps (App) .......................................................................................................................28

4. TRAFFIC ............................................................................................................................30

4.1.The Science of Facebook ...................................................................................................30

4.2.Facebook Campaigns-Campaign and Ad Sets ....................................................................32

4.3.In uencer Marke ng .........................................................................................................33

4.4.Target Audiences ...............................................................................................................34

4.5.Advanced Facebook Ads ....................................................................................................37

4.5.1.Product Test - The Magic Formula ......................................................................37

4.5.2.Campaign Crea on and Ad Content ...................................................................39

4.6.Horizontal Scaling ..............................................................................................................40

4.7.Funnel - Sales Funnel.........................................................................................................41

4.8.Ver cal Scaling ..................................................................................................................43

4.9.Demographic Targe ng .....................................................................................................45

5. BEFORE GOING .................................................................................................................46

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 INTRODUCTION

You want to start e-commerce.

You take the rst step. You start researching.

Google, YouTube, Instagram... You watch hundreds of content.

One content talks about eBay, another about Amazon, another about Shopify.

Then you see that there are di erent business models within each pla orm. Dropshipping, FBA,
Arbitrage.

In the end, you realize that there are dozens of di erent models of e-commerce, each
model contains completely di erent structures. Each has di erent ac on steps, di erent
requirements.

At this point, you think, let me try business models. You think that if I spend 2 hours for each
of them, if I progress li le by li le, it might work. Anyway, you don't want to earn 10.000
dollars a day, it is enough to believe in this business.

A er all, even if you earn a frac on of what the people in the videos you watch earn, it will
be enough for you in the short term.

At the same me, you open an Amazon account, you list products on eBay, you start a trial on
Shopify.

On the internet, it is said that if you work, it will happen anyway, and you follow the

methods you follow. You both work hard and proceed exactly as shown.

A few weeks pass. No sales, no tangible results. You get red, the high hopes you had for an
online income start to fade.

Don't worry, you are not alone.

The stories are very similar, we have all fallen into this swamp in one way or another. Andthat's
where it all starts.

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 If you do not manage to get out of this quagmire, unfortunately, the doors of every e-commerce
related
you're blocking the road. That is why it is so important to get out of

this swamp. So what is this swamp? The FOMO swamp.

Fear Of Missing Out. Unfortunately, even though we are conscious people, we have a de cit
that we cannot change and that drives us without realizing it: Our emo ons. That's why
FOMO disease leads us very badly even if we don't want it to.

That's why today it's much more important to build systems to seize opportuni es rather
than chasing them.

In this book, you will learn how to build this system and how, once you have built it, it will
work on your behalf con nuously, no ma er what your emo onal changes are.

In this e-book, you will witness that some of the stereotypes and assump ons in the eld of
e-commerce are cracked and broken, and you will learn to look at e-commerce from a
completely di erent perspec ve. The reasons for this perspec ve will of course be shared in
detail in the following chapters, but it is worth adding that e-commerce is not a product-
centered process. Products come, scale and pass. No product makes your customers and the
market happy forever. E-commerce starts with people, recognizing and de ning people is
the beginning of everything. A system that puts people at the center is hungry to exist.

That is why we will focus on the person himself rather than on small and simple secrets.We
will be guiding your e-commerce adventure.

Let's start if you are ready.

1. NISH AND PERSONA

1.1.WHAT ARE NICHE AND PERSONA?

In sales opera ons through your own site or pla orm, we act within the framework of two
concepts called niche and persona. First of all, to de ne these concepts, Niche: "a group of
customers with similari es or similar needs". In other words, we build our store by
considering a customer group with similari es.

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 we will be. The persona is the type of person in this niche who is interested in this niche,
who has his or her own needs and problems. Everything starts with de ning the persona -
this one person. So why is it important for us to establish these two concepts at the
beginning?

1.2.WHY DO WE NEED THE CONCEPTS OF NICHE AND PERSONA?

Iden fying a person... It's not like any other method we know. Un l now, we have learned
how to make sales by rst nding a product and then promo ng this product to di erent
audiences. At this point, we need to learn the next genera on marke ng - data marke ng -
well.

Before moving on to next-genera on marke ng, let's look at why the product- rst, audience-
rst concept has spread so far. Especially in Turkey, e-commerce has spread through
marketplaces. Selling in marketplaces is similar to selling in shopping malls. Let's think about
shopping malls. Shopping malls have a business order where thousands of people are
already owing every day and you sell your products by pu ng your products on the shelves
in this owing tra c. So there is a tra c owing out of our control. One of the best
strategies that can be done here is, of course, to show the most suitable products for this
out-of-control tra c. Therefore, when selling in the marketplace, it becomes more important
to choose the product you put on the shelf. We do not know the people who will buy, we do
not know who they are or their basic demographic values; in fact, almost none of the
informa on of the person making the purchase reaches us. But we do know that on the 3rd
oor of the mall, at 'x' me of the day, 'y' style products are sold in the front sec on.
Therefore, we start repea ng this cycle again. That's why when e-commerce is rst
men oned; it starts to emphasize the concept of winning product more.

In fact, this point is where many problems start; everyone can see what the other store sells
at what me, the increase in copy and paste because it is not human-centered, the decrease
in pro tability due to compe on... these are all the results of not being human-centered.

Human-centeredness... As soon as you say this, di erent elements emerge. Because when
you say you will be people-centered, you cannot be people-centered. You have to get to
know people, learn who they are and more importantly, you have to be able to analyze
what they do and why they do it.

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 So what is the modern and easy way to do all this? Simply put, controlling the data.
Marketplaces, on the other hand, are not very sharing. So, Amazon's customer
sharing their data with you means that they lose their own customers. Because Amazon and
other marketplaces receive very high commissions. Naturally, if the seller with customer
data promised this customer a discount of up to 30% by leaving Amazon out of the way, this
would be the end of Amazon. So Amazon doesn't share the data. So we don't know the
customers.

This is where Shopify or other self-build tools come into play. We have switched to a system
where we can master the data, get to know our customers in this way, and even be er; we
have switched to a system where we can brand ourselves. A system that does not have a
board at our head, a system that does not take a big share of our turnover...

It sounds sweet when you say it like that, but we're only just ge ng to why personas are
important. Because your own pla orm comes with a di erent and rela vely big problem:
Lack of tra c. This is what makes marketplaces like Amazon so powerful. Otherwise,
everyone knows the di cul es of selling on Amazon. But, as it turns out, taking Amazon out
of the picture means opening a store in the desert. How will you drive tra c there, which
channels will you use, how will you organize the data...? It's so hard for people that they try
to se le for Amazon.

What if there was an easy way to get tra c, or if you had the formula to control that tra c?
I'm not talking about li le tricks, I'm talking about learning the engineering of it. Imagine
the doors that would open, the engineering of being able to sell to anyone anywhere in the
world over the internet, without anyone being there for you. That would be nice, wouldn't
it? That's what we're going to learn how to do in depth later in this book. But rst, let's take
a look at the two most important aspects of choosing a persona for your pla orm;

A- LTV (Life Time Value)

B- Similar Audiences

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 1.2.1.LTV

LTV is the term for the money you will earn from a customer for life. Let's dig a li le deeper.
You have opened a new store and you are selling a product for $40. Let's say the product
costs you $10. The pro t we make per product is $30. Therefore, if I spend less than $30 for
the sale of this product, it means that I am selling pro tably. For example, for the sale of a
product, I can post on Facebook
I give $20. In this scenario, I'm going to sell $40 worth of product for the $20 I give to Facebook and
When I spend $10 on the product, I'll end up with $30. So I'm $10 ahead.

Not a bad business, but not very pro table, right? What would change if I knew who the
person I was selling a product to was? If I knew the product this person was buying, why
they were buying it and other problems they might face, what could be done with this data?
Yes, that's right, I could make con nuous sales by pu ng the products this person wants in
front of them.

Let's not forget that I also have this person's details such as email address, phone number
and they are wai ng to be retargeted. So from now on, I can o er my products to this person
without spending any money. Now let's go back to the example; I will sell products to this
person 3 mes a year. When we calculate $40 each, let's calculate a cost of $10 each for the
products. So what about the cost of adver sing? This is where all the magic happens. I sold a
$120 product to a customer in return for the rst $20 adver sement we gave, and I made a
total pro t of $90 on this product. If we subtract the adver sement, I made a pro t of $70. I
made a 350% pro t. Isn't it great?

So how did this journey begin? By ge ng to know a customer, just one customer. Russel
Brunson, one of the architects of modern marke ng, has a great anecdote about this in his
book Tra c Tricks;

One day, a man who wants to sell a product he has worked on for months to a big company
for marke ng goes to the company to present the product. During the presenta on, he
explains the product for minutes in front of two company execu ves. When the
presenta on is over, one of the execu ves turns to the one next to him and asks, "Do you
think Jack would like this product, does it suit you? When the presenter can't get a posi ve
expression on the other execu ve's face, he jumps in and says: 'If you like, I can present it to
Jack myself, it might be be er if I explain it to him'. The managers laugh. One of the
managers says: 'Jack is not just another manager in our company, Jack is our customer. He is
always at this table, with us and at the center of our decisions'.

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 You might think that the impressive thing about the story is that the company managers
always put the customer at the center. But this is not the secret of the story. The secret is
actually in the word 'Jack'.

When the company de ned their target audience, they did not use a mass, they used only
one person as a base. 'Jack' is a person of a certain age, with a de ned dress, clothing,
family and emo ons. A er de ning this one Jack, it's a ma er of nding hundreds of Jack's.
Our goal is to iden fy this one person. Here comes the second important topic;

1.2.2.SIMILAR POPULATIONS

Algorithms are of course very important in what we do, and knowing how they work is vital.
No ma er how advanced the algorithms are, they need to be guided correctly. At this point,
the rst path that many people who rst enter e-commerce follow is to choose products
that appeal to the general public as much as possible. The logic is not absurd in theory; even
if the percentage I get from the cake does not change, as the size of the cake increases, the
money I get will increase. But when it comes to prac ce, it doesn't work that way. For
example, you want to sell ssues; let's assume that you have passed the compe on and
made a sale. You get 100 orders. Can you give me some data about the demographics of
these people? Why do people who buy handkerchiefs buy them, is there a sharp litmus? Of
course it's an impossible ques on, because we all use ssues.

At this point, the algorithm is more confused because the adver sing algorithms are not yet
at a level where they can analyze the incoming data with their own minds. So whatever you
give, it acts with their average. If we go through an absurd example here; when we sell a
product that can only appeal to people with black hair and blonde hair, algorithms that
analyze the data of people who buy this product can output brown-haired people. At the
end of the day, we can nd ourselves alone with adver sing arrangements that appeal to no
one.

Therefore, in order to make the algorithm's job easier, we need to start with personas that
are as small as possible and for which we can set clear litmus tests. The narrower the
audience, the more easily scalable our work will be.

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 1.3.HOW SHOULD WE CHOOSE NICHE AND PERSONA?
We men oned that we need to choose a niche and de ne a persona before se ng up our
store. Now we will examine how we should do this. First, when determining our niche
We need to pay a en on to a few tricks. In order for us to be successful in the niche we
choose, it is an important factor to have knowledge about that niche. Because we will nd
our products according to this niche in the sec ons we will talk about in the future, if we are
between two niches, we should choose the niche where we feel more comfortable in
ndingproducts. And some niche types we do not recommend based on our experience.

We especially do not recommend niches with cosme cs or products that can penetrate the
body because there is too much compe on and there is a high probability of problems
with adver sements for health reasons. Otherwise, you can choose any niche where you
think you can nd a persona and sell to it. To give a few popular niche examples: kitchen
utensils, o ce supplies, newborn baby items, etc. Last but not least, we need to decide on
one niche. It will be appropriate to have one niche for our store to look professional.

Now that we have iden ed our niche, we need to iden fy our persona. When determining
a persona, we can take examples from our friends, ourselves and our rela ves. For example,
if there is a person around you who likes to go camping, you can iden fy him as a persona. It
does not ma er if the person around you does not live in the countries we aim to sell to.
Because now that the world is globalized, most human types are similar to each other.

1.4.SOME THINGS TO BE AWARE OF:

We have iden ed our niche and persona, we have started selling and the sales are not
going as we want. Should we change niche? No, we should not. Because even if we fail in a
niche, there are hundreds of successful sellers in that niche. Here, if things are not going as
we want, the problem is not in our niche but in other factors. Changing niches is the last
thing we want. Because our knowledge and experience up to that me will be reset, as well
as the development of our pixel will be reset. Therefore, a er choosing our niche, we should
con nue with sure steps. We should look for the problem elsewhere and x it and move on.
Of course, you should not con nue in a persona where you do not know customer
mo va ons and cannot de ne their personali es, which is already an example of a path
that we should not choose in the rst place.

A second important issue is that it would be ine cient for us to maintain mul ple niches in
the same store. Because we are not a marketplace. I mean, it's not like EBAY AMAZON

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 we have no tra c. Therefore, every customer who visits our site with adver sing is a cost
for us. To reduce this cost, we need to make mul ple sales to one customer. We can do this
by selling products from the same niche. Before we start selling, we need to decide on our
niche.

1.5.NICHE AND PERSONA PRACTICES

In the previous sec ons, we have explained what a niche is, why we should use it and the
term persona in this niche. Now, in this sec on, we will iden fy a niche and a persona
belonging to this niche. Our example niche will be the kitchen niche because it does not
show seasonal characteris cs like the niche of holiday items, and it contains many di erent
persona types. You can choose your niche from any sector that provides these
characteris cs. Now, once we have iden ed the niche, we will be choosing a persona
within this niche. This is important for this reason: a kitchen niche accommodates more
than one type of customer. For example, the needs and interests of someone who has a
narrow kitchen and needs small prac cal items and someone who likes to cook steak-style
meats professionally at home with a large kitchen are di erent.

Here, as a persona, we choose a persona with a narrow kitchen, who does not want to
spend much me cooking, in short, a persona looking for prac cality in the kitchen as our
sample persona. The most important point to be considered here is to add the products that
will be sold to this persona to your store while nding products for your store. In this way,
your persona coming to your store will see that all products appeal to him and will be able to
buy other products besides the adver sed product. Your store will also get a professional
look. The reason for determining this persona is that the characteris cs, problems and
interests of this persona are universal. In other words, we can easily come across people
with these characteris cs all over the world. In addi on, the needs of this persona are not
seasonal and it has a structure suitable for purchasing mul ple products. Again, when
determining your persona, we need to make sure that it is universal and that its problems
are not seasonal. In the following sec ons, we will exemplify the products that will be
suitable for this niche and persona by indica ng which problem the persona solves.

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 1.6.PRODUCT SOURCING PRACTICES

We have explained in the previous sec ons how to nd products and what quali es we are
looking for. Now, in the niche and persona sec on, we will nd a few products for our
persona with a narrow kitchen, which we have set as a sample persona. And we will analyze
the characteris cs of the products.

1.6.1.USB CHARGED GARLIC CUTTER

The rst criterion we need to look at is whether our product meets our persona criteria. If
our product meets these criteria, we will be moving towards more technical criteria. What is
the main problem we see here? People hate cu ng garlic or onions for many reasons. But
the problem is not life-threatening, so people put it in the drawer of 'bearable' problems.

Especially the adapted problems are golden for us because no one is going to go to Amazon
or any other store to solve them. Have you ever seen people asking for garlic cu ers in
stores? :)

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 So the solu on we o er here is vital. Because we o er to make every day of people's lives
comfortable. Our product is a very prac cal and necessary product for people who have
narrow houses, live in shared houses or have an ac ve social life. So it passed our rst test.

The rst of our technical criteria is the order range. Our target is to be able to target
products in the range of 1,000 orders to 10,000 orders. This range is important because we
don't want to bring new products to the market from scratch, it is safer for us to use
products that have already been tried or are being tried. Of course, it is not forbidden to go
beyond this range, but in the beginning this range will make your job easier.

The other criterion is that our order/comment ra o should be greater than 1/7. In this
product, we have a ra o slightly lower than 1/3 on average, so it provides the place we
want. The main reason why we look at this range is that we want to analyze whether the
tra c is rota ng tra c within aliexpress.

The other item is the price range; we want our products to leave at least $20 net pro t
when we put a 300%-500% selling price on the raw cost excluding shipping. This is
important for us, it is one of the elements that will keep us a oat while scaling the product.
Here we approve our product.

While doing this, you will not nd your rst product the rst me, which is quite normal.
Our criteria will force us to choose products. You can use applica ons such as AdSpy,
Pinterest, Alihunter to make this stage easier.

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1.6.2.MULTI EYED PANS

Again, we examine whether this product meets the criteria we have previously set. This
product solves exactly the problem of those with narrow kitchens. Because usually, owners
of narrow kitchens cannot have too many items and too many dishes cause di cul es for
them because their space is already narrow. For example, a person using the kitchen of a
university dormitory can solve the problem by acquiring only this pan instead of using 2
separate pans. In addi on, the hobs of narrow kitchens usually have fewer compartments.
The number of orders is in the desired range (1000 - 10,000 range), the price is above the
lower limit. This product therefore meets our concrete criteria.

This product can also be included in the selectable category thanks to both its compliance
with concrete criteria and the solu ons it provides.

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 1.6.3.HAND MIXER

This product, similar to the rst product, has a structure that solves the space problem of
the person who has a narrow kitchen. It is a prac cal product instead of expensive and
space-consuming mixers. For this reason, it is a suitable product to sell to our sta . (The price
of the product is over 5$ excluding the rst user special discount). We are examining our
nal product to see if it meets our pre-set criteria. The number of orders is within the
desired range (below 10k and above 1k), the price is above the lower limit, the number of
favorites is not more than 4 mes the number of sales. Therefore, this product meets our
concrete criteria. Likewise, we added our product to our list with peace of mind.

Summary;

• Before we can take ac on, we must de ne our persona

• We must master the daily problems of our sta
• We need to nd products that provide solu ons to the problems that our personnel are
adap ng to
• We must check the accuracy of the technical data of the products

Now let's talk about crea ng a Shopify store from A to Z that will appeal to this persona.

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 2. SHOPIFY STORE SETUP

We have de ned our persona, our target audience, our products and now we are ready to
set up our store. The path we need to follow for the installa on of Shopify, one of the most
used e-commerce pla orms in the world, is actually quite simple. You can register at h ps://
www.shopify.com/free- trial. At this stage, we can start the installa on without paying a fee,
but we should remember that this free period is only 14 days. Even if we complete the en re
installa on within this period, we will not be able to make any sales through the system
because this 14-day period is only for you to learn the panel.

Crea ng an online store with Shopify has never been easier. Follow the steps below to learn
how to set up your rst store on the web and get a professional setup.

2.1.CREATE YOUR SHOPİFY ACCOUNT

Go to the Shopify website, click the Start Free Trail bu on. On the next screen, enter the
email address, password, and store name of your choice to register with Shopify. A er this
step, shopify redirects us to the "Tell us a li le about yourself" and then to the "Add an
address so you can get paid" screen. In addi on to providing personal contact informa on,
Shopify will also ask you to provide informa on about your business. Fill in the elds that
ask for informa on about your business income, what your goal is from your Shopify store,
and address informa on. A er these elds are lled out, you'll be redirected to your Shopify
admin page.

2.2.CONTROL PANEL

The Shopify dashboard is where you'll create your store, add products, manage orders, set
shipping rates, install apps, and much more. This is where you will complete every task
related to your new online store.

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 2.3.THEME SELECTİON

If we were selling in a physical store, the rst thing we would care about would of course be
our showcase. In fact, the situa on in our virtual store is the same at this point. Mee ng the
customers who come to our site without a mixed, certain order and color harmony will
result in them leaving our page. Because they will have to re their brains to understand the
site, they will leave the site instantly.

For this reason, corporate companies prefer at design ( at-plain-understandable) designs,

which are among the latest design trends. This will be the features that we will emphasize in
the design.

We make the theme selec on in the "Themes" link under "Online Store" in our admin panel.
At the point of theme selec on, we can make the visual se ngs of our page by edi ng the
"Dawn" theme from scratch as well as free and paid theme op ons.

The choice of theme in the design layout, which we will come to the details of in a moment
and use the most e ec ve layout, will actually bene t for the choice of colors and fonts on
our site. For this reason, you can choose from free themes or proceed with the Dawn
theme.

2.4.LOGO AND FAVİCON

You can add or change the logo that re ects the iden ty of your store from the Header
sec on in the theme se ngs. In order for our site to look professional, the background of
our logo must be saved as PNG with a transparent (decoupe) background. You can visit
h ps://hatchful.shopify.com/ to create a logo or to get ideas. Steps to change our logo:

• From your Shopify admin, go to Online Store > Themes > Customize.
• In the le sidebar, click Header. Usually this is the rst op on.
• Look for an op on called Logo Image . This name can vary from theme to theme, as
can its loca on.
• Click select image to choose the logo you want.

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 • Click save in the top right corner and that's it! You can now preview your website to
make sure it looks right.
• You can add a favicon, a site icon that can help brand your store. The recommended
size for the favicon icon is 32 x 32 pixels and the selected icon should be decoupaged
(no background-transparent background). To add it, follow these steps:
• From your Shopify admin, go to Online Store > Themes.
• Find the theme you want to edit and then click Customize.
• Click on Theme se ngs.
• Click on the Favicon
• In the Favicon image area, select your icon by clicking Select image
• Save

2.5.HOMEPAGE DESİGN AND SETTİNGS

Since the homepage re ects our showcase, it is the part where we can give our page a
professional atmosphere with the layout, color harmony and quality of the images. For this
reason, you can reach the design you should have by following the steps below. The design
of our homepage:

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 Let's unpack these headings a li le bit:

The "Image Banner" sec on is the rst image of our site. It is the part that shows what our
store is about and what products we sell, and also the cover image indica ng that we are a
bou que store, and on this image there is a Welcome welcome text and a "Shop Now"
bu on. The point to be considered here is that the "Shop Now" bu on link must go to the
product you are highligh ng/adver sing.

The "Rich Text" part is who we are and the informa on about us. What do we o er to
people, do we give them a product that they did not know before. This is the part where we
give that informa on.

In this part of the "Colage" or "Slider" gallery element we can put 3-4 photos. These photos
should be of the product we are adver sing. We make sure that the photos we choose are
of good quality and re ect the func onality of the product

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 "Rich Text" This sec on "Our Top Seller This Month" - we are discoun ng our best seller this
month and showcasing it for you - can remain xed in the ar cles in this sec on.

"Featured Product" allows the product to be added to the cart directly from the homepage.
It is necessary to prevent people who come to the home page from making an e ort to nd
/ go to the product page again and make it easier to add the product to the cart from here.
The point to be considered here will be to deselect the "Show dynamic checkout bu ons"
selec on in the "Buy bu ons" element, which provides fast purchasing that prevents "Add
to Card" in our Facebook Pixel data.

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 To brie y summarize the homepage design, we should design our store to give the
impression of a bou que store selling products in a certain category. Our goal will be to
design our store in a way that will bring the product to the purchase as soon as possible
without boring visitors with too much informa on and visuals.

2.6.PRODUCT PAGE DESİGN AND SETTİNGS

We always prepare our pages in a phone-op mized way. The changes we make on the
desktop while designing our page do not give the same result in mobile view. For this
reason, we need to go mobile-oriented while doing our review. Because 80-90% of our store
tra c will come from the mobile side.

If you are using Chrome browser, you will get the mobile view when you right click on your

page and click on the mobile icon in the sec on that opens a er you say review.

The design of our product page is very important because it is the rst page that visitors to
our site will encounter through Facebook ads. Because the Facebook pixel starts collec ng
data a er 2 seconds of visitors to our page. So our pixel will be triggered a er 2 seconds.
Since visitors from the adver sement make the decision to associate this page with the
given adver sement in 1.5 seconds, if they leave our page, we will not be able to collect
data in our pixel.

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 .breadcrumb {

display: none;

"Breadcrumb Naviga on" removal;

First, we must remove the roadmap called "Breadcrumb Naviga on", which scrolls down the
page in mobile view and is usually found in themes. You can follow the steps below to do
this:

1. Online Store > Themes > Ac ons > Edit Code

2. Open Assets >theme.scss.liquid.

3. Go to the bo om of this le and add the following code:

Product Image

Our product images should have a quality resolu on that re ects the product as much as
possible and emphasize the func onality of the product. There should be no text in our
images and the background should be clear. The product image must have 6 parent images.
In cases where we cannot catch the number six, let's not try to put di erent low pixel
images. Images with low pixels or images that do not re ect the product have more e ect
on the contrary.

Title

Our tle should not be copied from anywhere. When people search with this tle, it should
be such that they cannot nd this product in other sellers. Having a unique tle is also
important in terms of the fact that when you search for the product with this tle, you will
see our site again on the Google Shopping page and return to our site again.

Star (Comment Score)

This is the part that will re ect the star of the comments we a ract with the comment
plugins, which will be explained in the App plugins sec on.

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Price

Since we are not a brand with high brand awareness, we need to re ect 50-60% discount in
our prices.

Add to Cart Bu on

On the product page, it comes with "Buy It Now" selected by default. This bu on allows the
product to be purchased directly without adding it to the cart. In fact, it is an e ec ve bu on
in terms of convenience, but we are removing this bu on as seen in the image below, as it
will prevent us from ge ng data to add to the cart.

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 Product Descrip on Sec on

The fact that we have reached this stage shows that we have now chosen our target
audience and have detailed informa on about that audience. In the descrip on sec on, we
should be able to present the func onality of our product in a striking way that will arouse
interest in this target audience. Descrip on sec on as design:

● Headings (Font should be bold and appear separate from the descrip on)

● Product Content

● Bo om Images

Finally, when we apply this design, we also create the descrip on part of the product.

2.7.PAGE CREATİON

Pages in Shopify are web pages in your store. You can use them to display important
informa on, such as About Us, Contact Us, Shipping Policy, and so on.

If we use a certain color scheme or font in our store, it should be the same on our pages. If
we divide our content into sec ons, the font size of the headings should be larger and bold
than the content.

• To add a new Page to your Shopify store:

• Log in to your Shopify admin panel
• Click on Online Shop - Pages

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 • Click Add page
• Enter the Title and Content of your page
• Under the Visibility sec on you can choose to display or hide the Page. By default,
the page will be visible in your store. You can also set a speci c publish date to
control when the page is displayed in your store.
• Save

Now that we know how to create a page, let's specify which pages should be in our store.

Home - Homepage

All products - Our store catalog where we list all products

Track Your Order - The page where we allow our customers to track their orders, a feature
they have gained from their online shopping experiences, especially from Amazon

About Us - About Us page, our page about what our customers care about and what our
business o ers

Customer Care -

Shipping & FAQ - The page where we answer shipping and ques ons you may have

Return Policy - Our page with the return policy

Privacy Policy - Our page containing the privacy policy from the
link(https://www.shopify.com/tools/policy-generator) your informa onby
entering you can create content.

Contact Us - Our Contact Page

2.8.MENU LAYOUT

This is the sec on that we access from the "Naviga on" tab from the "Online Store", where
we will organize the menu items that our customers can easily navigate between pages.
Main Menu and

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 It will be enough to have two menus as Footer Menu. Main Menu is the menu where we list
the pages we want to be seen at the top of our page or in the sec on we open with 3 lines
on mobile. Footer Menu is the menu where users who come to the bo om of our site can
reach other pages in terms of adding speed to the bo om of our site.

From your Shopify admin, go to Online Store > Naviga on.

1) On the naviga on page, click on the tle of the menu you want to edit.

2) Click Add menu item.

3) Enter a name for the menu item.

4) Click in the Link eld and then enter a website address for an external website
orselect a link type:

● Home page - the homepage of your online store

● Collec ons - a speci c collec on or all collec ons

● Products - a speci c product or all products

● Pages - a web page in your online store

● Blogs - a blog in your online shop

● Blog posts - a blog post in your online store

● Policies - one of your store policies

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 5) If you have selected a collec on or all collec ons, you can lter the collec on by tags
to display only products that match all the tags you entered.

6) If you selected a link type, select a speci c des na on. When you select Home, the
des na on is automa cally set to the homepage of your online store.

7) Click Add to save your menu item.

8) Save

What we need to do to sort the menu:

1) From your Shopify admin, go to Online Store > Naviga on.

2) Click on the tle of the menu you want to reorder.

3) Press and hold the handle icon (⠿) next to the menu item and then drag the

menu item to another posi on:

4) Save

If we hold down any menu item (⠿) and drag it to the right under another menu item, it will becomea

sub-menu item.

2.9.PREFERENCES

Our nal se ngs under the online store menu will be the "Preferences" sec on.

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 You can set the page tle and meta descrip on for your online shop homepage. These are
displayed in search engine results. To improve search engine ranking for your store, you need
to use descrip ve text and keywords.

Google Analy cs allows you to track visitors, sessions, and other customer behavior on your
store. We can use the Google Analy cs sec on on the Preferences page to set up your
Google Analy cs to track relevant data for your store.

This is the sec on where you can connect your Facebook Pixel.

If you ini ally set up our Shopify page with the Trail 14-day version, we need to remove the
password for your customers to access your page from this sec on. For this, you need to
choose one of the paid versions. At rst, the "Basic Plan" will be enough for you.

At the end of these adjustments, we have nished the arrangements to be made under the
Online Store, now let's con nue with the General Se ngs of our site.

2.10.GENERAL SETTINGS

This is where our store name is set in the general se ngs. "Store Contact email" is the email
address that Shopify will contact us from. "Sender email" is the email address where
outgoing emails from our site will appear to customers. The store address is the part where
we enter the address informa on of the company you have set up. We also need to change
the store currency to USD. Since the currency is locked a er the rst order arrives, we will
need to change this part before the rst order.

2.11.PAYMENT METHODS

By default in Shopify payment methods, "Shopify Payments" is selected in the countrywhere

your company address is located because they use the same infrastructure as Stripe. For
example, if our company address is in the UK, Stripe does not appear for this reason. Theway
to get around this is to select your company address in France in the Se ngs sec on and add
Stripe with "Select Third-Party Provider" from the payment methods. A er connec ng your
account, you can change your company address back to the old one, in this case your Stripe
connec on will not be broken and your address will be updated.

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 2.12.PAYMENT PAGE

In this sec on, Shopify has already made the most op mized se ngs for us. What we will
pay a en on to in this sec on is that in the "Marke ng Approval" tab, the "Show
subscrip on op on at checkout" and "Pre-select this op on" sec ons, which are the
permission to send emails to customers' emails, are selected.

2.13.SHIPPING AND DELIVERY

In the Manage rates sec on, only the "Rest of World" op on should remain and other
shipping se ngs should be deleted. In this case, two rates should be added "Free Shipping"
free op on and insurance shipping. In the insured system, we guarantee payment to the
person in case of a situa on in the cargo. Since it is rare for the product to experience such a
situa on in cargo, the return is more.

2.14.NOTICES

It is de ned as the mails sent in transac ons between the store and the customer. You can
use this sec on without changing it. If you do not have code knowledge, do not change
these parts.

2.15. APPLICATIONS (APP)

In this sec on we will talk about the apps that should be in our store and what they do.

Abandonment Protector: You can use this app to send emails only to customers who
abandoned their carts. For this app you can do the same sequences as for SMS Bump. There
will be 3 email sequences to follow. 5 minutes, 12 hours and 1 day. There are very nice
templates for abandoned shopping carts in the app.

Ali Reviews: With this app you can pull your reviews from Ali Express, edit them, upload
reviews manually and pull reviews from Ali Express. For reviews, only use reviews with a
picture of the product, edit your display se ngs, and remove dates and ags from reviews.
Alterna vely, you can also use Judge.me and Ali Express Review Importer, which are free.

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Oberlo: Use this app to a ract products via Ali Express and ful ll your orders. You can
choose the products that we target the European market because of the shipping
advantage.

CJDropshipping: You can do the same opera ons as Oberlo with this applica on. With the
shipping price advantage o ered to America, it should be preferred for products considered
for sale in America.

Order Metrics: Connect your Facebook Ads Accounts and update your Product Cost in the
app, so you can always see your net pro t when your business grows.

SyncTrack Add PayPal Tracking: This is the app that automa cally sends your Track number
to your Paypal account. We can use this app to avoid being restricted by Paypal.

Customer Privacy: This is the applica on where we will create a banner at the bo om for
customers to accept the privacy agreement.

SMS Bump: Use this app to send text messages only to customers who abandoned their
carts. Best Prac ces for SMS BUMP Abandoned Cart Text: Text A er 5 Minutes, Text A er
12 Hours, Text A er 1 Day (SMS marke ng legal regula ons may vary from country to
country. There may be restric ons for the countries you are sending to).

Vitals: With more than 40 features, this app is very user-friendly. Go through the apps inside
and use them appropriately. Their customer support team and the informa on they provide
is outstanding, feel free to contact them.

Google Channel: You can add it from your store's "Se ngs"-"Sales Channels" and connect
your Google account with your store to make your products appear on the Google Shopping
page.

Booster Seo & Image Op mizer: This is the plugin that will improve your Google images
results performance. It's important that every image in your Shopify store has alt text, so
Google knows what it's looking at. Using exis ng informa on on your site, it automa cally
adds alt text to every image in your store in minutes.

We created our store. Now it's me to learn the engineering of tra c :)

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 3. TRAFFIC

3.1.FACEBOOK SCIENCE

Facebook ads are a type of adver sing that can be used to raise brand awareness, ensure
customer loyalty, increase website tra c and generate poten al customers for the business.
With a popula on of nearly 3 billion users, Facebook allows its users to use their interests
and demographic informa on for a fee. This opportunity creates a commercial ground for
investors who want to sell products or for people who want to use this informa on for their
purposes, which can turn informa on into cash by analyzing the data obtained on the
analy cal plane.

Facebook indexes audiences into words that are relevant to them based on their interests or
demographics, and these words represent audiences to us. For example, a seller of cat
products can reach poten al cat owners with words like "cat li er" and "cat food" or "cat
lovers". Because these words can represent poten al cat owners.

Many di erent audiences can be targeted with the words they are represented by, either
individually or by reques ng their intersec on sets from facebook. At the same me,
facebook op mizes the audience that the user wants to target in line with the user's goal
over me according to the informa on entered, processes and presents it to the user so
that the user can use the informa on in the most accurate way. The informa on processing
men oned here is called PIXEL, which is the core of op miza on, and has an important
feature that monitors all aspects of the customers and visitors coming to our site and
op mizes them by evalua ng the informa on collected in the past in the next step.

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 Let's green all this theory with a small example. For example, we sell a product to be used
a er pregnancy. Our product appeals to a sharp audience and our persona is clear enough.
Who do you think would be the audience we would want to target on Facebook? Pregnant
people and their spouses are the rst ones that come to mind, right? Would you like to see
the bene t of data engineering when targe ng these people?

Let's take a look together;

We target pregnant people and we look at the breakdowns in the paths that clients follow
to make sure that our money is used in the most e cient way. Before we can iden fy the
breakdowns, we need to get a good picture of the customer path; here's the path our
customers follow: Ad click - Page view - Add to cart - Checkout - Purchase. Now let's look at
the breakdowns in our data.

In the product that we think we are making a pro t, we look and see that 80% of the people
who clicked on the ad are 1-9 months pregnant. What an expected result, right? It looks like
we targeted the right audience, right?

We go deeper into the data and we see that the majority of people viewing the page are 3-9
months pregnant. Although the majority of people who are 1-2 months pregnant show
interest in the product thinking that there is s ll me, they are not excited enough to want
to see the product page.

We dig deeper and see that among the page viewers, the ones who add to the cart are
people who are 5-9 months pregnant. 3-4 months pregnant women are not yet mo vated
to add to the cart. We go a li le further and we see that 80% of the buyers are 8-9 months
pregnant. Isn't that tragic? So 80% of our revenue comes from only 20% of the targeted
segment. Can we say that we did a good adver sing work in this situa on? Of course not.

That's how important ad engineering is. The only thing I need to do in the next stage is to
revise my target audiences according to the results I have and direct my ads to the people I
really get e ciency from. In the name of Pixel power :)

If we look at the lters exempli ed above technically.

1. According to the similar audience that we think is e cient in the similar audiences sec on.

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 2. Direct use

A er nding the right audience, Facebook op mizes other ads and targe ng according to
the right audience. And when we check, if the result is op mized qualita vely, not
quan ta vely, we can understand that we are on the right track.

3.2.FACEBOOK CAMPAİGNS-CAMPAİGN AND AD SETS

The campaign is the part where we tell Facebook what we want. If Facebook knows exactly
what we want, it will help us maximize our e orts to achieve our goal. For example, if we
want to drive tra c with tra c ads, Facebook does not look at other informa on such as
buying, a emp ng to pay, etc. against our wishes. It focuses on the informa on we want. It
collects data and lters according to our requests and presents them to us. It tries to get the
most link clicks (tra c) at the cheapest price.

As another example, in video ads, it iden es the common characteris cs of people who
have watched the video for a long me, such as people with what kind of interests, people
in which audience, people in which region, etc. We want it to op mize our subsequent ads
according to the audience that has stayed in the video the longest. In one sentence, the
campaign is where we specify what we want from Facebook, what we want as a result of the
campaign, and what we want it to be op mized for. The ad set is where we specify which
audience we want the things we want (cat owners, people interested in the kitchen, etc.)
and
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 where we choose the region where ads are shown (stories, posts, etc.). Adver sing is where
we specify what we show to the audience we want.

We can make more than one ad set in a campaign and more than one ad in an ad set. The
key point here is the ad set part where we specify to which audience we will present the
product we have. Because the most important point of marke ng is to present the right
product to the right audience.

3.3.INFLUENCER MARKETİNG

As of 2022, in uencer marke ng has become even more important. Because while
Facebook adver sing costs are increasing, in uencer adver sing costs are decreasing. The
price gap is closing.

There are 2 di erent ways in in uencer marke ng. The rst one is pages that are not
personal brands but gather relevant people with their content (meme pages). Even if these
pages are a good way to reach people, the impact of these pages on people is low and the
conversion of tra c into purchases is low. Therefore, the adver sing work we will do here is
generally used to a ract tra c. Similar audiences obtained with the data here will have low
ad performance.

The second are pages that show your face and gather an audience around your personality in a
relevant niche. This
The e ciency and conversion values of adver sing with such personal brands are high.

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 Theme pages - In uencer without a face

We can deal with these pages cheaply without sending products. If we want to con nue
selling with a store where we can reach more people at a cheaper price with low-
performance data, the rst thing we need to do is to nd Instagram pages suitable for the
product group and by looking at the interac on rates of the pages open to working together
within these pages, we can start working by researching the suitability of the pages whose
content is suitable, the number of followers is in the range of 50K-1M and the interac on
rate is in the range of 0.5%-1.5% from Social Blades (h ps://socialblade.com/) and Not Just
Analy cs (h ps://www.notjustanaly cs.com/) pages.

In uencers who show their face

These in uencers do not share adver sing videos on their pages in order to do jus ce to
their pages and not to spoil their pro les. If a product is sent to these people and an
agreement can be reached, they can share this product or the related link, page, etc. in a
post or in a di erent way. It will take me to reach these people and reach an agreement.
But this type of in uencer adver sing is more e ec ve than theme pages. Our brand
becomes represented by one person. We get a content that you can use for a long me. We
can reach these people with the sample mail content in the template in our a achment le.

3.4.TARGET AUDİENCES

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 To be er understand this topic, please click on Create campaign in your adver sing account
and go to the second tab 'Ad Sets'. You can follow the steps below in order.

-When we start ad targe ng, we choose our target pla orm (Website, App, Messenger,
Whatsapp) on which pla orm we want to see our ad conversions in our ad set.

In the -Pixel sec on we de ne and select the pixel we want to track the transforma ons and reac ons.

In the -Event sec on, we can select up to 8 events or events (conversion event, a empt to
pay, poten al customer, nding a loca on, dona on, purchase, etc.) that we want to see
the conversion in our sales funnel.

-For example, here we will go with the purchase op on. We will put the purchase in the
lter center so that Facebook op mizes the ads accordingly. Put it in front of audiences and
people who are buying. At the same me, other events such as addi ons to the cart, people
a emp ng to pay, etc. will be tracked and recorded by the pixel.

-Then we set our adver sing budget at $5.

-We do not enter the start and end dates. We will check them manually in the process.

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 -Here we manually select the pla orms we will adver se on as Facebook-Instagram
homepage and stories (homepage-facebook news feed-instagram feed-stories). These are
the pla orms and op ons where we get the best conversions for the purchase.

-We select our loca on in the Targe ng Audience sec on. And we select the op on of only
people living in the loca ons we have selected (people living in this loca on).

-Then we select the exclude op on and enter the words shopify and dropship, indica ng
that we are not interested in people and audiences related to these topics.

-Next, we select detailed targe ng, i.e. who to show the ads to (detailed targe ng - include
people who match). Here we enter the broadest de ni on of our product or product group.
Facebook will bring us other clusters that are both relevant to our product group and that
are di erent and have many common clusters that can form a common cluster with our
product. For example, we gave the kitchen as an example and the audience is a very large
audience of 440 million people. For this, from the sugges ons-sugges ons sec on, it will
present us the audiences from the common clusters related to the kitchen and will sort us
from top to bo om according to the mass popula on. Among these audiences, we will try
to select as speci c and clearly de ned di erent audiences as possible. But again, paying
a en on to the relevance of the kitchen. Each me we choose a new audience, it will
op mize the words and o er us audiences that it thinks are more relevant to the audiences
we are looking for. In this way, it expands the audiences that may be relevant to us.However,
we should be careful not to choose similar words that can represent the same people in
order to save money in the selec on of the proposed audience, we should stay away. In this
way, we note 20 di erent audiences on a separate sheet of paper.

Then, we select one of the 20 audiences with a popula on of 4-7 million, with an average
popula on of 4-7 million, higher than 1 million and lower than 14 million, and name this
audience in the ad set sec on and submit the ad for approval.

-Then we duplicate this ad that we submit for approval and duplicate it 2 mes.

-We are careful to remove the detailing targe ng part from the copies. From the remaining
19 audiences, we select another one that ts the popula on criteria and give the audience's
own name in the name sec on.

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 -We repeat the same for the 2 copied ad sets and submit them for approval.
Here, we have organized 3 adver sing sets in one campaign.

3.5.ADVANCED FACEBOOK ADS

3.5.1.PRODUCT TEST - MAGIC FORMULA

The 3 ad sets we have prepared will be shown a er receiving approval, and we will see
which re exes we will show in which situa ons with performance metrics and data readings
over me.

We will review the 3 ad sets we have given rst for 24-48-72 hours and then 72+24 and
72+48 hours according to their performance.

Performance criteria:

24 hours a er the start of the ad campaign: In order to perform our rst analysis, our Ad
sets need to be shown to our target audiences for 24 hours. At the end of this period, we
close the Ad sets that have not received any link clicks. If there is a target audience that you
le in reserve due to your budget at rst, you can test these target audiences that you have
backed up by 'Duplicate' to an ad set without spending much budget.

48 hours a er the start of the ad campaign: A er 48 hours, the data you should look for in
your Ad Sets is Add To Cart. You can close the target audiences that have not added to cart in
48 hours. These closures do not mean that your target audience and your product do not
match. But your ad copy and visuals may not match with this target audience. You can test
the same audience again in a di erent ad campaign, but con nuing with this audience in
this campaign will cost you money.

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 72 hours a er the ad campaign starts: A er 72 hours, we have the data we need to see
whether our campaign will be successful or not. A er 72 hours, the data we need to look at
is 'Purchase'. Here it is;

-50$-75$ if there are no orders

100$-125$ if -1 order received

150$-175$ if -2 orders received

In the ads that are checked every day, the sets that do not meet the performance criteria
speci ed in the ads (low) are closed and we con nue by adding the ones that meet the
popula on criteria among the remaining ones from the list we take 20 notes instead. For
every 1 ad that is closed, we open 1 new ad.

Number of ads passed to the next day in the evalua on stages at the end of 3 days and 5 days
If it is below 50%, we base the small adver sement cost speci ed and if it is above 50%, we
base the large adver sement cost as the max. adver sement cost to be spent.

The process of dele ng unsuccessful ads and adding a new one instead; When we add the
total ad cost we spend (for all sets at the end of 3 days) and the maximum poten al ad cost
of the ongoing ad sets and subtract it from the lower limit determined according to the
success rate, if we have at least 1 set of ad cost to be spent for 3 days, we can con nue to
publish new sets and wait for performance improvement.

Con nue to test sets that can achieve 1 order a er 3 days for 72+24 and 72+48 hours
we are.

Here we act according to 2 possibili es. 1 is the possibility that we receive 1 order every 2
days, and the other is the possibility that we con nue to adver se by calcula ng the break
even point (so as not to fall into minus).

And nally we move on to horizontal scaling in sets where we manage to get 3 orders from 1 set.

If we don't get 3 orders from any site and we fall below the break even point, we can
con nue to search for another new product.

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 3.5.2.CAMPAIGN CREATION AND ADVERTISING CONTENT

While crea ng a campaign, we click on the "Create ad" ad crea on bu on that appears in
my Facebook ad account. Under the heading "Chose a Campaign Objec ve", we see ad
types as op ons according to the strategy we will follow. In this op on, we choose
"Conversions" conversion ads as an example.

We name the campaign name as "Product name + Net Pro t Amount". In this way, we name
it this way to avoid confusion with the other campaigns we will release and for ease of
management.

The CBO (Campaign Budget Op miza on) op on that appears a erwards should be turned
o . We will not use this at this stage. We will be using it for advanced ads.

In the adver sement sec on, we name our adver sement that we will appear again. In the
Iden ty sec on, we select our Facebook ad account. At the next stage, we see op ons for 3
di erent ad types. One of them is a visual and video ad. Another is the op on called
carousel, which is suitable for products with varia ons in color and size op ons. Another is
the Collec on op on where we can adver se more than one product. We will con nue by
choosing the Video and Image ads that we generally use here. To the ques on of whether
video ads or visual ads are more advantageous, we mostly prefer video ads in terms of
be er explaining product func onality and usability in back targe ng. In the primary text
sec on, we enter the text that rst appears in front of the customer and has a striking e ect
in terms of persuasion. It should be interes ng and suitable for the target audience we work
with. It should be enriched with emojis. The main and remarkable feature of the product
should be at the forefront. 3-5 of the other features should be added here in an
understandable way. Then we add the price o er here, which we pay a en on to be
remarkable again. In prices, if our product is cheap, it should be expressed in percentages, if
it is expensive, it is expressed in dollars. For example, "50% o +Free shipping". Then we
shorten the product link with the bit.ly applica on and add it 2 mes in a row to make it
easy to click. And we add the comment score we pulled from the Alireviews applica on one
to one to the Headline sec on. In the descrip on sec on at the bo om, we complete it by
entering discount and free shipping again. Again in the Website URL sec on

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 By adding the link of our product, we nish a er selec ng the shop now bu on in the Call to
ac on sec on.

3.6.HORİZONTAL SCALİNG

Our aim here is to reach 50 orders for our sets that have received 3 orders in the tests.

But here we cannot use the logic of more ads with more ads by increasing the ad cost of $5.
Because Facebook op mizes the audience according to our ad price during the tes ng
phase. Since each new amount we will enter for this will mean the test of a di erent
audience and the e ciency of this di erent audience is not guaranteed, we do not change
the ad cost during the test phase.

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 The strategy we will follow here will be to try to increase the e ciency of the previously
op mized $5 audience by domina ng it as much as possible.

We adver se our successful set that has brought 3 orders by copying it 2 mes, and we
con nue by adding 2 more new sets from the remaining 20 di erent audiences that we
recorded at the beginning, which are suitable for the popula on criteria, and pu ng the
names of the audience in their names. We follow these new sets every day according to the
performance criteria and ensure their transi on to the next day. We are also careful not to
fall into a loss by constantly monitoring our break even point. If necessary, we close 50
orders without wai ng.

In this way, we try to reach 50 orders in accordance with our performance criteria. A er 50
orders, we move to ver cal scaling.

3.7.FUNNEL - SALES FUNNEL

It is the en re process of trying to sell the product (in the customer rela onship), from
a rac ng their interest to nalizing the sale. It is the customer's roadmap to purchase. This
applies to all types of marke ng. We have a sales funnel in the shopify dropship trade style
that we will use, we will be using it.

The place where we can get in front of people and get their a en on is Facebook and we do
this with ads. The largest area of our sales funnel is the ad we serve to the cold audience in
the most external area.
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 viewership. Priority video ads give us useful data in this regard. If we rank them;

-Adver sing

-Link Click: It is the segment that watches ads and clicks on irrelevant links. (example; those who are 1-9
months pregnant.)

-Page Views: The segment that spends at least 2 seconds on the page. We are sure that this
segment examines the product.(example; those who are 3-9 months pregnant)

-Add to Cart: The segment that sees the product's price o er and is convinced by the price
(e.g. those who are 5-9 months pregnant.)

-Inten on to pay: Those who are convinced to buy give their personal informa on (e.g.
those who are 6-9 months pregnant.)

-Purchase The stage at which the sale is completed (e.g. 8-9 months pregnant)

Knowing this sales funnel allows us to analyze the breakdowns in the sales process. We will
react and improve according to these breakdowns. Our goal here will be to improve our
shortcomings according to the data and accelerate cash ow.

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 To give some examples of breakdowns;

- 0-3 sec. problems with page entry

- 3-8 sec. problems with page naviga on

- 8-25 sec. problems caused by comments

- 25-45 sec. problems caused by sales texts

- 45-90 sec. insu cient emo onal suppressors.

For example, if I see a problem with adding to the cart a er the page view, I need to write a
more persuasive text and intervene, or if I have a problem with a emp ng to pay without
adding to the cart, then I need to check the emo onal suppressors again.

How can we use the data we get from this sales funnel with Facebook?

If we give facebook 100 independent events and we want di erent audiences that can
perform similar events, it can o er us this (Similar audiences), and it can divide these
audiences into up to 6 parts according to the similarity rate. We can use it according to its
suitability and e ciency.

In shopify, we take the number 500 as a basis for a be er, clearer and more precisetarge ng
at each stage in the sales funnel. When the values in the stages reach the number 500, we
try to increase e ciency by crea ng a similar audience. We are trying to catch the number
500 in sales by catching the number 500 in each stage respec vely. Of course, we come here
by considering the Break even point at every step at every stage so that we do not make a
loss at the end of the road.

3.8.VERTİCAL SCALİNG

CBO ads are at the center of ver cal scaling. This is because the ad sets we replicate try to
op mize from the beginning when we change the ad cost. CBO uses your campaign budget
and our bidding strategy to allocate your budget in the best way for the ad groups we've
created. With this feature, we give Facebook permission to increase and decrease the
budgets it sees t for our ad groups. This means

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 It helps us to use our budget e ciently by distribu ng the budget to the ad sets in the
campaign in the most e cient way during the ad period. But here, the number of sales will
be distributed according to the sales rate ra o, not the mass popula on ra o. For this, we
should choose the popula on of the audiences we target in di erent sets without being too
di erent from each other.

We always start CBO ads with a $100 campaign fee. We enter a maximum of 6 sets in this
campaign. Since we are just star ng here, adding to the cart will not reach 500. We take
advantage of the fact that facebook divides our page view audience into 6 di erent
audiences according to the similarity percentages of the audience and we follow these 6
audiences with $100 ads for 4 days.

During this period, we pay a en on to the performance criteria of the stages in the sales
funnel (add to cart, linc click, purchase, etc.) every 5$ spent on the sets. According to the
performance criteria in this test phase, we con nue by closing low-performing sets and
adding new ones. We make sure that every me the campaign spends $50, 1 sale comes in.
Otherwise we close it. We try to iden fy the problem. If there is no problem with the
performance criteria in the sales funnel, if it is e cient, we act according to the break even
point.

CBO ads are op mized in about 4 days. Then we can achieve good pro tability. Butwe
will try to make a loss in these 4 days.

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 At the end of 4 days, we watch a successful CBO ad, which costs $100 at the end of 4 days,
for another 4 days by doubling the ad budget at the end of 4 days and increasing the budget
to $200. And we repeat this as successful every 4 days and try to reach up to $1000. A er
$1000, we open a new $1000 CBO campaign by not increasing the campaign budget due to
internal or external disrup ons that may occur.

3.9.DEMOGRAPHİC TARGETİNG

Un l now, we have always targeted audiences based on their interests. Now we will look at
targe ng people based on their demographics, that is, the informa on we ourselves provide
to Facebook (age country gender language etc.).

The di erence between interest targe ng and demographic targe ng can be seen as the
di erence between people who might use the product and people who might buy it. When
you demographically target people who will use the product, we exclude di erent audiences
who may have an interest and buy the product.

In other words, the demographic of people who use and the demographic of people who
buy may di er. Those who will use it will de nitely buy it, but those who buy it will de nitely
not use it, we can think of it as a gi . We op mize this buying part over their interests. In
demographic informa on, we can examine 150-500 sales bands for gender, 500-1000 sales
bands for age, and more astronomical sales gures for the region. For the analysis of
demographic informa on, the more and wider the audience is analyzed, the more precise
and clear analysis result informa on is obtained.
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 4. BEFORE GOING

Star ng from scratch, we learned how to de ne a persona, how to hold on to the right
mo va ons, how to create our store, how to organize the elements of our store according
to these mo va ons, how to a ract the right tra c to our store. It was an exhaus ng
journey.

I realize that at this stage the book may seem a bit dense. You have encountered a lot of
new technical informa on and applica on areas. At this stage your brain will be pulling you
back, it will not want to get out of its comfort zone. Because at the end of the day, you have
to take ac on to familiarize yourself with this complex informa on and this is di cult for
your brain. Please remember that we are all going through the same path at this stage.
Hundreds of people like you have gone through the same process. Some of them took the
easy way out and didn't take any steps, some of them are now sharing their successes on my
Instagram page. The choice is en rely yours, but please believe that you can do it.

I wish you success on your journey,

E-Combook Team

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