Facebook is giving us more ways than ever to quickly and inexpensively generate custom audiences. As a busy store owner, learning to navigate Facebook's myriad of advertising options effectively can be a time-consuming endeavor.
Kurt Bullock joins us to discuss Facebook's new options, and you can use them to set up a sales funnel that segments and targets customers through their relationship with your brand.
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Learn:

Learn why interest target isn’t every effective
How to reach the right people on Facebook
The new Facebook Custom Audiences available
The top of funnel ad type that converts best

Links:

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Our Facebook Sales Funnel Offering
producedept.co
kurtbullock.com

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Transcript
Kurt Elster: Today, I've got none other than Kurt Bullock, slightly confusing we have the same first name. He's a Shopify marketing master who specializes in Facebook ads. I noticed because he's been working with me for the last several months fulfilling a lot of our projects and doing an extraordinary job.
I'm really excited to have him here with us. Anyway, we're going into it. We're recording live from Ethercycle Headquarters outside Chicago. I'm your host, Kurt Elster. Kurt, thank you for joining us.
Kurt Bullock: Good morning, Kurt.
Kurt Elster: How're you doing?
Bullock: I am doing great.
Kurt Elster: Diving right into it, Facebook ads and Shopify, we know Facebook ads are great way to drive new traffic, qualify customers to your store, bring back prospects, people who haven't bought yet but a lot people who implemented themselves do it in a way probably differently than you and I would go about it. Let's start with, what's the wrong way? How are people doing it and screwing it up?
Bullock: I think that a lot of people go at it with the approach of trying to put together a profile. This is the way that before there were all these cool new targeting methods, it was really only way to go. This is what they teach in a lot of courses.
You would go in put together a profile of your target customer, find all their interests...
Kurt Elster: Like a customer avatar?
Bullock: There you go. You're putting together a customer avatar, trying to find all the magazines that they read, their customers, their competitions, Facebook pages and try to put together a profile and run ads to that group of interests.
The problem with that is you are reaching a pool of audience at that point. They don't know anything about you and it's an expensive and a hard way to go. A lot of people come away from Facebook ads, Googling it doesn't work, I think, because they have difficulty with the targeting.
Kurt Elster: Interest targeting not very effective. What works better than interest targeting?
Bullock: When I work with a new client, the first thing I do is get them to upload, let's say, a customer list if it's larger than 100 or 200 customers or their whole newsletter list so that we can create a custom audience.
Kurt Elster: Why do we need the two different lists? Why not just lump them together?
Bullock: It's great if you can segment and find the most, let's say, your best customers. For instance, if you were to rank them just your newsletter members are going to be less targeted, less relevant than your customer list who have all gone through and decided to purchase your product.
If you have enough customers that you can upload this to Facebook and the reason you did enough, I say that, is because Facebook's then going to use their algorithm magic and try and create a new audience for you. Create a lookalike audience with completely unique people in there for you to