Webinar: Scale Your Business with Facebook Ads by Wix | Wix.com

Welcome to our scale your business with Facebook ads by WIX Webinar. My name is Mike. I'm the head of our Facebook ads growth team here at wix. We're expecting a big group, so I know we have a lot of people already active in here, but we're going to wait another minute or so to allow more people to join. If you just joined us, please put in the chat your domain, where you're watching from and so everyone can kind of see what you're doing on wix. But I hope everyone's as excited as we are to discuss the digital marketing landscape at such an important time for it. So, as I've already mentioned, feel free to comment where you're watching from, your name, your domain, all that great stuff. And everyone can kind of keep in touch with your business that way. But you can also ask questions throughout the webinar. We'll try to address them as they come. We should have some time for a Q and A at the end, but make sure when you do, select panelists and audience so everyone can benefit from the questions that you're asking and see them on there. But before we dive into anything else, we're going to do a quick poll here. So just to kind of get a sense for where everyone is or what sort of business everybody has. So I'm going to quickly launch here and take a minute to put in what, what sort of business that you have, just so I can get a better sense. All right, so we have a lot of stores, bookings, a lot of other. Very ambiguous. All right, I'll give it another couple. Another couple seconds. A lot of others. All right, great. The nice thing about the timing of this is that we've recently expanded to all users. So this is not just exclusive to stores and bookings anymore, but anybody can benefit from this tool. And that's a lot of what we're going to address today. All right, I'll end the polling here. 61% other very, very interesting stuff. All right, so who you'll be hearing from on today's session? So the purpose of this webinar is to help you understand the digital marketing landscape and discover how the Facebook Ads by Wix tool will help you reach the right customers with our advanced AI. So we've collaborated with Facebook to assemble a dream team of sorts. No pressure, guys. I hope I can say that. But we'll start with Amit Drenger. He is our product manager for Facebook ads. He helped create the tool from scratch. So all of the praise and the Feedback we will make sure he sees and gets directly. We're also joined here by Reed Howell. He works in product marketing for Facebook. Thank you for joining us, Reid. We really value the partnership with Facebook. Obviously we couldn't do our tool without the platform. So we look forward to hearing your insights and appreciate this collaboration. So what we're going to cover in this session, so we'll discuss the digital marketing landscape, specifically Facebook and Instagram. We're going to discuss how the WIX AI will constantly monitor and optimize your campaign so that you don't have to. We'll look at some small businesses that are just like yours who have seen a huge impact. Using our tool, we will walk through the setup of a campaign so that you can see how quickly and easily you can get this in front of your customers and start targeting the right people. We'll talk about best practices for setting up your site and your ads campaign for success. And then finally, we're going to discuss organic channels that will help your business grow in tandem with your ads. So as I just mentioned, we want to discuss some best practices for setting up your site and your ads for success. But we also wanted to show you how we at WIX view the marketing journey of our users and and how we can help move you guys towards success. So it really, it all starts with the website. That's the foundation. Your website is your storefront where people will see you and essentially meet your products for the first time. So just like a storefront, you want to make sure that it's clear what you sell and that there's an easy path to discover and purchase goods and services. The next step after that is building up your following through organic marketing. And this is really, really important. So you want to make sure that you have a strong email list so that you can interact with your customers directly, with deals, with updates, with hey, you forgot this in your cart. But you also want to have an active social channel so that you can engage and interact with your customers and your followers on a day to day basis. But once you have that, then it's time for paid tools like the Facebook Ads by Wix tool. So there's an analogy that I always like to use where running an ad campaign like ours is kind of like an invitation to a party. Before you have a party, you want to make sure that your house is in order. You want to make sure that you're ready for it when people start coming over and knocking on your door. And when you run these campaigns, you will have knocks on your door, so to speak. So that's the nice thing about this tool in particular though is that once you have this campaign up and running, we take care of the rest. You can focus on all of the other aspects of your business that small business owners are greeted with on a day to day basis. Without further ado, I'm going to pass it over to Reid to talk about the opportunity that Facebook and Instagram ads provide to small businesses right now.

Awesome. Thanks Mike and excited to chat with everyone today. As Mike mentioned, my name is Reid Howell. I'm on our Facebook business product marketing team actually supporting small businesses. So really excited to be a part of this forum. So there are many paths for digital discovery today, as many of you know, but no experience comes close to the quality, efficacy and scale of discovery Powered by Facebook when it comes to discovery commerce, Facebook platforms are both the category innovator and the category inventor. Of weekly users of Facebook platforms, more than 74% who discover new brands or products online typically discover from a Facebook platform first. Looking and comparing this to other channels, you'll see that truly the initial discovery and the way people are interacting with brands starts with Facebook platforms. These discoveries and connections are happening at unprecedented or massive scale around the globe. So we recently announced that in our latest earnings call that There are now 3.45 billion people using one of our platforms and over 200 million businesses as well on our platforms. So there's a ton of opportunity for businesses to connect with consumers and people who may find interest in their brands. And these discoveries are also leading to purchases. So it's not just the discovery aspect. Of online shoppers surveyed in the US who use Facebook platforms weekly, 86% ultimately purchase the fashion, beauty, furniture, or consumer electronic product that they initially discovered on a Facebook platform. And these findings also support that 87% of consumers believe it's important to purchase from brands or retailers that understand the real me or the real them. Next slide. And for people, discovery feels simple and delightful on our platforms. As they interact with each of the various apps, they can discover new products wherever they are, and they're able to purchase quickly and easily, often without ever leaving that particular app. I do also want to stress that these personalized experiences are also powered by data, which helps businesses like yours provide the most relevant message at the right time to the right person. And today, innovative businesses are not only thinking about their customers first, but they're already laying the foundation for their data driven marketing strategies to help them thrive in today's ecosystem. And with Facebook's Integration with wix, you can easily get started by growing your business platform in just a few clicks. One of the benefits of this is to seamlessly integrate and connect your online storefront with Facebook through the Pixel or the Conversions API. And these business tools allow you to establish a more reliable data connection to help improve performance today and digital preparedness for tomorrow. We're going to get more into best practices of integrating Facebook by WIX later in this webinar. Now I'm going to pass it over to Amit, who you met a little bit earlier, who is the product manager from Wix who built this entire integration.

Thank you, Reed. Hi guys. Super happy to be here. So I want to tell you a bit about our product, Facebook Ads by Wix. But before that, definitely, like, we understand that there is a huge opportunity and that paid advertising is really essential for any type of business. And here at wix we try to build a solution that's integrated and that allows you to create, manage and track your campaigns all from the WIX platform. So you're probably asking yourself, next slide please. Why? Why using Facebook Ads by wix? What is the added value? So like we said, advertising is essential, but in order to reach success, you really need to invest time and kind of become an expert in how to learn what's working and how to optimize your campaign. And that's what we're trying to do. We're trying to take care of that for you. So what exactly are we doing? So starting from the technical setup, there are things that are best practices and can really help you succeed with your ads, starting from making sure you have the Facebook Pixel installed in your site. That way we can track anything that's happening, any actions that are happening on your site, and using that info to better optimize your ads. In addition, there are a lot of different ad types. And one of the things we are trying to do is to find the right recipe, the right creative that will work for any type of business and then recommended to our users. That's what we're doing with this product. And I'm going to show you guys a bit later. In addition to that, there's the targeting. So how do I find the right audience for my ad, for my business? That's something that we cover. We create different types of audiences on Facebook using the different capabilities that are out there. And then we test them once against the other to see what's working. And at the end we also look at the bigger picture of the KPIs and what you're trying to achieve and how can we better optimize the ad once it's running to deliver better results? All of that is what this tool provides and we're going to see how it works.

Amit One thing that I hear on a daily basis from our users as a very helpful part of our tool is the technical setup. The fact that we are adding the Facebook Pixel for stores, adding the product catalog to Facebook. The Pixel is automatically added to the site as well as a Facebook ads account being set up all within a couple seconds of your onboarding. This is something that if you didn't know how to do, could be a bit of a non starter as well as if you didn't know how to accomplish it. Take time right at the start. So we take care of everything in the preset up as well as running your campaigns.

Correct. And just to add because I saw a question from the crowd measuring KPIs meaning like we based on the goal that the user defines, we're able to display those metrics in our dashboard, in the Facebook ads dashboard and optimize the campaign for conversion. If it's sales, if it's bookings, that's what we do and we make sure that we're trying to reach that campaign goal. So this product is based on a lot of research and a lot of testing. That's something I want to emphasize because here in Wix we really believe in testing before we develop our products. And we've done that. And what we found is a recipe that works for our users and that delivers results. And we built this automatic solution that is AI driven and I kind of like to call it like your personal marketing assistant or your agency because it really kind of saves you time and the know how of running ads. So you really don't really need to do it yourself or hire someone. You can really just use our tool and enjoy these benefits. And when we talk about the impact. So it's amazing to see that even, you know, like more than 70% of our users, those who run a campaign, they're able to increase their site traffic by more than 50% and that's only in the first month. And it's not only, you know, that we're bringing in traffic, it's high quality traffic that's more likely to convert. So that in itself is a huge, huge value. And I want to share with you guys a few of our success stories, starting with David. So David has a business that specializes in just healthy lifestyle, so selling supplements and consultations around those products and what's really nice here is that he had a really nice following on Instagram before he started running campaigns, but he wasn't able to really leverage on that audience. And with running ads he was really able to do that. And you can see that in the results, like a really nice increase in his sales and the return on ad spend was like unbelievable, more than 2,000%. So that's a really nice story. We also have Drea. She has a clothing line that she sells online and she started off this campaign and saw really nice signals. But then she was contacted by one of our account managers who really helped her improve and optimize her site as well. That's something I'm going to touch on like later on. But making sure the entire experience, not only the ad itself, but also the experience on your site is optimal is something that really promises better results. So you really need to look at the entire, you know, the bigger picture. And in this case she did that and saw also really nice results. And I think we have another story which Mike, maybe you want to share this one because it's close to your heart.

Sure. So this is Bomsy. It's considered baby wear, so it promotes skin to skin bonding with your newborn. And I just actually had my daughter's first birthday recently and I'm remembering those early days where you kind of don't know what you don't know. And this is really like the epitome of targeted advertising to potential customers. Right. And actually how we were able to get in touch with Joey and Anna was one of my team members was an expecting mother who was targeted by an ad by Bonzi and she purchased. And then through that process she saw that they were a wix website. So she approached them about our tool and how instead of them having to operate their campaigns on their own, they could automate everything through our system. And the results show. Right. They have done over $64,000 in revenue with close to a 400% return on ad spend. And it allows them to really take their hands off the wheel and focus on building their brand and doing all the other things that their business dictates.

And sorry to jump in quickly here. My wife and I actually had our daughter five weeks ago and my daughter had a Bonzi onesie on this morning for some skin to skin. So we've seen the power of personal advertising across Facebook and Instagram and as first time parents, we are definitely suckers for purchasing anything that will help ease life right now into the first five weeks of our daughter being here. But we found this product before this webinar and before this conversation with wix, so wanted to highlight that.

Definitely a success story. Cool. So now that we've talked about the advantages of this tool, let's see how it works. So starting out from your WIX account, you can navigate to Facebook and Instagram ads from the sidebar and you land on this welcome screen. The first step would be to define your campaign goal. So this is actually was recently launched. Mike, if you can go to the next slide, you can see here that you can choose either to promote your store and get more store orders. There's also an option to get more leads and bookings and to promote a specific page on your site. So this is, like I said, just recently opened and allows all types of businesses. If it's a store or someone providing a service or just promoting a blog, you can do that with our tool. Following that, once you've chosen your goal, you need to connect your Facebook account to your WIX site. So after a few simple steps, you can choose the business page where you want the campaign to run on. And then following that, that's when we start handling the technical aspects. It all happens behind the scenes. We make sure that the pixel is installed on your site, that you have an ad account. And in case it's a store, we also upload the product catalog to Facebook. So it's really seamless and easy. And after that you're going to reach a four step wizard. You can see here the experience for both a store user and the non store user. So on the right, you're a store user who has two options. You can either choose a dynamic ad or you can choose the classic format. So I want to stop here and explain the differences a little bit. A dynamic ad, this is really cool. So if you have a store that includes more than like two, three products, you would definitely want to choose this option. It's a carousel that displays different products and the dynamic factor means that different people on Facebook and Instagram are going to see different products based on their interests and their engagement with the ad. So Mike, you and I, for example, we can see different products because I've visited the site and checked the bag versus you seeing the pants. So this is really cool and is really able to improve the conversion of these type of ads.

I think the interesting part about this is it is totally, totally targeted. Right? So it's not just going with like a blanket. Okay, you visited this store before, so we'll just show you any of the products. It really goes into what your, what you've clicked on, what you've spent time looking at, what you've spent money on in the past to put the most effective ad in terms of like what you're willing to purchase directly in front of you. So it's not going to waste your money showing ads to people that aren't going to be relevant or products that aren't relevant to those customers.

Right. So you also need to kind of trust, trust the algorithm and basically just, you know, understand that it's gonna, it's gonna base it based it on the signals that it's seeing on Facebook and Instagram. There is an option to choose specific products if you want to promote, you know, a specific collection or a specific product. I do recommend keeping as many products as possible so the algorithm can really optimize and then you can also control the caption and change it also while the campaign is running. And then on the left you can see the more classic type of ad. It's a single image ad, so you can upload your own image, your own creative. I think this can suit like if you're going for a more targeted promotion or sale, so you can really enjoy this format and it can suit any type of business and not only a store.

And this is, this is a great, a great ad type for, you know, if you have bookings or if you're trying to drive traffic to a form, like if you're, you know, some sort of service, business construction or, you know, anything like that. So it's not going to be based on putting several products in front, but instead it's going to be just one static image. But you can decide where you want to direct the customer to, whether it's a services page that lists off all of the things that you do or a lead capture form. So it's just we want to be able to offer different types for different sorts of businesses to tailor it directly for them.

Yeah. And I just want to add that we're constantly thinking about how we can add more functionalities here and more, you know, allowing more type of businesses basically to find the best creative for their business. So we're testing, we're trying to provide you with the best recipe, like I said. But what's cool is that now we're open to all users and it's not only stores like we said. So any type of business can really run the single image campaign and drive traffic to a specific page on the site. Cool. So let's move to step two. So step two basically includes the Audience, this is where we want to hear a bit more about who would be your potential customer. So important to say here. This information, we're going to use it to target your ad. But it's not only that, like, at this point, we're going to create different audiences behind the scenes and test them a, B, test them and see where we're getting better signals. I want to give a few examples. So one example is called, is basically lookalikes. Lookalikes are audiences that are similar in their characteristics to people who already showed interest. For example, people who like your page on Facebook. So we are able to broaden that category and target additional people. And by doing that, we're reaching new audiences. That's one of the things we're doing. And then another one is remarketing, and that's based on interactions with existing visitors on your site or existing customers, people who showed interest and for example, added an item to their carts. So we're able to later on show them the ad again and encourage them to make action and convert. These things, like I said, are being done behind the scenes and are being tested 247 to ensure the best results. So this is really the essence of this product.

Yeah. And the way I like to describe this is retargeting is essentially your regular customers, in a way, people who have already shopped with you, people who are already familiar with your site. Maybe they follow you on social media or they visited your site or purchased from you in the past. Lookalikes are people who are similar to them in terms of the Facebook pages that they follow, the sites that they visit, their purchasing history, but they don't know your business yet. We create these lookalike audiences based on what we know has been effective in the past to get you in front of new customers who are potentially going to purchase from you.

Correct. And yeah, so you can define the gender, the age range. Interest is something that can really help us. So you can kind of think of what defines your typical customer and then add it here so we can use that information to reach the right audience. But remember that it's not only that and a lot of things are going to happen on top of that. So moving to step three. This is where we define the monthly budget for your campaign. It's going to renew each month until you cancel. It ranges from $80 a month to $5,000 a month. And yeah, basically the way it works is that 15% 15 goes to Wix. This is what we do behind the scenes. We are your marketing agency who does all the optimization. And we do that 24 7. The rest of the money goes to Facebook directly in order to, you know, for the media, for the ad spend. So in terms of customizing and changing your budget, that's always an option we allow to change, to increase or decrease the budget while the campaign is running.

Yeah. And one thing, one thing that's really nice about this is the fact that it is, you know, there's no commitment. Right. So there's no retainer that you're spend your. You have to give to a marketing agency. No minimum spend, aside from, you know, our minimum monthly budget. But if you were to go to, you know, an agency directly, I'm sure it's going to be more than $80 a month. So you have the ability to select a budget that makes sense for you and your business at whatever time that is. And what we see a lot of users doing right now is they're on a budget that they've been working with for a couple months now. Black Friday, Cyber Monday, the holidays are upon us. So they actually increase their budget to a higher spend for a couple months around the holidays to try to really capitalize on this. And then rather than turning it off, which is an option, you can always pause these campaigns and turn them off whenever you want to and pick them back up. But what they do is they just lower their budget back down because they like the traffic and the sales that this provides, but they might not be at as high of a budget as they would be around the holidays. So you always have the flexibility to pause your campaign, to end your campaign, to adjust up or down, which is flexibility that our users really, really enjoy.

Definitely. So after defining your budget, you review the things that you've set up in the previous steps and then you can make the purchase and launch the campaign. What's really cool is that it's all done on the Wix platform and you can really monitor and understand the performance all from Wix. So once the campaign is launched, you get to your Facebook and Instagram ads dashboard where you can see the different metrics and insights about your campaign performance. Just kind of explain a bit what you're going to see here. So you're also going to see the engagement on Facebook and Instagram, how people are interacting with your ads, but then also the impact on your store and your site and how people are, you know, converting in your store funnel or in your site funnel. Another really cool thing we've added here is insights about your audience. So who are the top audiences that are engaging and converting on your site. And then in terms of actions, like I said before, you can always edit your campaign, you can change the budget and of course you can pause it. So if you're out of stock for a few days, you can always do that from the dashboard and then resume your campaign when you're ready.

And one thing to note on, like if you are out of inventory, for instance. So that's another benefit of everything being all in one place on wix. Right. So let's say you're operating your store through WIX stores and a couple products are out of stock, which is sometimes a good thing because it means that they're selling a lot of. But if you market out of stock in your inventory, it will actually automatically be removed from any ad sets that you have until you put it back in stock. Right. So as long as you market out of stock, nobody is going to see ads for it. So you're not put in a position where you're selling something or advertising something that you can't deliver on. So it's just another added benefit of having everything all in one place so that changes or adjustments like that all happen seamlessly. All from your WIX dashboard.

Yeah. And those who don't have time to check their dashboard on desktop can always do that from the WIX mobile app. So we also provide you with stats and insights inside the mobile app, which is really cool. And something we're working on adding more insights and more metrics as we go.

And just a quick reminder here, I've seen a couple questions about this. We will share this recording to everybody afterwards. So we, yeah, we'll send out a recording link to every one of the participants and also keep asking the questions. Right where we're documenting them, we're going to get to them. At the end, there'll be a Q and A. So keep, keep firing away. I assure you we'll, we'll try to get to as many as we can.

Cool. So we're going to move back to Reid, who's going to tell you a bit about best practices on how you can even get better results from your ads.

Awesome. Thanks, Amit. So as mentioned, by integrating with Facebook for Wix, you can do a multitude of things. First and foremost is you can create ads seamlessly all in one place. So the steps that Amit walked through are actually far fewer steps than doing this directly within Ads Manager. You can also tailor your messaging in Ad Creative, also all in one place. And then last but not least, you can establish your best in Class data driven marketing by using both the Facebook Pixel and the Conversions API. So the Conversions API is designed to create a direct connection between your marketing data and the customer actions on your WIX site and the Facebook systems which help optimize ad targeting, decrease cost per action and measure results. And we've actually found that advertisers who leverage those best practices while sending events through the Facebook Pixel and the Conversions API at the same time receive on average an 8% improvement in their CPAs or cost per action.

And the Conversion API is actually an out of the box thing that we include with our tool as well. So when the iOS update came out, there was a lot of talk about how you can, you know, get Conversions API onto your campaign. Again, it's one of the out of the box tools that, that we offer with our tool.

Yep.

So Mike, just to make sure we're, we're clear, there's no additional setup or steps that any of the folks on today's call would have to take. They just have to leverage the wix or the Facebook by Wix integration.

Correct.

Awesome. Cool.

So we too wanted to just touch on the importance of creative, especially headed into the holiday season as competition increases on our platforms. And so understanding your customers holiday shopping motivations can help you inspire the creative that you create for Q4 in this holiday season. And we've actually found that 89% of the time relevant creative converts across different audiences as well. And then just some things to consider when you are building out creative to make sure that it is relevant to your customers. Some tried and true best practices is first and foremost always highlight the product or service or brand and showing how that product or service is used. I know we have quite a few service oriented folks on today's call, so it is true regardless of product or service, make sure that you're highlighting both or one or the other. Capturing attention with relevant and timely text overlays such as holiday specific messaging. So really relay the time of year or the season or the action that you would like your customer to take and then leverage that call to action. So ensure that you're leveraging the call to action. So a Shop now button, a Book now button for those service oriented folks to really drive home the action that you're looking to have your customer take. And then lastly, we always encourage you to continue to test to see what works best for your business objectives. While these are all best practices, you should kind of adopt that test and learn mindset to see what works best for what you're trying to achieve on our platforms.

Cool. So other than the ad itself and being able to kind of optimize that, there's also the site. So we touched on that in the beginning. But I want to kind of provide you guys with some quick best practices on how you can improve your site and ensure that you get the most out of your ad, starting with the clear call to action. So in your homepage, which is usually the most important real estate on your site, you want to make sure that the top fold, the top section that users land on includes a very clear message, a high quality image and a clear action, a clear cta. It can be shopper collection or Shop now, whatever it is. But you want to make sure that message comes across very clearly. Of course, navigation on your site is important. That really impacts the user experience. So you want to make sure that's intuitive and clear as possible that the hierarchy on your site is also as clear as possible. Of course, mobile is super important. We know that most of the traffic, the majority is going to come from mobile. And wix provides you with a mobile editor where you can customize your site and make sure it's mobile friendly. So that's something you definitely want to focus on. So the images is not only your homepage, that's also your product pages or anywhere on your site where you want to make sure you look professional. And this is a great way to do that. Social proof is something that is really important. I think this really helps in creating trust, building trust and improving credibility for your business. And some of the things you can do is adding testimonials on your site. You can always link to other sites where you know some of your partners or your clients. You can link to your social media accounts and make sure those links are working. And then on those social channels, like we said before, you want to make sure they're active and that way you can really create trust. And the last thing is a buzzword we've been hearing a lot in the past few years. You want to make sure that your site is accessible and that basically any person can interact with your website. And WIX provides you with different tools, the templates and the accessibility wizard that allows you to kind of optimize your site and make sure that it's accessible and following the guidelines for accessibility. So definitely try to go through this checklist before you run the campaign and as you go.

And one that I think is very important is kind of along the same lines as the social proof, but for stores or really any business, you always want to have like a clear either return policy or refund policy. I think we've all been drawn to sites where you're like, is this really, you know, what's going to happen with my card? Or are the clothes ever going to really get to me? So it's important that everything is clear on the site about what happens if there are any issues or ways that they could contact you.

Cool. So the last thing I want to kind of show you guys is some of our other marketing tools as part of the Ascend offering. And with these tools you can really kind of complement your ads and get even better results. So there are different marketing tools starting from SEO, email marketing, social posts. These different tools can really allow you to kind of, you know, get your brand out there, engage with your potential customers, maintain relationship using email marketing. And that's something you want to invest in. You don't want to focus only on one channel. And then we have a really cool feature that we just launched actually a few weeks ago, which is called multi channel campaigns. And this allows you to create a unified campaign that includes different assets. So it can be an email campaign, it can be a social post or video. They're all bundled with the same intent, with the same kind of overall design. You can always customize it, but it's really easy to create. And you can then monitor and understand the results all from the WIX platform. And I think this is like a great practice for the holiday season and something you want to kind of try out and see how that works for you.

And I think that this is a game changer and it's really in line with a lot of how we like to operate at wix, which is take something that could be very complicated and make it very simple. What we do kind of with the, with the Facebook ads tool, allowing you to take your hands off the wheel and we monitor and optimize everything. But now with the push of a couple buttons, you can do this really professional orchestrated, multi channel campaign across social posts, email marketing, Facebook ads that allow you to really play at the same level as these people who have professional marketing departments who are, who are running these campaigns all at the same time. So it's a really amazing tool for our users at a very, very important time to be able to have it. So thank you, Amit, that was awesome. Thanks for walking us through everything and thank you Reid as well for your part.

Part.

So what we covered today, so we spoke about the current massive opportunity that's presented to small to medium sized businesses on Facebook and On Instagram, we discussed how the WIX AI tool can help you get ahead with your ads, all while doing all the heavy lifting for you. We walked through the campaign setup to show you how quickly and how easily you can start reaching your customers and getting sales. We talked about best practices for your ads and your website and how you can continually optimize both. And we also went through the wix suite of marketing tools to help you grow your business organically, including that multichannel tool, email marketing, social posts, that'll just help you build in tandem with your paid ads. So thank you for joining us today. I know that we have a lot of questions in the chat. We'll try our best to address as many of them as we can. I'm going to stop sharing so you can see our faces again, and then I will get to some of these questions that we have. So first, let's see. There's so many good ones. All right, so the first one here is. We'll start with. Well, I understand the purpose of the integration between Facebook and wix, other than the technical setup. What are the advantages of going through wix rather than setting up your campaign directly with Facebook? Amit, you want to take that?

Yeah, yeah, I can take that. So I think, again, the technical part is a great addition, but the main thing that we're doing is once the campaign starts running, that's where, you know, the algorithm really plays a big role in just learning, testing the different, Creating the different audiences, then testing them and seeing what works best. So that's when you really, like, you know, as someone who would do it yourself, you would have to kind of learn and understand what's working. And we want to save you that time. We want to save you that, you know, that expertise that you need to develop. And I think this is like the main value that we offer with this product.

Yeah. And I think the time saved is huge. Right. As a small business owner, you're doing everything right. Maybe some of you have staff that you're dealing with. Maybe some of you are actually packaging the goods yourself or providing all the services yourself. So having to handle how you're going to monitor and optimize, which is something that you have to do if you want to have a successful campaign. It can be too much. And we wanted to take that burden off of our users so that they can focus on the things that they know and really allow us to reach the right customers on their behalf and really run a successful campaign for them. Great. So can you elaborate on the wix AI and how it actually helps me. How long does it take to learn and optimize my campaign?

So I would say it takes time to learn. There is no magic here. So a site that has more visitors and has a pixel already installed, that would be really helpful for the campaign because we can kind of learn faster and use the data that was already collected. But overall, a month, usually a good time for us to kind of learn and understand what's working. And you should be able to kind of understand where the campaign is going at that point. And like I said before, most of the work is being done in terms of testing the audiences, testing different placements on Facebook and just kind of understanding the recipe that works for your business.

Great. Yeah. And I saw a quick question in the chat just now. This is for Facebook and Instagram, so it's going to be on both platforms. And you know what? Part of what the AI is doing is checking both. That's part of the AB testing. It's seeing Instagram versus Facebook, it's seeing feeds versus stories and it's seeing what is most effective in terms of getting the right buying signals. And, and then what it does instead of spending, you know, all the money in an area that isn't going to be effective is it optimizes and adjusts and says, okay, we're going to put, we're seeing the best results on Instagram stories as an example. We're going to put our focus there. Right, so that your money is being used in a cost effective way. Another question that's come up a bunch of times. Yes, you will be able to watch this chat or watch, sorry, watch this presentation at a later time. We'll send it out to everybody a little while after we wrap up. Okay. How about how are Facebook ads continuing to optimize with Apple's recent privacy updates?

So, yeah, I can take that as well. So actually we've been working a lot on how we can kind of make it easier for our users. We know that there was a lot of concern around iOS 14 and how it's going to impact the campaign performance and monitoring. So basically what we're doing today is that we're covering everything, everything you need to do from verifying your domain and setting up the configuration of your events on Facebook. That's something that's done also behind the scenes. So actually you don't have to really worry about a thing today. Of course there is an impact on how much we can actually monitor and provide in the dashboard. So some of the data is not available. Anymore because of privacy reasons. And that's something you have to be aware of. But it doesn't mean your campaign is not going to be successful. So I think we can take a lot of the, you know, the concerns are kind of taking, you know, being tackled and we're trying to do whatever we can to make sure that the campaign will deliver and get the best performance.

I will also quickly add, we too published a blog post around kind of getting the most out of performance and measurement more recently. And one of the things that we've seen work well is kind of that going back to basics and hitting on some of those best practices that we talked about a little bit earlier regarding creative and budget optimization and making sure that you're leveraging multiple platforms or placements as it's called. So it's really kind of going back to what are the tried and true best practices as well, along with the things Amit mentioned that can kind of safeguard your business as well.

Great. And we got a question from Monica just recently in the chat. Do you offer or one on one chat to help decide these steps? So the answer is yes. We'll provide a link to how you can schedule a call and have one on one consultation in terms of how you set up your campaign, selecting a budget, all that great stuff. So we want to make sure that you are taken care of throughout this process. This is an interesting one. Can the business image be an animated gif? Which is a question from Ricardo.

So I will say this is something we're working on. So today it's only a static image, so we don't allow GIFs or videos, but that's definitely in our pipeline and something we want to offer very soon. So stay tuned for that. Great.

And I got similar questions from Blake just now as well as Martin. They're around a similar topic. So how does more leads or bookings work? Which was Martin's question, but similar like does this work for all companies that don't have a store? Which is what Blake asked.

Yeah. So anyone can choose this goal assuming you have the requirements like your site published and a premium account. Like you'll be able to choose this goal. And what it does is it optimizes for either if you have bookings installed on your site or if you're just collecting leads. So we're able to learn based on the signals on your site and optimize for that goal. So definitely it's like very broad and any type of user can choose this if it suits their business goal. Great.

Excellent. So another Question that we have was, do you need the Facebook pixel? And also we got one from Stephanie. I had a Pixel installed, but it disappeared. So maybe let's talk about the pixel, kind of what the Pixel is and does for those who might not be familiar and maybe some steps that you can take if anything ever happens to the Pixel.

Yeah, so like we said, we want to take care of the technicalities. So one of the things we're doing is either taking the pixel you have on your site and using that one, or we're creating a new pixel and making sure that it's implemented on your site and using that in the ads. And the Pixel is basically a snippet of code that we add to your site. And that way, like, it allows us to track any activity that came from the ad and later on to your site and kind of, you know, use that information. So if someone visited a product page and added an item to cart, we can later send that information back to Facebook and use that to optimize the ad. I hope that answers the question. Yeah.

The way I always describe the pixel in a way is like the brain of the site, like in the memory, you know, it's like it's seeing what's happening on your site. It's remembering it. It's seeing. Okay, person A, you know, was hovering over this specific product. Okay, let me relay that back to the marketing campaign. So it's really. It's like putting the brain on the site. Everything is remembered and then used so that you can create the best specific ads for that specific user or customer. I should say,

I will say alongside the Pixel, it is a best practice to have the Conversions API also sending back that information from your site. WIX is automatically doing this as well through the integration. And the Conversions API is a server to server integration. The information or actions that are being taken by customers on your site that the Pixel would capture is now being captured by the Conversions API, which is a more reliable way to pass back that information. So you guys are not losing any of the learnings from your site that can be used to target, optimize, or measure your campaigns.

Great. And we actually, we got similar questions from Nicoletta and also Talitha. Sorry if I'm mispronouncing that, but it's around who's able to use this tool? Do you need a premium plan or can you just use it as a free site? So anybody who has a premium plan now can use this tool, but you do need to have a premium WIX plan. You do need to have a purchase domain and then there are a couple other prerequisites. You need to be the admin of the Facebook business page and also have the WIX URL on your Facebook business page. But in terms of the premium, any premium is now eligible to use our tool, no matter what you're trying to promote or sell. All right, great. How about this? As a service provider, not E commerce, do you recommend dynamic or static ads? This is from Shannon.

So service providers, if you don't have a store installed on your site at the moment, we only allow to create the classic ad meaning like the single image. So you know, today that's the option we offer. Like I said before, we are working on more, adding more ad creatives later on, but definitely we already see great results for people who are using the single image ads and promoting traffic to a service page, for example. So definitely something you should try out.

Yeah. And we just got similar question from Suzanne and Martin about, you know, if you're a brand new business, should you do this right? Should you start a Facebook ads campaign? And that's why we showed you guys what, you know, our marketing pyramid and really how we view the marketing journey of our users and you know, how we try to guide you guys towards being successful. So we always think that you should be building up your organic following first. Right. You want to be posting on social media and building up, building up your following their email subscriber base as well. And then once you have, you know, some, some people to interact with, then it's a better time for you to, to run a campaign. You know, just because retargeting and lookalikes, that's the main functionality of our tool. You need to have some people to create the lookalikes and retarget and remarket to. So, you know, that doesn't mean you need to wait years and years and years, but you do want to build up a little bit of an organic following before you put your money towards paid ads. Because when you do, it's going to be a lot more successful, a lot more quickly. Great. All right, and then one last question. Is there a threshold for how large your social media following should be before starting a campaign? I don't think so. You know, there's no direct number associated with what you should have in terms of a following. You do want to have people who are interacting with your page because it's just going to give the AI more signals to work with and more people to create lookalikes off of. Okay. These are people who are really into this product. Let's find people who are similar to them, but there's no threshold. And I know a lot of businesses that are using wix are starting from scratch in a way use the tools that we have to offer. Right. There's a lot when you just go onto your WIX dashboard, there's a lot of guidance just built in, suggesting things based on where your business is at. So follow those steps and slowly build up. And then when the time comes that you feel like you're ready for, for doing a paid ad campaign, you'll also have people who are here to talk to you, to guide you along that as well.

Yeah, I just want to add that there are a lot of different, like tools within the WIX dashboard, you know, and there's a lot of education, the WIX blog, many things you can use to kind of optimize your site, make sure you're ready for advertising. So we want to, you know, at the end of the day we want you to succeed and we need to look at the entire experience. And I think WIX today provides all these tools in order to get there. So definitely use these tools and use the opportunity that we try to offer. Great.

All right, well, I see that we're closed up on time, so I just wanted to thank everybody for joining us today. Thank you. Thank you Amit, for taking your time. Thank you, Reid, for this collaboration. Really, really insightful stuff and any questions that you guys have, we'll be sending out the recording. But also some resources, ways that you can get in touch with someone to talk and get your campaign set up, but also just helpful resources if you want to go at this alone. So thank you again. It's been a pleasure. Thank you for all the participation in the chat. Some great looking sites. Happy that we had participation from all over the world and yeah, we'll be on the lookout to help you guys get your campaign set up.

Thank you guys.