7 Critical Mistakes Marketers Make in Shopify Campaigns — and How to Avoid Them

Many business owners make small mistakes that prevent their campaigns from reaching the true potential of their store. The result? Advertising costs are high and return on investment (ROAS) is low.
In this article we will review the 7 most common mistakes that marketers make inWebsite promotion for Shopify, and we'll see how to avoid them to improve conversion rates and bring more impressive results.

1. Ignoring precise target audiences

The mistake:
Many marketers thatGoogle Campaign Managers Or Facebook focuses on too general audiences, which causes advertising to reach irrelevant people and lead to unnecessary spending.

How to avoid:

• Creating Custom Audiences: Use store information such as customer lists, site visitors, and previous purchasers to create Custom Audiences.
  
  
• Building Exact Lookalike Audiences: Creating audiences similar to the audience already purchased in the store, with segmentation by interests and behavior.
  
  
• Smart remarketing: Running campaigns that return visitors who have abandoned the site and remind them of the products they were interested in.
  
  

📊 Tip: Advanced audience segmentation by engagement levels can increase conversion rates by more than 30%!

2. Failure to optimize the campaign budget

The mistake:
Improper distribution of the budget between different campaigns leads to the waste of unnecessary resources and often results in high advertising costs without satisfactory results.

How to avoid:

• Using Campaign Budget Optimization (CBO): An automated Facebook system that spreads the budget between ad groups according to their performance.
  
  
• Real-time ROAS Tracking: Constantly reviewing ROI and adjusting the budget accordingly.
  
  
• Regular A/B testing: Manage budgets in a controlled manner while reviewing different ads and ad placements to understand what works best.
  
  

⚡️ Tip: Prefer to invest the budget in audiences that yield the highest ROAS, rather than dispersing it over overly broad audiences.

3. Marketing messages are not tailored to the target audience

The mistake:
General messages that do not directly touch on the problems or needs of customers, cause the audience to not connect and move on.

How to avoid:

• Direct appeal to needs: Focusing on solving specific problems that the product solves for the audience.
  
  
• A/B testing for ads: Testing different versions of messages, creatives, and headlines to find the winning mix.
  
  
• Adapting language to the audience: If the product appeals to women, men or a young audience -- the message should match their language and style.
  
  

🎯 Example: If you sell sportswear, address the audience with a message that highlights how the clothes will improve their performance and help them feel comfortable in every workout.

4. Ignoring important analytics metrics

The mistake:
Run campaigns without tracking critical performance metrics like ROAS, CTR (CTR), and CAC (Customer Acquisition Cost).

How to avoid:

• Fixed Data Analysis: Regular examination of the data through Google Analytics and Shopify reports.
  
  
• Measuring the effectiveness of ads: Identify ads that don't produce results and disable them.
  
  
• Customer Track Tracking: Analyze data from the first click to the purchase to identify bottlenecks and improve the marketing funnel.
  
  

📊 Tip: If your ROAS is lower than 3, you should check your messages, target audiences, and landing pages.

5. NEGLECTING TROLLEY ABANDONMENT AND REMARKETING

The mistake:
Lack of reference to cart abandonments is a direct loss of potential customers who have already expressed interest in the product.

How to avoid:

• Campaigns for the return of trolley abandonment: Sending targeted emails or remarketing ads to customers who abandoned a cart with personalized reminders.
  
  
• Using pop-ups before going out: Presenting a tempting discount or promotion to get the customer to complete the purchase.
  
  
• Exclusive offers for a limited time: Creating a sense of urgency that will make customers come back and purchase.
  
  

🛒 Example: “Did you forget something in the cart? Get 10% discount if you complete your purchase within 24 hours!”

6. Failure to perform A/B testing over time

The mistake:
Run only one ad without additional testing, which prevents the detection of more successful versions.

How to avoid:

• Regular A/B testing: Compare different versions of ads, headlines, creatives, and landing pages.
  
  
• Follow up on performance: Identify the ads that generate the most conversions and maintain effectiveness over time.
  
  
• Continuous Optimization: Change strategy depending on the results obtained during the campaign.
  
  

💡 Tip: Change only one component of each A/B test to understand what exactly affects conversions.

7. Improper use of video and visual content

The mistake:
Preference of static images only when video can drive higher engagement and lead to sales.

How to avoid:

• Creating a targeted video: Short videos (15-30 seconds) that show the product in action.
  
  
• Use of diverse formats: Adapt the video to different platforms — Feed, Stories, Rails and more.
  
  
• Call to action on video: Motivate to action like “Buy Now” or “Join an Exclusive Offer”.
  
  

🎥 Example: A video demonstrating a product with customer reviews and a clear call to action at the end.

Let's talk about it.

Enhancing Shopify Campaigns Requires knowledge, experiencia e optimizació Perpetual. If you want to make sure that your budget works most efficiently and brings impressive results, it's time to let the experts at SFB take care of it.

📞 Click here to schedule an appointment

‍