Shopify Audiences helps e-commerce merchants identify and acquire customers across advertising platforms. In this blog post, we’ll explain how you can leverage this powerful tool to bring potential buyers to your business.
Shopify Audiences uses advanced algorithms powered by participating merchants’ data to “develop millions of buyer behavior insights”. These insights are used to determine buyer intent, which allows Shopify Audiences to match potential customers with your store, creating an audience list that you can use for targeting on different ad platforms.
The feature is free to Shopify Plus merchants, as long as they are willing to opt-in to contributing their data to the Shopify Audiences data co-op.
Audience lists can be used on most major advertising platforms, including Google Ads, Meta, Pinterest, and TikTok. The type of list(s) Shopify Audiences generates is dependent on the platform. Once you’ve connected your Shopify Audiences app to an ad platform, the associated audiences can be created and exported for use in campaigns.
Let’s take a look at some of the ways you can use audience lists on different advertising platforms.
Google Ads: An audience list in Google Ads known as Prospecting Seed can be used as a source in Performance Max campaigns. It’s refreshed at least once a week.
Meta: Shopify Audiences has a Retargeting Boost option for advertisers, which allows them to target people who have engaged with their brand, but haven’t converted. A Meta Lookalike audience can also be used to find similar people to those in the Retargeting Boost list. And, for users just looking to find new people who are similar to past customers, Shopify Audiences provides a Prospecting audience list.
Pinterest: Similar to Meta, Pinterest has three options: Prospecting, Pinterest Lookalike, and Retargeting Boost. The lookalike audience is actually an Actalike audience that uses Retargeting Boost as a source.
TikTok: Shopify Audiences provides an audience list known as TikTok Lookalike. This is a narrow lookalike audience that is managed and regularly refreshed by TikTok.
Customer audiences can help advertisers target the right people, which means they can spend more efficiently. And while there are many ways to develop and use customer audience lists, Shopify’s ability to integrate with most major advertising platforms makes it one of the better options. According to Shopify itself, using lists from Shopify Audiences can cut customer acquisition costs by up to 50%. Shopify Audiences also allows access to some valuable industry insights, including how your ad performance compares to stores similar to yours in both size and industry. If your business is looking to improve performance, Shopify Audiences may be able to help you scale and optimize more effectively.
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Relevance Advisors is a Shopify Partner, which means we have access to the latest tools to help businesses like yours succeed. Interested in learning more about Shopify Audiences, or working with Relevance Advisors? Contact us today!
