Shopify E-Commerce Ads Masterclass: Targeting and Production Course

Lesson 1 • Ad Account Setup and Structure

Walks through creating and organising ad accounts across major platforms. Proper structure prevents budget waste and simplifies optimisation later.

Lesson 2 • Key Metrics and KPI Definitions

Defines the performance metrics used throughout the course to evaluate ad success. Connects each metric to a specific business decision.

Lesson 3 • Shopify Store Architecture Overview

Maps the key components of a Shopify store relevant to ad campaigns. Establishes the link between store structure and ad performance tracking.

Lesson 1 • Using Shopify Analytics for Audience Insights

Extracts customer behaviour data directly from Shopify reports. Connects on-site behaviour patterns to targeting decisions on ad platforms.

Lesson 2 • Third-Party Research Tools and Methods

Covers survey tools, social listening, and competitor analysis to supplement Shopify data. Broadens audience understanding beyond existing customers.

Lesson 3 • Segmenting Audiences for Campaign Use

Translates personas into platform-ready audience segments for cold, warm, and hot targeting. Segmentation directly determines campaign structure in later chapters.

Lesson 4 • Building Audience Personas

Synthesises research into structured persona documents used across all ad campaigns. Personas serve as the targeting brief for every ad creative decision.

Lesson 1 • Installing Pixels on Shopify

Step-by-step pixel installation via Shopify's native integrations and manual code methods. Correct installation prevents data gaps that distort campaign performance.

Lesson 2 • Auditing and Troubleshooting Tracking

Diagnoses common pixel misfires, missing events, and data discrepancies. A clean tracking audit is required before launching any paid campaign.

Lesson 3 • Tracking Pixel Fundamentals

Explains how pixels collect user behaviour data and send it to ad platforms. Accurate pixel data is the foundation of every optimisation decision.

Lesson 4 • Configuring Standard and Custom Events

Maps Shopify store actions to standard ad platform events and custom conversion triggers. Proper event configuration enables granular optimisation and reporting.

Lesson 1 • Retargeting Audience Architecture

Designs retargeting audiences based on funnel stage and recency of interaction. Structured retargeting reduces cart abandonment and lifts overall return on ad spend.

Lesson 2 • Custom Audiences from First-Party Data

Builds custom audiences using customer lists, website visitors, and engagement data. First-party audiences consistently outperform cold interest targeting in conversion rate.

Lesson 3 • Lookalike and Similar Audiences

Generates lookalike audiences from high-value seed audiences to scale cold targeting. Seed quality determines lookalike accuracy and downstream campaign performance.

Lesson 4 • Interest and Behavioral Targeting

Covers platform-native interest and behaviour categories for reaching cold audiences. Selecting relevant interests directly impacts cost per click and relevance scores.

Lesson 1 • Ad Copywriting Frameworks

Teaches proven copywriting formulas adapted for short-form paid ad formats. Structured copy frameworks reduce blank-page paralysis and improve consistency.

Lesson 2 • Call-to-Action Optimization

Covers CTA language, placement, and alignment with landing page expectations. Mismatched CTAs between ad and landing page are a leading cause of conversion drop-off.

Lesson 3 • Copy Adaptation Across Ad Formats

Adapts core copy to feed ads, story ads, search ads, and display banners. Format constraints shape copy length, tone, and visual hierarchy requirements.

Lesson 4 • Headline and Hook Writing

Focuses on the first line of any ad as the primary driver of scroll-stopping attention. Strong hooks determine whether the rest of the copy is ever read.

Lesson 1 • User-Generated Content as Ad Creative

Explains how to source, brief, and repurpose UGC for authentic-feeling paid ads. UGC ads reduce production costs while often outperforming polished brand content.

Lesson 2 • Static Ad Design Principles

Covers visual hierarchy, colour psychology, and brand consistency for static image ads. Well-designed statics communicate the offer within two seconds of viewing.

Lesson 3 • Editing Video Ads for Paid Channels

Covers video editing workflows optimised for short-form paid ad formats across platforms. Proper editing ensures platform compliance and maximises viewer retention.

Lesson 4 • Designing Ads with No-Code Tools

Walks through creating static and animated ads using browser-based design platforms. No-code tools enable fast iteration without graphic design expertise.

Lesson 1 • Campaign Objective Selection

Maps business goals to the correct platform campaign objectives for optimal delivery. Wrong objective selection misaligns the algorithm and wastes early budget.

Lesson 2 • Campaign Structure Best Practices

Defines optimal campaign, ad set, and ad organisation for clean testing and reporting. Poor structure creates data pollution that makes optimisation impossible.

Lesson 3 • Pre-Launch Quality Checklist

Provides a systematic review process before any campaign goes live. Catching errors pre-launch prevents budget loss and policy violations.

Lesson 4 • Budget Allocation Frameworks

Teaches daily vs. lifetime budgeting and how to distribute spend across funnel stages. Structured budget allocation prevents over-investment in low-intent audiences.

Lesson 1 • Reporting and Stakeholder Communication

Builds structured performance reports that communicate results clearly to clients or teams. Effective reporting builds trust and aligns stakeholders on optimisation priorities.

Lesson 2 • Horizontal and Vertical Scaling

Distinguishes between scaling by expanding audiences and scaling by increasing budgets. Each scaling method carries different risk profiles and requires different monitoring.

Lesson 3 • Optimisation Decision-Making Process

Provides a decision tree for pausing, adjusting, or scaling based on performance thresholds. Consistent decision rules remove emotion from optimisation and improve outcomes.

Lesson 4 • Creative and Audience Testing Frameworks

Structures A/B and multivariate tests to isolate variables and generate reliable insights. Disciplined testing compounds creative and targeting improvements over time.