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In case of emergencies or breakdowns, you can send an SMS to our emergency hotline

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Send an SMS with the following information:

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  • Description of the problem
  • Your callback phone number

Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

Paid social

Paid social is paid advertising on social media platforms such as Facebook, Instagram, TikTok, Pinterest and LinkedIn. It allows you to reach audiences beyond your existing followers.

What is paid social?

Paid social is the use of paid ads on social media platforms. Unlike organic posts that only reach your followers (and often only a fraction of them), paid social allows you to reach exactly the audiences you want - whether they know your brand or not.

Platforms for paid social

  • Facebook and Instagram (Meta): The most mature ad platform with advanced targeting, many ad formats and the widest audience. Especially strong for e-commerce with Shopping ads.
  • TikTok: Fast-growing platform with a focus on short-form video. Popular with younger audiences, but expanding to all age groups.
  • Pinterest: Visual platform that works well for fashion, home, food and DIY products. Users are often in the research/inspiration phase.
  • LinkedIn: B2B platform for professional audiences. Higher CPC, but very precise targeting on job title, industry and company.
  • Snapchat: Popular with younger audiences with creative ad formats like AR lenses and full-screen ads.

Ad formats

  • Image ads: Single image with text and call-to-action button.
  • Video ads: Short videos (5-30 seconds) that capture attention in the feed.
  • Carousel: Multiple images or videos to swipe through - ideal for showing multiple products.
  • Collection/Shopping: Product catalog integrated directly into the ad for customers to browse and buy.
  • Stories/Reels: Full-screen format adapted to the mobile experience with high engagement.
  • Dynamic Product Ads (DPA): Automatically generated ads based on your product catalog, typically used for retargeting.

Targeting

Paid social offers advanced targeting options:

  • Demographics: Age, gender, location, language and education.
  • Interests and behavior: Based on user activity, likes, searches and purchase history.
  • Custom audiences: Upload your customer list or target website visitors via pixel data.
  • Lookalike audiences: New users that look like your existing customers - one of the most effective targeting methods.
  • Retargeting: Show ads to people who have visited your online store, viewed specific products or added items to the cart without buying.

Funnel approach to paid social

The most successful paid social strategies cover the entire sales funnel:

  • TOF (Top of Funnel): Broad audiences, video content, brand awareness campaigns.
  • MOF (Middle of Funnel): Engaged users, social proof, product demos.
  • BOF (Bottom of Funnel): Retargeting, dynamic product ads, limited time offers.

Paid social and Shoporama

Shoporama has built-in support for the most important tracking pixels for paid social:

  • Facebook Pixel + Conversions API (CAPI): Track visits, product views, add-to-cart and purchases. CAPI sends data server-side, providing more accurate tracking regardless of browser limitations.
  • TikTok Pixel: Track conversions from TikTok ads.
  • Pinterest Tag: Measure the impact of Pinterest ads.
  • Snapchat Pixel: Track conversions from Snapchat campaigns.
  • LinkedIn Insight Tag: Measure B2B campaigns and build retargeting audiences.

In addition, Shoporama supports Google Tag Manager (both client-side and server-side) so you can implement advanced tracking and conversion measurement for all your paid social channels.

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary