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Kit is a virtual assistant/ chatbot that directly talks to you and manages your Facebook and Instagram ad campaigns. It integrates with your Shopify store and Facebook Ad Manager to run successful Facebook Ads and Instagram ads.
From getting product information from Shopify to creating ads, selecting a target audience and setting an ad budget — Kit claims to handle everything on its own.
While it does sound ultra convenient, if it was that easy to automate marketing, most of the digital marketing agencies would have run out of business.
It’s a free tool offered by Shopify and it is most suitable for small business owners who want to start marketing their products, but don’t have the skills to create effective Facebook ads. But is Kit even worth your time? Let’s find out:
About the company
Launched in 2014 as a CRM tool, Kit was acquired by Shopify in 2016 with the aim to strengthen the company’s conversational commerce section. Kit also offers API that lets you interact with the other apps available on the Shopify App Store.
Strengths and weaknesses
- Directly communicates with you in simple English
- Automatically creates and publishes Facebook and Instagram ads
- Seamless integration with Shopify and Facebook
- Pulls product data from Shopify without any manual assistance
- Offers insights and suggestions on the best marketing goals
- Free of charge
- You can customize product information, but not actual ads
- Kit does not create custom audience from scratch for the ads
- Publishes single image and carousel ads only
- You cannot set a customized budget or duration. You can only select from the list of options given by Kit
- Email marketing, discount coupon code, and social media posting features are available, but very restricted
- More suitable for small businesses that don’t have the budget to hire digital marketing experts just yet
Kit is a virtual assistant powered by AI that you can directly chat through Shopify Ping, Facebook Messenger, or SMS to quickly create Facebook and Instagram ads.
Unlike other CRM tools that require you to navigate through an often confusing interface, Kit’s AI talks directly with you to understand your requirements and create ads. Of course the interface is still there if you would like to go behind the scenes and make changes.
After being acquired by Shopify, Kit has been deeply integrated with the e-commerce giant which allows users to easily pull product information from their Shopify store and create ads.
One of the best parts about Kit is that you no longer have to log into Facebook separately and deal with its complicated interface for creating ads, you can handle everything through Kit instead.
Finding the right products to advertise
You can choose to market priority products, new products, recent best sellers, or products with less than average sales. So, instead of you analyzing data to find out the best products to market, Kit does it for you since its directly integrated with Shopify.
Products in your Kit account are the ones that you want to advertise on priority. You can make changes to the title, description, and product image of the priority products to change how they will appear in ads.
You can also let Kit target customers with products that they have previously viewed through Facebook dynamic ads.
Posting ads on Facebook and Instagram
Based on the products you want to target, the virtual assistant will automatically create an ad, set up a target audience, and publish your ad on Facebook. Before publishing, it sends you a preview and only publishes the ad after you approve it.
Kit generates only image-based ads for Facebook and Instagram — So, single image and carousel ads is all you get. There is no way to create video or any other kind of ad with Kit.
Also, the ads are linked directly to the product pages. You cannot link your ads to a specific landing page.
Facebook dynamic ads are the ones where Kit pulls information of your store visitors and creates customized dynamic ads featuring products that the users have previously viewed or shown interest in.
Dynamic ads are a great way to target customers who already know about your brand but aren’t convinced yet to make a purchase yet. Kit automatically creates a custom audience based on the website visitor data.
Though it is better to create a custom audience of your own since the audience that Kit creates is global and it cannot be narrowed down to one country.
Finalizing the ad budget
Kit gives you a list of budgets that you can select from. Though there is no way to provide your own custom budget. Also, the total number of days the ad campaign runs for depends on your budget. Ads that have a budget of less than $30 run for 2 days. All the other ads run for 7 days.
Creating a custom audience
Kit uses both custom and lookalike audience on Facebook to find and target people with ads. But this also means, you need a minimum of the following for the ads to actually work
- At least 100 Facebook likes
- For custom audience, you need at least 20 customer email addresses linked to their Facebook account
- For lookalike audience targeting, you need at least 100 customer email addresses linked to their Facebook account
The tool does not have the ability to create new audience from scratch which is a big problem especially for brands that want to target new demographic or customers.
You can create discount codes on Kit and then promote them through Facebook or Instagram ads. Kit gives you the option to set the discount type, amount of discount, minimum order to qualify for the discount, and the name of the discount code.
But unfortunately, the other parameters are set by default and there is no way to change them.
- The duration of the discount will always be 7 days from the day you create it
- The discount code can be used multiple times by customers and this number cannot be changed
Sending out email campaigns
You can also set up email marketing campaigns with Kit, and all you really have to do is select an email template and the products you want to include in the emails. You can also send ‘Thank you’ emails with Kit to show your appreciation towards your customers.
Though, with restrictive email marketing features, this is more like an extra-add on feature than a standalone one.
When you have already finished your advertising posts, you can use Kit to directly publish product links on your brand’s social media page. But with no options to customize the posts or schedule them, this feature is even more restrictive than email marketing.
While Kit in itself is free, you can only use it if you have a Shopify website (which you need to pay for). You would also of course be paying for the Facebook ads that Kit runs.
Since Kit has now been acquired with Shopify, it seamlessly integrates with your Shopify website and works as an extension of it.
Kit also closely integrates with your Facebook Page and Ad Manager. It can pull data about customers who like your page, create ads, and publish them through your Facebook account.
Kit offers email, chat, and phone support to its customers. Though it doesn’t state anywhere if the support is 24/7 like Shopify.
Overall, as a free tool, Kit can be a great add-on for small business owners who don’t know much about digital marketing. But the tool is rather restrictive and not as intuitive as you would want it to be. As your business grows, you may want to look into hiring an actual human to handle Facebook and Instagram ad campaigns.