Advertising has been a pivotal force behind the business economy since early times. With the advent of the Internet, the number of businesses investing in digital advertising has increased significantly across the globe. According to a recent report by eMarketer, the overall digital advertising expenditure will increase by 62.6% every year by 2024!
Although it is easily said, the effort and strategy required to build an effective e-commerce advertising campaign is not child’s play! As advertising campaigns nowadays undergo fierce competition, with various other brands and competitors online, it is ideal to enhance your strategy for additional visibility.
So before we look into increasing the effectiveness of your e-commerce ad campaigns, let us go through some key aspects to look at before initiating one.
Even the best dad in the whole world cannot get you valuable results unless you have a well-structured e-commerce website. It means that your website should be search engine optimized and have a user-friendly application.
Also, you must know your target audience. You must consider:
Before planning the budgets, content, and audiovisual (AV) testing, you need to create a detailed customer persona. This strategy will assist you in creating an ad that resonates with your potential audience by directly addressing their needs, requirements, and key points.
Additionally, the Google audience report will also provide you with the essential information regarding your audience source, leads, and the sections of your website that engage them the most.
Also, before you spend a single penny on advertising campaigns, you should align your website with the visitor to convert them into final customers.
Here are the three key points to consider when creating a successful e-commerce website.
Nowadays, many users tend to do most online searches on mobile devices. So make sure that your e-commerce website is mobile and user-friendly enough that your customers can seamlessly navigate your site.
Shifting to just one single payment option can be hectic for many customers. Always offer multiple payment options, as your customers might cancel the purchase if their preferred payment option isn’t available on your e-commerce website.
The sales process should be simple to convert potential customers to buying customers. A straightforward sales process lets your customers enjoy an effortless and seamless experience to complete their purchase.
Now let us get into the main deal!
To give you a better picture of the current e-commerce advertising scenario, we have researched a collection of studies and information to compile this effective list of tactics that provide you with optimal results.
If you are not aware of this term, you must get into it. Single product ad groups or SPAG is a well-proven method of structuring online shopping campaigns. They ensure maximum command over your advertisements, so they show up better.
As each product has a different margin, these ad groups enable the marketers to set bids for every product individually. Also, the groups allow you to pause individual products that are not inviting good results, along with the option to create keywords for specific products.
The key benefits of being associated with SPAG are:
So basically, SPAG will allow you to customize your best-selling products and group them into performing and non-performing categories.
Highlighting your discounts, sales, and special offers is the perfect tactic to move your products quickly. It is ideal for both existing customers and potential clients. After all, who does not love a great offer!
The opportunity to save while purchasing something is truly irresistible, and the urge to buy them when they know that the sale is almost over is intense. So always make sure you mention the ongoing deals or special offers. You should also make sure you run ads regarding these offers, so you stand apart from your competitors.
Although Google shopping listings are great for marketers, the system is not that perfect. One of the common issues most advertisers face is the lack of keyword targeting. This aspect means that search results sometimes display your products with irrelevant search keywords.
The best fix for this is working with a negative keywords structure to boost the campaigns’ ROAS and ROI’s. As there are no keywords in Google shopping, most of us rely on Google to find the most relevant keywords for our product.
But you can also assist Google advertising by curating excellent descriptions and product titles. By using negative keywords in your ad campaigns, you will also end up saving money by preventing unwanted clicks. This strategy, in turn, enhances your product performance while improving the click rate of your advertisement.
There is no doubt that human tendency always looks to bargain, and online shoppers are not an exception. For instance, if you have three ads running on your screen for the same products but with different prices, which one would you choose?
Of course, the lowest-priced one!
Similarly, most online shoppers will click on an ad that offers the product at a competitive price. Actually, it is also not beneficial to create advertisements and listings if your products do not have competitive prices. Hence, it is always vital to keep a check on the prices compared to your competitors and your conversion rate.
Proper execution of an effective e-commerce shopping ad campaign is very tough. You have to put in maximum work to reap optimal results.
There is no doubt that the digital space is growing and evolving at a swift pace. So, it would take a lot of new strategies and tactics for marketers to maximize their performance. However, you can ensure a successful advertising campaign for your e-commerce shopping business with the strategies mentioned above.