In this article, we discuss everything you need to know about ecommerce advertising. What it is, the most effective techniques and ad samples. Let us get started.
Following the internet boom, numerous businesses have found comfort in the online space. They sell products and services electronically. They are now known as e-tailers and make up the ecommerce industry. There is tough competition in this sector. Some are leading, while some are behind. So how do you get your business to the top? The answer is with ecommerce advertising.
Ecommerce advertising is the practice of promoting products to a target audience. It is done via paid and non-paid channels. These ads give you a competitive advantage in the market. They help increase brand awareness, nurture leads, and boost conversions.
It is inadvisable to rely on organic traffic alone. A combination of non-paid SEO strategies and paid advertising yields the best results. Let us take a look at the most effective ecommerce advertising techniques that you can follow. They will help you gain more customers in a short time.
Google is the most used and trusted search engine all over the world. Every brand out there is competing for the top position in Search Engine Ranking Pages (SERPs). Customers are inclined to click on results that appear first. Brands that show up beyond the first page of the search results get left behind.
You will have to get in this competition too. To do so, you will need to use an effective ecommerce SEO strategy. It lets you outweigh your competitors. SEO involves utilizing volume-rich keywords. Strategically place them in your content. In turn, Google will index your webpages. It results in more users finding and landing on your ecommerce website.
Publishing quality content regularly yields increased brand awareness. You can craft content for various purposes. For example, to build an emailing list, offer free ebooks in exchange for emails. It is as simple as that.
Publishing diverse types of content elicit the best customer responses. Write blog posts. Focus on the information rather than directly selling your product or service. You can also feature a few of them as guest posts on a website with a high reach. Guest posts incur an advertising fee. Furthermore, you can write tweets and create engaging Pinterest posts too.
These strategies will help your ecommerce website garner credibility. The trust will then manifest into high-quality leads and conversions.
Email marketing is highly effective in reaching customers. What you write gets delivered right into the personal inboxes of your customers. Because of this, the information that you want to convey gets read most of the time. And it leads to increased website visitors and conversions.
You can announce a diverse range of information through emails. They can include new product arrivals, discounts, loyalty programs, and more.
There are a few guidelines to follow for making email marketing work. Ignoring them will make your customers not read your email.
You can check this sample email below.
Affiliate programs drive significant traffic to your ecommerce brand. More notably, it is cost-effective too. Here is what happens when you create an affiliate program. You enable online publishers to advertise your product on their website. The online publishers otherwise referred to as affiliates will advertise your product links. So, when a customer clicks on them, they land on your website.
You will have to pay affiliates a small commission. But only when a customer purchases through the affiliate links. It may impact your profit margins a tad bit. Yet it significantly improves your sales.
Numerous studies show that video content is the most powerful medium to captivate an audience’s attention. In ecommerce, product videos can help customers understand various aspects of an item. Well-scripted videos go a long way in clarifying doubts that customers may have. And so, they provide customers with a sense of certainty and help boost sales.
The videos you create must have the following qualities:
Many social media platforms promote videos. Streaming platforms like YouTube promote them too.
Google shopping ads display products related to the keywords used in the search query. But unlike regular search results, shopping ads show users the images and prices of products. It makes it easy for customers to decide whether to buy it or not. And when they click on the product, they get directed to your ecommerce website. It exposes customers to an even wide range of relevant products.
By adopting this advertising technique, you will be able to raise the conversion rate of your business. Even if customers do not buy a product, they will remember your brand. Use this strategy to promote sales and to get your website maximum exposure.
There is a surge in the volume of voice searches. Voice assistants are no longer confined to just smartphones. They are now integrated with headphones and standalone speakers too. This technology has penetrated people’s homes and even vehicles. And it is resulting in more and more voice searches. After all, it makes finding things on the internet a breeze.
For appearing as a result of a voice search, it is crucial to use longtail keywords. Some examples are sports shoes for running and gluten-free home-made chocolates. On using the likes of them, your ecommerce website will show up when users search for them. Optimizing your brand for voice search is a highly rewarding advertising strategy, especially for high conversions.
The advent of smartphone applications has changed the way users access the internet. Nothing comes close to the convenience of browsing hundreds of products from a handheld device.
While your ecommerce website may be great at bringing in traffic, a mobile app can be even better at it.
Boost your ecommerce brand by launching an app that is:
A robust ecommerce app will help you gain an edge over your competitors. It will let you seamlessly communicate with your customers. And finally, it helps boost customer loyalty and reduce cart abandonment rates.
Google Ads is a Pay-Per-Click (PPC) advertising system. Every time a user clicks on the ad, it will cost you a fee. Setting up Google AdWords campaigns is a proven way of getting the most out of your ecommerce brand.
By bidding on product-specific keywords, your brand will reach more customers.
The quality of Google Ads exceeds the benefits of any SEO. It wins you customers and at the same time provides you with valuable insights.
It shows you Click-Through-Rates (CTRs), ad position, conversion rates, and more. Using this information, you can deploy more effective ad campaigns.
Even small budget ads on social media can result in incredible customer engagement. You can reach a wide range of customers in no time. Best of all, it is cost-effective.
Before you narrow down on a social media platform, it is necessary to assess which platform will suit your requirements the best.
Facebook gives you many options to take control of every aspect of your ad. It is also the most uses social networking platform in many parts of the world.
Instagram ads are comparatively easier to set up. Running ads on this platform helps you captivate a young audience. Instagram lets you advertise products by posting pictures with tagged products. You can go the extra mile by launching engaging custom filters. These are innovative ways of making your ecommerce brand known better.
QR codes have emerged as a disruptive innovation in the ecommerce segment. Leveraging them to your business advantage is simple. Print them on delivery boxes, receipts, and other places that make it easily spottable. Link them to discount coupons, relevant products, and loyalty programs.
This is an offline marketing strategy until a customer scans the QR code. It will lead them directly to your website. It drives more traffic to your ecommerce brand. At the same time, it also helps retain customers.
Ensure that your QR codes:
Finally, test the QR codes by scanning them with multiple devices.
In a physical store, customers receive help to shop from the business’s staff. E-commerce businesses can provide a similar kind of aid too. You may think of a live chat feature that connects customers to a support team. But even better.
Chatbots are AI-enabled software applications. They can be programmed to communicate with customers candidly autonomously. Chatbots can:
As a result, chatbots will help nurture leads and upsell products. They also help reduce cart abandonment and enhance customer satisfaction.
Take a look at this Google AdWords campaign by Apple. The largest American multinational technology company. The first thing you will notice about it is how concise the advertisement is. It is short. At first glance, it is easy-to-read. It conveys the benefits of the product that is the iPhone 11. It also mentions the cost of the product along with the monthly pricing. And finally, it has a clear and accessible call to action extensions.
The infamous retailer Amazon has a simple smartphone app. And it garners monumental traffic. It manages to sell a wide range of products and services in a user-friendly manner.
It advertises products to customers via push notifications.
According to Statista, a whopping 150.6 million users accessed Amazon through its mobile app. That is a massive number that has the potential to drive massive sales. Amazon’s smartphone app is a paradigm of what a successful ecommerce app should be like.
Alibaba, the Chinese ecommerce giant, is making use of QR codes to attract traffic to their business. By teaming up with brands like L’Oréal, Alibaba has deployed a wide range of QR codes on offline mediums. To scan them, a smartphone is required. When a user scans Alibaba’s QR code from magazines, television screens, and more, they get directed to Alibaba’s ecommerce site. This is a great way of reducing the gap between offline and online channels.
Urban Southern is a leather products e-retailer. Using the email marketing strategy, they grew their email subscriptions by 2150%. They also gained 8600 subscribers. Overall, this development increased their sales by 40%. So how are they doing it?
The leather e-retailer displays a pop-up to users who access the site. It offers a 10% discount coupon in exchange for the user’s name and email address. Once the user enters it, he/she is prompted to verify the email with a link sent to their inbox. Finally, the coupon is delivered with a welcome message.
Take a look at this banner. It displays the phrase “save big” prominently. It is the first message that captures the attention of customers. The banner further contains essential information that explains what it is about. It includes the brand’s name and its benefit. Lastly, it has the contact number of the company for further details. When this banner is sent to a target audience via emails, it evokes excellent interest from customers.
Here’s another example of email marketing. Although it is minimal in content, it is highly engaging with visuals. The banner conveys essential information.
Watch this product video from JBL. It showcases the JBL PartyBox 100. A powerful party speaker. The video starts by showing the brand and its logo. After which it directly jumps into the introduction of the product. The video places emphasis on each feature using corresponding visuals. As the video progresses, the visuals and the audio grow more exciting. This is a great example of what a video ad should be like.
Ecommerce advertising helps your business cut through the market’s noise. By using the techniques mentioned in this article, you will be able to make more sales. Provided, they are crafted for a targeted audience. Use these techniques and witness a spurt in your ecommerce business growth today.
Do you want to speak to an ecommerce SEO professional to know more? You can contact them here.
Anahi Farley has more than nine years of expertise in the copywriting industry. She loves to blog about ecommerce, SEO, and conversion optimization. By writing quality content, she is helping many ecommerce businesses to increase their traffic and revenue.
He has spent more than 12 Years in strategising and executing SEO campaigns. He is interested to writing Digital-marketing, PPC and Social Media Marketing related topics.
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