ecommerce Marketing Tips
Here at Karmoon, we understand that in the world of ecommerce, store owners must wear many hats daily. Typical tasks include; website management, order fulfilment, inventory management, content creation and so much more.
It's important to understand that every ecommerce store will have unique challenges, whether you’re preparing to launch a brand for the first time or you have business experience in your armoury, new customer acquisition should always be a primary focus where ecommerce marketing is concerned.
One of the best ways to acquire new customers is through paid advertising. In light of this, we're going to share our very own ecommerce marketing tips alongside the different variations of paid advertising which you can explore and implement into your online marketing strategy.
Advertising Strategies for ecommerce Businesses
Before you attempt to execute any type of advertising campaign, it’s important to determine the end goal above anything else. Naturally, you're going to want to drive sales and revenue, whilst improving brand recognition and awareness through increased website traffic and exposure. Each of our ecommerce marketing tips will possess different KPIs and you will need to understand which is associated with each to increase the likelihood of a successful outcome.
For instance, to increase brand awareness, the number of website visits, impressions and click-through rates on your paid social ads will need to be tracked. From this data, you can extract information in regards to how many of those users are returning customers and or new business leads.
So, let's delve into our guide of ecommerce marketing strategy tips, beginning with the proposition of paid ads;
N0.1: Display Ads -
Display ads are among some of the earliest formats of web-based advertising. Over the years, display ads have become extremely sophisticated by enabling businesses to dynamically target users based upon their; interests, demographics and location.
As a Shopify agency that knows our facts inside and out, we can tell you that approaching display ads with a direct response mindset is a recipe for disaster. Take it from us, many of the ads published online receive a 0.05% CTR on average. This means that if your ad were to receive 10,000 views, it is estimated that the very same ad would only receive 5 clicks, and the worst part is that everyone knows that a click doesn’t necessarily equate to a sale.
However, display ads can be very effective for growing brand awareness online when new audiences are reached. For example, if you were to place ads for your brand on related blogs and websites, you could in theory target those who have an interest in the same niche as your store. The more people that see your ads, the more likely it is that your site’s organic traffic will increase.
Nonetheless, you should be aware of the way in which display ads are billed. Typically, this is in cost-per-thousand impressions, so, depending on your placements and targeting strategy, the cost can vary significantly.
Unfortunately, a high CPM and low CTR means these costs are often unstainable for ecommerce businesses to maintain for long periods of time, however, many marketers depend on display ads to increase their brand’s awareness, so what do they do?
Businesses have figured out a smarter way to thrive online which is largely through embracing a marketing strategy that relies upon the marketing channels within the brand’s control. Such examples include; social media channels, business websites, email leads and so on. The key here is to target that which gives you the most control over the experience which your customers receive, whilst cutting costs.
If you’re just getting started with display ads, we’d recommend beginning with a small budget, whilst continuing to test and optimize your approach to ensure that your ads are reaching the right people.
N0.2: Google Ads -
Google ads are a great way to get in front of customers when they’re searching for products that your business offers to its customers. So naturally, this form of advertising just had to make a feature on our list of ecommerce marketing tips.
Google popularized this PPC model in which you only pay when somebody clicks on an ad to visit your website, seems fair right? Typically, these are text ads that display at the top of search results, above the organic listings.
When your ad shows, and who it shows to, is determined by a complex auction-based format, which incorporates a variety of factors, most of which are in your control. Google factors in the following when determining your ad placement:
This is arguably one of the most important factors within your control. The keyword that you choose to target will be what is used to trigger your ad to show when somebody searches for that keyword or phrase.
Quality score is a measure on a scale of 0-10 of how relevant your ad and landing page are to the user’s search query. Naturally, Google will want to ensure that they’re providing the best results for a user’s query.
Quality score factors in the keyword you’re bidding on, the relevance of the ad title and copy, your landing page URL, and the actual content of the landing page itself. For instance, if you were to bid on a keyword for ‘men’s activewear’, but the landing page you’re sending people to is centred around dog food, your quality score will be very low.
However, if your landing page is a collection of men’s gym shorts, shirts, shoes, and accessories, your quality score will be much higher. Generally speaking, having a higher quality score will likely reduce your CPC, so you won’t need to bid as much for the same ad rank, which inevitably keeps costs down.
N0.3: Facebook & Instagram Ads -
Did you know that on average, digital users spend around two and a half hours on social media every single day? If you’re wondering where you should advertise your business or how you’re going to find the right audience for your brand, we can guarantee that they’re right there on those two platforms, just waiting to stumble across your ad.
In addition to being a hotspot on the internet where billions of people gather, social media networks provide a huge variety of ad formats and targeting options. Many users visit these platforms from a mobile device, so it’s important to remember this when configuring your ad.
Facebook for instance provides options to businesses to display; image-based ads, video ads, lead ads, slideshow ads, dynamic product ads as well as many other variations of ads for users to engage with. What’s super handy is that you can manage all of your Facebook and Instagram ads in one place known as the Facebook Ads Manager.
Facebook also provides a magnitude of targeting options that include the; interests, location, behaviours and connections that users share, which is why Facebook and Instagram ads have made it onto our list of ecommerce marketing strategy tips.
Similarly, to display ads, you’ll want to start out with a small budget and then experiment to find the audience targeting settings that work best for you and your business. However, just like the cost of display ads, the cost of advertising on Instagram and Facebook has created an issue for small business owners to grow brand awareness for their ecommerce website.
While social media advertising will always likely be a necessity for brands to acquire new customers, strategic thinking is a necessity when it comes to spending and balancing costs. If you’re a new business with little or no audience base as of yet, the next of our ecommerce marketing tips won’t be for you to implement into your online strategy just yet, but it’ll be something for you to save and look back on later.
Established small businesses, this next one's for you; If you’re at the stage where you’ve already acquired a customer list and a decent amount of web traffic, you can use this information to create a ‘custom audience’ or ‘lookalike audience’ on Facebook. Doing this will allow you to precisely target audiences that are made up of individuals whom Facebook deems to be similar to your already established customer base.
What Is a Custom Audience?
A custom audience will allow you to upload a list of people to target, or it can target users on Facebook who have visited your website in the past via the Facebook tracking pixel. These digital users will already be familiar with your business so, we’d say that you already have a much higher chance of converting them to customers, as opposed to targeting users who have not heard of your brand before.
What Is a Lookalike Audience?
A lookalike audience, on the other hand, is an audience that’s dynamically generated based on Facebook’s algorithm. This is an extremely powerful way to reach new people who match the same audience characteristics as one of your custom audiences. This is much more effective than targeting based on demographics or behaviour alone.
That’s it for today’s article. If you’re actively looking to work with a Shopify agency designer or developer to assist you with your business, we’d love to hear from you. Get in touch to get started!