You can’t really have a successful ecommerce site if you don’t do advertising, or if your advertising campaigns are not very good. Unfortunately, an ecommerce site is not like an ordinary website. You need lots of traffic to make a good ROI and it has to also be very targeted traffic.
This is why some people fail with their ecommerce site and think that the reason was something like market conditions or not having the right manufacturer among others. The reality is probably more likely that their advertising was not working properly.
So, how do you run a successful ad campaign that will bring you lots of customers and revenue? In this article, we will go over several things to keep in mind when starting your advertising.
- Analyze your data
- Target the right audience
- Make sure your landing page is on point
- Find an influencer
If you have been advertising for at least a few months already, then you surely have some data that has been gleaned from the conversions and the traffic coming to your site. And this data is a goldmine even if your advertising metrics are not looking good at the moment.
If you have an e-commerce expert like Bing Digital that can access this data then you can paint a very detailed picture about what is going wrong. With this data, you can then find the right strategy that will work for you on the next campaign.
You could end up seeing that your keywords are too short tail and you need to have long tail keywords that bring in the right traffic. Or, it may simply point to the weak link in your funnel and show you that your landing page is not converting and the ads are not the issue.
If your click through rate is very low then this can signal that you are targeting the wrong people. Your target audience will click through to your site if they are who you are actually looking for. They may not convert once there, but that is a different story.
You need to figure out who the most likely person is that will want what you are selling. If you haven’t started advertising yet then do some market research to find out if the person you think is interested in your product actually is. Once you have some information then you can create an ideal customer avatar and then market to them more effectively.
Once you have the right target then you will see your CTR go up and hopefully your conversions too.
It could be the case that your ads are working fine and doing a great job. Yet, your conversions are low and causing a low ROI on those ads. If your landing page is not optimized for conversions then it doesn’t matter how good your ads are. People will click and then leave your site.
Make sure that your landing page is easy to navigate, has a clear call to action and people know exactly what they will get by buying or signing up for an email. On the same token, your sales page should be easy to figure out as well. This way people can understand exactly what is on offer and why they should buy. Use succinct and clear language for your copy and your conversions will rise.
If you have multiple PPC campaigns running for different keywords then it helps to have a separate landing page for each. This will bring you much higher conversion rates and people will stay subscribed longer. Every keyword has a different user intent and they have different motivations for clicking. Having a landing page tailored to their expectations will ensure that they enter your funnel since they will feel that they are getting something helpful to their specific search query and not something generic.
There is a reason that influencers are making so much money these days. It’s because their followers on social media and Youtube trust them and will follow their recommendations. In fact, these types of product endorsements are more effective than when using celebrities.
Celebrities are not seen as somebody who understands the needs of the regular person for who these products are for. Search for an influencer that would be a good fit for your product.
Luckily, there is somebody that commands a following in just about every topic imaginable now from beauty products to automotive tools. It’s simply a matter of finding the right person that you think would best represent your product.
You can set up a sponsored post in which you pay them to highlight your product on one of their posts or videos. Or, you can barter a free product for something in return.