Imagine yourself being a customer who is walking through a busy marketplace. Every shopkeeper around you demands your attention with a unique approach that they think can make you interested in their products.
Some shout out their best deals, some provide free samples to you, while few might appear to you as they have everything you need. This is what things look like in the real world. But, are they the same online?
Well, the scenario that we discussed above is much like the world of paid advertising in the digital space. In the world of digital advertising, eCommerce businesses too, use several strategies to attract and convert customers.
In this chapter, we are going to explore the world of paid advertising. Let us proceed ahead and explore each aspect in detail.
Now, as someone who is looking forward to starting their own eCommerce business, you have to understand that Google is just like a grand entrance to an online marketplace. There are millions of people each day who visit here in search of products, services, or information.
So, as an eCommerce business owner, either you or your products appearing at the top of the search results is like having a wonderful spot in the marketplace where every visitor can see you. This is where Google Ads and PPC (Pay-Per-Click) campaigns come into play.
Google Ads refers to a pay-per-click (PPC) advertising platform that helps businesses create online ads to reach people who are interested in their products and services. These advertisers bid on keywords and have to pay when someone clicks on their ad.
Do you know that about 79% of marketers state that PPC ads are crucial to the success of their business? This somewhere proves why Google Ads presents itself as one of the best channels for businesses.
Think of Google Ads as a silent auction. Businesses bid on keywords—terms that potential customers might type into the search bar. For instance, if you run an online store selling eco-friendly shoes, you might bid on keywords like “sustainable footwear” or “eco-friendly shoes.” The highest bidder, along with the most relevant and well-optimized ad, wins the top spot. But here’s the catch: you only pay when someone clicks on your ad, hence the term “Pay-Per-Click.”
Let’s say you’ve bid $1.50 for the keyword “eco-friendly shoes.” If your ad shows up and a customer clicks on it, you pay $1.50 for that click. But if that click leads to a $100 sale, you’ve made a good investment.
However, you should know that it is not just about bidding high. Google also rewards relevancy. What does this mean? It means that the content that you have should match what people are searching for.
Thus, if your ad is relevant and your website is optimized, you could pay less per click and still maintain a top spot – exactly like being the shopkeeper who knows exactly what each customer wants, without shouting.
With Google Ads, you as an eCommerce business can drive traffic to your website, increase inquiries, and boost in-store visits.
Today, social media has reached a large number of people. Almost everyone in every corner of the world knows about social media platforms and the majority of them use such platforms. So, why not utilize these platforms for paid advertising?
Social media platforms like Facebook, Instagram, and LinkedIn present amazing solutions to you as an eCommerce entrepreneur. Using these platforms, you can engage with the audience at a more personal level, knowing their preferences and offering them exactly what they are interested in.
Why are social media ads unique? Do you know that businesses invest about 8.7% of their total budget on ads? Social media ads perform well because they can blend seamlessly with the type of content users are already enjoying.
Imagine you are scrolling through Instagram and suddenly you see an ad for the gadget that you already wanted to purchase. This would affect your decision. Right? Moreover, it already feels natural to you.
How is this possible? It is possible because social media leverages user data such as interests, behaviors, and demographics. For example, if you are running an ad for yoga mats, you can target users who follow fitness pages or have recently searched for workout gear.
Facebook, the largest of these platforms, has a paid advertising audience of over 3 billion people. It is like having access to almost half of the world’s population for the promotion of your product.
The power of social media ads lies in their ability to engage with potential customers in such a manner that makes them feel like they have stumbled upon something they were already interested in.
Even when we talk about real marketplaces, we will find some sellers who remember you even when you have walked away. This is where retargeting strategies come into play.
Retargeting is like a gentle reminder. Imagine you visited a website to check out a new smartphone, but you did not make the purchase. Later, as you browse other sites, you start seeing ads for that exact phone.
This is not just a random coincidence; it’s a planned strategy. Retargeting ads follow you around the internet, reminding you of the products or services you showed interest in but did not buy.
How does retargeting work actually? When you visit a website, a small piece of code called a cookie is placed in your browser. This cookie allows the website to track your activity and show you ads later on other websites or platforms. The goal is to bring you back to complete the purchase.
Let us consider a real-world example. A popular online travel agency uses retargeting ads to remind users of hotel bookings they left in their cart. These ads often offer a limited-time discount, tempting users to complete their booking. This simple strategy has helped the company recover a percentage of abandoned bookings, turning potential losses into significant revenue.
Whether it is through Google Ads, social media ads, or retargeting strategies, each method has its unique qualities and effectiveness. In this digital marketplace, it’s not just about being the loudest or the most persistent vendor. It’s about knowing your audience, offering them what they want when they want it, and gently guiding them back if they wander away.