One of the most effective of those digital strategies is PPC advertising. No matter if we are discussing social media, search engines or other websites, PPC adverts are one of the most effective, highest-converting marketing tactics available to online merchants.
To help sellers elevate their advertising acumen, today, we will be covering 15 eCommerce advertising tips that will enable sellers to craft better ad campaigns.
Let’s get started.
1. Target Based on Buyer Personas
When merchants are just getting started with their advertising efforts,creating buyer personas is a necessity for reaching the right customers. The reason for this is that, when just starting out, retailers may not have a clear guide as to whom they are trying to reach.
Generating detailed buyer personas provides merchants with a definitive direction to move.
While some might consider this task superfluous, the amazing granularity ofFacebook targeting options enables sellers to drill down into their audience to an extreme depth. Through such tools, merchants can reach consumers who are single parents living in a particular section of the world who hold a bachelor’s degree, make more than $150,000 annually and recently took a trip to Peru.
That’s an extremely precise subset of Facebook’s users.
While this degree of specificity is likely to be a bit much, the point remains that many of today’s advertising platforms allow merchants to get extremely narrow with their target audience. Therefore, merchants must have an audience in mind to reach those who are likely to convert.
Additionally, the more a retailer “knows” their target audience, the better they will be able to tailor their ad creative toward these individuals.
While concrete data will inevitably serve to better inform merchants about their target audience, buyer personas are a foundational necessity.
A similar axiom applies to the imagery that advertisers utilize in their campaigns. Ad campaigns that forge ahead with corny, contrived stock images are likely to receive significantly fewer clicks than those who invested ingenerating stunning images that sell.
Regardless of what retailers sell, including high-quality images in their advertising campaigns is of the utmost importance.
While this eCommerce advertising tip may seem to be self-evident to many, there are tons of campaigns that seem to think that the pictures presented are less important than the copy.
3. Keep Copy Honest
Again, while this may seem to be one of the more obviouseCommerce advertising tips, we are all aware that some sellers aggrandize their ad copy a bit too much.
The fact is that honesty in ad copy is not only paramount to the success of the campaign, but it is also crucial to a brand’s reputation overall. If a business makes claims that its products cannot cash, consumers will catch on sooner than later. The result will likely be disastrous for the company.
Moreover, brands that engage in hyperbole should tread lightly as consumers are extremely sensitive to marketing trickery. In fact, this is the reason why a whopping96 percent of consumers don’t trust ads.
Therefore, retailers should aim to craft honest, straightforward and approachable copy that makes a product sound good because it is everything it has been described as being.
4. Draft Copy that Addresses Potential Objections
One of the more significant advertising pitfalls that retailers can encounter is making assumptions about an audience’s insights into a product or service. Through the presumptuous belief that a customer knows more than they actually do, retailers will inevitably generate copy that leaves vital questions or concerns unanswered.
Naturally, this will reduce click-through rates and conversions.
While retailers only have a limited space with which to work, it is wise to establish some of the most common questions or concerns around a product and create copy that speaks to those issues directly.
When attempting to establish the most common questions and objections to a product, retailers can find this information out by asking social media audiences, conducting consumer surveys andconducting market research of other forms.
5. Ensure Consistent Messaging
One of the most frustrating things for customers who click on a PPC advert is to be taken to an irrelevant landing page or the company’s homepage. When this happens, most will immediately bounce.
When it comes to eCommerce advertising tips, linking tolanding pages that increase conversion rates cannot be overstressed. When a shopper clicks a seller’s advert, they should be taken to a page that speaks specifically of the offered product or service.
Moreover, the destination URL should be consistent with the ad in copy, style, tone, appearance and (of course) offer. This means that if a seller clicks on an ad for 10 percent off a pair of running shoes, the first thing a customer should see is that offer and an image of the shoes.
This will let them know that they are in the right place and make it more likely that they will convert.
Through retargeting efforts, retailers can keep a brand or a specific product top-of-mind for those who recently displayed interest. Additionally, those who did not pull the trigger the first time around (or second or third) have yet another opportunity to consider their decision and return to the site to buy.
Given how fractured the customer journey has become, retargeting is the perfect tool for re-engaging consumers and getting them to convert.
7. Tap into the Voice of the Customer
As has already been expressed in some of the previous eCommerce advertising tips, the language that retailers deploy in their adverts is critical to campaign outcomes.
Therefore, in addition to crafting honest, consistent messaging that addresses consumer concerns, retailers should also aim to use the “voice of the customer.”
For those who are unfamiliar, voice of the customer surveys are a research modality that describes the wants, needs and pain points of customers. When engaging in market research, voice of the customer serves to bridge the gap between customer expectation and actual experiences with a business.
Therefore, by engaging in this type of research and utilizing the exact phrasing used by a brand’s ideal customers, retailers are far more likely to craft resonant ads that produce the intended results.
8. Employ Google Shopping Ads
No article about eCommerce advertising tips is complete without a nod to Google Shopping adverts.
Therefore, setting aside a healthy budget to leverage and experiment with Google Shopping adverts is highly advisable.
9. Showcase Facebook Offer Ads
People love a good sale, and when retailers run specials or give discounts, consumers are far more likely to click-through.
If retailers are running an awesome sale, it is wise to createFacebook Offer ads as a way to reel in shoppers.
Part of what makes this ad type so powerful is that it provides users with social proof by displaying the number of people who have also claimed the offer. Through this transparency, consumers are more likely to interact with the advert and make a purchase.
10. Create Custom Audiences
While we are on the topic of Facebook,utilizing Facebook’s Custom Audiences feature is a highly effective means of reaching the right consumers. With this targeting option, merchants are blasting out ads to those who have already shown interest in what the company offers.
When retailers create a Custom Audience, there are three primary sources from which sellers can draw, including:
Customer Lists: Through this option, sellers can upload a list of customer contact information for Facebook to match to its users.
Website Traffic: Thanks to Facebook’s tracking pixel, merchants can retarget Facebook users who visit an online store within the past 30 days or added something to their cart over the past week.
Engagement: This Custom Audience type enables retailers to target those who have engaged with their Facebook or Instagram content.
While Custom Audiences is a powerful targeting option for increasing conversions, it does not help merchants to build awareness. For that aim, we turn to Lookalike Audiences.
11. Leverage Lookalike Audiences
With Facebook’s Lookalike Audiences, the social media company targets individuals who share similar characteristics, interests and behaviors of those who comprise the brand’s Custom Audience.
This is not only a fantastic eCommerce advertising tip for stretching the value of a company’s existing customer data, but it also helps significantly in building brand awareness and expanding a company’s user base as these individuals are highly likely to convert.
Through this feature, a brand only needs to put in minimal work to reach a new subset of buyers.
The fact is that unless the audience is composed of current brand evangelists, most shoppers don’t care about the brand. They only care about what the company can do for them.
This not only comes back to the eCommerce advertising tip about tapping into the voice of the customer, but it also points to the necessity for a business to nail its value proposition.
For those not in the know, a value proposition is the reason why consumers should purchase from a specific company; it is what sets a brand (or its products) apart from the competition; and it is the value that a prospect will receive that cannot be gotten elsewhere.
A value proposition can be broken down into three areas:
Relevance: How the product will solve an issue for the buyer
Value: The quantifiable benefits the customer will receive
Distinction: Why a shopper should buy from a brand and not its rival
Using this breakdown, merchants should analyze their advertising copy and destination URL to verify that all these elements are present and compelling. If these elements are not immediately apparent, retailers should go back to the drawing board and craft new copy.
13. Capitalize on Multi-Product Ads
Through social media websites such as Facebook, Instagram and the like, retailers can create multi-product ads that highlight several products simultaneously. Alternatively, sellers can showcase the features and benefits of a single product, thereby making the ad stronger and more compelling as each element can have its own image, description and destination URL.
Since these adverts provide users with a variety of options, the chances that one of the products will be relevant to the customer increases, thereby increasing the possibility of a conversion.
14. Deploy Dynamic Product Ads
While engaging in retargeting campaigns and leveraging Custom Audiences is great, it can still be a lot of work to craft ads that resonate with consumers.
However, through the use ofDynamic Facebook ads, retailers can generate effective promotions with minimal effort.
“Dynamic ads automatically promote your inventory to people who have expressed interest on your website, in your app or elsewhere on the internet. Dynamic ads look exactly like other single image ads, carousel ads or collection ads on Facebook, Instagram and Audience Network. However, instead of individually creating an ad for every item you promote, you create an ad template that automatically uses images and details from your catalog for items you’d like to advertise.”
Because of how easy these ads are to use, they have become one of the most common Facebook adverts for eCommerce retailers. Moreover, Dynamic Facebook ads are also highly profitable.
When looking at a Lenovo case study, through this ad type, the technology company achieved:
10 percent increase in online sales
54 percent rise in product pageviews
A nine-fold increase in return on ad spend
Given that these ads don’t require retailers to generate new adverts for each product catalog, Dynamic Facebook ads save tons of time while still producing epic results.
15. Create a Sense of Urgency
No matter which type of ad retailers opt to utilize, one of the most critical eCommerce advertising tips that we can impart is to include words and phrases that create a sense of urgency and inspire immediate action.
Therefore, along with the other copywriting tips included here, sellers should aim to integrate keywords and terms such as:
Don’t miss out
While supplies last
Offer expires soon
One day only
Limited time only
There are tons of other variations that sellers can utilize. Nonetheless, when it comes to driving conversions, FOMO (fear of missing out) can be a powerful motivator.
While this list of eCommerce advertising tips is more than enough to get sellers going with a campaign that resonates with consumers and generates adequate results, this is by no means a complete guide to optimization.
For retailers who really want to get in the weeds with their promotional efforts and build PPC campaigns that inspire brand growth, reach out toVisiture’s eCommerce advertising experts. Our team of seasoned specialists can help develop a data-driven campaign specifically tailored to your brand and its audience, thereby producing the best PPC results possible.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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