Five eCommerce Mobile Advertising Techniques to Conquer the Competition
by Ron Dod
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U.S. millennials claim to prefer online shopping over heading out to brick-and-mortar retail locations. In fact,a CouponFollow survey revealed that millennials make a full 60 percent of their purchases online, with 36 percent of all buys occurring on mobile.
It is clear that, while not the dominant platform just yet, mobile is eating up increasingly more of online sales percentages. Given that bent, online merchants must learn to harness the power of mobile advertising to drive these consumers to convert.
However,effective eCommerce advertising requires retailers to implement deliberate, strategically optimized and well-placed adverts to get mobile users from the search engine to the thank you page.
For those who want to lead the way in mobile advertising, here are five potent, practical and prosperous plays for mobile eCommerce PPC domination.
Geofencing is a location-based marketing tactic that enables advertisers to connect with consumers via their smartphones. When a person enters a specific, predetermined geographic area such as a store, geofencing allows merchants to show their ads to customers within a certain distance of the “virtual barrier.”
This technique utilizes several technologies to understand which users to target. These elements include:
Cell tower location
Therefore, retailers who opt toemploy geofencing tactics can set up a proximity around any geographic area they desire. If an individual with a smartphone enters that “fenced-off” area, they are then added to an advertiser’s audience who can receive relevant ads for the next 30 days.
While many use geofencing to target shoppers near their brick-and-mortar stores, exclusively digital retailers can utilize this mobile advertising maneuver to target competitive locations.
For instance, if an online shoe retailer sets up a geofence around physical retailers who offer the same products, they can then surface ads to potential buyers that include special offers, coupons and similar incentives to leave the store and purchase online.
Through this method, eCommerce advertisers can reach relevant audiences with actionable adverts and earn new online customers from the real world.
Employ Ratings in Mobile Adverts
Earning trust is an essential task for online retailers–especially concerning consumers who have never heard of the brand before.
Social proof is sorely needed when dealing with new customers. Positive customer ratings can help to tip the scales in a seller’s direction. When speaking to the extension utilized by Google Ads, “the rating consists of your rating, the number of reviews (if applicable) that generated the rating, as well as a qualifier which describes some property of your business that highlights why you got the rating. Google automatically decides whether to display the qualifiers or not.”
Additionally, these extensions are employable forGoogle Shopping Ads as well, making them doubly useful in that arena.
By giving searchers a quick look at how trustworthy other shoppers find a brand, retailers are far more likely to get small screen consumers to convert.
Optimize Mobile Ads for Voice Searches
When it comes to mobile advertising, it is essential to consider how users search via this device. Way back in 2016, Google announced that users conducted a full 20 percent of mobile searches via voice. Moreover, ComScore has predicted that by 2020, a whopping50 percent of all searches will be voice searches.
These two statistics have considerable implications for eCommerce advertising efforts.
Voice searches drastically alter the way people search. In fact, this idea is inherent in voice search as the technology aims to make interactions with search engines easier and smoother.
The most significant way in which voice activation alters search patterns is that people tend to pose longer, more conversational queries. Juxtapose this against the timesaving broken text phrases that users type into search bars and the difference becomes quite apparent.
With voice search, users tend to ask Google a question in a more relaxed and casual manner. This dynamic results in more detailed and differently phrased queries.
Given the dramatic uptick in voice searches, online retailers should focus some of their mobile ad groups on targeting conversational keywords typically associated with voice searches.
See if PPC Campaigns Already Receive Voice Traffic
Establishing if mobile ad groups already receive traffic from voice queries requires digging into search term reports. Seek out keywords that people are likely to use when interacting with personal assistants. These phrases tend to be long-tailed and conversational.
While the voice-activated keywords are likely too long to optimize campaigns for, these will help advertisers to understand an audience’s search intent.
Target Visibility-Increasing Terms
If a retailer is already earning voice search traffic before optimizing for it, that is a big leg up.
From here, advertisers should refine their keyword optimization to target voice queries further. Doing so means targeting long-tail, casual keywords that can reach qualified searchers.
It is also wise to target question-oriented keywords that use “what,” “why” or “how.”
From there, retailers can begin sorting search queries based on user intent. Try to home in on key phrases that show a plan to buy. For instance, someone searching “best CrossFit shoes” is still researching. Compare that to “best price on the Nike Metcon 4 XD” and the difference in intent becomes clear.
Finally, begin crafting mobile ads sets that target specific user motivations to earn more mobile advertising traffic from voice searchers who are ready to purchase.
Utilize Mobile Retargeting
Another popular and prosperous mobile advertising strategy involves the use ofad retargeting.
Retargeting ads zero in on consumers who have previously interacted with a brand in some capacity. Given that these prospects are already in a brand’s sales funnel, retargeting ads are ideal for moving such customers closer to a mobile conversion.
These stats show retargeting effectiveness is largely the result of presenting searchers with highly personalized adverts. This customization helps to enhance a brand’s relationship with customers. This idea is embodied in the fact that “poor personalization…cost U.S. organizations $756 billion…as 41 percent of consumers switched companies,” pera 2017 MediaPost Communications report.
Retailers can test outvarious retargeting strategies to see which works best for their mobile advertising efforts. Digital merchants are likely to develop retargeting ads that promote products customers have previously viewed, as opposed to other companies that might push upcoming sales and the like.
Test out different retargeting tactics to establish which works best for the brand.
Appropriate the Pictorial Power of Instagram
In the years to follow, the importance of highly targeted, uber-personalized shopping experiences will only continue to rise. This desire presents eCommerce retailers with a tremendous opportunity for increased growth and customer loyalty. In getting these types of experiences to consumers, the platform for delivery does matter.
While Google is a great place to start, a retailer’s mobile advertising efforts should not end there. To reach a broad yet targeted audience, merchants should aim to diversify their PPC spending on beneficial social platforms.
One of the most advantageous channels for sellers to employ is Instagram.
In many ways, Instagram is ideal for allowing online purveyors to tap into consumer shopping desires and satisfy those wants and needs.
Moreover, this says nothing ofInstagram’s shoppable posts. These posts give retailers the means to tag various items and show their names and prices directly in the post. From there, shopping is just a single click away for customers.
The visual nature of Instagram is perfect for an eCommerce retailer’s mobile advertising strategy as most of the platform’s users access it via mobile, while also offering the ideal venue to showcase items that a business offers.
Mobile advertising is a massive resource for online retailers. As more consumers continue to grow increasingly comfortable browsing and buying products online, these ads will only swell with value for eCommerce business owners.
By employing the right tactics, through the right platforms, with the right message, at the right time, merchants can earn more clicks and conversions that help them to conquer retail competitors.
However, as is so often the case, that is easier said than done. If your business requires assistance in ensuring its eCommerce advertising success, then reach out to ourprofessional PPC management team, and we can produce a blueprint to grab consumer attention on small screens everywhere.
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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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