How to Leverage Paid Media for Your E-commerce

Leverage Paid Media

Paid online advertising is used to increase the traffic to a website in the fastest and most effective way. Though optimized SEO strategy is crucial for online business success, it shows results at a slow pace. And oftentimes it’s not enough on its own.

However, combining a well-planned SEO strategy with paid online ads can bring desired results quicker. Especially in an emerging e-commerce business, when no one has ever heard about you. Paid advertising draws high-quality traffic to your e-shop almost instantly.

Benefits of Online Advertising for eCommerce

Instead of waiting for customers to come to you, you should reach out to them. It’s completely normal to not want to spend money before you’ve even started selling your products, but it’s highly profitable in the long run.

There are numerous benefits of investing in paid ads:

  • raising your brand awareness
  • better shopping experience
  • the ability to target the exact desired customers
  • you know the exact number of people who visited your website
  • you know how many visitors saw and interacted with the ad
  • it’s easy to track advertising campaigns, ads, keywords, allocated budget, and return on investment (ROI).

Popular Internet Advertising Models

There are several advertising models used for billing, with the most common being:

  • Pay-per-Click advertising(PPC) – paid to a publisher every time someone clicks on an ad,
  • Cost-per-Thousand (CPM) – paid per 1000 impressions (number of times the ad was seen),
  • Cost-per-Action (CPA) – paid when the user takes a specific action on the site (makes a purchase, fills out the registration form, subscribes to the newsletter, etc.),
  • Cost-per-View (CPV) – paid after watching the video ad,
  • Cost-per-Conversion (similar to CPA) – paid per realized conversion of the advertisement (purchase made, order or subscription made, etc.).

Where to Advertise Your e-Store

Google Advertising for eCommerce

Google is not just a search engine. For eCommerce, it is one of the most powerful marketing channels. It constantly innovates and creates new ad formats that can help brands scale their campaigns.

Using Google ads for dropshipping and eCommerce business can help you emerge on the market quickly. There are 5 types of Google ads – search, display, shopping, video, and universal app ads.

Google Search Ads

Search ads are the most common type of advertising on Google. After typing certain keywords related to a product, they appear on the search engine results pages (SERPs).

Make sure you have a well-thought content marketing strategy and keyword research done so you can target the right audience with your campaigns. Don’t skip long-tail and negative keywords in your strategy.

Display Ads

Display Ads are served on the Google Display Network (GDN) and have the potential to reach ~90% of all internet users.

Display ads are used for growing brand awareness. They can appear in different formats:

  • Banners – they include images and rich media
  • Texts – the same format as organic search rankings (headline, two lines of text, and a URL), just characterized as an “Ad”
  • Gmail – they appear in email inboxes
  • Apps – target specific mobile app categories

Google Shopping Ads

Google Shopping ads display in a visual format on the top of SERPs when users search for a certain product. They include information such as product name, image and price, your store’s name, customer reviews, and other rich product information.

This type of ad helps you extend your store’s presence on SERPs, drive more qualified leads to your site, and convert more high-intent visitors. All you need is to submit your product attributes to Google Merchant Center and create product groups (rather than keyword groups) to bid on.

Video Ads

Video campaigns are complex as they can drive users through the whole conversion funnel – from the top to the bottom. Those are the ads that appear before, during or after other videos on YouTube. They are most useful in brand awareness campaigns.

Another way to use videos as an online marketing tool is to use influencers to promote your products. Video formats are great for explaining the products in detail, both people and SEO love them, they have a good return on investment, and skilled influencers can promote them in various creative ways while giving their honest reviews of the product.

Social Media Marketing

When it comes to eCommerce marketing, social media proved to be one of the most popular and powerful channels. People use social networks to back up claims they hear about your brand.

Social Media Platforms for eCommerce

There are multiple platforms giving you the opportunity for both organic and paid social media marketing:

  • Facebook,
  • Instagram,
  • TikTok,
  • Twitter,
  • LinkedIn,
  • Pinterest,
  • Snapchat.

Though advertising on Facebook is the most popular, your most valuable leads might hide in other places, so try to combine the platforms for the best results. 

Depending on what you want to achieve, you can create ads in different formats, like images, videos, carousels, instant experience, and collection ads. Although these platforms are different, there are some requirements they share:

  1. Create attractive and high-quality visuals that realistically portray your products,
  2. Add catchy and interesting copy,
  3. Use the right hashtags,
  4. Offer some value,
  5. Post regularly,
  6. Add call-to-action (CTA),
  7. Provide testimonials,
  8. Answer to questions and comments.

Then, using different eCommerce analytics tools, you can get a deeper insight into how your target audience reacts to certain types of ads. Use that data to create the ads that will be the most attractive to them.

Boosting and creating paid campaigns on social media can help you reach your target audience. Although, some users are not very fond of “sponsored” posts, so this strategy could backfire easily. Some solutions such as dark posting on Facebook could be a smoother way to approach new customers online.

Email Marketing for eCommerce

Giving the opportunity to personalize the approach to your customers, email marketing is still a very effective marketing strategy. All the time, you have leads who are at different stages of the marketing funnel, and email marketing allows you to deliver the right offers at the right time.

Through frequent contact, you can develop a closer relationship with your customers. Different types of content you can provide include newsletters, sales promotions, discount coupons, and company announcements.

By keeping them up-to-date, e-mail marketing can convert your leads into customers and one-time buyers into recurring customers. E-mail ads can be interactive. Use a clear CTA to tell the users what you exactly want them to do – watch your video, visit your site, fill out the form, etc.

E-mail is also great for retargeting your audience and remarketing campaigns. It offers them the opportunity to re-engage with your business and reconsider choosing your brand over the competition.

Final Words

Although traditional marketing channels are still there, online advertising is on the rise. Internet service providers have recognized their earning potential in offering advertising on their sites, so in order to remain competitive and gain revenue, companies have accepted them.

People spend a lot of time on the Internet, they are well-informed and have a wide range of options to choose from. Unlike in the past, now the shoppers are in the spotlight instead of the products. Today, the focus is on serving, educating and delighting the customers.

Adding paid media to your existing eCommerce marketing strategy can be crucial to achieving your goals. Depending on your goals, you should know which types of ads to display to a different target audience. Do your research, follow trends and test them out on your audience to see what works best.

And never forget to add value and call your audience to take some action.

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