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Learn How to Set Up Dynamic Display Ads in Google Ads for non eCommerce Business

Setting up dynamic display ads is very easy for an eCommerce website running shopping ads but what if you are running non-eCommerce business? Shopping ads is only possible when you are physically selling products on your website having active payment gateway integration. In this article, I will show you how to set Up Dynamic Display Ads or Dynamic Image Ads in Google AdWords (Now Google Ads) for Travel, Education, Real Estate, Jobs, Flights, Hotels, Application source code or any other non-eCommerce business.

Here, we assumes that you are aware of Google Ads and how it works, so we are giving you just brief what this article is all about and how it will help you.

Businesses & digital marketing agencies often uses common features of Google Ads like 1 or 2 search campaigns and 1 display campaign etc. to generate leads or sales. To running ads in Google Ads, businesses first need to understand:

  • Who are their target audiences?
  • Where to display these ads?
  • How many times one should see the ads?
  • Which will be the most relevant landing page to use? etc..

Whenever OLBUZ team works on any Google Ads project they always thinks from user’s point of view. Lets for example, currently we are working on one Ads project (Not an eCommerce business) and getting good sales in terms of sales and client’s expectations. Client is happy after seeing the performance from traditional search & display campaign but we always try finding a ways to drive more sales. We launched Dynamic Display Re-marketing campaign and within one month it started showing fabulous results. This article will show you how we achieved the goal and will explain:

  • What is dynamic display ads?
  • What kind of businesses can set up dynamic display ads?
  • How to create and upload feed for dynamic ads?
  • How to create dynamic display ads in Google Ads?

Each online purchase made on internet generally starts with a Google Search. If you have ever done that, you might as well have noticed that the small ads directly placed in the Google search engine result pages on the top or top right corner. That’s Google Shopping Ads displaying a picture of the product along with the price, the name of the product and the name of the advertiser/seller.

Here is one such example of Google Shopping Ads or Product Listing Ads

engagement ring

Ads like this come as 100% paid models integrating an auction process in Google Ads. A rapidly growing channel of marketing, it’s both a no-brainer and a highly profitable platform for merchants and plays very importance role in eCommerce marketing strategy. With an average 84% year-over-year increase, it is one thing that online sellers cannot choose to neglect.

The Shopping Feed by Google comes in a cheap format and integrates a high ROI for investors. You can even customize the feed with product groups and shopping campaigns using the easy and intuitive Google Merchant Center platform.

Now, let’s talk about Dynamic Ads in Google ads.

dynamic remarketing ads
Ad Examples

Dynamic ads come under the Google Ads Display Network and allow websites to “dynamically’ display product ads to users. This would be the kind of an ad a user sees when he/she is browsing a website, not limited to ecommerce or anything else.

If you are running a Dynamic re-marketing Ads; advertisements copies are generated automatically for products that were previously checked / browsed by the user on merchant website. Google remembers these products and remarkets them for the merchant when the user visits other sites through non-intrusive displays.

Dynamic Display Ads for different business types (Non-Ecommerce Business)

Dynamic Display Ads for remarketing allows you to create automatic feed of all your products with unique attributes like Product ID, pricing and images. When showing ads to end users, the item details are pulled from your feed and turned into an ads. Google Shopping Feed is only available for Retail (eCommerce brand) business but what about those who don’t have retail business and still wants to show dynamic ads?

Don’t worry, Google Ads allows other businesses to showcase their ads dynamically based on remarketing audience. So, if you are into non-ecommerce business or planning to launch new business then don’t worry this guide will help you.

For example, if a user had previously visited an airline website or checked flight prices online, he/she will show a repeat ad that is tailored for his requirements.

Similar to flight bookings, the remarketing could be about

  • Education Business Type (programs, courses, schools, colleges, etc)
  • Hotels/rentals (property name, destination, pricing, etc)
  • Jobs (job title, salary, location, etc)
  • Local deals (deal name, description, pricing, deal category, etc)
  • Real Estate (name of listing, pricing, location, etc)
  • Travel (destination, packages, location, and even custom ad listings – details to be provided and customized by the merchant).

If your business not falls into above category than choose Custom feed option.

The general attributes to posting dynamic display ads in any of the above categories is the same. However, business needs to provide complete information about the listing including their attributes, specifications and sample values.

For example, if you are running a local hotel, the dynamic display ad attributes would include property id, property name, website URL, image URL (to be pulled in for the feed), destination name, property pricing, sale pricing, rating, address and a tracking template (to redirect the end user to the item landing page).

magicbricks dynamic display ads
Ad Example

I have recently checked some of the flats on Magicbricks.com and spend some time over there. After some time when i was surfing other websites above ad was displaying on them. That means Magic Bricks is also showing dynamic display ads to their remarketing audience. So, this is the remarkable steps to set up Dynamic Ads for real estate business as it will give the high number of leads.

If you are looking to create a new dynamic display ad feed, it can be easily done from the Google Ads Account. Retail businesses needs to sign up their business on Google Merchant Center to create shopping feed.

Things to remember before generating Dynamic Display Ad Feed

Feeds are essentially database of your products. While the rows in the spreadsheet are the products/services you are generating a feed for, the more important part of the documents are the columns that contain the attributes (unique IDs, pricing, images, description, etc). These are the details that would be used in the remarketing ad and give a repeat chance to end users to use the service or the product they were interested in. ID’s are important to add in your feed because it will be used by remarketing tag to connect with right audience.

Google Ads allows you to create feeds specific to user language and currency for multiple markets. However, there are limits to the number of feeds each merchant account can ask for.

How to create and upload feeds at Google Ads

Feeds can be uploaded to Google Ads in several formats including .csv, .tsv, .xls and .xlsx. Business Data on the other hand is compatible with UTF -8, UTF-16 and UTF-32. It is however recommended to use UTF-8. Data Transformation doesn’t accrue any loss but you also cannot hope to create in UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.

If you don’t know what values should be add in the feed than don’t worry just download the feed template for particular business from here.

Currently we are setting up Dynamic Display Ads for Travel business provides different tour packages. Business wanted to showcase dynamic tour package details to those audience who previously visited their website but didn’t inquire about it. Here is the Dynamic Display Feed example for travel business.

Make sure your all listed Final URL & Image URL is working else it will not show the particular product to end users. Once you prepare the Custom feed for your business than just follow below steps to upload feed in Ads.

  • Click on Tools & Settings
  • Now click on “Business Data” under “Set Up” segment
  • Now click on “+” button to create new feed
  • After that now go to “Dynamic Ad Feed” option and select your business type
  • Enter your feed name
  • Now upload and attach feed file here
  • Click on Preview button to see the complete overview of the custom fee
  • Once satisfied with the data then click on “Apply” Button

Check if there is any error in the feed. Feed approval can take up to 4 to 5 hours.

How to create dynamic display ads in Google Ads

First of all you need to add Global Site Tag to your website to tag users. Earlier there was a separate Remarketing Code Installation to track users but now all you need to set up Global Site Tag on your website. Check out this guide for correct step by step guide.

To create Display campaign, AdGroup and ads follow below steps.

  • Open Google Ads
  • Click on “New Campaign” button
  • Now select the campaign Goal
  • Select “Display” campaign type from the list
  • Now select “Standard Display Campaign” option from the list
  • Now set up Campaign Level Settings including Campaign Name, Location and Language
  • Set up Bidding Strategy for the Campaign
  • Add Daily budget for the campaign
  • Set up other important settings
  • Now go to Dynamic Ads option and check “Use Dynamic Ads feed for Personalized ads”
  • Select your uploaded feed from the drop down options
  • Now Skip Ads (We will create directly in Ad Group)
  • Save and Continue

Users can create Dynamic Display Ad directly in above steps but it won’t give the proper Ad preview thus we create ads separately here.

To create dynamic display ads follow below steps.

  • Go to Ad Group of newly created Campaign
  • Click on “+” button to create Ad
  • Now select “Responsive Display Ad” to create Ad
  • Add Final URL of your targeted landing page
  • Upload Image and Logos for the Ad
  • To see the preview of Dynamic Display Ad just click on “Computer” icon on right preview window
  • Now Click on “Save” to create Ad

You can see the ad preview on the right side and can make changes in ad color, font, call to action or any other format as per your website theme and relevancy.

So, it was the step by step guide of creating and uploading feed for non-ecommerce business, set up dynamic display ad and other important targeting.

Conclusion:

Remarketing through Dynamic Display Ads scales up the opportunity of conversion to a great extent. Unlike other forms of Ads, these ads are large non intrusive and offers better CTR as compare to traditional display ads. They are of greater relevance to customers than ads that push random products.

6 Old Marketing Ideas that Still Work! – Checkout How?

Acquiring new customers has never been easy, especially when you are a new brand in the market. Further, with the help of technology and spreading awareness among customers, selling a product required a lot of research and promotional creativity. A few decades ago, marketing was all about printing a few ads and banners for the local streets. But with the present surge of internet and social networking platforms, marketing strategies had a major makeover. To understand these changing trends, it would be a great idea to look back at marketing leaders over the ages.

In 1960s, the ways of promotion were a lot different than it is today. The medium of spreading the word was mostly limited to the three networks; television channels, radio & newspaper. Further, the messages were largely literal and were crafted mostly for female consumers. In those days, the styling was all about suits and cigarettes. A fountain pen and a martini would symbolize status. The consumer on the other side had little purchasing information and accepted anything that was put through.

It was in the 1970s when the first hint of creative marketing was seen. Though most nations were fighting political unrest and economic pressures, the expenditure of consumers too reached an all-time high, propelled by inflation and hoarding behavior. During this decade, ‘Positioning’ was the most popular advertising strategy and it was considered as an effective way of placing the ads of your product in the mind of the target persona. The 1990s brought forward several new brands and we saw a boom in marketing strategies. Door-to-door selling was replaced by electronic marketing and we started using digital media and accompanying technologies for product promotion.

In this ever-growing industry, the core marketing concepts are still the same and very much functional. In this article, I will be sharing my views on those old marketing ideas and will compare the same with the current marketing strategy.

Here is the list of old marketing strategies that are still effective:

#1 Influencers are important

influencers

The idea of brand ambassadors and celebrities was introduced in the 80s, largely by a few big brands. But looking forward, it has been a distinguishing aspect of brand identity today.

It was in the 1980s that marketing became more intense and consumers got more demanding. This was also the period when we saw a rise in the fashion industry. Designer labels like Calvin Klein introduced a whole new range of products and employed celebrities like Kate Moss during the start of her career in the early 90s. Campaigns became more seductive and promotion needed some ambassadors that the end-user segment related to. In this light, we also saw the widespread popularity of jeans in the fashion industry. Currently, we have seen such influencers as well in the fashion industry like Kim Kardashian and Kendal Jenner. In today’s world celebrities have huge followers on various social media platforms and are known as social media influencers, they charge around $10K for a single tweet or an Instagram post.

#2 Believe on Visuals

visual-marketing

Though the world largely buys from the internet portals, visual advertisement still plays a prominent role in choice making. With so many competitors for every single product, it is through creative visuals that marketers can appeal to the senses.

Multiple advertisement mediums have been introduced including TV, radio, billboards, magazines, Internet, direct mail, and newspapers. Advertising became an integral part of the life of an average user since the 1970s and this was well supported by growth in TV usage. Advertisement placing was well researched and scientific and more emphasis was laid upon fact-based marketing. Music was introduced with the advertisement for better brand recall.

Currently, there are plenty of online advertising platforms available in the market like Google AdWords, Media.net, Criteo & AdRoll on which merchant show their ads and it directly reaches the target audiences. These platforms help in achieving huge success because it benefits consumers, advertisers, and companies as well. On the other hand, social media marketing is also a plus point for companies to reach out to the targeted audience. Companies love to promote their Advertisement banners on platforms like Facebook ads, Twitter, Pinterest & Instagram Ads which gives great ROI in terms of branding and sales.

coca-cola-banner

#3 Reaching out to customers

It was due to the limitations of technology that our previous generations weren’t able to pass on the information effectively. In old times, businesses reached out to customers via newspaper advertisements, Radio, Banners, TV’s, etc. But today, social media platforms present a solid stage for reaching out individually to customers and groups. Every major brand has a vast social media presence today and has been investing more in social campaigns.

Here, I would like to give a small example of how social media marketing helps companies at the branding level. Coca-cola is one of the top soft drink companies founded in 1886. As per reports it has only served around 9 bottles per day in the first year and today it sells around 1.9 billion bottles daily globally. Coca-cola changed its marketing strategies frequently over time based on the market trends, brand ambassadors and competition. Today Coca-cola has around 106 million likes on Facebook and around 4 million Twitter followers which show that consumers still have faith in this brand. Coca-cola runs impressive online & offline marketing campaigns and tries to reach out to the maximum audience.

#4 Branding is pure business:

branding

Again, the visual impact seems to be the competitive advantage of a brand. One can easily associate with the Nike or Adidas logo, but there are thousands of good sports manufacturing companies. Creative designing and Infographics have certainly taken an authoritative ground. A logo is one of the most important factors when it comes to branding. If you closely see the branding campaigns of famous companies then you will notice that most of the companies use red color in their logo as it is bold primary color and consumers can easily remember the logo for a long time. Most of the companies like Coca-Cola, Puma, Virgin, Toyota, Canon, and Netflix uses the red color in their logo.

#5 Trends are always on the high

Trends seem to be fleeting, changing with every new introduction. As such, marketers and brands at large should be the carriers of changing trends and just not follow them. Here, one needs to understand the trends and predict the marketing strategies in advance to meet the expectations of changing human behavior. If the brand doesn’t change with the trend, it will lose a large market share like Nokia.

#6 Discounts and offers still work

black-friday

While the modern consumer always makes an informed decision, discounts and fair price has always been a welcome move. Discounts and offers have also been a major element to gain a competitive advantage. In this era, the discount and offers are mainly known as Black Friday & Cyber Monday deals. In November & December month which is mainly known for holiday sales, all local & online stores provide huge discounts & deals for consumers. As per fortune report in 2015, online shoppers spent around $4.45 Billion on Black Friday & Thanksgiving day.

The way a consumer thinks will keep on changing but marketing strategies need to be a step ahead and should be able to anticipate the change. Modern consumers have been taught to be completely aware of what they are buying and whether there is a better alternative or not. The challenges for the marketer are thus enormous and it is with creative abilities and wider research that a successful brand identity can be established. However, there are still many things from the early ages of marketing that stick to the core of the process. Marketing strategies have always been about research and understanding our customers. The same will continue to apply.

Ecommerce Trends in 2022: 10 Proven Ecommerce Marketing Strategies to Boost Sales & Revenue

Before reading this article just hit this keyword in Google and see the total search results – “eCommerce Marketing Guide“.

Checked?

Millions of articles and guide are already published for this topic but, only few guide has the most updated information on eCommerce marketing strategies.

This guide is one of it 😉 So, let’s begin !

Whether you have just opened your online retail store or have been running it for quite a few years, you would always like to increase sales. Why shouldn’t you?

The global Ecommerce is expected to reach 7 trillion by 2025. And you certainly want to have your piece of the pie.

However, growing an online retail store is an uphill battle.

Big players like Amazon and eBay with their inexhaustible marketing budgets can easily sway customer sentiment. What should a small online retailer, like you, do to increase sales?

Don’t worry, We have the answer for it – Implement ecommerce marketing strategies smartly!

Yes, smart ecommerce marketing is the only way to beat the competition and grow sales for your online ecommerce store.

In today’s post, We are going to discuss top 14 eCommerce marketing trends and 10 proven eCommerce marketing strategies that will bring success in 2022. 

What is Ecommerce Marketing?

Ecommerce marketing is nothing but a practice to bring prospects/customers to your online store, convert sales, and retain those customers who purchased from you. It also includes reaching out to prospects/customers who abandoned their shopping carts and persuading them to complete transactions. Smart isn’t it?

Ecommerce marketers often rely on search engines, social media, emails, and digital content to drive relevant traffic to online stores. There are many offline marketing ways to boost the online sales like print advertisement, Television Ad placement, Banners and hoardings, Newspaper advertisements and radio ads as well. But, the main thing is that this advertisement platforms are quite costly compared to digital marketing platforms. So, here we are going to introduce you to some of the finest eCommerce marketing trends and tips from digital platforms to get good sales and revenue.

Top 14 Ecommerce Marketing Trends for 2022

#1- Mobile shopping tools

With the growth of technology Mobile shopping is expanding rapidly. It is no longer used as a communication device but also serves a lot of functions in expanding business, generating leads, and bringing business just a click away. These days, shopping through mobile has become a great eCommerce marketing trends. Mobile shopping tools enable businesses to penetrate new markets. Customers can use mobile shopping tools to buy products or services online from anywhere and at any time.

#2- Multichannel customer support

Multi-channel consumers support is a great approach to communication by which your customers reach you. This includes reaching your audience through the methods like email, phone, chat, social media, knowledge base, and other similar channels. If you are into an eCommerce business then you must need to be active on a variety of channels, including websites, e-mail, social media, and others. Approaching customers via multiple channel is a great growing eCommerce trends. Consistent involvement and accessibility will improve your customer’s experience too.

#3- Personalized marketing

Personalized marketing, also known as one-to-one marketing or individual marketing, is a marketing technique in which businesses use data analysis and digital technology to provide customized messages and product offerings to present and prospective customers.

Personalized marketing is the fastest growing trends in eCommerce marketing. It helps businesses in the implementation of a plan in which businesses send personalized information to recipients using data collection, analysis, and automation technology. The purpose of personalized marketing is to fully engage customers and prospects by engaging with everyone as an individual. It also contributes to a better customer experience, increased revenue, increased brand loyalty, and consistency across channels.

#4- Automated B2B transactions

Many businesses rely on B2B payments to ensure a continual flow of goods and services between vendors and clients. According to one survey, over one-third of firms were already utilizing digital B2B payments, and this trend is growing nearly twice that proportion. The key advantages of digitizing B2B transactions are cost savings when dispersing funds and the ability to better estimate settlement timelines.

#5- Direct to Consumer

When a company offers its product or service directly to its customers, this is known as direct-to-consumer marketing.

Today, this is considered a new trends in ecommerce marketing. It is a new way of reshaping retail: direct-to-consumer helps a brand reach the customers directly without the need for middlemen. It is a great way to save time and money and more importantly it creates a great sense of belonging among the customers where a corporation produces a product in-house and distributes it through its channels.

#6- Conversion rate optimization

Conversions can occur on any page of your website, including the homepage, pricing page, blog, landing pages, and others. Conversion Rate Optimization (CRO) is the technique of improving your website to increase the number of individuals who do the desired action, such as signing up for a newsletter or purchasing something. A decent conversion rate is also determined by your industry, niche, goals, traffic channel, and audience demographics, among other things.

#7- Optimize for a mobile-friendly experience

The emergence of mobile devices has changed how users and search engines interact with websites. Search engines have adapted various eCommerce marketing strategy to fulfill the increased need for mobile-friendly and optimized websites as mobile searching becomes more widespread. For many years, mobile-friendliness has been a ranking component in Google search results.

#8- Choose Marketplace to sell product

When you’ve decided to sell online, the first question you’ll have to address is where. There are numerous options. You can choose one or more of the numerous sales channels that comprise the online retail landscape, or you can go it alone and start your online store. Also, if you choose to use sales channels, which ones do you use? And how many of them are there? These are difficult decisions, and we are here to assist you in making them.

  • Before subscribing to marketplaces, consider logistics.
  • Popularity on the market
  • Competition

#9- Omnichannel marketing

Omnichannel marketing strategy is becoming more popular – These days, Omnichannel marketing strategy is a terrific trend that helps teams to meet their consumers where they are by offering the correct message at the right moment. It is an excellent approach to saving both time and money. According to the survey, the more channels customers use, the more valuable they proved to be to businesses.

#10- Video and Visualization promotions

Video marketing is present everywhere, and it’s past time for us all to jump on board. If you run an eCommerce business then you must understand that Video and Visualization promotions have become the need for eCommerce marketing.

  • However, it is also claimed that businesses who use marketing videos have higher click-through and conversion rates than businesses that do not (Buffer)
  • Using video on your eCommerce site boosts conversion rates by up to 85%, improves SEO, boosts email click-through rates by 96%, and decreases product returns by a fourth.

#11- Retargeting ads

Retargeting customers through ads helps you to keep your brand in front of potential clients after they have left your website, pushing them to revisit your offer when they need it. This method is a widely accepted marketing strategies to boost sales.

Retargeting campaigns enable you to target individual visitors with specific advertising to persuade them to convert to your offer. Retargeting advertising can be used to cross-sell products. Cross-selling is a marketing tactic that promotes linked items. You can employ retargeting advertisements to entice consumers who abandoned their carts to return to your e-commerce store. Users may forget about your e-commerce firm after abandoning their cart. Retargeting advertisements serve as a reminder. These campaigns are effective because they allow you to show adverts to people who have already demonstrated an interest in your product. Therefore, for e-commerce enterprises, retargeting advertisements often produce a greater earnings-per-click (EPC) than traditional search and display ads.

#12- Google shopping ads

Google Shopping Ads have turned into a valuable marketing tool for numerous businesses over the last few years. This is a great marketing strategy for eCommerce startup. Google shopping ads are product-based ads that display how your product searches appear across multiple Google and Google shopping platforms. Furthermore, just like regular search advertisements, Google Shopping ads offer an image of a product together with descriptions such as the product title, brand name, and reviews.

#13- Social commerce

Social commerce is another perfect method by which users buy their desired products and services directly through a social media platform when using social commerce. Instead of being transferred to a website, users complete their purchases within the app. The complete purchasing procedure, from product research to check out, takes place in one location.
Social selling is not the same as social commerce. Social selling is the practice of establishing relationships on social media to increase the size of your sales prospect list.

#14- Buyers Journey Optimization

Understanding the customer’s journey is regarded as the most fundamental prerequisite for eCommerce or any organization. It gives vital insight into how potential customers could act in a certain situation. It will allow you to develop an effective growth strategy. Understanding your clients and their journey can help you determine what content and channels will reach them the most effectively. The buyer’s journey is divided into three stages, which are as follows: awareness, consideration, and decision.

Proven Ecommerce Marketing Tips for 2022

#1- Optimize Your Product Listing 

Optimized meta can help individual products rank on Google. So you must optimize your product listing to increase conversion rates in 2022. 

Here are some tips to optimize product listing:

  • Title should include all the details (Product name, size, color etc. – Depends on product category)
  • Categorize your products strategically
  • Use beautiful headers to divide content into small chunks
  • Write persuasive product descriptions 
  • Include reviews and ratings on product pages
  • Clear Shipping details information on Landing Page
  • Promo / Coupon / Offer details besides Product Price
  • Personalize the shopping experience for your users.
  • Add high quality product images
  • Related products information just below the product

Here is one wonderful product page example containing all the relevant details cryst and clear.

Pro Tip – Well optimized product title & description also helps you to show product listing ads on targeted keywords from Google Ads / Bing Ads shopping campaign.

Optimizing product listing is the first step toward boosting sales of your business.

#2- Leverage Social Media Marketing

Social media platforms used by marketers are growing each year. Data suggest that 2022 will also see growth.

Image Source: eMarketer

As an Ecommerce retailer, you cannot afford to stay away from social media if you want to beat your competitors and grow the business in 2022. Proper social media marketing for an ecommerce business will not only help in sales but in branding as well. Running paid ads on social media can also increase the brand awareness so, one can’t miss the opportunity to promote their ecommerce business on social media platforms.

Our guide to data-driven social media marketing strategies to promote your business online can help you to get started. Promoting ecommerce business on social media is just half work done so, here you need to push the strategy further. Before social media ecommerce businesses has limited resources for customers. They provides customer support services via email, phone call & live chat medium. But, now people prefers to complaint over social media because they need quick solution. Due to this immense audience base over social media it forced ecommerce businesses to hire social media team specifically to resolve customer queries and social media marketing.

#3- Create An Awesome Loyalty Program

It goes without saying that you need to put more effort into converting new leads into customers than selling to your existing customers.

So, you should try to sell more products to your existing customers. And a good way to make it happen is to create an awesome loyalty program.

Here are five tips that can help:

  • Pick a great name 
  • Reward a variety of customer actions 
  • Make ‘your reward points’ available 
  • Offer multiple opportunities to enroll
  • Make your loyalty program fun to continue

Make 2022 a great year for your loyalty program.

#4- Design a Lucrative Affiliate Program

Affiliate marketing is an effective yet economical way to increase sales. And the best thing about it is you will have to pay only for results.

Here lucrative affiliate program should be included in your Ecommerce growth strategies for 2022.

Here are three proven tips to grow your sales through an affiliate program:

  • Recruit affiliates smartly (niche-specific sites with a minimum of 100 unique visitors daily)
  • Run black Friday deals & cyber monday deals for your affiliate partners (Ecommerce Holiday Sale Season)
  • Try to include niche influencers in your affiliate program

Below is one such example of Blue Nile Affiliate program.

Having a good affiliate program can increase your sales without you making any effort. So don’t delay to design a lucrative affiliate program for your ecommerce business.

# 5- Power up Your Marketing Emails

More and more Ecommerce businesses will focus on email marketing in 2022.

Why? People check their emails many times in a day, and a well-crafted email marketing campaign can help you get many customers quickly.

However, you should understand that Ecommerce marketing is not only about crafting great marketing emails you also need to get your email sequencing right. Your email subscribers can opt-out if they often receive emails in a wrong sequence.

Following are seven types of preferred emails you should start sending in 2022:

  • Welcome emails 
  • Engagement emails
  • Offers / Discount emails
  • New Collection emails
  • Cart abandonment emails
  • Upsell/cross-sell emails
  • Thank you emails 

To maximize the success of your email marketing, you must focus on event-based email marketing. Just make sure you don’t spam the customer’s mail else they will opt-out for sure. Email marketing gives the best conversion rate for ecommerce business niche as the chances are high to convert them as a customer. So, prepare your email marketing strategy accordingly.

#6- Rope in Influencers to Shout Out Loud

Influencer marketing will play an important role in 2022. However, the focus will be on micro-influencers. Why? – The reason is below.

It has been observed that having a big number of followers doesn’t always work. In fact, an Instagram star with 2M+ followers couldn’t sell 36 t-shirts, says a report. What’s more, one has to pay a hefty fee to rope in big names.

On the contrary, micro – influencers with loyal small audiences can do wonders for your online retail store. And you don’t have to break the bank to rope in micro – influencers.

My friend, micro – influencers are the marketing force of the future. Start making relations with micro – influencers if you want to leverage the true power of influencer marketing in 2022.

Recently Facebook also launched their own Brand collaboration tool where businesses/brands can collaborate with influencers to advertise their products. So, if you are looking for micro – influencers then just check out this amazing tool to collaborate with influencers.

#7- Target Users Who Abandon Shopping Carts

Not all who add products to the shopping cart complete the transaction.

According to a study, 69.57% is an average documented online shopping cart abandonment rate. Indeed, this is a big number. By targeting these buyers, you can boost your sales in 2022.

Here are the common reasons why shoppers abandon the cart.

Work on the above reasons and target those who don’t complete transactions with the help of retargeting ads and email marketing campaigns in 2022 to grow sales.

Here is one email marketing example for those users who abandoned cart.

Same way ecommerce businesses can run Dynamic remarketing ads in Google ads and catalog ads in Facebook to grab sales from abandoned cart users.

#8- Create Persuasive Content That Sells

Content marketing is super effective to build awareness for your retail store.

Celebrated marketing guru, Seth Godin once said, “Content marketing is the only marketing left.” 

Persuasive content will play an important role in 2022 to grow sales. And you should amp up your content team to create persuasive content throughput the next year.

Make sure that you publish at least 2-3 detailed articles based on the latest trend per month and promote these articles aggressively on different platforms. Publishing long shopping guides are found to be effective in lead generation.

Also, you should write guest posts on leading websites in your industry to build awareness.

#9- Improve Cross-Selling

If you improve cross-selling in 2022, your profit will go up quickly. What exactly is cross-selling?

It is nothing but pitching relevant products to your customers in addition to products they are already interested in buying.

Suppose, Rita (your customer) is interested in buying a screen protector for her mobile phone, you can pitch mobile covers, screen cleaners to her.

How can you choose the products to cross-sell?

Here is a thumb rule: Product to cross-sell are custom designed to work with the primary product.

The product page and checkout page are good places to showcase products for cross-selling.

What are you waiting for? Check your product catalog and pick products for cross-selling in 2022.

#10- Invest in Paid Marketing 

If you’ve just started your ecommerce Store and want to increase your sales instantly, then nothing beats paid marketing.

For quick results, online retailers will rely on paid marketing in 2022 too.

As Google is dominating the online search domain, Google Shopping Ads will lead the paid marketing in 2022. And Google Shopping Ads will be followed by Facebooks Ads, Instagram Ads, Bing Ads shopping campaigns.

For any ecommerce business Product listing ads / shopping ads are the most preferred ad type to start with. Don’t opt for search or display campaign at first but go for shopping campaigns and dynamic remarketing campaign to grow sales and brand awareness.

Important Paid Marketing Tips for eCommerce Business

  • Start shopping campaign / product listing ads in Google Ads, Bing Ads, Instagram Ads & Facebook Ads
  • Run Smart shopping campaign in Google ads to get good ROAS
  • Set promotion in Google Merchant Center, Facebook Ads & Bing Merchant center to get good CTR and revenue
  • Use high quality and relevant product image in Shopping Feed / Catalog
  • Start brand search campaign to run ads on brand keyword

You must keep aside a paid marketing budget for 2022 if you want to stay ahead.

Final thoughts,

Your competitors are not going to disappear in 2022, so you should execute the best E-commerce marketing strategies and follow top eCommerce trends to outgrow them. If you follow the above pointers smartly, there is no reason why you wouldn’t be able to grow your business in 2022.

What about you? Do you want to share any other Ecommerce marketing tip for 2022? Please share it in the comment section. I’d love to know about it.

13 Examples of Event-Based Email Marketing for eCommerce Business to Boost Conversion Rate

Are you an eCommerce business owner or associated with eCommerce businesses? You must check this article that will help you to plan additional revenue generation channel for your eCommerce portal.

You must be utilizing various acquisition channels like SEO (Organic result), PPC (Pay Per Click), Affiliate marketing, Email Marketing etc to drive traffic to your website. Now think about the acquisition cost! yes, every visitors count when you are spending tons of money to acquire visitors to your website.

Do you have a strategy to target visitors:

  • Who visited your website but didn’t make a purchase?
  • Who bought a product from your website but before long time!
  • Who added a product into cart but did not place an order

For eCommerce businesses, email marketing is also considered as the best medium as it gives the maximum conversion rate if you have a proper targeted list. Many eCommerce businesses still don’t know how to use email marketing in a proper way and still sends the common email to their customers which may or may not drive the proper conversions. It is an art to utilize this opportunity and if implemented properly, you can definitely generate good number of order from these audiences as well. In this article we will talk about how to use event based email marketing which opens several doors to grab conversions for your eCommerce business.

Event-based marketing or EBM refers to marketing strategies that are directed towards an event in the life of a customer. Event based marketing is very crucial in ecommerce marketing. An event can be something predictable and basic such as a birthday, an address change, a news story, a social trend, end of contract, a blog share, or the purchase of a product. It can also be something more personal and detailed such as a marriage, a pregnancy, or a large withdrawal from the customer’s bank account but in ecommerce business these events won’t be much helpful. The events that you will use as reasons or triggers to reach out to your customers will vary greatly depending on your customer base. As mentioned earlier, for ecommerce business events would be different and here is the complete guide of using various event based marketing for your business.

The benefits of event-based marketing in eCommerce

EBM focuses mainly on individual behaviors and this makes it more of a marketing pull than a marketing push. This is because customers initiate communication depending on something that they do, instead of being targets segmented or identified by marketers for a specific service or product. Event-based marketing can boost brand recognition and drive profits efficiently and quickly. It generates impressive ROI since marketers engage every customer depending on his/her actual interests or behavior instead of pushing sales promotion or marketing campaigns based on a targeted segment. Event-based marketing is usually a more personal form of advertising and can enable businesses to form personal connections with their customers. In addition, EBM is a great strategy that allows e-commerce businesses to respond to the needs of their customers at precisely the right moment.

Types of customer events to focus on

Event-based marketing begins with a variety of events in a client’s life. Ecommerce businesses need to identify meaningful events, associate with the right interaction channels and use the necessary information content to provide an optimal response and constant dialogue with every individual. Events are usually external to the individual client, but they will also trigger a precise action by the marketer. Customer events will vary greatly depending on the business. Some examples include the following

#1 Welcome after signup and after purchase

Marketers can welcome customers after they sign up and even after they make their first purchase. This can be achieved by sending a welcome email. You can also send them promotional items that are meant for new customers depending on your business, for example, a free trial follow-up from Grove below.

Or, you can send one simple welcome mail after sign up just like Berricle. Check below example.

For clients that sign up but have not yet made a purchase, a sequence of email nurture series will help to educate your customers about your brand, product, and niche. A welcome message or email should follow a service or product-centric customer activity, for example, inquiries or interactions with the business through a webpage, or mouse-clicking on specific items. Once the customer clicks on mail and visit landing page then welcome them with some good offers like below.

#2 Anniversary of first purchase

Ecommerce businesses can take advantage of the first anniversary of purchase to market their existing or new products to their customers. Reminding your clients about the purchases they made in the past may trigger them to make a new purchase, particularly if they are regular buyers. Don’t forget to send some good ecommerce promotion offers along with it.

#3 Customer’s birthday

Ecommerce businesses can use customers’ birthdays as an opportunity to make a sale or market their brand. You can send a birthday wish, printable gift cards, coupons or special offers to your customers to celebrate their big day. Many customers will remain loyal to businesses that remember personal events such as birthdays.

#4 Pre-order promotion

A pre-order promotion can be beneficial for businesses that have a growing audience because they can help you start building buzz before the actual release of your product. Brands frequently provide perks for preorders to help them get more purchases. For example, providing items or discounts on purchases available to people who pre-order at no extra cost. This strategy is used successfully in the gaming industry for new video-game preorders. Exclusive items are used to generate large preorder sales and still generate earned media around the new product launches.

#5 Refer a friend

A referral program can be an excellent way of getting new customers for your business. Most clients will readily refer their friends and family to brands that they love. Make sure that you endorse your referral program to ensure that everyone knows about it. Share it on all your social media pages and send them to your business email list.

#6 Abandoned basket

Businesses lose money whenever visitors abandon their carts without buying. Research by the Baymard Institute confirms that about 69.23% of shopping carts are abandoned. Ecommerce businesses need to address hesitations by shoppers to remind them to complete their purchase. Don’t worry you can still reach out to audience who abandoned carts.

This can be achieved by persuading them with free shipping or discounts. Craft a cart abandonment email that will entice visitors to return to their carts and remind them of what they were buying in the first place and why. Here is one such Abandoned cart email example sent by Flipkart.

#7 Almost-out-of-stock wish list

You can use a wish list reminder email to convince customers to take the final step in buying the products that they had shown interest in buying and they are now almost out of stock or selling out. This may just trigger the need for shoppers to make the final purchase. ModCloth always alerts its shoppers when products are almost selling out. This motivates customers and minimizes regret because people do not want to miss out on products they have been eyeing for a long time.

#8 Price change on wish list

If prices of products in your inventory change, you can use this opportunity to alert clients who had listed the products on their wish list. They may be motivated to make purchases, especially if you are giving great discounts or promotions.

#9 Back in stock

You can also alert your customers about products that are back in stock. KEEEN, a company that sells hiking shoes, gives its clients the option of receiving an email when their products of choice are back in stock.

#10 New color/style in previously purchased line

Clients may be interested in new styles or new colors in previously purchased products. Alerting them about the new designs or colors can trigger them to make purchases, especially if they had shown interest in the past. You can always get information by sending a customer feedback email to help you know what your customers want from existing lines. An example is the Airbnb customer feedback email template

#11 New lines in previously purchased brand/subcategory combo

If you have the ability, you can expand your product line by introducing new lines in the brands that were previously purchased. You can evaluate the market demand to determine whether a new line or subcategory is worth the cost. You can then alert customers who had purchased these products previously about the new lines or subcategories that you have introduced. If they bought these products, they may also purchase the new products.

#12 Cross-sell follow up

Cross-selling involves getting customers to purchase services or products in addition to other products that they have already purchased or have agreed to purchase, for example, complementary products and service add-ons. By using a cross-sell follow up, you can motivate your customers to make additional purchases. In Ecommerce business it’s called as product recommendations. If you have shown interest in any product or previously bought any product then ecommerce store will send you similar product recommendations.

#13 Business Anniversary Offers

Many ecommerce businesses also sends email on their business anniversary with good discount and offers. This tactic often works as most business enjoys their success on every anniversary and gives good discount to their customers.

Any changes in a specified customer event could be used as a potential opportunity to contact the customer. Since marketers set the rules, they should choose event opportunities that perfectly suit the strategy and objectives of their business. After implementing event-based marketing strategies, you need to closely monitor them. This will help you in determining their effectiveness and also making necessary adjustments. Furthermore, this data will be useful in the future as you will eliminate guesswork when implementing new strategies for reaching out to your target market. Transform your business today by harnessing the immense benefits of event-based marketing.

10 Easy Tips of How to Write Product Description to Boost E-Commerce Conversion

Are you an ecommerce business owner? Are your product descriptions persuasive enough?

Do your product descriptions transform visitors into consumers? Or do they just offer information about your products?

The biggest and most common blunder most copywriters often make is describing services or products rather than selling those with descriptions to their target audience.

So, can you really sell your product or service through description? Well, of course you can. What you should do is create compelling, attractive and persuasive descriptions for the items you sell.

In Ecommerce Marketing product description is one of the main factors along with product images & call to action. Today, I will discuss here five effective ways to write product descriptions that can actually sell your products. But before diving into that, let’s talk about first what actually a product description is and what fundamentals are behind it.

The Basics of Product Descriptions

According to Business Dictionary, product descriptions define as –

“Consumer’s view of a product that includes its benefits, form, presentation, price, purpose, etc.”

An ecommerce store is considered as a virtual place where consumers cannot touch or feel a product. If a consumer goes to a brick and mortar store and has any question about a particular product’s features, there are salesmen who can assist that consumer. But when it comes to ecommerce store, your savior can only be the product description. It is the most important factor when it comes to making people buy your product. A bad product description potentially turns a visitor away from being a customer.

Let’s have a look what makes a product description good and bad.

How a Good Product Description Differs from a Bad Product Description

Do you always need to be fancy to make a product description “good”? Well, of course not. As long as it explains what actually your product is and why somebody should buy it, it will be good to go. The most important factor is that a product description should be self-explanatory.

Just have a look at this product description by Lululemon .

simple-ecommerce-product-description

After reading this one-liner product description, anybody can understand what this product is and who it is for. Though it has not gone into too much of detail, it surely explains that the product is a “soft lightweight crew” and it is for those who want comfortable clothes to use every day.  Usually, the selling factors of this kind of clothes are image quality (which seems good here), price, available colors, and sizes. All of these things are present here. So the text here is less important.

Even though it is not a detailed copy, it is a good product description.

Now let’s have a look at another product.

decathelon-product-descriptionCan you understand everything about this product by just looking at it? You could probably guess. So, here’s have a look at its description.

decathelon-product-description-detailsAlso, there are separate sections, describing advantage, technical information, features, technology and storing tips in detail about this product on its respective page.

This company has done a great job by writing a product description that clearly explains what the product does, how it adds benefits and other relevant information.

Both of the above product descriptions have achieved the same goal, giving consumers what they seek information about – nothing more, nothing less.

On the other hand, a bad product description does exactly opposite of that. If a consumer still has questions and confusions about a product even after going through its description, then my friend, it is surely a bad product description. Hope, you will not like to develop a bad description for your product.

Here are 10 surefire ways that will increase your ecommerce business conversion without any doubt.

#1 Have a Defined Buyer Persona

The roadmap for creating a good product description starts with defining the right buyer persona. When you sell a product, be it online or offline, you must keep your buyers in mind. Especially for online businesses, giving importance to buyer persona is one of the most crucial selling strategies.

Firstly, you need to have complete clarity about your customers; whether they are buying for themselves or somebody else, or any wholesale purpose. Then you need to keep in mind a few things, such as –

  • Demographic
  • Gender
  • Age
  • Interest
  • Level of education or income
  • Language

Once you are clear about these things you can target the right audience and write a product description that can attract “your kind” of audience.

#2 Explain the Features of a Product along with the Advantages of Buying It

When you manufacture or sell a product, you focus on its features and want to grab the attention of your customers by highlighting those features. But is highlighting a product’s features enough to grab a potential buyer’s attention? The answer is a big resounding No. The way you get excited about your product specifications, a buyer may not feel the same. Always a buyer sees in a product how that gives benefit to him or her. Thus besides explaining a product’s specifications, you need to explain how each specification can benefit the customers.

Method has done the exact same thing with its product, let’s have a look at one of their hand wash products.

 

Other than describing what this handwash contains and its additional features, Method explains that the product can make a user’s hand clean, soft and supple in a biodegradable way. And that is what any customer will have interest on.

So, develop a product description in such a way that tells all your customers how the product can make them happy. The more you will touch the personal chord of your audience through your product, the better ROI you can achieve.

#3 Use Bullet Points or Categorize the Whole Thing into Separate Sections with Headings to Create Scannability

In today’s age, there are only a few people read everything they find online. Rest try to find the most important details first. So, to make your product description easier to read or rather say scannable, integrate bullet points in it. They deliver a clear and concise way to showcase the most important information.

Here is a great product description that uses bullet points to highlight features.

ecommerce-bullet-point-description

 #4 Don’t Avoid the Power of Superlatives & Influential Words in Your Copy

Using influential words, such as superlatives, adjectives etc. can make your product description convert. Do you know what these influential words are? Kevan Lee in one of his pdupliosts shared the ultimate list of words and phrases that convert, which includes words like suddenly, sensational, now, remarkable and many more. But including such words without justifying them may seem insincere to your audience. If your product is really the most advanced or the best, give particular proof why this is the scenario. Otherwise, tone your copy down or share your customers reviews that include your product is the most wonderful they have ever used.

#5 Make Sure Your Copy is Search Engine Friendly

The last but not the least, give importance to search engine optimization while creating your product description. Just make sure there shouldn’t be any duplicate content for the product. If you hires any content writer than guide them to use proper content and don’t copy from elsewhere. The words you use in a copy are not only for swaying your audience but also for optimizing the entire description for search engines. However, if you have already created your buyer persona and written product descriptions focusing that, using specific words and phrases that your buyer persona uses, then you have already optimized your product descriptions for search engines.

Furthermore, let me share some quick tips that will help you make your product copy more search engine friendly.

  • Avoid using jargons unless your audience uses them
  • Do proper keyword research using various tools and use them in product description
  • Use long tail keywords, or rather say key phrases, in headline, subheading, and body text.
  • Use Alt tag to optimize the product images

Remember, write your product descriptions keeping your readers in mind and optimize it for search engines.

#6 Keep your Tone/Voice consistent

The tone is the branding of your eCommerce store. When a visitor comes to your store, they expect a welcoming tone. The tone establishes a connection between the visitor and you. The tone is not a particular voice defining your brand. It can be humorous, emotional, or edgy. But, in all, it should connect you with the visitor in a friendly way. The tone in your eCommerce product description gives the potential customer a reason to stick to your site.

#7 Use Good Images

Images are the prime representation of your product. Your customers expect high-quality images for buying the product. The high-quality images bring credibility to your product. They will show all the key features of your product to the customer. They will also influence the buyer to imagine the use of the product in their life. Good images increase the chances of users buying the product. Brands use high-definition pictures and videos to show the features of their product. Hence, opting for a visual way to showcase their product’s features.

Because 63 of customers suppose that a product image is more important than the description or indeed the reviews.

For example, Canon does the same by providing both video and quality images to display the features of their PowerShot camera.

Canon - Advanced Cameras - PowerShot G3 X

#8 Set Goals and KPIs

The ultimate goal of the product description is to convert the visitors into qualified leads. But, without checking you can’t infer whether the product description for an eCommerce website is working or not. For this, you need to set goals for the reach of the product description. The metrics help to measure the goal reached by different product descriptions. These metrics also known as Key Performance Indicators, include:

Cart Abandonment
Convert Rates
Return rate
Support inquiries
Organic search rankings

With these, you can judge which product descriptions are working and converting rates and optimizing others accordingly.

#9 Use Story-Telling

Stories can do wonders with the sales of your products. Adding mini-stories makes an emotional connection with the visitor. The story can be about the benefit of your product, a story about a previous customer’s experience with using your product, or a story about the makers of the product. These stories draw your customer in and increase the chances of generating qualified leads.

#10 Do’s and Don’ts to write a good product description

A product description for an eCommerce website is a deciding factor in making or breaking a sale. To write an epic product description, follow the following tips:

· Go personal: Write the product description as if you are talking to the customer in real life. This creates a personal connection between the customer and you.
· Use superlatives: Boast about your product’s awards and 5-star reviews. Use superlative adjectives like top-rated, trustworthy, or award-winning.
· Focus on readability: The higher the readability score is, the more people it reaches. Hence, keep the readability score in check.
· Don’t use unjustified superlatives: False promises decrease the brand credibility. Do not use adjectives that are false or with no proof.
· Don’t use insignificant verbs: Avoid using insignificant and repetitive verbs like excellent or cutting-edge. They do not add value to the customer.
· Do not use jargon: Jargons always deplete the customer’s attention. When you use jargon in the product description for eCommerce websites may confuse the customer. This can result in putting off the customer.
· Don’t use copied content: The copied content affects the search engine ranking of your brand. It doesn’t add value to your customer.

What is The Importance of Product Description?

The product description is your chance to deliver credibility to your customer. It gives you a chance to present your product to potential customers and convince them of its utility for them. The eCommerce product description makes you stand out against your competition. While looking for a product online, the customer lands on the product page with many questions in mind. When customers find a similar product description it does not solve their problem. It does not help them and makes the impression that your brand does not care about the customers. It reduces their chances of getting back to the products on your site. The product description should answer all the customer’s problems and queries.

A google search optimized product description ranks your product higher in search engine results. It also gains customer trust and increases their chances of returning to the eCommerce site. A complete, concise, and clear product description makes you different from your competitors. Usability, specification, and features highlight your product to stand out against similar products. A good product description brings credibility to your brand and makes it trustworthy. The product description of your products solves customer issues and convinces them to buy the product. Hence, product description also contributes to increasing sales of your eCommerce.

Conclusion

A product description either make or break conversion of ecommerce business. Thus taking care of every minute detail of making a great product description is highly needed. Make sure that the product descriptions have been written for your buyer persona in a scannable format utilizing the apt tone. And don’t avoid optimizing them for search engines.

So, is there any ecommerce challenge you have faced while developing product description? Do share if any. If there is any secret of writing awesome product description you want to reveal, share it in the comment section. We’d love to know.

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