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Tested Promotion Ideas & Marketing Platforms to Boost Sales for ECommerce Business

ECommerce business became very competitive because of many big fishes who is in the ecommerce business since ages and still expanding their business day by day. Apart from it each year many ecommerce business is being launched with new products, new concepts & unique offers but only few gets noticed. Ecommerce business will get success only if they hit the right audience with right approach & right platform. Some big Ecommerce businesses have their own marketing team or think tank team so, they do have proper channel for marketing. Here we will provide some of the verified and tested ecommerce marketing ideas for those ecommerce businesses who recently launched their business, small or medium size business or wanted to launch their ecommerce business.

There is plenty of different ways to do Ecommerce marketing including online and offline channel. Few of the popular Ecommerce marketing strategy includes

  • Run ads on TV
  • Run ads on Newspapers
  • Huge Banners across the country
  • Online Ads platform (FB, Google Ads etc)
  • Social Media Marketing
  • Influencer Marketing
  • & Many More…

One of the primary attribute in Ecommerce marketing which needs to be add in any advertisement is promotions / offers / discounts & deals. These are the important things which should be and must be there always. Here we will discuss about different promotion strategy for eCommerce businesses which needs to be implemented to get more sales.

So, Let’s start…..

Struggling to set the right promotion strategy for your Ecommerce business? Well, here we have compiled the various Ecommerce marketing/promotions strategy which you can apply on your store [Believe Us – All promotions strategy tested on various businesses]. Some E commerce businesses also raise doubts that even after applying promotion strategies, they couldn’t achieve sales as expected. So, here we are also listing the steps about how one can promote the coupon codes, promo codes or discounts to their targeted audience using various platforms.

Setting up an E-commerce website to sell products online – is doing just this enough to make money in the ecommerce industry? The answer is a big resounding No. Offering lucrative promotions and special offers to your prospective ecommerce customers is an effectual process of driving huge traffic to your site, gaining new customers, and boosting revenue. And the best part is you can harness the power of these promotions to encourage new visitors to become loyal, repeat customers of your business.

But in today’s competitive market, online consumers have become more savvy than ever and there are countless online buying options for them. Thus, standing ahead of the crowd is only possible when you can develop innovative promotion ideas. Implementing these strategies correctly with additional persuasion can help your visitors buy your products instantly and give you a great return on investment (ROI). But from the many tried, tested and suggested ways to promote ecommerce website out there, have you been able to plot the right one for your own business? If not yet, then get ready to find your answers today. So, without further ado, let’s start the discussion.

Types Of Effective Ecommerce Promotion Ideas

Just like brick and mortar stores, if you do not welcome your customers to your ecommerce store, it will take just a second for them to choose another option to make a purchase. To welcome your customers, you need to engage them. Special offers and promotions play an important role in engaging customers to an ecommerce website. There are some effective ecommerce promotion ideas that work wonderfully. Here is the list of some killer promotion ideas which you can include in your ecommerce marketing strategy.

Just Remember – “First Impression is the Last Impression”

#1 Free Shipping Promotion 

A study says, 9 out of 10 shoppers prefer free shipping when it comes to buying things online. A majority of consumers consider free shipping as an appealing offer and thus it can drive remarkable sales conversions.

office-furniture-free-shipping

There are mainly two ways through which you can offer free shipping on your e commerce business – conditional free shipping and unconditional free shipping. Conditional free shipping sets certain conditions to the free shipping offer for example.

  • Minimum order value
  • Select Items
  • Economy Delivery
  • Area-specific delivery

On the other hand, unconditional free shipping applies on every item and every order across all brands. Choose a method depending on your profit margins, shipping costs, and competition. Some Ecommerce store goes one step further by providing same day shipping, one-day shipping or free returns offers. This kind of promotion offers surely benefits to the business as people need their product as soon as possible.

#2 Percentage Based Discounts

Offering your prospective customers discounts on every buy is a way to draw people’s attention to your store and products. And eventually, this becomes helpful for your ecommerce business in increasing sales, improving reputation and boosting success. And one of the most common ways to provide discounts is with a percentage based discount. Usually, ecommerce retailers use small to large discounts as incentives to purchase. And sometimes, when it comes to flash sale or clearance sale, some brands even offer 50% or more discounts [Don’t judge, read next line]. Which discount you will choose to offer your customers completely depends on your profit margin and inventory stock.

shoes-percentage-discount

In the above screenshot, you can see that how this E-commerce business provides discount offer directly on product listing page. Apart from the discount offer, the product listing page perfectly sums up the details of the products. It has product image, available colors variants information, product name, price range, discount offer, ratings and reviews and finally, call to action button.

#3 Buy One Get One Free Discount

Buy one get one free (BOGO) offer helps ecommerce retailers allure their customers easily. Usually, this offer happens during festivals, events and major national holidays. Through this offer, you can create a perception for your customers that they are getting a great deal. And that is what drive sales for your business. The BOGO offer is designed in such a way that helps in clearing out, moving inventory and creating cash flow for an ecommerce business. To make people aware of this offer, set up a banner across your website showcasing BOGO offer through a compelling copy.

bogo-buy-one-get-one-free-promotion

As mentioned earlier, this kind of BOGO offers specially available during the festivals or holidays so, be prepared for it and announce such offers on your store a bit earlier before the offer starts to make the customers aware and get themselves for purchase. We have seen some Ecommerce businesses set up this offer specially on few product categories which directly connected to specific holiday. For e.g. few jewelry portals provides BOGO offer on mother’s day specially on jewelry items which can be gifted to mother. Ecommerce business can set up above BOGO offers during below holidays list.

  • Black Friday
  • Cyber Monday
  • Boxing Day
  • Carnival
  • Christmas
  • New Year
  • Diwali
  • Easter
  • Fall Sale
  • Father’s Day / Mother’s Day
  • Halloween
  • Hanukkah
  • Labor Day
  • Independence Day
  • Eid
  • Rosh Hashanah
  • Winter Sale
  • Valentine’s Day
  • & Many More (Yes, Holiday Season Never Ends)

#4 Get Free Item On $$$$ Purchase

free-gift

This offer applies to a certain amount of purchase of any particular product, working in various ways, such as a flat discount, a fixed percentage of discount and more. By offering these discounts, ecommerce websites can gain profit from individual customers as well as distributors and wholesale merchants. And every customer loves having free item when buying something. Thus giving away free stuff on a certain amount of purchase can certainly encourage your website users to often make bulk orders. Jewelry Ecommerce business is one of the ideal businesses to offer such promotions.

#5 Discount / Coupon Code On Sale Price

This offers the customers the chance of getting a certain amount of concession on sale or bill price by including a discount or coupon code. Just make sure your coupon or promo code is easy to remember and apply. The easier a promo code is easy to remember and apply the more it will be used and eventually the better transactions you will have over the time. To harness its maximum benefits, other than your website, share the coupon codes on third party websites as well to drive more traffic.

coupon code

Some Ecommerce websites provides coupon codes or discount for first-time users to encourage them to buy more products from the store to gain trust.

#6 Quantity Discounts

bulk-discounts-promotions

Offering lucrative discounts on a certain quantity of purchase can drive sales for ecommerce businesses. This offer can be advantageous for both the sellers and consumers when there’s any bulk order placement gets done.

#7 Reward Points

Offering reward points to customers has a significant impact on customer loyalty program in e-commerce business. And when you give importance to customer loyalty program, you get customer retention, new customers through referrals and an increased conversion. Show reward points based on affiliate sales or total products bought by your customers and give discounts accordingly.

One More Important Thing….

Each & every ecommerce business has their own range product categories or business model so, from above list it may or may not possible to apply all promotions for your business. It completely depends on the profit margin, inventory stock, ROI and other important things. So, decision is yours.

And, if you haven’t decided your range of product categories for your ecommerce business than here is the statistics of what users prefers to buy most from online.

online-shopping-categories

#8 Sell on Multiple Platforms

Many eCommerce businesses now promote and sell their products on other platforms besides their own website. Some of the best multichannel platforms are like Amazon, eBay, Opensky, Etsy or Instagram. A multichannel sales strategy is a great backup plan in case your primary sales channel doesn’t work well. This is considered to be the most effective way because this will not only help you to stretch your business reach but also help you in fetching more potential consumer for your site and generate leads.

#9 Run Cart Abandonment Offers

Ecommerce retailers may calculate and track their cart abandonment rate to better understand the reasons for revenue increases and decreases. However, the shopping cart abandonment has nothing to do with the visibility of the website or the deals featured in adverts. But this kind of ecommerce marketing strategy help in determining the percentage of purchase intent displayed by site visitors who do not purchase despite having things in their cart. This is a serious problems and need to necessitate a comprehensive examination of why users are leaving the website despite plainly loving the offerings.

There are number or reasons like as:

• Website had errors/crashes
• Long and Confusing Checkout Processes
• Customers are required to create an Account before purchase.
• Concerns about payment security
• Return Policy Wasn’t Satisfactory

#10 Cross-sell Products

Cross-selling is amazing ecommerce marketing ideas used by stores to increase order values by promoting complementary products. It works by recommending complementary products to clients who are close to making a purchase. Today consumers are becoming gradually accustomed to purchasing things from a variety of online platforms, such as online marketplaces and social media which is growing rapidly. Cross selling helps in Building Loyalty. It also, Increases Earnings and helps in understanding customers requirement.

#11 Offer multiple payment options (Easy EMI installments)

Offering multiple payment option is another most effective way to fetch customers. This will help your customers to get assurance regarding the safety and security of their payment which they do for their purchases from your website, it will enhance your brand perception too.

#12 Contest and Giveaways

Contests and Giveaways no doubt are great option by which you can capture a wide range of your audience’s attention. This is considered as most interactive ecommerce sales promotional ideas which make your audience engaged and with this form of marketing you get an opportunity to show off your products to a wider group of people.

It is also believed that the Contests that are well-designed immediately answer the fundamental question about “What’s there in it for me?” Through this approach you may encourage your readers to help and develop original content that will help you build your business and provide value to your visitors–by awarding cash, items, free services, and even notoriety.

#13 Live Chat Assistant

Live chat support service is a great way to engage with your customers in order to earn their trust and build your brand’s credibility. Through this ecommerce promotion strategy you can save the time of customers by pointing them in the right direction when they visit the site for the first time. You can also serve multiple customers at the same time.

#14 Offer/Create Personalized Recommendations

Personalized recommendations on email definitely strike a user and business to generate massive revenue for your e-commerce store. Based on your visitor’s browsing history, actions, location, device, add to cart options, likes or favourites, this is believed to be one of the most powerful and prevalent way of product recommendations.

We hope now you might get good idea about promotions…..Now let’s talk about marketing platforms or types of online ads where you can promote above promotions to right audience.

How to Promote Promotions via Online Ads?

Confused? Don’t worry, we are here to help !

Offline businesses who owns any fashion store, toys store, mobile store or any other store still provides various promotions including discounts, BOGO offer and other benefits. They promote their promotions via different advertisements including local newspapers, local tv channels, radio, pamphlets, huge hoardings and other sources. But, here we are talking about Ecommerce website which has a large number of audience and above methods may or may not work.

By simply displaying discount coupons and freebies on your ecommerce website won’t make the cut, you will have to make potential buyers aware of such coupons and freebies. And the best way to do so is online ads. Powerful online ads not only make your offers and freebies known to your audience but also build brand awareness for your ecommerce website.

Here are some popular ways of running online ads to increase ecommerce sales:

#1 Google Ads

Google Ads are perhaps the most powerful online ads platform that allow ecommerce businesses to connect with a large audience. You have a wide range of options to run Google Ads campaigns.

Here are the main types of Google Ads:

Via Search Campaign

Google search campaign allows you to place your ads in the search engine result page. Through search advertising, you can bid to place an ad in the search results and fix the maximum amount you want to pay when someone clicks your ad. To get quality leads, make sure your ad reaches only the people who are likely to buy your products.

Ad Copy

search-ad-copyJust create a compelling ad copy and add the promotion details such as discounts, coupons, deals, offers etc. in ad title & description. This will help you reach a niche audience as compared to any other advertising method.

Search Campaign Extensions

Google Ads also provides one more feature called as extensions. Ecommerce store can promote their promotions via callout extensions which allow you to expand ads by 25 characters. So, one can set up callout extension with promotional offers.

Recently Google launched one more extension named Promotions extension where Ecommerce business can add their promotion details easily along with % discount, monetary discount and coupon code details. This extension works like a charm in search ads.

promotions-extension

Via Shopping Ads

You might be aware of Shopping ads because every online Ecommerce store runs this ad as it gives the highest ROI and very cheap. If you don’t know about these ads then you are missing a huge revenue source for your business. Don’t worry, we will explain about shopping ads here.

Shopping ads, also referred to product listing ads, feature specific products you sell in the search engine result page. To create a shopping ad and enable promotions feature to show your discount and coupon code to your targeted audience, you need to set up an account in Google Merchant Center and later you need to apply to Google team to enable the promotions feature for your store.

After enabling the Promotions feature for your Google merchant store, you can easily set up Promotions for all your products. Once you complete the set up, than users will able to view the coupon code/promo code details just below your product shopping ad which boosts chances of more sales.

merchant-center-shopping-promotion

Such ads stand ahead of the curve and help you grab attention, have a broad reach, get quality leads and gain high conversion and good CTR.

Via Display Campaign

gearbest-discount-banners

Display advertising, also known as banner advertising, conveys a commercial message visually, utilizing logo, text, images, animations, videos and other graphics. You can harness the benefits of users’ behavioral targeting and geotargeting to get the maximum advantage from display advertising.

Remarketing Ads

Dynamic remarketing ads are one of the finest features for any online ads platform. It allows Ecommerce business to display ads to those customers who visited your website earlier but didn’t purchase anything from it. For retargeting ads we can build several custom audiences to achieve maximum return.

dynamic-remarketing-adHere are few Audiences examples you can create in your online ads platform.

Audience 1 – Visited cart page but didn’t make any purchase (Average chances for sales)

Audience 2 – Visited Checkout page but didn’t make any purchase (Higher chances for sales/leads)

Audience 3 – Remained website for 45+ Seconds and didn’t make any purchase (Evaluate the average sale time and create audience accordingly)

Audience 4 – Visited particular product category page but didn’t make any purchase (High chance of product category sale)

We can build such custom audience on Google Ads, Bing Ads and even on Facebook Ads.

You can also promote your festival offers and deals through eye-catchy banner ads. Visually appealing banner ads create brand awareness among your targeted audience, give your products and offers great visibility and help you get a wide reach in an impactful way.

Note – Even if you don’t have main stream E commerce business and selling digital products then don’t worry, you can still run dynamic display ads for your business via Google AdWords using custom feed options.

#2 Facebook/Instagram Ads

Facebook and Instagram ads are a great tool to promote your ecommerce business, especially when you are targeting your products to the young generation. These are highly popular platforms to garner sales for ecommerce businesses. Report says, in 2021 Facebook advertising revenue has been amounted to 33.67 billion U.S. dollars. To stand ahead in this competitive arena, leverage all the lucrative benefits that Facebook offers.

facebook-offer-ad

Set up promo and offer ads on Facebook for your targeted and retargeted audience. Add discount or coupon code information in basic Facebook ads. Set up Instagram placement directly from Facebook ads. Post high-quality pictures on these social platforms, especially on Instagram, an image-heavy social network platform.

#3 Email Marketing

email-discount-offers

No matter what people say, email marketing campaigns (if run smartly) can increase your sales at a fraction of your marketing budget. Following are some email marketing ideas to grow your sales:

  • Send email to those users who added product in cart and didn’t purchase at least for 2 days
  • Send email to all existing customers/new customers
  • Send email prior to days/events/holidays, such as Black Friday, Cyber Monday, Christmas etc.

The golden rule of email marketing is every marketing mail should offer some value to your audience. If you follow it, you will certainly taste the success.

Quick Take Aways & Conclusion

If you are an e commerce business owner or planning to be one in near future, it’s quite natural for you to find out proven tactics that will help you get a flood of sales. Hopefully, after reading this post, now you have the idea of ways to achieve that. Whether you opt for Google ads or decide to implement Facebook or Instagram ads or take advantage of email marketing – the options are many. No matter which option you choose, if you are not aware of your buyer persona, then all your efforts will go in vain.

In any case, as now that you know what should be done, get started and go through the tips above mentioned, working for your store.

So, which promotional tactic has worked for you when it comes to promoting your products and offers and boosting sales? Do share your experience here in the comment section. I’d love to know.

To make things more easy “Hire Us” [WINKED]

Complete eCommerce Digital Marketing Strategy – The Definitive eCommerce Marketing Guide (2021)

Do you own an eCommerce store?

Have you already set up an awesome eCommerce website for your business which is working perfectly fine?

Are you planning to launch your eCommerce website but not sure about the digital marketing strategy?

If the answer is yes, then what next?

If you really think that your work is now complete, then think twice!

eCommerce is highly competitive industry and to stand ahead of the competitor, you need a comprehensive and all-inclusive eCommerce digital marketing strategy that nobody can compete with. A proper eCommerce marketing strategy is something that can bring visibility to your e-business among your potential customers in order to make a sale, get high ranking across leading search engines and establish brand value. And such a strategy is quite different than that of brick and mortar stores.

So, which sections should you actually focus on when it comes to marketing your eCommerce store? Actually, the options are many. From content marketing to link building, SEO, paid advertisement to sponsored marketing – everything you can implement using proper marketing strategies. To help you out in this, we have accumulated a useful eCommerce marketing checklist that covers all.

In this comprehensive eCommerce marketing strategy, I will cover:

  • Technical eCommerce SEO / Landing page experiences and user experience
  • Content marketing for eCommerce store
  • Natural link acquisition / Link building strategy
  • PPC advertisement (Google ads, Facebook / Instagram Ads, AdRoll, Amazon Ads etc)
  • Social commerce and
  • Lot more

So, If you want your eCommerce store to start generating business from the very first day, your will definitely love this guide. Without further ado, let’s start the discussion with technical eCommerce SEO checklist.

Technical SEO Checklist for eCommerce Website

Technical SEO is the crucial part and a foundation for any eCommerce marketing strategy and if done rightly, it can ease your job in driving organic traffic in early stage of the business.

# Buying Domain / Choose the Right Name for the eCommerce Store

Buying perfect domain name for any eCommerce business is very important. Remember you are not just choosing the domain name but also choosing the company / brand name. Your eCommerce domain name will be your identity online. Here are few important tips to buy the right domain name:

  • Make domain name short and easy to remember
  • Use right set of keywords in Domain name (Not necessary but preferred)
  • Avoid numbers and hyphens in domain name
  • Make domain name meaningful and memorable
  • Use appropriate domain name extension (.co, .com, .org, .co.in, .net, .biz) – Very important
  • Research about various eCommerce portal domain names and check for the legal / copyright violation
  • Use trusted platform to buy domain name
  • Buy domain name for long period (To save cost)
  • If you are planning to launch your store in multiple countries, make sure you book country specific domain extensions as well.

Remember, having right domain name is very much important for eCommerce SEO so, make sure you have some good and easy to remember terms in your name. Finding right domain is all about good research so, make sure you choose best domain.

domain registration site name

Once you finalize your domain name then choose trusted platform to buy domain. There are many domain registrar available online where one can register the name. Some of the most trusted domain registration sites are as below

  • Godaddy
  • Name
  • Namecheap
  • Google Domains etc

# Buying an Expired Domain Name

Buying recently expired domain to launch your new website can give you multiple benefits only when it has a clear history. Here are few things to check before you buy an expired domain:

  • Avoid domain names with previous google penalty
  • SEO metrics
  • The type of content that was hosted on that domain
  • Backlinks quality etc.
  • Domain name includes your preferred word / key phrases
  • Domain name matches your expectations in terms of branding

If you are having expertise to do the complete expired domain analysis, you can opt for buying an expired domain for your new website. Else just go for a new and fresh domain name. If you already having store and looking to rebrand with new domain, you can do complete redirection to divert all previous traffic to this new one. Here is one more example of buying authority website to gain the benefits of existing traffic.

neil patel's tweet

# Choose the Right Hosting Platform

This is the first component of your eComemrce website that you choose carefully. And do not opt for cheap ones. Moreover, here are a few things that you must consider before buying a web hosting provider for your eCommerce store:

Tips to Choose the right Web Hosting Company

  • Choose the cloud server if your plan is to expand the traffic in near future
  • Choose the eCommerce friendly web hosting provider
  • 24×7 Customer Support
  • Read detailed review on trusted blogs
  • Check Uptime reliability
  • Site speed
  • Check security features
  • Compare plan with other Hosting platform

A proper research is needed before choosing the right hosting for your eCommerce website as downtime may cost you business loss. Spend some time in web hosting forums until you find a few options worth trying.

For example, Amazon AWS and Google cloud are giving great offers for the startup to launch your first eCommerce application with very good online support:

Amazon AWS for eCommerce

Infact, they are offering great support for eCommerce website migration and giving free credits to test the platforms. Just have a look and see how you can utilize this facility to improve the performance of your eCommerce website.

# Install an SSL Certificate [Must + HIGH PRIORITY]

Gone are the days when people used to be unaware of online fraudulent activities and the importance of personal data security. Now they do not trust an eCommerce business site if it is not encrypted with SSL certificate. They expect all the details such as bank detail, credit or debit card number etc. given on the internet to be secure. And an SSL certificate gives that security. And when visitors can trust your website, you get loyal customers. Importance of SSL certificate for an eCommerce website is impossible to ignore because it helps you provide information security and build trust among your customers.

eCommerce-ssl-certificate

Single domain SSL will be sufficient but we recommend you to install EV (extended validation) SSL certificate as it will not only secure your domain but also will showcase the name of your business in browser (Green Bar). There are many trusted SSL certificate providers so, review plan and get SSL certificate for your eCommerce store accordingly.

# Website should be Malware Free

Detecting constant malware in a particular website by Google can result in blocking that website, possibly freezing traffic until the issue gets resolved.

google penalty

Thus to avoid such unpleasant scenarios, always protect your site from malware. Here are a few ways to do that:

  • Choose the secure eCommerce platform and hire experienced developers
  • Keep updating your site plugins and themes
  • Choose trusted website security scanning software to scan your site and check for any existing malware and other harmful code that doesn’t belong to your site
  • Opt for Web Application Firewall to strengthen your website’s security
  • Create a strong password for your site back-end
  • Frequently scan and do security check of your website using Sucuri Sitecheck

myntra-security-check-malware-scanner

# Remove 4XX/5XX Pages

4xx and 5xx pages indicate a page is missing and a page with server code error respectively. Make sure that your site is not linked to any such page. If found, remove or replace the page. If you opt for a suitable replacement, don’t forget to set up a redirect from the 4xx page to the replacement.

How to check 4XX/5XX pages on eCommerce website

  • Once your website is ready, submit it to Google search console and keep checking all broken pages and errors provided by them.
  • Use Broken Link Checker plugin to check pages
  • Use Screaming Frog tool to filter all broken pages

Once you have a list of all broken pages of the site, make sure you redirect those pages to working relevant pages. If any visitor lands on 404 page page then he/she won’t visit other page on the site but rather quit the website and this way you can loose your potential customer as well.

You can always create custom and user friendly 404 page to guide users to find the page / category they are looking for.

# Internal Linking Structure

According to Moz, the internal linking structure in a website is useful for 3 major reasons:

  • It allows users to navigate a website
  • It helps in creating information hierarchy for the given website
  • It spreads link equity (ranking power) around a website

Moz explains the optimal internal linking structure of a website using the below image:

internal linking structure

If you keep your website navigation user-friendly and follow this linking structure, it will increase the ranking potential of your web pages and pass link juice accordingly.

# Accurate Canonical Tag

To eliminate low-quality content from search engine results, Google algorithm penalizes websites that has duplicate content. Adding a canonical tag to a website can be a rescuer in such a situation.

canonical-tag

For example, if your eCommerce website is abc.com and there are two URLs for different variations of a same product:

  • abc.com/product1/red
  • abc.com/product1/green
  • Or the same product is listed under different URL in multiple categories

Then you should add canonical tags to such pages to avoid any issue related to content duplication.

# Check No Index Tag

Being an eCommerce site owner you’re aware that there are some pages in your site for serving specific purposes but not responsible for increasing ranking or getting traffic for your site. But these pages are important for your site. You can add no index tag to such pages to prevent crawling these pages by search engine crawlers. Here are some pages that should include no-index tag:

  • Thank you page
  • Cart page
  • Admin page etc.

Note – On 1st July 2019, Google Announced that use of “NoIndex” in Robots.txt is no longer supported by Google so, make sure you add noindex tag within the particular page only.

# Robots.txt

By adding a robots.txt file to your eCommerce website, you can tell search engines cralwer which pages they should crawl and not crawl. There should be at least two URLs that an eCommerce site should include in its robots.txt file – cart URL and Search URL.

For example, here is a partial view of Flipkart’s robots.txt file. Flipkart has mentioned cart page, review page and store page in its robot.txt.

flipkart's robots.txt

If you are not sure about the syntax, better you ask your developers to create the Robots.txt file as per your requirement.

# Prepare XML Sitemap

A sitemap indicates the location of every page in a website. Other than showing the hierarchy of a website it also helps Search console to understand the structure of the site and search engines crawling the site. According to the search console, sitemaps are useful for –

  • Large websites
  • Websites having lots of content that are not well-linked
  • New websites
  • Websites with rich media content

Thus you can understand how important adding and submitting a sitemap is important for your eCommerce website. For small sites sitemap could be small but eCommerce has millions of pages and hundreds of new pages added each day so, for that make sure you create dynamic sitemap.

# Follow Google Webmaster Guidelines

While doing SEO activities of an eCommerce store make sure you follow all the Google Guidelines. Otherwise, your site would be penalized and eventually your business will face a great loss. Make sure your webmaster don’t do any black hat SEO practice else your site and business will be in big trouble.

# Review Outbound Links

Outbound links has big importance in an eCommerce sites as it’s not a blog structure site and mainly dependent on internal linking structure. Outbound links are the one links which pointing out to other sites from your site. It means you are giving the back-link to other site. For an eCommerce site make sure you don’t give add much outbound links until and unless it’s relevant. Make sure you try to add social media links only which is also considered as outbound links.

# Set Structured Data

Using structured data for your eCommerce business website can enhance your products in search results with rich snippets and provide a real SEO boost. And when your site has a rich snippet, your brand stands out in the search results and the CTR gets increased. You can check how your site is performing after the inclusion of structured data in the Google structured data testing tool:

google structured data testing tool

Structured data is very much important for any E commerce site because when you plan to create shopping feed to run product listing ads on Google then Google will recognize the feed structure from structured data only.

# Responsive Site (Mobile Friendly)

This is one of the most important point as Google has announced mobile first indexing in which they will only use the mobile version of your website for indexing and ranking the page. Here you need to make sure that the important content of the page must be visible on mobile version of your website. Apart from just indexing, mobile friendly website can also help you in acquiring more business as well. According to a recent report by Smart Insights, mobile users consume more than 2x minutes as compared to desktop users.

report by SmartInsights

Thus make sure your eCommerce website has a responsive design so that it can be easily accessible on desktop, mobile, tablet and other smart devices. A responsive design attracts a broad group of audience, drives traffic and boost sales.

# Website Speed Performance

According to a news published in January 2018, a new ranking algorithm, designed by Google, is aimed to specifically downgrade the search rankings of really slow mobile pages. Google claimed that page speed will be a ranking factor for mobile searches.” John Mueller, the Webmaster Trend Analyst at Google said that: “the faster you can make your pages the more we can take that into account and it can help improve your rankings a little bit”. Make sure you keep checking the website speed test on regular bases and improve it.

pagespeed-insights-google

Best Website Page Speed test Tools

# Schema Markup

By adding Schema Markup Code on your website you can help search engines return more informative results for users through rich snippets. Eventually, your site gets a prominent visibility in SERP and great CTR.

This is one such example of search result :

schema-markup-example

As the discussion on SEO checklist is over, let’s have a look at the content checklist that you should keep in mind while doing eCommerce marketing for your e-business online.

eCommerce Content Marketing Checklist

# Proper Keyword Research

Perform proper keyword analysis for your home page, category pages and product pages. Opt for long tail keywords that have high search volumes instead of generic terms. According to Moz, 70% of the search demand curve has been occupied by long tail keywords.

the search demand curve by Moz

Only the right keywords can help you move forward with the content marketing for your eCommerce site. Thus you cannot just ignore this stepping stone.

Tips for better Keyword Research

  • Use right keyword research tool – “Keyword Planner”
  • Check competitor’s keywords
  • Check LSI keywords on Google
  • Don’t avoid Google Suggestions
  • Pick keywords from FAQ section

# Prepare Meta Tags

Once you are sorted with the keywords, prepare meta tags for all the important pages of the eCommerce site. Add targeted keywords to the meta titles and meta descriptions. Make sure both the title and description stay in the desired character limit. If you have thousands of product pages, set dynamic meta tags for all those pages with targeted keywords. Make sure you choose right keywords in Dynamic meta tags thus it don’t extend the length.

# Prepare Content for Pages

Add content to your home page, category pages, and all the product pages. Place your targeted keywords in all the pages’ content strategically. Do not stuff keywords unnecessarily in the content. Also, avoid making content duplication. Especially each product page of your site should have unique, informative and catchy content in short and simple format. Just have a look how Myntra has displayed this short and informative content for one of its product, i.e. a carpet.

product description on Myntra

# H1 (Heading) Tags

Add necessary heading tags on required pages like product pages, category pages, about us page, privacy policy page and other important pages. Here Flipkart has added a title in H1 tag for one of its products, i.e. Ariel Matic Liquid Detergent

flipkart product listing

# Allow User Reviews

A staple for any eCommerce website is user reviews for its every product. 85% of customers trust online reviews as much as personal recommendations and you can increase your eCommerce conversion rate around 14-76% by adding reviews. Let your customers add reviews to your site by providing them an option to add it. Also, you can send emails a few days after you know your customers have received products asking if they need any service, and, if not, would they please leave a review.

customer-ratings-review

# Add Q&A Section

Adding a Q&A section or an FAQ page to your eCommerce website can serve several functions, ranging from –

  • Alleviation of buying anxiety that your product page copy doesn’t directly address
  • Less burden on customer support by publicly giving answers to some common questions, either added by yourself or asked by your customers
  • Improvement in site navigation
  • Trust establishment
  • Customer satisfaction

For example, here is the preview of the Q&A section of one of the products offered in Amazon.in:

Q&A section of Amazon product

# Related Items Comparison (To Increase Pages/Session)

At the end of the product page add related items comparison table and compare with other items to improve customers engagement and boost sales.

For example, if you search for teacups in Amazon.in and land on a particular teacup page, you can see related item section there as below:

example of teacups on Amazon

Moreover, Amazon includes another section almost like the earlier section, titled as “Customers who viewed this item also viewed”.

example of different teacups on amazon

Both these sections help customers compare products and they may buy more than they thought of before visiting an eCommerce site.

# Visual Content (Images should be High Quality)

The most crucial element of an eCommerce product page design is your feature image. It should be of high-resolution and perfectly centered. Furthermore, you should have at least 5-6 images of that same price from different angles in the product gallery. Such images can perfectly describe what your product is and how that can serve your customers’ purposes.

Take a look at the images of men’s running shoes in Flipkart below. They are clear and large, shot from different angles of the same shoes.

men's running show on Flipkart

# Video Content

Adding a product demo video to your product page not only gives your customers that additional personal touch they require but also serves as a great traffic booster when you post the same video on various video sharing websites, like YouTube.

product-video-eCommerce

# Add Blog Section (Must for eCommerce Content Marketing)

Maintain a separate blog page on your website. Add high-quality and reader-friendly blog posts frequently. Make sure those posts are related to your business and can help your customers in some way. For example, if you own an eCommerce jewelry store, write posts on how to select the perfect ring for a wedding, how to finance the cost for the desired jewelry etc. Use targeted keywords in your blogs as well.

Now, let’s have a look at another important aspect of eCommerce marketing – link building. Below are some proven strategies to implement link building best practices and get great ROI.

eCommerce Link Building Checklist

# Guest Editorials

By posting guest posts on the guest blogging websites, relevant to your niche, you can reach a wide audience, create an impactful relationship with others in your industry, place yourself as an expert in your field and get quality backlinks for your site that helps Google to decide your site’s search engine ranking. Share something worthwhile. Use visual aids and add actionable information in your post.

# Existing Content

Keep an eye on what your competitors are publishing. Research properly to check if there is any site that publishes product reviews related to your site. Then contact those sites and find out whether they like your product. If they do, then approach them to link back to your website. This is one of the effective ways to earn backlinks to product specific pages on targeted keywords.

# Find Broken Links & Build Quality Backlinks

Finding broken links in popular posts, related to your niche and published online, and replacing those content with your content and your link is an effective way to build links. For example, One of Brian dean’s students, named Richard, was rewarded with a handful of high-quality backlinks for his post by implementing broken link building technique.

How to find Broken links on other sites

  • Install Screaming Frog tool to your computer
  • Download Sitemap.xml file of the site
  • Now add all pages to crawl in Screaming Frog tool
  • Export all Outlinks from Screaming Frog tool
  • Now filter all links in Excel file
  • Check page status again in Screaming frog tool
  • Filter 404 links and find original source
  • Now mail to site owner to replace link with yours

Well the process is bit lengthy to find accurate broken link but it’s worth. Once you get to know about the process then you will easily scrap all broken links within minutes.

# Host Contests

Giving away your products as prizes is a great way to engage customers and earn backlinks. Conduct contests and mention those on your blog with a good amount of joining time. Notify those sites that list such kinds of contests and earn backlinks from them.

Here’s an example of a contest, conducted by ToolsToday, where the prizes have given away

tools today giveaway contest

# Business Profile Links

Create your company profile across leading business profile listing sites and get great visibility. ‘This is an effective way to earn quality backlinks for your eCommerce business. Some of the business profile sites are Crunchbase, Angel.co, About.me and many more. Don’ forget to create profiles on social media sites as well including Facebook Page, LinkedIn Page, Pinterest, Twitter and Instagram.

# Image Credit

Many a time it has been noticed that there are multiple sites post content or product reviews in their own sites and use images from the eCommerce sites that are actually offering those products. But often they do not mention the source credit. Browse online and search for such places where your products’ images have been used but there are no mentions of your site as a hyperlink. Contact those sites and ask them to give image credit by linking back to your site.

# Conduct Survey & Publish Report

Sharing original research data is a reliable way to earn links. So long as you will research a topic that your niche audience care about, and you deliver information that they have not been aware of yet, you will stand a good chance of getting links and acknowledgement from other sources in your industry. Conduct surveys to capitalize on this option.

In the fourteenth point under the SEO checklist section in this post, we have mentioned a report by SmartInsights to show proven data that supported our statement there. Similarly if you conduct surveys and publish reports, other sites may use your reports, use in their blogs by mentioning “according to report” and link back to your site.

# HARO (HELP A REPORTER OUT)

Haro or Help a Reporter Out allows bloggers or publishers to ask a question regarding their next blog and other members can give answers with backlink as a resource. HARO has many quality platforms. Just sign up, read your daily emails and keep giving useful and share-worthy answers with your credentials.

HARO

If you consistently share helpful tips, there’s a possibility to be hooked up by anybody with a link.

For example, Brian Dean received a link from Entrepreneur.com by replying to a HARO request:

backlink of backlinko

# Promotions / Coupon Codes

There are multiple websites where you can list your upcoming discounts, offers, promo codes etc. and get backlinks. Just have a look at how Amazon has listed its ongoing offers in oneindia site.

oneindia site

# Participate in Interviews

Participating in an online interviews or sharing expert interviews across your site and social platforms can help you receive backlinks easily. Search sites that run interviews related to your business expertise. Contact them and express your wish to participate in such interviews and what knowledge you would like to share. Also, you can find people worth interviewing in your niche, invite them for an interview, create an initial buzz across social media and generate links.

# Video Sites

If you have product videos attached to product landing pages then you should upload those on video sharing platforms. For example, Allocacoc has shared its product video on YouTube and mentioned its site link in the description box.

# Review Posts

According to an advertising survey by Nielsen, 92 percent of people trust recommendations from other people over brand advertisements. The consumers trust the influencers they follow on social media. In fact, a study by Annalect and Twitter found that users have as much trust in influencers as they do in their friends. Thus try to reach out to renowned influencers, such as bloggers, vloggers, and product reviewers who can review your products and share across their own platforms. This works believe me 🙂

influencer-backlink

# Competitor Research

A proper competitor research helps you review websites relevant to your industry, assess your competitors’ websites performance, find out a number of backlinks and check online authority. You’ll understand what helps others in your field rank well and how to emulate a competitor’s strategy to earn backlinks too.

If you have implemented all the above-mentioned strategies and now want to spruce up your eCommerce PPC management, here are some useful eCommerce paid marketing tips that can meet your needs perfectly.

eCommerce Paid Marketing Checklist (PPC Ads)

# Choose Paid Marketing Platform

When it comes to sponsored advertising for an eCommerce business, there are plenty of platforms that you can choose from. Be it Google Ads, Facebook ad, Pinterest ad or Bing Ad, you can try anything that suits your requirement. Also, Amazon advertising is quite popular too. According to eMarketer, here are US net ad revenues at Amazon during the period of 2016 to 2020.

report by eMarketer

Each and every PPC platform has it’s own advantage, benefits, competition, targeted audience and set up process. On Google Ads, Bing Ads, Pinterest Ads, Facebook Ads and Instagram ads you can advertise products from your online eCommerce store and all platforms are based on Pay-Per-Click model.

On Amazon Ads & eBay ads you can’t advertise products from your online store but can only advertise those products which are on your Amazon and eBay store. Amazon Ads is based on Pay-Per-Click model where as eBay Ads has Cost per Sale model.

If you are still confused about which platform to choose then don’t worry you can contact OLBUZ PPC team on [email protected] any time.

# Set Up Proper eCommerce Tracking in Analytics

To track the revenue being generated via the paid campaign you are running, you must set up Google Analytics code. There is an eCommerce tracking feature also available in Google Analytics account that you can take advantage of. Using eCommerce tracking feature eCommerce business owners easily see the product performance data directly in Analytics. Also, you can set up a goal in Analytics to measure your visitors’ particular actions on your site. It will help you track micro conversions as well.

eCommerce-real-time-tracking

Further, if you don’t want to leak any conversion then make sure you set up click event tracking on website as well. Yes, few eCommerce site takes order via calls only so, in that case track data of how many customers clicked on phone number from website itself.

# Set Up Conversion & Remarketing Codes

Once you set up account in PPC Platform them create conversion code from platform itself. Well, each platform has their own code name so, please follow below details.

Now generate conversion code on each platform and add conversion code on the successful checkout page of your eCommerce site to track when a customer completes an action, such as buying something, signing up for a newsletter, adding a product in cart etc. via your website or app. Moreover, by adding a remarketing global site tag, UET tag and Pixel Code, you can show your products ads to the people who have already visited your website. This can trigger more sales for your business. As mentioned earlier you can set conversion code on click event as well.

Adding conversion code on eCommerce site is very much important, because without it you won’t be able to track right orders and revenue.

# Keep Your Shopping Feed Up To Date

To run product listing ads on paid platforms you must create product shopping feed with all required data including product id, product name, product description, product image, product price, MPIN, GTIN and other important attribute.

To make your products attractive enough to the people so that they tend to buy those from your store, it is important to keep your shopping feed up to date with fresh, accurate and comprehensive data. If you really want to help your customers have a smooth shopping experience every time, make sure your users see the same information about the products in shopping ads that they will see on your website. Check out the shopping feed update by Google Merchant Center to keep your data feed up to date. Watch the below video to know how to upload your data feed in your shopping ads.

# Prepare Shopping Campaign

Creating a shopping campaign is a must if you want to start investing in paid eCommerce marketing. To do this, first, understand the product feed and category very carefully and structure your shopping campaigns accordingly. It should be prepared based on your product categories, prices, custom labels, quantity and gender-specific. Once these sections are specified, allocate budget to each and every campaign according to bidding methods and location targeting. Here is a comprehensive video where within just 5 minutes you can have a profound knowledge about creating shopping campaigns.

Remember, The process of creating a shopping campaign in both Google and Bing is quite similar. But if you want to create your campaign on Facebook, the ads should be based on audience and interests.

Here is one such example of product listing ad on Google.

google-shopping-ad-example

# Optimize The Shopping Campaign

Here are a few ways to optimize your shopping campaign and ads:

  • Depending on the items you are selling, break your campaigns in categories based on product type, brand name, profit margin, performance etc. You can also run A/B testing and figure out the best possible way to generate maximum revenue.
  • Add negative keywords often after analyzing the search terms
  • Place extensions such as product prices, site link, location extension etc. to improve your ad presence and increase search impression share.
  • Schedule your ads based on your target location and audience
  • Adjust your bids. (Location + Device bids)
  • Segment the data and remove Search partners if it has high spend
  • Start smart shopping campaign (Highly recommend)

Optimizing shopping campaigns correctly can give you great ROI over the period of time.

# Brand Search Campaign

brand-search-ad-example

To check if any of your competitor’s ad is visible online on the same keywords that you are also targeting, test Google search result by entering your brand name on a daily basis. Invest in a brand search campaign to get the most bang for your spent buck. The price of your branded keywords bid may fall due to their high quality score and CTR. And thus you can get super cheap bids on those keywords. And moreover, when you bid on your own brand name, you can surely keep your competitors out of the picture.

# Remarketing Ads

We have already mentioned the benefits of adding remarketing code (Global Site Tag) to your site in an earlier point. You can create dynamic product ads or custom image ads to cater to your visitors who didn’t initially convert on your website. Especially product image ads are highly useful because they display the latest items the visitors viewed, aiding you to keep your products and brand top of mind.

We recently searched for a few products on Amazon but did not buy. Since then we have been seeing Amazon’s remarketing ads whenever we visit any other place in Google.

Just have a look when we were reading an article on Google, how those remarketing ads were visible there –

dynamic-remarketing-ad

You can create dynamic remarketing ads for audience like

  • All Visitors
  • Added product in cart but not purchased
  • Initiate Checkout but not purchase
  • Visit particular product category but not purchased
  • Viewed product but not added to cart
  • Many such combinations

Conclusion

Hope you find this checklist useful. Following these guidelines, your eCommerce sales will surely explode. You can implement all the strategies or just pick a few that suit best for your business. Is there any other strategy you want to add? Feel free to tell us about it and share your success story. We’d love to know.

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.

10 Mistakes to Avoid While Managing Google Ads Account

You allotted a decent budget to promote your business through Google ads and not getting desired sales. Are you not happy with the Google adwords performance? Does your paid marketing campaigns are not giving desired sales? Are you planning to stop using Adwords?

Wait! Before you stop using Google ads, checkout this article. It may happen that your team committing few common mistakes in managing Google adwords account. Here it is very important for you to learn about possible reason behind this poor performance? Therefore to avoid the common Adwords mistakes, it is necessary to take care of the following blunders and to avoid them in the future:

#1 Not doing proper research:

Doing a proper research is the key before you start any paid marketing campaign. The most important and the basic first step for Adwords advertiser is to understand the market. Research can be done by reading tips on industry blogs like Search Engine Land, Google Ads official blog or by talking to others who have advertised on Google Ads. If possible read Google AdWords blog daily and keep your self updated with latest AdWords update & features. It will give you better idea to experiment new things in various client accounts.

Here fundamental understanding of your market and the Google adwords features is highly recommended. It will give you better understanding of your target audiences and the type of ads you should run. So, start doing your research and understand the tool before you start promoting your business via Google adwords.

Pro Tip:

If you are an eCommerce business and looking to generate sales, you need to study Google shopping ads. They not only giving best conversion rate but also can reduce your ads spend as compare to search ads. Here is an example of how Google shopping ads display your advertisement on Google search result.

Google shopping ads example

#2 Not using the right Keywords and Keywords Match Type:

Keywords research is the heart and soul of a Google Ads campaign, especially for the search ads. Thus it is beneficial to correctly judge your keywords before putting them into the campaign. The keywords should be such that they bring conversions and not just clicks. It is important to ensure that you understand your campaign type whether product or content to manage the set of keywords.

keyword-match-types

Break your keywords into small sets and use the right keyword match types combination (broad match, phrase match, or exact match) to optimize your campaign. But of course, this strategy would depend on what you want, traffic, impressions or conversion.

Don’t forget to add negative keywords list which includes terms you “do not” want to respond to, so as to save a lot of costs. In Google AdWords Negative keywords are most important factor as it saves lots of cost and will not show your ad on particular keywords. Here is one such example of the importance of negative keywords.

bad-ppc-agency

In every AdWords campaign there is common set of negative keywords which needs to include while creating any new campaign. You also need to identify that which negative keywords will come at AdGroup and Campaign level.

#3 Ad Copy – Not using multiple ad copies:

If you are creating one or two search or display ad copies, it is wrong practice. Testing advertisement copy is very crucial part while running a paid ads. It is the most compelling reason people click your advertisement and and hence, better ad copy can improve CTR. An ideal ad copy consists of a headline, your keywords and a persuasive call to action. It is wise to test your copy by trying two or three variants to find out what works best. You need to find out what actually will get you conversions thus it is wise idea to test different variations of everything.

You should finally choose a copy that gets you the highest click-through and conversion rate, or the lowest cost per acquisition. It is thus extremely sensible to trust numbers before making a final choice of copy. Here, you also need to understand the importance of AdWords Ad Extensions. Sitelink, Call out, Structured snippet, ratings and location extensions are the most common extensions that every AdWords users use in their campaigns. This extensions often increases CTR, Conversions, Clicks and Converion Rate so use them wisely.

adwords-ad-format

In above ad copy you will find the maximum use of Ad Extensions which drives some useful information for the users hence the chances of clicks and conversions are high.

If the holiday sales are near by than you should set up your campaigns before one month with various ad copies. After setting up the campaigns within 1 or 2 weeks you will come to know that which kind of ad copies are working well for holiday campaigns and on the bases of that you can make necessary changes in it.

#4 Not knowing your customers Life Time Value:

Calculating the LTV for your customers is an integral part of your research to understand how much you can spend on Adwords per acquisition. By calculating this value you can decide how much to spend on your campaign. The Life time value should not be lower than the cost per customer for your campaign especially for an ecommerce business. If your customer stays with you longer that eventually the initial cost may be sensible. Kissmetrics blog provided detailed calculation of Life Time Value represented in Infographic on their blog.

#5 Not understanding the Adwords advance features:

Although the basic campaign set-up is easy yet they require various small setting to make it run better. It is up to you to educate yourself about the use of those features so as to get more results for the same money. Some of the helpful options are AdGroups, Ad targeting, Match types, Keyword insertion and Ad Extensions.

I strongly recommend keep reviewing new and advance features announced by Google Adwords team. They are really working hard to offer best Adwords features that can maximize your business using their tool.

#6 Not using Google Analytics with Adwords:

One of the most powerful marketing tools, Google Analytics is there for you at no extra cost. Connecting your AdWords conversion tracking to your Google Analytics can help you see all kinds of data that your campaign is generating. Google Analytics provides you the product performance report specially for ecommerce business which helps them to make AdWords strategies for particular products or product category.

Google AdWords blog also explained earlier that combining Google AdWords & Analytics can open huge opportunity for advertisers to achieve their goals.

Please note that, this is not a mandatory to use but if implemented properly, you can have a better data to understand customer’s behavior. This can directly impact your marketing strategy and can improve overall performance for sure.

#7 Not directing the Traffic to the category or highly relevant page:

The unique landing pages help the searcher connect easily with the information they seek, and this is much convenient for them rather than landing on your homepage where they have to struggle with finding what they came to your site for.

For an ecommerce site, it is a good idea to send people directly to the product page, bypassing the homepage and the category pages.

There is one added advantage of landing them on highly targeted page is to have a better Quality Score! Google adrank is defined based on your Quality score + bidding and having better QS can result in lower CPC.

#8 Not Testing the Optimal Ad Position for branding:

Positioning is important if your goal is to improve branding. It is obvious that the first few search results get more clicks and if getting clicks is your goal then do ensure you are on the top of the page but if your goal is conversion then your ad content will work for you.

One more important factor of branding in AdWords is that you shouldn’t ignore your own brand while running the campaigns. Yes, you need to run Ads on your own brand keywords. If your business is slowly achieving the goals and people come to know about your business after some time than they will directly search on Google by your business name. But, if you are not running ads on your brand keywords and some competitor grabs this opportunity than you will loose huge business.

buffer-vs-hootsuiteSo, don’t make this mistakes while running AdWords account and make sure your first campaign will be your brand campaign.

#9 Not knowing your competitors:

When you know who are you competing against and what ads are they using you are well equipped to build a strategy for yourself.  It is important to know your competitors keywords and their landing pages to modify yours.

kohls-competitor

If you want to sustain in the market and keep improving your business than you must focus on competitors. Above report is fetched from ispionage which gives detailed report of your competitor like how much they are spending, which ppc keywords they are using and many more. Even in Google AdWords you can check Auction Insights report where you will find how other advertisers participating in the same shopping auctions. It gives you valuable insights for your Google ads account.

#10 For eCommerce – Avoiding Shopping Ads is a biggest mistake:

If you are an eCommerce brand and not running a Shopping ads, you are loosing great business opportunity. Shopping ads has a great importance for an eCommerce and this case study is a great example of it.

As explained in first section, you will have a great benefits of using shopping ads:

  • Only eCommerce portal can run shopping ads (less competition)
  • Your ad will appear with product image / ratings / price and other additional information. This can give you added advantage over search ads.
  • You can use various promotions (through Google merchant center, you can run promotion that will be displayed under your product ads). Better way to increase CTR.

Apart from this, there are various benefits of using Google shopping ads which is already explained in given article.

Over to you:

Just check the given mistakes and review your Google ads account to see whether your team is making these mistakes? These are very basic points but can really save your money and can improve the performance of your adwords account.

If you still need any help, feel free to contact us here by comment or through our contact us page. I will get back to you within 24 hours.

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