+91 6353967672

Tested Promotion Ideas & Marketing Platforms to Boost Sales for ECommerce Business in 2019

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

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 2018 Facebook advertising revenue has been amounted to 13.2 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]

How to Use Micro Moments to Double Your Sales from any (Nearly) Business – eCommerce, Local or Online

Google serve over trillions of search queries every year and out of them over 15% are new search queries they never received before. Day by day the way consumers behave in the digital world is going through a huge change. Especially with more internet searches now taking place on smartphones than desktop or other devices, more shopping searches being conducted from mobile and more local search queries being conducted on the go than ever before. That is why the worldwide ad spends for mobiles have also been immensely increased.

While working with big ecommerce brands, I have seen this swift very closely, especially in last two years. Research says, “We estimate global expenditure on mobile advertising at US$107 billion in 2017, representing 52.6% of internet expenditure and 19.8% of total advertising expenditure (this total excludes a few markets where we don’t have a breakdown by medium). By 2020 we forecast mobile advertising to have grown to US$180 billion, nearly double desktop’s US$94 billion total, having overtaken desktop in 2017. Mobile will account for 65.6% of internet expenditure and 29.3% of all expenditure in 2020 – more than all the traditional media except television put together”. This reflects the amazingly rapid growth of ecommerce marketing on mobile which has brought a revolution among the advertisers and the consumers.

mobile internet growth

It has been noticed that consumers make decisions according to mobile content that serves the appropriate purpose at the appropriate moment. Content, hence, should be addressed to users intentions and accessible everywhere – throughout different device types, various platforms, and varied channels. And in this context, the importance of micro moments comes.

Are you thinking what micro moments are? Well, in this post, that is exactly what I am going to discuss today. After going through today’s post, you will come to know how ecommerce business is dependent on micro moments and in which way these moments can change the game of sponsored advertising. If you really understand these micro moments of your prospect customers, you can definitely increase the sales through your eCommerce website.

Micro Moments - The Game Changer in Online Business World

What is Micro Moments?

Google has nicely classified the Micro Moments which is an intent-rich moments, occur when people turn to a device, especially a smartphone, to act on a need – to know, do, buy, or go. This is a unique way to influence consumers or to get more customers which lot of marketers are still unaware of or don’t leverage it.

Micro MomentsLet me tell you more elaborately what these Micro Moments are:

  • “I want to know” moments – These occur when people research or explore something, but are not really in buying mode.

For example, after adopting an Abyssinian cat, a user has started wondering “what type of food should I get for this cat?” Instead of asking somebody in the family or among friends, the user intuitively picks up the phone and types “best food for abyssinian cats”.

Here the audience is still not in buying position but He may become your customer in the future. If you are looking to expand your brand reach, you can also target “I want to know” users. Here the conversion rate will be low but you can re-target such audiences during “I want to buy” moment.

  • “I want to do” moments – These occur when people require assistance in finishing a task or trying something new.

For example, a user just finished a woodwork for decorating his or her house interior. Now the user wants to stain the wood but is not aware of its actual process. Instead of taking advice from a professional, the user turns to the smartphone and type “how to apply wood stain.” If you are working on content marketing campaign to target such audiences, building such content may result in better ROI for the longer run.

This type of audience generally seeking help but sometime they may need professional services to complete the task and you may generate more business. Building DIY guides and resourceful content promoted through the proper channel can help you to reach proper audiences in specific region.

  • “I want to go” moments – These occur when people search for the local businesses or consider purchasing something or availing a service at a nearby store.

For example, if somebody from a small town in New York wants to increase some muscle mass, the person will naturally pick up the phone and type “gym near me”. This is the best moments for the businesses operating local services. Google provides tremendous opportunity for the business to target these “I want to Go” audiences through Google adwords.

  • “I want to buy” moments – These occur when people decide to buy something and probably require help in what to buy or how to buy it.

For example, on the way back to home from the office, a user feels hungry and wants to grab a bite of pizza. But incidentally all the nearest pizza places are either too noisy to place an order or have no seats available. Instinctively the user picks up the phone and types “order dominos pizza” or “order from pizza hut”.

This micro moment can be best target for an eCommerce website where you specifically run the ads for the “I want to buy” related search queries. Here the conversion rate will be higher and you can generate better ROI too. I know that Shopping ads does not provide the facility to target keywords but you can definitely control them by optimizing shopping feed and using negative keywords list.

Hope you have understood that these acts or moments help the consumers make decisions and shape preferences. In these moments, the expectations of the consumers stay at the highest pick. Thus the marketers should be aware of the micro moments to meet the ever-changing expectations of the consumers and capitalize those moments through flawless consumer interaction.

Micro Moments - The Game Changer in Online Business World 2

What Opportunities Micro Moments Bring for an E-Commerce Marketers?

Research says across numerous major industries, the volume of online searches, especially from mobile devices, is growing year after year. For example, in the home and garden industry, mobile search volume has been increased around 45% year-on-year, whereas the year-on-year growth of mobile search volumes is around 40% in electronics and apparel sector and around 30% in food and beverage industry.

This growth certainly brings a handful of opportunities for the emarketers to communicate with their target audience, build brand loyalty, make customer relationships stronger and nurture conversations. And in all these major areas, a detailed understanding of micro moments can help immensely and can be used as a marketing resource.

If you have a brand to promote, you should turn to micro moments to uplift your brand’s search marketing performance. By being there and staying useful precisely when it is required, you can utilize micro moments as the means of elevating engagement and Return on Investment (ROI).

To be successful in this process, the marketer needs to be aware of the methods to leverage the micro moments the best possible way and what those moments actually look like for their respective brands and the customers. If you make sure that you will be able to be there, give useful answers to every customer and offer a good user experience, there is nothing that can stop you to reap the benefits.

Micro Moments - The Game Changer in Online Business World 3

How to Optimize Adwords Campaign According to Micro Moments

As we already discussed four key micro moments in first part of the article. Now you need to understand that for each moment, users search for particular piece of information. Now, let’s talk about how you can optimize your Adwords campaign and map your ad to the users’ search intents in each of those micro moments.

1. Optimize Your Ad for “Want to Know” Moments

An ideal ad that maps to the query of this kind of micro moment denotes the users that they will get the information they are looking for once after clicking the ad. Such ads can comprise product comparison charts, a click to call link for more information, user-friendly information on a landing page etc. And make sure the pages, having all the information, are mobile-friendly.

comparison between

Detailed comparison data with your competitor product will do the magic here. Representation of information is the crucial part for this type of audiences.

2. Optimize Your Ad according to “Want to Go” Moments

An ideal ad to meet the query of this type of micro moment shows local result and highlights that it can be conveniently mapped out. This micro moment can give you a competitive advantage if you make your ad local in the best possible way.

Google location map

Are you thinking what are the best ways to make your ads local? Well, there are two basic strategies that you should follow:

  • Harness the benefits of location extensions. Connect your Google AdWords account with your Google Places account to active the extensions.
  • Add the location in the ad title.
  • You can also run the call only ads

This way you can tell your users that how exactly your ad is relevant to their “I want to go” micro moments.

3. Optimize Your Ad according to “Want to Buy” Moments

If you want to optimize your ad according to this specific type of micro moment, you need to provide information that matches such queries or show to the users the ways of buying directly from their own devices, especially cellphones.

You can use Adwords shopping campaign to implement local inventory ads, providing details about your business, store, and products. Here you need to user negative keyword lists to stop appearing your ads for other type of micro moments and should focus more on “Want to buy” moments.

4. Optimize Your Ad according to “Want to Do” Moments

An ad, which matches the best with the search query of this type of moment, proffers clear-cut step-by-step directions about the ways to achieve the task a user is looking for. Make sure your ad should be informative rather than mere promotional.

One of the great formats to meet such queries is video content. However, you must ensure that your ad can take a user to a properly optimized mobile-friendly landing page with particular instructions. You can also run video ads to target this type of audiences.

Believe me, this type of ad can help you attain a certain level of goodwill with the users and introduce them to your products.

Over to you

Hope this post has given you a detailed idea about micro moments and their impact on the marketing strategies. So, what are you waiting for? Take your Adwords campaign to the next level by optimizing it according to the micro moments those are relevant to your business. If you have already started using tactics to optimize it, do share your experience with us in the comment section. We’d love to know.

Have you Optimized Your Google AdWords Account with these 4 New Features?

Google adwords optimization is not just a process but it is an art! If you are not optimizing your account regularly, you will end up looking potential business and tremendous market share. Recently, Google unveiled a bunch of new AdWords features to aid you with a stellar performance in every single paid search campaigns. Today, we will quickly take you into every detail to put these highly functional features at work. Here we go!

Higher CTR with Promotion Extensions:

Since the launch of AdWords, usage of ad headlines and description has been imposed on us. Not anymore! We have seen discussion about AdWords promotion extension back in May while it was still in the nascent stage. Google has finally pronounced them to advertisers.

Promotion extensions allows advertisers to add monetary and percentage discount into their text ads. Promotion extension is a true blessing for the business offering great discount on their products. Now they can highlight the offers directly on their search ad copy. It will not only improve the CTR but also improve the overall conversion rate by driving more relevant audiences.

For instance, imagine the scenario; you are selling soaps in your locality. The soaps are natural and handmade with love in so many varieties to choose from. Instead of having a season specified ad to share your discounted sale, add a standard extension to your account like;

Promotion experience within the new AdWord Experience.

promotion-extension-adwordsThis is going to get your ad popping up on a search engine. As a result, the sale is going to reach new heights with a magnitude in price. There are a few add-on benefits to this.

It lets you keep your sale and promotions updated without having to interfere with your ad copy. The headlines and descriptions can be used to amplify ad relativity. This also means that you do not have to start from scratch to improve the site’s visibility factor. Both means that boosting your seasonal sale on the search engine doesn’t happen at the cost of compromised quality scores and Increased cost per click.

Google adwords promotion extension also helps in maintaining your headline intact. Instead of letting “hurry up!!” go in place of “buy one, get 40% off on another”, you’ve got the room for both.

Test the ad performance with Ad variants:

Talking about ad copy adjustments, Google lets you test those variants as a whole.

Anybody who manages PPC projects, loves to do A/B testing to improve the performance of client’s account. Uploading several copies of the ad in which one component is changed and rolled against to determine its effectiveness has been a pain. With Google Ad Variants, this job is going to be a cakewalk. Ad Variations are simply multiple version of ads for single product or services which are based on same set of keywords. Ad Variation is good feature to check many Ad versions to test which one is working well for targeted customers.

If you are already exploiting the power of the new AdWords Experience, you already know your way to the new Ad variation Tab. If you don’t know then follow below process.

  • Sign in to AdWords Account
  • Select Drafts & Experiments from left menu bar
  • Go to Ad Variations tab

adwords-ad-variationsWithin the same interface, you can:

  • Find and replace certain words in your Ads.
  • Update the whole text components.
  • Reverse your headlines

I mostly opt for the last one where you can play with the captions to improve ad relevance and force your potential customers to respond.

In case you decide to run the Ad variant, carefully watch the experiment split section tucked at the bottom of the third step. The most important task of assigning start and end dates are also here.

Experiment Split means the proportion of your ad campaign’s budget that’s administered to the variations and proportions of auctions your modifications incapable of participating in. If you only want to play around with a small part of your advertising budget, manage the split accordingly.

Custom Intent Audiences:

The display network can seem like a bit of gamble at times. Without limiting or altering your ad placements, your creative banner is overlooked in the middle of junks that are meant only to channel a bit of money to industrious basement dwellers.

This is not an issue when it comes to remarketing as previous actions may still be present in front of them irrespective of all the trash.

How many of us have always wondered if there were any methods to reach those people who were still looking out for what only you could do?

Here it is!

adwords-custom-intent-audienceTip – Custom Intent Audience is only available for Google Display Network

According to Google, custom intent audiences use ” machine learning technology to analyze the campaigns that are present and auto create custom intent audiences…based on the most searched keywords and URL’s found in those contents that people surf while researching a given product or service” Ones did, these novice audiences will become a part of your existing display network audience.

For instance, these are entirely a few examples of auto-created custom intent audiences that have come up in our account.

In short, Google uses data from your AdWords campaigns, website, and YouTube to conclude what you are selling, then cross-reference that against humanity to auto-generate new, potential audiences. This sort of audience creation channels Googles towards Facebook- kind, the audience-centered method of focusing the display network.

As an addition to this sort of Skynet- created targeting options, you can create your custom intent audiences using a combo of URLs and Keywords.

Remarketing the audiences via Gmail:

Yes, it is not possible to target the audiences by displaying the dynamic advertisement of the product which he / she recently explored. As most of the people having gmail account and re-targetting them will give you one more channel to acquire highly targeted audiences.

gmail marketing

Google’s has named it as “an immersive shopping experience” in your client’s inboxes. I’m calling it “god sent”. If you are someone who is consistently on the look-out to reach the prospects straightaway during the most significant shopping days around the year, then this is for you. OLBUZ team personally experienced high CTR from Gmail Ads in past for various clients so we can recommend to use Gmail remarketing for eCommerce business with smaller budget first to test the performance.

Above features will surely help business owners to boost leads, conversions and sales but if they use them wisely. Every business has different strategies and to find right one contact OLBUZ team to analyze your AdWords account to boost your business.

Key Advantages of Running Shopping Ads [Google and Bing]

Are you an eCommerce business owner and looking for some extra push on generating revenue? This article is for you.

E-commerce is a highly flourishing business off late where millions of customers across the globe are shopping via internet sites rather than hitting stores physically. With increasing demands, more and more numbers of e-commerce sites are being created and launched on the web. As per the research, eCommerce sales in US is expected to grow more than $400 billion by 2018. Forrester research estimating $414.0 billion and eMarketer is estimating $491.5 billion eCommerce sales in 2018.

ecommerce sales 2018(Source: eMarketer, Forrester Research)

Does your eCommece marketing strategy is ready to acquire this ever increasing sales? To acquire this growing market, it is very important to implement few basic yet effective and new marketing channels. Product listing ads is one of such channel having various key advantages over other marketing channels we will discuss in this article. Search engines like Google and Bing are few of the top places from where you can start promoting your products through shopping campaigns. As per Merkle’s Digital Marketing Report for Q4 2015, Google PLA clicks has increased by 62% & Bing product ads clicks are increased by 91% Y/Y.

Paid search click data
While managing paid marketing campaigns of big brands and controlling around $4K daily budget, I found Shopping ads are more effective for an eCommerce brand as compare to other type of ads.

On an average, cost per conversion of shopping campaign is around 30% down as compare to search ads campaign.

Though running PLA ads might need some technical expertise on the part of the marketer, yet it is more effective for the business when ROI is considered. As I have already discussed more about PLA, in this article we mainly focuses on advantages and will share what expert has to say about product listing ads. Here we go!

Main Advantages of Running Shopping ads on Google or Bing

As we all knows, Google and Bing are the two most widely used search engines across the globe has over 85% market share combine. Keeping this fact in mind, initially we should focus on these two platforms. Each has its own advantages but here we will discuss few common advantages their shopping campaign offers:

#1 Multiple Campaign Management with Better Control

Managing shopping campaigns is an art as all products will be fetched in shopping campaign simultaneously. Here you can categorize products by adgroups and labels depending upon your requirement. Even you can create different campaigns for different set of products and control the campaign specific ad serving. When you are running a business campaign, you are doing the same with some purpose. Therefore it is obvious that with better control of the campaign, you can do better. With the Campaign Priority setting, which is available in Google as well as Bing, it is possible to set preferences as which campaign should precede the other. Ads from high priority campaigns will get priority during serving. With custom labels, tagging of products can be done in a structured manner.

How to set campaign priority in Google shopping campaign?

Adwords shopping campaign setting

Follow below steps to set priority for shopping campaign in Google adwords:

  1. Sign in to your AdWords account.
  2. Go to the Settings tab of the campaign you want to edit.
  3. Select Shopping settings (advanced).
  4. Next to “Campaign priority,” click Edit.
  5. Select the priority setting you want: “Low” (this is the default), “Medium,” or “High.”
  6. Click Save.

Mostly the steps will be same for Bing shopping campaign too.

#2 Highly Optimized for Product Specific Marketing

With Google or Bing Shopping campaign, it is possible to have specific performance information on every product. When complete product inventory is provided directly in Google AdWords or Bing ads account, the campaigns can be structured as per categories and product groups (that can be managed while creating shopping feed file) so that marketers have higher control and focus on the bidding strategies. Great emphasis is laid on the products, which are categorized in different manners. Product groups can be created based on custom labels, brand, type of product, condition and so on. A single product group might have a Shopping Campaign running against it.

See below screenshot from Google adwords shopping campaign where product groups are devided based on Custom label 0. You can control negative keywords, bidding or even targeting for each adgroups that can be categorized by specified product groups you create.

select product group

#3 Better Access to Competitive Metrics

The main target of running Shopping Campaigns is not only to increase sales of the products, it is also helps to get a thorough insight into the competitive market. With Google and Bing shopping campaigns; marketers have clear insight into the competitive market and landscape. It is possible to understand competitive data like benchmark CTR, benchmark CPC, search impression share etc.

Here is the brief about each competitive metrics mentioned above:

Benchmark CTR: The benchmark clickthrough rate (CTR) tells you how other advertisers’ Product Listing Ads for similar products are performing based on how often people who see their ad end up clicking on it.
If your PLA ad CTR is much lower than benchmark CTR, you can work on optimizing title, description, image and other visible data to improve the CTR of your ads in Google search result.

Benchmark Max. CPC: The benchmark maximum cost-per-click (max. CPC) tells you how other advertisers are bidding on similar products.

Search Impression Share: Search impression share is the impressions you’ve received on the search network divided by the estimated number of impressions you were eligible to receive.

Based on various data it displays, it is easier to create better strategies and take vital marketing decisions.

#4 Easy to Integrate with Your Adwords or Bing Shopping Campaign

Few years back when PLA was introduced, product extensions were needed so that the campaign could be linked duly with the product catalog from merchant account. But after implementation of Shopping Campaigns, there is no need of any kind of product extension. This is because in Shopping Campaign, the catalog is automatically linked as a part while the campaign is being set up. You can create separate shopping campaign (which is already available in both Adwords & Bing Ads account) and link your merchant account directly from there. Here is the brief information on setting up Google & Bing shopping campaign.

Bing Shopping Campaign:

Bing PLA setup

Official guide on setting up Bing shopping campaign: http://advertise.bingads.microsoft.com/en-us/blog/33581/how-to-set-up-a-bing-shopping-campaign

Google Adwords Shopping Campaign:

Checkout below official video guide on setting up adwords shopping campaign.

#5 Advanced Reporting Capabilities

Performance data is the crucial part for any marketing strategies. Both the platforms provide nice reporting facility to view the performance of your campaign. You can view performance data by product attribute or directly the product depending upon your requirement. Performance metrics are generally associated with an individual item and not with a product group. It is possible to segment and filter data as per product attributes. These are inclusive of Google product type, product brand, product category, product condition, custom labels and product id.

Checkout below official video by Google adwords explaining advanced reporting feature of their shopping campaign:

If you found any product not performing well in shopping campaign then don’t panic, you can change that products bid individually too. Yes, it is possible for large catalog too. First identify and list out the products along with its product group which are not performing well. Later go to that product group and sub-group the products which are not performing well and increase or decrease bid depending upon your requirement.

product group Google adword

Apart from these, shopping ads also offers various advantages to sellers. To discuss this point in more details, I approached few experts from digital marketing industry having good experience in managing shopping campaigns for their clients or their own eCommerces business. Here are their views on shopping ads advantages:

Jane Dizon (Digital Marketer)

Jane Dizon is a digital marketer at RoadHolland.com and having vast experience in selling stylish cycling apparel and accessories online via Shopify.

One advise I’d like to give to vendors using shopify is using a manual feed instead of the Google Shopping app. The app, in fairness, is easy to use but has a lot of limitations especially to product variations. If you sell single items, you could give it a try, but if you sell products in varying colours and sizes, then stick to the manual feed. BUT if you’re dealing with thousands of products, then it wouldn’t be realistic managing that manually, so I recommend investing on a great data feed management service like GoDataFeed. Basically, one of the advantages of doing Products Listings Ads on GShopping is you’re exposing your products on users with the intent of purchasing. With the comprehensive attributions, the search results are tailor-made to what the user is looking for. You are targeting and catering the right audience for your products.

I sent few question to Jane and here is the feedback i received:

You mentioned about hurdle; according to you, which is the most challenging hurdle while setting up shopping campaign?
For me, it’s always the initial stage. When you start doing Google Shopping, you don’t see much results at first. That’s discouraging. You should be patient and keen to experiment on different strategies because it takes time before you see the results you want

We have seen, mobile bids adjustment is the crucial part to control ad spend. How do you manage mobile bid adjustment?
We follow a formula:

(Value per mobile click/Value per desktop and tablet click) – 1 * 100

Where value is total revenue per device/total number of clicks on that device.

Do you use any tools to manager and generate shopping feed? Which is your favorite tool?

Currently, we don’t use a tool since our product catalog is small and can be managed manually. But before, when I had a client that has thousands of products, we used GoDataFeed and it worked wonders.

According to Vipin who is digital marketing manager at Acodez, the key advantages of running shopping campaign are:

#1 Retail Centric Campaign Management

Shopping campaigns are retail centric that means you can place your top selling product in-front of online customer as we do in retail store. If you are using Google Shopping you can easily review and manage your own inventory. You can bid for specific product, sub categories or even categories. with Google Shopping campaign you can avoid highly manual process.

#2 More Advanced Reporting Capabilities

Shopping campaigns provide you highly accurate reporting capabilities, which you may not get through you store reporting. You can track how well your products are performing based upon size, sku, color, etc.

#3 Track Your Competitors at Every Turn

You can see benchmark data, CPC and CTR of other advertisers for similar products so you can make your own competitors analysis and act according to it.

#4 Analyze the Future

You can check out the bidding rates at which your ads will performs you can use Bid simulator to track your performance based on your bidding amount. By this you can get some extra clicks by applying a small amount of increase in your bidding.

#5 Re-marketing Campaign

Re-marketing is one of the best options for shopping campaigns; here you can re-target the person who has searched for a particular product with best available price for this same product and can display ads with similar product. This feature is known as dynamic Re-marketing.

For those who are not aware of re-targetting / remarketing can follow this step-by-step guide by Neil Patel.

I also got a chance to speak with Pamela Wagner, a former Googler and now owner of an agency. According to her, the key advantages of shopping campaign are:

  1. Easy to set up in Google AdWords
  2. Especially good for branding purposes: being seen counts almost more than being clicked on.
  3. Once you set it up and have crossed the first hurdle, it basically runs on its own. One only needs to adjust the negative keywords every now and then, and eventually work with the mobile and ad scheduling bid adjustment. So, this means there is very low maintenance if you have set up the right updating system for the feed.
  4. Great optimization opportunities in terms of ad groups and sorting products in many different ways: brands, types, custom label, etc.

Then I asked few specific questions to Pamela and here is her reply:

According to you, which is the most challenging hurdle while setting up shopping campaign?
Getting the feed right. A lot of people really struggle the feed and don’t know that Google actually offers a really good instruction on their support page.

Do you use any tools to manager and generate shopping feed? Which is your favorite tool?
My favorite is still a simple excel sheet. (Though I haven’t worked yet with too complex feeds)

As you can clearly understand from their reply, shopping ads offers great advantages for an eCommerce brand and one should definitely go for it. Before i complete the article, here is my conclusion i compiled based on my research and feedback received from experts.

Conclusion:

In the ever dynamic world of internet marketing, strategies keep on changing. Marketers also keep on implementing one strategy after another and check out which work best for the business. As per the research I shared at beginning of the post clearly revealed that among the different online marketing strategies, product listing ads played vital role in eCommerce business promotion and its click share continued to outpace search in January 2016, accounting for 52% of total clicks versus search at 48%. And this is because we should never ignore this opportunity that may change your business forever.

The implementation of Google and Bing shopping campaigns might seem little difficult in the beginning, but once you done with the set up; they are sure to bring exceptionally great results. The e-commerce platforms are sure to leverage the new marketing tactic to get best results.

For any help or assistance, you can always write me here by comment or contact with your query. I will get back to you withing 24 hours for sure!

Google Adwords Express – A True Blessing for Small Business Owners

For small business owners looking to gain through local advertising, Google has launched an adwords express few years back. To make this program more users friendly, Google adwords express team keep including new features. If you are a small business and want advertise through Google adwords, this tool can be your best companion. This new addition comes in as a result of many small business owners avoiding the use of the traditional Adwords due to its complexity. The new Adwords Express is simple to set up and can be hosted quickly to enjoy the benefits of online advertising. The tool doesn’t require daily review and management and as such caters to the limited resources of a small business or start up.

Google adwords express is the best tool if you want to advertise your business locally. You can easily promote your brand, services with easy to use features available in Adwords express described below.

Features of Google Adwords Express

  1. Local business: This feature has been integrated to work with Google Places wherein your advertisement will pop up in any search query made within targeted region of your store.
  2. Google Places: If you own a physical store and do not own a website, don’t worry. Local businesses don’t necessarily need a website to use Google adwords express. The traffic from the SERPs is guided to the Google+ business page. Alternatively, you also have the option to link your website to the Google Adwords Express account.
  3. Automatic Keywording: Google automatically assigns the top keywords associated with the business category. If you are engaged in more than one business you can also have more number of ads.
  4. Map Search: Advertisements get synced with Google Maps making it easier for customers to reach out to you. Your customer can easily locate your business with the help of map search and can use guided navigation to reach your business without hassle.
  5. Search PPC: Similar to regular Google Adwords, advertisements through Adwords Express too show up in SERPs but you pay just for the clicks.
  6. Mobile Search: Advertisement shows up in SERPs regardless of the device; laptop, smart phones, tablets or any other device. You prospect can see your advertisement with your mobile numbers and can directly call you from there. It will increase the opportunity to improve the call-to-conversion of your advertisement.
  7. Coupons: Google Adwords Express allows you to promote coupons in your Google Places Page. You can easily promote different offers, coupons and discount to your target audiences with the help of this feature.
  8. Full Ad: The Google Adwords Express advertisements will include all necessary details including ad headline and contact information like business address, phone numbers, fax numbers, email addresses and a blue map that helps pin the ad on Google Map.

Adwords express the best product for small local businesses or first time advertisers who never tried Google adwords before. It offers some unique easy to use features that don’t require daily monitoring and management. Here are some unique advantages of Adwords express for small businesses.

Small business cycle shopAdvantages of Google Adwords Express for Small Businesses

  1. Ad campaign is set up and automatically managed by Google, and there is little customization that you need to do. Does not require expertise in Google adwords. If you are first time adwords users and doesn’t know how it works; adwords express will help you to try paid advertisement opportunity without hiring an online marketing agency.
  2. Deploying Google Adwords Express can be immediately followed by serving advertisements to all potential customers.
  3. Small businesses don’t necessarily need a website to drive in traffic. If you are having physical store, you need to create Google local business listing and the audience will be guided to the relevant Google Places Page from an advertisement.
  4. The monthly budget is highly flexible and can be changed whenever deemed necessary. You can keep them as per your requirement and can increase or decrease depending upon ROI you are generating.
  5. Google automatically takes up the responsibility to serve ads in the local market, such that the ones who click are true potential buyers. Based on information you provides, adwords express will manage the advertisement display.

Google Adwords Express is really fast and simple way to promote your local business and brand in the internet. True that Adwords Express doesn’t come with all the features one would find with Google Adwords, the ones that do exist serve all the needs of a small business. Also, businesses can choose to switch from the Google Adwords Express version to the more powerful Google Adwords version whenever they want.

Major difference between Google Adwords & Adwords Express:

Adwords express is the easy to go product for the small businesses and first time adwords advertiser. You don’t require a website and Google will automatically show your ads in Google search, Google maps and their partner website. You will not require managing campaign as it will be automatically optimized by Google adwords express. There are limited features available for small businesses and you will have to use Google adwords to use all those advance features.

Adwords is the best tool for businesses who want to promote their products or services beyond local targeting. You can advertise nationally and internationally by selecting specific keywords, advertisement and location. You will have all advance features in which you can create multiple adgourps with your own keywords and advertisement. You can get detailed report and will have other advance tools to manage your campaign. If you have an eCommerce website and want to advertise your products, you can use Google shopping campaign by integrating your merchant feed with Google adwords.

Conclusion:

If you are a small local business and want to manage your adwords advertising in-house, adwords express is the best tool for you. For other businesses that need to expand the reach with advance targeting should definitely go for Google adwords. You can always get expert advice and solution from Google adwords partner like us.

Should you have any query or need assistance in setting up Google adwords express or adwords campaign, do write us. Our representative will get back to you within 24 hours.

Image: https://www.flickr.com/photos/jamesbondsv/

Free Consultation

Free Consultation