Audiences have the power to define your brand. They are the reasons why several brands have a huge success and many other brands being destroyed. For web marketers, this is perhaps the most defining aspect of their work. regardless of whether you are coming up with a promotional campaign or putting down a piece of article in social networking sites, you should be focused on for whom you are writing, who is going to see the campaign and who do you need to reach out to.
Every marketer today engages in some form of promotional activity on the web but many a times they forget to research about their target audience. As a result many organizations found it difficult to reach their ROI within specified budget and timeframe. Audiences matter because they are the key to your success and will be responsible for your SEO, social media reach and adding to the expected traffic to your website. Promoting a product without understanding your target audience can result in more expenses and lower ROI. As we need to understand that every one present on social media cannot be among the target audience. A real estate agent online should be targeting audiences in their early twenties and having an income of $100,000 a year. This is just an example but it defines the concept of target audience. No matter how big your business is!
Business is done to survive and gain profit. The main reason why any business exists is its various stakeholders. A Customer or audience of a business forms the part of the main stakeholders of any organization. Therefore, it is necessary to find the right audience for your business. Businesses use their marketing department to promote and create their audience. To formulate successful marketing policies for any business it is important to know who we are advertising to. If we are unaware of our target audience, all the efforts will be in vain. Hence, It should be the very next step when planning your business strategy. In this article, one can understand what does “target audience” means and how to find the target audience for their own business.
What do we mean by “target audience”?
A target audience is defined by a group of consumers specified by their age, gender, location, or income. For example- the target audience for most cosmetic businesses is females. Finding the target audience of most businesses is the key to success. Without finding the target audience for your business it is impossible to make a marketing strategy. Tapping the right audience will ensure you know how to advertise and reach such consumers. A lot of research and collecting data is required to know your target audience. It defines the majority of consumers for a business.
Some of the factors to find your target audience are:
• Type of Occupation
The above-mentioned factors are useful for understanding the purchasing patterns of the consumers. Finding a target audience allows businesses to create advertisements to reach consumers who can relate to their products. It will also make the business aware of what to create next for the same target audience. Before starting your business understand your product and by whom it will be consumed. Now that you are aware of what is “target audience” it is important to understand the types of target audience and how we can reach them.
What are the types of target audience?
There are different types of target audience, which means factors that help us further understand who we are targeting. Here are a few categories that can be used to narrow down your search:
1. Purchasing Decisions: It means people who want to buy a certain product but collect prior information about the product. This is helpful in creating marketing strategies to address such customers. For example, people buying mobiles phones, cars, and clothing online require more information about the similar products.
2. Consumer tastes and interests: This means what are the likes and dislikes of the consumers. Tastes and preferences of the customers can affect their purchasing decisions. Knowing this will help you to relate and tap into the potential buying capacity of the customers. For example, people who are interested in baking might be interested in buying new baking equipment.
3. Culture: This will be more genre-specific and the people who follow the same culture share buying experiences. For example, people with a music background love purchasing new musical instruments.
What is the reason to find a target audience?
1. Ensuring that you are creating the content or the product for the right audience. Imagine you are all set with your content or product, only to find out that there is no right audience available to invest in it. To avoid such blunders, it is necessary to find your target audience beforehand. 2. Create business that benefits your target audience. While doing business it is important to add value to the shopping experience of the consumers. Build your business around the taste and preferences of your audience in order to grow and expand. It will help create a large customer base. 3. Helps in creating efficient and cost friendly marketing strategies. If you are already aware of your target audience, it will be easy to form marketing strategies. The efficiency of such campaigns will be higher and low risk of ambiguous advertisements.
For all the above reasons every business should define its target audience. It is important for the success and long-term survival of the business.
By following these 8 simple steps, you can easily understand your target audiences that can help you to define focused marketing strategies to generate better ROI:
#1 Who they are?
This is very important point while you are working on defining target persona. Focus on below important factors to understand who they are:
Demographic (Male or Female)
Profession and Qualification
Financial status and buying power
As per funmobility 89% users use social media in between age group of 18-29. Well, those data really helps you when your business looking for proper age group audience on social media.
Once you understand the given factors, you can narrow down the audiences by understanding their requirement. Lets for example:
A car title loan company should be reaching out to people who have poor credit scores while a luxury automobile brand should be reaching out to the high income groups.
Focusing on your target demographics allows you to integrate special elements into your promotions – be it campaigns or content.
#2 What are their demands/expectations?
The next step will be trying to understand what your target group wants/expects in specific. Going back to the example of car title loans, your customers will always been looking for lower interest rates and flexible payment periods. On the other hand, the buyer of a luxury automobile would want his buy to be special. You might want to add elements of customization that would make his purchase unique.
Always try to understand their issues first and address them with your product or services. By keeping your eyes on competitor’s product and their dissatisfied customers, you can understand those issues easily.
#3 What do they read/what do they listen?
The aim is to understand where your target audience gets the information from. If you are a brand targeting teenagers, you would like to have a strong social media presence. However, if you are targeted the retired, you should be focusing on newspaper advertisements. The categorization is the same across age groups and brands on the internet. Some audiences make it a point to go through their news application first thing in the morning. Some others like to check out new notifications on Facebook. Knowing their preferable web addresses allows you build a campaign likewise.
For example, if you are in to business that selling women apparel or any products for women, you must be active at Pinterest. According to RJmetics, around 80% of Pinterest users are Female and over 92% of pins are made by female.
With the help of this simple analysis, you can easily reach out to your target audiences.
#4 What is specifically great about your product that other competitors doesn’t offer
Everyone has competitors in the market. As such, you need to harp upon the specific elements in your products/service that makes you stand out from others. Offer to inform what extra benefits your product provides. Research upon what makes your customers take interest.
Understand this simple factor will even narrow down your target audiences who are already buying from your competitors.
#5 What makes them feel intruded?
While we are bombarded with brand and products every day, there’s a limit to which a person can tolerate promotions. After that it just becomes a breach of privacy. You cannot have advertisements all over Facebook wall. There’s a space to it. In the same way, you need to understand the limit to which your customer will encourage promotions. This is important if you are planning to build credibility in the market.
#6 Who do they trust?
Knowing your audience profile requires you to delve deep into who they are willing to trust and who they aren’t. Stock market players trust the MarketWatch while fashion followers dig deep into the Vogue. You cannot have a title loaning ad in a fashion magazine and vice versa.
Once you understand who do they trust, you can easily narrow down your reach to limited placements. One of the best ways to reach these audiences is; connect with those industry influencers who influence the buying decision of your target audiences. Ask them to use your product or services and share their views online. This way, you can gain trust from your target audiences.
#7 What touches them emotionally?
Every brand comes with a punch line. While it just seems an extra addition to the brand name, it is actually far more important. It is necessary that you are able to influence your customers emotionally through your promotions and content.
For example, if you are selling a sporting goods and your target audience is India. Cricket world cup can be your best time to promote related products as India is the country where each and every person is emotionally connected with the Cricket.
Recently I came across this interesting advertorial “Todo Nahi Jodo” by FeviKwik who positively used this technique to promote their product during India vs Pakistan world cup match.
They know how Indians are emotionally connected to the game and when it comes to India vs Pakistan match, the emotional level is on the top. By creating such advertisement at right time, you can definitely acquire good business.
Lastly, your promotions, content, etc need to change with the client. Buying is influenced by many things – shift of culture, technological changes, environmental demands, etc. By monitoring this buying behavior you can easily improve the strategies to get better result in the future. Google Analytics is one of the most popular free user behavior monitoring tool widely used by webmasters. Monitoring your audience will only let you become a consistently successful player.
If you have come to the end of this article, you are aware of the importance of finding your target audience. You can use the tips to find the right audience efficiently. It will take a lot of research but in the end, it will prove beneficial. If you own an online business and want to build an effective online marketing strategy for it. Contact us now with your query and start generating a better ROI with less investment.
“A successful business is not defined by the numbers but by its customers”
Do you own an online business or retails store? Looking to acquire more business this holiday season, this article is for you. Before we start sharing tips, here are 3 early holiday shopping trends you should know.
First – In USA, people started their holiday shopping early this year and accordingly given research over 31% of US shoppers started their shopping in June.
Second – As you already know that the Covid has largely impact the buying behavior, over 47% of US consumer expect that the Covid-19 will impact how they shop this holiday season due to supply-chain challenges and other covid related safety measure.
Third – This holiday season, people are more inclined to support local businesses for holiday shopping. Over 60% of US consumers who are planning to shop this holiday say they will shop more at local small businesses.
With the holiday season knocking round the corner, it will be a busy time for shoppers and as such online retailers. According to given statistic, more than 31% of shoppers already started their holiday shopping long before black Friday.
Retailers, all across the globe will be fighting hard to make their catalogues stand out and attract the maximum amount of traffic to increase holiday sales. Looking back at the shopping behavior and the changing trends during the past few year, you need to understand the micro moments which maximize holiday sales.
Tips to Increase Holiday Sales this Season
As there are various ways to increase sales but in our list; we will mainly focus on tips to implement within small time frame as holiday season is nearby.
#1 Be Prepared for Increased Demand
Checking data since a last couple of seasons, the traffic on eCommerce websites have double on a yearly basis. More and more consumers are looking to place their orders online than visit real time stores. The traffic for all combined eCommerce site started increasing from the month of July. This year, we can confidently say that not only are the modern consumers shifting towards online marketplaces but they are also earlier to book their orders as compare to previous year.
As per recent research published by Think With Google, over 55% shoppers says, they would buy from the companies which make it easy to do what they want without talking with anyone. It is thus advisable to place your marketing goals early and try to push them through to the potential crowd. You should not forget to test your holiday readiness to avoid real-time crashes.
If you are an offline store, you must keep focusing on your inventory in advance. According to recent study published by Google, searches for “in stock” related key phrases has grown over 800% year over year! This rightly represent the intent of prospect who are more interested to buy product from local store who already stock the product.
Solution for you
If you are an online retailer and operating your business since long, you must have data for previous period. Start gathering those data and compare different metric to drive some conclusion. You can also study your competitors to understand the increased demand and can accordingly stock the products.
As demand increases, you will have added opportunity to capture this open market by adapting different marketing channels.
Now, big shopping days are divided in to smaller span upon increased use of smartphone purchase. According to Google, around (31%) of shoppers already started their shopping from June, we should keep running highly targeted ads to acquire these shoppers as well. Rather than focusing on only specific holidays dates, you should study your website traffic and user behaviors and can start promoting your products in advance.
#2 Local + Online = Best Combination Ever
If you are operating your business online and also having your offline store, you can utilize this combination with the help of below Google feature:
Create and maintain your local business listing (Built your digital store front)
Now add your in-store product inventory
Showcase your inventory with local inventory ads
Grow your omnichannel sales
There are various success stories about this multi channel marketing strategies and you can replicate the same strategy by implementing below detailed guide.
#3 Play Smart to Beat Your Competitors
Holiday season is considered as the most competitive shopping season for retailers. You need to play smart to stay in competition by keeping your eye on competitor’s pricing and offers. Marketing and promotions has been a key driver to getting over the increasing competition in online marketplaces.
As per recent research published at ThinkWithGoogle:
Over 92% of shoppers will check and compare the price of same product on online sellers to get lowest possible price.
Over 91% shoppers say that the lowest price is the most important factor they consider while buying any products online and FREE shipping is second most important factors.
Apart from these, there are numbers of factors that affect shopper’s buying decisions.
Solution for you:
Experts advise online retailers to make maximum use of Google shopping campaign this year and add to the credibility of their business by registering as a Google Trusted Store. Elements such as product reviews and ratings, Google product shopping campaign and competitive pricing analysis can give added advantages.
Keep monitoring the pricing strategies of your competitors and accordingly increase or reduce the price of your products. It will help you to reduce the abandoned shopping cart rate on your eCommerce website. DigiFloor has recently published a detailed article explaining the importance of competitive pricing analysis.
#4 Connecting with mobile shoppers
The modern customer always looks for convenience and mobile presents a great platform for the same. Globally, the statics portray that Google Shopping has sent three times more traffic every year. As such, retailers this year should make sure that mobile shopping gain prominence in their marketing strategies.
As per Google’s research data:
This includes app usage and downloads, which we’ve seen reflected on Google, where searches for “online shopping app download” have grown globally by over 300% year over year.
Solution for you:
To acquire mobile users, it is very important for you to have mobile browser compatible website. If your website is still not support mobile browsers, checkout our creative services to get your responsive design.
Once you are ready with mobile browser compatible website, start promoting your products by targeting mobile audience too. Google ads provides flexibility to target specific audiences based on their interest and search habits. You can also launch mobile application for your business to offer additional facilities to your customers.
As per recent study published by Google; on an average mobile shopping is 18% highers on Sunday. This study will help you to increase or decrease your mobile paid marketing budget during weekend to acquire this customers. Checkout below image depict this behavior of mobile shoppers.
#5 Omnichannel Engagement
Consumer journey is now not limited to just retail or online touch point. It is more omnichannel than ever and considered as a key element to achieve success online. If you haven’t already, make sure you engage more with your customers, asking what they demand, finding every customer the right gifts, offering special services to loyal customers, and make sure that they come back to your site more than often.
As you can see the complete life-cycle of the shopper’s behavior here, a well define strategy can drive great success this holiday season.
Here are certain key elements of customer engagement:
Omni channel sales, adding convenience to the shopper
Test everything and be ready for the surge in traffic!
Solution for you:
Social media is considered as the best platform for customer engagement. If you are not active on social media, do it now. Building social media presence requires skill and time. Initially start with few platforms and eventually increase your reach. Twitter, Facebook, Instagram and Pinterest are the most suitable social media platforms for customer engagement. Create your brand and local business pages on given social media website and start engaging with your customers.
Keep running paid campaign at given social media platform during festival season. You can promote your brand or products by targeting specific audiences based on their interest, age, location and many more factors. You can also push your reputation management campaign to improve your brand visibility across different platforms like Yelp, Local circle etc.
#6 Utilization of Video Platform:
According to Google’s, over 90% of people are discovering new brands and products on YouTube and over 40% of these people have purchased one or more of these brands and products.
Solution for you:
Start creating videos or ask your existing buyers to share their experience buying your products and publish them on their YouTube channel.
If you are having marketing budget, hire influencers from influencer marketplaces like YouTube BrandConnect and create marketing campaign about your products. This will help you to reach large audiences through influencer who can produce and publish review at respective YouTube channels.
Over to you:
The next couple of months will be a busy time for all types of retailers, be it online or offline. Make sure you get the best out of the opportunity by considering tips and solutions discussed in this article. Do you have any query or need any help to promote your business on this holiday season; Contact Us now! We will get back to you within 24 hours!
The ultimate aim of every business is to gain profit and grow consistently. The efforts that a business puts in and the return that it provides have to be analyzed for further improvement and scope. The same applies to your marketing strategies. It’s never too late to study your content marketing ROI.
Whether you are just starting with content marketing or you’ve been using the same approach for a while, it in no way hurts to readdress your content strategy plan.
You can anytime ensure it’s over-to-date, innovative, and interesting to your prospects and clients, regardless of when or how they shall buy it. You will be amazed to hear that over 44% of marketers feel that need to work on and improve their content measurement.
1. Content Marketing Measurement Metrics and Goals
You cannot deny the importance of content marketing in the present scenario. Investing in content marketing has become a top priority these days. The research depicted that it cost 62% less and generates 3 times leads. Let us see what calculating ROI is all about.
a. What is content marketing ROI?
Marketing ROI in simple terms could also be a percentage that depicts what proportion of revenue you earned from content marketing as compared to what you spent. It is a prominent practice for attributing profit and revenue growth and analyzing the impact of marketing initiatives.
The formula used to measure content marketing ROI is: Marketing ROI = (Return – Investment) X 100 Investment: Let’s say you earned $5000 in sales and you spent $500 on your marketing content. The ROI is Marketing ROI = (5000-500) X 100 = 900%
b. Analysis Data
To analyze the content marketing data you need to combine different stats and measure your content’s business performance. You need to see what content is most liked by the target audience, what are they sharing, popular types, and the length of the content most read and liked.
c. KPI and ROI Statistics
For perfect marketing performance metrics, you need to understand what your KPI and ROI must consist of. KPI for blogs and articles can be measured by website traffic, unique, new, and regular visitors, average time on page and site. For videos and podcasts, you can track views, subscribers, downloads, shares, comments, and reviews. ROI can be measured by leads, sales and revenue generated.
d. ROI Measuring Steps
There are a few steps to follow while measuring ROI that would help you find the loopholes and correct your content marketing strategy.
i. Set Measurable Goals
To properly calculate ROI and apply return on marketing and investing formula, setting measurable goals is important. It is very important to set goals for either a piece of content, a specific content campaign, or the entire content marketing program.
Although content marketing efforts cannot be tracked completely, your measurable goals must include bounce rate, number of visitors, time spent on site, pages visited, leads, and revenue. Identify your top priorities and work towards your goals.
ii. Collection for Data
Based on the goals set collect the data required to match your goals and the action required. Unless you have a clear number attached to the data content marketing, it makes no sense. Your data must include both your investments in content marketing and your return from the same.
iii. Monitor Frequency of Goals
For proper ROI tracking, you need to monitor the goals. To maintain your site traffic, it is very important to monitor your frequency. Decide about a particular interval and redefine your content goals. Content marketing is very vast and equally competitive. Once you achieve a certain level, jump on to the next step and analyze how often you need to review and make new goals.
iv. Use Models Comparison Tool
Attribution models are very helpful in finding and measuring your user’s touchpoints. The first contact attribution will offer 100% of the credit score rating to the primary touchpoint that brings a visitor to your website.
For instance, when featured in Google Ad it would receive 100% of the credit for the conversion, and all the other 4 touchpoints Google search, Facebook Ad, Webinar, and Web visit would receive 0%.
2. Modify The Strategy To Improve Performance Of ROI
If in any way ROI tracking is not up to the mark, you need to look for an effective content marketing strategy. Creating a content marketing strategy will leave positive effects on your business leading to improved ROI. Here are a few content marketing tactics to help you in formulating new strategies for your business.
a. Analyze the Audience
Study your target audience and keep a check on what type of content they generally look for. Find the most suitable and appropriate content. Unless you have a clear picture of your audience in your mind, you won’t be able to find the best topics for them. The knowledge or information that you provide through the content must be helpful to them.
b. Optimize the Content
To measure the performance of your content compare the organic traffic, leads, conversion rates, time on page, social shares, bounce rate, comments, etc. to see your graph. Analyze your key areas and compare the points you are lacking on. Focus on creating content that would take you a step ahead.
c. Build Social Media Presence
Your website or blog must be the key component to build ROI. It has to be approachable and attract the audience. Maintaining the frequency of your content is equally important. Keep on researching and bringing new and useful content to your page. The most important thing is to stay visible consistently. Your media presence is the first step towards getting good traffic.
d. Connect the Buisness with Storytelling
Your blogs in content marketing should create a feeling as if someone is reading a story. This holds the interest of the reader and will increase the bounce rate on your page. Use real-life experiences and stories to connect to your audience in a better way.
This technique evokes an emotional response and employs classic components. Ask for reviews and let the audience share their experience with your content. It helps to enhance your content marketing metrics.
e. Makes Effective Budgeting
Redefine your costs and see how much you are investing in the creation, publication, and distribution of your content. Decide on a certain percentage that you will invest in content marketing. Budgeting also includes cutting unnecessary costs and making the most out of the amount invested.
f. Promote Your Content
Good content created but not promoted makes no sense. Make the best use of SEO and HTML elements to promote your content. Research and use the best primary, secondary and long-tail keywords.
Using the above content marketing tactics, you can get optimum content ROI for your product or service. Designing marketing performance metrics is not easy, but when an effective content marketing strategy is used it becomes quite easy.
All the above SEO and content marketing tools and tricks will improve your ROI and overall performance. Keep on trying and experimenting with new strategies and select the best content marketing ROI strategy.
If you’re still wondering: “Is content or advertising material essential for your digital advertising plan?”
Then the clear answer is YES!
The aim of marketing has always been to get and retain new customers in order to drive your business growth.
In reality, content is the present – and future – of the marketing world. Content marketing is the base of almost all kinds of effective digital marketing strategies.
Thus, many industry experts also believe that behind every great brand that is building trust via – a web-page, blog, and video, or social media post – it all begins with content.
Content marketing is a very broad subject in itself. And when you research it on Google, then you will find thousands and thousands of articles, guides or books have been published depicting various strategies based on it. But when it comes to the implementation part, only a few get success despite building amazing content marketing strategies, why?
You Don’t Have an Answer.
This is the place where content material for advertising and marketing comes into the picture.
What is content marketing?
Any kind of Marketing is impossible without great content. Content is the king in the current marketing era, and a versatile marketing medium that can help any business in any industry. It’s also affordable, convenient to create, and reliable for long-term results.
Furthermore, Google is still testing what makes the content “high quality,”
Although there is no secret formula for writing high-quality content, but many writing experts believe that before you even start to write content, you need to know what you’re writing about and for whom. In this way, you can kill two birds with a single arrow.
Follow these marketing checklist: for improving your content quality
1. Research, research and more research:
Doing research is the most essential thing which is required to find out which treatments work better and which needs improvement. Research helps in finding answers to things that are unknown to us. Thus conducting research is necessary for many reasons, like building knowledge, learning new skills, innovating in business, Therefore, content marketer often stress more on research about new content from various sources like as articles, videos, blogs, images, infographics etc. They also extend their research to Google Trends, geek friends ideas, self-made tutorials or any research point during work on client’s project and gather all information at one place initially. Google keyword planner and SEMRush are the best tools for keyword research.
2. Write a Head-Turning Headline:
Like our heads, the headline determines whether audiences will read the rest of your work or not. If the headline doesn’t spark interest, then your writing is of no use, it’s a waste of time and money. So try to write a catchy headline which is highly required to get the attention of the readers.
3. Content must be original and self-explanatory:
With the coming of the Internet, the entire web world is flooded with content. Thus, it makes it difficult for brands to stand out in terms of producing well-written content on their own.
4. Create a hook that grabs your clients attention:
Grabbing the reader’s attention is the foremost priority of anyone who is into the online and digital branding business. And you have only three seconds to keep readers hooked after the headline. The first sentence plays a role in determining whether they read is ready to go further or quit seeing the rest of your content. So make it more smooth and simple to understand.
5. Write content that ranks in Google:
“Understanding the language that customers are using is extremely important whenever you write anything, so always keep in mind that Google ranks only those content which reflects consumer engagement, popularity, and has a complete answer to the questions which can arise in the mind of your readers when they read it.
6. Content must earn backlinks from other sites:
In order to enhance the ranking of your website in search engines, it is very much needed that you earn high-quality backlinks to the site. High quality backlinks are an important ranking factor that Google’s algorithm takes into account when deciding where your page should appear in the SERPs.
7. Use content that earns conversions:
Content Marketing offers a tremendous opportunity for businesses to boost their results and ranking. Thus, by providing valuable and relevant content to users, you can improve your online reputation among top brands.
The popular blogger Harsh Agarwal from ShoutmeLoud has nicely explained the importance of images in blog which generates more social media visits, google image search traffic and also increases the length of the article.
Below screenshot depict the penetration in social media users which is going to reach by 2.55 billions in 2018. You can easily reach to those audiences with properly optimized blog post containing engaging creatives for better social media reach.
Make sure that images, graphics or any other infographics should be specifically designed for your niche and must grab readers attention. High resolution and meaningful images always makes strong impact on users. If you are not able to purchase stock images then there is plenty of websites for free images available online.
Reason why content marketing strategies is essential in Digital Marketing
Content marketing and advertising techniques must contain high-value, user-focused content which means through using content marketing, you should be striving to change and enhance your customer’s behaviour toward your company in a positive manner. Additionally, Content marketing is important because it answers your audience’s questions.
These days, having a blog is now almost mandatory for doing any kind of business. Blog posts have the functionality of bringing extraordinarily focused leads to the posted content material and have interaction target market via all the degrees of income and advertising and marketing cycle.
Each blog post you create has its own importance which starts from a small idea and does not just end at the publishing button. The procedure of publishing any article is not at all an easy task, and it takes a lot of your time and effort. So if you are thinking that you will publish an article within minutes and it will give you an instant result, then you are wrong. If you think that by copying from other popular blogs, you will start gaining instant traffic, then wait! Your blog might become a victim of it Google Penalty.
My all time favorite websites are Pixabay and Flickr (check for usage license before you use). As per experienced bloggers GIF’s are also best way to communicate with readers and lots of viral content blogs are using this technique.
Featured images are also more important when it comes to make first impression of any article on your blog. Amateur bloggers often spends more time to design featured images on Photoshop or other design tools but here we recommend you to use online tools like Canva to design featured image in just few minutes.
What is content outreach and why do you need to do it?
Content Outreach means developing a network which helps you in promoting and sharing right content with your desired audience. The more you get noticed, the more your brand will grow attract and reach to people. No matter what is the size of your company or what product/service you’re promoting. An email outreach strategy must have the power of Converting lead to sales and sales, of course, into the revenue.
Marketing and content strategies depends upon each other to be effective—and perform different function in the same organisation. Marketing strategies are answerable for creating general systems for developing framework to reach its potential clients.
These people develop messaging programs, in order to attract buyers, conduct market research, map client travels, and foster the procedure for evaluating and item highlight testing.
Content specialists fit into this platform, regularly filling in as a contact between sales functions. These people answer questions concerning about how and where to communicate with its audience and develop awareness content which determines reaching to its potential consumer. In fact, the content strategist is the person who study how to build the relationship and starts storytelling about the product sales.
Marketing strategy educates content strategy, and content strategy informs the techniques of promoting marketing strategy.
The two capacities depend on examination to uncover correspondence and relationship-building openings. Both tackle a similar test—effort, commitment, and change—according to alternate points of view, empowering associations to move quicker with their showcasing.
Which means both the functions rely on the analytics to uncover communication and relationship-building opportunities. Both handle the same challenge—outreach, engagement, and conversion—but in a different perspective, enabling organizations to move faster with their marketing.
Is content marketing and content outreach strategy the same?
Content marketing and content outreach complements each other perfectly, but they’re not the same thing. Content outreach, is believed to be the base on which the success of content marketing stands out. The Content Strategy answers the question like ‘Why’, for whom you’re Reproducing the Content. Content outreach determines Who You’re Reaching with Your Content Marketing.
Whereas, a Content marketing is only a small part of content outreach strategy, as content technique moves around ‘which content ought to be shared thinking about different factors, and content outreach strategy discusses ‘how would you share your written material?’
So What All you need to do is to make a strong content outreach strategy technique that helps you in expanding your brand image, product sales and promotion and brand awareness, such as building associations with the clients. It is about how you express your image on the social channels with the kind of content you are posting to draw attention of the audience.
Methods of content outreach strategy
1.Pick the right communication channel
Determining the right communication channel is very essential for the success of your outreach strategy. This means that you know all about your target audience very well and use the most effective method for promoting idea, product and services.
2. Build strong, lasting relationships with client
Some companies interact with their customer only when they need to do the business and after that they forget everything which is very bad So it also suggested that Businesses that develop great, long-term relationships with their clients are more likely to receive repeat business from those clients Satisfied customers might recommend your company, product or service again and again, leading to new business.
3. Follow-up with a fresh approach
The entire digital world is overloaded with lots of ideas for ideas so If you wish to grow your business, you must come up with fresh and innovative approach for luring your potential, new customers. Apart from this you also have a nose and eyes wide open to know what your competitors are doing for the same target audiences. This will help you a lot in understanding your client’s ideology and win.
4. Internal linking is important
If you are a serious blogger, you will want the audience to be glued to your blog site to a longer extent. And for that, there is no better way than resorting to internal linking. Through this process, one page of the blog can be connected to another page in the same blog. This helps in smooth navigation within the site. Internal linking should be on targeted keyword and targeted page so it will not mislead the readers. Internal linkings are also beneficial to reduce the bounce rate of the website.
5. Track your results
Outreach marketing strategy requires managing a huge amount of information. Therefore, in order to get the amount of success you need to track each and every aspect of your work that you’ve doing for enhancing your business reach. Regularly maintain the records of change that you are adding for long-term and short-term business promotion.
I am sure, this aforesaid content checklist will help novice businesses or bloggers to create some of the amazing content. Feel free if you have any query or suggestion related to this topic? I would love to interact with you.
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
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.
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
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:
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.
# 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
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:
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.
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.
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
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.
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:
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.
For example, if your eCommerce website is abc.com and there are two URLs for different variations of a same product:
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
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.
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.
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 –
Websites having lots of content that are not well-linked
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:
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.
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.
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 :
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.
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.
# H1 (Heading) Tags
# 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.
# 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
# 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:
Moreover, Amazon includes another section almost like the earlier section, titled as “Customers who viewed this item also viewed”.
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.
# 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.
# 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.
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.
If you consistently share helpful tips, there’s a possibility to be hooked up by anybody with a link.
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.
# 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 🙂
# 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.
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.
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.
# 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.
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
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 –
You can create dynamic remarketing ads for audience like
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
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.