From being an ancient spiritual practice, Yoga has grown today to become a big business catering to premium lifestyle. In the last four years, the number of takers and the spending on Yoga practices and products have increased dramatically. You will be surprised to know that, over 30% of Yoga Journal subscribers in the US have an average household income of over $100,000. The sudden increase of interest has led to more teachers pouring in and training studios coming up.
The below statistics will blow your mind and will help you to understand the tremendous business opportunities in the field of yoga.
Growth of Yoga and Meditation in USA
National Center for Complementary and Integrative Health has published the research statistics on use of yoga and meditation in USA. According to their statistics, more than 14.3% of American adults were taking up yoga and meditation classes. In 2012, this was a mere 9.5%. The same is the case for children. In 2012, 3.1% were practicing yoga which was grown to almost 8.4% by 2017. This is a significant increase when we turn our attention to other alternative therapies and practices.
Yoga certainly has many health benefits but the reasons for popularity of the meditative exercise have been the non-intrusive nature of the practice. People in the US are opting for Yoga sessions to reduce stress, improve overall physical fitness, body flexibility and mental health.
Over $12bn Market Size of Yoga Industry
According to IBIS world, the Yoga & Pilates industry is having very huge market in USA. As you can see, they are estimating over $12bn market size of this Yoga and Pilate industry with over 40K businesses operating in USA.
The number might have decreased due to COVID-19 but I am sure the online yoga classes and online session business may grown at large extant.
The growth figures point toward a huge opportunity for those who are and are looking to establish themselves in yoga industry. Not just in USA but people from all around the world are spending high on Yoga products like yoga mats, towels, yoga apparel/costumes, blocks and straps, props, accessories and even training DVDs. Here is the yoga demographic and statistics for your reference:
And if you refer the Google trend statistics mentioned below, you will see the increased stack of the yoga which is steadily growing over time.
You will be surprised to see the sudden spike in Yoga related searches in March 2020 clearly depict its increased popularity around the world.
Now the most important question for you is;
Are you ready to promote your yoga business?
Your competitors are already started making leap into this ever growing industry. As an example; when I search with “yoga” on Amazon, it lists over 384245 results today! This result clearly indicates the current scenario of the industry. If you are a yoga teacher, a studio owner, a retreat owner, yoga eCommere website owner or any business that can include yoga as one of its products, this is the time to make some haste!
If you are up for the challenge, here is the 9 steps proven plan to revamp your yoga business to acquire this growing business
#1 Have a Beautiful Website
First and foremost, you will need a business website that appeals to the possible takers. Simplicity of design and user friendly UI is the key. Always remember that these are premium customers you are targeting and they won’t mind paying. Just invest in a web designer who would be able to create an interface that will allow your audience to connect with the service. Be it an ecommerce platform or a retreat website, make it user friendly and responsive.
If you already own a website and want to check the basic performance, visit official Google PageSpeed Insight tool and see how it perform. Never hesitate to take expert’s help.
#2 Local Business Presence
If your business is targeting local audiences, it is very important that you show up in local search listings of popular search platforms like Google, Yelp or Yellow Pages. The percentage of people getting introduced into Yoga is increasing by 25% globally each year. As search queries increase it is crucial that they find your business. Many tourists would be looking for local yoga classes and this should be your catch point.
As you can see in above screenshot, most of the businesses shows temporarily closed due to covid but once everything get settled, you will start getting call and inquiries from the Google local business listing as well.
#3 Social Media Engagement
80% of the literate population in the world is active on some social platform every day. For businesses, this could be a huge opportunity to attract attention and increase your leads. Investing in Facebook, Instagram, Twitter and Pinterest marketing can leverage your brand to a great extent. Social media engagement has been the key drivers in several industries and especially with wellness programs and products like Yoga. You can easily engage with your audiences by sharing your yoga poses, useful yoga information and can divert those connection into leads.
Not just Facebook but Instagram and Youtube is also one of the most promising platform where you can start sharing your yoga knowledge with the prospect. Start organizing free yoga sessions and host some Yoga webinars to engage with your previous customers to keep them active while working from home at present.
#4 Have Mobile App
According to Statista, there are over 3 billion Smartphone users and expected to reach this figure to 3.8 billion till 2021. If you are still avoiding mobile audiences then you are losing huge business opportunities from it. By having mobile app about your business, you can not only target these audiences but also can offers additional facilities to your existing customers. Lets for example; allows your customers to book their yoga session directly from their smartphone can make their booking experience easier.
Here is the best example of few popular Yoga Mobile applications enjoying the benefits of mobile platforms.
Yoga.Com Android App Statistics
Daily Yoga iPhone App Statistics
#5 Utilize the popularity of Video platforms
Specifically applying to individual yoga personality, yoga studio and retreat owners, videos can be a powerful platform to showcase the quality of indulgence they can expect at your premises. Marketing on YouTube videos will give them a prior visual experience, encouraging their motivation to opt for the sessions. Again, remember that these are premium customers and will settle for the best experience.
As for example Yoga Burn has nicely launched “Yoga Practice of the Lockdown Challenge!“ on YouTube and getting very good viewership. Using video promotion Yoga industry can make their visual brand as well as they can earn money by video monetization technique.
#6 Improve Productivity with SaaS products
For effectively managing your yoga studios or programs, SaaS (Software as services) products are very helpful. You can easily manage entire yoga studio which includes:
Showcase multiple yoga session with calendars
Manage multiple yoga teachers and distribute the sessions accordingly
Online booking and payment collection
Populate emails announcing new sessions or updates about the session
Manage multiple yoga studios from your PC
This solution will empower your productivity and can enhance your business by eliminating non productive efforts and can help you to focus on your core expertise which is Yoga.
#7 Paid Marketing / PPC Advertisement
Paid marketing is the best way to acquire a new business by investing smartly in various paid channels like Google Ads, Facebook Paid advertisement, Twitter ads etc. We have helped various eCommerce businesses to generate huge revenue with the help of this strategy and can also replicate the same for you. Here is one real example for your reference:
#8 Content Marketing
Content is the life blood of internet and can make or break your brand within small time-frame. It is everywhere you look or listen. Content marketing through in house blogs and publication is a valuable tool to attract prospects and convert them into customers. The type of content should be closely related to what you are trying to sell. With a spiritual product like yoga, you should be able to inspire trust and confident through your content.
#9 Active Participation in local events & festivals
Yoga is more of an activity and you need to showcase your quality through practical means. Organize boot camps, beach lessons, yoga on water and other innovative activities that will make news and get the attention of your target demographics. You can also attend yoga festivals being held by various organizations around the world. Such activities will help you to built strong networks amongst peers and will give boost to your brand popularity.
The statistics clearly shows the tremendous growth opportunity for Yoga Industry and being a business, you must re-think your online marketing and business strategies to stay ahead with your competitors.
How OLBUZ can help you?
OLBUZ places itself as one of the leading agency having vast experience working in Yoga and health industry. Through our innovative IT products and marketing strategies, we can help your business grow in both length and form. OLBUZ curates highly personalized IT services and caters to precise business requirement, making you an effective online leader in your industry.
Need any help to boost your Yoga Business? Contact us now!
Have you already set up an awesome eCommerce website for your business which is working perfectly fine?
If the answer is yes, then what next?
If you really think that your work is now complete, then think twice!
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
Content marketing for eCommerce store
Natural link acquisition / Link building strategy
PPC advertisement and
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 eCommerce SEO Checklist
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:
# 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 firstname.lastname@example.org 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.
Do you own an online business or retails store? Looking to acquire more business this holiday season, this article is for you.
Last year (2018), the retail spending was around $853 billion during holiday season with eCommerce sales growth over 18% year on year.
With the holiday season knocking round the corner, it will be a busy time for shoppers and as such online retailers. According to Google’s data from last year, more than 37% of online shoppers starts their holiday shopping long before black Friday. During survey, over 37% online shoppers said, they complete their online shopping on or before cyber Monday.
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.
Over 37% Holiday shoppers said, they did majority of their shopping on or before cyber Monday or Black Friday
#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.
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. Google adword express is the best solution for small businesses who want to expand their reach to capture open market to increase online sales this holiday season.
Now, big shopping days are divided in to smaller span upon increased use of smartphone purchase. According to Google, around (37%) of shoppers complete their shopping before the week of black Friday or cyber Monday.
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 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.
#3 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:
More than half (53%) of shoppers used smartphone or tablets for holiday shopping last year which is up from 41% as compare to previous year. You will be surprised to know that nearly $1 trillion (28%) of all retail sales were influenced by shopping related mobile searches.
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 adwords 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.
#4 Consumer engagement
Consumer engagement is also 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 such, here are certain key elements of customer engagement:
Customize your website in holiday theme to give fresh look
Starting with a holiday oriented SEO strategy
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, Google+ 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.
Product review on Youtube:
According to Google’s shopping trends from 2015, over 80% shoppers watched product review on youtube to made a buying decision. This clearly shows the importance of having an youtube channel clearly explaining why customer should buy your 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 FameBit 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!
You allotted a decent budget to promote your business through Google ads and not getting desired sales. Are you not happy with the Google adwords performance? Does your paid marketing campaigns are not giving desired sales? Are you planning to stop using Adwords?
Wait! Before you stop using Google ads, checkout this article. It may happen that your team committing few common mistakes in managing Google adwords account. Here it is very important for you to learn about possible reason behind this poor performance? Therefore to avoid the common Adwords mistakes, it is necessary to take care of the following blunders and to avoid them in the future:
#1 Not doing proper research:
Doing a proper research is the key before you start any paid marketing campaign. The most important and the basic first step for Adwords advertiser is to understand the market. Research can be done by reading tips on industry blogs like Search Engine Land, Google Ads official blog or by talking to others who have advertised on Google Ads. If possible read Google AdWords blog daily and keep your self updated with latest AdWords update & features. It will give you better idea to experiment new things in various client accounts.
Here fundamental understanding of your market and the Google adwords features is highly recommended. It will give you better understanding of your target audiences and the type of ads you should run. So, start doing your research and understand the tool before you start promoting your business via Google adwords.
If you are an eCommerce business and looking to generate sales, you need to study Google shopping ads. They not only giving best conversion rate but also can reduce your ads spend as compare to search ads. Here is an example of how Google shopping ads display your advertisement on Google search result.
#2 Not using the right Keywords and Keywords Match Type:
Keywords research is the heart and soul of a Google Ads campaign, especially for the search ads. Thus it is beneficial to correctly judge your keywords before putting them into the campaign. The keywords should be such that they bring conversions and not just clicks. It is important to ensure that you understand your campaign type whether product or content to manage the set of keywords.
Break your keywords into small sets and use the right keyword match types combination (broad match, phrase match, or exact match) to optimize your campaign. But of course, this strategy would depend on what you want, traffic, impressions or conversion.
Don’t forget to add negative keywords list which includes terms you “do not” want to respond to, so as to save a lot of costs. In Google AdWords Negative keywords are most important factor as it saves lots of cost and will not show your ad on particular keywords. Here is one such example of the importance of negative keywords.
In every AdWords campaign there is common set of negative keywords which needs to include while creating any new campaign. You also need to identify that which negative keywords will come at AdGroup and Campaign level.
#3 Ad Copy – Not using multiple ad copies:
If you are creating one or two search or display ad copies, it is wrong practice. Testing advertisement copy is very crucial part while running a paid ads. It is the most compelling reason people click your advertisement and and hence, better ad copy can improve CTR. An ideal ad copy consists of a headline, your keywords and a persuasive call to action. It is wise to test your copy by trying two or three variants to find out what works best. You need to find out what actually will get you conversions thus it is wise idea to test different variations of everything.
You should finally choose a copy that gets you the highest click-through and conversion rate, or the lowest cost per acquisition. It is thus extremely sensible to trust numbers before making a final choice of copy. Here, you also need to understand the importance of AdWords Ad Extensions. Sitelink, Call out, Structured snippet, ratings and location extensions are the most common extensions that every AdWords users use in their campaigns. This extensions often increases CTR, Conversions, Clicks and Converion Rate so use them wisely.
In above ad copy you will find the maximum use of Ad Extensions which drives some useful information for the users hence the chances of clicks and conversions are high.
If the holiday sales are near by than you should set up your campaigns before one month with various ad copies. After setting up the campaigns within 1 or 2 weeks you will come to know that which kind of ad copies are working well for holiday campaigns and on the bases of that you can make necessary changes in it.
#4 Not knowing your customers Life Time Value:
Calculating the LTV for your customers is an integral part of your research to understand how much you can spend on Adwords per acquisition. By calculating this value you can decide how much to spend on your campaign. The Life time value should not be lower than the cost per customer for your campaign especially for an ecommerce business. If your customer stays with you longer that eventually the initial cost may be sensible. Kissmetrics blog provided detailed calculation of Life Time Value represented in Infographic on their blog.
#5 Not understanding the Adwords advance features:
Although the basic campaign set-up is easy yet they require various small setting to make it run better. It is up to you to educate yourself about the use of those features so as to get more results for the same money. Some of the helpful options are AdGroups, Ad targeting, Match types, Keyword insertion and Ad Extensions.
I strongly recommend keep reviewing new and advance features announced by Google Adwords team. They are really working hard to offer best Adwords features that can maximize your business using their tool.
#6 Not using Google Analytics with Adwords:
One of the most powerful marketing tools, Google Analytics is there for you at no extra cost. Connecting your AdWords conversion tracking to your Google Analytics can help you see all kinds of data that your campaign is generating. Google Analytics provides you the product performance report specially for ecommerce business which helps them to make AdWords strategies for particular products or product category.
Please note that, this is not a mandatory to use but if implemented properly, you can have a better data to understand customer’s behavior. This can directly impact your marketing strategy and can improve overall performance for sure.
#7 Not directing the Traffic to the category or highly relevant page:
The unique landing pages help the searcher connect easily with the information they seek, and this is much convenient for them rather than landing on your homepage where they have to struggle with finding what they came to your site for.
For an ecommerce site, it is a good idea to send people directly to the product page, bypassing the homepage and the category pages.
There is one added advantage of landing them on highly targeted page is to have a better Quality Score! Google adrank is defined based on your Quality score + bidding and having better QS can result in lower CPC.
#8 Not Testing the Optimal Ad Position for branding:
Positioning is important if your goal is to improve branding. It is obvious that the first few search results get more clicks and if getting clicks is your goal then do ensure you are on the top of the page but if your goal is conversion then your ad content will work for you.
One more important factor of branding in AdWords is that you shouldn’t ignore your own brand while running the campaigns. Yes, you need to run Ads on your own brand keywords. If your business is slowly achieving the goals and people come to know about your business after some time than they will directly search on Google by your business name. But, if you are not running ads on your brand keywords and some competitor grabs this opportunity than you will loose huge business.
So, don’t make this mistakes while running AdWords account and make sure your first campaign will be your brand campaign.
#9 Not knowing your competitors:
When you know who are you competing against and what ads are they using you are well equipped to build a strategy for yourself. It is important to know your competitors keywords and their landing pages to modify yours.
If you want to sustain in the market and keep improving your business than you must focus on competitors. Above report is fetched from ispionage which gives detailed report of your competitor like how much they are spending, which ppc keywords they are using and many more. Even in Google AdWords you can check Auction Insights report where you will find how other advertisers participating in the same shopping auctions. It gives you valuable insights for your Google ads account.
#10 For eCommerce – Avoiding Shopping Ads is a biggest mistake:
If you are an eCommerce brand and not running a Shopping ads, you are loosing great business opportunity. Shopping ads has a great importance for an eCommerce and this case study is a great example of it.
As explained in first section, you will have a great benefits of using shopping ads:
Only eCommerce portal can run shopping ads (less competition)
Your ad will appear with product image / ratings / price and other additional information. This can give you added advantage over search ads.
You can use various promotions (through Google merchant center, you can run promotion that will be displayed under your product ads). Better way to increase CTR.
Apart from this, there are various benefits of using Google shopping ads which is already explained in given article.
Over to you:
Just check the given mistakes and review your Google ads account to see whether your team is making these mistakes? These are very basic points but can really save your money and can improve the performance of your adwords account.
If you still need any help, feel free to contact us here by comment or through our contact us page. I will get back to you within 24 hours.
Technology advancement is directly affecting the consumer behavior and smart marketing strategies must be formed by considering futuristic approach. I have seen most of the brands brainstorming on ideas that can facelift their online branding by implementing this approach. Some times online businesses fails to understand their target audiences and as a result they can not generate expected ROI. In this article I will cover such unique ideas which are still in development stage and will really help you to tailor your customer’s experience with innovative concepts for your online business.
#1 Provide Tailored Shopping Recommendation based on Data Point analysis
If you have been following Amazon or Flipkart recently, you may as well have noticed the recommendation section after you login. This section presents products that you have previously viewed and products that have been frequently bought by customers looking for the search results you are currently entered. Provide recommendations which are based on your customer’s buying history and behavior.
Understand customer’s needs through their style graph which can largely determined by buying analysis. As a result, your eCommerce platform can present better recommendations and deeper discounts on products that really matters your audience. Promotional mails created in the right format and integrating well researched products can do the job.
#2 Personal Feel
These are the days of personalization and customization. Customers are already informed in what is best for them and where to get them from. However, they would be looking up to shopping sites to present something unique. Every shopping platform in the retail category sells sports shoes, but you can hope to make a difference only by bringing in special products. Be it local handicrafts of a region that are scarcely available for online customers or limited edition books, unique always make the cut. Think of ways in which you can appeal to the exclusive audience.
Goldbely is one of the best examples in this category. A Fancy Food Delivery startup, Goldbely has been able to come up with a unique service idea. This is perhaps the only service of its kind in USA that will be able to deliver customers Lou Malnati, Chicago signature deep dish pizza and Skyline Chile from Cincinnati to New York in a matter of hours! This is perfect for customers who have a craving for special foods. The success has been so impactful that Goldbely has recently acquired Intel Capital’s seed fund worth $3 million.
#3 Fast and Better User Experience can win half the battle
Whatever brand you may be, whatever products or service you may be selling, you are never far from competition. Many websites suffer from slow loading pages and the visitor is instantly encouraged to look for a different service provider/competing website. User experience has been voted to be the most important factor in visitor conversion and if your website isn’t fast enough, it automatically falls out. Now looking into the root, longer loading time is caused by bigger images, heavy graphics, complicated interface, heavy forms, and slow server speeds. However, it doesn’t also imply that bigger web pages need to be slow.
Taking instartlogic.com for instance, faster website performance is triggered by the use of Software-Defined Application Delivery (SDAD), front end optimization and faster content delivery frameworks. Complimenting services would include image trans coding, instant loading, flash/HTML streaming, DDoS Protection, Global Network Accelerator, PCI Compliance, etc. Accolades include the “Cool Vendor 2014” award by Gartner. They do offer guaranteed 20% faster solutions than any CDN.
#4 Offer Earning Opportunities
Every artist has a definitive mindset and will create products that are more or less similar. Appointing a team of designers with varied interests and different ways of thinking is the best way to come up with a well defined product line. However, there’s a limit to the number of artist you can appoint! For brands looking to get unique concepts, the world can be the workplace. There are many companies that bring in freelance talent and artists to give themselves a global edge. These freelancers are well paid for their work but the website too earns a lot of credibility and revenue by selling it back to the customers!
Tee Spring has successfully implemented this eco-system and achieved huge success. TeeSpring enable people to design and sell their own t-shirts and keep all the profit and as a result has a huge inventory of unique products to sell. Tee Spring is the only commerce for everyone platform unlocking earning opportunities for entrepreneur, artist or anyone across the globe and it’s a kind of workplace that every artist would love to contribute. Well, everyone is a winner here!
#5 Let Customers Bargain for the price
If you ever visited a roadside market in India, you must be acquainted with bargaining. Bargaining is a way of agreement upon price between both the customer and the seller. While the seller feels happy that he/she got the product at a satisfactory price, sellers do also keep their cut on the original price. The advantage? Well, every customer comes up with a different price. If your base selling price is 300 currencies, the customer might take it in 300 or even in 500 depending on his personality and paying capability. The seller is never at a loss but the customer is equally satisfied. Bargaining however is not a usual thing in the online marketplace. However, it can also be your brand’s competitive advantage in competitive market.
A striking example would be Green Toe which allows its customers to call their price inclusive of shipping and taxes. As a result, the site is popular among retailers and the one to match the customer price gets to sell his product. Unique, Indeed!
#6 Offer Personalized Promos
Some customers are more in favor of cash back on purchase than discounts. Some want their buy to be accompanied by a free accessory while others want an offer code on their whole cart. Offering such personalized promotional offers to customers can be a unique marketing advantage. While every customer asks for the least price, discounts can take several forms. Not everyone is comfortable with a “Buy 2, get 1 Free” offer. They might not need three products, but would rather pay a dollar extra for a single product if its suits the wallet.
Personalized promos can be a competitive advantage in upcoming time. If you check out Shopular, the personalized promotions have been helping in increasing the visitor conversion and ROI to a great extent. You would at once feel to have complete freedom on your purchase.
#7 Quick and Best Service can win the customers
The two differences between offline and online shops is the customer’s ability to get a first hand feel of the product and bringing it home and using immediately. A transaction is not complete until the product is safely delivered to the customer. In the era of “Cash on delivery”, this is in fact an important part of the customer experience. Today’s customers are willing to pay extra for fast delivery and high quality of service. On the other hand, any problem in the delivery process can bring quite a lot of discredit.
A good example would be Spoon Rocket, an online retail store specializing in fast food delivery process. The popularity of this platform has growth to an extent that it has been growing by 10% every week since its inception. Further, Spoon Rocket boasts of a 40% repeated customer rate! All of this has been made possible by a highly appreciable median delivery time of 6.5 minutes.
The retail business is not easy these days. Not only is the competition increasing but the customers are more informed and demanding. By providing unique and innovative services and facilities, you can not only beat your competitors but also built loyal customer base.
Over to you!
Are you one of this start-up and have implemented such innovative concept in your businesses? I would love to hear you!
Need any help to plan your marketing strategies? Contact us now!