If you are starting out new, paid ads could be a valuable strategy to have because of its high ROI. Recently Google, as well as social media channels, have made it easier to run paid ads and reap its benefits without breaking the bank. Today, in this blog we are going to discuss the top Paid ads strategies that you can employ today to start increasing sales.
01. Facebook Advertising:
Facebook advertising has a unique advantage over almost all the other internet advertising channels, which is that you can target your ads by:
Types of Facebook Ads:
While there are many types of Facebook ads, here are the 8 types of Facebook ads you will need for your eCommerce store.
- Domain Ads
- Multi-Product Ads (Carousel Ads)
- Offer Ads
- Video Ads
- Lead Ads
- Dynamic Ads (formerly Dynamic Product Ads)
Domain Ads (Clicks to Website):
This will either be a desktop or right-column ad. It is also known as ‘Page Post Link Ads.’ The important point you have to remember here is the fact that it’s a single image ad, with an optional text description above, as well as link description below that links to the website.
This is one of the most commonly used ad formats. It works perfectly with Facebook Pixel on your site where every visitor that clicks can be logged and retargeted on Facebook later. Although it was once a strict rule that no more than 20% of the images could contain text. This is no longer official, still, you will not be able to run you ad if you have too much text.
Multi-Product Ads (Carousel Ads):
This ad is great when you don’t know which product your customer would like more. Among the carousel, Facebook will automatically optimize your ad to have your most clicked image appear first. This greatly increases the likelihood of Facebook users visiting your website after seeing it.
By giving your prospects a wide range of products, there is also a higher chance of them finding the product they need, thereby building brand value and trust.
It is perfect to target users who are already familiar with your brands such as fans who have liked your page and those who have visited your website previously. However, instead of just sending people to your website, this ad gives customers two options:
- A discount code with an expiration date.
- A barcode that they can use if you have a pop-up shop for your online-only store.
Video ads are perfect for both brand awareness and retargeting. I have already told you about videos and how you can market it on YouTube. However, you have advertised the same here, if you really have a killer video something that’s worth your customer’s time.
Moreover, you can retarget them with further ads based on the duration of the video they have watched.
It enables you to collect information from the users on Facebook. Here, Facebook does most of the work as it automatically fills in all the information it can such as user’s name, email address, or phone number and so the user doesn’t have to. Although it looks like a standard app, when users click on it, they will see a pop-up with fields for Name and Email.
After collecting the lead, you will have to download it manually and then upload it to your CRM. However, with lead ads sync, you can have it automatically synced to your CRM of your choice, whichever follows-up immediately with an email to their inbox.
This is an interactive ad to boost customer interest and engagement. But, it is not actually in the ad section.
To create a canvas:
- Click ‘Publishing Tools’ on your page
- Click Canvas
- Create your canvas
After creating this canvas you will get a unique link. You will have to copy this link and then go to the Ads Manager. Here you have to execute the following steps:
- Create or edit ‘Clicks to Website’ or ‘Website Conversions’ as the campaign objective.
- Enter the Canvas URL.
These dynamic product ads provide a way to show single or multiple products to users who have already visited your website. Based on visitor behavior you can serve multiple different ads to a different group of people based on their interest.
- After a customer has visited a product page on your website, you can then show them the same product through a Facebook ad.
- When cart abandonment happens, this ad can be used to show shoppers the products they have added to their cart but haven’t yet purchased. This may eventually lead to sales.’
- Once the customer has purchased some product, you can employ this ad to provide them related products on facebook.
The dynamic ad is based on data collected from the website and modifying to provide a personalized experience to the customers.
02. Google Adwords:
Adwords is Google’s advertising network which allows you to place ads on every Google search result pages. I believe no other paid ad campaigns can give better ROI than Google ads. The way it works is you tell Google to place your ads on their search pages preferably at the top. Every time a user clicks, you will be charged a small fee and it’s upon you to convert. When you want traffic, Google is extremely good at doing that, all you have to do is be prepared for them to convert.
To start advertising, go to adwords.google.com and start creating your ad. Here’s the basic that you need to enter:
- The headline: It is the most important piece of text. This is the first line you see in blue color with the link to your website. It has to be good as this is the one that will decide if the users will click on the link or not.
- The description: It plays a slightly minor role and is typically written as if Google is speaking on behalf of you, so write it likewise.
- The display URL: it is simply the webpage URL, however, it can be different than the destination URL.
Before you choose your keywords and budget it’s best to start with a small and manageable campaign. The key is to hone your skills and learn how it works. Select only a few targeted keywords and create different ads for each item. Most importantly keep a daily budget even $50 a day is enough.
- First, make an ad group for each type of product you sell: Make it more specific. For example, if you sell lights, make an ad group for ‘indoor lights’ and another one for ‘outdoor lights.’
- Make at least two ads for each group: You will have to test these ads and see which one works. It will be critical for scaling and improving your ad profile.
Choosing your keywords:
Consider your brand name: If you are already popular, you would want to include your brand name. Suppose your brand name is ‘Tejas’ and you sell ‘lawnmower’ so the possible keywords would be:
- Tejas mower
- Tejas lawn mower
- Tejas electric mower
Branded keywords generally give the highest ROI than other keywords.
Survey your customers:
It is of paramount importance. Every time you convert a prospective customer ask them why they chose to purchase a product from your eCommerce website. Over a long period of time, you will have probably collected a lot of answers. You will see many recurring patterns which you have to take note of.
Use the language of your prospects as a keyword in your Google ads as well as in your copy. Chances are it will covert easily as it will have fewer competition.
Start local ads:
Take advantage of your demographic by advertising to local customers exclusively. Now you can tailor your ad copy to target a specific geographical area.
To adjust your geographical settings, go to campaigns and then to locations and you can designate your preferences.
To advertise locally you can choose specific keywords such as:
- Specific products with their serial number.
- Specific brands are high in demand.
You may end up dominating your local market and even take over large retailers. You should spend time money to exploit your local presence.
Choose a Competitive Keyword
In every industry, there is always a few keywords that on one hand drive huge traffic and on the other hand, costs a lot of money to bid on for AdWords advertising.
If you have a big budget and are a master in AdWords, you can really do wonders. You have to create a strategy to gain positive ROI as well as compete in your niche. Otherwise, you will spend out all your budget and even quit for not getting any result.
Here the problem of stopping and starting AdWords advertising is that you will ruin your quality score. This is a metric Google gives advertisers. Typically the better the quality score, the better the position and rates you will get for your ads.
When you are selling something unique and probably an unknown product in the market
When you are selling something unique and hopefully new, it is the best product to market in your niche and achieve success. But, it can be difficult to market in Google AdWords. Still, you can try and approach it differently. Here’s what you can do:
- Survey your existing customers – You could start by surveying and getting feedback from your existing customers. Try asking them questions about your product; ask them what they liked? What they didn’t like? How they found your product? If you are selling jute slippers as them how they found your product, what exactly were they looking for, and what they expect from the product.
- Find out the benefits of your product – Just like surveying, you should find out the benefits and key selling points of your product so that you can craft keywords based on your finding.
This is probably the most important part of your AdWords campaign. Here, a conversion means someone clicked on your ad, came to your online store and purchased a product. Here, you have to keep track of the ads that worked and those didn’t. This will help you create better ads for the same product.
What to do when your ad is not converting:
- Wait – Ensure that you have given enough time to your ad to run before concluding that a certain keyword is not performing. If you decide to take it off just after 24 hours, you are not getting enough data to support your decision.
- Pause the keyword – Suppose even after a few weeks of ad display you keyword is still not performing then it’s probably time to pause the ad.
- Create a new ad group and ad – What if your product is truly unique and you are certain that it will sell well, then you have to create a better way to catch your customer’s attention and refinement. Here, you should create a new ad group for that particular product. In most cases simply using the brand’s name and product type as keyword and as headline works great and gives a better ad performance.
See without knowing the conversion rate, you could be wasting a lot of money on an advertisement without any return. Hence, it is essential that you set up a conversion tracking system.
03. Buy Banner Ads:
First Let’s Take a Look at the Problems of Banner Ads
First of all, the user didn’t come online to check out your banners. So, you have to create an ad that can disrupt what the user was doing in the first place. You have to kinda drag his/her attention towards your banner.
Web surfers are most likely engaging in social media, searching for information, or watching a video. So, users are most interested in these three things and your banner isn’t going to provide any of these. Which is why many are focusing on ‘inbound’ marketing.
Another problem is that because it slows down the website as well as the computer, many have installed ad-blocking software.
Creating a successful banner
- Find Relevant Websites: Target only those website where a maximum of your audience hangs out. Find your niche websites and place banners strategically. If you keep showing your banner ads everywhere possible, you will have to pay a high price for poor ad performance.
- Creative Ad Artwork: Many marketers don’t stress much on the design, artwork, and graphics; however, they don’t realize that the artwork is the first thing they are going to notice and will be responsible to bring a customers attention.
- Test: The first banner you put up is the only one where you will be throwing a dart in the dark. From there on you need to keep a track of your ads’ performance and modify your message, copy, destination pages, and artwork strategically to make it work for you.
You have to give some thought as to where you will take your users from your banner ads. This is what we call a landing page and it can be any page, but with some consideration to its relevance.
Home Page: Only if you are planning to build your brand and your ad is about your brand in general then send traffic to your home page. But, don’t forget that it will not help you convert anything. So, if your advertisement is about a product, then the homepage is not the right place.
Category Page: If your ad is about a category of your product then send it to the category page. Suppose you are giving 10% off on all electronics products; here you can set the category page as the landing page. However, you have to pre-sort your products on your category page beforehand to either show the lowest priced items or the most popular items.
A Product page: When you are advertising a specific product, something that is exclusive to your store, you can send your ad traffic to a product page directly. 99% of the time this will result in higher conversions.
A Promotional Page: Sometimes you maybe just giving away some product or want people to enter a contest or book a spot for a product launch etc. In these cases, you should send your traffic directly to a promotional page.
Buying a Banner Ad
One-off banner ads:
Find out all websites in your niche industry and sort them out based on their popularity. Then find out which one of them have an advertising program. You can reach out to the admin of the websites and ask for their advertising rates. In most cases, this is the best bang for the buck when it comes to banner ads.
Next, you have to plan for how long are you going to advertise your banners on their websites. The longer the better and a deeper relationship with your customers. This is where you need to think of how your ads are going to change over time. Strategize its theme copy and landing pages in advance.
Ad networks are the middleman between you and the websites your ads will be on. The advantage is that you will be able to reach a larger audience and will have access to a number of websites in a short time. On the other hand, it may not be cost-effective, plus you don’t get to create a close relationship with the website admin.
Here is a list of some popular website advertising networks:
- Google Adwords
We suggest you contact your niche website by yourself. However, if you need a wider reach go for ad networks.
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August 2, 2019