Are your Amazon and eBay sales going through the roof but your website sales lagging behind? Your website isn’t going to bring in sales on its own, so you need to invest in marketing and importantly, driving traffic to your site. Here’s how you can make your website fit for purpose…
Shopper behaviour has changed dramatically over the last two years. Consumers are more reliant on their smartphones for making purchases and checking prices and availability on the fly. As a result they’re less brand-loyal – why pay more and wait for delivery when another store has it in stock, with free delivery, at a lower cost? In fact, consumers have more choice than ever before.
With that in mind, here are a few expert tips to help kick your marketing campaigns off with a bang:
Essential for all online retailers, Google Shopping will get your products right in front of consumers searching for anything from bathroom taps to birthday balloons. Google uses your product feed to pull in all the information it needs, then displays it to waiting customers exactly when they’re looking to buy.
Typically, Shopping ads will take up to 25%-35% of viewable space on the search results page and they’re often the only visual content, meaning the shopper’s eye is drawn directly to them.
When you’re searching for your next pair of trainers on Google, you’ll find that sponsored (paid) ads take up much more space on the page than they did three years ago. The combination of shopping ads and sponsored ads leave organic listings with around 25% of the viewable page space.
PPC ads give you excellent control over where and when you appear for relevant search results and allow you to target users throughout their path to purchase.
For example, an initial search for jeans may lead to a more refined search for black jeans, then finally a ready-to-buy search for Superdry straight black jeans. As a rule, the more specific the search term, the closer the consumer is to making a purchase. So while an ad for Superdry straight black jeans may attract fewer clicks, the people clicking on those ads have a higher propensity to buy. Finally, the more specific keywords will be cheaper to ‘buy’ – it’s a win-win all round.
If you can identify your target audience and you know they’re active on a platform, the range of targeting techniques and ad formats available via social media channels are great for driving targeted traffic to your site.
As ever, on lesser-used platforms the cost-per-click is cheap and while the volume of clicks is lower (for the time being), they’re no less worthy of a mention here.
Consumers rarely buy the first thing they see from the first site they visit. They shop around for discount codes and offers before they make their decision.
Remarketing gives you the opportunity to get those visitors back to your site, rather than a competitor’s. Clever remarketing – think beyond ‘come back and buy’ messaging – using segmented audiences, dynamic product insertion and special offers will ensure you get much more bang for your buck. Finally, don’t just use Google for remarketing. Most social platforms also offer remarketing, and if your audience is there make sure you are too
Ensure your ads are running across all devices and that your site works well (all the way through to conversion) for mobile visitors. In 2017, mobile commerce is set to be worth over $100 billion in the US alone.
By 2018, one in every four dollars spent online will be spent via mobile. Those dollars are making the case for you to be present, no matter what stage of the journey your potential customers are at.
Above all, make sure you’re targeting your audience – whether they’re existing customers or prospects – with the right message at the right time. More relevant ads tend to earn more clicks and appear in better, more valuable positions and bring you the most success.
Not only will they heighten awareness of your brand or message, the more pertinence they have with your audience, the more it will decrease your cost-per-click, saving you money. Non-relevant ads will serve up fewer clicks and may not even show up at all.
Written by Donna Moore, Marketing Manager for SearchStar, one of the UK’s leading independent PPC and digital media agencies. Experts in pay-per-click, display, conversion rate optimisation and Google Analytics, they achieve outstanding results by forging strong client relationships and applying hard-working digital strategies.