Fashion Digital Marketing

How to enrich the efficiency for your Ecommerce Shopping Ad Campaigns

Advertising has emerged since time immemorial, to become a pivotal driving force behind the present economy.

Digital ad spending across the globe has been increasing significantly. Also, according to the report by eMarketer, the overall ad spending will increase every year owing to the exceptional benefits to the brands.

However, the efforts required for building an effective eCommerce advertising strategy could not simply be underrated.

As it encompasses a fierce competition for your products to have enhanced online visibility in contrast to your counterparts.

Key aspects to look at, before initiating an eCommerce advertising campaign:

The best ad in the world won’t get you good results unless you have a well-structured eCommerce website to serve the search engines crawling and better user navigation.

Hence, before getting anywhere onto the process of leveraging ad campaigns, there are few things to be looked into like check this blog post on How to build Link Structure of your E-Commerce website & get it right?

Hence, before getting anywhere onto the process of leveraging ad campaigns, there are few things to be noted down.

Know your target audience

You should focus on:

  • Who is your target audience?
  • What matters the most to them?
  • What excites them?
  • What problems do they demand to resolve?

Before you even start thinking about budgets, ad fashion copywriting and A/B testing, you need to create a detailed buyer persona.

This will certainly assist you to create ads that resonate with your potential audience by directly addressing their requirements, needs, and pain points.

Moreover, leverage Google’s Audience report that will supply you the essential information about your exact audience source, what sections of your eCommerce website they usually engage with, and whether or not they are converting into final customers.

Efficiently optimize your eCommerce online presence

Undoubtedly, before spending a single penny out for ad campaigns, make sure your website is aligned with the visitor’s alignment to convert them into final customers.

Mobile-friendliness
It is critical to eCommerce success, as the majority of all online searches are executed on mobile devices,. Make use of Google’s Mobile-friendly testing tool to assure that customers could navigate your site on mobile seamlessly.

Offer multiple payment options
Offering multiple payment options is useful as most of the buyers will abandon a purchase if in case, their preferred payment option is not available on your website.

KISS (Keep It Super Simple)
Given the fact that cart abandonment can cost you severely as lost sales. The sales process super simple which makes it effortless for customers to give you complete their purchase.

How to enrich your eCommerce shopping ad campaign?

To paint a better picture of the current landscape, we have pored through a collection of reputable studies and our expertise. We have leveraged that information to compile this authoritative list of the tactics that you must employ for optimum results.

Leverage Single Product Ad Groups (SPAGs)

For those who are unfamiliar with the term “SPAG”: Single product ad groups are a proven method of structuring Google Shopping campaigns to render the maximum command over when your ads show up.

Simply; an ad group that contains only one product.

Just because each product has a different margin, these groups enable the marketers to set bids for each product individually.

Furthermore, these ad groups also allow you to pause individual products that aren’t fetching good results along with the option to create negative keywords for specific products.

The chief benefits associated with the SPAGs are:

  • Marketers can control bids at the product level
  • Can easily make bid modifications at the product level
  • Create negative keywords at the product level.

In a nutshell, SPAGs allow you to pinpoint your best selling products and group them from non-performing products. However, in the beginning, when you’re setting everything up it may require time for a perfect execution but the advantages to name some: increased sales, improved ROAS, and lower cost per conversion makes the overall process worth it.

Highlighting Sales, Discounts, and Exclusive Offers

Showcasing sales, discounts, and exclusive special offers is a secret tactic if you want to move products quickly?

Both the potential and existing customers love a great sale.

Just because the opportunity to save while getting something great is usually irresistible and the emotions further elevate when they gotta know that the sale is almost over and that they need to act now.

It’s the urgency combined with a little bit of loss aversion which is practically effective.

Hence, just make sure that you mention ongoing special offers or sales. Do this in your ad copy for search ads to help you stand out from your counterparts.

Recent ad copy by Calvin Klien is a paragon here,

Utilize negative keywords for fine-tuning your campaign

Though Google shopping listings a boon for marketers, yet the system is far from perfection.

One of the chief issues that advertisers face is the lack of keyword targeting.

Meaning your products can sometimes be displayed as a result of completely irrelevant search terms.

Consequently, some ad campaigns experience high spending in contrast to conversion ratios, low click-through rates, and low ROIs and ROAS.

Is there a fix? Yes!

You could keep the ball spinning in your court with a mere negative keyword work and could boost your campaigns’ ROIs and ROAS.

Given that there are no keywords in Google Shopping, marketers rely on Google to find the most relevant keywords for your product. However, you can assist Google by writing excellent product titles and descriptions.

But the imperfection sometimes leads your ads to show up for entirely irrelevant search terms.

To serve the purpose, use negative keywords in your Google Shopping ad campaigns to hinder your ads from showing up when certain search phrases are used. This will decimate the unwanted clicks that are dubious to turn into final conversions.

The benefit?

You will save money by shedding unwanted clicks, which aid in the enhancement of your product performance while improving the click-through rate of your ads at the same time.

How?

Use Google Search Term Report to check which search terms are associated with your ad group’s keywords. Then analyze, if some keywords are more or less likely to lead conversions than others.

For example, if you find that your ads are emerging when a user searches “[product name] reviews”, and these searches are not converting, then it would be wise to add “reviews” to the list of negative keywords.

Competitive pricing

Though it’s a human tendency to bargain, certainly, shoppers are not an exception.

Let’s assume you are having three ads on your screen for similar products but distinctive prices, which would you click?

Probably the one with the lowest price.

Similarly, a majority of online searchers will click the ads offering competitive pricing.

Factually, it would not be mere beneficial to create ad listings, if your products don’t possess competitive prices.

Look at the infographics by Wordstream signifying the utter importance of pricing on product conversion rates. The two similar products from a single shop pose different results owing to the pricing factors.

Hence, it is vital to keep a check on the prices in relation to your competitors while keeping an eye on your conversion rate.

Finally

Execution of an effective eCommerce advertising strategy is not a piece of cake though. You have to toil at the maximum of your abilities to reap enduring results.

Given the fact that the digital space is evolving at a faster pace, certainly it would bring a lot new tactics and strategies for the marketers to perform their duties well. However, for now leverage the above mentioned strategies for a successful advertising campaign for your eCommerce business.

Need any sort of assistance to optimizing your e-commerce campaigns or want to know more as to which eCommerce Ads Strategies should you be focusing on in 2021?

Learn more on how our Fashion Digital Agency can help your brand. Contact us today

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