Having great products won’t get you very far if nobody knows about them.
How about marketing your products to the right shoppers at the time they are most likely to purchase? That is the power of ecommerce advertising with Google Shopping Ads!
You will first need to define your ecommerce advertising goals and then select the right strategy to take your online store to new heights. Understanding the evolving role of advertising is also important when planning your advertising strategy.
Today’s consumers want more than just information. They’re looking for purpose in advertising, and each target audience has different values and expectations.
What are the goals that are driving your ecommerce advertising campaigns?
Read on to learn more about the different strategies you can employ for effective ecommerce advertising.
Define your goals
Let’s say you have a B2B (business to business) ecommerce store and you decide your business can reach more qualified customers by investing marketing dollars in online advertising campaigns.
You go to Google and begin the process of starting a Google Ads campaign. Easy enough, right?
Not so fast.
Before you begin your ecommerce advertising campaign, you have to first ask yourself: what is my end goal for marketing my store?
Defining clear goals, or marketing objectives will ensure that you spend your advertising dollars wisely and get the most marketing for your budget.
So what are some common goals that drive B2B ecommerce stores to start a Google Ads campaign?
Google groups all ecommerce advertising goals into three general categories:
But, how do you know which goal is right for you and your business?
If you need the cash register to ring, so to speak, then you’ll definitely want to set a sales goal. In this case, Google will focus on two things:
A lead generation goal focuses on building targeted brand awareness for lasting customer retention. Lead generation goals take a longer-term approach compared to sales goals which are considered short-term goals.
They focus on building a robust database of dedicated customers through email collection and newsletter marketing. The intent is that as you build a relationship with this new network of customers, they will return to your store again and again.
Last, but certainly not least, website traffic goals drive as much traffic as possible to your B2B ecommerce store or other websites you choose to advertise.
A website traffic goal simply means getting as many people as possible to click on your ad and your website. Because this is a less targeted approach, you are less likely to build long-term customer relationships with this goal.
So far we’ve defined the three most common ecommerce advertising goals. Here are some strategies to meet those goals:
To achieve your immediate sales goals, e.g., “make the register ring,” a Google Shopping campaign is a great strategy.
Using this tactic, Google will show off your products to high-intent shoppers at the right time. Your products will be seen by your target audience at the moment they’re most likely to make a purchase.
Additionally, Google will provide metrics to track the performance of your Google Shopping campaign. You will see in real-time, the number of clicks your products and website get as a result of your ecommerce advertising dollars.
For leads goals, consider running a Google Search campaign.
While Google Search campaigns can be customized to meet any of the three general advertising goals defined by Google, they are particularly best for generating new leads and building brand awareness.
Google helps you to define who those potential customers and leads might be: who is the target audience most likely to be interested in your offerings?
Ad extensions can be added to your Google Search campaigns. These provide more information about your business and link people directly to your website or mailing list sign-up.
Next are Google Display campaigns, the last strategy we’ll review here.
Google Display campaigns are commonly used to meet website traffic goals. Their purpose is to promote your brand and generate interest in your products by advertising them to Google users who are browsing related websites and YouTube videos.
Display campaigns can be very impactful due to their massive reach. According to Google, its "Display Network" reaches over 2 million websites — that's 90% of internet users worldwide. These are most frequently seen as banner ads, which appear as long thin advertisements in the margins of related websites.
Interstitial ads are used on apps for mobile devices. They are another favorite for display campaigns and are usually placed at moments of transition points in the app. These are essentially "pop-up" web pages that show your products before the Google user is redirected to the intended site.
Get Started! Google Ads and Shopping powered by Kliken
So now you know the basics of ecommerce advertising! And whether you’re just starting out or you want to take your existing ecommerce business to the next level, Kliken is here to help.
We make the process of syncing your store with the Google Shopping & Ads platforms seamless. So you can start running Google Ads campaigns almost immediately — we'll deal with the onboarding headaches.
By now you should have a better sense of your ecommerce advertising goals. For example, a B2B ecommerce retailer who is consistently meeting his sales goals may resolve to launch a Search campaign to generate more leads and build a larger customer database.
Regardless of your individual ecommerce advertising goals, Google Shopping & Ads powered by Kliken is here to help you meet them.
As the world’s #1 Shopping and Ads marketing platform, Kliken has helped over 1,000,000 small businesses worldwide grow their sales on Google and get a return of up to 7x their original ad spend. Its proven marketing solutions can help you to unleash the potential of your ecommerce business.
Learn more about how customers use Kliken to grow their businesses online here.
Author: Michael Arnold
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.