Due to its
direct impact on revenue, digital advertising is one of the most effective ways to grow your e-commerce website.
One of the great things about the internet is that everyone has the opportunity to gain consumer attention.
While there are a lot of ways to capture that attention, digital advertising helps give your online business the ability to compete with any large retailer out there, now.
Whether you’re someone who wants to start an e-commerce site or you’re already running an online store, here are a few of the ways that digital ads can increase your sales:
1. Immediate Visibility
As the old saying goes “time is money” and that’s certainly true when it comes to a small business. Building an organic online presence takes time, and it’s time that you might not have as your inventory sits around.
Digital advertising is a fast track to the top of Google’s search results in your industry, increasing the likelihood of capturing valuable search traffic. You can keep your business moving by selling products immediately while you continue to build your online reputation.
The same theory applies to social media. Rather than waiting months to grow an organic following on Facebook or Instagram, you can start by putting your products directly in front of your target audience while picking up new fans and followers along the way.
2. Platform Diversification
In today’s competitive sales landscape, you can’t expect customers to seek out your product and your product alone. Online shoppers are more educated and utilize multiple platforms during their decision-making process. You need to be where they are, and PPC helps you do just that.
Targeted ad campaigns on Google, Facebook, Instagram, and Amazon allow you to build awareness and name recognition for your products. Taking things one step further, Google Shopping and Facebook Marketplace ads put your business in front of customers who are already actively looking to buy something.
3. Mobile Optimization
These days, it’s just as likely that your potential customers will be buying things on their phones as on a computer. In fact, more than 40 percent of all e-commerce sales occur on mobile devices. That number is expected to grow to 54 percent by 2021.
Google has also made significant updates to its mobile search results to favor paid advertisements. As these changes have made it more difficult to rank organically, they allow more opportunities for you to get in front of your target customers using PPC.
Our digital ads are designed to reach customers no matter what device they are using to search for and buy products. They are automatically optimized to fit any screen and display only the information that makes sense on each type of device.
4. Remarketing Campaigns
As you probably know from your e-commerce metrics, customers rarely click “buy” on the first pass through your site. They might make it as far as putting something in their cart, or maybe they don’t even get that far.
Either way, PPC lets you serve up gentle reminders about the items they viewed through retargeting campaigns. The products someone viewed on your site will show up on their social media feeds, and even when they are shopping on Amazon.
You can change the ads based on how many times someone has visited your site, or where they are in the sales funnel. Those visual reminders might be just enough to get them back to your site to complete the sale.
5. Measurable Results
Finally, data is everything when you are starting an e-commerce business. You need to understand where your money is going, and how your campaigns translate to revenue.
With PPC advertising, there’s no guessing about your return on ad spend. Everything is right there in black and white on your campaign dashboard. Ad results are integrated into Google Analytics via enhanced e-commerce tracking, so you know where people are coming from and how they engage with your site once they get there.
An example of this is the Shopping Behavior Analysis, pictured below:
Need help promoting your e-commerce store?
If you’re ready to take the plunge into digital advertising or looking to improve your existing return on spend, let our team at Ten26 Media help you make the most of your budget. Contact us to learn more about how we can help drive sales to your e-commerce business.
As the Head of Ten26 Media, Jason works directly with business leaders to create digital advertising strategies that improve return on investment on Google, Facebook, LinkedIn, Instagram, and more. During his downtime, you can find him exploring Colorado with his wife and dog, hanging with friends, or playing football.