Advertising Your Ecommerce Website online: Basics

04 Jan 2016

With this article we will begin series of articles related to online marketing. We will try to answer the question – what is the most useful way for you to promote your online store? So, stay tuned for part two, and hopefully we will help you choose the most effective solution!

Ads ads ads.

Masses love them, masses hate them.

According to a research conducted by PageFair and Adobe, there are now 198 million active adblock users around the world.

What a number huh?

Yes, for some, that is the first extension to be added to the browser.

For others, it is a way of getting a business/product/service on the map.

A source of income.

Method that will help expand reach.

Investment that will attract new customers and associates.

Here is a message from Forbes..

Forbes Landing Page

But, the fact is – things have changed.

So, let’s go back for a moment and see what are the possibilities if you do decide to run campaign that will rely on paid ads in order to attract buyers to your online store, and invest efforts into increasing conversion rate on your store.

Google Search Ads

These are ads that show up next to the results when browsing.

Simply, you start your search by entering keywords, you get the results, aand – you get the ads.

In order to publish them, AdWords platform is used and it essentially function based on bidding.

It is an auction system where all the interested parties gather and compete for the keyword, crucial for their business.

They also determine the frequency, budgeting etc.

Here is what we got when we searched for eCommerce:

Google ads

PPC – Pay Per Click

Definitely the most popular marketing model – on Google, as well as on Bing.

Pricing model is based on the number of clicks that a particular ad has generated.

There are so many benefits when it comes to using PPC.

Even if you are not an expert, benefits are quite obvious.

Firstly, you do pay per click, meaning – you only spend your budget for those that are actually interested in what you have to offer.

Which brings us to point number two – budget.

You can easily determine your budget and stick to it!

You can decide how much do you want to spend on daily bases and avoid risks, but also be flexible with the way your budget is handled.

You can easily target your audience and location..

AdWords location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups.

Or use custom ad scheduling..

“You may want your ad to show whenever a customer searches online. Or perhaps you only want to show your ad on certain days, or during business hours when you’re there to handle customer inquiries. For campaigns with “All features” enabled, you can use custom ad scheduling to:

  • Specify certain hours and/or days of the week when you want your ads to show
  • Set bid adjustments to increase or decrease your bids for specific days and times.”

Bing Ads

Similar to Google, Bing also uses PPC model – you pay per click

. Ads appear through Bing Ads Servis once you create your Bing Ads Account.

Have in mind that you can easily import all the preferences if you have previously created campaign with Google Ads.

Quite convenient!

Bing Ads Import From Google

Also, you will soon discover that it is much more affordable than Google Ads.

That is why we suggest you try a little bit of everything if you are a beginner.

After a while, according to your marketing strategy, you will have an insight into what works best for your store and choose your favourite!

Google Displays Ads

Google display ads are in form of a banner and they show on Google Display network, ie. web of commercial websites that have agreed to display these ads.

Google Display network includes YouTube, Gmail, Blogger and other Google services.

It can be in a form of a text, image or even a video.

You can set them up and start using them through AdWords platform.

Also, Google Display Ads will let you target customers according to topics or keywords and perform remarketing, if needed.

Moreover, it is advised to begin with remarketing.

Surely, it makes sense, since those people already showed interest in what you have to offer.

YouTube Videos

As we mentioned, it is part of Google’s advertising network.

Ever since Google acquired YouTube, creating ads has become simple and quick.

Formats vary and you can target wide audience.

Advertisers can choose between banner ads, in video overlay ads that show as a pop up in video, or in stream video ads that appear before, during or after users have found desired video.

As we said, with this article we have barely scratched the surface.

Stay tuned for part two and master online advertising by the end of our series of articles.

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