In this post you are going to learn:
- 3 AdWords strategies to Increase Sales
- Basics of Direct Response Marketing
- How to identify and target your Top Prospects
- How to implement Dynamic Marketing
- How to magically clone your Best Customers
Time Required: 45 minutes
Toolkit – Google AdWords Toolkit
AdWords Tactics to Increase Sales
In this post are three simple marketing methods that all ecommerce sites should implement in order to leverage their sales. Wether you are starting a new ecommerce website or re-evaluating/improving your current one, your sales can benefit from these ecommerce marketing methods.
Direct Response Marketing
Before we dive into these methods, let’s take a step back to review the basics of Direct Response Marketing. If you haven’t heard of this before, you should become familiar with it, as this should be an important part of your thought process.
Direct Response Marketing is all about getting the Right Message to the Right Person at the Right Time. In order to determine if these three components are in alignment, you can look at the Measurement of Response to the Call to Action. Using these numbers, you can see if your ads are working and to what degree.
Every marketing campaign has/should have a goal, such as increasing sales. If your sales are not increasing, then you need to evaluate each of the three components. Did your ad have the Right Message? For the Right Person? At the Right Time? By adjusting these three factors, you should be able to identify your ideal message, audience, and timing.
Remarketing is one of my favorite strategies. It allows you to reach people who have previously visited your website, but did not take the desired action, such as purchasing an item or signing up for an email list. This campaign allows you to have ads that follow them around the internet.
These ads can be tailored depending on what part of your website they were viewing. Essentially, this sets you up nicely for delivering the Right Message to the Right Person.
There are a multitude of reasons why someone didn’t purchase an item on your website when they were initially viewing the item. Perhaps their friend texted them, or they were viewing the item while waiting in line, or their kids got into the cookie jar. Regardless of the distraction, it prevents you from reaching your consumer at the Right Time.
By using a Remarketing Campaign, you increase your odds of reaching your consumer at the Right Time by reminding them of your product at a few different times. This, in turn, increases your conversion. The Google Display Network that will display your ad covers a wide area of web browsing, include blogs, articles, YouTube, and Facebook.
The way this works is, after you’ve set up a code on your website, if someone visits your site, they will get a cookie on their web browser. When the user leaves your site and looks at other websites, the cookie triggers your remarketing ads. Through Facebook, your ad not only follows the browser cookie, but also the individual user.
Ecommerce AdWords Strategy #1
Collect and Target Hot Prospects
The first ecommerce marketing strategy is to set up a Remarketing Campaign, targeting the top hot prospects. Your top hot prospects are individuals who have added a product to their cart or visited your check out page, but did not complete the purchase.
These consumers have expressed interest and buying intent, therefore, they are far more likely to convert into a sale than someone who has only visited your homepage.
Remarketing allows you to show the consumer not only the product they were viewing, but also the message you wish to convey. This is the first campaign you should set up, because you are going to see the highest return on investment (ROI).
An extra tip is to utilize a special offer in your remarketing campaign. This will increase the enticement factor to the consumer. The offers can be discount, free shipping, or even a bonus offer.
ecommerce adwords strategy #2
The second strategy is to implement a Dynamic Remarketing Campaign. This campaign combines your google shopping feed (previously called product listing ads) with the visitor history for hyper relevancy. The way this works is if someone looks at a couple of products on your website, google will note the products then utilize your google shopping feed to create a banner with the exact product they were viewing.
This campaign does require some coding and is a little more difficult to set up, but the return on investment is worth the time to figure out implementation or the money to have someone set it up for you.
This is a mini obstacle that stops a lot of ecommerce owners. Therefore, by implementing this strategy, you have the chance get ahead of your competitors by taking the extra time in order to get the right person to install the code and set your company apart.
You can use these ads to remind consumers of the unique benefits of your site. As before, this can be fast shipping, free shipping, bonus offer, discount code, etc. Sometimes people just don’t see everything on your site, this is your chance to make sure your important messages have the best chance of getting across.
ecommerce adwords strategy #3
Magically Clone your Best Customers
The third strategy is to magically clone your best customer. Remember, the key is to combine the Right Message with the Right People at the Right Time. This method helps you to identify a larger audience of consumers who fit your current audience demographic, therefore finding you more of the Right People. You can do this through Google and Facebook.
When you upload a list of your current customers to Google and Facebook, they will scan the customer profiles of your current customer and, through an algorithm, find commonalities between them and then identify more consumers who are similar to your current customer base.
Additionally, you can ad a remarketing pixel in an email which you send to your previous customers. This will attach a cookie to their browser, allowing for Remarketing and adding them to your list for cloning customers.
Once the customer base is cloned, you can run ads to your customer clones. Remember to consider the Right Message. These prospects may not be familiar with your company yet, so test softer offers such as opt in or entry product offer.
Should I use Remarketing?
From all the ecommerce accounts I’ve managed, Remarketing is consistently the top performing campaign. People rarely buy on their first visit. They want to research and compare. Remarketing gives you the opportunity to follow up with people who have visited your website.
My clients have experienced a return on investments ranging from 550-2180%. A bonus of such high ROI, is it allows you to spend more money at the top of the funnel, with broader keywords. This is because now you have a strong base. With this foundation, you’re able to out spend your competitors and pay more per customer than they can pay because you have a better marketing system.
Q & A
The life of a small online retailer is hard and getting harder, advertising prices are going up, Google will change its algorithm and half a retailers traffic will disappear overnight. It’s interesting with remarketing. This is something that’s not full exploited yet. There is a lot of opportunity. How much does it cost to do remarking vs. CPC or Facebook advertising?
Remarketing is generally cheaper than a Search Keyword Campaign. On top of that, the ROI is alway better in a Remarketing Campaign. This is the best way to sure up your base. With a Search Campaign, you’re targeting people who merely searched a keyword. With a Remarketing Campaign, you’re targeting individuals who have already visited your website, so they are far more likely to buy. You can set up a Campaign in both Google AdWords or Facebook.
I’ve heard of Google Shopping before but can you go deeper into what Google Shopping actually is? Not just in the sense of remarketing, but how can a small online business can leverage Google Shopping?
Google Shopping is a program run by Google where you upload a Data Feed to Google of all your products and then they will scan them and automatically set up campaigns with your product information, including a picture, price, and link.
With Ecommerce Clients, after a Remarketing Campaign, a Google Shopping Campaign is the next campaign that I would recommend setting up. They are the two best campaigns to run, in order to get the highest ROI, they are the 80/20 of campaigns.
What actually goes into setting up a Google Shopping Campaign, do you have to have plugins?
If you go to Google.com/merchants, it will give you a layout of the Data Feed they need. In generally a lot of self service ecommerce platforms have the option, including Big Commerce and Shopify.
Want more help? Contact Ryan