So, you have completed the steps from our last blog post, and now you are wondering what is next. Well, you could have the best deals in the world, but if no one knows about them you will not make any sales. This is where marketing comes in.
Your marketing strategy should focus on the platforms that your customers use. We don’t know your brand or customers, but we can point you in the direction of some strong assets. Two reliable areas to focus your advertising are Google and Facebook/Instagram. There are plenty of other platforms you could use, such as: Bing, Twitter and Pinterest. But it really depends on your customer demographics.
To run Google Shopping ads, you need to make sure you have a Google Merchant Feed setup. This is not too difficult, and Google have published detailed instructions. Once you have your feed, you can connect it to your existing Google Ads account, or you can set one up. Then you can create shopping ads however you like. You can create campaigns by brand, or you could setup a campaign for each individual product for granular control. Depending on how your Merchant feed is setup, your ads can show the discount available when you go into sale. This is a great way to get a visual view of your product shown in Google Search.
As well as Google Shopping ads, you can run Display and Video ads. There are ideal to use for remarketing to customers who have previously browsed your site. Make sure your tracking is setup and reporting correctly for this. But you can create display ads and a short video about your deals. Using remarketing audiences, you can then run Display and Video campaigns which show to users who have shown an interest in your products. These ads can show across thousands of sites that are included in the Google display network and any YouTube video a potential customer could be watching.
Once you’ve got to grips with Google, you want to take a look at Facebook. Facebook have some great ad formats to really show your creativity and promote your products. You can have image ads, videos, stories, carousels and specifically for eCommerce collections ads. If you created a video for your Google ads, that can work well here too. To cover all bases, you should run a video ad campaign and carousel ads to showcase your best products. To you that could mean most popular, or highest revenue producing. These ads should be fairly straight forward to setup, so they’re a great start. Then you want to look at getting your products setup on Facebook for a collection ad.
Facebook have templates for collection ads, so that you can showcase your products in the best way. To run a collection ad, you need to setup a catalogue of your products in Facebook Ads Manager or manually enter product information. This ad format is designed to make the browsing experience seamless, allowing users to browse in Facebook before clicking through to purchase. By uploading a product catalogue, you would also be able to opt in to Facebook and Instagram shopping.
Overall, there are lots of places you can run ads and they would all be successful in promoting your sales if you get setup correctly. If this all sounds a bit overwhelming, then get in touch! We’re experts in eCommerce and we create and manage eCommerce ads every day.