If you are in the business of selling online, then you know digital ecommerce campaigns that use tactics like pay-per-click (PPC) and mobile advertising are obviously required to help maximum your website’s traffic and sales. However, there are areas you may have overlooked in your pursuit of ecommerce gold.
To ensure that you do get the most from your ecommerce campaigns, I am going to share with you some quick tips that will help you climb the mountain of challenges that can come with setting up and executing an ecommerce campaign. I have also included links to other useful posts on each subject written by my colleagues here at Marketing Mojo.
Google Analytics is a great resource that gives you data on the performance metrics of your website, but did you know that it can also be used to gain greater insight into your ecommerce campaigns? By simply installing the ecommerce module and adding the proper code to your site, you will be able to view orders, revenue, costs, etc. of your campaigns all through the Google Analytic interface, regardless of their source or medium. Simple filters and the proper URL tagging will allow you to see the performance of any of your online advertising campaigns including Google, Bing, Yahoo, and even LinkedIn, Facebook, or Twitter.
Remarketing, in my opinion, is just wonderful. Being able to advertise to a potential customer the exact product they just viewed on your site can be a powerful tool to reengage them and close a sale. Dynamic remarketing through Google AdWords makes it simpler for marketers run a remarketing campaign for websites of all sizes; from a small mom and pop site with a hundred products to a large industry-leading site with tens of thousands of products. Dynamic remarketing makes your effort less time consuming, more targeted, and most importantly, less costly.
Product Listing Ads (PLAs) used to be free on Google through Google Shopping, but last year they moved to a paid model. Utilizing PLAs will allow you to show images of your products to searchers when they search for your product name or on queries related to your product. This is a powerful option, as PLAs allow you to give a face to your products on the search results page, not just text. PLAs work by using the information stored in your Google Merchant Center and then linking that to AdWords, so having an up-to- date product feed in your Google Merchant Center and a well-managed PLA campaign in AdWords is critical to success.
This may seem like a no-brainer, but you would be surprised how many sites I have seen (big and small) that have ecommerce-related pages that are misguided, confusing, and not sales driven. Landing pages should be clear, concise and informative, with a strong call-to-action. Product-specific landing pages are very important, especially combined with product-unique ads – resulting in a consistent buyer experience that will hopefully increase conversion rates and sales. In addition, well-thought out category pages are also valuable (I would recommend having top-sellers and recommendations prominent on such a page), but product pages are the most important, as they can be the deciding factor to purchase or not, and tend to be the last page a potential customer sees before checkout.
I am sure you are aware that mobile is here and here to stay, but if you have any doubts about that then please read the article below about why the PC is on the verge of death. If your ecommerce site is not currently optimized for mobile, then you are more than likely missing out on revenue. Sites that are not mobile-friendly not only make it more difficult for potential customers to navigate and purchase products on your site, but can also give the users the feeling that your company is behind the times and not serving their customer needs. This can lead to customers second guessing purchase and not returning to your site for repeat business.
I hope these 5 tips will help you with any challenges you may face in setting up and running a proper ecommerce campaign and put you on the path to reach your peak of ecommerce success. What are your tips for ecommerce campaign optimization? Comment below and follow me @ScottGarrett89.