Maximising ROI through effective marketing strategies is essential for Ecommerce businesses. In this article you will learn about the best practices for ecommerce marketing.
We will touch on the various marketing strategies that will increase traffic to your online shop, improve your brand awareness and grow your revenue.
Pay Per Click Advertising
Pay Per Click Advertising (PPC) offers a quick solution to generating quality traffic to your website. According to BigCommerce, “PPC is a digital advertising model where a business pays an ad publisher for every click on their advertisements”.
PPC refers to paying for clicks from platforms including:
- Google Ads
- Bing Ads
Google Ads is the platform that will provide you with the best and most targeted results for your business. For this reason, we will delve deeper into this platform to understand how to maximise Goggle PPC performance.
For PPC Best Results
Firstly, set out clear goals for your campaign so that you can effectively measure performance and the results achieved for your ecommerce store.
PPC goals could include any, or a combination of the following:
- Improve brand awareness
- Boost Sales
- Subscriptions
- In store visits
Reduce Your Cost Per Acquisition
One of the best ways to increase your revenue through PPC is to reduce your cost per acquisition costs.
By generating more business at a lower cost you will increase revenue. One key way to reduce CPA costs is through improved Ad Rank with Google Ads.
Increase your quality score To Improve Ad Rank
Google determines where your ad is shown based on your maximum bid and your quality score for cost per click ads. The ad with the combined maximum bid for a keyword and the best quality score will get the best position on a search listing.
Check out more Money Saving Google Ads Tips
Build Out Negative Keywords
To improve your Google Ads results, it's important that you add negative keywords to your campaigns to prevent ads showing for unrelated searches.
Content Marketing
Content marketing, when done right, can provide an ecommerce store with a huge level of targeted traffic.
Simply put, content marketing is a strategy that focuses on producing tailored content that builds trust and authority among your ideal customers. The best examples of effective content marketing are blog posts that offer solutions to the problems that your target audience encounters, a worthwhile strategy for ecommerce shops that provide products like tools or accessories.
Retailers and cosmetics companies can leverage fashion news stories and emerging trends among celebrities and social media influencers.
SEO
SEO for ecommerce can generate an excellent Return on Investment (ROI). SEO and content marketing go hand in hand; ecommerce stores with authoritative blog posts usually have product pages ranked in higher search positions.
We could dedicate a whole blog post to ecommerce SEO, but here are four of the most important SEO best practices for ecommerce websites:
- Fast loading pages
- Meta titles
- Meta descriptions
- Use of LSI keywords in product descriptions
Fast Loading Times
Customers expect speed when it comes to making a purchase online. Ensure your website is hosted on a powerful hosting platform to provide your customers with a excellent online shopping experience.
Meta titles
Meta titles are what appear in the search engine results pages when a searcher types in a keyword into a search engine like Google to find a product they are looking for.
Using the correct phrase keywords will help to improve the click through rate to your website.
Meta descriptions
Meta descriptions are really important for eCommerce websites to get clicks to your online store. When you are competing with several other websites who offer the same product, having an enticing meta description could be the difference in gaining a sale or losing one to a competing store.
Use of LSI keywords in product descriptions
Most products can be described using another term. Perhaps a product is called something else in different territories. It is therefore important to use latent semantic indexing keywords or related keywords to your product descriptions.
The use of LSI keywords will help increase your rankings, with Google ranking you for those related terms.
Email Marketing
Email marketing can be an effective strategy to improve conversion rates and increase the overall life time value of your customers.
There are a number of best practices for companies adopting email marketing and below we will also talk about ecommerce marketing automation.
With email marketing you can stay connected with your customers and those who have shown a keen interest in your brand.
To get the most out of your email marketing campaigns, ensure to optimise subject lines and ensure they do not contain keywords that could trigger a spam filter in email providers like Google or Outlook.
Tip: ensure that the email provider uses IP pools and that your account is not in an IP pool that has been used to spam in the past.
Ecommerce Marketing Automation
If you use a marketing automation tool like Hubspot, you can set up emails to trigger when actions have been carried out on your ecommerce website, like when an email subscriber visits a key page on your website or downloads a product information brochure.
You can use other tools like abandoned cart follow up emails and exit intent pop ups to bring people back to your website to complete a purchase or offer a discount code to make them convert into a sale.
Retargeting
Retargeting campaigns are a great way to encourage visitors who have left your website to revisit and entice them to convert.
Retargeting can help to reduce cart abandonment and re-engage your top customers.
For best retargeting ecommerce practices, consider taking advantage of remarketing by Google Ads, Facebook or Instagram. Research where your customers are likely to hang out and use retargeting to bring them back to your ecommerce store.
If you have an ecommerce store, you can improve your revenues by following the best practices for each of the strategies mentioned above.
What's your thoughts on marketing for ecommerce? Are there any particular strategies which have worked best for your online store? Let us know by dropping a comment below.
