With over 56% of Poles shopping online, online advertising holds enormous potential. It's worth tapping into this potential to increase sales and achieve other business goals. Explore the channels that can help you reach a broad audience.
E-commerce advertising is the foundation of running an effective online business. With a well-executed campaign, you have a chance to achieve your goals: from acquiring more customers, to building long-term relationships with them, to increasing sales. The key is choosing the right communication channels.
Start with SEO
SEO encompasses all activities aimed at increasing your visibility in search results. A presence in Google (which is where over 97% of Poles use the search engine) plays a crucial role, because if you're not listed in search results or are ranked low, you simply don't exist for most users.
Well-executed SEO activities will allow you to achieve high search engine rankings. Reaching the TOP 10 is desirable – a first-page presence in Google increases your chances of attracting customers.
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To achieve satisfactory results, it's worth relying on the experience of specialists. By working with a professional SEO agency, you can avoid serious mistakes that often result in a decline in website visibility.
Paid e-commerce advertising – opportunities
When conducting SEO activities, it's not worth abandoning other sales channels. Paid e-commerce advertising yields very good results, often visible immediately after the campaign launches.
Google Ads
Google Ads is a way to quickly inform potential customers about your business through the Google search engine. This is done in several ways: through sponsored links, banner campaigns, and Google Shopping.
Sponsored links are simply the old Google AdWords. They allow ads to appear above search results after users enter specific keywords.
Banner campaigns involve displaying banners on websites that partner with Google. Often, the advertising is remarketing in nature, displaying products or services that users have previously searched for.
Google Shopping is a great tool if you run an online store. How does it work? Users enter the name of a specific product into the search engine. A special box appears above or to the side of the search results, presenting the product. In addition to a photo, the product also includes a price and URL. After clicking, the user is redirected to the store.
The infographic below clearly shows that advertisers trust this form of advertising more and more every year.
Video ad
E-commerce advertising can appear not only on Google but also on YouTube, which has over 1 billion users worldwide. Video ads that run before content or appear in search results can help you reach potential customers.
Few people realize that YouTube ads can also be launched through the Google Ads panel. It's essentially one large advertising ecosystem. YouTube ads are also a very cost-effective tool if you want to build a broad reach and resonate with potential audiences.
Facebook advertising
Facebook is one of the most popular social media platforms, so it's worth leveraging its potential. Advertising campaigns come to the rescue, including typical ads in the form of sponsored links and sponsored posts.
Posts in the form of a so-called product carousel attract attention. Clicking on any product will take you to an online store. Companies are also increasingly using Facebook remarketing, which is very effective and relatively inexpensive for online stores.
Mailing
Email marketing is considered by many experts to be the cheapest source of conversions. There's some truth to this, as a well-executed campaign leveraging your own customer base can achieve double-digit conversions.
This type of e-commerce advertising is primarily aimed at stores that have already built a customer base. This allows them to send advertising messages to potential product recipients. When choosing this sales channel, caution should be exercised. Overly intrusive pressure to purchase can be perceived as spam and have the opposite effect.
Remarketing
Statistics show that as many as 64% of online shoppers abandon their shopping carts. These customers aren't necessarily lost – remarketing is the answer. This is a specific type of e-commerce advertising that involves displaying specific products to users who have already interacted with them, for example, by leaving them in their shopping cart or browsing.
An interesting option is, among other things, reminders about uncompleted purchases. This is called dynamic remarketing in the form of product ads generated using Google Merchant Center.
E-commerce advertising – why is it worth it?
E-commerce advertising is an activity worth investing in. The advantages of this solution include:
- the ability to reach a wide range of potential customers as well as a strictly selected group,
- affordable campaign price – it can be adjusted to your financial capabilities, which does not strain your budget,
- high flexibility – it is possible to modify the parameters of specific sales channels to bring even better results,
- No time limits – ads can run 24/7. Depending on your needs, you can display them at exactly the times you want.
Remember that only effective e-commerce advertising matters , so it's worth working with specialists. Thanks to their knowledge and experience:
- you will better define your target group,
- you will choose the most optimal tools,
- you will configure advertising parameters correctly,
- you can constantly monitor the effectiveness of your activities.
Investing in e-commerce advertising is a step in the right direction. It's worth investing to improve conversions and increase brand awareness.
Summary
The above article covers the following topics:
- Harness the potential of e-commerce advertising across relevant channels to effectively increase sales and build relationships with a wide range of online customers.
- Working with SEO professionals is crucial to achieving high rankings in Google and effectively reaching customers.
- Paid e-commerce advertising, including Google Ads, YouTube, Facebook, mailing, and remarketing, allows you to quickly reach customers and effectively close sales.
- Investing in e-commerce advertising with the support of specialists allows you to reach customers flexibly and precisely, effectively increasing brand awareness and sales.
