You’ve set up a beautiful eCommerce online shop and waited for traffic to start trickling in. You waited. And waited. And still no traffic. Unfortunately, the “if you build it, they will come” strategy is one of the least effective means of generating traffic online. Even if your site’s architecture is built to perfection, and you are targeting long-tail keywords, search engine optimization might take several months to a year for you to start seeing any results—but you need sales now. Are you using Google Ads and Facebook Ads for eCommerce Growth?
Thankfully, using Google and Facebook ads is not only a great way to start getting converting traffic to your site, they are also an extremely useful way to start sparking all your other digital marketing strategies for your eCommerce business. Here’s how.
Google and Facebook Ads as Part of the Team
When entering the realm of PPC advertising, business owners often get a feeling of apprehension and hesitation.
- They seem kind of expensive—are they worth the money?
- I’ve heard it can be time-consuming—is this worth the effort?
- I don’t know much about them—am I just going to be throwing my money away?
- And, most importantly—will they work?
The answer to all these questions depends on your willingness and appetite for risk, as well as your desire to learn and master Google and Facebook ads, respectively.
There are roughly 1.3 trillion dollars in sales waiting to be made in 2017. Companies that can successfully execute on a variety of PPC strategies, including Google Ads and Facebook Ads, to find, target, and convert interested traffic will be able to get their slice of the massive eCommerce pie.
Using Google AdWords for eCommerce:
For every $1 spent on AdWords, businesses usually see a return of around $2. With over 3.5 billion searches a day, Google is the king of PPC advertising. With a well-thought-out strategy and excellent execution, a small business can skyrocket to profitability within a week. However, there are always two sides to every coin. If set up improperly and managed incorrectly, Google AdWords can be extremely costly.
- The detailed measuring tool makes tracking your campaign easy. Even if you don’t get the return on investment you are looking for, you will be able to set benchmarks for certain key performance indicators you can try to improve.
- There’s are a huge potential audience and an almost immediate influx of traffic.
- You have complete control of your daily ad spend and maximum cost per click (CPC).
- You can implement instant ROI and understand where your profit is made.
- Gain from an ability to target customers who are more likely to convert into sales.
- It can be extremely costly if set up wrong.
- It can be very time-consuming to watch and manage.
- There’s limited space in your ad to communicate your value proposition.
- The cost per click (CPC) can be pretty expensive depending on your industry—it’s not unheard of to pay around $22.84 in some industries!
Simply put, Google AdWords has a lot of potentials to take your business one of two ways. Merchants can see sudden spikes of traffic to their landing and product pages that convert, or they can see their allocated ad spend money wither away with nothing to show for it but a business expense.
Although the technicalities of executing an effective AdWords strategy can get complicated and expensive, pay-per-click is a pretty straight-forward concept. For every user that clicks on your ad, you pay the bidded price. If your landing page does a poor job at converting them into customers, you can’t really blame AdWords since it, technically, did send you an interested customer. However, if you don’t target the right type of traffic, you could be sending non-converting traffic to an excellent landing page and still see no return on investment.
If you are looking to use PPC as a part of your strategy, it makes sense to bring on an expert to guide you and eliminate some of the potential downsides.
Using Facebook Ads for eCommerce
With over a billion active monthly users, Facebook is the undisputed king of social media advertising. Facebook packs an enormous amount of personal and useful information into a user-friendly interface and allows merchants to create ads based on extremely specific categories. Anyone with a Facebook account can create ads, but, without a careful strategy, you can waste money all the same.
- Facebook Audience Insights provide a very detailed way to understand your audience.
- The Campaigns are easy to track.
- You can see an immediate influx of traffic.
- You have complete control over your maximum CPC and daily budget.
- It has more targeting options than other ad platforms, like income brackets, likes/interests, zip codes, and other demographics.
- It is easier to set up and get the hang of than AdWords.
- There’s an ability to reach people early on in the buying process.
- Enjoy the potential to create an ad or sponsor a post that attracts more people than intended (people can take their friends on a Facebook post, but they are unlikely to do your Google Ad work for you).
- CPC is relatively less expensive.
- It can be expensive if set up wrong, but less than Google AdWords.
- There isn’t a way to target your ads at certain times.
- It only really works for B2C markets, which isn’t much of an issue for eCommerce.
- Undefined targeting could reduce your goal conversion rate.
A successful Facebook ad campaign focuses on a handful of key performance indicators that include:
- Conversion: How many users are performing your desired action.
- Reach: How many Facebook users are seeing your ad.
- Cost: How much it costs to get Facebook users to perform your desired action.
- Frequency: Number of times your ad is shown to a user.
- Click-through Rate: The percentage of Facebook users that clicked your ad. The higher your CTR is, the better your ad is performing.
When using either or both Google AdWords and Facebook Ads for your eCommerce business, you must keep an active eye and interest in the process. All results should be measured in order to improve your next campaign. Ultimately, using ads is about creating a return on investment with which you are satisfied.