Advertising an e-commerce site is essential to increase brand awareness, traffic to the site, and purchases.
In recent years, online shopping has increased dramatically, along with the emergence of new e-commerce sites. This means greater competition which, consequently, raises the cost of online advertising.
But it also means that advertising an e-commerce site is extremely important to achieve satisfactory results. Also because it won’t be difficult to maximize the return on “investment (ROI), and online” advertising offers increasingly optimal results.
Let’s now see how we create the advertising strategy for an e-commerce site.
What is an advertising campaign? Find out by reading below
An advertising campaign is a promotional campaign, therefore paid.
In the digital marketing world, an advertising campaign is generally called “ads”, “adv” or “ad” (abbreviations for advertising), accompanied by the channel where the campaign is executed: Facebook ads, for example.
But this acronym is also used by digital entrepreneurs when they need to advertise a product, to clarify that it’s advertising and thus be transparent with their audience.
Why it’s so important to advertise an e-commerce site well
As we said in the “introduction of this article, e-commerce sites are increasingly successful and consequently it’s important to stand out and capture the” attention of the audience.
Certainly, creating a good product, nurturing the personal brand, and working on organic traffic remain essential practices, but it’s not enough: you need to advertise yourself.
Creating advertising campaigns for your e-commerce allows you to reach a very high number of people, but most importantly, it allows you to reach the right audience: thanks to targeting, identifying potentially interested audiences.
An advertising campaign also allows you to increase awareness of your brand, visits to your site, and the number of followers on your social media.
How we at Qreativa create an advertising campaign for your e-commerce site
Let’s now look at the fundamental steps we apply to our clients when we need to advertise their e-commerce.
1 Analysis: the first step
A preliminary and extremely important step is the analysis of the market, competitors, and buyer personas.
The analysis allows us to define a tailored strategy for our client, oriented towards their objective.
2 Strategy planning: nothing is left to chance
Once we’ve identified how we want to position ourselves in the market and what the typical customer is looking for, we will create a short, medium, and long-term strategy.
This strategy is always planned in such a way as to achieve the set objectives and we will therefore define: budget for advertising campaigns, creativity of campaigns, and channels in which to distribute our advertising.
3 Constant monitoring
Once the e-commerce advertising has started, what we will do is monitor the results: how much revenue has this campaign brought? Have I reached the ROI?
Monitoring the results of an ads campaign allows us to see if we are moving towards our goal, how far we are from achieving it, or if we have already reached it. This allows us to correct the course
for the next campaign or even during the current one.
For example, if we see that an “ad isn’t working, we analyze the campaign and results to understand what didn’t work and improve it. But the opposite could also happen, the results might be surprising, and consequently, the” only thing that will change is the invested budget, increasing it.
Discover where and how to advertise your ecommerce website
When we plan advertising for ecommerce, it’s done online, on various channels such as social media or search engines, like Google.
Social networks: take advantage of the many opportunities
Social media are no longer just a place for sharing personal content, but they have an enormous potential for businesses. This is because they have been able to capture the public’s attention, and where there is attention, there is also great advertising potential.
However, this doesn’t mean we’ll use all social networks, it’s very important to choose the one that’s suitable for your niche to avoid wasting time and budget.
Facebook: the most used social network
Facebook is still the most used social media in the world. This social network allows you to create a page dedicated to your business with a product showcase, or you can also open a group to nurture your community.
Facebook ads also gives you the ability to create paid advertising campaigns right within its platform, which can be shared on Instagram as well, reaching a specific target and working based on the objectives set during campaign creation.
These sponsored “posts” can appear in the Facebook feed, stories, or marketplace.
Instagram for impactful campaigns
Instagram is also one of the most used social networks in the world with a very high potential for user attention: it’s not uncommon to buy something after seeing it on Instagram.
Here, it’s possible to create a page dedicated to your shop, directly linked to the ecommerce site where purchases can be made.
The posts created on this page can be advertised, highlighted, and displayed in the feed or stories to the targeted audience.
On Instagram, however, it’s also possible to have advertising done by content creators, influencers, who create content on their profile to advertise your products in exchange for compensation or a gift.
Pinterest: when inspiration comes from images
Pinterest is a social network without a strong connection between users but serves to seek inspiration through images and videos.
Therefore, it’s particularly suitable for those businesses that, through content, manage to inspire the public by showing them how to use their product in everyday life and manage to convey its usefulness or a life improvement.
Here are some examples of sectors suitable for advertising on Pinterest: travel, fashion, makeup, fitness, food, DIY.
LinkedIn the professional social network
LinkedIn is a professional niche social network, which means it’s suitable for businesses that sell to other businesses.
You can create your business page, linked to your personal profile, and create content that explains your company reality, the quality of your products, and even job offers.
LinkedIn is a social network that boasts fewer subscribers compared to others, but all of extreme value and targeted. For this very reason, the published posts should be useful and interesting, to increase company awareness.
It’s also possible to create paid advertising campaigns on this platform, although they have higher costs compared to other social networks.
Google ads, Google’s advertising platform
Google, the famous search engine, allows you to create advertising campaigns, even tailored for ecommerce.
With Google Ads, it is possible to create different types of advertising campaigns, with different locations and objectives, depending on the target.
You will have the opportunity, for example, to publish an ad in Google’s SERP (which will be shown to users after they have performed a search using keywords), in Google Shopping (perfect for an e-commerce) or even ads in Gmail.
Tips: Discover Why Your E-commerce Advertising Hasn’t Worked (Until Now)
This increase in online business has also inevitably led to people having to improvise as digital marketing professionals.
With the consequent loss of trust in digital marketing and closure of online business.
This is a big mistake: a true professional in advertising campaigns for e-commerce will be able to help you achieve the desired results because if the campaign is not performing adequately from the beginning, changes will be made promptly.
Paying a professional advertiser doesn’t mean spending money, but investing it in a qualified person who will be able to analyze the market, create a tailored strategy, and lead you to your goal.
Conclusions
Advertising for a newly created e-commerce is therefore of fundamental importance for success, but it is also extremely important to:
- Analyze the market, audience, and competitors;
- Plan and implement a tailored strategy, choosing the platforms where the buyer personas are concentrated;
- Monitor the advertising campaign to improve it and increase earnings;
- Consult an advertising professional if you are not well-versed in the subject.
Don’t hesitate to contact us for a free consultation!
