Dear E-commerce Owner,
E-commerce brands make the same mistake again and again.
You can’t just run ads without a good e-mail marketing strategy.
Or without a well-optimised website.
E-commerce marketing is all interconnected.
From top to bottom and from bottom to top your brand needs to be coherent.
Because people do notice.
It can take as little as one single word on your website to put people off and make them leave.
So if you wonder why every time you increase your ad spend your returns hit the floor miserably.
It’s because all the pieces in your store aren’t well put together.
Now.
If you’re reading this is because you already realised you could use some help.
Take some pressure off your shoulders.
Leave the hard work to someone who knows what they’re doing.
But you haven’t yet.
No wonder why….
Trying to find reliable professionals is not an easy task.
We understand that very well.
Because all of our clients have been there before.
But they took the leap.
And things turned out very well for them.
We create paid advertising strategies that encompass your entire funnel (from ads and copy to website optimisation and e-mail marketing).
The IOS 14 Update has completely changed the game.
What used to work doesn’t work anymore.
If you were struggling to get results from your campaigns.
Now it’s certainly game over.
But not when you adapt and do things right.
We already showed you how we are achieving exceptional results for our clients.
Now, let us show you how we can do that just for you…
Tracking on Facebook ads is all over the place.
Unless you’re a ninja that can tell an ad’s performance by the way the wind blows…
You need to build systems that can replace Facebook’s reduced tracking.
Blended metrics have become extremely important.
Combining metrics from Facebook, Google Analytics and Shopify allows us to make up for the loss of tracking and be able to still create accurate reports.
What’s an angle? You may ask.
An angle is a particular problem from your audience you’re trying to solve.
For example:
The 3 main angles from Vinnaz, our paid advertising agency are:
– People ignoring paid ads and missing out on a huge potential.
– People wanting to scale their brand.
– People too busy to take care of their ads.
To be able to understand your audience, you first have to test different angles in your ads.
That way you can see what message is resonating better and bringing the best results.
Once you have a winning angle.
You can do the same again but instead using subangles from the winning angle.
That way, you’ll find a message that sucks your audience in like a vacuum.
Segmenting is over on Facebook ads.
At least as we used to know it.
Audience expansion will be soon set by default, which means we will no longer be able to restrict our ads to a targeted audience.
So… How can I target my ads to the right audience?
With the content and copy you use on your ads.
If you create an ad only showing “shoes”, most likely only people interested in shows will interact with it.
Then, Facebook will find the groups that are interacting more with each message and make the segmentation for you.
The way to do so is by creating different ad sets with limited targeting but with ads that appeal to different audiences.
The best way to get results in social ads is not to put all your eggs in one basket.
Facebook is not the only platform that allows us to advertise.
Other platforms like TikTok are showing a huge potential at the moment, being able to bring high quality traffic at a very low cost.
On top of that, it’s very important to bear in mind the particularity of each platform. Some ads that work very well on Facebook might perform awfully on TikTok.
For example, organic and “homemade” ads on TikTok have shown to outperform well-edited video productions that don’t seem to work for this platform.
One way to increase the conversion rate of your store would be to make sure that the people who visit it are always interested in buying.
Sounds easier said than done, right?
Well, Google Ads campaigns allow us to do just that.
You can put your products in the search results of the people who are looking for them.
But thousands of other brands are doing just that.
So you need to stand out and make users click on your ad instead of others.
Here’s how to do it:
By combining a variety of Google Ads campaign types with other digital marketing strategies, you will able to reach the right potential shoppers at the right time and convert them.
Here are 3 strategies:
Make sure that you mention any special offers or sales that you have going on. You can do this in ad copy for search ads to help you stand out, adding the deal in your heading.
Shopping ads are going to be your best friend as an E-Commerce business owner.
They allow you to feature product images, titles, pricing, and product ratings immediately under a relevant search.
A properly configured Google Shopping ad has the following benefits:
What is required to set up Google Shopping?
First and foremost, the resource must meet the requirements of Google. You can only advertise products in stock.
You should make a Merchant Center account, have a Google Ads account, make sure that the two accounts are linked, add product feeds to the Merchant Center, and set up your SEO settings to get the best results.
Google Ads being directly connected with Google Analytics has a number of benefits.
It’s important to have all your valuable events set up in GA and import them into Google Adwords.
This allows us to see not only who is purchasing, but which ads, keywords or audiences are generating the most valuable actions on your website and modify your campaigns accordingly.
If you don’t know what your e-commerce conversion funnel looks like…
You can’t optimise each stage for maximum sales.
Knowing which areas impact conversions the most lets you hone in on those areas and optimise your funnel.
For instance, your research might indicate that most of your customers are buying two products together (that are complementary).
When you have that data, you can take action on it by integrating an upsell app or setting up an automated e-mail encouraging them to buy the complementary product.
Here’s how you can improve your e-commerce funnel:
E-mail automations are automatic flows you can use to follow up with customers and encourage them to purchase.
They can be set at different stages of the funnel (before they purchase, after adding to cart, after purchase, etc).
For instance, on average only 2% of visitors turn into customers on their first visit to online shops. But that doesn’t mean that the remaining 98% won’t ever convert.
Email automations help retarget them and increase your overall conversion rate.
In fact, 28.3% of all eCommerce revenue comes from successful “abandoned cart” emails.
When sending retargeting emails, make sure to include the products the visitor has left in their shopping cart.
Additionally, use special offers like free shipping or X% discount to increase the chances of conversion.
Add a CTA to drive users directly to the checkout or shopping cart page.
A proper Abandoned Cart e-mail flow includes at least 3 e-mails highlighting different benefits and features of the product according to which stage the user is at.
There isn’t only one thing you can do to improve the conversions of your online store, and most of the time that will change from case to case.
However, here’s a list of best practices you can review:
Here’s a checklist you must use to improve your e-mail marketing:
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