Ecommerce

7 eCommerce Advertising Techniques to Consider

Here are seven eCommerce advertising techniques you should consider for your business. Use these to take advantage of the recent explosion of online shopping habits.

Jade Thomas

As technology advances, it continuously changes how society operates. Every year, more and more sales are being made online as opposed to traditional retail stores. 

Business is evolving due to this influx of online shoppers, and financing and capital funding have transitioned away from traditional banks while eCommerce advertising is quickly replacing physical advertising. 

What Exactly Is eCommerce Advertising?

Electronic commerce advertising, more commonly known as eCommerce advertising, places paid content onto an online property. 

These properties include the internet, websites, social media, search engines, podcasts, or even direct messaging. 

With the level of customer insights gained through those digital properties, many see a significant return on ad spend (ROAS). The ability to segment audiences based on what captures their attention best attributes to higher ROAS metrics. Before online advertising, you'd place television or radio ads and hope your target audience was paying attention. Now, you can easily detect what’s working and what’s not.

However, eCommerce advertising evolves as eCommerce grows, with the tactics and algorithms dictating success changing significantly in short periods. You will have to pivot strategies and utilize a combination of them to formulate a successful marketing campaign.

7 eCommerce Advertising Techniques

Finding the right advertising techniques can be the difference between a business succeeding or failing. It’s paramount to keep existing customers satisfied and returning while reaching potential consumers and convincing them to purchase your product. 

Here is our list of eCommerce advertising techniques. Your success involves a combination of several of these tactics: 

1. Pay Per Click

Pay-per-click (PPC) advertising is where you pay a fee every time your ad is clicked. This type of advertising is extremely popular when combined with search engines. 

Your company places a bid for ad placement on search engines that are classified as sponsored links. When this link is clicked, it sends a consumer to your website or landing page, and your company pays a fee to the search engine host. 

Although it sounds simple, it requires a knowledgeable selection of keywords plus an optimized landing page.

2. Social Media Advertising

Social media gives anyone the ability to instantly connect with anyone else globally in a fraction of a second. 

Using social media as an advertising tool provides the same connection for businesses and consumers. Social media helps you build your brand, drive sales, promote products, and increase the amount of traffic to your website. 

Through social media, you can harvest information and data about your customers and potential customers. These audience insights are invaluable when creating or adapting your marketing plan. 

Learning from your audience helps you create targeted advertisements for similar audiences. Once you know your target market, you can seek out similar demographics with shared behaviors and interests. 

3. Influencer Marketing

Although similar to social media advertising, influencer advertising is another incredible way to reach a large audience. 

Influencers live up to their name and influence their social media followers by engaging in the latest trends and products, inspiring their followers’ attention, trust, and loyalty. 

4. Use Coupons, Promos, and Discount Codes

Everyone likes to think they are getting a deal. A quick way to catch the eye of potential customers is by including “X dollars off” in your advertisement. 

Use discount codes, promotions, or coupons as an effective way of finding out which channels your customers use. You may find podcast listeners use your discount codes more while influencer followers prefer coupons or promotions.

5. Send Targeted Emails To Customers

Sending targeted emails is another effective way to retain customers, grow loyalty, and reach new audiences. Email marketing platforms help send segmented and customized emails enabling you to inform recipients of new products, coupons, or discounts. 

One example of successful targeted emails are those sent to customers reminding them there are items left in their shopping cart — or abandoned cart emails. These gentle reminders may be enough to nudge potential customers to complete their purchase. 

And you shouldn't only focus on pushing sales. Use your emails to build connections with your customers. Show you value their opinions by asking for feedback or what new products they would like to see. Or send a happy birthday message with a personal discount to show you care and appreciate them. 

Real interactions with customers go a long way toward developing solid brand loyalty and are invaluable in the event these interactions go viral. 

6. Prepare For Voice Searches

Voice search is altering how users shop. Although the technology is developing, you should pay attention to and collect the popular voice search keywords that apply to your product or company. Since it’s still early in this trend, developing an effective marketing strategy centered on voice activation sets your brand apart.

You’ll develop your voice search strategy through keyword research. However, you should pay particular attention to local search keywords. Use your keywords to create conversational content that engages and helps you segment your audiences. Once your voice search audience is segmented, you can apply other methods on this page to reach them.

7. Research and A/B Test

This is less of a technique and more of a tip, but you should always research and a/b test your marketing campaigns. No one can predict the next huge marketing trend, but staying up to date helps you stay relevant. 

Technology changes the way society operates quickly, and you don’t want to fall behind. You should constantly research other marketing strategies while forging your own in the process.  

The Takeaway

Everything in day-to-day life is done on the internet. So if you sell a product or service, what better place to reach the most people than online? 

When it comes to the best eCommerce advertising techniques, the answer is different for each company. However, with proper research and testing, you can discover the best techniques suited to your business. 

Ampla has a great network of partners who specialize in eCommerce, omnichannel, and marketing best practices to help your brand grow and scale. Reach out today to get more information.

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