Marketing strategies are the backbone of the growth of any business. You have an excellent product or idea to serve your customers, but you can’t make it reach the masses with weak strategies.
Even after the thorough reading of hundreds of articles and blogs, you may fail with the finest and popular marketing tools, if you miss on the customer preferences.
It’s regrettable and heartbreaking to decide your budget and let your money drain away with the paid promotion of your ecommerce business. As people say, you can’t expect customers to be there, where you are promoting. Thus, it is better if you do not put all of your eggs in the single basket. With this thought in mind, you will be spending a hefty amount on promotional campaigns across different channels.
That’s just the case when you have launched your business. Gradually, with more access to the data, you can optimize your promotional campaigns. The advanced targeted marketing for your ecommerce store will help you save your money and tell you the conversion story of every penny.
How Advanced Target Marketing Works In Google Adwords?
By now, you have created the buyer personas for your target audience. You may have different personas created for different product categories, but that was more generic. Considering your research about the market and competitors, you framed the character of these personas.
Your personas are ideal characters, and, in reality, there is nothing like ideal. Definitely, there will be cases where your expectation from the user fails. Now that you are getting real traffic on your store, you will have the use cases and their data to help you understand your audience better. Irrespective of marketing ideas you are using, the database and knowledge of your customer base will also increase.
To ameliorate your targeted ads, the choice of the audience comes at first. You can count on:
- Display audiences: By focusing on the display audience, Google helps you check with the audience, which is more interested in the product category you are dealing with. It will not only evaluate the interaction pattern of users on your website but that on the entire search engine. GDN (Google Display Network) for your promotional ads helps you with the idea of setting the audience’s parental status. You can fix other demography factors like age, location, gender, but also the interests.Let’s say that your prospective customer is looking for birthday cards for their friends. If you are a seller of customized greeting cards and promoting a business on Google Ads, your product will automatically come on the SERPs. Also, you will get the list of these keywords that people tried searching with. With greater reach, you can increase brand awareness for the more significant cause.
- Affinity audiences: As the name suggests, the Affinity audience talks about all those who have an affinity for specific topics or products. Based on the users’ everyday searches, Google collects the database and showcases the result to the rightly oriented audience.Enabling the option of affinity audience in your promotional campaigns, Google will help you reach all those users who have been searching for the category of your products. The reach of your audience will not be based on the traffic on your store; instead it counts on the traffic of an entire web where people are looking for products like that of yours.
- In-market audiences: Targeting in-market audiences can grab the attention of those customers that abandoned carts from other stores. Such prospective customers are keen to purchase the product. By giving the right offer to such customers, you have higher chances of conversion from your store.The in-market audience also targets the audience with the interest of topics in the specific time frame. You can understand this with an example like you are not a fashionista and don’t buy the makeup products regularly. Still, if you have a wedding function in the upcoming time, you will explore a lot about jewelry, apparel, and other accessories. The selection of In-market audiences will target all those recently interested customers in particular niches.
- Remarketing audiences: Do you know that an average conversion rate of an ecommerce store is 2–3%? Further, this clarifies that out of 1000 customers, only 20–30 customers will convert. The rest of the people may visit your site, like a few products, abandon the cart or leave immediately. But, that’s not something for which you are bringing traction to your store, and that’s why you’ll have to bring them back. Remember that the remarketing audience includes all those people who have made a single tour to your store. With the help of cookies stored in the analytics section, you can target this audience again. As an ecommerce business, you will be following your visitors with the display ads across the web and different mobile apps. You can even showcase these ads on social media channels to improve your store’s chances of interaction.
- Lookalike audiences: As the name suggests, you are looking for the audience that matches with your current audience. This filter is also referred to as “customer matches”. Here, you already have the list of customers that liked your products and purchased from your store. You are looking for the same type of audience. This promotional ad campaign strategy helps a lot when you get an excellent response to your promotional campaign on one of the several platforms. By leveraging that database, you can use the same strategy to find customers from other ad campaigns.
- Life-events based searches: “Google it” is our new style of searching for everything on the web. Though we have a lot of promising and secured search engines like DuckDuckGo, Yahoo, Bing, we still Google our searches. Based on your regular search history, your post across the social media channels, and all type of other pursuits on the web, Google keeps track of your life events. Also, it reminds you of the memories on Google Photos and communicates timely gifts with reminders. These reminders work a lot better, especially for repeating events. Let’s say a customer purchased some jewelry from your store and asked for a gift package last year. Based on the database, you can fix the reminder to your customer every year. This increases the chance of customer interaction and turns your existing user base to loyal customers.
The selection of an audience for your marketing campaigns will also decide the type of ad campaign that you can run. When promoting your products on Google Ads, there are a variety of promotion patterns. The contextual ads or search ads are displayed above the search engine results. For your ecommerce platform, you can promote display ads of the product, which will be shown above the textual ads. Likewise, you can promote video content to share your brand story.
Set Advanced Targeting Preferences For Social Campaigns
Numerous businesses online are leveraging social media as a tool to connect, collaborate, and conduct sales. Since the interaction is smooth across social media platforms, every business is making its presence across the social channels. In contrast to other service-based businesses, ecommerce businesses can open their shop and make direct sales. Facebook marketplace and distinct shop sections on your business page are some of the easy ideas. Instagram posts can be converted to buy-able posts, and pins on Pinterest can be pinned as well as purchased.
Since people are there to interact on social media, you can share the stories that can leave a long-lasting impression and idea to strike a conversation with the brand.
- Channel selection: In the last few years, all the social channels grew from networking to marketing. So, you can choose either and even all of them to expand the reach of your business. Though all of these channels do not work well for all business niches. Depending on your target industry, you can choose the one that blends well with your idea.
- Demographics: For advanced targeted ads, you can fix these social channels’ demographics with the options available. The different types of audiences that we have described above can be accessible across those channels as well. You can change your target audience as per the end goal of your promotional campaign.
- Deciding your end goal: The end goal of the promotion campaign can be increasing brand awareness, talking about your product launch, getting details for a monthly newsletter, or pursuing new customers for upcoming sales. With an end goal in mind, you will be able to please your customers and attain the conversion goal much more comfortable. That’s why it’s essential to feed your campaign with the conversion goal.