Ecommerce Advertising — How to Build a Solid Strategy

  1. Agree clear and measurable objectives
  2. Create customer profiles
  3. Select preferred channels
  4. Construct your funnel
  5. Optimize, optimize, optimize*

Why advertising? Can’t I just do organic SEO?

#1 — Goals to build your campaign around

  • “Become the most popular UK perfume brand this spring”
  • This is nice and aspirational for the company, but it’s not an advertising goal.
  • “Promote our new Chanel perfume in the run up to Valentine’s Day”
  • This is better, but success here would be people knowing about the product, not necessarily buying it.
  • “Sell all 3,000 units of our new Chanel range in the 4 weeks prior to Valentine’s Day, with a minimum gross margin of 35%”
  • This is what you’re looking for.

#2 — The customer that’s desperate for your product

  1. Looking at the data — Depending on what data you have available from past customers, it’s possible to put together reliable “profiles” based on their buying habits, online activity, and demographic data.
  2. Surveying past customers — But by far the most effective approach is simply to survey and interview your customers. Find out what problem they were having, why they shopped with you, what they were looking for and much more. You’ll soon have a crystal-clear picture of who you should be targeting.

#3 — Choose your advertising channel

Advertising with Google

  • Search ads — These are the sponsored results you see on Google’s search engine pages.
  • Display ads — Ads appear on targets’ commonly-visited websites, based on demographic data and previous online behaviour.
  • Shopping ads — These can appear above search results, on the Google Shopping tab, on Google images, and even on partner websites.

Advertising with Facebook & Instagram

  1. Refine your target audience*: You can select the location, demographics, age, gender, interests, job type, and many other data points. Use these filters to identify your specific customer persona(s).
  2. Prepare your creatives: Make sure you’ve got several different designs and variations for both copy and design, length, and format. You can never predict which will perform best.
  3. Set your ad spend: Our advice is always to start small. Facebook ad costs can quickly spiral, so play small ball until you’re sure you’ve found a good audience with the right copy/designs, then ramp up the budget.

Advertising on YouTube

Build a robust, consistent funnel

Use personalization — but don’t get creepy

  1. “Hi. As a thank you for being a loyal customer, we’ve credited your account with a 50%-off book voucher.”
  2. “Hi John Albrighton. How are you today? Since joining in 2014 you’ve bought 11 books in the ‘fantasy’ genre. Since it’s your 35th birthday tomorrow, here’s a 50%-off voucher for the new Rothfuss release!”

Invest time in post-click optimization

Don’t reinvent the wheel if you don’t have to

Prepare a system for optimization

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

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2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

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