Building your e-commerce store is tedious, but the real challenge is generating traffic that ultimately converts to sales. Generating organic traffic takes time, so many new e-commerce stores use paid traffic to generate those first conversions.
Paid web traffic is created through pay-per-click (PPC) advertising and generally uses a third party service such as Google Ads. This is an excellent approach to launching and growing your online store and will typically generate results more quickly than organic content marketing.
What is Paid Traffic? How Does it Work?
Paid traffic is generated when a potential customer visits your online store through a third party ad that you've purchased. These ads appear in many forms such as display ads, paid searches, sponsored content, and strategic social media placement.
We recommend you incorporate as many platforms into your approach as you consider appropriate for your audience. Diversity in digital marketing is often key, particularly in niche marketing. Consider the platforms that are most widely used by your target audience and prioritize the use of these in your digital marketing campaign. Any integration or automation to generate paid store traffic should also take this into consideration.
Your campaigns should be developed and managed with care to be efficient and attract the right people to your online store. To help get started, you may want to enlist the help of a digital agency to oversee this process.
Where Do I Start with Paid Traffic Strategy Design and Execution?
One of the biggest mistakes advertisers make in their e-commerce marketing strategy is simply failing to conduct thorough research beforehand. Your research for paid online advertisements should dig deep into the lives of your target audience. Conversions increase when your audience feels seen and understood, so make this a priority for your campaigns.
Next, include a cost-benefit analysis for keywords and a detailed budget outlining how much you are willing to spend on generating paid traffic and what the most effective allocation of funds will look like in. Take a look at your competitors and their products to determine what keywords they are optimizing for and which ones would be economically viable to compete for (i.e. is it worth it to you to split the market?).
You should draw out a detailed 'road map' of your paid traffic marketing plan before rolling up your sleeves and jumping into Google ads and analytics or other advertising platforms. Not only will this prevent you from becoming overwhelmed, it will push you to explore the minds of your target audience in depth before serving up a dish of targeted ads.
Your ads should be focused and specific. Each campaign should have a specific purpose and product (or combination of products) in mind prior to development.
Hiring a copywriter to draft enticing copy and a designer to spin an engaging landing page are likely two worthy investments. Professional expertise is often crucial in the Attract & Engage portion of the E-Commerce Customer Loop TM.
The Keyword Economy and Key Performance Indicators
Understanding the economics of keywords is a science within itself. The moving target of search engine optimization (SEO) is best understood by those who have been working in the digital marketing environment for an extended period of time.
Paying for traffic doesn't guarantee results and certainly doesn't guarantee conversions. Before you put your money where your keywords are, it is crucial to research which search terms are prevalent in your market and as they relate to the product or service in focus. The more intimately you understand your target audience, the more effectively you might develop a campaign that addresses unique search terms and elements of design.
The ads you create for market consumption should be mindful in their design. Compelling copy will be relevant and comprised of targeted headlines and triggering descriptions. Pay special attention to the accuracy of your claims. Potential clients will have expectations based on these claims upon landing on the product page. These expectations will also remain throughout their customer journey.
Targeted ads are specific and readily identify the niche where it is present. Remember that niche markets like to be recognized and the days of generalization are quickly dissolving. Your bounce rate (the percentage of visitors to a website who navigate away after viewing only one page) will tell you some of what you need to know regarding how potential clients feel your landing page lives up to the claims of the ads.
A high bounce rate means visitors are dissatisfied with your product presentation in context with their expectations. By ensuring potential customer’s expectations are met when visiting your page, you will naturally lower your bounce rate. We recommend having a look at the copy your competitors are using to better understand how to go about outperforming them.
Additionally, it is important to determine your campaign key performance indicators (KPIs) in collaboration with your team. KPIs are comparable and quantifiable measurements that are unique to each marketing campaign. These will measure the success of your campaigns and determine whether underperforming campaigns should be modified or discontinued.
KPIs should be directly correlated with campaign success from a management perspective. Some key performance indicator examples might be number of returning customers, market share percentage, average attendance, keyword performance, and revenue per client to name just a few. By having KPIs tied to keyword performance, you can measure success and determine which keywords to keep and which ones to replace. Decide within your management team what each KPI means in the context of your campaign and company.
Want to learn more about paid traffic or setting up an online store? Feel free to contact us and set up a chat!