What is Ecommerce Advertising?
Selling products online is easier than ever before. And for many, it’s much, much simpler than selling from a brick-and-mortar store, with no need to find a premises.
Of course, launching an ecommerce store does require a little know-how, but with a rise in all-in-one sales platforms like WooCommerce and Shopify that handle most – if not all – of the technical side, it’s becoming very quick for practically anyone to register a store, list their products, and begin accepting orders from customers.
However, it’s important to remember that the old saying ‘if you build it, they will come’ doesn’t always ring true here. Many sellers find that having an ecommerce store isn’t enough… they also need to advertise to ensure their products are getting seen by the right people, to drive traffic to the site, and to boost sales and profits.
That’s where ecommerce advertising can help.
Ecommerce Advertising Explained
Ecommerce advertising is a form of digital advertising that specifically helps to promote products that are being sold by an online retailer through a digital store.
The terms ‘advertising’ and ‘marketing’ are often used interchangeably, but there is a difference. Ecommerce marketing helps to raise awareness of an online store and drive traffic to the site. It can also help to maintain relationships with previous customers, drawing them back into the sales funnel or turning them into advocates.
Ecommerce advertising, on the other hand, is less about awareness and relationships, and more about sales, making it a more product-focused technique.
However, in the ecommerce world, it’s difficult to have one without the other. With in-store sales, for example, foot traffic allows for retailers to advertise without marketing; they can promote a product in a shop window and use that to build a connection. In the digital space, retailers need more; they need to be able to attract and form connections through marketing while promoting using advertising.
Therefore, ecommerce marketing and ecommerce advertising go together, and we’ll be talking about both here as we take a closer look at the activities that retailers can use to attract, engage, delight, and convert target demographics.
Types of Ecommerce Advertising
There is an almost unlimited number of activities that can be used to promote products in the digital space. Some of the most popular methods include:
- PPC: Paid ads that are displayed on the SERPs for relevant user searches
- SEO: Optimised websites that help search engines rank pages appropriately
- Content: Product descriptions, video tutorials, customer reviews, and more
- Influencer: Using high profile names to share product info with more people
- Social: Promoting products through social media networks like Instagram
- Email: Advertising products through email newsletters and campaigns
- Local: Utilising tools like GMB to attract shoppers wanting to buy local
Of course, there are many, many more activities that fall under the ecommerce advertising umbrella, such as affiliate marketing, but most retailers should be able to generate results by combining some or all of the above activities into a strategic ecommerce advertising plan that helps drive them towards their sales goals.
The Ecommerce Challenge
With the right support from the right experts, ecommerce advertising can be quite straightforward, and can be quick to start generating an impressive return on investment. However, there is one critical element to keep in mind with ecommerce:
The buyer journey.
When advertising for a non-ecommerce store, there are typically two reasons why a user may be looking for the website: to search for broad information (eg. coffee beans) or to search for more specific information (eg. coffee beans from Costa Rica). This means that non-ecommerce advertising needs to be focused on two types of search intent: informational search intent, and navigational search intent.
That’s not true for ecommerce advertising. While ecommerce customers will still be searching with informational and navigational intent, there are other types of search intent to consider: commercial search intent (e.g. best brands for coffee beans) and transactional search intent (e.g. buy coffee beans UK). To excel at ecommerce advertising, ads and campaigns must be tailored not only to each stage of the journey, but also to each type of search intent that comes with the different stages.
Ecommerce Advertising Success
As it’s clear to see, there’s a little more to think about with ecommerce advertising than with other forms of digital marketing. But with the right strategy in place, retailers can successfully attract more customers, convert more leads, and make more sales. Get in touch with us to learn more about maximising your sales potential.