Paid advertising is, hands down, one of the most effective ways for eCommerce companies to increase short-term traffic. While it can be an incredibly potent tactic when executed correctly, when not done correctly, it can end up being a colossal waste of money.
Paid search marketing is when you display ads on a search engine (most often Google), and then pay each time a user clicks on your ad (cost per click or CPC) or each time your ad is displayed (cost per impression or CPM). CPC is more common and is generally the best tactic for sales, whereas CPM is favorable for raising brand awareness.
Before starting any campaign, we have a fairly intensive interview process with our client to ensure that we fully understand their business and objectives. Once we develop a solid understanding of their business, target audience, and goals, we decide which platforms to advertise on.
No matter the platform, we set up a campaign that’s tailored exactly to the company we’re working with and their goals.
Then once the campaign is up and running, we run daily “health checks” to find out how the campaign is performing and what can be optimized. Yeah, I guess you could say we’re a bit obsessive…but that’s how we ensure success.
Paid Ads Social Network
According to Mark Zuckerberg, there are more people on Facebook today than there were alive 100 years ago. Facebook’s large and incredibly diverse user base makes it a very powerful advertising platform for eCommerce companies.
Engagement on Twitter is, on average, eight times greater than other social media platforms. Twitter can therefore be a very effective advertising platform for eCommerce companies .
LinkedIn is one of the more expensive platforms to advertise on. The good news is that, for B2B eCommerce businesses targeting professionals and company decision-makers, it can also be highly effective.