eCommerce Marketing

Introduction to eCommerce marketing

Every online retailer wants to find an efficient way to increase traffic to their store and drive sales. Even with a strategy laid out, you may find you are stuck in a difficult position trying to find the right tactics and tools to achieve the desired outcome.

Our experience with ecommerce marketing allows us to put together an effective marketing strategy and develop a plan of action that is tailored to your business. We will demonstrate how ecommerce tools can be used to advance your campaigns and suggest ideas that will drive new customer acquisitions and more repeat purchases from the customer base you already have.

Contact us today and speak to one of our consultants. Find out how we can help your business increase market share, grow conversions and revenue, and improve ROAS.

We offer paid advertising services across search and social platforms, with a particular focus on ROI. Our services are ideal for brands looking to improve the efficiency of their campaigns and grow their marketing activity.

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What is eCommerce marketing

In simple terms, ecommerce marketing is the process of generating interest for your products which ultimately drive traffic to your online store. The primary objective of this exercise is to convert that traffic into paying customers and retaining them.

A comprehensive ecommerce marketing strategy is made up of two key components and can be categorised as on and off-site strategies. Off-site marketing strategies are focused on demand generation and driving traffic to your store. Without an equally effective on-site strategy, which is CRO focused, your marketing is doomed to fail. A successful ecommerce strategy should help you build brand awareness, drive demand for your products, and increase sales and revenue.

Ecommerce marketing is one of the most flexible forms of marketing available to brands today. You can choose to promote your online store, drive sales for specific products, or encourage customers to visit physical locations.

Popular eCommerce Marketing Tools

There are many tools businesses can use to reach their target audiences and sell their products effectively. The most valuable of these platforms include the following:

Google Ads:

Google Ads is a robust marketing tool which allows businesses to target their customers through Search, Shopping and Display marketing.

For an online retailer, the most effective tool, without doubt, is Google Shopping. This allows prospective customers to search and find products and compare prices between different vendors. To use this feature a product feed needs to be uploaded to Google Merchant Center so that the data in the feed can be used to match search queries with products and deliver ads to customers in a timely manner.

For a more comprehensive Google Ads strategy, product-based search campaigns and remarketing will complement the efforts of Google Shopping and further enhance performance.

Facebook Product Ads:

Products ads are a marketing solution developed by Facebook designed to promote multiple products or an entire catalogue of products. With product ads on Facebook, businesses can showcase their products to their target audience groups, at the right time, across all devices their customers use.

Facebook Ads allow marketers to upload their entire product range and create highly targeted campaigns for specific products and audiences. Additionally, Facebook can automate ad delivery to show the most relevant products to prospective customers, with a view to maximise ROAS.

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eCommerce Strategies

Off site

To develop a successful off-site strategy, businesses need to firstly establish who their ideal customers are. This will then help determine which marketing channels to use and how best to target the customer base through the available channels.

Here are some questions to think about before creating an ecommerce marketing strategy:

  • What is the objective of your campaigns?
  • How much budget is allocated for these campaigns?
  • What is the allowable cost per acquisition, CPA?
  • What is your customer demographic?
  • Where are your customers, local, national, international, or global?
  • How many products do you want to promote?
  • What is your stock situation?
  • How much control do you want over ad delivery and audience targeting - Would you prefer an automated solution, manual solution, or a combination of both?
  • How do you measure performance and define success?

The ultimate objective of any marketing campaign is to drive sales. Having said that it is important to be as specific as possible. Customer retention is different to driving new customer acquisition which is different to targeting existing customers. This will determine how audiences are targeted, the types of campaigns created, and the channels used.

Similarly having a set budget will help determine which channels you can use, how many campaigns to run at a given time and even the number of products you may want to promote.

Calculating an allowable CPA can help identify the best products to promote, taking into consideration profit margins and returns. It can also determine which channels to use. Expensive and low converting traffic sources can be left out of the marketing mix.

Knowing your customer demographics can help set targeting parameters across many marketing channels and platforms, improving the overall efficiency of ad performance.

Knowing where customers are based is also vital and can affect many things including geo targeting, language, campaign set up, product feed build and so on.

Platforms like Google Ads and Facebook offer both manual and automated campaigns. Both features have advantages and disadvantages, but you may find a combination of both works best.

After carefully considering all these aspects you should have a good understanding of the products you want to sell, the ideal customer profile for your products and the best way to reach them, whether it’s through a specific channel or by applying the correct targeting criteria.

On Site:

Getting traffic to a website is only half the challenge. It is vital to ensure that once a visitor arrives on a page the process of making a purchase is as straightforward as possible. No doubt, at this point you have all the basic features on your product pages and across your website, but it is important to check usability on a regular basis and test new features, especially if they can improve conversion rate or average order value.

Key objectives for on page optimisation:

  • Upsell your products
  • Reduce cart abandonment
  • Make it easy for customers to get what they want
  • Optimise product pages
  • Optimise for mobile
  • Improve CR
  • Increase AOV

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Key eCommerce Marketing Metrics to Track

Compared to other types of marketing, digital gives advertisers far greater transparency to measure actions and see behaviours. You can measure exactly how many people see and engage with your ads and precisely track the output of your marketing efforts.

The data collected is unbelievably valuable. As well as giving a snapshot of campaign performance today, the interpretation of the data can tell a story. It can help identify areas of weaknesses in your marketing, discover new opportunities for improvement and is a key element of the campaign optimisation process.

As an online retailer you may consider measuring the following metrics:

  • Impressions
  • Clicks
  • Cost
  • Reach
  • Click through rate (CTR)
  • Cost per acquisition (CPA)
  • Return on ad spend (ROAS)
  • Ad engagement
  • Abandonment
  • Average order value (AOV)
  • Sales conversion rates
  • Customer Retention rate
  • Customer lifetime value (CLV)
  • Repeat customer rate
  • Refund and return rate
  • Ecommerce churn rate

Product feed

The product feed is the most important element of any shopping campaign, whether you want to promote through Facebook or Google Ads. The feed contains all the product information required start selling online.

A typical product feed must contain some basic product data to work. These are as follow:

  • Product id
  • Title
  • Product description
  • Link to product page
  • Image link
  • Stock/availability
  • Price
  • Currency
  • Brand
  • Gtin number

Depending on the type of product you are selling additional information may require. For example, “condition” if product is used, “Age” if products are for a specific age group, “gender” if targeting a specific gender, “Colour” description of the product, “size” of product if available in multiple sizes and so on.

Putting all this information into a document and linking it to your ad account is not enough to create a successful shopping campaign. Although you have all the elements to go live with your campaigns, it is the organisation of the feed that will determine how successful your efforts will be. Making sure you have a well organised product feed, which uses correct product categories and labels to segment products, can significantly improve performance and ensure you have more control over how campaigns are set up and managed.

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