Google recently began serving shopping ads within organic search results. Merchants with product feeds can benefit from free traffic. But before starting to run commerce ads on Google, you must understand your audience’s buying habits. A simpler purchase path translates to a higher ROI. Here are some tips to make your commerce ads as successful as possible:
Creative for Retention ads
As more brands place an emphasis on customer retention, creative for retention ads in commerce should be a top priority. Facebook offers an opportunity to use UGC to tailor ads based on the UTM from each channel. For example, if your customer acquired your product via Facebook, they will receive a different offer than those who were referred by friends. An analytics tool can help you customize offers based on customer lifetime value and show which acquisition channels are most effective.
Retaining customers is an essential goal of ecommerce businesses, no matter what size they are. If customers are not engaged, they are likely to churn and turn to competitors. Retention campaigns can drive a positive impact on CLTV by building a loyalty program or requesting reviews. Listed below are three creative tactics to improve customer retention:
Creating rules for e-commerce ads
When it comes to running successful e-commerce ads, creating rules for your ad set is key. With these rules, you’ll be able to control the budget and target for your campaigns. You can set rules to increase the budget for a campaign when a specific percentage of the campaign’s ROI is met, or to reduce the budget when a certain number of store visits is achieved. You can also use this data to make adjustments to the ad set or to adjust its aggressiveness. Most importantly, having the right data is key to creating successful ad campaigns.
Measuring e-commerce ad performance
How do you measure the performance of your e-commerce ad campaign? Metrics can be quite useful in measuring the success of your e-commerce website. For example, a metric could focus on the number of qualified leads generated by your paid ad campaigns. If your website only sells physical products, you would not measure the effectiveness of your e-commerce ads if you don’t see any traffic from them.
Another e-commerce KPI is churn rate. This is the annual rate at which customers stop subscribing to a service or a product. Many ecommerce companies track this KPI. Some subscription plans measure starting subscribers by month, year, or quarter. For example, if someone signed up for a three-month subscription, they will measure how many people started the subscription and how many dropped out.
Creating dynamic search ads
Creating Dynamic Search Ads for your ecommerce website can help you make the most of Google’s new bidding strategy. By using your website’s content and page feeds to power your ads, you can easily scale your ad campaigns and get maximum ROI. But this new type of advertising requires careful management and attention to detail. Here are some tips to ensure you get the best performance from this campaign type.
First of all, structure your campaign properly. Dynamic Search Ads campaign use auto-targets that reside in ad groups. Structure your auto-targets by product line and major category. This way, you’ll be able to better control their granularity. For example, instead of targeting all users, you can target only users associated with specific lists or categories. The latter option will work best if you’re targeting users who have already visited your website.
