The pandemic has undoubtedly accelerated the growth of eCommerce as more consumers are shopping at the comfort of their own homes during the lockdown and the re-opening of the economy.
To help businesses improve their eCommerce retail sales, I have come up with four digital marketing tips you can use:
Use Google Shopping Ads
Shopping ads are ads that include rich product information, such as a product image, price, and merchant name. They’re created using data attributes from the product information you submit in your Merchant Center data feed and are shown to people who are already searching for the kinds of products you advertise.
Example of Google Shopping Ads:
Google Shopping Ads are triggered and shown on Google search results based on the relevancy of search queries in relation to the product names, descriptions, and webpage content on product pages. For example, Nike shoe ads in the screenshot above are shown when I search for “Nike shoes” because the keywords “Nike” and “shoes” are included in the product names and descriptions.
Google Shopping Ads are effective at driving traffic and sales for retailers because these ads are bringing traffic from prospective buyers who are actively looking for the type of product or service you offer.
2. Use Remarketing Lists for Search Ads
Remarketing lists for search ads (RSLA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites. You can use RSLA to bring up previous website visitors back to your website by increasing your bid for these visitors.
For example, if you’re a camping gear retailer that sells camping equipment such as tents or coolers, you can use RSLA and increase your bid for targeted keywords “tent” and “coolers” to bring previous visitors who are searching for these products back to your website.
3. Use Text Analytics For SEO
Text analytics refers to using software programs or coding to analyze text data such as Instagram comments or Google Reviews to understand online users’ preferences, opinions about a product or service, or future buying intent. You can also use text analytics to find topics that customers are discussing online and which keywords customers use to discuss these topics. Once you have this text data, you can include pertinent data in your website content so you can rank for search queries that your customers use in their online discussions and part of their natural language.
4. Create Walkaround of Product-Specific Videos
By developing video content such as walkaround videos of a product such as a vehicle, real estate property, or a pair of newly released sneakers, you can give invaluable details of your products or services while shoppers are shopping on your website or doing product research or comparison on YouTube. Offering this information will help your customers make a purchase decision more easily while they’re shopping online.
While new changes in the current business market has created challenges for retailers, opportunities have also emerged. Consumers are doing more research and shopping online since consumers are at home most often now and they can do a majority of their shopping or research digitally conveniently at home. As retailers, you can adapt and leverage this new shopping behaviour or trend by using Google Shopping Ads, RLSA, text analytics for SEO, and video content, to bring in more quality traffic and prospective buyers to your website and improve your online sales revenue!