How to market an eCommerce business :-

Anytime we’re talking about affiliate marketing, we are talking about a content driven website. WordPress is still the best for that. Once your branded product takes off, you might want to move your site Ecommerce marketing is the process of driving sales by raising awareness about an online store’s brand and product offerings. Digital marketing for ecommerce applies traditional marketing principles to a multichannel, data-driven environment.

When you break it down, ecommerce marketing can be divided into two general initiatives: driving website traffic and optimizing the user experience to convert more shoppers. Both are crucial components of your ecommerce marketing strategy and growing your online business, and they should be treated as equally indispensable.

To gain an understanding of ecommerce marketing basics, start with a solid foundation of commonly used terms.

Ecommerce Marketing Channels:

1. Pay-per-click advertising (PPC).

Running an effective PPC campaign involves strategic bidding on the keywords or phrases used in the ads you create. Your ads will appear above or below non-paid organic search results, with higher bids earning the #1 position. Search engines earn revenue on a per-click basis, while impressions are determined by user search query.

2. Search engine marketing (SEM).

Often used as a synonym for PPC, SEM refers to paid advertising campaigns. This multifaceted term is used by many marketers to describe all paid and organic efforts. It’s also used to describe efforts on Google’s AdWords platform and paid platforms on other search engines, such as Bing.

3. Search engine optimization (SEO).

Unlike the paid advertising methods described above, SEO traffic generates unpaid, “organic” results across search engines like Google and Yahoo. Successful SEO combines adherence to best practices on a product level in tandem with content creation, inbound links, social media engagement and many other factors taken into consideration by search engine algorithms.

4. Display advertising.

Display advertising refers to banners, sidebars and other predominantly-visual advertisements that appear on other websites. Display ads are facilitated by ad networks such as Google Display Network.

5. Affiliate marketing.

Affiliate marketing leverages product-focused referrals such as reviews, comparisons and testimonials, to drive traffic to an online retailer’s website. Receiving a set commission for referred sales, affiliate marketers typically have a loyal following or receive traffic from some of the above channels.

6. Email marketing.

Email marketing is used to target current, potential and past customers with newsletters, abandoned cart notifications and remarketing.

Apart from these channels that we have already done in the previous modules  ,there are also some additional features which can prove to be a great asset to get maximum ROI for our ecommerce business. These ads are known as dynamic ad system .

According to a research dynamic ads can give you 20% more conversion than any other channel.

Basic Definition

Dynamic creative is a term commonly used in digital marketing, and is simply another way of saying “personalized content.” Dynamic ads are built in real time when an ad request is sent to the server, and will pull different creative elements based on the environment, the user and other factors.

From a specific location to a recent web search, or the history of the pages you have visited, an ad using dynamic creative will serve content based on the customer and his or her behavior.

How Does Dynamic Creative Work?

Think of dynamic creative as a matchmaker. The content is based on your likes and sometimes dislikes. The more you shop around for a certain product or service, the more it will tailor the ads you see to those search results.

How it does this is through the use of cookies, tracking data, time of day, day of the week, geographic location and many other factors to build ads that are targeted at the website visitor. And although some ads are alike, the ones you see will be tailored to your very specific needs. You will have a different advertising experience entirely from someone just a few blocks away who is on the same website because they have been searching for different things.

What’s more, people in different parts of the country, or the world, will see different pieces of creative based on their surroundings and local events. Dynamic creative is so flexible, it can sometimes be quite startling to see ads that make you go “wow…I was looking for something just like that, how do they know?”

Types of dynamic ads and how to create it :-

1.PLA (Product Listing ads) :-

Product Listing Ads are cost per click (CPC) ads which online merchants purchase through AdWords. These ads appear on Google Search pages to the left, and top of results. Product Listing Ads are most distinguishable in that they:

1) Feature a product image, and

2) Are tailored towards products and product categories (vs. keywords)

How to create a plaad :-

Part 1: Setting Up Your Data Feed

Google defines a data feed as “a file made up of a list of products which use groupings of attributes that define each one of a merchant’s products in a unique way”.  By describing your products using these attributes, users can search and find your products more easily. One of the first important decisions is to choose the format of the data feed. The format needs to be selected according to your needs as a merchant as well as the ability to create the file. Google supports data feeds in two general formats, text (.txt) and XML (.xml). Smaller merchants are advised to use a .txt format, as it requires the least technical knowledge and can easily be created by using a spreadsheet editor, such as Excel or Google Doc.

The screenshot below shows the spreadsheet version of a product feed. Attribute names need to be included as headers in the first row, while the rows thereafter describe your items according to the attributes. When done adding all the products and corresponding attributes to the feed, the file needs to be saved as a tab-delimited file.

Required attributes:

–       id: Each item has to have a unique identifier and the id cannot be re-used between feeds.

–       Title: This describes your item so include any characteristics such as color or brand to differentiate your item form others. The title can be up to 70 characters long.

–       Description: Use up to 10,000 characters to include further information about your item. Be aware that this is displayed in the shopping search results.

–       Product type: This field categorizes the category of the product submitted. You can either use Google’s category taxonomy or your own classification.

–       Link: This is the URL that links directly to your product.

–       Image link: This attribute will display an image of your item. The accepted image formats are GIF, JPG (or JPEG), PNG, BMP, and TIF.

–       Condition: The condition attribute lets the buyer know if your item is ‘new’, ‘refurbished’ or ‘used’.

–       Availability: This attribute declares whether your item is ‘in stock’, ‘available for order’, ‘out of stock’ or ‘preorder’.

–       Price: The price attribute needs to contain the most prominent price on the landing page and must include a currency according to ISO 4217 Standard.

–       Brand: This needs to be the brand name of the item, not the store name unless the product is manufactured by that store.

–       Gtin: This is the global trade item number for the specific item.

–       Mpn: The manufacturer part number of the item identifies the product to its manufacturer and specifies each item.

–       Gender/age group/color/size: required for apparel products

–       Tax: This attribute is only accepted in the US and can be used to override any merchant-level settings in your Google Merchant Center account.

–       Shipping: Provide specific shipping estimates for your items or override the shipping settings you submitted in your Google Merchant Center account.

–       Shipping weight: This attribute is required if you set up a shipping rule in the Merchant Center that is based on weight.

–       Item group id: This is required for all variant apparel products in the US.

–       Color: This defines the dominant color of an item but multiple colors can be added by using a ‘/’ in order of prominence.

–       Material: This attribute describes the material or fabric that an item is made out of.

–       Pattern: Pattern or graphic print featured on your item.

–       Size: Specific size of your product.

Additional attributes:

–       Google product category: This attribute is recommended as long as it is not required to further describe your item by category.

–       Additional image link: Any images that show your product/item from a different angle, images of packaging or variants of the product.

–       Sale price: This attribute shows the advertised sale price of the item and is recommended for items that are on sale.

–       Sale price effective date: This is used in conjunction with the sale price attribute and indicates the date range that applies to the sale price.

–       Adwords grouping: This attribute groups products in an arbitray way. It can only hold one value and can be used with CPC or CPA bidding.

–       Adwords labels: This attribute only works with CPC bidding but can hold multiple values.

–       Adwords redirect: This attribute allows advertisers to specify a separate URL that can be used to track traffic coming from Google Shopping.

–       Gender/age/size: While these attributes are required for all apparel items, it might also make sense to include it for any other items to further describe your products.

–       Color: Use this attribute to describe your items by color.

–       Online only: This attributes clarifies whether an item is available for purchase only online.

–       Excluded destination: By default your items appear in Google Commerce Search or Google Shopping.

–       Expiration date: This attribute shows the date that an item listing will expire.


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