A challenge that marketers face, especially those who are majorly dependent on e-commerce for its revenue, is to manage within a tight budget. The best way would be to enhance the efficiency is to improve the experience of the customers with the shopping ads. While making the same amount of money, the e-commerce companies can cut down the budgets allotted for shopping ads by 48%.
However, the hard and bitter truth is that almost half of the money spent on shopping ads goes in vain. Nearly all online retailers spend at least 76% of their budget on shopping ads. If you have to put an end to this waste, all you can do is to list several products on the landing page so as to complement the search results of the shopper.
18% of the e-commerce ad budget is spent on paid search. So, if one can curb down this waste, it can lead to a substantial increase in savings, which is near about 6.5%.
Why is there wastage in shopping ads?
You must have come across those shopping apps that ask you to click on a shopping ad. Here, the main problem is on the landing page. Mostly, the landing page of a shopping ad consists of only one product.
Among four online shoppers, at least one shopper begins his shopping journey at the ‘single product landing page.’ Unfortunately, these landing pages do not perform well in turning a prospective buyer into a stable customer. The landing pages are continually trying to look for options that are in sync with the customer searches. Just 1.5% of customers are transferred to a sale as soon as the page provides one option.
How to control waste on shopping ads?
In order to reduce the waste on shopping ads, online retailers can adopt some cost-effective ad types. They are as follows:
1. Google search ads
One of the top PPC services, Google search ads, asks you to pay only when a visitor clicks and checks your ad. With Google search ads, one can reach out to potential customers at ease. Since it targets a specific geographical area, you can point out a few keywords to gain more buyers from your target market. Based on an auction model, the Google search ads direct the ad’s position and if the ad will be shown.
2. Facebook ads
Another best platform to market all kinds of businesses, big and small, is Facebook. Being one of the most popular social media platforms, Facebook has more than two billion active users of which, each of them log in to the site eight times every day.
What makes Facebook to this list of cost-effective shopping ad types is Facebook allows you to target a particular class of audience as per your preference. Just like Google search ads, the Facebook ads too are auction-based.
3. Amazon sponsored ads
There are various advertising options on Amazon. Amongst all, sponsored ads are what is to be focused on here. Two specific factors drive sponsored keywords – the words with which a user searches on the search bar and the target words stored on the system of Amazon. Advertising on Amazon means you have a base of more than 100 million Amazon Prime members. Since Amazon is a shopping site, therefore you reach more buyers and not just viewers.
4. LinkedIn sponsored InMail
More than 160 million professionals use LinkedIn. If your business caters to localities, you can easily take advantage of LinkedIn ads. Although there are several types of LinkedIn ads, the most effective and affordable is using sponsored InMail.
Sponsored InMail is a bit different from Facebook, Google, and Amazon ads. When you use Sponsored InMail, you get permission to get into conversations and push your content with the fountainheads. As a result, you develop a good relationship with them. Use LinkedIn Sponsored InMail to reach out to active users via personalized messages.
5. Google maps PPC ads
If your business is more of a location-based one, marketing through Google maps would be the best idea. The process of utilizing Google maps to draw more customers towards your business is known as Google Maps marketing.
84% of buyers prefer searching locally. 74% of people who search for a service or product or a nearby location end up stepping into the store within the next 24 hours. Out of this 74%, the actual purchase is made by almost 28% of customers. The charges of this PPC service are based on the click-to-call, getting directions, and getting details of the location.
Conclusion
E-commerce companies today are keener on cutting down their costs from shopping ads. To eliminate charges on shopping ads, follow all the points mentioned above. Online advertising can be very useful and affordable irrespective of the size of the business.