How display ads, remarketing and video can enhance your ecommerce Paid Media offering

By Stan Welman-Williams
May 31, 2022
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So I’ve previously discussed both how and why PPC can benefit your ecommerce business, and I’ve mainly focused on the more ‘traditional’ ways of doing this through shopping and search campaigns.

It’s true, those are the two types of campaigns that are likely to generate the most conversions and the best ROAS/ROI. However, that doesn’t mean that different sorts of campaigns can’t be useful in helping your ecommerce business; even if they aren’t generating conversions or you can’t see how they’re directly contributing to your ROI.

Before I begin though, I should probably introduce myself…

Hi there I’m Stanley, the PPC Manager here at The Evergreen Agency 👋

Throughout my years of working in Paid Media, I have had to learn that there is more to marketing than just looking at the data and numbers (although ultimately, data and numbers are what it all boils down to).

Just because something doesn’t show a definitive conversion value doesn’t mean that it isn’t valuable and isn’t enhancing the business!

The marketing funnel is varied and in some cases very long. As someone who primarily specialises in PPC, I tend to focus on the mid to lower funnel which Paid Search is a fantastic tool for. However, that doesn’t mean there aren’t a wealth of ways to make sure you are hitting the top of the funnel with Paid Search as well.

Being across the whole marketing funnel makes it a lot easier to garner conversions and this can all be done with Paid Search, however you should have a marketing plan that encompasses a wide range of methods so that you aren’t reliant on just one tool.

A lot of this comes down to brand authority and brand loyalty.

By using display ads, remarketing and video campaigns you can make sure that your brand is in front of a lot more people and top of mind a lot more than you can if you are only targeting people who are actively searching for the products that you are offering.

Traditional marketing methods like TV, Radio and newspaper ads don’t aim to get the user as they are searching, they aim to be there before so when the person does want the product they’ll remember your brand and seek you out.

Display ads and video campaigns can act like traditional marketing and can massively help you increase brand awareness. This will then help when people are searching for your product, even if they don’t seek you out directly!

If they once again come across your product/service during their search, you will already have some authority, making them more likely to convert. ✅

This won’t be reflected in your data as it will only show the keyword and ad that converted (although with different attribution and view throughs you may be able to gather some of this information), but it’s definitely worth running the display and video campaigns else you may not have gotten the conversion.

Remarketing is another tool that may not show you how well it is actually doing within the Google Ads account, but is another invaluable tool for making sure that people remember you if they haven’t yet finished their purchase or have purchased with you previously. In both cases you can tailor your message to the user to get them to come back and finish their purchase, offer a discount code or entice them back to purchase another product.

Dynamic remarketing can even show products that the user has viewed so that you can directly show them things they were previously considering. You can even set it up so that this is different for each user which makes them even more likely to return.

So what can you do to make sure your display ads and video campaigns are working to their full extent?

There are a couple of key things that you want to consider when setting up your campaigns.

First of all is your targeting.

You can target in a few different ways such as audiences, keywords, placements and topics. Each of these gives you a way to decide who sees your display and video ads.

  • Audiences looks at people’s viewing habits and the profile Google has created for them and then shows your ads to people who fit that category.
  • Keywords are your standard affair where Google will show on websites and videos that hit certain keywords.
  • Placements allow you to decide which websites you want your ad to show on, although you need to make sure to add enough so that you are getting good traffic.
  • Topics mean your ads are shown on websites that match topics with what you have input.

All of these are useful to make sure that you are showing to the relevant people. Be aware that all of these are a lot broader than your standard Google ads search keywords.

Next you need to make your creative.

Creative needs to draw the eye and also get across your message succinctly. You want to include your brand, an idea of what it is your brand does and some USPs if possible.

This is also true of video content despite having technically longer to sell yourself, YouTube does give users the opportunity to skip after 5 seconds so it is key to make sure that you front load your video with your brand and the most important information.

It is also important to make sure that you experiment and trial with different creative so that you are able to see what engages customers the most. Oftentimes it may not be what you expect as customers often focus on things that you as a business owner don’t think is a key element.

So there you have an insight into the ways your less ‘traditional’ conversion focused campaigns are able to help with your e-commerce business and how using them can increase brand authority and top of the funnel marketing which will, ultimately, lead to more conversions down the line through your search and shopping campaigns.

I hope this has been helpful and provided you some food for thought!

If you’re interested in learning more about the ways Paid Search can elevate your ecommerce business and drive conversions, make sure to sign up to The Evergreen Way to keep up to date with all our upcoming articles!

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