The basics of online advertising

By Andrew Richardson, Unearthing Marketing

MOnline traffic is on the rise, but my income has stayed the same. Am I doing something wrong? We hear variations of this statement at least twice a week from potential customers: retailers who want to increase their revenue through their website, but aren’t getting the results they hope for even after trying Google Adwords.

Unfortunately, the truth is, you can’t just spend money on advertising and hope it works without laying the foundation for it first. In this article, I’ll walk you through some fundamentals of building a sustainable online presence.

Create an incredible customer experience
Customers come to your webpage for two reasons: to find out more and to find the best price. Transferring your source of knowledge into your product copy not only increases your Google Quality Score and improves search engine rankings, but shows a customer that you are a genuine and trustworthy voice in your field. Forget the auto-downloaded provider copy and move on to personalization. It will do wonders.

Making your product copy compelling to its target audience is essential for organic traffic. The more time someone spends scrolling through your page, the higher you rank in search results – so if you’re writing about a city bike step-by-step, make it relevant.

Organic clicks return an ecommerce conversion rate of 1.5% (on average), compared to paid ads which return 0.2%. Build that foundation as a long term investment and watch your web traffic grow.

Tip: Have staff members write about their favorite products and provide examples of how they have used the product. Consumers are always looking for more information, and if you can prove that this product solved a problem, then that hesitation to buy just goes away.

Understand your audience
While it’s easy to understand your customer from face-to-face interactions, getting to know your audience behind a screen has become nearly impossible without the right tracking tools. Making sure your Google Analytics account is set up correctly and tracking the right metrics is a good start, but knowing how to act on that data is where most lags. But hey, it’s for another edition …

Tip: configure audience tracking via Google Tag Manager, connect your audience source via Google Ads and feed your Google Analytics account in Google Ads. Let it collect data for a month, then start advertising based on your personalized audience. You’ll thank me later.

If you’re looking to really target your audience and don’t know where to start, contact us at [email protected]


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