1. Paid Traffic
- So let’s quickly cover what you need to know about paid traffic.
- The first thing you must appreciate is the power of spending small amounts to ‘test the
- A better approach is to just spend small amounts of money at a time. A good suggested
the starting point is no more than $50.
- It’s important to spend small amounts because there’s no guarantee that your campaigns
are going to work out.
- But that’s okay because if one campaign doesn’t work, you can always create another one.Sure, you can stick to best practices and improve your odds, but you’ll still need to do lots of
experimentation to get optimal results.
- When running paid traffic campaigns, you should not spend your entire budget on a single
- Rather you should have multiple campaigns and then multiple ad variations for those
- You then drive traffic to each of them, closely monitoring the metrics to see which ads and which campaigns are bringing you desirable results.
- When you spot a few winners, you can then raise the spend for those ads and campaigns.
You must also have a clear understanding of who your customer is.
- If you’re struggling to figure out who your customer actually is, Generating a Buyer Persona can help you along.
- Alternatively, if you have an email list of customers, consider sending them all a survey to
better define who they are.
- Provide an incentive, such as a coupon code, to ensure that people fill out surveys quickly
- So now that we’ve got that out of the way, let’s look at the ad platforms that you can use in order to generate sales. And these are:
- Each platform is going to work slightly differently, so let’s briefly go through each one and
see how you can use it to generate sales.
Let’s just go through the process of creating an ad on Twitter.
- First head over to business.twitter.com.
- Then click on ‘Twitter Ads.’
- You should see a page, where you’ll see ‘Create new campaign’ button, click on it.
- When you click on that button, you’ll see a drop-down menu.
- Pick the option called ‘Website clicks or conversions.’
- You’ll then be taken through the ‘setup’ process for your ads.
- Give your campaign a name. If you have the time and ability to do so, set up ‘conversion
- In doing so, you’ll be able to gather some valuable data, in terms of how your campaign is
performing, and if it is delivering on the goals you’re aiming for.
- You’ll then need to ‘Select your audience.’ Pick a location that best represents your target
- If you have the means to do so, consider picking a few of the top English speaking countries, such as the UK, Australia, and New Zealand.
- To ensure that your ads are shown to people who will understand them, pick the language
- The gender option is going to depend on the kind of products you’re going to be promoting.
You then need to ‘Select devices and platforms.’ If you’re going to pick any mobile devices,
ensure that your website is setup to work properly on mobile devices.
- The ability to ‘Target new devices’ doesn’t really matter for the moment. Then there’s the
option to ‘Select Additional Audience Features.’
- This is where you can really adjust the targeting options of your ads.
- Now let’s target Twitter users who use the keyword you select.
- When setting up the ‘Keywords,’ you have the option of deciding what you want Twitter to
do with the keywords provided.
- Let’s imagine you want to sell ‘dog treats.’
- You can choose the keyword ‘dog treats,’ but you can also decide that you want all
variations and even similar versions of the keyword, to be targeted.
- This can be a good idea if you’re trying to reach a lot of people.
- There’s also the option of ‘Phrase Match,’ of which allows for you to target phrases that
contain the keyword you have chosen.
- You can also pick the ‘Exact Match,’ option, that ensures only that keyword in isolation is
- You can also pick the ‘Exact Match,’ option, that ensures only that keyword in isolation is
- And then you can do the same in reverse, by picking the ‘Negative match,’ keywords.
- This is where you exclude the keywords you choose.
- Here’s what would happen if you chose ‘Negative Phrase.’
- And here’s what would happen if you chose ‘Negative Exact.’
- When you do select a keyword, Twitter will then let you know the estimated ‘daily volume,’
based on the ‘Tweets containing each keyword.
- ‘Followers,’ gives you the chance to target other Twitter users who have similar interests in relation to the keyword you select.
- ‘Tailored Audiences,’ lets you target your existing list of customers or those who have
already visited your site.
- ‘TV targeting,’ provides you with the chance to target by TV Markets.
- You can even target networks and show genres. You can also target specific ‘shows,’ too. If you promoting ‘dog treats’ you might target TV shows that are related to dogs.
- ‘Behaviors,’ lets you target people by their recent behaviors, based on 3rd party data.
- ‘Event targeting,’ is when you target your ads based on certain regional or even global
The next step is deciding on a budget
- When you pick daily maximum budget, you’ll see on the right-hand side the ‘Estimated
- Here you can see that with the current budget, the estimated reach is ‘40K,’ but the target
audience is actually ‘147K.’ This is important because it lets you know the potential of the
- You then need to ‘Compose Tweets.’
- Keep in mind whenever you are promoting a tweet, make an effort to include a ‘call to
action’ within each one, or at least something that creates a sense of urgency.
- If you have an existing Tweet that is already bringing you a great level of engagement, then consider promoting that too.
- Keep in mind, however, that if the Tweet doesn’t include a call to action, it may just help
raise awareness for your brand more than anything.
- If you want to maximize the impact of your Promoted Tweets, you might want to consider
the use of a ‘Website card.’
- Such a card will allow for you to include a large clickable image within your ad.
Now let’s quickly cover how you can use Facebook and Instagram
- We’ve already covered in detail how you can create Facebook Ads, so let’s just take a look at some unique strategies you can use within Facebook Ads to generate sales.
The first is ‘Lookalike Audiences.’
- This is where Facebook will show your ads, based on audiences that are similar to the ones you’re already targeting or serving.
- To create this audience, Facebook will need to analyze your website visitors or even just a
list of customers you have in your possession.
- If you want to set up Lookalike audiences, head over to
- When there, you first need to create a ‘Custom Audience.’
- To do that pick the ‘Custom Audience’ option, from the drop down menu.
- You then need to pick a ‘Source Audience,’ that Facebook can analyze.
- If you want to use ‘Website Traffic,’ as your ‘Source Audience,’ you’ll need to install a
‘Facebook Pixel’ on your site.
- As you get better at using Facebook Ads, you can use the Facebook Pixel to create ad
campaigns geared towards really niche audiences.
- For now, however, if you just want to use people on your email list, pick the ‘Customer List,’
option and follow the instructions.
- Once you’ve uploaded your Custom Audience to Facebook and it has been analyzed, you
then need to select ‘Lookalike Audience’ from the drop down menu.
- Then pick the audience you set up earlier and choose the country.
- Keep the audience size near 1% for now, as this will ensure that the targeting is fairly tight.
Another strategy you can use is retargeting.
- Retargeting (also known as ‘remarketing’) is when your ads are shown to people who have
already visited your site.
- To set up retargeting, you’ll need to follow the instructions mentioned above, in terms of
how to create a Custom Audience.
- However, when adjusting the settings for the Facebook Pixel, you’ll want to pick something that is representative of what you’re trying to achieve.
- Say you have a website that sells ‘dog treats,’ and you want to retarget those who have
looked at the product page that sells ‘Chicken Dog Treats.’
- You would first adjust your Facebook Pixel so that it collects data based on ‘Website Traffic,’ and, more specifically, ‘People who visit specific web pages.’
- You would then enter in the URL of your product page where ‘Chicken Dog Treats’ are being sold.
- Then you’d click ‘Create Audience.’
- Once you’re sure that your pixel has been installed, you can create an ad that targets this
group of people specifically (people who looked at Chicken Dog Treats on your site but did
- To do that, go through the ad creation process, but when it comes to setting up your
targeting, pick the audience you created in the ‘Custom Audience,’ section.
- The creation process for Instagram ads is pretty much the same as it is for Facebook Ads.
However, the creatives (the images) tend to work differently across the platforms.
- There’s no need to worry, however, as we have covered how you can create great images for
your Instagram accounts, in this past post.
- Just make sure that if you’re going to create ads directed towards Instagram only (or even
just for Facebook), you remove all the options that aren’t relevant.
- So that’s how you can use paid traffic in order to boost the number of sales you’re
generating for your eCommerce site.
- Now let’s look at what else can be done.
Make your Checkout process simpler
- There’s also the option of making your checkout process simpler.
By providing people with the option to checkout as a ‘guest,’ you’ll be able to soften the
process of checking out.
- Another way you can make the checkout process simpler is by reducing the number of form fields that potential customers need to fill in.
- You can even add features that make it so that the ‘necessary,’ form fields are easier to fill
Use email marketing
- The other method you can use to grow your eCommerce store is email marketing.
There are two ways to approach email marketing for your eCommerce store.
- One is marketing to a list you already have and the other is creating a new list entirely.
If you already have an email list of customers, which is true for many eCommerce stores
because people provide them during the checkout process, you’re off to a good start.
- However, if you do not have an email list already, then you’ll need to first focus on creating
- If you want to do that well, it might be a good idea to conduct a giveaway.
- Giveaways like this tend to work really well if you run the right kind of traffic to them.
- If your giveaway is set up properly, you’ll find that it will take on a life of its own and your
site promotion won’t be entirely reliant on paid traffic.
- But what can you do in order to generate sales from that email list?
One solution is ‘Cross selling.’ This is where you sell people products that are
complementary to what they have already bought.
- Do not confuse this with upsells. Upsells are when you try and sell people on a higher end
- Arguably, cross-selling is easier to do via email, as upselling often needs a bit of real time
- We’ll look later at how you can implement upsells on your site. For now, we’ll discuss cross-selling.
- You can do cross-selling be using email marketing to promote your offerings connected to seasonal events.
- When you get better at email marketing, you’ll be able to segment your lists and promote
these kinds of sales towards the people that are most likely to buy from you.
Become better at showcasing product benefits
- Another thing you can do in order to improve eCommerce store sales is to showcase the
benefits of your products better.
- There are multiple ways you can do this. Maybe the most obvious way is by taking better
pictures of the products you’re showcasing.
- Here are a few tips to keep in mind, however.
- The first is to ensure that you’re taking your pictures against a good background.
In most cases, you’ll go a long way by using a white background.
- The next thing you’ll want to focus on is using the right kind of lighting.
- You often can’t rely on the flash provided by your camera.
- In some cases, you might be able to rely on natural lighting.
- If you do not want to do all of the photography work on your own and you want to find an
expert who can take care of all of the work for you, consider visiting Shopify Experts.
You can also use videos to showcase your products.
- The kind of video you create is going to depend on the product in question.
- But you’ll find that videos that showcase product dimensions, as well as product
functionality, tend to be really helpful.
- And of course, the other thing you can do is to improve your product descriptions.
Whenever you’re describing benefits, you need to have an in-depth understanding of who
your customers are.
- You can then relate how certain features of the product will aid the struggles of your
- If you want to emphasize any of the points you’re making on the page, consider using some ‘Power Words.’