Advertising is a great way for eCommerce brands to attract a relevant audience to their websites.
This improves their chances of amplifying sales since they will be targeting people who are most likely to be interested in their products.
However, you may still end up with mediocre results in spite of effective targeting and an attractive ad creative.
More often than not, that happens because you’re committing one -or more- of the three “Cardinal Sins” of eCommerce advertising.
For the sake of the business, it’s important for brands and marketers to be aware of them, so they know exactly what they need to avoid.
Let’s take a look at the three of the most common eCommerce advertising mistakes and how you can overcome them.
eCommerce Advertising Mistakes #1:
Directing Prospects to a Slow-Loading Website
Picture this scenario – someone sees an ad for your product that they really like and then click on it. But the product page takes forever to load so the visitor gets frustrated and leaves.
You’re losing out on a potential sale not because you targeted the wrong person or advertised the wrong product, but only because your website took too long to load.
This is something that advertisers frequently overlook, even though they invest hundreds of dollars into advertising their products, they seem to forget that the page-load time of their website could have a drastic impact on their ad conversions.
The proof is in the numbers:
47% of customers expect a webpage to load within 2 seconds.
64% of mobile users expect a webpage to load within 4 seconds.
Just one second of delay in page load time can reduce conversions by 7%.
79% of customers who had a bad experience with website performance are less likely to become repeat buyers.
So the next time you run an ad, make sure your landing pages and product pages load quickly. That will help you quickly convert your visitors before they change their minds.
Plus, a fast-loading website benefits both your PPC and SEO efforts.
In terms of SEO, Google considers user experience and bounce rates as ranking factors. And when your website loads quickly, it reduces the chances of people bouncing away.
Pro tip: Use the Google PageSpeed Insights to run a speed test on your website and webpages.
In addition to analyzing the speed of your website, this tool will also show you missed opportunities and recommendations to improve your load speed.
This could be anything from reducing the number of page redirects to serving images in next-gen formats that have superior compression.
eCommerce Advertising Mistakes #2:
Ignoring Google Shopping
A lot of eCommerce brands still ignore Google Shopping when running ads for their products.
This is Google’s dedicated shopping search engine where all of the details of your products are organized in a format that the search engine prefers. So searchers can easily get all of the information they need about your product before they actually click through to your website.
This will help you save a ton of money because you’ll only be paying for clicks that are on the verge of converting.
Results from Google Shopping will appear alongside regular Google search results whenever the search engine detects a shopping match. However, it displays these results in a special shopping box either on the top or on the side.
As you can see in the screenshot above, these ads are much more prominent than regular search results. This will definitely impact your ad performance.
Pro tip: if you really want to boost your results, then you have to read: Google Shopping: How To Dominate AdWords as an e-Commerce Business
Brands like Decibullz have seen that their Google Shopping ads convert much better than any of their other ads on Google.
They used integrations from BigCommerce to easily upload their inventory to their Google Shopping feed. Plus, migrating to the platform also improved their site load time significantly. All of this has resulted in a 30% increase in revenue for the brand. Here’s Decibullz case study, check it out!
BigCommerce has a Google Shopping integration, which automatically connects your store with the Google Merchant Center.
You’ll be able to easily edit your listings and manage your Google Shopping ad campaigns using this integration. It will then automatically enhance the visibility and credibility of your ads with reviews and ratings.
Pro tip: if you really want to boost your results, then you have to read: How to Combine Google Shopping Ads with Facebook Ads to Win in 2019.
eCommerce Advertising Mistakes #3:
Repeatedly Serving the Same Ads
There are times when you see the same ad wherever you go in the digital space. It doesn’t matter whether you’re scrolling through your feed on Facebook, watching a video on YouTube, or reading content on a website. For weeks and sometimes even months, that ad will show you the same product over and over again. And the worst part is that the pricing doesn’t ever change, not even one bit.
Clearly, the retailer should have known that you’re not interested in the product since you have seen it so many times but still haven’t made a move. Perhaps it might have been more relevant to you if they served an ad to notify you about a drop in the price.
This is where a lot of eCommerce brands get it wrong.
Some brands like the idea of serving dynamic ads relevant to someone’s browsing history. So they show them products that the customer has viewed in the past, or other products from the same category. Sometimes they show ads for products that are still left in their carts. However, they may not consider what happens when their targets do not click on those ads and will keep serving the same thing repeatedly.
Other brands may even make some targeting mistakes in which certain people keep getting targeted over and over again for the same ads. All of this will result in ad fatigue and the audience becomes less responsive to those ads. So you will end up spending a lot more money on your ad campaigns without getting much response.
AdEspresso proved this claim by analyzing 500 ad campaigns and studying the correlation between ad frequency and campaign performance and found that:
the campaign click-through rate decreases as the frequency of ads increases.
the cost per click increases along with an increase in frequency.
There are several ways for eCommerce brands to prevent and overcome ad fatigue.
- The first is to reduce your ad frequency.
- You can also use AdEspresso to automate the process of creating ad campaigns with multiple ad variations. You could create ads with different background colors, ad copy, reversed images, etc.
- You can then rotate these ads every few days. So even if the same person sees your ad several times, they won’t easily get bored or annoyed.
- You can further schedule your ads to run on different days instead of having them run all the time.
- You should also change up your offers a bit to make them more appealing to your target audience.
Test the performance of different offers to see which ones work the best. You can then reuse these offers for future campaigns as well.
- In addition to this, you could rotate your target groups every few days.
Divide your current target audience into smaller sections based on shared interests and characteristics. And then target each section after a few days so that they don’t get tired of your ads.
- Most importantly, you should also exclude people who have already interacted with your ads.
You can do this by creating a custom audience on the Facebook Business Manager.
- When you click on “Create a Custom Audience,” it will ask you how you want to create this audience.
- Select “Engagement” and then “Facebook Page.”
- Under the “Everyone who engaged with your Page” dropdown, select “People who engaged with any post or ad.”
- Finish creating your custom audience by naming this audience group.
- Click on the “Exclude” button and type in the name of your new custom audience to exclude them from your ad campaign.
These are three common eCommerce advertising mistakes that you need to avoid in your next campaign.
Make the most of the tips provided for each section so you can learn to overcome them.
The next thing you know, your campaign will drive even better results than before.
Have you made any of these mistakes? Do you know of any other eCommerce advertising mistakes that your fellow readers should avoid? Let us know in the comments below.
Shane Barker is a digital marketing consultant for 15 years. He is specialized in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities. You can get in touch with Shane on Facebook, Twitter, YouTube, Instagram and LinkedIn, or visit his website.