For an online store, online advertising is primarily relevant. However, this does not prevent you from promoting outside the network (for example, publishing your articles in print media, distributing flyers and leaflets, placing banners on street billboards). However, you should first familiarize yourself with the possibilities of online advertising:
Contextual advertising
This statement may seem very trivial to you, but contextual advertising of online stores in Google.Ads and Yandex.Direct really works! And for online retail it remains the most effective way occupant resident lists of promotion. Only context allows you to create a functioning lead generation system and collect orders very quickly with a modest budget, and inexpensively.
The main advantage of this advertising channel - both in search and in contextual media networks - is that the traffic comes already warm.
That is, your potential customer has already googled the product he needs, or has ended up on a thematic resource (if you attract traffic through advertising on networks). Now it's up to you: your ad must hook him, and before that - win the auction among the materials of other advertisers. This is in many ways similar to targeting, but there are differences in traffic, and the audience is configured differently.
Contextual advertising for online store
This target audience does not need additional warming up. If a person types a key request for which you provide PR material into a search engine, it means that he is already sufficiently interested.
The disadvantage of contextual advertising for online stores is the rather high entry threshold: you need to understand Yandex.Metrica, rates, collect a semantic core, and all this takes time.
But you can start with something simple: launch dynamic ads that are paid for based on conversion, and observe the results for a week or two. In this case, you pay only for full leads. After that, you can move on to other advertising formats.
Thus, contextual PR is ideal for new online stores that need to somehow start promoting themselves, and for those businesses that are scaling and expanding. Buyers received from this type of advertising account for up to 70% of all online trade revenue. This channel should not be ignored.
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Promotion in social networks
Running your own public page or community is a great idea. But to make the results of online store advertising really noticeable, it is better to accompany it with SMM targeting. Targeted advertising is seen only by warmed-up users - those who have already visited marketplace communities, googled similar products, etc. The parameters by which such PR is configured are the city of residence of the potential buyer, his age, gender.
Thematic groups are also a great place to advertise your online store. For example, women's clothing retailers will find a promising audience in publics dedicated to fashion and personal care, and manufacturers of children's goods will find them in mothers' communities.
Suitable types of advertising for an online store
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