5 Dental Marketing Tips That Make You Stand Out From Your Competition
Aug 23, 2019
10 min read
With approximately 7 per cent of daily Google queries being health-related, it's easy to understand why using the internet to promote your dental practice is a must for lead generation and brand-building. With so many marketing avenues to choose from, there are a few tried and tested strategies you should focus on to grow your business? Let's look at five pro marketing tips that will help your dental practice stand out from your competition.
1. Content Marketing
Your target audience is searching for solutions to their dental issues online. The best way to find them is to position yourself as an authority and offer them the answers that they seek. Gone are the days, when setting up a website with a few pages describing in detail about your business and products and services you offer served the whole purpose. In the present time, you need to provide the targeted audience with informative content that is search engine optimized. Such materials are picked up by the search crawlers and are displayed in front of the user's when they search for solutions about their dental health matters.
Effective content marketing involves creating content targeting at your local audience. Your aim should be to appear at the top of the search engine results when people within your radius run queries for dental services. A professional dental marketing company can help you set updated website design with plenty of quality content that showcases your competence while providing helpful information. An extension of your content marketing can include monthly or weekly educational newsletters, which you can send via an e-mail to your clientele.
2. Encourage Reviews and Testimonials
One of the things people look for when searching for a dentist or other healthcare professional is for positive reviews and testimonials. Patients look for a dentist who has positive reviews because it reinforces in their minds that they are making the right choice especially when it comes to their dental health.
Think about having to search for a healthcare professional for yourself or a loved one. You would want to find a doctor with an endless list of positive reviews and testimonials from their patients. Therefore, encourage your patients to post positive reviews and testimonials on places like Google. This, in turn, ensures that others will receive positive reinforcement and choose your dental practice for their needs.
3. Use Social Media to its Greatest Potential
Social media is an ideal tool for building a community online. A loyal community is a testament to your competence as a dental professional and will transmit your message from user to user rapidly and positively. To effectively use social media, you need to select the best networks to create accounts. The social networks you choose to target will depend on what kinds of interaction and content best conveys your message.
For instance, if you plan on using a lot of visual content, Instagram and Pinterest are the most effective social media platforms. Using Facebook and Twitter can encourage direct contact and conversations. Additionally, a YouTube channel can serve as an ideal medium for providing helpful content and patient testimonials.
Once you've finalized the social networks and created your presence, it is vital to keep track of the conversations as well as monitor the engagement and analyze the other data. Choosing an agency that specializes in dental marketing services can save you the hassle of having to go through the learning curve. Monitoring your social media presence is a very involved process that requires a suite of special tools. However, an expert in the field of brand-building can help you save time while boosting your clientele.
4. Run Targeted Online Advertising
Spending money on online ads can be an immediate source of new leads if done correctly. A successful Google Ads or Facebook Ads campaign that targets your local audience can give you an increase in appointments that you can count on like clockwork. A digital marketing company specializing in dental marketing can help set up your ad campaigns. They will also keep track of the performance of the campaigns t help you know which strategies are beneficial and which are not.
By continually optimizing your ads, you reach a point where you're able to determine the approximate number of leads, and you will be able to generate based on the investment made. It also helps you know the cost per conversion and based on the same, and you shall be able to scale your ad spending. For instance, if you've determined that you need to spend X amount of dollars to get ten leads, then the following month, you can try spending 2X to see if you get 20. Finding a correlation between the money you spend on ads and the return you get is a vital element for your online advertising.
5. Track Everything
The more you track your results, the more effective your campaigns will be together with high returns on investment of every dollar. But tracking isn't limited to advertising. You have to keep your eyes and ears wide open to the new trends in the social media sphere. This will help you manage your brand presence accordingly and will also keep you accustomed to PR disasters before it is too late.
Talk to your digital marketing services consultant about social media monitoring based on the needs and requirements of your dental practice brand. They will also help you know which tools will help you productively perform the necessary tracking.
Bonus Tip 1: Personalize Your Communication
Research shows that 90 per cent of consumers prefers personalization, and a staggering 80 per cent are more likely to hire the services of a company that provides a personalized experience. Are you looking for ways to implement personalization in your practice that helps establish a good relationship with patients and the community as a whole?
For a dental practice, personalization for patients may mean sending an email once every few months that contains information about their specific dental needs. Setting up such an e-mail list isn't as complicated as it sounds. There are automated email services called autoresponders that allow you to build segmented email lists and keep track of your communication with your patients.
Another easy way to personalize your clients' experience is to create a few separate groups on social media platforms. These different groups catering to various dental issues, help you address the concerns raised by the patients.
If you want to take an even greater step towards personalization, you can use direct mail to send out printed communication to your patients. Studies have shown that the tactile nature of printed media created a greater connection with a brand than digital communication. Since all of the competitors are opting for digital media and advertising - a personalized e-mail helps build a stronger bond with the clientele together with boosting brand loyalty.
Bonus Tip 2: Hire a Dental Marketing Services Professional
Running a dental practice takes up enough of your time. If you have to deal with all the tasks single-handedly - ranging from managing the daily operations to attending the patients to promoting your brand online as well over the social media platforms - its time to think of something sensible that is worth the investment made.
Hire a digital marketing firm that comprises of a robust team of experienced professionals who can help you with dental marketing. Based on your individual goals, they can implement innovative and practical ideas in your marketing strategy. They will make sure that you are not wasting time and money on promotional efforts that are not driving you towards your goal.
From Content Marketing to SMO to Paid Marketing, SaffronEdge provides a full suite of affordable digital marketing services that drive engagement, advocacy and conversions. Trust us in growing your business digitally. For further enquiries, feel free to reach out.
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Email Marketing Automation Workflows: Benefits, Set Up and Examples
A lack of email automation means your marketing team could miss important opportunities to nurture and engage your target audience and contacts. One of the most impactful tools available to marketers today is email automation. According to Radicati , the global email user base totals 2.6 billion, with Facebook accounting for about two-thirds of that number. Adobe's research indicates that we're dedicating 17% more time to our inboxes this year than last year. Automating email workflows can significantly enhance your email marketing strategy by delivering personalized, timely, and relevant messages to your subscribers. This blog post will explore email workflows, their benefits, how to set them up, and some examples of automated email workflows that can boost your marketing efforts. What is an Email Marketing Automation Workflow? An email marketing automation workflow consists of emails automatically sent out based on specific actions or conditions a marketer determines. Essentially, it’s a predefined set of emails designed to nurture leads, engage customers, or drive specific actions based on user’s interactions with your brand. This email marketing workflow is tailored to guide subscribers through their customer journey, maximizing engagement and conversion rates. For example, suppose customers sign up for your newsletter. In that case, they might receive a welcome email as the first step in a workflow, followed by emails providing value, promoting products, or encouraging further engagement. Unlike traditional email marketing, where each email is sent manually, email workflow automation enables you to schedule emails automatically according to user behavior, preferences, or other predetermined criteria. This ensures that every email is relevant to the recipient, boosting engagement and conversions. Incorporating marketing automation services can help streamline the process of personalizing content and segmenting audiences effectively. The Benefits of an Automated Email Workflow Automated email workflows offer numerous advantages for businesses seeking to streamline communication with their audience and optimize their marketing efforts. By leveraging the power of automation, companies can deliver timely, personalized messages while nurturing leads and driving conversions. Let's see how email automation can benefit marketers: 1. More Seamless Workflow Email automation enables marketers to efficiently send emails to their customer base, freeing up time for other responsibilities while meeting customer needs. According to 49% of sales and marketing professionals , time saved on repetitive tasks is one of the top three benefits of automation. Additionally, 45% listed enhanced efficiency and return on investment as another advantage. 2. Better Customer Experience 43% of marketing professionals believe that the primary benefit of employing marketing automation is improving customer experience. Automated emails efficiently send customers engaging content, including incentives, useful reminders, and introductory information A well-structured customer onboarding workflow can further enhance this process by ensuring new customers are effectively welcomed and educated through automated email sequences. Consistently engaging with your customers fosters improved relationships, enhances retention rates, and generates additional leads. 3. Improved Email Segmentation Email marketing automation simplifies categorizing recipients according to their characteristics, actions, and interaction levels. This boosts engagement, the rate at which emails are opened, the conversion rate, and the rate at which recipients click through the content. 4. Fewer Errors Mistakes can still happen even when using copy-pasting or templates for your emails. Email automation allows you to map unique user variables to appropriate template sections and instantly dispatch personalized emails. 5. Improved Personalization Automated workflows enable businesses to deliver targeted and relevant content to segmented audiences based on their behavior and interactions, enhancing customer engagement and driving higher conversion rates. 6. Enhanced Efficiency Email automation workflows save time and resources by streamlining repetitive tasks such as sending welcome emails, follow-ups, and personalized messages, allowing businesses to focus on more strategic aspects of their marketing campaigns. 7. Enhanced Lead Nurturing Automated email workflows are pivotal in lead nurturing automation by intelligently delivering personalized content based on subscriber actions and interests. Businesses can effectively guide leads through the sales funnel by automating the delivery of relevant information at various stages of the customer journey and by maintaining ongoing communication with existing customers through targeted email campaigns, ultimately increasing the likelihood of conversions. 8. Data-Driven Insights Automated email workflows provide businesses valuable data and analytics regarding email performance, subscriber behavior, and overall campaign effectiveness. By leveraging these insights, businesses can make informed decisions, optimize their email marketing strategies, and tailor their content to better resonate with their audience. Let’s break through your revenue hurdles We find your primary growth blockers, build expert-led strategies, and provide custom data-driven solutions to help you hit your revenue goals. Set up a 1:1 strategy call How to Automate Email Workflows? Setting up automated email workflows might seem daunting initially, but with the right tools and a strategic approach, you can easily automate your email marketing. Here’s a step-by-step guide to setting up an email workflow automation: 1. Select Email Automation Software Choosing the right email automation software is the process's first and most crucial step. Numerous email marketing automation tools are available, each offering unique features and capabilities. For this example, we’ll focus on HubSpot’s Marketing Automation tool, but depending on your needs, other options, such as Moosend, Versium Reach, and Mailchimp, are also worth considering. 2. Identify Your Audience Before setting up your email workflow automation, define who you want to target. Segmentation is key here—you might segment your audience based on lifecycle stages, behaviors, or specific actions they’ve taken on your site. Conduct market research to understand industry trends, competitors, demographics, and behavior patterns. Define your ideal customer by creating a detailed profile including age, gender, location, interests, priorities, and challenges. Analyze customer data to identify demographics, purchasing behavior, and interest patterns. Refine your ICP (ideal customer profile) based on analysis and develop targeted messaging and outreach strategies. Utilize segmentation and personalization for more effective communication. Marketing automation tools such as HubSpot enable audience segmentation so that each recipient receives the most appropriate content. 3. Define Your Email Campaign’s Goals Understanding your campaign goals is essential for creating an effective workflow. Defining your goal helps craft messages that guide your audience toward the desired action. Also, ensure your automation setup can adjust when a goal is achieved—for example, unenrolling a customer who has already purchased. Here are the key questions to ask yourself to define your email campaign's goals, informed by the information retrieved from the search results: What do you want to achieve from your email campaign? How does the email campaign align with your marketing goals and business objectives? What are the appropriate metrics and key performance indicators (KPIs) to measure the success of your email campaign? How can you personalize your messaging and segment your audience to align with your campaign goals? What past performance data can be used to inform your email campaign goals? Determining the goals and objectives of emails with the help of a marketing automation specialist is essential for success. 4. Set Enrollment Criteria Enrollment criteria determine which contacts enter a specific workflow. Depending on your tool, you might set criteria for new subscribers, abandoned cart users, or customers who have clicked on specific links. For example, HubSpot allows for multiple triggers, including form submissions, page views, and contact properties. Leveraging the best email marketing automation tools can significantly enhance marketing automation strategies . 5. Choose Which Processes to Automate Sales process workflows can be highly customizable. Decide which actions you want the software to automate, such as sending follow-up emails, updating customer information in your CRM, setting reminders, and more. These automated processes ensure seamless and consistent communication with your audience. 6. Create Your Email Campaign Assets Now that you have a plan, it’s time to create your email assets—this includes drafting the emails, creating compelling subject lines, designing templates, and adding CTAs. Ensure all content is aligned with your campaign goals and provides value to the recipients. 7. Test Your Email Workflow Before going live, always test your workflow. This can assist you in identifying some of the mistakes or inconsistencies that may impact the campaign's success. Test everything, from the content and links to the sequence of emails and triggers, to ensure it works as expected. 8. Launch and Monitor Your Workflow Once you’re satisfied with the setup, make your workflow live. Monitor its performance closely, looking for any anomalies or areas for improvement. Email automation is not a one-time setup—it requires continuous optimization based on performance data. Working on these steps in marketing automation integration is essential for maximizing the potential of SaaS marketing automation tools. 10 Email Marketing Automation Workflow Examples Here are a few practical examples of automated email workflows that can help you achieve different marketing goals: 1. Welcome Email Workflow Trigger: When a new subscriber joins your email list. Objective: To introduce your brand and set expectations. Details: Send emails that welcome the subscriber, share your brand story, and highlight key products or services. You can also include a special offer to encourage a first purchase. 2. Lead Magnet Delivery Workflow Trigger: When a user signs up to download a lead magnet (e.g., eBook, whitepaper). Objective: To deliver the promised content and nurture the lead. Details: After delivering the lead magnet, follow up with educational emails that provide additional value and guide the lead toward the next step, such as booking a demo or consultation. 3. Free Trial Sign-Up Workflow Trigger: When a user subscribes to your website or downloads your product or service for a free trial. Objective: To guide the user through the trial period and encourage conversion to a paid plan. Details: Send onboarding emails with tips and tutorials, followed by emails highlighting the benefits of upgrading to a paid plan before the trial expires. 4. Re-Engagement Workflow Trigger: When a subscriber has been inactive for a specific period (e.g., 3 months). Objective: To re-engage inactive subscribers and prevent churn. Details: Email a compelling offer, such as a discount or exclusive content, to reignite interest. If there’s no response, follow up with additional emails to re-engage or gracefully unsubscribe the inactive user. 5. Abandoned Cart Workflow Trigger: When a customer has selected products but doesn’t complete the purchase. Objective: To recover potentially lost sales. Details: Send a reminder email shortly after the cart is abandoned, offering assistance or a discount code to encourage completion of the purchase. Follow up with additional reminders if necessary. 6. Replenishment Workflow Trigger: When a customer’s product is likely to run out based on purchase history. Objective: To encourage repeat purchases. Details: Send an email reminding customers to reorder their products before they run out. Include a convenient “one-click” reorder button and a special offer for loyal customers. 7. Lead Nurturing Workflow Trigger: When a lead engages with specific content, such as visiting a pricing page or downloading multiple resources. Objective: To nurture leads through the sales funnel. Details: Create emails that provide additional information, case studies, and testimonials relevant to the lead’s interests, gradually guiding them toward a sales conversation. 8. Onboarding Workflow Trigger: When a new customer makes their first purchase or signs up for a service. Objective: To ensure a smooth and successful onboarding experience. Details: Send emails introducing the customer to your product or service, providing training resources, and offering support. This helps reduce churn and increases the likelihood of long-term customer retention. 9. Upsell/Cross-Sell Workflow Trigger: When a customer completes a purchase. Objective: To encourage additional purchases. Details: Based on the customer's purchase history, send personalized recommendations for complementary products or upgrades. Highlight how these additional products/services can enhance the customer’s experience. 10. Post-Purchase Follow-Up Workflow Trigger: After a customer makes a purchase. Objective: To build customer loyalty and encourage repeat business. Details: Send a thank-you email and a feedback or review request. Later, send emails with related product recommendations, loyalty program invitations, or special offers for repeat customers. Conclusion Automated email workflows can greatly benefit businesses aiming to enhance their email marketing strategies By leveraging email workflow automation, you can deliver highly personalized and timely messages to your subscribers, improving engagement and driving conversions. At Saffron Edge , we offer customized marketing solutions that meet your business requirements, including setting up effective email marketing automation workflows. Our team will help you develop and enhance the procedures that align with your business goals and create tangible outcomes. ...
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6 Steps To Succeed With Marketing Intelligence For Your Company
As a business owner or a company leader, you tend to spend a lot of hours dwelling on your company’s marketing tactics. You must have encountered terms like ‘Marketing intelligence’ and ‘Competitive marketing’. So, what is Marketing Intelligence, and what is Competitive Intelligence? Marketing Intelligence is the day-to-day information collected from a company’s market, this data or development metrics are then analyzed and put together to make crucial business decisions such as recognizing important market opportunities, and identifying market penetration strategies that enable the business to boost their revenue in the end. On the other hand, when we talk about competitive intelligence, we mean analyzing the data gathered by studying the company’s market competitors. How can someone map out their company’s process of competitive intelligence? Well, that question may have an elaborated answer. As we dug into several studies and saw various competitive intelligence reports, we found several parameters such as KPIs, goals, and resources, etc. We found out that different companies had a distinct process or a different mechanism behind building their competitive intelligence. The process of building Marketing intelligence emphasizes more on knowing what the rest of the market is doing. It allows you to know about the audiences you can target and tells you the current strategies of your market leaders. Nowadays parameters like CRMs, social media website analytics, audience segmentation tools, etc are helping businesses to grow at a greater pace than ever before. When we talk about investing in Marketing Intelligence, we talk about investing in enhancing your company’s marketing. If you are a business owner, marketer, or company leader, then you must go through these six steps to succeed with effective Marketing Intelligence for your company. 1. Identifying Your Competitors Benchmarking What is benchmarking? When you measure the quality of your product against the quality of those products that are produced by the current market leaders, it is called benchmarking. You need to set your standards and identify your competitors. Competitors can be both direct and indirect competitors. Identify Your Direct Competitors - Do Market Research - Analyze the market of your goods or services. See which companies are selling the same product as you. Which market competitors do you often see in the sales process? Watch out for their products and marketing strategies. Customer Feedback Is Vital - Once you build a decent customer base, make sure to take their feedback on your services and products. You can also ask them about the products they usually prefer to buy from a competitor. They may reveal some new competitors! Social Media Community Posts Or Forums - A recommendation from a friend or a family member influences our buying behavior. In today's digital world, customers take suggestions from social media websites and online forums like Reddit or Quora. You can dig into such posts because they’ll tell you more about your competitors. Identify Your Indirect Competitors Keyword Research - Perform a competitive SEO analysis to find out which brands or businesses are competing with your business in terms of content on Google. Every query on a search engine begins from a keyword. You have to be aware of the keywords that your indirect competitors are using. Analyze Google SERPs - Your indirect competitors might be choosing the same topics that might be valuable for your products or website too. Recognize those keywords that are closely related to your products and services. Analyze the SERPs to spot websites that have similar content or keywords, those websites are your indirect competitors. Paid Data - Go into Google AdWords to evaluate the keywords that are crucial for your brand. Is the competition high for those keywords? If yes, then spot the businesses that are buying ads on those keywords. These paid ads might be competing with your content. Paid data will let you know about the competitors that you weren’t aware of. 2. How To Select The Right Metrics to Measure? Choosing The Metrics to Measure Choosing the correct metrics to measure your brand and performance depends upon your business objectives and your digital marketing strategy. Your strategies must be a mix of both, brand-based marketing and performance-based marketing. But it is not possible to consider everything during the process of building marketing intelligence for your business due to limited resources, therefore, you can focus on the following metrics. Brand-Based Metrics - Demographics of your audience. The shifting behavior of your audience across the web. The intent of your audience and major trends in the category. Performance of your competitors and their tactics on social media platforms?. Performance-Based Metrics - Your competitors’ keyword rankings (non-branded). Your competitors’ website traffic and acquisition channels. Your competitors’ budget for digital advertising on all platforms. Your competitors’ strategies for email marketing, SEO, paid ads, display ads, CRO. Apart from these metrics, when it comes to building a robust digital marketing strategy, you must know the essential details about your competitors like - What is their spend on ads?, What amount of traffic are they driving to their website? What type of content do they post and what is the retention rate? etc. 3. Gather Audience And Intelligence Data Of Your Competitors Intelligence gathering is a prime segment of effective marketing intelligence. Every business or brand collects Marketing Intelligence data in its way. Even local businesses keep an eye on ads that are displayed in the newspaper, on the other hand, large companies create their pool of data by buying data through various platforms. Almost every business in the world focuses on internal data provided by platforms like Facebook Audience Insights, Social Media Analytics, Google Analytics, Excel. It is very important to recognize your competitors’ online presence. This step is a time-consuming step of the research phase. Apart from internal data, try exploring their content that is publicly available such as product pages, websites, project teams, social media content, announcements, etc. You can evaluate this data to gather helpful insights. 4. Design A Competitive Analysis When we talk about evaluating the gathered intelligence data, we talk about breaking down the statistics or information to pull out crucial trends and important details. Once you have these chunks segregated into several other segments, it becomes easier for the whole organization to understand and interpret them. The information can be easily passed on to the whole organization. Design a competitive analysis for your business, it can be done in several ways. You can perform a benchmark analysis wherein you can gather all the information about your competitors and make a separate profile for each of them. Making such profiles are very beneficial because it allows you to see all the details of all the competitors in a single document. You can also perform ‘real-time’ analysis and track their actions. One of the most effective ways to keep track of your competitors’ actions is to set up instant alerts on their product changes, new customer feedback, etc. This will allow you to provide a day-to-day analysis to your team. 5. Communicate The Marketing Insights Throughout The Company Well, it’ll be a waste of time and effort if the gathered marketing intelligence data is not being utilized to enhance your marketing strategies. Therefore, it is necessary to pass on this vital information through some sort of platform to the whole organization. You can use dashboards provided by platforms like Google Data Studio and Tableau. The only issue with such dashboards is that they need to be updated constantly. Automatic dashboards can be costly and challenging for your team because they require integrations and APIs. A large number of companies share their marketing intel through email, some still rely on meetings, others use an internal team chat through communication tools like Slack or Campfire to deliver instant messages or updates to the team. You can also use tools provided by companies like intranet or wiki to deliver alerts to your team and store all the profiles of your competitors. Another way to deliver important updates about your competitors to your team is by choosing the old traditional method of providing slide presentations to them. Slides are simple, shareable, approachable, and can be easily accessed. You can mention your key points to your team and explain to them your objectives in a short time. 6. Convert Data Into Action And Action Into Results What is the ultimate aim of marketing intelligence? Better marketing performance and results, right? Whether you want an increase in sales, more brand visibility, a larger customer base, etc, there can be several different business goals. The most important thing is to link your marketing intelligence with your marketing strategies. Well, we still don’t have those software or tools that can magically build a link between your marketing intelligence and your marketing strategies. We can’t automate them. But there’s one thing that we all can do, it is the process of backing our strategies with our data. The sphere of marketing has evolved significantly. We can now rely on data-driven strategies. Most of the data that was collected in the past 10 years has largely affected the present state of our marketing environment. So whenever you are evaluating or developing marketing strategies, make sure that you come across both, internal as well as external data. So once you have identified your competitors, collected the data, analyzed it, and passed on the information to your organization, you need to convert your data into actions. For instance, the data gathered can be used to tweak your content marketing strategies, social media strategies, A/B tests or it can be used to develop new marketing plans. The data gathered about your competitors’ products or the pricing can be used by your product team or sales team in their sales processes respectively. The process of building marketing intelligence for your company is a very crucial step. As we have discussed earlier, marketing Intelligence is the day-to-day information collected from a company’s market.The data or metrics gathered can be very beneficial for a company. It can help a business like yours in making better business decisions. It can help your team in identifying important market opportunities and can help you to figure out market penetration strategies that can boost your company’s annual revenue. Make sure to follow these six steps to succeed with marketing intelligence in 2021. ...
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How Has eCommerce Transformed Marketing? Time For New PPC Strategies! (Updated)
Ever since the internet came into existence, it has become an integral part of our lives. It has transformed the consumer's shopping experience. eCommerce has grown tremendously, such that it has changed the way of marketing. How has eCommerce transformed marketing? Many businesses have now shifted their focus from offline retail to online retail; they have quickly adopted the eCommerce business model. Hence, we see a dramatic shift in the methods of retail marketing. Today, the internet has shaped marketing and the strategies through which online sellers target their customers. Online shopping is one of the significant internet activities around the globe. As per Statista, in 2020, e-commerce sales grew up to $4.28 trillion! By 2022, we can expect it to reach a whopping $5.4 trillion market. Alt IMG tag - Forecast for global eCommerce sales Various search engines and marketplaces provide the convenience of running targeted PPC ads; these ads are known for quick exposure and drive instant results. PPC ads have become a crucial element in eCommerce and digital marketing. There are numerous benefits of PPC ads over Search Engine Optimization. A famous example of a PPC ads platform is "Google Ads." The popularity of Google Ads among eCommerce websites has increased significantly; in fact, Google's Ad revenue in 2020 was around $146.92 billion. The internet giant generates a high amount of income via Google Ads Platform that helps marketers display ads, product listings, etc. It is very critical for eCommerce stores to optimize PPC strategies that fetch them the best results. PPC in eCommerce, if implemented correctly, can allow an eCommerce website to gain more traffic, sales, and revenues. The increasing competition makes it essential to use advanced or latest strategies to stand out from your competitors. The ever-increasing business competition in the eCommerce space has made it necessary for online businesses to use the latest PPC strategies. PPC in eCommerce is pretty standard; you might be struggling to make your PPC campaign a success. There are several reasons why your PPC strategies aren’t converting; however, multiple advanced PPC tactics can help marketers perform better in online sales and customer acquisition. Source: Unsplash 1. PPC In eCommerce Is Ineffective Without Product Page Optimization! One of the most common ways to align your product pages with the latest SEO trends is by optimizing them. Many PPC marketers spend ample time optimizing product pages; it includes optimizing product titles, keyword stuffing, etc. You must consider highly relevant keywords to your products and avoid those that can negatively impact your website. Make sure to add those keywords in your description. All in all, you must recognize inconsistencies in your PPC strategies that can lead to wastage of your PPC spend. Your content team should produce unique, relevant, and engaging product descriptions. It is always fruitful to hire a professional SEO team or expert with the prerequisite knowledge of the latest PPC strategies for product page optimization. 2. Try branded & Non-Branded keyword segmentation. Keyword-based text ads enable retailers to analyze the intent of their customers. Hence, it helps them to optimize ads accordingly. Although the shopping ads were developed on a product-based bidding model, Google's auction chooses products displayed for a particular search result. Due to this model, crucial elements like optimization and bid control aren't in the retailer's hands. Why? Because they can't bid separately on a customer throughout their buyer journey. As a solution, you can utilize keyword segmentation. 3. Keyword Segmentation Is Vital When It Comes To PPC In eCommerce You can then use shopping settings and campaign priority to manage how much you want to bid. With campaign priorities, you can include the same product in many other campaigns. You can evaluate which campaign should take part in the auction for a specific product with a campaign priority that can be low, medium, or high. 4. Google Showcase Ads: For eCommerce And Digital marketing. Showcase Shopping ads came in 2016. It is a better solution for online retailers, eCommerce, and advertisers; Google Showcase ads can be a dedicated digital storefront. For customers, it acts as a window-shopping feature. You can easily group multiple eCommerce products and showcase them using high-quality pictures. You can even group your major products with various smaller products to form a "me-too" product combination and provide customers with a significant discount offer. The Google Showcase ads are often used to target non-brand queries that show up on mobile search results. On search engine result pages, the ad showcases brand-specific product images relevant to the search queries. Users can click on them to see the custom description that portrays the brand and ten other products. Showcase ads also deliver the maximum cost per engagement. Hence, marketers can set a high amount after which they'll be charged when a user expands the ad for ten seconds. Google Showcase ads are best for developing an upper-funnel tactic. 5. Do you have an offline store? Utilize Local Inventory ads! As per Google, 80% of the purchasers will quickly visit a store if a retailer sells the exact item they want to buy. When we talk about online searchers, utilizing local inventory ads is best to meet buyer expectations. It is one of the most effective ways to drive visitors to the store, capture, and engage them by featuring products they can buy from nearby stores. These ads feature on mobile queries too! They usually have a local search intent (e.g., “Blazers near me”) and influence purchase decisions within a radius of a physical store. The moment your potential customer clicks on the ad, they are redirected to the Google-hosted storefront page. You can customize your storefront page’s product description with images and links to your website. Ensure to add your contact number, hours of operation with a map that helps your customer with the directions to the store. Your customers can also purchase the product directly from your website. If you have a physical store, then you must update your inventories and in-store availability. Once a marketer sets up a local inventory campaign, they can use Google Analytics to monitor these metrics to optimize your campaigns further. Source: Unsplash 6. Are you updating your product pages? As discussed in the first section, your product page should be updated at regular intervals. Imagine a user visiting a product page on a holiday or a weekend. If they find your page not updated, you might lose a chance of converting them into your customer. Hence, you must invest time in revamping your product pages with the perfect sales pitch. The first section discussed how keywords and content play a massive part in optimizing product pages. However, pictures or images have a significant influence on product page optimization. You must ensure that you have clean, precise, and engaging photos of your products. If you can add a product video, that can help increase your sales by adding visual information to the product page. Adding a video of your product adds value to your webpage, which increases the chances of sales! Apart from that, you must optimize the key benefits of your shopping website like free shipping, quick delivery, no contact delivery, cash on delivery, etc. You must also get reviews of your product under the review sections because having reviews on your PPC ads can increase the conversion rate of your pages. 7. Invest in good shopping cart solutions. According to a study, in 2020, cart abandonment rates were severely high! Did you know that almost 88.05% of the online shopping carts go abandoned as they don't convert into an actual purchase? One of the key reasons behind a high cart abandonment rate is poor shopping cart software. A shopping cart is like one software on the website that allows the customer to purchase a product. Shopify, Woo-commerce, and big commerce are the most common shopping carts that are great for SEO and paid search. If there are any issues with your shopping cart, you can approach the support team for quick fixes or optimization. 8. Invest in Google shopping ads. When you Google Search “Floral Shirts,” the results pop up under the “shopping tab” are Google Shopping Ads. If you are already running Google shopping ads, you must optimize them based on the results you fetch from your analysis. You can utilize eCommerce tracking setups to see your revenue generation or ROI on each product. In this way, you’ll be able to spot ads that aren’t doing well. 9. Focus On Unique Audience Targeting Google and Bing offer great tools like demographics, retargeting, customer match, etc. Advertisers can also utilize features like custom messaging, bid scaling that can be used whenever they want to. Google can evaluate a category of people who are searching for a particular product. You can use these tactics to target a less obvious audience. As a jewelry brand, your competitors would be targeting the same chunk of the population. However, you can target a unique audience; you can target men trying to buy gifts for anniversaries, weddings, or birthdays. As a result, you’ll be able to target an audience in a low-competition zone. 10. Effective PPC ads on Instagram and Facebook Social media advertising provides a wide range of channels through which marketers can run their PPC ads. If you can target users on Facebook and Instagram, you can find the right kind of sales. Facebook ad targeting offers some powerful features like: Marketers can see the recent buying behavior of Facebook users. Marketers can leverage Life Events Targeting. ?Marketers can nurture leads with Facebook Custom Audiences. Tap into lookalike audiences. Get Granular and layered targeting options. Conclusion How has eCommerce transformed marketing? We hope you got the answer! However, it is very important for eCommerce stores to optimize their PPC strategies if they want to get the best outcomes. Mastering your PPC strategies can help you accomplish your desired business goals. With above mentioned powerful PPC strategies, your eCommerce website can tap into high-purchase intent audiences. If you have been searching for proven PPC tactics to outshine your competitors and generate more leads, then you can consult Saffron Edge's Paid Marketing experts. We curate successful paid marketing solutions that can increase your eCommerce website's visibility and conversion. ...
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