How can you use search advertising to increase E-Commerce sales during slow periods?

The conventional concept says that when sales are low, you should focus more on conserving your cash by cutting down on advertising. Instead of cutting down on advertising, try to: Analyze traffic and lead volume over your slow periods in the past Analyze PPC performance over your slow sales Periods Find new sources of queries and leads –that become active during your slow sales periods and tap into an entirely new market segment Remove Poorly performing keywords & ad copies Make new ad copies that attract your target audience Adjust your Bid and Budget according to your goals and strategy

Saisonale Schwankungen gleicht man am effektivsten über das Produktportfolio aus. Es gibt Sommer- und Winterprodukte, aber auch Kategorien, die das ganze Jahr performen. Marketing f?ngt bei Produkt- und Portfolioentwicklung an. Ist dies nicht m?glich, k?nnen Keywords und Anzeigentexte für Saisonale Ereignisse genutzt werden.

We find the best return when we’re supplementing longer till keywords that we are trying to RANK for. We don’t necessarily often see a good ROAS on its face, but if you stick to keywords where you are monitoring and driving organic rank, the impact on TaCOS can be significant.

During slow season/ period you need to analyze your advertising activities and cut budget. Deactivate ads that don’t bring the desired ROI. You need to look at very low cost or no cost acquisition tactics. I like to refer to Email marketing during low season and “ squeeze all juices out of it”. Email / SMS marketing is/ are very high converting channels for most business. - Build different audiences in your email platform based on conversions and loyalty - Create new and exciting limited time offers - Increase frequency of sends and resends to those that did not open the email / sms Try this tactic and I am 99% sure you will see positive results. If you need help with building your segments and flows, I am happy to help! ??

It's always essential to start slightly outside the advertising component. Re-evaluate the competitive space for your product. Review your listings compared to the competition, look for new entrants that are doing well, and re-do your keyword research. The results of these exercises look different at different periods of the year, and they will clearly direct your marketing efforts.

In my personal experience, seasonal adjustments are very effective during slow periods. We can achieve them through forecasting and historical data. Since they provide adaptability we can easily incorporate them into our strategy. Our bid adjustments will be information based backed by data-driven approach that aligns with market trends both current and predictable. We can achieve campaign optimization and stable position in the market through this proactive approach.

Para ajustar pujas y presupuestos tenemos que analizar nuestros datos históricos y cruzarlo con nuestros datos de procesos complementarios, solo así podremos calcular nuestro retorno de inversión.

First of all, you need to focus on maintaining the appropriate ROAS indicator by looking at the entire sales structure. For example, if you have an awareness campaign, limit it. Focus on the long tail and greater specialization - cohorts are your friend! They will become increasingly important in the coming years.

Setting bids and budgets for search ads? Welcome to the modern gladiator arena where marketers battle it out with algorithms and intuition. Let's not kid ourselves – it's a high-stakes poker game with Google and competitors. The CPC, CPM, CPA – it's like alphabet soup, but each letter can cost you a fortune or make you one. And oh, automated bidding? It's like letting a robot do your tightrope walking – thrilling, but you better be ready for a fall. Remember, the key is not just to survive in this digital Colosseum but to outsmart it. Adjust those bids like a maestro, or watch your budget burn in the bonfire of digital marketing dreams.

CPC is a great way to keep your fingers on the pulse of your ads. Starting off with a low bid and increasing it by 5 - 10 cents every few hours will let get a baseline of where you’re at in the bid exchange. If you’re getting a little bit of clicks per hour you may want to consider increasing your bid again. If you’re getting too many, you should decrease your bid. The key factor in this is making sure you’re getting quality traffic that converts. Black list any poor quality publishers, ads, etc. it would also be good practice to do this before you go into a down season so you’re not trying to optimize with added pressure on you. That way when the down season comes you’re already in motion instead of scrambling.

A veces, por pensar mucho en el contenido del anuncio y la pagina de destino nos olvidamos de conectar correctamente ambas partes por eso, la probabilidad y la tasa de conversión son muy bajas.

The best source for ad copy is customer reviews! Study what customers are saying about your product (why do they love it?) -- take those testimonials to use the language of the people and write some catchy headlines that capture the attention of your intended audience.

I know from experience that even in January you can have records in sales if you manage to meet the users' needs with your content. Make as many LPeks as possible and test which ones work and which ones don't.

Sure, the advice to craft compelling ad copy and user-friendly landing pages is as revolutionary as sliced bread, right? It's obvious you need a standout value proposition, brimming with enticing benefits and irresistible offers. But here's where the plot thickens: your page shouldn't just be an SEO keyword buffet. It's about weaving a story that hooks your audience from the get-go. And remember, experimenting with different ad copy isn't just for kicks; it's essential for survival in the digital ecosystem. As for speedy, mobile-optimized pages – that's the bare minimum in today's world, not a bonus feature!

Highlighting your USPs and what makes you a great retailer is one thing, but you need to answer the questions your audience is asking. If your customers often choose a faster shipping option, highlighting this may be more beneficial than a "free delivery" statement. Your audience and visitors don't need a retailer to talk about every positive, just the ones that matter to them. Your analytics and sales data will point to what those questions that need answering, are. Of course, while elements like page speed and compatibility are important - your audience is less likely to bounce if they land on content they want to engage with. Tie up your ad landing pages by keyword to make sure they're landing in the right place.

Segmenting or targeting audience is very important. Use keywords which relates to your audience. Otherwise if you run ads to non-interested audience, it might lead to low conversions and high and customer acquisition cost. Example - if you are selling iPhone, make sure you show the ads to high bill value audience. Or Like other example - If you are selling fashion, make sure you target male/female, age group to whom design will attract. This is the homework you need to do before running ads. You can take help from Payment gateway like PAYU as they have own analytics team which will guide and share exact audience you should target.

Ah, segment and target your audience - the marketer's mantra. Let's get real, this isn't just a step, it's the whole staircase. Using basic targeting like location and device? That's marketing kindergarten. The real play is in understanding the nitty-gritty of your audience's behaviors and their journey stage. RLSA? That's just stalking made sophisticated. And similar audiences? It's like shooting fish in a barrel, but the fish are your potential customers. The bottom line is, segmenting isn't just about being relevant; it's about making your audience feel like you read their diary – in a totally non-creepy way, of course. Welcome to the art of personalized ads, where being generic is the cardinal sin.

Dig into the data and get very specific. I had a client who was very popular in one specific town. It was that level of micro targeting. We decided to focus on the products that were being sold in that town for a dedicated campaign. That was met with success! Another client had a tough decision: they were a brand that was present on a national level. We uncovered insights that showed that specific areas where there were no brick-and-mortar stores from competitors had greater average order values than more densely populated urban centers. Once again, we opted to really segment things according to that insight and had great success with campaigns that highlighted fast delivery.

Segmentar a tu audiencia es importante pero respetar los tiempos del proceso publicitario lo es aun mas, por eso, siempre revisa tus datos históricos y complementarios para segmentar correctamente.

I guess everyone already knows that retirees have to be excluded ;). They like to click, not buy ;). Waste of budget. When dividing into cohorts, focus on the needs (Metro has a great idea of this) and not on age/gender, etc. The exception is when your message clearly reaches one of the groups from the classic demographic division better. But this is more of an indication that you need to improve your message to another group.

Due to some of the built in limitations in GA4 demonstrating standardized reporting has become slightly more challenging in the last few months. Supplement your GA4 install with customizable reports from Looker Studio to bring top line metrics front and center.

For Amazon sellers, I've found the best tool for dashboarding / reporting and managing bids is AdLabs which was built by Amazon Advertising managers for Amazon Advertising managers. Of course, you can't ever go wrong with using the simple native reports that come directly from Amazon (e.g., Advertised Product Reports, Search Term Reports, etc.)

Track and measure your results – isn't this the holy grail of marketing? If you're not tracking, are you even marketing? Here's the deal: setting up Google Analytics or Facebook Pixel isn't just a good idea, it's the bread and butter of your strategy. You're basically flying blind without them. Tracking impressions and clicks? That's just the appetizer. The main course is deciphering the data to actually understand what it's telling you. It's like being a detective, but instead of solving crimes, you're uncovering the secrets of CTRs and conversion rates. And let's not even get started on ROI – if you're not making more money than you're spending, it's time to go back to the drawing board.

If you can't measure me you are dead. As simple as that. Once you measure, analysis is easy: enhance what works. Eliminate what doesn't work. And start again.

Linking your offer ad copy to landing pages with the same offer copy plus additional details will unlock positive results for your business. Misalignment of message will lose trust and customers just as quickly!

In addition to all the helpful contributions here. Slower periods are a great opportunity for E-commerce brands to "RRRecover" from slower sales. #1. Research - analyse your existing customer behaviours and their intent, spot trends, analyse traffic and top PDPs, optimise traffic funnels and checkout flows etc. #2. Remarket - now that you know your customers better, offer them personalised cross-sells and upsells, or simply just educate them. #3. Reward - show appreciation and re-engage existing customers by thanking them with rewards and coupons they can redeem with you. Essentially, the slow periods are the perfect time to double down on your existing customers, and the best part is it's 5x cheaper than trying to acquire a new one!

In slow sales seasons, think of search advertising like inviting friends to a hidden gem – tweak your targeting to find those who haven't discovered your store yet. Craft ad stories that resonate, like telling a friend about a great deal. Test out different ad styles, it's like finding the perfect conversation starter. By making your ads more personal and engaging, you're essentially making new friends (customers) during the slow dance of sales.

As important as acquiring traffic from search ads is, it is equally important (if not more) to convert that traffic. A big part of this is creating engaging landing page experiences. However, it's almost impossible to create a hyper-relevant landing page for every single paid search term. This is where dynamic landing pages can be useful. We have had great success with our clients creating dynamic landing pages based on the search term, with social content and product personalized accordingly. The additional benefit of social content is that it is educational, inspiring, engaging and can offer great social proof. This means that, not only do you avoid bounces, but you increase your chances of conversion.

Understand your data. Analytics, your marketing channel reports and your sales data all give you the answers on how to improve performance. Then, define your CPA - how much do you want to spend to acquire a sale or customer? If you don't know, that's step 1 to figure out. One you know that, you can calculate each of your channels and touch points to figure where you are, and where you want to be. Then, constantly monitor and change up budgets between channels - these will change all the time, some weeks affiliate will do better, other times PPC, so adjust by channel, and not just in the campaign. Use your data to work out how to reduce touch points and sessions - getting the customer from discovery to sale in a shorter time, reducing spend.