How to exploit the potential of advertising campaigns on the website

The most diverse advertising campaigns - whether social media, TV advertising, SEA or newsletters - usually all have a common goal: to convince the user to make a purchase. This purchase often takes place online. And that's exactly where many advertising campaigns reach a dead end - as they are no longer followed up on. To exploit the full potential of advertising campaigns, they should always also be extended into the online shop. But how does this work for different channels, and what should you pay attention to?

Going viral – using social media as an advertising platform

Social media is a frequently used advertising channel. Instagram, TikTok etc. are becoming increasingly popular. Over 90 percent of all marketers at least use Facebook in their business. This is not surprising, as social media not only allows shops to keep users up to date, they can also increase their visibility. In fact, this happens whenever campaigns and content go viral and are happily shared. Sharing special promotions on social media and running their own campaigns via social media ads is now a very big part of the standard repertoire of marketeers.

However, what is not always standard is extending these (viral) campaigns on the website to engage with users even better. For example, a competition announced via social media is a great idea to start with. Why not send your users on an Easter egg hunt, pumpkin hunt at Halloween, Christmas ornament hunt at Christmas, etc.? If the users visit the website directly via a social media post, they will see a teaser at the entry. After that, the digital scavenger hunt begins. They click through your assortment, little by little the items to search for appear, at the end a reward beckons. Thus, these potentially gamification-affine users directly get a special shopping experience playfully - and perhaps share the game with their followers in turn.?

But also popular influencer marketing campaigns can and should be addressed on the website. Products seen by the favorite influencer should be prominently displayed on the website. Perhaps the influencer can also greet the user personally on the website.?

Google is your friend – using Search Engine Advertising correctly

Another significant advertising channel is Search Engine Advertising (SEA). A lot of money is spent on ads for the additional traffic. Be it classic text ads or product listing/Google Shopping Ads for specific products.?

Although the click rates are usually high, so are the costs and, worst case, the bounce rates. If users don't like the product they originally clicked on or can't find what they're looking for, they jump straight back to Google or an alternative search engine. Accordingly, it is important to create the right conditions within the company so that SEA really pays off. The departments must work hand in hand. Optimizing ads certainly benefits, but certainly not if the potential is wasted because the clicked offers are not found on the website.

Did the users come via a brand ad? Then teasers to the brand should be brought to the foreground. Perhaps there are also current promotions for this brand? Then draw attention to them. For entries via Google Shopping, you can also optimize your product detail pages to avoid users bouncing directly. If alternative products are included in the visible area, they may find an alternative product. Of course, these alternative products can also be tailored to the user's interests to make the most of the advertising campaigns - reducing the bounce rate and increasing the purchase rate.?

Long way from the website but still connected – Out-of-home advertising and print media

For a lot of businesses, print is far from dead! And Out-of-Home advertising is becoming more sophisticated, whether with guerrilla marketing, digital Out-Of-Home or "classic" advertising. Those channels reach a wide audience and create awareness. Even the personalization of digital screens in outdoor advertising is advancing. But does it also work the other way around? Can they also be followed up on the website? At first glance, of course, a connection cannot be made directly. After all, how do I prove that the users really were made aware of the shop through the ad? The traditional way is to use QR codes that lead to the website. The link in the code makes it clear that the users have seen a special ad and thus should be made aware of it on the website.

With digital screens in stores, you can take it a step further - by means of Wi-Fi in the store, users can be identified and specifically addressed on the website.

Skillfully use partnerships – Affiliate partners and price comparators

If you do not want to miss any opportunity, you can also place advertisements for the company and products on third-party homepages. The advantage: They are integrated - if strategically well-placed - in a particularly suitable environment. This way, shops also know what the approximate interests of users are by considering this click-in channel. How? By reading out UTM or similar parameters for example. Affiliate users are certainly happy about special partner discounts. If they do not buy on the first visit, this should be adressed with the same offer on a later visit. If a user came across a price comparison site, the person is most likely looking for a special deal. Strike prices, other saving opportunities, as well as countdowns for limited-time promotions, can be displayed and integrated prominently for these interested parties. Users don't have to fight their way through the product and price jungle, but quickly find the desired result.

Stay in touch – Using newsletters as an advertising channel

A social media channel is not necessarily required to keep the users up to date. Newsletters are informative, but they can also do much more. Most of the time, a lot is known about newsletter subscribers, which can make it a very personal marketing channel. If users have entered their date of birth, they will surely receive a special birthday newsletter. If they then enter the website from this newsletter, it should be properly celebrated. Why not decorate the special birthday offer with flying confetti? That's sure to put a smile on many people's faces. And it's not only on the birthday that the special newsletter campaigns should be featured on the website. In addition, subscribers should not see any prompts as exit intents or similar campaigns that encourage them to sign up to the newsletter.

However, there should also be a connection made the other way around. Simply sending out a generic newsletter will no longer be enough for most users. After all, they are flooded with offers every day. But if the newsletter addresses the behavior on the website, the newsletter immediately becomes more personal. With recommendations that are determined in real time and match the interests of the users, you will stand out from the competition.

Advertising affects everyone – But not everyone knows how to deal with it

Advertising is an essential part of a company's marketing. Not only do you gain reach, but you also attract new clients and strengthen customer loyalty. But no matter how good the advertising is, if you don't extend it on the website, a lot of potential and budget goes to waste. If users discover certain products or promotions via an advertising campaign, they also want to find them in the online shop. If this does not happen, the risk of disappointment is high. You can prevent just that by considering the click-in channels and reacting smartly to them.