Which Paid eCommerce Ads Should You Choose: Display, Search or Shopping?
Taking those first steps into paid ads for your ecommerce store can be both exhilarating and terrifying. On one hand, paid ads give you incredible power, allowing you to jump right in front of potential customers, increasing your exposure to the right people. But, at the same time there are so many options. Between paid search, display ads, and Google shopping, each holding their own pros and cons, it can be overwhelming for first time paid search users.
While there is no single best method for paid search, it depends entirely on your business, budget and industry, each option offers a unique advantage for uplifting your business and brand.
To help you find the right answer for your business we have created this handy guide that will give you a rundown on the strengths and weaknesses of each paid ad type.
Display ads are a perfect tool across multiple stages of the customer journey, known as the funnel. It acts as the perfect first contact, raising awareness of your business and products. Then, it is also an excellent tool for remarketing, shifting its focus to bringing users or previous customers back, expanding your conversion rate.
Expanding brand awareness is one thing that display ads excel at. They allow businesses to very quickly and easily hit a broad target of people. Simply by creating a few basic ads, introducing your business and products, you are able to spread them across the internet and generate more traffic to your website. You can combine this with organic or paid social media to reach a wider range of people, expanding awareness of your brand even further.
However, it is very difficult to measure just how effective your awareness campaign has been. This makes it tricky to see what is and isn’t working so that you can optimise your campaign for a higher ROI.
Where display ads are easily measured is in remarketing. Display Ads can be a powerful tool in returning users to your website, setting them up for a conversion. They are extremely versatile too. Whether you want to display a simple banner across the web targeting those who have visited your site, or whether you want to display specials on products that an individual user has left in their cart, you can do it. This means that you can get down to the nitty gritty and take advantage of all the data at your disposal to optimise your conversion rate.
Paid search is a powerful middle of funnel tool, allowing your business to appear right when customers are searching for someone like you. They have realised that they have a problem and are in the process of finding a solution. This is where, when done right, paid search brings in returns. To be effective in this phase of the funnel you need to show, in your search ad, that you understand the problem, know how to solve the problem, and how that solution is your product. When you can nail that, you will find the power of paid search.
The drawback in paid search is that it relies entirely on your customers realising, in the first place, that the problem your product solves is a problem. If they do not realise that they have a problem, then why would they search for a solution? This is a big issue in niche markets where awareness surrounding your product is low and search volume is even lower.
Search is an excellent foundational tool, allowing you to position your products as the answer to customers problems. This covers a major downside to Google Shopping that we will discuss next.
The perfect end of the funnel tool, Google Shopping is designed specifically to showcase your products front and centre in search. Its strengths lie in its ability to allow customers to dig down and find exactly what product they are looking for. This makes Google Shopping invaluable for nudging customers down the last few steps into conversion. However, it is only at its most effective after the customer has done the research, when they know exactly what they want and have begun looking for it.
It is very difficult for Google Shopping to spread awareness about a brand or product. It also isn’t very good at presenting your products as a solution to your customers problems (noticing a trend here?). Google Shopping is very specific in what it does, and it does that exceptionally well. Because of its fantastic ability to catch customers and reel them into conversion, it has an incredibly high ROI.
The Best Approach
If you haven’t caught the trend yet amongst each mode of paid ads it is this: each mode makes up for each other’s shortfalls. This is because paid ads are not a case of either/or, instead requiring a good combination of the three. By finding the right mix to match your needs, industry and budget you will find the highest ROI possible. Each ad type simultaneously will benefit any business, drawing customers in and pushing them down the funnel towards conversion.
If you want to find out more about paid ads and what they can do for your business, have a chat with our specialists at Link Pixel today.