With around 12 to 24 million ecommerce stores across the globe, the competition to get noticed online is fierce. You need to set your store apart and make sure customers can find you easily—and that’s where paid ads come in.
The thing is, while everyone aspires to grow or expand their reach organically, it’s not always possible. To put things into perspective, an average person gets exposed to about 4000 to 10,000 marketing messages each day. In other words, you’re competing with a lot of noise.
Organic reach only takes you so far, which is why turning to paid ads is a common (and effective) solution. By placing your products in front of people who are already interested in what you’re selling, you can increase traffic to your store and boost sales.
What are Paid Ads, Exactly?
But what are paid ads exactly? Paid ads are online advertisements that appear on search engine results pages (SERPs), social media platforms, and websites. Chances are, you yourself have visited a website or two after clicking on an ad.
Paid ads are effective because they’re targeted. Advertisers can target their audience based on factors like demographics, interests, behaviors, and even past purchase history. This ensures that your ad reaches people who are more likely to be interested in what you have to offer—and more likely to convert.
Why Should You Run Paid Ads?
If the fierce competition isn’t enough to convince you to start running paid ads, here are a few more reasons:
They Can Triple Your Online Store’s Traffic
Certain types of paid or pay-per-click ads like display advertising have been proven to drive 300% more traffic to an online store or website. Thus, if you own a Shopify or WooCommerce powered site and you don’t want your aesthetic product pages and other content to go to waste, running paid ads is a great way to get more people to see what you have in store.
They Can Help You Grow Your Customer Base
With organic reach becoming harder and harder to achieve, paid ads offer a great way to reach new customers. By targeting people who have never heard of your brand before, you can introduce them to your products and get them interested in what you have to offer.
Paid ads can also help you grow your customer base by targeting people who are similar to your existing customers. For example, if you sell women’s clothing, you can target ads to women in a certain age group who live in a specific location and who have engaged with similar brands in the past.
There’s no guessing game involved with paid ads. You’ll know exactly how much money you’re spending on your ad campaigns, and you can track your return on investment (ROI) to see how effective your ads are.
For example, if you’re running a Google Ads campaign, you can use Google Analytics to track your website traffic and see how many people who click on your ad end up making a purchase. This data can help you determine whether or not your ad campaign is worth the money, and if it isn’t, you can make the necessary adjustments.
They Can Be Used to Capture More Leads
Not all paid ads are created and published to sell a product. In fact, 17% of marketers utilize them for generating leads.
Lead generation ads are a great way to grow your email list or get people to sign up for your product or service. With more leads, you can then nurture them and eventually convert them into paying customers. Plus, lead generation ads tend to have a lower cost-per-lead (CPL) than other types of ads, which makes them a more cost-effective option.
Since we’re already on the subject, paid ads do come in different forms with varying purposes. While their main goal, of course, is to promote and sell a product or service, they can also be used for other marketing objectives like growing your email list, generating leads, or increasing brand awareness.
This flexibility is one of the many reasons why paid ads have become such an integral part of a well-rounded marketing strategy.
While they may seem costly, most paid ads only require you to pay when someone clicks on them. This means that you’re only paying for results, which makes them a more cost-effective option than traditional advertising.
What’s more, with the right strategy, you can control your ad spend and ensure that you’re not overspending on your campaigns. For example, if you know that your target audience is most active on social media, you can focus your ad spend on platforms like Facebook and Instagram.
Is Your Online Store Ready for Paid Ads?
Think you’re ready to run your own paid ads? Well, before you do so, here are some things you might want to consider so you can make the most out of your campaigns.
As mentioned, most paid ads only charge you when someone clicks on them. However, the amount you pay per click can vary depending on the platform you’re using and the competition for that particular keyword or ad spot.
For example, on Facebook, you can start boosting your ads with a budget of $5 per week. Google Ads on the other hand, is a different story. The average CPC (cost-per-click) for Google Ads will depend on different factors such as the relevance of your chosen keyword and the ranking of your ad. If the keyword you’re bidding on is competitive, you can expect to pay a higher CPC.
The point is, you need to have a clear understanding of how much you’re willing to spend on your paid ads before you launch your campaigns. This way, you can avoid shelling out more money than you’re comfortable with and prevent your ad campaigns from eating into your profits.
Of course, you also need to determine your key performance indicators (KPIs) so you can track your progress and see if your campaigns are working. You can also set certain goals so you’ll know what you need to do in order to achieve them.
For instance, if your goal is to increase brand awareness, you can track your ad reach and impressions. If you’re looking to generate more sales, on the other hand, you can track your conversion rate and ROI.
Your Long-term Goals
Aside from your KPIs, knowing your long-term goals can also help you determine the right type of paid ads to run. This will allow you to craft more targeted and effective campaigns that can help you achieve your objectives.
For example, if your goal is to establish your business as the go-to source for your products or services, you might want to focus on building brand awareness through display ads or video ads. You’ll also need to be more visible than your competitors so you can capture a larger share of the market.
Your Target Audience
More often than not, paid ads are a foolproof way to reach more potential customers. However, your money and effort will be useless if you won’t run them on the right platforms or if you’re targeting the wrong audience.
To maximize your ad campaigns, you need to know who your target audience is and what platforms they’re most active on. This way, you can focus your ad spend on the right channels and make sure that your campaigns are reaching the right people.
Different Types of Paid Ads and Where You Usually See Them
To give you a better understanding of how paid ads work, here’s a quick rundown of the different types and where you usually see them.
Display or Banner Ads
Banner ads are among the most common types of PPC or paid ads. You’ve probably seen them on almost every website you visit. They usually come in different sizes and shapes, and they can be static or animated.
Display or banner ads are usually served through ad networks such as Google Display Network and Microsoft Advertising. These platforms allow advertisers to place their ads on different websites that are within their target audience’s interests.
Display ads are perfect for brands that are visually-oriented or those that are selling physical products. For example, if you sell shirts and other apparels, running a display ad campaign can help you possibly attract more customers to your website or online store with aesthetically-pleasing visuals.
Lead Generating Ads
As mentioned earlier, one of the main goals of running paid ads is to generate leads. And lead generating ads are specifically designed to do just that. These are usually forms that potential customers can fill out with their contact information such as their name, email address, and phone number.
These forms usually come with a call-to-action (CTA) such as “Download Now,” “Get Your Free Quote,” or “Sign Up Today.” And once a potential customer fills out the form, they will be redirected to a landing page where they can learn more about your products or services.
Paid Search Ads
Ever typed in a query on Google and saw results with a little “Ad” sign next to them? Those are paid search ads, and they usually appear on the top or bottom of the search engine results page (SERP). These are usually served through Google Ads, which is one of the most popular PPC platforms.
Paid search ads are perfect for businesses that want to drive more traffic through organic search. These ads usually appear when a potential customer searches for a keyword that’s related to your business, products, or services.
For example, if you own a shoe store and someone searches for “shoes near me,” your ad might appear on the SERP. And once they click on your ad, they will be redirected to your website where they can browse through your products.
You know those short clips that usually play before your YouTube video starts? Those are video ads, and they’re usually served through platforms like YouTube and Facebook.
Video ads are perfect for businesses that want to showcase their products or services in a more creative and engaging way. These types of ads usually tell a story that can help potential customers better understand your brand.
Text ads are the most straightforward type of paid ad. As the name suggests, these are just simple texts that usually appear on the SERP or on social media platforms. They usually come with a CTA and a link that potential customers can click on to be redirected to your website or online store.
Text ads are perfect for businesses who don’t have the budget for more complex and creative ads. These are also great for brands who want to appeal to the curiosity of potential viewers with the power of striking copies or headlines.
Google Shopping Ads
One of the most straightforward and effective ways to sell your products online is through Google Shopping ads. These are basically product listings that appear on the SERP, and they usually include the product image, price, and the name of your store.
Google Shopping ads are perfect for businesses that really want to boost sales and conversions. These ads are also great for promoting specific products, especially if they’re on sale or if they’re new arrivals.
Boosted Social Media Posts
Of course, we can’t talk about paid ads without mentioning boosted social media posts. As the name suggests, these are just regular posts on social media platforms that have been “boosted” or paid for to reach a wider audience.
Boosted social media posts are perfect for businesses that want to increase their follower count or engagement rate. These are also great for promoting specific products, events, or campaigns on a certain social media platform.
Paid Carousel Ads
Paid carousel ads are boosted social media posts with a twist. These are posts that come with multiple images or videos that potential customers can scroll through.
Paid carousel ads are perfect for businesses that want to showcase multiple products or services in a single post. These are also great for promoting a collection of products or for giving potential customers a sneak peek of what they can expect from your brand.
Interactive ads are the most creative and engaging type of paid ad. These are usually served on social media platforms and they usually come in the form of polls, quizzes, or games.
Interactive ads are perfect for businesses that really want to stand out from the crowd. However, they often require more time and effort to create, so they might not be ideal for businesses with a limited budget.
Tips on Running Your Own Paid Ads
Found the perfect type of paid ad for your business? Great! Here are a few tips on how you can run your own paid ads and make sure that they’re doing their job:
You wouldn’t want your posts to be just another annoying ad that potential customers will just scroll right past. So, it’s important to be creative with your ads and make sure that they’re eye-catching and engaging.
Think about what makes your brand unique and use that to inform the creative direction of your paid ads. Also, don’t be afraid to experiment with different types of ad formats and see which ones work best for your business.
Keep It Relevant
You’re paying for your ads, after all, so you want to make sure that they’re relevant to your target audience. This means using the right keywords, copy, and visuals that will resonate with your audience and make them want to check out your website or online store.
Choose Your Platforms Wisely
As mentioned earlier, there are a lot of different platforms that you can use to run your paid ads. But, not all of them will be equally effective for your business.
So, it’s important to choose your platforms wisely. Consider your target audience and where they’re most likely to see your ads. You should also consider your budget and make sure that you’re not spending too much on ads that aren’t performing well.
Monitor Your Results
Finally, you don’t just publish your ad and forget about it. You need to keep an eye on your results and see how your paid ads are performing.
This means monitoring your website or online store’s traffic and conversion rate. You should also keep an eye on your social media metrics, such as your follower count, engagement rate, and click-through rate.
If you see that your paid ads are performing well, then you can keep doing what you’re doing. But, if you see that your results are stagnating or declining, then you might need to make some changes to your strategy.
Create, Pay, and Sell!
And that’s a wrap! We hope this article has helped you learn more about the different types of paid ads that you can use to boost your online store.
With the right amount of effort and some creativity, you can use paid ads to reach a wider audience, increase your website or online store’s traffic, and boost your sales in no time!
For more marketing and ecommerce business tips, check out our blog!
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