Growing and maintaining a successful eCommerce business cannot not be done without marketing. eCommerce marketing concerns online businesses creating and sharing content with the aim of targeting the audiences they seek.
A big part of eCommerce marketing is the use of social media, as it holds on average over 100 million daily active users. Because of this, social media platforms have become a thriving environment for eCommerce. Platforms such as Facebook, Twitter and Google have gone on to implement new features to help businesses in their eCommerce marketing.
Two of these features are Facebook Ads and Google Ads. Both companies are highly renowned for their services and reach, with Google being the most popular search engine and Facebook the most popular social media platform.
This blog will compare both ad services, how they work and which one to use depending on your business aims.
How Facebook Ads works for eCommerce Marketing
Facebook Ads is a pay-per-click (PPC) service by Facebook that enables businesses to increase their reach and exposure by pushing their content ahead of the algorithm. These ads are made using the platform's very own ad manager, Facebook Ad Manager.
Additionally, these ads can be categorised by conditions such as user, interests and demographics to help businesses target their chosen audiences. When businesses decide to pay for the service they are able to choose how long their ads run for, it’s placement and budget.
Some of the benefits of Facebook Ads is the level of versatility it gives to businesses when targeting their audiences. The options to target by a large variety of traits such as age and income for example, gives better focus and businesses a more intentional ad campaign. This helps to ensure that businesses are efficient with their eCommerce marketing and making the most of their investment with the service.
Creating the ads is simple. By clicking the “Create” button on your account dashboard you can then choose your ad format, select your audience, edit the ad settings, and write your ad’s text. You can also add images or videos if you wish.
How Google Ads works for eCommerce Marketing
Google Ads, just like Facebook Ads, is also a pay-per-click (PPC). However, unlike with the latter’s ad service Google Ads displays your ads at the top of search results pages. This makes Google Ads great for businesses whose target audiences actively search their brand or products. The ads you create with Google Ads are showcased in a similar fashion as organic search results. When a user searches with Google, your ad will appear at the top of their search results depending on whether the keywords they use align with that in your ad content.
The main difference with Google Ads is that people are actively searching for your products and will be able to see your ad with priority if there are matching keywords. Because of this, your business can gain more conversions if users are able to see your ad gives them the specific information they are looking for. Also, you manage your ads with the Google Ads Manager interface similar to how you would using Facebook Ads management system.
How to Best Use Facebook Ads
Within eCommerce marketing, Facebook Ads is generally seen as an option for businesses who focus on social media advertising.
Due to the overwhelming number of users on Facebook, it is a platform ideal for reaching larger audiences of diverse interests. Because of this, it is ideal that you use Facebook Ads for the goal of brand awareness and exposure. The high levels of organic traffic you can generate on the platform through your content will help get your brand noticed on user’s feeds, encouraging people to visit your site. If you are looking for extra tips on how to make your social media content more SEO friendly, Getshop Today has some easy-to-follow tutorials to get you up to speed. https://getshop.today/tutorials/
Moreover, when creating ads aim to incorporate videos or images. Since Facebook, similar to Instagram, is a very visual platform, people tend to respond well to visual content.
How to Best Use Google Ads
On the other hand, due to Google being a search engine rather than a social media platform businesses generally see Google Ads more suited to converting ‘browsers’ to buyers.
Since Google Ads is better optimised for people who are actively searching for a product or service, you want to ensure your ads feature key information. You want to make sure the copies featured in your ads are concise, precise and use the relevant keywords. Why is this so important? This aspect of the eCommerce marketing process is about increasing conversions – directing customers to your site to buy your products. If your ads at the top of user’s search results are ambiguous or not relevant to what they are looking for then they simply won’t head to your site.
For these reasons, Google Ads is ideal for businesses who specialise in simple products and services. They are able to achieve greater conversions as it’s easier to align their brief product details with their ads.
Alternative Paid Ads: eBay Ads & Amazon Ads
Besides Google and Facebook, there are other paid ads services you can use with other popular platforms. These platforms are that of eBay and Amazon.
With Amazon Ads, you have choices to have sponsored products and displays. Sponsored products is a package that Amazon Ads provides which enables your product listings to appear in customer shopping results. These ads are cost-per-click and will also feature on product detail listings. The sponsored display is another feature which generates ad creatives which target audiences based on the relevant interests of Amazon shoppers.
eBay Ads also has similar features of promotional and internal ads. With eBay ads you will also be able to have the option to have your product listings be displayed more prominently on customer’s shopping feeds.
There is no one ad service you should use when it comes to both Facebook and Google Ads. Generally it is a matter of preference and what stage of the eCommerce marketing process is your priority. Sometimes it may be the case that you wish to use both for your business at different stages of your eCommerce marketing, whether to increase awareness or capture interest.
Overall, both ad services are great for boosting brand awareness and helping you to increase conversions on your site. Be sure to understand your business type and your aims before deciding to use either of these paid services. This will help you to make the most of what you are paying for, and to be more intentional with the direction of your ads.