How To Foster Demand & Convert Shoppers in Q4
From brand awareness to demand capture to shopper reactivation — we are experts at implementing sophisticated paid advertising strategies for brands across multiple channels including Google Ads, Bing, Facebook, Instagram, Amazon, YouTube and more.
As we approach the busy Q4 shopping season, demand fostering strategies provide a valuable opportunity to nurture your top of the funnel spend and move prospects further down the funnel (to a purchase).
Once a brand gets a prospect to click on an upper funnel ad (whether that be through Google Display Network, Amazon Media Group, or Facebook prospecting) – your job is to continue to stay in front of that user as they weigh their holiday purchasing options.
“The mid-funnel is when we start pushing these shoppers further down the funnel to convert with RLSA & other remarketing tactics.”
– Josh Brisco, Sr. Manager, Retail Search Operations at CPC Strategy
How To Foster Demand & Convert Shoppers in Q4
For the first time ever, CPC Strategy is giving our audience an inside look at how we currently manage our clients across multiple service lines.
Keep in mind, every business is unique (with their own set of objectives) and we work directly with our clients to cater to each of those goals.
Here’s a closer look at how we foster & capture demand across multiple channels.
Google Ads:
Consumers who are already considering a purchase are more likely to convert when they see the right Google Shopping ad at the right time. But achieving success on Shopping requires nuanced campaigns tailored to both the product and each part of the funnel.
Because you cannot modify bids or keywords, you are bidding at a campaign level for a product category. The only way to target Google search queries is to use what we call ISO campaigns; segmenting campaigns using priorities and negative keywords.
When a shopper is considering a purchase – we also continue to focus on converting these high-intent shoppers using RLSA, email remarketing and cart abandonment retargeting efforts.
“Conversion rates are substantially higher for audiences that are familiar with your brand or have been to your site when compared to normal users. If you want to focus on the users behind the searches and not just the keywords themselves — that’s where RLSA becomes valuable.”
– Nick Manessis, Lead Retail Search Manager at CPC Strategy
Facebook:
Although we tend to think of Facebook advertising as top dog for prospecting efforts – Dynamic Ads are a great way to stay top of mind for shoppers and push them further down the funnel to drive ROI.
With Dynamic Ads, retailers can promote relevant items from an entire catalog across any device. They can also display ads for thousands of items to the right audience through an automated process.
Amazon:
If you’re not familiar, Sponsored Brands (formerly known as Headline Search Ads) are keyword-driven and can appear across the top of the Amazon SERP.
If you’re targeting queries that are further down the funnel – for instance, “Teeki yoga pants” – you should certainly consider sending traffic from Sponsored Brands to your Amazon Store or a specific category page within your Store.
With recent improvements to Amazon Stores – it is also now possible to effectively track how well driving off-Amazon traffic to Amazon performs via Amazon Store Insights.
At CPC Strategy, we are able to drive traffic from Facebook, Instagram, Google (including text ads) & Bing Ads to the Amazon Marketplace, which is great way for sellers to gain a competitive advantage — even when they’re not shopping on Amazon.
We also leverage Amazon Sponsored Products and Product Display Ads (within Advertising Console – formerly known as Amazon Marketing Services) to drive results within Amazon’s own platform.
“Amazon Store Insights allow us to better quantify how that traffic that we’re sending performs. In the past, even though you could send traffic from Facebook to Amazon, you couldn’t track traffic — meaning you couldn’t quantify how effective the strategy was. Today, it’s a different story. Brands with a Store are now in a prime position to capture shopper demand off of Amazon.”
– Pat Petriello, Head of Marketplace at CPC Strategy
UPDATE: Announced in August 2018, a new beta program called Amazon Attribution allows brands to measure the impact of display, search, and video channels based on how consumers discover, research, and buy their products on Amazon.
You can learn more about Amazon Attribution in our announcement.
A Note about Mid Funnel Creative:
Keep in mind, mid-funnel campaigns are also an opportunity to shift your creative. As seen in the image below, in our upper funnel campaigns we tend to opt for images that are very lifestyle-focused.
“Once a prospect has shown interest, we encourage our clients to shift their creative to something more specific like a dynamic product ad or other product-centric creative,” Brisco said.
Demand Fostering & Capture: Success Stories
Natrol Drives 70% Increase in Sales With New Amazon Store
For more than 35 years, Natrol has been a leading manufacturer of Vitamins, Minerals & Supplements and is dedicated to empowering consumers to “Own Your Health” with the help of their top-selling products, Melatonin, 5-HTP and Biotin.
In June 2018, our Amazon Creative Team partnered with Natrol to deploy a fully upgraded version of Natrol’s Amazon Store – complete with the latest features to optimize for sales (including driving traffic from Sponsored Brands to their Amazon Store).
Seventh Generation Increases AMS Sales by 441.41%
Based in Vermont, Seventh Generation sells cleaning, paper, and personal care products designed with human health and the environment in mind.
Seventh Generation teamed up with CPC Strategy to scale their Amazon Vendor operations. Since joining, Seventh Generation was able to significantly improve their online advertising efforts through Amazon Marketing Services, increase order volume and lower ACoS.
By restructuring their AMS campaigns, we were able to dissect and bid aggressively on keywords and products most likely to convert.
Now, Account Managers can easily edit and update campaigns in a matter of minutes instead of hours. These improvements also provided more control over ACoS objectives by product category.
TrucknTow Increases Amazon Sales +258.97%, Google Shopping Sales +48.57%
TrucknTow.com is designed to provide the best trucking and towing accessories at the best prices with fast, economical shipping. Their extensive line of trucking and towing products includes wide load equipment, automotive ties downs, cargo control, vehicle lighting, roadside safety or lifting and recovery accessories
We were able to significantly optimize TrucknTow’s Google Shopping strategy by implementing our ISO™ campaign structure. Largely due to the success of our Google advertising efforts, TrucknTow decided to sign on with our Amazon Management in September 2016.
As a result of our established AMS advertising efforts, TrucknTow’s products became discoverable and buyable to customers. Not only did we increase sales by 259% from 2016 to 2017, but we also lowered ACoS by -16%.
Dynamic Ads Increases Facebook Revenue by +573.85%
Founded in 2009, Designer Living sells an array of brand-name home furnishings and décor items including comforters, sheets, and furniture.
Like many e-commerce businesses in 2016, the home decor retailer saw a significant opportunity in making Facebook a larger part of their paid marketing strategy.
After joining CPC Strategy, they saw exponential engagement & sales growth using Facebook Dynamic Product Ads, which ultimately catapulted their online sales.
For more information on how to nurture your mid funnel campaigns, email [email protected]
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