Most e-commerce business owners can be divided into two distinct groups: those who think Facebook ads are king, and those who think Google Ads rules. If you're one of those e-commerce entrepreneurs who seems very inclined one way or the other, you're missing the big picture. If you're only using Facebook and other social media ads, you're ignoring the benefit of taking all the money you spend on generating brand awareness with social ads to the next level: re-engaging potential buyers into your sales funnel through Google. For those of you who insist on putting your ad budget into paid search only, you'll miss out on all the leads that Facebook ads help you build. Lead volume matters if you want to win in the highly competitive search keyword game. Here's the thing: Your potential shoppers won't stick to just one channel. Instead, they bounce around the internet and make purchasing decisions in a non-linear fashion. So the secret to a successful marketing strategy is not black and white (Facebook or Google Ads); it integrates social media and paid search marketing strategies so that they work together to bring you more, more targeted traffic and more High conversion rate. In short: both are needed! Why You Need Paid Search Marketing Access valuable data: The data generated from running paid ad campaigns will give you valuable insights into high/low performing products, popular keywords and effective content, all of which will help you develop better strategies across all advertising channels. Reach shoppers with higher purchase intent:
Reaching Google searchers means grabbing the attention of potential shoppers when they're actively looking for what you sell. Drive Consistent, Immediate Traffic: Paid Search drives consistent, targeted traffic to your store from the moment your ad is placed. SEO Building: While building organic traffic over the long term, paid search can not only make your store more relevant (helping with rankings), it can also bring instant traffic before you fully optimize for SEO, complementing your SEO in the short term SEO work. Why you need social marketing Increase traffic while increasing awareness: Facebook marketing helps advertisers increase awareness of a newly launched product, website or category while driving traffic to those pages. Improved website SEO: By using industry mailing list and other social media ads to drive more traffic to your SEO-optimized online store, product page or blog, as shown above, you can help drive those pages to higher rankings faster SERPs (Search Engine Results Pages). Unprecedented targeting: Social media PPC provides advertisers with a wider range of demographic and interest targeting options that can be used to segment your market to deliver highly targeted targeting for virtually any objective, whether building awareness or driving product conversions advertising campaign. Build Customer Loyalty Through Customer Service: In today's e-commerce marketplace, many customers turn to Facebook rather than brand websites to answer their questions.
Build your presence on Facebook and other social media platforms while providing instant responses to online comments and questions on your page or ads, helping to increase trust and build customer retention and loyalty. For an e-commerce business to really succeed and hit its 7- or 8-figure goals, the mix of marketing channels is key. You need what each marketing channel brings; you need them to work together. The higher conversion rates that Google Ads touts, and the huge exposure you get from running Facebook and Instagram ads, allow you to generate steady traffic while driving customers down the sales funnel to drive conversions. In the next sections, we'll outline why and how to integrate Facebook and paid search marketing strategies. Why: How Facebook Ads Impact Search Ads When a new potential shopper sees your Facebook or Instagram ad for the first time and is introduced to your e-commerce brand, chances are they won't engage (convert) at that exact moment. It's more likely that after seeing your social media ad, that shopper is more likely to visit your website via a Google search at a later stage. There are two ways this can happen: 1.
They search for your brand specifically The first way shoppers connect is to specifically Google your brand. Let's say your potential shoppers see some of the campaigns you're running, and when they see the ads, they start to trust your brand more. These shoppers may Google your brand or website to learn more at a later stage. The problem is that many online store owners don't think there's any clear data to back this up. Why? The problem is how this Facebook traffic is displayed on Google Analytics. Analytics has no clear way to tell you exactly what percentage of Google traffic is generated from people who see your brand on Facebook and then search for your store on Google. However, you can look for spikes in direct traffic or brand impressions that occurred after launching a Facebook campaign. Pro tip: If you don't bid on your branded keywords, you'll miss out on a lot of excess traffic from Facebook ads. Not only can branded keywords help you increase and protect this great visibility, they can also help you dominate your search pages, giving you better traffic control and management, helping you get more clicks and increasing conversions. 2. They search specifically for what you sell The second is when shoppers see your ad and then forget about you and go on with their internet life as usual.