Start with the basics.
It’s easy to get overwhelmed when managing your digital marketing activities, and hard to know where to start. We asked our paid social and search experts for a few easy tips that can help brands increase conversions. Here’s what they had to say.
Clarify your messaging
Do you offer free shipping, bundle savings, or other promotions? If so, make sure these differentiators are immediately apparent to the consumer on your website, in your search ads and across digital creative. This small tweak can dramatically impact website traffic and conversion rates. However, it’s also important to be consistent in the tone and style of your copy. If you’re a luxury brand, is that coming across?
Capitalize on keywords
Your top performing keywords will usually account for 80% of your sales, but oftentimes brands cap budgets on them arbitrarily. Instead of capping your budgets, adjust your keyword bids so your cost per acquisition is always below your customer lifetime value. Additionally, be sure that your budgets are never exhausted. For instance, if you’re on the East coast you may burn through your budget before the West coast enters peak shopping hours during the day.
Use the tools that Google provides for free
Sure, Google is trying to take your money, but they offer a lot of free extensions to make you feel good while they are doing it. Take the time to evaluate some of the free recommendations Google provides - they can streamline a lot of easy optimizations like:
These extensions and tips will help you take advantage of the learning algorithm and capitalize on the free real estate offered on the search engine results page.
Consistency across channels is key
All of your marketing efforts should work together seamlessly - your best practices on social should be mirrored in your search strategy, and vice versa. It’s also important to listen to customer feedback, and adjust your experience accordingly. A good social strategy is about building engagement and relationships as well as driving sales.
We offer quick e-commerce “tune-ups” to brands and in-house agencies. A fresh set of eyes can often make the difference when it comes to spotting issues that are easy to miss.