When your business involves selling products online, it can feel nearly impossible to stand out from the crowd. (Especially when the crowd consists of hundreds of brands vying for the same market share.)
While best practices like good product descriptions, high-quality photos, and a strong understanding of your audience can help, few tactics are as effective for ecommerce sales as the right digital marketing tactics.
By leveraging the right ecommerce platforms, following the latest best practices, and building engaging shopping campaigns, you can prime your ecommerce biz to crush sales goals and create opportunities for manageable growth.
How do you do it? With the right ecommerce marketing services.
What are Ecommerce Marketing Services?
Ecommerce marketing services are the advertising tactics and channels used to connect your ecommerce biz with new and repeat customers online.
These deliverables can cover both paid ad campaigns (such as their creation, launching, and optimization) as well as organic initiatives, such as technical SEO, content marketing, and web design.
HawkSEM’s Ecommerce Deliverables
From keywords and updated product feeds to ad formats, title and description testing, and high-quality images, we’ll make sure your items are reaching the right people at the right time.
We’ll walk you through steps like choosing the right product data input method, optimizing your merchant settings, setting up your e-commerce search ads campaigns, and more.
Ecommerce Marketing Services:
- 1.Shopping Campaign Management
- 2.Merchant Center Setup & Feed Setup
- 3.Merchant Center Verification & Compliance
- 4.Feed Quality & Identifying Warnings/Disapprovals
- 5.Bidding Management & Optimization
- 6.Dynamic Remarketing (Display)
- 7.Custom Reporting
Shopping Campaign Management
If your business sells products, then you probably know how important it is to have a strong ecommerce presence. After all, not only is online shopping more popular than ever before, but the rise of trends like m-commerce (aka mobile commerce) and social shopping (where people can buy products while scrolling social media apps) also mean tons of competition.
With all the brands vying for your same customers, having a proper ecommerce shopping feed is crucial to creating effective pay-per-click (aka paid search or PPC) ads meeting your sales goals.
This process often involves budget management and settings configuration, among other aspects. If you want your products to get noticed online, shopping ads can’t be beat. Whether you want to try out Google Shopping, Microsoft Shopping Ads for Bing, Amazon Advertising, or all three, our team of marketing experts know the tried-and-true best practices that’ll make your ecommerce products stand out online.
Merchant Center Setup & Feed Setup
When it comes to building a profitable ecommerce marketing plan, accurate tracking and proper setup are key. That’s why we make sure that your Google Merchant Center (GSC) or other platform’s account and feed are set up thoroughly and accurately.
From linking the right accounts and choosing the best product data input method to optimizing your Merchant Center settings and leveraging dynamic remarketing (more on that below), having an expert set up your accounts offers the peace of mind that everything is running as it should be.
Merchant Center Verification & Compliance
Don’t get in the weeds with your Merchant Center setup. It can feel like there are a lot of hoops to jump through when it comes to verification and making sure you’re complying with all the existing rules in terms of targeting, verbiage, regions, and products.
We can take the guesswork out of the process by ensuring your Merchant Center is not only set up properly, but meeting all of the requirements and falling within the relevant rules and regulations.
Feed Quality & Identifying Warnings/Disapprovals
Of course, you don’t just want any old photos and descriptions in your product feed. The right digital marketing agency will know how to craft accurate and optimized product listings, thoroughly written descriptions, and enticing headlines to pair with clear, accurate imagery that will appeal to your target audience.
And if something goes awry? Our team can quickly identify warnings, issues, or disapprovals in your feed or campaigns to correct them swiftly and keep your metrics headed in the right direction.
Bidding Management & Optimization
Maximize clicks, maximize conversions, target ROAS–there’s a lot of options for your bidding strategy. We’ll cut through the noise and choose the right strategy for your business goals.
Then we’ll use metrics like conversion rates and ROAS to update bidding strategies as the account grows.
Dynamic Remarketing (Display)
Ecommerce brands know this: the cart abandonment struggle is real. Personalized online marketing experiences help foster brand trust, nurture customer loyalty, and can be key for boosting sales numbers. That’s where remarketing comes in.
Remarketing ads can help re-engage potential customers who haven’t yet completed a purchase by targeting those who have already visited your ecommerce website or mobile app. And with dynamic remarketing, they’ll be reminded of specific products they’ve already viewed, added to cart, or otherwise showed interest in.
Whether you need data for the higher ups or want a bird’s eye view of progress for transparency, we take pride in creating custom reporting for each of our ecommerce clients that highlights the exact info you want in a way that’s easy to digest.
And speaking of custom reporting…
ConversionIQ is our not-so-secret sauce, an exclusive platform that’s been a game-changer for our clients when it comes to identifying qualified leads, eliminating wasted ad spend, and optimizing campaigns. ConversionIQ connects all of your marketing tools – like Google Ads, social media channels, CRMs like HubSpot, Google Analytics and more – into one centralized dashboard for a full picture of your marketing efforts. The result: better reporting, enhanced data, and a clear path to scaling, optimizing, and improving your digital marketing strategy.
HawkSEM was able to help ecommerce apparel brand Swimsuits Direct increase year-over-year SEM revenue by more than 109% and increase return on ad spend (ROAS) by 80%. By working in tandem with strategies like remarketing, we’ll aim to help you cut down on cart abandoners, increase sales, and ensure you’re doing everything possible to beat out the competition.
Ecommerce Marketing Platforms
Let’s focus on PPC. ICYMI, this is one of the most effective digital marketing methods around, no matter your product or service type. When it comes to ecommerce, there are four main options for your shopping-specific search ads: Google, Bing, Amazon, and social media.
Google Shopping Ads allow ecomm businesses to set up budget-based campaigns that surface on the search engine results page (SERP) in response to a searcher’s related query. But, unlike standard paid search ads, shopping ads feature elements like an image, product cost, item name, and sometimes additional info like customer ratings.
Microsoft Bing Shopping
Microsoft Advertising’s Shopping campaigns are similar to Google’s. What’s more, it’s relatively easy to import Google campaigns into this platform through the Google Import tool, helping you maximize the reach and potential of a campaign that’s garnering success. While some companies think Google is the only game in town, experienced ecommerce marketers know better.
Not only can part of your target audience prefer Bing over Google, but the former usually offers less competition, meaning you can get more bang for your buck. Along with standard campaigns, Microsoft offers local inventory ads (to promote items to nearby customers) and merchant promotions, which entail displaying special offers or site-wide sales.
It probably won’t surprise you to know that Amazon offers a ton of potential benefits for an ecommerce business. Amazon Advertising allows you to promote individual products and your entire online store. Plus, Amazon Ads show up not just in search results on the platform, but they can appear in on-site product recommendations, email marketing, and banner ads as well.
The past few years have seen a boom for mobile or m-commerce. As more people continue to shop online via their smartphones and other devices, it should come as no surprise that social selling has likewise seen an uptick in popularity.
Social selling is the practice of an ecommerce brand leveraging social media apps to sell products, often without the user having to leave the app. From virtual storefronts and interactive, shoppable ads to ecommerce-specific app updates and influencer marketing, we don’t see this trend slowing down anytime soon.
Beverly Hills-based furnishings and design services purveyor Grayson Living came to the HawkSEM team for help boosting ecommerce efforts to complement their brick-and-mortar sales. Through a strategic blend of shopping campaign improvement, retargeting, feed optimization, display advertising and cross-platform advertising, and landing page improvements, we were able to increase conversion rates more than 100% in the first year alone and help Grayson Living achieve almost 6 times their ROAS over 3 years.
Additional Ecommerce Platforms
There are many ecommerce platforms that complement advertising across Google, Bing, and Amazon. They allow you to create virtual storefronts, track inventory, and facilitate sales, all while connecting seamlessly to ads.
This top ecommerce platform allows brands to easily create an online store with a built-in point-of-sale system.
This software-as-a-service (SaaS) platform offers ecommerce services like online storefronts, SEO, site hosting, marketing, and security.
As a Wordpress-based platform, WooCommerce is a free plugin that allows you to turn your website into a shoppable ecommerce store.
Ecommerce & SEO
When you’re taking a holistic, well-rounded approach to your ecommerce marketing strategy (and, if you ask us, you should be), SEO strategies can’t be left out.
Not only is SEO cost effective, but it sets your brand and website up to garner long-term domain authority, brand awareness, and algorithm-proof visibility on the search engine results page (SERP).
Here are just a few of our top best practices for ecommerce SEO:
Start with the basics
Many SEO tactics are the same for businesses of all industries and sizes. As such, actions like having a solid sitemap, easy navigation, and a secure website will take you far, regardless of your offering.
Target the right keywords
From proper keyword research (focused on search volume, relevance, and competition) to relevant product titles and descriptions, having strategic messaging that includes the right keywords can boost organic traffic to your ecommerce site.
Leverage canonical tags
When you have a large amount of products, it’s likely that many of your pages will feature similar content. Canonical tags are a signal to search engine bots that you have similar pages, but they’re organized to carry different values or weights.
Create a plan for consistency
Poorly organized product categories, outdated inventory, and inconsistent product photos are all issues that can keep buyers from completing a sale. Avoid this by creating a plan or checklist for keeping inventory updated and adding new products in a consistent way.
Why Work with a Full-Service Agency?
Like chips and dip, some things just go better together. The same can be said for your digital marketing efforts. Having a complete, well-rounded program is bound to bring about better results than a hodgepodge of efforts working in silos.
Not only that, but working with a full-service ecommerce marketing company that offers more than just product feed management can give you an edge over competitors, help you scale manageably, and ensure that you’re not neglecting any marketing avenues that could benefit your bottom line.
Luckily, you don’t have to search further. While HawkSEM has ecommerce experts on our team, we also have senior-level pros who know the ins and outs of all the digital marketing channels out there, so you get the benefit of as many services as you want to leverage for maximum success.
Additional Digital Marketing Services:
- Ecommerce SEO (search engine optimization)
- Paid social media marketing campaigns
- Performance display
- Conversion rate optimization (CRO)
- Shopping and feed management
- Website design
- Content marketing
- Email marketing
- Landing pages
The Bottom Line
No matter what products are stocking the virtual aisles of your online shop, it can be hard to pinpoint the best ecommerce marketing agency to entrust with your brand name and budget.
We get it – as an award-winning ecommerce marketing company, the HawkSEM team is composed of data-driven marketing scientists with years of experience garnering real, significant results and finding ecommerce solutions for companies of all sizes. Not only are we partners with the likes of Microsoft Advertising and Meta, but Google Premier Partners has named us a top 3% agency in the country.
Our experts can work with you to build, optimize, and scale a tailor-made ecommerce marketing strategy that’ll help you better connect with buyers and increase sales.
Are we the perfect fit for you? Let’s find out together.
Request a Free Consultation
No BS, just results. Average clients see a 4.5x ROI
- Dramatically improve ROI
- Outperform the competition
- Increase conversion volume
- Better track ROI
- Reduce cost per acquisition
- Improve lead quality