Website users are very demanding. They want everything to be simple, clear and pleasing to the eye. Therefore, you need to pay attention to usability, so that the user can quickly select everything that they need, so that they can complete their actions on the site without much difficulty.
It is worth conducting QA-testing of the website to determine the main errors and understand how critical they are. The client must correct them before launching the advertisement so as not to waste money.
It is also worth comparing the functionality of your site with competitors to see its advantages and disadvantages.
Connect web analytics
Before you start advertising, you need to connect Google Analytics to the website, set goals and connect ecommerce plugins and applications. We also recommend using convenient tools for data visualisation. They allow you to see in real time what is happening with the project and what is its effectiveness.
Decide on goals and KPIs
It is important to understand at what stage of development your project is. And at this stage it is worth setting goals and determining the KPIs to which you should strive.
At this stage, it is important to test the most effective Internet marketing tools. To do this, you need to work with “warm traffic”. Required KPIs are:
Another tool that must be used from the launch of the site. When a user makes a request, paid search advertising can take up to the first four blocks in the search results. Due to the fact that it occupies as many as four blocks, many users simply do not reach the organic searches. They open the first two or three links and choose what interests them first of all. Only if they did not find anything suitable there, do they begin to scroll below this.
Paid search advertising takes up most of the first screen, and if Google Shopping is also located at the top of the search results, organic searches are located deep below.
Google Ads allows you to plan an estimated budget for search ads. These numbers are based on statistics, so they are not accurate. If you specify the keywords that you plan to use in search advertising, you will get a forecast of the estimated budget, impressions, clicks, cost-per-click, etc. You will also see a breakdown by device and by location. If you choose a country, you will approximately see how much traffic will come from each city.
Organic traffic is free, you don’t have to pay for clicks. But if search advertising can be launched quite quickly, then organic traffic must wait at least six months.
Remarketing on Google Ads
Remarketing can be search, display, and dynamic. In Google Analytics, you can define and segment the audience of users who visited your site. You can customise ads on them. Dynamic remarketing is most effective. With it, you can show users the advertisement of the products that they viewed.
When a user visits the site, they see a window at the top of the screen offering to show notifications. If the user agrees to be shown, they will see push notifications with new site updates. This tool is free, but it needs to be properly configured.
Business pages on social networks
At the beginning of the development of the project, it is worth creating a business page and gradually filling it. This will allow you to put a link to the social network on your site. Users will be able to follow it and make sure that the company is alive, read reviews about it, etc.
Initially, one post per week is enough. In the future, this will help develop the community on social networks and make better use of targeted advertising.
Display ads on Google
Display tools are banners on various sites, ads in Gmail, etc. The purpose of display advertising is to flash before the eyes of users and tell them about the existence of your company. You should not expect direct sales and revenue growth from this advertisement. It should attract associated conversions.
Targeted ads on Facebook and Instagram
These ads can appear in the feed and stories of social networks, in the messenger and on other Facebook placements. They are very effective due to flexible targeting and wide customisation functionality. Creativity is important in these ads: photos, videos, texts.
Do not expect direct sales from this type of ad, the traffic will be cold. But you can already work effectively with the audience that clicked on the ad. For example, set up Facebook remarketing for these users and show them the products they viewed on the site.
Youtube video ads
Selling via video is the most effective marketing tool. This type of advertising allows you to tell users about your product. On Youtube, you can use commercials that can be skipped in six seconds, and those that cannot be skipped, six or fifteen seconds long. The first five seconds of the video should interest the user so that they watch the advertisement to the end.