Ecommerce sales are expected to grow by 50% from 2021 and reach $7.4 trillion by 2025. This means there’s scope for more ecommerce businesses to enter the market. Bad because there’s probably going to be a lot more competition, making it difficult for smaller ecommerce brands to navigate the market and make a mark.
Does this mean all hope is lost? Absolutely not! But what this does mean is that if you want to grow and succeed as an ecommerce business, you will need to alter your marketing strategy to include paid advertising in addition to using organic channels of growth. Ecommerce advertising can help you drive traffic to your sales funnel and increase the chances of that being converted into paying customers.
So to help you out, we’ve created this super comprehensive guide on eCommerce ads — which will take you through everything you need to know on the subject, including the types of ecommerce ads, the best strategies to use, and how to create compelling video ads in minutes using InVideo’s free ad maker.
Here’s what’s covered in this article:
Let’s get started by looking at what eCommerce advertising is and why it’s crucial for your growth.
There’s no shortage of social media and online platforms on which you can run eCommerce ads. But the leads you get from different platforms are different – because people use these platforms for different purposes, which means that the intent with which they click on your ad is also different. This is called the purchase intent.
Audiences with low purchase intent just want to browse various websites to check out their options, while those with high purchase intent are actively looking to buy products.
So, before you start running ads on any platform, you’ll need to decide whether you want to simply build brand awareness or boost conversions by targeting customers with high purchase intent.
That’s why we’ve listed platforms in order of low to high purchase intent so you can determine which one you must focus on the most.
A. Google Ads
Google ads help eCommerce companies build their brand and grow their sales, so it’s one of the main marketing channels for many businesses. They work on a pay-per-click model in which you have to pay only when someone clicks on your ad and visits your website. It doesn't matter how often your ad is displayed or how many people see it. You only pay when someone clicks on it.
Google estimates that for every $1 spent, businesses get back $8 in revenue, so running Google ads should be a part of your growth strategy. However, determining which Google ad types your business must use can be a daunting task. So, we’ve listed the best types for eCommerce businesses below.
1. Remarketing Ads
Only 2% of the visitors convert on their first visit to most online stores. So, it's crucial to retarget the remaining 98% of the visitors with ads again to improve your conversion rates. This is where Google’s Dynamic Remarketing feature comes in handy.
It's a helpful tool that boosts clicks by creating a personalized dynamic ad for the exact product your prospect searched for using the product pictures and information found on your website.
And this is much better than standard remarketing as it shows people ads for products they’re interested in instead of showing them generic products from your website. Thus, you can optimize your marketing budget, improve your click-through rate, and boost conversions using Dynamic Remarketing ads. Here’s a detailed video to help you get started with remarketing:
2. Display Ads
Display ads are a part of the Google Display Network (GDN) and help you reach people on millions of websites, apps, and other Google-owned properties like Gmail and YouTube.
Many eCommerce marketers expect warm leads and sales from running display ads due to the sheer size of the audience Google allows them to tap into. But the Click-Through-Rate (CTR) for Display ads is only 0.35%, so they can’t get you sales but can definitely help build brand awareness of your product.
For example, if you’re selling clothes on your online store, you can run Display ads on websites dedicated to self-care and fashion, so prospects can go to your website to shop for products.
And the best part is that Google charges you based on the number of people who click your ads and not the number of impressions, so your ads get plenty of eyeballs at a low cost. However, it’s recommended that you start with a small budget and test your ads to ensure they’re reaching the right audience to ensure that you’re not wasting ad spend.
Lastly, if you want to create a Display ad that makes prospective customers take notice, make sure you add visuals that convey your product’s benefits and highlight your product’s Unique Value Proposition (UVP) in the ad.
3. Google Shopping Ads
Google Shopping ads, also called Product Listing Ads or (PLAs), are similar to standard Google ads and charge you per click, but these are more visual as they include a picture of the product with its price and ratings.
These ads rank pretty high on the purchase intent list as they appear only when the searcher uses keywords indicating that they’re ready to buy a product.
And the best part is that you can integrate your inventory with Google Shopping ads so Google can automatically pull product images, prices, and reviews from your eCommerce website and disable your ads when your products go out of stock. This is what Google shopping ads look like:
4. Outstream Video Ads
Outstream video ads are mobile-only ads that play within an app or partner sites whenever a user navigates to it. These ads are not available on YouTube and automatically play on mute when they appear on the screen.
Viewers watch out-stream video ads 25% longer than instream ads and are more popular as they’re less intrusive and annoying. So, they deliver better results than instream ads, and brand professionals also seem to agree with this view as 60% of them say they are more effective than instream ads
Similar to display ads, out-stream video ads also work to improve your brand awareness and reach an efficient cost, so if you’re looking to get more people to learn about your products, you should consider using these ads. You’ll be charged based on viewable cost-per-thousand-impressions (vCPM), and a view is counted only when somebody watches your ad for 2 seconds or more, so you can get direct loads of attention to your product without breaking your bank.
B. Social Media Ads
Earlier, eCommerce brands refrained from running ads on social media platforms as they thought it did not give them any tangible returns or benefits.
However, brands can no longer afford this perception as most of their customers are present on social media, and advertising on these platforms is cost-effective and helps grow their brand and business.
So, if you want to drive more sales through social media ads, here are 5 platforms you should consider.
1. Instagram Ads
A recent Facebook survey states that 83% of shoppers use Instagram to discover new products, and 81% of Instagram users use the platform to research brands. And another study has found that more than 2 million brands are already using Instagram to run ads.
Based on these statistics alone, it's clear that the power of Instagram can't be discounted when it comes to selling products online.
But what exactly are Instagram ads, and why should you run them? Instagram ads are paid video or image posts that online businesses publish on the platform. Advertising on the platform gives you complete control over the kind of users you want to target through segmentation and targeting and guarantees the number of views your ad will get.
Here’s an example of a well-targeted Instagram ad from Sleepify. It explains how it improves sleep quality right away and offers a discount when people purchase 2 bands as they’re targeting people who are more likely to purchase the sleeping band for themselves and gift it to their partners and loved ones. The crisp visuals, text highlights, and sound effects also help highlight the product’s features and compel people to check it out.
While creating your Instagram ads, one thing to keep in mind is that videos perform better than static image-based posts. Therefore, it would serve you well to invest in creating high-quality video ads for your brand. To create these video ads, you can sign up to InVideo for business where you will get tailor-made ad templates and video editing on demand. Get your free demo here.
2. Facebook Ads
Facebook offers a wide variety of ad formats to choose from and is great for building awareness and generating leads for your eCommerce business.
Like with all marketing channels, you’ll want to start small, so you can refine the message for your target audience and make sure you’re not flushing ad money down the drain as the cost of running Facebook ads has increased considerably over the years. You also want to consider investing in video ads to get a better return on investment. Don’t worry, creating Facebook video ads is easy with InVideo’s free Facebook video editor.
If you want to learn more about creating and running Facebook ads, check out this in-depth video we have on our YouTube channel.
The best way to create ads on this platform and get sales is by using the custom and lookalike audience feature. A custom audience allows you to upload a list of all people who have visited your website via the Pixel, so you can target customers who have a higher chance of converting because they already know you.
On the other hand, a lookalike audience is a new audience generated by Facebook based on the audience list you fed it previously. So, if you’ve given Facebook a list of customers with the highest Lifetime Value (LTV), it’ll help you find new people who have similar qualities as the ones in your list and this is much more effective than targeting based on demographics alone.
Pro Tip: If your eCommerce store is hosted on Shopify, you can link your Facebook ads manager to it and run ads directly from your online store’s backend. Check out this guide to get a more in-depth understanding of how you can do that.
3. YouTube Ads
YouTube often gets overlooked as an ad platform as most eCommerce marketers are focused on Google or Facebook ads.
However, you don’t want to make this mistake as YouTube ads have ridiculously high conversion rates. You can get a view for as little as $0.01, and it’s a steal considering that you’ve got access to the platform’s 2 billion monthly active users.
Plus, the platform is versatile, and you can use it to target an audience at any stage of the funnel. So, YouTube is a great choice regardless of whether you want to build brand awareness or get conversions. Its reporting capabilities are also on-point, and it provides deeper insights from customer data which you can use to improve conversions.
Here’s an example of a YouTube ad by Vincero. The ad opens with a rhetorical question to get viewers to say yes and grab their attention. Then, it explains why their watches are better than others in the market and how their craftsmanship and values help them stand apart. This explanation, coupled with the testimonials and 30-day guarantee, help people connect better with the brand and prompt them to purchase immediately.
To create compelling video ads like Vincero, start with a hook that grabs your audience’s attention, so they don’t skip your ad and explain how the user will benefit from a logical and emotional perspective as they’re both critical in influencing the purchasing decisions of customers. Also, add testimonials and statistics to build social proof and add a guarantee or discount, so viewers are compelled to check out your products. You can use InVideo's YouTube video editor to create compelling ads for your brand and if you would like to make the process even easier, consider signing up to InVideo for business, where you will get tailor-made YouTube ad templates for your brand. Get your free demo here.
C. Native Ads
Native advertising is a form of paid digital advertising in which ads integrate seamlessly with the webpage design and content. Unlike banner ads or pop-ups that stand out and disrupt the user experience, native ads are designed to be non-intrusive and provide value to the audience by showing them content that helps them solve their problems or improve their lives.
These ads are also more effective than banner ads because they are less likely to be affected by banner blindness or ad fatigue in which a customer completely ignores an ad because they've already been exposed to thousands like it every day.
Let's say that you sell shoes online. A regular ad would use traditional sales pitches like “Special offer!”, “best shoes” or “15% off now!” to sell the product. But a native ad would use a subtle headline like “5 tips for finding the right shoes” and when the user clicks the ad, they land on your blog where they read an article featuring helpful tips on how to pick shoes. Your article might even mention the top-sellers in your shop and their benefits, but that’s not the central focus.
Since the article provides value, you end up improving your brand awareness, and credibility which results in more engagements, sales, and reduced time to purchase.
Here’s an example of a Native ad from Flare Audio on Business Insider. The ad has a subtle but curiosity-inducing headline that compels audiophiles to check out which earphones produce incredible quality.
But how do these native ads work? Native advertising platforms, such as Outbrain, Taboola, and Revcontent partner with publisher sites like CNN and provide the tech needed to embed native ads on their websites.
Advertisers like you buy native ad space on these sites via the native platform, and use the platform’s advanced targeting features to show your native ads to relevant audiences.
To create a successful native campaign, you need to have a thorough understanding of your audience and what they want so you can promote content that resonates with them. Also, ensure that you create a value-centric heading that grabs their attention to earn a click.
The list given above includes all the major platforms you’ll need to evaluate for your paid eCommerce campaigns. But regardless of which platform you choose to run ads on, start small, test different ads, increase the budget for ads performing well, and rinse and repeat this process to get the best results.
Now that you know the three most popular types of ecommerce ads you can run for your business, let’s look at the advertising strategies that’ll help your brand win. We are focusing on video ad strategies since videos generally give you a better return on investment as compared to image-based ads. So, let’s get started!
1. Optimize For Google Shopping Ads
Creating the perfect data feed for your Google shopping campaigns is a step in the right direction, but it’s not enough to successfully advertise your products on Google. You’ll also need to optimize your Google Shopping ads to multiply sales and avoid spending on products that don’t perform well. So, we’ve listed a few tips below to help you:
Tip #1 - Optimize your product feed
A product data feed contains a list of all the products you sell and the easier you make it for Google to understand your products, the better are your chances of showing up for the right customers. So, follow Google’s Product Data Specification to format your product information.
Tip #2 - Exclude products that don’t perform well
Your goal is to sell products and not just showcase them so you need to check your ad reports to know which of your products aren’t selling well and exclude them from the ad group by editing your bid settings to “Exclude”. This way, you can spend on products that perform well, improve your sales, and decrease your CPA.
Tip #3 - Use Negative Keywords
Negative Keywords tell Google which keywords it shouldn’t trigger your ads so your ad spend isn’t wasted. For example, if you sell gold-plated bracelets and your ad is shown when someone types “gold bracelets,” they might end up clicking your ad and repeated clicks will hurt your ad spend. That’s why you should regularly look at your search reports and find search terms to add as negative keywords.
2. Create Visually Stunning Display Ads
You can invest tons of money into Google Ads, but if your visuals aren’t compelling enough, consumers aren’t going to pay any attention to your eCommerce ads or click on them.
So, you need to ensure that your visuals match the different stages of the funnel you’re targeting. Below are some of the goals you’d associate with different stages of the funnel:
- Top of the Funnel (TOFU): Introduce your brand to your audience and generate interest.
- Middle of the Funnel (MOFU): Get your audience excited with your offer.
- Bottom of the funnel (BOFU): Encourage your audience to buy your product.
For a deeper understanding of the different funnel stages, check out this video:
Now, let’s look at what the visuals for each funnel stage should look like:
Top Of The Funnel (TOFU)
TOFU ads need to build brand awareness, so they need to have great logo placement, convey the benefits, and have a strong CTA to make potential consumers take notice and earn clicks.
Take a look at this display ad from GT’s Living Foods for inspiration. The logo is placed against a contrasting background to draw attention. And the ad’s background itself stands out against a website with a white or black background, so it’s effective in stopping a potential consumer from scrolling past it.
The ad’s visuals also state why the consumer should check out the products through a clear value proposition and encourage them to take action through a clear CTA.
Middle Of The Funnel (MOFU)
As you start moving further down the funnel, you need to understand your audience, what motivates them to buy, and the factors stopping them from making a purchase to come up with successful eCommerce ads for your brand.
For example, take a look at these ads from Kombucha brand Suja. They’ve thoroughly studied their target audience and the inhibitors that stop them from making a purchase. That’s why they’ve highlighted points addressing their objections, and added an offer so they place an order without a second thought.
They’ve also prominently displayed the product since customers are already aware of the product and are more likely to buy it.
Bottom Of The Funnel (BOFU)
When your customers are at the last leg of the funnel, you’ll want to focus on creating a “pattern disrupt” so your ads stand out from the other ones out there and you get conversions.
For example, take a look at this ad from Health-Ade Kombucha. It stands out with bold text and a strong CTA that speaks to their audience’s lifestyle so they take notice and make a purchase.
Creating disruption doesn’t mean you should deviate from the brand guidelines. It simply means you should use your existing brand colors and elements to create an ad that looks discernibly different and appealing. So, use original graphics, crisp and bold copy, and a compelling CTA to stand out from the clutter and get conversions.
3. Use Video ads
Video ads play a significant role in the rapidly evolving eCommerce space as they are effective in grabbing viewers’ attention and bringing in more conversions by building trust, credibility, and brand awareness.
Here’s an example of a video ad from Nectar mattresses which has amassed more than 24 million views for being entertaining and persuasive.
The ad uses humor to grab people’s attention and explain what happens when people don't get a good night's sleep. Once customers are immersed in the ad and the problems are outlined clearly, Nectar Mattresses explains how their special Technology solves the problem better than other mattresses out there.
At this point, a lot of viewers will be ready to buy the product since Nectar has made it feel like a bargain. So, they add a clever CTA and explain their free delivery policy to seal the deal.
In short, the ad uses the right facts, adds great humor, and ends with an irresistible offer to get viewers to their website and place an order right away.
To make persuasive and humorous video ads like nectar mattresses, first, create a script and a storyboard. You can then get tailor-made ad templates according to your script for your brand with InVideo for business. Get your free demo here. To reduce the hesitancy that customers have towards making a purchase, throw in an irresistible offer and sweeten the deal with options like free delivery.
4. Personalized Ads
Personalized advertising works by collecting data through cookies to serve ads tailored to your prospect’s interests. And it’s a powerful tool in eCommerce as it improves the shopping experience for users and increases conversions, customer retention, and ROI for advertisers.
Plus, research from Adlucent also shows that 71% of consumers prefer ads tailored to their personalized interests and shopping habits. Here’s an example of how Amazon uses personalization to advertise deals on their homepage. Members who frequently purchase home products and decor will see deals related to these products.
On the other hand, if a member frequently purchases books from the site, they’ll see deals for books.
Now that we’ve seen the importance of personalized ads and deals, here are 3 tactics to help you create personalized Ads for your customers.
1. Create an Ideal Customer Profile (ICP)
An ideal customer profile is a hypothetical description of the perfect customer who would benefit the most from your product. It helps you learn the values, ambitions, lifestyle, and motivation of your customers so you can create ad copy and CTA that speaks to them and motivates them to take action.
To put together an ideal customer profile, get your marketing and sales team together and find out where most of your leads come from. This could be from ads, social media posts, or even your website. Once you have determined the lead source, look at your ideal customer’s behavior (website activities, email clicks, and opens, and reactions to offers) and their willingness to buy. Then study their demography to understand what makes them buy your products.
Remember, the more information you have on your prospects, the better, as you can serve more relevant ads to your customers and improve their experience.
2. Utilize Storytelling
Storytelling is one of the best ways to create a strong relationship with your customers, build trust, and convince them to buy your products as buyers resonate with stories and not product descriptions.
To create a compelling story, create a relatable main character based on your ideal customer profile. Then, start weaving a story around your main character by hooking your audience with an attention-grabbing opener.
Next, introduce obstacles and tell your prospects how your product helps you get over them to convince them to buy it. Just make sure that you’re not resorting to fear-based tactics or gimmicks as they might end up backfiring on you and harm your sales and revenue.
For example, Hey Dude makes shoes out of plastic waste we dump into the oceans. So, the ad begins with the dangers of plastic and tells a captivating story on how the brand converts plastic bottles into shoes to make prospects curious about their product and check them out.
To create an animated ad like Hey Dude, create a script, make a storyboard, and use an animated template like the one given below to get started. Then, add animated stickers from our library to your scenes, select a music track from our stock library, and add a CTA at the end of the video to finish your video.
3. Use Visual Content
To create personalized ads, you need to create visuals and messages that can be mixed and matched to cater to different audience personas.
For example, take a look at Campbell soups’ “We’ve got a soup for that” ad campaign in which they’ve personalized ads for people watching various trailers and movie clips.
They’ve used the same visuals for all ads and changed only the copy and product to match the content they were displaying the ads for.
For example, people who were going to watch the “Orange Is the New Black” trailer will see an OITNB inspired ad copy and a suitable product.” And if you were going to watch the Frozen sing-along video you'll see the same visuals with different copies and products.
5. Sell A Story
Selling a story that communicates your brand’s values helps people form a meaningful connection with your brand and eventually buy from you. Research from Headstream also backs up this fact, and according to them, if people love a brand story, 55% will consider buying from them, 44% will share the story, and 15% will immediately buy from them.
So, if you’re selling in a highly-competitive market where it’s difficult to even get customers to notice your product, sharing a story that resonates with your target audience, converts them into your loyal fans and helps sell your product.
Here’s an ad from KIND snacks that does exactly that in this funny but heartfelt YouTube ad:
The ad cleverly highlights the product’s best features while taking the viewers through the story of the brand’s inception, the founder’s emotional connection to it, and everything that makes it trustworthy and human.
To create a great brand story, focus on the reason for its inception, how the founders think about it in terms of growth and success, what your employees feel, and use that to weave the narrative into a script. Try to incorporate a dash of humor as well and then turn that into a video. You can use this InVideo product story template as a starting point and customize it with your own clips to create a stellar video.
6. Ensure Post-Click Optimization
Post-click optimization encompasses all the processes that take place between the ad click and the conversion. This includes everything from the post-click landing page to the thank you page and email, and plays a major role in maximizing conversions as it helps you serve personalized landing pages based on the persona you’re targeting.
Here’s an example of a post-click landing page by Black Label Supplements. Their products are geared towards athletes and serious fitness enthusiasts, so the landing page grabs attention straight away with a free giveaway and jumps right into how athletes will benefit from the beta-alanine supplement while also catering to their emotion of wanting to do more and be more to get them interested in their product.
They’ve also included a testimonial from NFL athletes who have used their supplements to improve their mental focus and stamina to build credibility and get more athletes to buy their supplements. The page also loads quickly and draws attention to the CTA and important points by creating contrast in the page.
To create a great post-click Optimisation landing page that maximizes your conversions and ROI, make a personalized landing page for each of your customer personas and optimize it with methods like A/B testing.
Also ensure that your page loads quickly, your copy is compelling and the page doesn’t have too many elements (like links to other pages) that can distract prospects and prevent them from converting into customers.
Pro-Tip: If you want to go one step further and grab your prospect's attention, you can also add a video sales letter to your post-click landing page. Simply use one of these product templates to highlight the product benefits and create a compelling offer to get more conversions.
7. Focus On Omnichannel Marketing
Omnichannel marketing integrates all of your eCommerce business’ marketing channels and helps you improve revenue and customer retention by creating consistent and smooth shopping experiences.
For example, take a look at the shopping experience ILIA beauty provides through its website and Instagram page.
If you’re shopping for the foundation through the website, you can find a matching shade with a simple shade match quiz.
And if you decide to shop for the foundation while browsing their Instagram page, you can click the View Shop option, choose the product, and click View On Website to go to their website and find a matching shade through the same process mentioned above.
In both cases, the prospect goes through a similar shopping experience, increasing the chances of converting into a customer.
To create a seamless omnichannel marketing experience, you need to determine which channels your customers are on and create a customer journey that tells you how one channel leads to another and ultimately gets your customers to purchase.
Once you’ve mapped everything out, you want to create a marketing stack having all the tools and platforms you’ll need to create a well-rounded marketing campaign.
A few must-have things in your marketing stack include:
1. A powerful website, landing page, and eCommerce store builder that helps you create pages and integrate with email automation software and other tools.
2. Easy to use an email marketing software that lets you design, build, and track email marketing campaigns.
3. Social media analytics and tracking tools to schedule posts and track campaign performance.
Ensure that you’re also providing cross-channel support and drawing insights from user data to provide a personalized shopping experience and craft relevant marketing messages.
Lastly, start posting content relevant to the marketing channel. For example, you can post lengthier videos on YouTube and repurpose these into short videos for Instagram and Tiktok as shorter videos get more engagement on these platforms.
8. Optimize Ads For Voice Search
Voice search is one of the fastest-growing technologies and the online population is adapting to it by using voice assistants and smart speakers like Alexa and Google Home. In fact, more than 27% of the online population is using voice search on mobile, according to Google.
This means it’s crucial to adapt your eCommerce digital marketing strategies to include voice search to get your products in front of these users. But before we learn how to optimize ads for voice search, let's learn the difference between a traditional search query and a voice search query.
Voice search queries are longer than traditional search queries and are used to find quick answers to questions online. They’re at least 4.2 words long and begin with words like why, what, where, when, and how.
For example, if you want to buy a mobile phone, your traditional search query would look like “best mobile under $500” while a voice search query would look like “Ok Google what are the best mobile phones under $500?”
Now that we’ve understood the difference between a traditional and a voice search query, let's see how you can optimize your ads for voice searches. If you’re already running Google ads, dig into your search terms on Google ads and look for terms that begin with long-tail keywords and searches that begin with terms like OK Google, Hey Siri, and Alexa.
Once you have made a list of these terms, optimize your copy with natural language phrases and questions so they appear on voice search. For example, if you’re selling soda online, you might want to use terms like “pop” as it's more natural sounding than soda and is more likely to be used in a voice search query. Here’s a video on voice search optimization that helps you understand the topic in depth.
9. Jump On An Internet Trend
Jumping on internet trends, also popularly known as trend jacking, is a great way to get more people to notice your products and get to talk about them.
Think of it as joining in on a conversation people are already having and contributing to it. Since you’re already speaking on a topic that interests them, you don’t have to put more effort into making them listen to you.
And BlendJet used this exact tactic to gain publicity and improve their brand recognition by hopping on the Autonomous Sensory Median Response (ASMR) trend
The ad shows 15 satisfying blends and an ASMR voice in the background adds clever wordplay and pop-culture references to entertain the audience. And the best part is that all blends showcase the power of the blender, its portability, and the various colors it’s available in. In short, the content is entertaining and promotes the product without seeming like an ad.
If you want to create trend-jacking ads that’ll get more eyeballs on your product, stay updated on the latest trends, understand their full context, and choose one only if it’s relevant to your brand. And if you’re trying out new trends on Instagram or TikTok, ensure that you’re using trending audio for your videos to get more videos and engagement.
Once you’ve chosen a trend, add your own spin to it and make sure you also highlight the benefits of using your product as BlendJet did. And if you don’t want to start the entire video creation process from scratch, you can pick up a trends template like the one given below and tweak it for your product.
Pro Tip: If you want to simplify your ad creation process even further with tailor-made templates for every need as well as video editing on demand, sign up to InVideo for business. Get your free demo here.
10. Use Testimonials In Your Ads
Testimonials help build trust and convince prospects to try your products as they’re unbiased and come from people who faced the same pain points as them. So, use testimonials and ratings to sell your products like the Ezreal Arm Wrestling Club (EAC) does.
The overall 5-star rating from a large number of people offers social proof for the brand, and the testimonial directly addresses the hesitancy a prospect may have while purchasing fitness equipment online by mentioning the quality service they got. This combined with the free shipping offer convinces prospects they’ll receive quality for their money and pushes them to take the leap.
To create testimonial ads like the EAC, ask your consumers about the problems they faced, how your product helped eliminate it, and what life looks like without the problem. This will help convey the benefits and help sell your product without coming across as salesy.
Pro-Tip: You can also convert testimonials into a video, which tends to work better in building trust in your audience’s mind and also establishing you as an expert. You can create video testimonials in less than 5 minutes using the testimonial templates on InVideo
11. Make retargeting a priority
70% of website visitors abandon their shopping cart without saving it and the costs of acquiring a new customer is five times more than retaining an old one.
So, retargeting people who have interacted with your content in some way is the most logical thing to do as they are more likely to make a repeat purchase because they already know and trust your brand. Plus, retargeting campaigns give you higher conversion rates and ROI than your other ad campaigns.
Here’s an example of a cool retargeting ad by X Jewellery. They address the reader directly with a question to grab their attention and also offer an incentive (15% off) to buy their product right away so customers won't think much before making a purchase.
To make a cool ad like X Jewellry, open your ad with a hook to grab your audience’s attention and create urgency with an irresistible offer, so your customers are compelled to buy your product without any second thoughts. You can also include product testimonials to increase their trust and reduce their hesitancy towards making a purchase.
12. Collaborate With Influencers
Winning the approval of an influencer on social media is one of the best ways to drive brand awareness and profits as they’ve already built a following who are more likely to be interested in your products and purchase them.
For example, take a look at this collaboration post that Krystal did with Lululemon. She’s not directly endorsing the product but the caption links the product with confidence and feeling great about oneself. So, her followers are more likely to purchase a Lululemon product because they like her and have already associated the products with a positive emotion.
To create Influencer Marketing campaigns that give you great returns, research your target audience and determine your goal first. Then, look for suitable social influencers who have the same values as your brand and start pushing out content.
You can create a simple post like Kristal did or get creative by asking your influencers to do unboxing videos or product reviews to get their followers to buy from you right away. You can also collaborate with multiple influencers at once and turn their posts into a great slideshow video using InVideo.
A lot of the ads and strategies we discussed above, included posting video ads for better reach and conversion. And since video ads are the most daunting out of the lot to take care of, in this section, we’ll show you exactly how you can create stunning eCommerce video ads within minutes using InVideo’s free ad maker
Step 1: Go to InVideo’s free ad maker, click Make A Video, and choose the right aspect ratio to load the editor. For this guide, we’re using a 16:9 aspect ratio.
Step 2: Go to the Templates search bar to find a template for your eCommerce advertisement. Once you’ve found the right template, Click Use This Template to start customizing it.
Step 3: Then, double-click the text on the template to edit it.
Step 4: Next, click Upload, choose Upload Media, and select your product image to upload to the editor. And to replace it in the video, delete the product image and drag the uploaded image on to the editor.
Step 5: Then, go to the Music Tab, select a track of your choice and click Replace music to add your music track to the video.
Step 6: Lastly, click Download and Share, choose your video resolution and click Export to download your video.
It’s difficult to stand out and make a mark in the eCommerce space if you don’t supplement your organic marketing efforts with paid online marketing. And the first step to creating an eCommerce campaign that gives you the desired results is to choose one based on your marketing goals. Once that’s done, all you’ve got to do is choose one of the eCommerce advertising strategies from the list we mentioned above and start creating ads. InVideo for business can help you simplify your ad creation process with templates tailor-made to your marketing needs. Get your free demo here.
If you want more video ideas for your eCommerce brand, check out this article here. And if you prefer learning via videos, you should definitely check out our YouTube channel, where we share daily video creation tips and tricks, the latest video trends and ideas, and help you make more money as a video creator.