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It’s always a hot topic. The e-commerce client has a limited advertising budget and wants the best bang for their buck. Where do you turn to for paid marketing campaigns? Today, we’re going to look at two primary channels, Google Shopping vs social media channels (Facebook & Instagram).
After analyzing most businesses, I’ve always found that one of these two channels will be most profitable and rarely does a business fit into both. Why? In the simplest form, one is focused around intent, one is reactionary.
Google Shopping and Google PPC ads typically involve intent. Meaning, the user visiting Google and searching for a product is not likely browsing without reason. They have an intent or at least a want to purchase.
I remember reading an article a while back that discussed why most e-commerce marketing campaigns failed. It was not because they were not targeting the correct audience or that the e-commerce store had a bad user experience or anything like that. It was because the marketer did not take mindset into consideration. Mindset is the most important aspect to consider when creating a marketing campaign. A mindset of an intent to purchase will obviously be far more successful.
Facebook marketing is reactionary. Meaning, a customer does not typically go to Facebook saying, “I need a new pair of sandals”. However, if the correct ad appears offering a proper reason to purchase (such as a discount), a Facebook user will often react with a purchase. Simply targeting users who like the beach and typically buy sandals will likely not be a successful campaign. Even though you are targeting the correct audience, you haven’t established a shopping mindset and you are not giving them a reason to react. They likely do not have to have a new pair of sandals at this time, you have to convert them into the mindset.
What Marketing Channel Is Best?
The marketing channel selected should depend on the type of e-commerce store you run as well as what you are advertising. If you run a discount online store then it’s possible that Facebook would work at creating reactionary purchases. If you’re running a one-time sale, Facebook could also be a great medium for raking in top conversions. If you are a typical e-commerce store and looking to advertise your general inventory, Google Shopping is likely your best candidate as the mindset has already been established.
In conclusion, always think about mindset when creating a paid marketing campaign. Don’t think just because you are targeting the proper audience that it will be a successful campaign. Mindset produces conversions.
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