Ecommerce Ebook EN V2 (2) - Flipbook - Page 32
USE PAID ADVERTISING
One of the most common ways to acquire new customers is through advertising on social media and
search engines. The reason many ecommerce brands turn to Facebook, Google and other platforms to
run ads is because they provide extensive measurement tools that allow you to optimize your ads and
get the most out of your budget.
Facebook Ads and Google Ads are among the biggest providers for paid traffic. Deciding on which ones
to use depends entirely on who your customers are and where they spend their time online.
Platforms typically charge for user impressions (how many times your ad is seen), using a metric called CPMs (cost per one thousand
impressions). By using targeting parameters, you can zoom in on prospective customers and acquire them through paid ads.
ADVANTAGES
POTENTIAL PITFALLS
TIPS
• Fast growth: Your business is guaranteed
to get extensive exposure, and with the
right strategy and optimization techniques,
you can quickly and effectively increase
your budget to acquire customers rapidly.
• Expensive: CPM costs of popular online
ad platforms are rising year-over-year, due
to algorithm changes and competition. To
make your efforts worthwhile, you may
need to work on improving your website
conversion rate, customer retention,
and average order value to offset the
rising costs of advertising.
• Test different creative variations,
audiences, and overall strategy to
maximize profitability.
• Targeting abilities: you’ll enjoy the ability
to choose who your ads are shown to.
With Facebook Ads, for example, you
can use Interest and Behavior targeting
to reach practically any unique niche
relevant to your brand.
•B
uild an archive of photos, videos, and
copies that can successfully introduce
new people to your product, and convert
them into paying customers.
POPULAR CUSTOMER ACQUISITION STRATEGIES
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