Using Digital Advertising to Drive Traffic to Your E-Commerce Site

Person purchasing from E-Commerce site thanks to digital advertising efforts

Let’s face it: as an e-commerce retailer, one of your top priorities is making sales, right? Well, a big part of making those sales goals is getting traffic (and the right kind of traffic) to your e-commerce website.

Digital advertising is a multifaceted and powerful tool that can help you achieve your sales, marketing, and branding goals. There are many different types of digital advertising strategies and what works for one business may not work for another. Fortunately, with the right digital marketing experts in your corner, you can easily drive traffic and revenue with smart digital advertising campaigns.

Still not sure where to start? Here are some key pointers.

Don’t Rely Too Heavily on One Type of Traffic

When you hear us talk about “driving traffic” to your e-commerce website, it’s important to remember that there is more than one type of traffic, and relying on just one traffic source could land you in hot water.

There are four primary traffic sources (in other words, how visitors will find your website online). They are:

  • Direct traffic – People typing your brand name or URL directly into the search bar
  • Search traffic – (also referred to as organic traffic) People using Google, Yahoo!, Bing, etc. to search keywords related to your business
  • Referral traffic – People who find your website through external links placed on other websites
  • Social traffic – People who find you or your products through social media platforms like Facebook, Instagram, YouTube and Pinterest

It’s very important to remember that all types of traffic are valuable and placing all your eggs in one basket is a great way to waste a lot of money. You’ll want to carefully explore and invest in each type of traffic as you find what works for your company.

Product Listing Ads and Display Advertising

If you’re looking to drive traffic with digital advertising, Product Listing Ads (PLAs) and display ads are excellent tools that can ultimately increase your bottom line. PLAs give you the ability to target specific products at the stage when the buyer is ready to make a decision. According to SEMRush, these types of digital advertisements account for 43 percent of all retail ad clicks and 70 percent of non-branded clicks.*

Display ads are another great option, as they allow you target a wider audience and build brand awareness. One of the biggest perks? You also don’t have to have a huge budget for these types of ads to be successful and bring in revenue.

If you’re in a highly competitive industry, Pay Per Click (PPC) ads may cost you quite a bit, as the price of keywords varies by demand, but depending on your situation, it may still be a good option as well.

The Power of Social Media

Social media still harnesses a lot of power in the world of digital advertising. Instagram, for example, is a great way to drive e-commerce traffic, and you can do so just by growing your account. Following other users, regularly posting new and fresh content, engaging with your competitors’ top followers, and commenting on popular posts in your industry are all great ways to grow your following on Instagram.

Focus on Quality, Not Quantity

When it comes to digital advertising and traffic, it’s important to remember that quantity is not everything. Sure, you may have a million website visitors each month (which is a heck of a lot!) but if these visitors are not what we like to call “qualified traffic,” you might as well have zero.

Qualified traffic is visitors that are actively searching for your product or service and are ready to make a decision, whether it’s purchasing your product or filling out a form for a quote. These are the types of visitors you want to drive to your e-commerce website.

Let Jumpsix Guide You on Your Digital Advertising Journey

At Jumpsix Marketing, our digital advertising experts are waiting and ready to help you drive traffic to your website and increase conversions. We have the expertise, skills, and ability to create successful advertising campaigns that produce desirable results and a return on your investment.

Contact Jumpsix Marketing today to learn more about our digital advertising services or to schedule a meeting with a sales representative.

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