Optimizing Paid Ads for Online Sales – A Story Showcasing Our Expertise In Paid Ads

In India, not every firm has gone digital yet. Many companies have only considered working with a digital marketing agency to launch their digital marketing efforts by establishing a presence on digital media channels. By optimizing online paid ads, businesses can outperform traditional marketing tactics in terms of effectiveness at boosting sales across all digital marketing strategies. Finding weaknesses in digital marketing techniques was a difficult task given to us by one of our reputable clients, and we assisted her in attracting a large number of new clients. You can get assistance from our team with your company’s digital marketing plan as well. Before you decide to use digital marketing and enlist our team’s assistance, let’s hear a true story in which Atlas played a significant role.

One of the top apparel online store owners whose name is  Lindsey (name changed) reached out to us with her concerns. She believed that her digital marketing campaigns were not generating optimum returns on investment. Lindsey wanted to hire a digital marketing agency to first identify the leakages in her Current advertisement campaign and also expected that the digital marketing team convinces her that paid advertisements do generate a spike in sales. We have decided to help her out with various digital marketing campaigns. The task was challenging as we had to closely monitor their existing ad groups, and campaign strategy so that we can evaluate each ad that was running and share insights about why sales is not increasing as much as it should. “There was a clear risk we were taking because we knew once we identify the loopholes in ad campaigns, Atlas Team would have to be accountable to prove it right by running a powerful campaign that generates a noticeable return on investment,” recalls Royson, who had the pre-sales call with Lindsey.

Our Analysis of Lindsey’s Ad campaigns:

We took a weekend to pull up all the reports of the last 6 months of paid ad campaigns that were carried out. We sliced and diced it to derive statistical conclusions that could help us achieve our digital marketing objectives. We were shocked by knowing about the level of money being spent on ad campaigns with less than 2x return. Our further analysis of digital marketing campaigns for online sales of Lindsey’s Business made us believe that the ads were running to spend the maximum budget as the commission of the previous digital marketing agency was dependent on the amount of money spent on advertisements. Most of the time,  digital marketing agencies do not reveal that with less budget we can grab the attention of the customers more than anything else and that it requires the right strategy and not a high amount of money for the right kind of online advertisements. Our team while they were analyzing paid ads evaluated seven parameters of digital marketing campaigns and out of all the parameters, four of them were not according to the optimized paid ads strategy. A few of the parameters analyzed included choosing the right keywords, filtering the traffic, remarketing, and abandoning cart targeting. Lindsey was shocked and speechless by knowing the detailed analysis of the previous digital marketing strategy provided by our team. She asked us if we can rewrite her brand’s campaigns and gave us 15 days as a trial.

What is our objective in optimizing online paid ads?

1. Drive the right traffic to you

• Not all traffic is potential. Just like window shopping in retail stores, most of the traffic online is just browsing. Identifying the right traffic and driving them to your website will reduce the loss of budget amount as well as increase the chances of driving sales.
• For instance, you have an online apparel store and the majority of your traffic is people who are interested in buying mobile phones who have just visited your website for browsing. Such people will not buy any product from your website. So, you need the majority of your traffic which is looking for buying clothes and this would be the right traffic for your online apparel store.

2. Generate quality leads to increase sales

• Reaching out to the right audience is the first step to preventing the leakage of money spent on marketing. Once this is achieved, the next objective is to drum in as many leads or sales as possible with the paid ads that are running. Optimizing ad campaigns for the right keywords, regions, and time zone matter a lot along with gender, age group, and other demographic segmentation.
• FOMO is a fantastic tactic to drive more sales by generating the right leads. FOMO means fear of missing out. This is a strategy in which different urgency tactics are implemented. Phrases like “sale ends in 24 hours” or “free X only until Y” are used by companies to increase the sales of a particular product through online channels of marketing.
• FOMO can be used on landing pages of products or services which would further increase the engagement on a particular ad. 

3. Pay per click or impression

• The objective here is to measure the clicks being made on your advertisement and perform statistical analysis to strategize your campaign for higher ROI. This is possible through the reports generated from your paid ads dashboard.
• If you are looking forward to increasing sales through PPC Ads, then you must keep in mind that a few of the important parameters shall be proper in your website. 
• Parameters like a secure website, the right choice of keywords for an ad, focusing on multiple channels, creating the right FOMO strategy, Etc are a few of the important parameters for PPC ads strategy.

Our Approach to optimizing online paid ad campaigns for Lindsey’s store

An online apparel store shall run optimized ad campaigns so that number of quality leads and consequently sales increase. We have listed some parameters which would be considered through our approach for optimized ad campaigns for Lindsey’s Store.

1. Create Multi-Channel Advertising Campaigns
2. Track your Campaigns and make real time adjustments according to the Insights
3. Create an Ad Strategy Considering Your Buyer’s Journey
4. Do Multi-Media Planning for Your Ad Campaigns
5. Make a Centralized Product Catalogue for Use in Your Ad Campaigns

1. Create Multi-Channel Ad Campaigns

• Nowadays, on a variety of Digital media platforms, consumers can communicate with brands. This means that individuals can begin their buying journey of a specific product on one platform, continue to search for that product on another platform, and then end up buying from a completely different online media platform.
• Brands must optimize ads by developing multi-channel campaigns to raise their chances of conversion and closing a deal.

The top 4 Benefits of Creating Multi-Channel Advertising Campaigns are,

• Time and money are saved by using different platforms. 
• It helps in gaining the audience’s attention easily and allows you to reach a wider audience
• It helps in providing a smooth experience for customers when they switch between channels.
• It allows you to create a cohesive brand story across different Digital media channels.

2. Track your campaigns and make real-time adjustments according to the Insights

• You require benchmarks to optimize your advertising strategies. The performance of your campaign has to be tracked and measured, in addition to other things. 
• You can get real-time insights by tracking key performance indicators by using several tools.

A few of the most used key performance indicators for tracking a particular ad are given below,

• How keywords are performing?: Brands may rapidly alter your target keywords if you see that they aren’t bringing in relevant traffic.
• How does each channel perform?: This is one of the most essential aspects of optimizing your ad campaign. Tools like Google Attribution and Adobe Analytics can help you in analyzing this aspect of your business ad strategy.
• How your audience behaves and engages?: You can analyze audience behavior by using tools like Crazy Egg. You may learn which media types increase engagement and conversions by A/B testing campaigns with various media and content kinds.

3. Create an Ad Strategy Considering Your Buyer’s Journey

• Brand-centric ad campaigns aren’t as effective as ad campaigns focused on the clients. 
• To create ad campaigns considering the buyer’s journey, you need to understand the stages of the buyer’s journey that are given below,

Three stages of a buyer’s journey are, 

• Awareness Stage: Awareness of the problem your product or service solves happens in this first stage. Make customized advertising materials that recognize the solution the product offers. As your audience scrolls through information on the platforms you are advertising on, visually appealing content is also beneficial in this situation.
• Consideration Stage: For this stage, advertisements that show you can resolve an issue for your target demographic are most effective. You may also employ retargeting advertising to interact with viewers of your earlier advertisements or content.
• Decision Stage: Your prospect is deciding which supplier is most suited to solve their problem at this point in the buying process. You must produce material that encourages clients to make wise choices.

4. Do Multi-Media Planning for Your Ad Campaigns

• Multi-media means using various digital media platforms like Instagram, Twitter, Facebook, Linked In, Pinterest, etc simultaneously to increase the reach of the brand.
• Our team at atlas gave a perfect social media strategy for paid ads for the online apparel store of Lindsey which made her realize that she was missing out on a lot.
• To guarantee a compelling and successful consumer experience, you may occasionally wish to utilize several Digital media platforms for a single ad campaign. 
• Your engagement and conversion rates will suffer if your consumers become perplexed as a result of your media assets being inconsistent across platforms. A solid media planning approach is required.
• Making the wrong decisions during multi-media planning might have a detrimental effect on the effectiveness of your advertising campaign.

5. Make a Centralized Product Catalogue for Use in Your Ad Campaigns

• Product marketing managers can develop and map new product offers using the centralized product catalog, which contains all commercial product information. These items can then be used in commercials.
• A centralized product catalog makes it simpler to see and select the products you wish to highlight in your advertising efforts. You can simply match product photos to the most appropriate platforms, which is very useful when executing multi-channel campaigns. 
• You can quickly configure and display product prices in a centralized product catalog, and you can utilize that information in your advertising efforts.
• When you decide to update product-specific components of your marketing campaigns, you would be constrained by ineffective and wasteful methods that waste time and money if you do not have a centralized product catalog.

Optimizing online paid Ads for online sales is crucial as it helps in increasing ROAS (Return On Ads Spent). For the widest possible audience reach, make sure your advertisements follow best practices. Despite the fierce competition in today’s business environment, you may still outperform your rivals and attract enough customers who will spend money to purchase your products by optimizing your marketing campaigns. 

Digital marketing appears simple, but there are many factors to consider because it involves choosing the correct keywords and digital channels to boost sales. Atlas offered Lindsey’s online clothing store the best paid advertising services, and thanks to our team’s expertise in digital marketing, Lindsey was able to attract a sizable number of devoted customers. Atlas has a digital marketing team that can assist you in boosting brand recognition for your company and producing quality leads.