As an ecommerce brand, it’s important to understand that potential customers go through different stages before making a purchase.
These stages are commonly referred to as the sales funnel, which includes the awareness stage, consideration stage, and conversion stage.
Each stage requires a different approach to effectively target and engage potential customers.
Here are some strategies to leverage Google Ads to target customers at each stage:
1. Awareness Stage
The awareness stage is the first stage of the sales funnel, where potential customers are becoming aware of your brand. The objective is to get your brand in front of your potential customers and create brand awareness. One effective way to do this is through Google Display Ads.
Google Display Ads are visual ads that appear on various websites and apps that people use. They can be targeted based on demographics, interests, and behaviors.
For example, if you have an ecommerce store that sells outdoor gear, you can create a Display Ad campaign targeting people interested in hiking, camping, and outdoor activities. Your ad creative could showcase your brand and products in action in various outdoor settings.
Another way to create brand awareness is through YouTube Ads. You can create video ads targeting people based on demographics, interests, and behaviors.
For example, if you have an ecommerce store that sells beauty products, you can create a YouTube Ad campaign targeting women interested in skincare and beauty.
2. Consideration Stage
The consideration stage is the second stage of the sales funnel, where potential customers are considering making a purchase. The objective is to provide more information about your products or services and convince potential customers to make a purchase. One effective way to do this is through Google Shopping Ads.
Google Shopping Ads appear at the top of Google search results when people search for a product. They showcase product images, prices, and other details, making it easier for potential customers to compare products and make a purchase.
For example, if you have an ecommerce store that sells clothing, you can create a Shopping Ad campaign targeting people searching for “summer dresses.” Your ad creative could showcase different styles, colors, and sizes of summer dresses, along with their prices.
Another way to target customers in the consideration stage is through Remarketing Ads. Remarketing Ads target people who have previously visited your website or interacted with your brand but haven’t made a purchase yet. You can create remarketing ads targeting people who have abandoned their shopping carts or viewed specific products on your website.
For example, if you have an ecommerce store that sells home decor, you can create a remarketing ad campaign targeting people who have viewed a specific product, such as a rug or a sofa.
3. Conversion Stage
The conversion stage is the final stage of the sales funnel, where potential customers are ready to make a purchase. The objective is to provide incentives to potential customers and encourage them to make a purchase. One effective way to do this is through Google Search Ads.
Google Search Ads appear at the top of Google search results when people search for a product or service. They can be targeted based on keywords and search intent.
For example, if you have an ecommerce store that sells tech gadgets, you can create a Search Ad campaign targeting people searching for “wireless earbuds.” Your ad creative could showcase a limited-time offer or a discount code to incentivize potential customers to make a purchase.
Another way to target customers in the conversion stage is through Display Retargeting Ads. Display Retargeting Ads target people who have previously visited your website or interacted with your brand and are ready to make a purchase. These ads can be shown on various websites and apps that people use.
For example, if you have an ecommerce store that sells sports equipment, you can create a Display Retargeting Ad campaign targeting people who have viewed specific products on your website, such as basketball shoes or running gear. Your ad creative could showcase a limited-time offer or free shipping to encourage them to make a purchase.
