Advertising is all about delivering the right ad to the right audience at the right time using the right platforms. However, many times it happens that ads don’t reach the right audience at the right time. This not only results in ruining the desired results but also lead to improper targeting of people who aren’t the right audience. So, to avoid such advertising mistakes, each advertiser must take note of these most common e-Commerce mistakes and take measures to correct them.
- Slow-Loading Website
A slow loading would affect the conversion rates drastically. Imagine someone actually clicked on the link to buy your product and/or service and then the landing page takes forever to load. So the visitor gets frustrated and leaves. This is one of the most common yet repeatedly occurring mistakes. Most of the advertisers don’t realize the importance of a faster-loading landing page. This could have a drastic impact on their ad conversions. Most of the customers don’t wait more than 2 seconds for a page to load. Google also stated in their research that when the website loads quickly, it reduces the chances of people bouncing away.
- Not focusing enough on the product description
This is the most under-valued concept. Not everyone is convinced of shopping even till date. The only way to convince the audience is through images and words. Uninteresting images and words are one of the e-Commerce mistakes that each advertiser should avoid. The words and images of the ad must be so captivating that the prospective customers not only get an idea of what the products are all about but also be convinced that they are missing out on it if they aren’t buying it. You have to help them and communicate the experience you deliver with any of your products explicitly.
- Not giving Google Shopping option
A lot of e-Commerce brands don’t realize the importance of Google Shopping when running ads for their products. This is an easier, one-click option wherein the prospective customer would get the details of your products in an organized format which is preferred by the search engine. It makes the entire process of searching, selecting, and buying a product a lot easier. This is a major advantage for the advertisers as they only have to pay for clicks that are on the verge of converting. This is an economical and money-saving technique.
Google Shopping catalog appears alongside the Google search results whenever the search engine detects a shopping match. However, the location of these ads is predetermined. It is in a special shopping box either on the top or on the side. These ads improve the performance of your ad.
- Repeatedly Showing the Same Ads
How many times have you been annoyed because you kept seeing the same product over your entire digital space? Be it on your feed on Facebook, an ad on YouTube or when you’re reading some content on a website! This is another mistake that most of the advertisers end up doing: showing the same product over and over again without any changes in the price. Somehow it is important to understand that an ad must be popped to notify something new. It could be about a drop in the price or some offer or feature.
However, there are ways that advertisers could follow to prevent and overcome ad fatigue.
The ways are:
- Reduce ad frequency.
- Use the process of creating ad campaigns with multiple ad variations. It could involve creating ads with different background colors, different ad copies, different layout, different images, etc. It must be done to evoke interest and to break the monotony.
- The advertisers must rotate these ads every few days.
- Also, ads must be scheduled to run on different days instead of running them running all the time.
- Change the offers and throw sale options after some time. This makes the product and brand more appealing to the target audience.
- Test the performance of different offers to find out which ones work the best. Also, you can use second and third-best alternatives in future campaigns.
- Rotate your target groups every few days. As per this technique, an advertiser must divide the current target audience into smaller sections based on shared interests and characteristics. And then each of those targeted groups must be shown the ads on regular intervals and not every day. This cuts down the cost and reduces monotony as well.
- Regularly update the data related to the targeted audience. You should exclude people who have already interacted with your ads.
- Make sure that the product images are clear and load fast. Ensure that even the large and attractive images optimized at small file sizes.
- Also, the content of the page is crisp, short, and engaging. Boring lengthy monotonous wouldn’t interest anyone.
Making mistakes is common but learning and improving yourself is the bigger task at hand. Each advertiser must understand that a remarkable product page involves a lot of moving parts, but focusing on these three fundamental elements – visuals, copy, and reviews. Make sure each of these departments is exceptionally well on your page.
