E- Commerce Advertising

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Hello everyone. Welcome once again to this special training

program of Learn Vern, where we are learning “How to sell effectively on E-Commerce?”

Well, friends, today’s topic is “understanding e-commerce advertising”. Until now friends, we have created our store and listed the products on various platforms.

Now, in this training program, we will learn how to advertise our products.

So, come friends, let’s begin.

Well, I hope you remember as we previously saw that platforms are categorized into 3 parts. “Self-hosted platform, hosted platform and online marketplace”.

“Amazon” is one such online marketplace that we took as an example earlier.

“Amazon” is also the best e-commerce platform in the entire online marketplace. We already explored all about it in this program in the form of an example.

Then, in “hosted platform”, we took an example of “Shopify”. The main purpose behind taking this example was so that you get practical knowledge of how you can create your store and add products and you have already learned that.

Now we are going to step up. Yes, now, we are going to take a step ahead and focus more on the advanced part in which we are going to learn new ways of targeting a new audience with the help of these platforms.

Yes, friends. We are going to see how we can attract the audience that are currently selecting our competitors.

So, guys, how is it done?

We are going to know that through this short session, let’s see how it can be done.

Now, friends. Before jumping into advertising, you must first understand what E-commerce advertising is? How does E-commerce advertising work? (Correct?)

Look, guys, e-commerce advertising can be done in 2 ways. You can either do “offline advertising” or “online advertisement”.

Come, let’s understand this better with the help of an example.

I am sure you might have seen a lot of e-commerce ads in any local newspaper. Yes, there is no doubt about that.

Remember, whenever amazon hosts a great Indian festival and provides festive offers, they always advertise it appealingly in all the newspapers.

You might have seen and experienced various e-commerce ads from amazon, and Flipkart on the front or back page of the newspaper.

Guys, this is an example of offline advertising where you market any e-commerce platform through offline mode.

But friends, let me tell you this. you have to consider that this is going to require a heavy budget. (repeat) Because investing in newspaper ads is not a trivial matter.

If you have a good budget, you can easily reach a much larger audience.

The number 1 e-commerce platform is amazon. And they advertise so that they can increase the traffic on their e-commerce platform through new audiences.

But, if you are just starting, then online advertising is suitable and good for you.

Friends, I would like to show you one more example of offline ads. That is radio ads. Yes, on-air radio ads. I am sure you might have heard FM the radio while driving your car or in a taxi or while traveling. You have heard the ads on the radio, right?

There are many e-commerce platforms like Amazon, Flipkart, Myntra, and many others that market their platform through advertising on the radio.

Why do they do that? Because they want to reach a much larger audience. And this requires a good amount of investment.

There is one more source for “offline advertising” which is “TV commercials”. Yes, the TV commercial is the oldest method of advertising. 

I am sure you all might have experienced this while watching your favorite show or a movie suddenly various ads are displayed for various products and many e-commerce ads are also shown.

I am sure you have seen at least one ad on your television of any e-commerce platform from Amazon, Flipkart, or Myntra.

All of these advertisements are known as offline advertisements.

Now, let’s talk about online ads.

So, what are online ads? Have you noticed that whenever you scroll through any of your social media platforms, you might have seen a pop-up of various sponsored ads? That is what we call online advertising. Online advertisements are comparatively pocket friendly and affordable.

Hence, you and many other common people can easily run ads online.

We will also have a look at how to advertise practically later on. I am sure you have experienced this. And this is included in one of the types of ads in online advertisements.

There is one other type of online ad. Whenever you open any website, you might see a display ad. You might have noticed it on the right-hand side, left-hand side, or the top or bottom of the page. This is also considered an online ad.

Whenever you type anything on google, earlier the ads were displayed in yellow color, then it changed to green and now it is seen as “Ads” in black color.

If you want to experience this, just go to google and search for anything that you wish to buy, you will notice some “sponsored ads” like this. This is also an online ad.

The whole meaning of online is the internet. Right?

So, any marketing that is done through the internet is said as online ads or digital marketing.

Earlier, offline advertisements were more famous because the maximum population was there. But, now, the scenario has changed as the maximum population has started using the internet.

And therefore, maximum ads are displayed in the online world.

Well, friends, I would like to show an example of an online advertisement too.

So, the best example is “E-commerce ads on amazon”. Well, yes, you can advertise on amazon too. If you have the amazon seller central account, then, Amazon is giving you an opportunity to run your first campaign by gifting you a credit of 2000 rupees.

So, run your first campaign and earn 2000 credits from amazon. Yes 2000 credits!

Use the entire credit to run an ad and as a result, you will notice if it is benefiting you or not. No need to worry if your amazon credit is spent entirely. A wallet is created for you in the amazon seller central account where you can store the money that you have earned. And by using your wallet money, you can continue to create more advertisements.

So, let’s try to understand this practically.

Let’s move on to our amazon seller central account. As soon as you enter this screen, you have to go to options on the left-hand side that is indicated by 3 horizontal stripes and click on “advertising” and in advertising, click on “campaign manager”.

As soon as you click on this, a window of amazon ads will open. Look, “amazon ads”.

You are redirected to a new page of amazon where you can advertise through amazon. Now, how to run a campaign? Let’s understand this step by step.

You have to click on “create campaign” here. a new window will open where you have to select your campaign type. “Choose your campaign type”.

The first type is the “sponsored products” ad. Well, yes, we will run a sponsored product ad only so that whenever anyone searches anything related to your product on amazon then your product is promoted with the related keywords or with similar products on amazon. 

So, this is the first option that I have. This is my first objective. I can click on continue and proceed.

But, if you want to run a campaign with “sponsored brands or sponsored display”, then you have to register your brand first on amazon and once you get your brand registered and get a product ID, you can go with sponsored brands or sponsored display type of ads where you will get a placement to display your ad on amazon’s page itself. (Clear?)

For now, let’s run a sponsored product campaign. So, I will click on “continue” here. A setting screen will open where you have to provide all the details for creating a campaign.

For instance, the “campaign name”. Now, the campaign name is important because you will create multiple campaigns. Let’s say you create 1000 campaigns, the only way to differentiate those campaigns is by their names.

So, here I have changed the campaign name just for the sake of an example. Then, you have to enter a start date and an end date. So, I have added this start date for now.

Then you have to enter a “daily budget” which means how much would you like to spend per day? For example, we are going to keep 500.

Now, here you can see “targeting”. Do you want to select the “automatic targeting” or the “manual targeting”?

If you go for “manual targeting” then, you have to “choose keywords” so that when a person searches for anything similar, your product is also displayed. See, for instance, if someone searches for a mobile, then my product is not shown but if someone searches for “die cutting rule”, then my product will display.

So, I will recommend you, it is best if you choose “automatic targeting” instead because “Amazon will automatically target keywords and products that are similar to the product in your ad”. They will match your product with similar products and trust me, you will get quite good results.

Hence, “Automatic targeting” is the best. (Understood why?)

Then, “Bidding strategy”. Look, let me first explain, what is “bidding strategy?”

The first bidding strategy is “Dynamic bids- which means down only”.

Amazon tries As much as your budget can be lower in real time access, real time converting sales, amazon tries to lower your bids in real-time when your ad is less likely to convert into sales. (Clear?)

It tries to give you ROI. who? amazon.

Then the second one is “dynamic bids-up and down”.

This means that Amazon will raise your bid to 100% when the chances of sales are more and lower it when the chances are less. Then if you don’t want your bids to fluctuate but it should remain fixed, then you can use “fixed bids” here.

What is meant by “bids”, friends? So, it means that basically when your product is displayed and you get a click, you are bidding for that. In other words, let’s say one person looks at your product and clicks once, you are paying for that one click or bid based on what you are charged. (I hope you are following)

So, guys, the bidding strategy that is most highly recommended is “Dynamic bids”. Yes, “we will lower your bids in real-time when your ad may be less likely to convert to a sale”.

So, I am selecting the dynamic bid as it is the most commonly used “campaign bidding strategy”.

Now, friends, let's move forward. “Create an ad group”. What is an ad group? Suppose you have 2 different categories of products; one is men’s shoes and another is women’s shoes. Now, let’s say you want to create an advertisement only for women's shoes for which you will have to create a different group. Or, if you want to run an advertisement only for men’s shoes, you have to create a group with that specific target.

So, we will also create an ad group and add a few specific products that we want to showcase. For now, we are going to type the group name as “die cutting group” as that is our product name.

So, here I am going to add this “cutting and creasing blade” product. As we add the products, it shifts here on the right-hand side. Right now, this product is out of stock but we are going to restock this product very soon. (Clear?)

Now, as you scroll down, you can see “automatic targeting” here. What is “automatic targeting?”

Well, “automatic targeting uses keywords and products to help your ads appear in search and detail pages”. Yes, detailed pages. So, Amazon will automatically target keywords that are related to your products and display your ad to the right target audience

You might have seen many times when you enter keywords to search for your product .

Here, you can “set default bid”. And down below a suggested bid is also shown to you. You have to click on it. I am recommending you to always select the suggested bid. Amazon suggests the bid based on the profits that both you and amazon can earn. So, the suggested bid is “33.66”. Hence, I am going to set this as a default bid.

Then when you scroll down further, you can see “negative keyword targeting” and “negative product targeting”. This is optional. If you are a first-time user, then skip this. If not, then I would still like to tell you what is “negative keyword targeting?”

Suppose let’s say a user is searching for something that is not related to your product, but your product is shown anyway. Now, it is shown because of any particular word, right? For instance, our product is cutting blades, right? But we don’t sell blades, we sell die-cutting rules. Hence, cutting blades, knives etcetera falls under a different category than what we sell. However, my client sells die-cutting rules. So, sometimes a customer might search for a different thing, but your product still appears even when it’s not related.

To avoid such situations, you will have to mention all the negative keywords here. Yes, these are the keywords for which I don’t want my product to appear. Amazon will strictly obey that and your product will never appear there. (Understood?) So, negative keyword targeting can be used in such cases.

Then, negative product targeting. So, sometimes, your ad may be shown under some specific product that does not relate to your product at all.

At that time, you can use this weapon. (laugh and say yes, a weapon!) This is a very advanced tool but at the same time, it is optional. So, skip this for now. You don’t need this now. But yes, when you analyze the results and run multiple ads at once, at the time you will realize that yes, I should avoid this and that. Okay.

Now, friends, it’s time to launch the campaign. So, I am going to click on “launch campaign”. You will see this screen.

Yes, “Congratulations, your campaign is launched successfully”. Now, we will go to the “campaign manager” after reviewing all the information that we provided for our campaign.

Friends, I want to give you a tip here. Make sure to run your ad for at least 4 to 5 days. After running the ad for 4 to 5 days, you have to go to the campaign where you can get all the analysis of how much have you spent? What is the total sales? Then how much is the ROAS that is the return on ads sales? How many impressions have you got? How many products are sold so far? What are the total orders? You can get the complete analysis in Amazon's campaign manager.

I would like to show you one more thing here which is “administration”. Look, it is on the left-hand side. As you click on it, here you can know all about “billing and payment”. Don’t worry friends. If you are running an ad for the first time, then you can see here on the right-hand side. Amazon has given me a 2000 rupees credit. But there is an expiry date to use that. So, you have to use the credit before the expiry period. 

And later on, when I want to run an ad, I can use the wallet money that is credited to my amazon wallet for selling my product. The charges will be deducted automatically from your wallet.

So, no need to worry about the payment at all. Just focus on advertising as you will get more sales while you keep advertising. So, when anyone searches for a product related to yours, for example, let’s say your product is mobile, so, when I type mobile here, your ad can be shown here as sponsored ads like this. Look, your ad can also appear here.

Look, the first two are the sponsored ads, then this is organic. In short, your ad can also appear here on top. (Interesting, right?)

So, friends, we learned everything practically with the help of amazon ads, how we can also grow our business by advertising and take it to a higher level. We can reach a larger target audience and we can also reach the untapped market by just advertising on amazon.

I am going to give you one more example here which is e-commerce ads on Shopify.

Yes friends, when you go to Shopify, on the left-hand side you can notice the sales channel which has the option of Google and Facebook.

So, Shopify is a hosted platform and your own venture. Hence, to advertise you have to use Facebook or Google.

Detailed information on running ads on Facebook and Google is provided in our different course which is digital marketing where they give you an in-depth understanding of Facebook and google along with their features.

Right now, the number 1 platform for all kinds of advertisement is Facebook and Google.

If you also want to increase your sales through Facebook and Google, you must know how to use them first. When you run ads through Facebook and Google, trust me, friends, you will reach an entirely new target audience and increase your sales at a whole another level. The “return on investment” is very high in online advertisements. Yes, online advertising to reach several numbers of the target audience.

Now, look friends. I know that e-commerce advertising and advanced e-commerce are very much advanced but I tried my best to make this training as simple as possible for you to understand.

But still, if you have any queries or comments, click the discussion button below the video and post there. This way, you will be able to connect to fellow learners and discuss the course. Also, Our Team will try to solve your query.

So, See you there with the next topic at the next session.

Thank you very much.

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