But as a DTC brand you don't just need to get people to your website – you need to get them to your website and then persuade them to buy. The difficult part is to find the right traffic and get them to find a product that they desire and then buy it.
Many individuals are already comparing different face serum brands and costs, running shoes, clothes and home décor. With Google Ads, you can engage these shoppers before they're ready to purchase.
Why Google Ads Can Work For DTC Brands
When they are already seeking out products, Google Ads can assist get shoppers to those websites.
For example, someone that types in "buy organic face serum online" will undoubtedly have a higher purchase intent than someone that sees a beauty product ad when scrolling their social media.
Start With Products People Actually Want
As a store owner, it might be all too easy to want to promote every product you have available for sale, however, not all promotions are good for the wallet.
Start with products that are in demand and have a good selling potential. Look at previous sales, reviews, profit margins, trends in inventory and search.
Sometimes, a fashion brand sale may work better in certain categories than others or a beauty brand may be selling a product that finds a loyal customer base.
Target Searches With Buying Intent
Not all people looking for something on Google are ready to buy.
Let's say you typed in "best running shoes" into the search bar, you may still be scouring the options. If a person searches for “buy running shoes online India” then he is almost in the process of making a purchase.
Target search terms which are relevant to your products and how your users search. Review and monitor where the ads show up and add the negative keywords if any are showing up where they shouldn't be.
This can help to reduce your budget being spent on clicks that aren't going to convert to sales.
Write Ads That Give People A Reason To Click
Your ad is likely to be the first thing that a potential customer sees so make it clear and relevant.
Describe something that is significant such as a benefit of the product, offer, free shipping, or new collection.
Use a focussed brand message rather than a generic one if someone is looking for a particular product.
Just make sure that the ad closely matches up the landing page. If someone clicks on an advert for a product, or on an offer, then he or she should be led to the same product or offer.
Send Shoppers To The Right Product Page
When you have all your visitors going towards the home page, it can be harder to shop.
If they are interested in a specific product, but have to hunt it down, then they are going to leave the door.
As much as possible, direct shoppers to the product or category page.
Price, images, benefits, review, delivery and purchase option should be clearly visible on the page. They're more likely to turn into customers with a straightforward shopping journey.
Focus On Sales, Not Just Clicks
There are lots of visitors and not any revenue generated from a campaign.
Wait for the click and then check the results. Anyone doing any shopping in their virtual shopping cart? Are they buying something? What products are profitable for the company? What cost you are getting for every sale?
Through tracking purchases and income, you'll have a better idea about the performance of your campaign.
If a campaign has lower click through but still makes a profit it is a better campaign than a campaign that brings thousands of visitors in that does not make a profit.
Make Sure Your Website Is Ready
Google Ads are a way to get customers to your website, but they can't make experience great.
Once you've checked your website's ability to work on mobile, the performance of product pages, the clarity of information and the simplicity of checkout before you extend your budget, be sure you've done it right.
When you add reviews, shipping/return policy and secure payment options, and a contact form to an easy-to-digest format, it helps calm the nerves of new visitors to your site.
Bring Back People Who Did Not Buy
Not everyone you draw to your site is going to make a purchase upon arrival.
A person can come across a merchandise, compare it to another brand and then add it to their shopping cart and proceed.
Some of these visitors can be attracted back with remarketing. A person who has seen a product but not purchased it can subsequently receive an ad showing that product or a similar offer.
Keep Improving Your Campaigns
Google Ads requires constant upkeep. What is working today may not work the same in the future.
Analyze products, searches, ads, and audience that are driving sales. When an investment keeps costing money and doesn't make money, change it.
If the campaign is making money, it may be worthwhile to consider raising the amount of money you spend over time.
Common Google Ads Mistakes DTC Brands Should Avoid
These errors include targeting too general of keywords, catching all traffic on the homepage, missing out on negative keywords, tracking clicks and not tracking purchases.
Check for sufficient stock, profit and product pages that are well formatted to convert visitors to the products they're advertising.
Conclusion
When the DTC brands target specific audience in the Indian market, Google Ads can prove helpful.
But, the increase of traffic is not the end goal. The bottom line is that the buyers who are interested are the ones you're reaching out to, you should be giving them a reason to click, the purchase process should be easy and hassle-free for them and you should know which campaigns are effective in driving sales.
Ready To Drive More Online Sales?
Businesses can leverage paid ads services offered by GliscoLab to help them create, enhance and optimize their paid ads campaigns so that they reach the right people and deliver the best results.
Google Ads and SEO, content marketing, and website optimization can be an effective strategy for DTC and e-commerce brands to use to draw in and convert shoppers.