Now that most businesses operate online, the competition has increased exponentially in many industries.
It’s becoming harder to increase revenue without employing advanced eCommerce marketing strategies. When running paid ads, it’s getting more expensive to acquire new customers, and successful ads require more planning than ever before.
Although an increase in competition doesn’t mean you can’t be successful. It just means you need to work a little harder to get results. The good news is you can start driving more sales by using the following 9 simple and effective eCommerce marketing strategies.
Remarketing, also called retargeting, is a PPC ad strategy that can go deep. This is a strategy that anyone can employ, with any level of experience, but there is no limit to how detailed you can get.
Retargeting is when you run PPC ads that specifically target only users who have previously interacted with your brand, either by visiting your website or clicking on your ads. Since 92% of first-time visitors don’t intend to buy, you can influence them into making a purchase by showing them more ads. This keeps them in your marketing funnel even when you don’t know who they are; you don’t need their email address to nurture them.
The statistics vary between organizations, but generally speaking, a solid remarketing campaign can boost conversions by around 50%. Those are not small potatoes!
When people see your ads more than once, your brand becomes familiar to them and makes them more likely to click, provided the ad is relevant to what they want. This is why market research and selecting your target audience are important.
Google’s Shopping campaigns are the perfect way to reach consumers right when they’re searching for something specific that you happen to offer. When a user searches for a phrase related to your products, your ads will show up at the top of the search results. You can include important information in your ads, like product images, prices, special offers, customer ratings, and anything else designed to persuade users to click.
How it works is pretty simple. First, you create a master list of product data in a spreadsheet that identifies your products and all the pertinent information. This gets uploaded to Google’s Merchant Center, which you’ll connect to your Google Ads account. From there, Google’s algorithm will automatically spin up ads for your products based on user search queries.
Instead of creating one campaign with one Ad Group that gets divided into product groups, consider running separate campaigns tailored to attributes that are important to your market. For instance, you can run a generic campaign, a brand campaign, and a campaign that runs ads based on brand and size queries.
This way, you’ll reach people searching for generic terms (like “men’s hoodies”), brand-specific terms (like “Nike men’s hoodies”), and size-specific searches (like “Nike men’s hoodies XXL”). This type of structure is superior because you get better control over negative keywords, and increasing your bids will yield more targeted impressions and clicks.
If you don’t use this more nuanced ad structure, you’ll have to remove items from your entire feed if you want to exclude them, and some of your products might never be seen. Implementing a content marketing strategy alongside this structure can further improve your ad effectiveness by engaging customers with valuable content that complements your paid advertising efforts.
You’ll have more campaigns to manage, but it’s worth the effort because it will get you more targeted traffic in the long run. If you’re looking for ways to drive a bunch of relevant traffic to your ecommerce store, you need to run Google Shopping ads. These ads not only help you generate sales but also improve your brand’s visibility across search engines and other marketing channels.
One last tip is to use remarketing with your Shopping ads. The average conversion for Google Shopping ads is just under 2%, which doesn’t seem like much. However, these ads work well as the foundation for a powerful retargeting campaign. Leveraging digital marketing techniques like customer retention strategies can increase your repeat conversions and long-term revenue.
Did you know that Amazon’s brand ads convert an average of three times higher than Google Shopping Ads? Running ads on Amazon is crucial for your online store. The sponsored brand ads, in particular, will promote up to three products at a time and get displayed in search results across the site.
Since they show up when users are looking for something specific, it makes sense that they’d see a high conversion rate. Additionally, incorporating user-generated content such as reviews and testimonials can boost credibility and engagement, further improving your ecommerce sales.
Are you against using pop-up ads to avoid annoying users? This is common among marketers, but it’s based on a myth. Pop-ups have a reputation for being off-putting to web users, but that’s not actually deserved.
In spite of this reputation, there are plenty of effective pop-up ad strategies that are proven to generate higher conversion rates, whether it’s sales or email list signups. Pop-ups can be an excellent content marketing tool when used correctly, as they capture leads and encourage immediate action.
You can use pop-ups with your marketing efforts as long as they adhere to Google’s guidelines. If you place a pop-up ad on a landing page, it needs to directly represent the offer in your ad, or else people will bounce. It’s risky, but when combined with search engine optimization and social media campaigns, it can yield big conversions when done right.
If you’re not cross-selling and upselling, you’re leaving money on the table. Both of these strategies are proven methods to increase conversions.
Upselling is when you aim to increase the value of each purchase. Cross-selling is increasing the number of items on the sales ticket. For example, if you run a custom t-shirt shop, cross-selling might include offering customers the same designs on a baseball hat, or providing a discount on additional t-shirts. Upselling might involve offering an upgrade to a higher quality, more expensive t-shirt fabric (like organic cotton or hemp).
These marketing methods will boost revenue, increase customer satisfaction, and support your efforts to build long-term relationships with loyal customers. However, the items you cross-sell need to be relevant to the customer’s needs or it won’t work.
One of the best examples of cross-selling can be seen in the marketing for Dollar Shave Club. Before a subscription box is mailed out, customers get an email asking if they would like to add any additional products to their order, like aftershave, wet wipes, or hair care products.
Cross-selling and upselling are convenient because they won’t cost you any additional marketing spend and they can help you acquire more customers affordably. With the right application connected to your shopping cart system, all you need to do is program the offers once and they’ll run on their own.
You may have heard expert digital marketers say that social marketing is only good for building brand awareness and isn’t ideal for sales. Well, that’s not entirely true. It depends on the platform and your market. For example, Instagram has a built-in shopping feature that makes it easy for people to buy from businesses. All you need is a Facebook product catalog, and you can tag your products in your Instagram posts. Now, when your fan base sees your posts promoting your products, they can click on your tags to visit your product pages instead of having to search your website for the awesome products they just saw on Instagram.
Social shopping on Instagram, Facebook, and other platforms, reduces the friction users feel when searching for products. Your followers can buy from you seamlessly and easily right from your posts.
You’ve probably visited a website or received an email from a company that was promoting another business. This is called cross-promotion, and it’s one of the most effective eCommerce marketing strategies around.
The basic idea is that you find a company to partner with who will promote your products. Sometimes you’ll land a mutual agreement, but not always. These kinds of deals usually require payment as a percentage of sales brought in by the company promoting your business. For example, if company A promotes your t-shirts and their efforts generate $5,000 for the month, you’ll pay them a percentage of that amount that you agree on ahead of time.
One eCommerce marketing tactic that gets big results is social proof. Your potential customers need to see proof that you are a trustworthy business and that you have great products. Social proof (like reviews and testimonials) goes a long way to impress potential customers and influence them to buy from you.
Your leads are most likely on a budget and they don’t want to risk wasting money on something that doesn’t work or live up to their standards. They’re going to be selective, so you need extra reinforcement to convince them to make a purchase. Reviews and testimonials are exactly that.
Make sure you display product ratings and customer reviews on all of your product pages. At first, it may take you a while to generate a substantial amount of reviews, but after a while, you’ll get them and they will help persuade new customers.
You don’t need to get only positive reviews, either. Having a mix of positive and negative is actually seen as more trustworthy than having a 100% five-star rating. Your products won’t be for everyone, and some reviews under five stars will still be helpful. Knowing what didn’t work for others might help people choose between different items, for example. Even if a review deflects sales from some people, that’s okay, because you can’t please everyone.
Referral marketing is another term for word-of-mouth marketing, and it’s one of the most effective methods you can employ. People take the opinions of others very seriously, and that includes friends, family, and online reviews. According to a BrightLocal survey, 88% of consumers trust online reviews as much as they trust recommendations made by friends. That’s some big trust for opinions posted by strangers.
So, how do you start referral marketing? How do you get people to post reviews and recommend you to their friends? The short answer is to start incentivizing referrals. The simplest way to do this is by offering a cash bonus to anyone who refers a paying customer to you. Give people referral links, and anyone who makes a purchase from a link will generate a cash reward for the link’s owner. This is simple and effective.
If you want a successful marketing campaign, you need the right tools and the expertise to turn leads into sales. We can help you with this. Whether you need high-converting PPC ads, Facebook and Google ad management, a PPC audit, better landing pages, or a full package deal, we have you covered.
We work with Google, Facebook, Amazon, YouTube, and LinkedIn ads, plus we offer display ads and retargeting management. We can create, manage, or improve any paid ad campaigns you need.
Contact us today to learn more about our PPC ad management services and get a free proposal for your business.
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Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
