Online retail sales have been growing over the recent years, especially last year during the pandemic. In the last quarter of 2020, retail searches grew over x3 higher than the previous year. This alone signifies a significant shift to digital shopping. But for your website to increase its online sales, you first need to know how to reach your target audience on Google.
Here are tips on how to reach more audience on Google as recommended by Cybertegic, the top digital marketing company in Pasadena:
Tips on How Your Business Can Reach More Audience on Google
- Publish videos that connect with potential customers.
- Measure the metrics to optimize your marketing campaigns.
- Provide answers to questions customers’ ask on Google.
- Find customers that are looking for products or services that you offer.
- Create a hassle-free and user-friendly online shopping experience.
- Engage shoppers who search for products with their mobile devices.
- Showcase products on Google with the Merchant Center.
- Promote in-store products through local SEO.
1 – Publish videos that connect with potential customers.
YouTube is more than just for entertainment. Now, people can learn and stream on this channel. It is now a marketing channel for businesses to inspire their next purchase. When users watch videos, they can shift from passive browsing to active shopping if they see a product that catches their interest.
Think of YouTube as a great tool to build your brand awareness. Create and publish videos that inspire people to take action. You can use these videos in your digital storefront. And if you have the budget, you can create a Video action campaign with browseable feeds that customers can click.
2 – Measure the metrics to optimize your marketing campaigns.
To run a successful marketing campaign that attracts an audience to your website, you need to measure the correct data. Google has its tools to help you determine the best strategy to optimize and improve your current campaigns. Checking the correct data will tell you which content and ads attract and convert and which campaigns you need to improve.
For example, Google Ads has a feature called Reach Planner for marketers that uses YouTube ads. This tool can help you achieve your goals by showing you which audience and video ads are adequate for your business.
3 – Provide answers to questions customers’ ask on Google.
The most effective way of getting quality leads from organic search is by creating content that answers people’s questions. You see, shoppers don’t always have a specific product in mind when searching for things to buy. For example, during the holidays, there is a great influx of users that type in “best affordable holiday gifts” in Google Search. And that doesn’t only happen during the holiday season. According to Google, searches with “best affordable” phrases have grown 60% over the year.
To showcase your products on Google, you can use responsive search ads. This puts your products in the spotlight with a flexible and personalized ad relevant to search users.
4 – Find customers that are looking for products or services that you offer.
To get quality leads that turn into customers, you need to know and target the right audience. For Google Ad campaigns, you can use a feature called Affinity audiences. This will allow you to help reach the right people looking for your products based on their interests and habits.
You can also consider using In-market audiences to reach people with demonstrated intent. It enables you to show ads to people searching for products and services like what you have to offer. To drive action and traffic from existing and new customers, you can combine Customer Match and Similar audiences.
5 – Create a hassle-free and user-friendly online shopping experience.
Suppose your website acts as your primary digital storefront. In that case, you must deliver a seamless and hassle-free online shopping experience. The first thing is to check the loading page of your website. Online shoppers love websites that are quick to load. However, a 0.1-second decrease in your page load time can actually boost your conversion rate by 5%.
For starters, you can use a tool called Grow My Store from Think with Google. This provides an easy and quick evaluation of your retail website to grow your business. Google’s AI machine will analyze your retail site and give you detailed insights and recommendations to improve your business.
6 – Engage shoppers who search for products with their mobile devices.
Statista.com reported that in 2020, the number of active mobile internet users worldwide will be 4.32 billion. And currently, mobile internet traffic accounts for more than 56.89% of the total global online traffic. This sends a critical signal to all online retailers to optimize their website on mobile.
If your website is already mobile-optimized, the next thing you need to do is to reach your mobile customers. Reach these shoppers by using App campaigns. This feature will help you encourage them to make a mobile purchase or take another action like subscribing to your service.
7 – Showcase products on Google with the Merchant Center.
Millions of search users go to Google for their shopping needs. To engage these people, you can showcase your products for free on Google. List your products in Google’s Shopping tab on Search for free by using Google Merchant Center. This is the best way to boost exposure for each of your products.
You can also choose to automatically sync your product feed directly through your website platform by using certain apps or plugins. This will make it easier for your products to appear in relevant search results.
8 – Promote in-store products through local SEO.
You can also promote your in-store products by using local search engine optimization. Optimize your website for local users by adding geo-specific targeted keywords. Another tip is to add products on Google Merchant Center as well as in Google Business Profile.
When it comes to your Google Ads, you can create local campaigns. This allows you to bring customers to your local stores by promoting your locations. Ads in your local campaigns will show to users searching on Google Maps, Google Search, Google Display Network, and YouTube.
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