If you’re looking for ways to increase the revenues of your online store, one way is to add advertising. Your earnings from advertising can add to your bottom line.
However, if you are like many online retailers, you may be hesitant to add online advertising to your ecommerce storefront — for good reasons. The ads can take away the customer you’ve worked so hard to get. Worse still, you may be unknowingly giving traffic to your competitors, if your site is showing your competitors’ ads. There is also the risk that the ads will cheapen your site.
But according to Internet Retailer magazine, there are ways you can make online advertising work with your ecommerce store:
1. Integrate relevant advertising into high traffic pages. Instead of using ad networks where you have little to no control over the ads that will be shown in your site, get your suppliers to advertise with you. Thus, you know that the ads that will be shown are relevant to your site.
Instead of promoting the advertisers’ site, you can try to control where the clickthrough URL and insist that visitors click to the advertisers’ section of your site. When the user clicks on the ad, they are sent to YOUR page where the advertiser’s products are featured, or a special landing page for the products the advertiser’s want featured on your site.
This approach solves the problem of online advertising taking away to another site the visitor that you worked so hard to get.
2. Paid product placement. Another option is for the vendor or supplier to pay you to feature or prioritize their products in well-trafficked locations on the site.
This approach is very effective when you are offering products from several competitors. Better positioning and placement on your site gives your advertisers’ the edge over their competitor’s products that are also for sale in your site.
3. Behavioral targeting. Another alternative is the controversial behavioral targeting ad, which displays ads based on the visitors past browsing and online purchasing behavior.
If you are thinking of adding advertising to your online store, make sure you carefully track the returns of your online advertising and how it is affecting your store’s conversion rate.