E-commerce has grown rapidly since the start of 2020 as consumers embraced the efficiency and convenience of online shopping. The channel shows no signs of slowing down, with e-commerce sales expected to exceed $1 trillion this year. How are advertisers taking advantage?
RECOMMENDED STRATEGIES FOR E-COMMERCE PROGRAMMATIC ADVERTISERS THROUGH 2022
Focus on Programmatic Tactics That Offer the Most Success
Over the past 12 months, the tactics that our partners are seeing the most success with have been Addressable Geo-Fencing and Site Retargeting.
E-commerce advertisers saw the most conversions when using Site Retargeting, which accounted for 73% of total conversions in 2021. Keyword Search and Contextual Retargeting came in second with 18% of total conversions, showing success through targeting users based on online behaviors.
Drive More Conversions by Reaching Consumers on Mobile and Tablets
Mobile and tablet usage is expected to grow again this year. Paired with the high increase in mobile and tablet conversions this past year, capitalize on the momentum and target consumers on their phones and tablets to drive action.
Ramp Up Advertising Efforts Around Key Events
Advertising typically increases around month-end, summer, and holiday shopping. Boost your advertising efforts during these key events to remain competitive and reach consumers when they’re most likely to take action.
What Types of Creative Generated the Most Conversions?
Display ads generated more conversions during two major shopping events—back-to-school in August and holidays in November. Video conversions grew the most the week before Thanksgiving as consumers began their holiday shopping, increasing 258% YTD during the week of November 15th.
Take Advantage of Advanced Attribution Capabilities to Prove Return
As the momentum of e-commerce continues, ensure you are tracking online conversions and using the advanced attribution capabilities that WAY Nation Solutions has to offer, even for CTV ads. Measure online actions like form fills, purchases, and more to understand the performance and optimize your campaigns as needed. In addition, utilize our Transaction Value Reporting to measure purchase value and order IDs from online conversions to help calculate your campaigns’ return on advertising spend (ROAS).
Overall, e-commerce advertising will continue to rise as more and more consumers turn to the channel for efficiency and to purchase goods. By incorporating programmatic advertising into their campaign strategy, marketers can precisely target relevant audiences who are most likely to convert, and also gauge the return of their campaigns.
Capitalize on the growth of e-commerce this year by using a blend of targeting tactics to reach consumers at various stages of the buyer’s journey. In addition, reach consumers on their mobile and tablets as consumption increases this year. And, tap into the attribution and reporting capabilities that WAY Nation Solutions offers to determine ROAS and prove the success of your campaigns. Nevertheless, e-commerce advertising is booming, and programmatic advertising is here to help you reach consumers and make the most out of the opportunity.
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