Original subtitles

Ads for e-commerce

In this Domestika course

we will see the advantages of catalog ads,

we will build a feed and see the different attributes.

I will also explain to you

how to upload the feed within Google Merchant Center

and the Facebook Business Manager,

to be able to configure these platforms

and leave them ready to create your campaigns.

We will see how to configure the campaigns within each platform

and make groupings to make advanced strategies.

Finally, we will see how to analyze the metrics

and how to optimize the results within our campaigns.

In this lesson we will see the growth of e-commerce

over the last few years and I'll show you

the different types of ads and what they look like.

Go.

In this graph I wanted to show you the growth of e-commerce

over the years.

As you can see, it is an upward trend

and, at the very end, there is a huge peak,

due to the pandemic.

Many people could not make purchases in physical stores

so the use of the internet and e-commerce grew a lot.

Once this situation is over, as you see in this line,

which is estimated and I have invented it,

people did not buy again as they did before,

since many people had already gotten used to it

to make purchases online

and the base of the graph that we are seeing here

it starts much higher than before.

This implies that we have won in online sales and e-commerce

about four or five years, therefore,

it is a great moment for your online store.

In this graph I wanted to show you

the trend of online sales by country.

As you can see here, we are analyzing the years 2012 to 2019,

and we see that the growths are very high,

so imagine this year.

Here we can see some countries, on the left axis,

and the growth they have had between them.

For example, the United Kingdom has gone from ten in 2012,

to almost twenty in 2019,

therefore, the growth has been enormous.

However, there are other countries, such as Poland,

that we see here that they have grown from 2% to 7%.

The growth is actually more than three times.

So please think that you can not only limit yourself to your country,

but there are many countries that have grown exponentially

and that the limit is up to you.

This graph seemed interesting to me due to the buying trend

of e-commerce by age and by product.

Here you can find what your type of product is

and here we can see

what age ranges are those who buy it.

I have left this study in resources

because I found it super interesting.

I would like to tell you about these types of business,

where we see how fast food, clothes

and electronic devices are mostly bought

for that age range that is between 16 and 24,

followed by 25 and 54, which, more or less, can be logical.

Medicine and dietary supplements

It is most purchased by those who are between 55 and 74.

Perhaps medicines are more evident to us,

But maybe the supplements didn't seem so obvious to us.

In this case, children's toys

are, obviously, more purchased by those between 25 and 54 years old,

but I wanted to show you that maybe you can think

that furniture and decoration usually buy it between 25 and 54,

and so it is, but, as you see,

between 55 and 74 years there is also a lot of shopping.

Therefore, do not stay in the obvious

and research your market and your audience

to be able to serve the greatest number of people

and have more purchasing possibilities.

In this graph we can also see it by age ranges.

If we see the growths from 16 to 24 and 25 to 54

we see that they are more than evident upward trends.

However, we can think that 55 to 74

they do not have much use of the Internet or buy online,

and it turns out that, as of 2019, the rise they have

it is even higher than that of the other two ranges.

This means that the potential is much greater than we thought.

This graph also seems very interesting to me,

since they are the most used social networks in online businesses.

Here you can see that Facebook and Instagram,

followed by Twitter and YouTube, they are the most used,

But are we really interested in the use that other businesses have

or are we interested in their profitability?

This is really the interesting graph.

If we see here, the channels that have more profitability

they are Facebook and Google,

and they are precisely the channels that we will see in this course.

Google and YouTube will see them together and Facebook and Instagram too.

Therefore, we cover almost the entire graph.

And besides, Bing is very similar to Google,

therefore, although we do not see it in the course,

you can extrapolate all the information from Google to Bing.

Now I would like to show you the difference

between the ads with and without use of the catalog.

We will focus on those ads

who use the catalog to have more visibility.

As you can see here, when we use these types of ads,

the visibility of our products is much higher,

because, if we use others without catalog,

we would have to create ads with our products one by one.

A product, an advertisement. Another product, another advertisement.

In this way, you will see that, automatically,

we can promote them all at once.

The cost is similar, because really how they work

the bidding systems of the two platforms

is very similar, therefore,

the cost will depend on what you want to invest.

In terms of configuration, catalog ads

it is a bit more complex than those without it,

because we have to create this catalog,

upload it to the platforms, etc., but that's why you have this course,

in which we will see it little by little and in a very simple way.

Lastly, the ROI.

Yes i have put here

than in catalog ads is higher

and in those without a catalog it depends.

Really, this is not something we can say

which is always higher in catalog ads.

I have worked in important e-commerce

in which we have used both types of ads

and I've really always used catalog ads

have had a return or return on investment

higher than when not using them.

That does not mean that it cannot happen that the other ads

are also profitable

or have a higher profitability,

but, as a general rule,

yes, those who use the catalog tend to be higher.

Now I will show you the types of ads

so you can see the difference between them.

Now I would like to show you the different formats

when searching on Google.

For example, I do a search for vintage bikes

and the first block I get ads,

as you can see here, it says Ads.

It is a block with three products, it is a super large ad,

with a picture of the product and a certain description,

Here you see the title, the price, and which online store it is from.

In this case, biciclasica.com. And here, internetbikes.com.

It is very important to appear in this block

because you see that it is above any other result.

Above this block, from the Maps result,

from organic search, images, etc.

Google can also show you these products

with a slightly different format.

As you can see, here it also says Ads.

From what you can see

these products, although we see it smaller,

but you can see the product perfectly, the description,

the price, etc.

Also, an arrow appears here

in which, if I "scroll" to the right,

I can see different products

from different businesses and online stores.

This is from LOLA home, this is from Decathlon ...

Another different format where my ads can appear

It is on this right bank.

As you see, for example,

here is a blank space in which there is nothing,

but sometimes Shopping results

they can appear on this side, and they look great too.

This is something that Google decides, it is not something that we can control,

appear above or on the side.

Whenever it appears on the side

we can't really show up at the top,

but they also look a lot,

therefore, it is very important to make these types of announcements.

Also, if I go to the Shopping tab,

this tab is a comparer that Google has.

As you can see, all the filters

that any comparison website could have,

but it is in Google, in a Google tab.

Likewise, as we have seen in the previous formats,

the ad unit, you see that it says "sponsored",

is at the top.

They come out in the same way, with their title, their photo, their price,

and the business that is selling this product

and I can "scroll" to the right

and see different products.

For example, I may want a bike with this price

and the ads for this range I have chosen will be filtered.

I can do all the filters that I want.

On the other hand, I can also appear

not only in Google search results,

but also on the Display Network,

which are those websites that collaborate with Google.

If I, for example, am doing a dictionary search,

I want to know how to say "marketing" in English,

I can see how ads appear

of something in which I am interested,

which are bicycles.

As you see, they appear to me

at the top, bottom, right ...

This depending on the web

where you have your space to put advertising.

For example, when I am reading a magazine,

I am very interested in architecture,

therefore, I am reading in this online magazine

an article on architecture.

When I am reading, scrolling down,

I see that I can also get advertising here.

This is the great potential that the Display Network has.

Even though they are not people

who proactively search for this product,

yes it catches my attention,

since I am interested in bicycles.

This can also happen to us on YouTube or social networks.

If I want to find a video related to it,

This block will always appear at the top

where I can find bicycle items.

I can keep scrolling to the right

and see many products about bicycles.

Another place where they can appear is, when I am watching the video,

you see here, to the right of the top,

it also puts Ad in large.

Another of the locations where my ads can appear

it is in Gmail mail.

Here I can click.

As you can see, I have three ads that look like normal email,

which I can click,

and it catches my attention because it says: "Vintage touring bike".

And it's something I'm interested in.

I click here.

And you see that these types of ads may be familiar to you.

They look the same as we've seen

in the Shopping tab and in the Shopping search,

but they are in my mail.

For this, I have not had to get

your email initially, as it is a location

of Shopping ads

that I will teach you to do later.

Now I will show you what format the ads have on social networks,

both on Facebook and Instagram.

This is a typical catalog ad on Facebook.

As you can see, the text appears here, the name of the web

and the title with the price and the CTA, which is the call to action,

the button to do the action, in this case, buy.

As you can see, I can keep scrolling to the right

and you can see the bicycles that this online store has.

The strength of these types of ads

is that, when I click the buy button,

I get directly to the bike that I already liked,

I don't get to a category page

where I have to choose the bike that I like again,

since, since the same announcement, I have already liked this bike

and it is the one that I want to buy.

So you just have to add to cart

and finalize my purchase.

Other type of ad

I wanted to show you on Instagram

it is an ad called a "collection" ad.

As you can see, it is an ad with a main image or a video,

and below you have the different products.

In addition, the CTA, where it says More information or Buy,

or the selectable one you want.

As you can see, if I click on More information,

The products are displayed to me and I can see

which of all the products in my catalog I like.

Here it seems that I am in the category of the web,

however, it is now that I enter it.

I clicked on a shoe that I liked

and here I am already on the web.

These types of ads are very interesting,

especially for the upper part of the "funnel",

that is, when you are simply visualizing

what you might like.

Not when you intend to buy,

but when you're looking and fiddling around a bit.

Another type of ad that may also sound to you

inside Instagram is the carousel ad.

As you can see, under the name of the store, Wish,

put "advertising" and I can "scroll" to the left or right

and see different products from the Wish catalog.

As you can see, below there is a CTA or a call to action button

that says "buy".

If I like this mug or this other product,

I can give to buy directly to the specific product.

Another very interesting type of ad

is this so-called "canva".

It is a type of ad that is very similar to that of "collection",

because it has a main image or a video

and below you have the products.

In this case, I have selected a specific product

in different colors, a very nice notebook,

in addition, the More information button also appears,

that, when I click there,

The detail of the product is displayed to me.

Do you see that it seems that you are inside the web?

However, you are still inside the Facebook or Instagram ad.

Here you can see all the information, different photos,

also texts that explain a little more about the product ...

It is also a type of ad

which is at the top of the "funnel",

because you are really giving more information to the user,

you are not directly telling him to buy,

and, when you click on a buy button,

yes you go to the web.

You have seen that now there is www.paper-republic.eu.

Here it is up to you if you want to put more information

or directly take it to the shopping cart.

Since we saw the evolution of e-commerce and the types of ads,

in the next lesson we will see

what is a feed, what it is for and its attributes.