Marketplaces are very actively developing all over the world. These platforms allow any seller to quickly enter the market, solve many business issues through a service that has already decided everything for its users, and also enter foreign markets without large investments
On the one hand, this is a great tool that allows you to do business with the cheapest entry possible. On the other hand, due to the active growth of sites, competition is also growing.
Here is a little data that should tell you a lot
Of course, it is becoming increasingly difficult for novice sellers to survive.
Marketplaces are trying to implement as many internal tools as possible for advertising and working with audiences. But, they will never give you full useful user data to work with the audience and will not make high-quality advertising tools.
If you think about it, every marketplace advertises itself through search engine advertising tools and social networks. This means that they have to constantly attract new users and return old ones, otherwise they will be forgotten about.
Since this requires a huge advertising budget, it is beneficial for the marketplace if sellers bear these costs.
Of course, each marketplace has different conditions and you should always check the information regarding the marketplace you use.
But most sites have already introduced a number of incentives for their users who bring external traffic at their own expense.
For example, for driving external traffic, you can increase the impressions of your products on the site, allocate internal bonuses, or help with the development of the store. Also, the platform takes over part of the advertising. When you drive external traffic to your products, these people are later caught up with retargeted ads through the marketplace. Which is also very, very nice.
Therefore, in order to increase the volume of sales on your products that you have placed on the marketplace, you need to use external traffic.
You can use social media ads, search ads, and affiliate ads to do this. Moreover, this way you can advertise your products in other countries and get buyers from all over the world.
How to do it
In fact, there is nothing complicated here if you know how to run ads yourself. If you don’t know how, then you better contact the experts.
The only thing you need in order for you or your contractor to be able to run an ad on the marketplace is to get a link to your store or product cards and insert them into an ad so that people who click on it go to your store.
If you want to run ads in other countries, then you should ask the marketplace support for a link to your store for the country you need.
What purpose to use for advertising
In terms of working with a marketplace, you have almost no options for embedding your own analytics and data collection tools . The site will not share its audience with you. Therefore, the only target you can use is Traffic. Your task is to bring as many people as possible to your store or to specific product cards.
How to measure effectiveness
As we have already said, it is currently impossible to connect any normal analytics. Therefore, you will not be able to track traffic and further user behavior in your store or on the product card.
All you can do is see how many people came, how much a click cost, and how the picture of sales and activity on your cards has changed.
For example, you can work without advertising for 2-3 months, see how many views and sales you have on average, what are the average checks. After that, you can run an ad on the store and see how the picture has changed. Have there been more product views, purchases, etc. You can also run ads on a specific product card. Then you can compare the statistics of the card with and without advertising.
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