March 2022 seemed to bring us back to the pandemic of 2020. The same uncertainty in many areas of business, the search for extraordinary solutions, fear for the future. However, this time the situation was aggravated by news about the collapse of stock markets, the departure of many foreign brands from the country and restrictions on the work of the main advertising platforms: Google Ads, YouTube, TikTok, Facebook*, Instagram* and Twitter.
In 2020 businesses found a solution
Everyone quickly switched online and adapted to the new rhythm of life of buyers. Now everything is different.
Changes occur almost daily. It is quite difficult to foresee them and assess the consequences. But it is important to remember – the digital market always adapts to changes. The main thing for advertisers is to respond to these changes in time and “catch their wave”.
In this article, we will not give in to panic, but go through the main digital channels and analyze a winning action plan for everyone. Anti-crisis measures for e-commerce 2022.
Google is unavailable. What to do with contextual advertising?
Google has left Russia, and now Yandex.Direct remains the main advertising platform for business. Should you worry? – No. It’s time to act, but act thoughtfully.
Since you now need
To be more careful with budgets – invest selectively and get a good CRR. We recommend focusing on advertising those categories of goods that usually sell worse. And what was already in demand will be sold through SEO organics and direct visits to the site.
Before launching advertising, calculate the average time before replenishment of the warehouse within your business. Then distribute sales evenly over this period so as not to waste the entire budget on promotion due to a shortage of goods.
The next step is to choose alternative tools. Like Google Ads, Yandex.Direct has extensive functionality for advertising placement. You can work along the entire sales funnel, warming up user interest through reach ads, and then leading to a purchase on Search and in networks.
In order to save your budget and identify profitable campaigns, use attribution models that distribute value for each interaction before conversion.
Should you turn off advertising? Anti-crisis measures for e-commerce 2022.
Many advertisers turn off advertising, giving in to panic. However, if users previously learned about you through advertising, then your site may simply not be found in search results and on the Internet. Therefore, we do not recommend turning off paid advertising.
It is enough to recall the pandemic of 2020. Those who australia phone number library stopped all marketing activity received a sharp drop in sales. Others continued to advertise in paid channels, worked with SEO and customer loyalty. These companies recorded an increase in sales.
Do you need SEO in 2022?
Now many e-commerce companies are racing for sales in paid channels and completely forget about SEO. However, stopping SEO promotion today will be a huge mistake in the future.
Unique conditions have been how to choose selfmedia personal created in Russia – Google without contextual advertising. This means that the first three lines of search results are now free. Your site can take leading positions without paid advertising. If you work on SEO promotion, you will get all Google search users in Russia, which is 71.7 million people.
Want to increase sales?
Launch SEO.
Receive targeted applications and customer quick signs influx from Yandex and Google search engines.
Users still use the platform to search for information. Thus, without advertising placement, only SEO remains a proven tool for attracting targeted traffic.
Modern SEO for e-commerce is based on detailed elaboration of individual category areas. Therefore, unlike contextual advertising, focus on categories that are in high demand and have a good assortment. This will be the most optimal solution in the current realities.
Order SEO
Advertising in social networks. Will VKontakte replace Facebook*?
The sanctions regime has not ignored Russian social networks. Today, all advertising on Facebook* and Instagram* is prohibited in the Russian Federation. Accounts and accounts of targeters are blocked. However, you can still use social networks, because VPN has come to the aid of ordinary users. But what should advertisers do?
Therefore, we recommend not to waste time and start optimizing the site for the requirements of the Google search engine. It is worth noting that working with Google search results usually brings positive results in Yandex.
For those who place ads, there is an excellent opportunity to interest the audience in a new platform, namely VKontakte, without huge investments. Firstly, its functionality is very similar to the capabilities of Facebook*. For example, in VKontakte, you can quickly set up advertising of a list of products for site visitors using the Yandex product feed. Secondly, it has what we are interested in – conversion optimization.
Moreover, VKontakte has wider targeting capabilities than Facebook*. Facebook* allowed the use of only three settings.
