What are the channels for promoting an online store?

[Reddi2]

In this article, we will take a closer look at digital promotion of a store. We will focus on the main advertising channels:

Contextual advertising.
Media advertising.
Targeted advertising in social networks.
Search engine optimization (SEO).
Chatbots VKontakte and Telegram.
Promotion in aggregators and marketplaces.
Content marketing.
Email marketing.
Yandex Business and Maps.
Pay for Direct, VK, myTarget, Telegram Ads via OneSpot — in one window


— Technical support 24/7.

— With bonuses and no commission.

- Closing documents.

Find out more
OneSpot
Contextual advertising
Contextual advertising is suitable for almost all types advantages of truemoney database of e-commerce projects, for services and goods of which there is demand in search engines. The main platform for launching contextual advertising in Russia is Yandex Direct.

To launch, you need to collect a core of key queries in the search, sort them into groups, upload texts and images to the advertising account to create text and graphic ads or product feeds, add a link to the landing page where you will drive traffic, and enter a budget (this can be done through OneSpot without a commission ).

For example, users enter the search query "buy a white women's T-shirt" and see an ad for your store. Yandex.Direct has special formats for stores - a product gallery, smart banners, dynamic ads. For more information, see Yandex Help .

effective advertising of online store
Yandex search results
The payment model for contextual advertising can be different:

cost per click (CPC - Cost Per Click);
cost per action (CPA);
cost per thousand impressions (CPM - Cost Per Millenium);
cost per lead (CPL) and so on.
The price is determined by the auction, because in addition to you, competitors are also promoting according to the same queries.

There are different options available in Yandex for the format and placement of advertising:

Carousel product ads;
search bar hints (suggestions);
advertisements to the right of the search results and others.
Ads can be set up either manually or automatically in the Campaign Wizard.

The main advantages of the channel:

impressions to the target audience;
quick result;
a variety of ad formats;
launching on low budgets;
detailed analytics;
the ability to target users based on the desired parameters, such as: page visited, actions performed, gender, age.
Read also: What is contextual advertising and how does it work?
Display advertising
Media advertising is a part of contextual advertising. Its main difference is that it mainly solves image problems: to introduce a new product to the market, increase recognition, announce promotions, attract attention. Therefore, its bright visual formats are very suitable for literally showing the product face to face:

banners;
videos;
teasers;
animation.
Display advertising works for reach, as ads are placed on large Internet platforms: in the Yandex advertising network (partner sites), on thematic sites that work as advertising platforms, in mobile applications, video hosting. The composition of sites can be adjusted: exclude non-targeted ones, in your opinion.

Payment is made per thousand impressions (CPM - Cost Per Mille).