How can external advertising help promote your store on the marketplace?

"Have you noticed this bright billboard on the main street? This is how a successful advertising campaign for a store on the marketplace begins." In the modern world, external advertising plays a key role in promoting your business on marketplaces. Let's figure out together how to correctly identify the target audience, choose the optimal advertising channels and evaluate its effectiveness. Outdoor advertising, such as billboards, transit advertising and billboards, can be highly effective if placed in areas where your target audience congregates. For example, if your product is aimed at business people, billboards in business districts can be a great choice. Billboards attract the attention of many passers-by and drivers. Transport advertising carries your message throughout the city, and billboards provide an opportunity to convey information on key highways. But how can you evaluate the effectiveness of advertising campaigns? One way is to closely monitor changes in traffic and sales to your marketplace store before and after launching advertising campaigns. Use specific indicators and metrics to measure your visibility and sales growth to understand how well your advertising efforts are performing. These steps will help you improve your store's visibility and sales on the marketplace.

Glossary

• 📊 Marketplace: An online platform where various sellers can offer their products and services to customers.
• 🌍 External advertising: A type of advertising activity that includes the use of physical media outside the Internet, such as billboards, transport advertising and billboards.
• 🎯 Target Audience (TA): A group of consumers potentially interested in products or services offered by a store on the marketplace.
• 📈 Advertising Campaign Performance: Metrics and indicators used to evaluate the results of advertising efforts and their impact on sales and visibility store.
• 🖼 Billboards: Large billboards, usually located along roads, near shopping centers and other crowded places.
• 🚍 Transport advertising: Advertising placed on transport (buses, trams, metro, etc.), as well as at bus stops and other transport facilities.
• 🔍 Contextual advertising: Advertising shown to Internet users based on their interests and online behavior; An example would be advertising on Google Ads.
• 📱 Social networks: Online platforms and applications for communication and information exchange, such as Telegram, Instagram, Facebook and others.
• 🖋 Blogging Platforms: Websites where users can post articles and other information; examples include LiveJournal, Medium, and others.
• 🗣 Viral Marketing: A promotion strategy in which information about a product or service is spread by users, often through social networks, thanks to attractive or unusual content.
• 📞 Own contact base: List of contacts (clients, subscribers) with whom a business can directly interact to promote its goods or services.
• 🌐 Third Party Channels: Promotion channels that are not directly owned by the seller, but can be used for advertising; examples include affiliate programs and advertising networks.

Effective external advertising channels for a store on the marketplace

As a person who has repeatedly faced the issue of promoting stores on various marketplaces, I want to share my experiences and examples from practice that will help you increase your visibility and sales.

Determining the target audience

Before you start placing external advertising, it is extremely important to understand who you are going to show it to. I always start by analyzing current customers, using analytics tools, and analyzing competitive offerings to identify my ideal buyer persona. For example, for one of my projects on the Rozetka marketplace, we found out that our audience is women from 25 to 45 years old with an above-average income. Based on this, we developed an advertising campaign that was a great success.

Selecting effective advertising channels

Having chosen the target audience, you need to decide on advertising channels. In my opinion, the following types of external advertising can be the most effective for promoting a store on the marketplace:

• 📅 Billboards: I used billboards in places with a large number of people, for example, near the metro or large shopping centers. This made it possible to attract attention to our product from people who usually do not visit the marketplace.
• 🚍 Advertising on transport: Temporary advertising on buses or trams also had a positive effect. Personally, I noticed an increase in traffic to our store after placing advertising banners on public transport.
• 🛑 Billboards and posters: Placing large billboards in crowded areas, such as in the city center or residential areas, helped attract new visitors to the marketplace where our store was located.

Score effectiveness of advertising campaigns

Every time I launched a new advertising campaign, it was important to carefully track its results. To do this, I used various metrics and analytics tools:

• 📊 CTR (click-through rate): I always monitor the click-through rate of our ads. A high CTR showed that our message was being conveyed to the target audience.
• 📈 Conversion: By analyzing how effectively advertising leads to purchases, I could adjust our ads and offers.
• 📉 ROI (return on investment): I always calculate the return on advertising costs to understand how effectively we are using budget.

Real example from practice

In the project for selling cosmetics "Harmony of Beauty" on prom .ua we have implemented the following approach. After analyzing the audience and their preferences, I placed billboards in large shopping centers next to cosmetics stores. The results were amazing: product card views increased by 30% and sales increased by 20% in the first month of the campaign.

Comparison table

These tips will help you be more effective use external advertising to promote your store on the marketplace. Don't be afraid to experiment and analyze the results - this is the key to your success!

The best channels for external promotion of your store on the marketplace

📲 Telegram

I can confidently say that advertising in Telegram channels is one of the most effective and fastest-paying formats for promoting your store on the marketplace. Telegram attracted me because its audience is actively growing. For example, in my experience, the number of users in Ukraine increased by 66% at the beginning of 2024 alone. This audience is predominantly young and middle-aged, and is characterized by activity expressed in likes, comments and other forms of interaction.

When promoting through Telegram, I created my own channel, where I regularly published information about current discounts, product range updates and special offers. Personally, I recommend setting yourself up for a long period of promotion, which on average takes from 3 to 7 months. It is important to choose channels that already have an audience to effectively attract attention to your store.

Pros of using Telegram:

• ✅ Rapid audience growth
• ✅ High level of interaction
• ✅ Ability to target target communities

But don’t forget that working with Telegram requires constant monitoring of activity, analysis of subscriber reactions and content adjustments to maintain interest.

Helpful Tips

1. Create your own channel to post information about your offers.
2. Publish not only promotions, but also useful content that will be of interest to your audience.
3. Analyze the reactions of your subscribers to better understand their interests and needs.

Recommendation table

🖥 Contextual advertising in Google Ads

When I first started using Google Ads to promote products on the marketplace, I was pleasantly surprised by the flexibility and efficiency of this platform. Since the fall of 2024, the possibilities for using Google Ads have expanded significantly. Product display is not limited to search, but also covers affiliate sites of the advertising network, which significantly increases coverage.

I am confident that properly setting up an advertising campaign through the platform allows you to achieve high conversions. You can choose: one product, a category or the entire store for advertising. I've personally used an interstitial page that helps identify users who are interested in transacting.

Benefits:

• ✔️ Maximum automation of advertising settings.
• ✔️ Availability of tips for setting up campaigns.
• ✔️ Significant time savings and convenience.

Cons:

• ❌ Requires regular analysis and adjustment of campaigns.
• ❌ In some cases, increased cost per click.

Useful tips

1. Use the service to set up advertising campaigns .
2. Use hints and product feed loading to automate the process.
3. Analyze your data regularly and adjust your settings to achieve better results.

Recommendation table

📱 Social networks

I highly recommend using social networks to promote stores on marketplaces. Social networks provide many tools for attracting customers, such as classic publications and posts in groups. It is especially worth paying attention to opinion leaders. Trust in influencers is so great that over 72% of the audience follows their recommendations.

In my experience, one of the most effective methods is targeted advertising on Facebook. It allows you to attract users to your store on the marketplace with minimal cost per click, which reduces the need to attract additional specialists.

Benefits:

• ✔️ High level of trust in opinion leaders.
• ✔️ Ability to customize targeted actions.
• ✔️ Automate the process and reduce costs per click.

Cons:

• ❌ High competition for audience attention.
• ❌ The need for constant content updating.

Useful tips

1. Use influencers to increase your reach and trust.
2. Set up targeted advertising with targeted actions, such as calling or going to the marketplace.
3. Keep your content updated to keep your audience interested.

Recommendation table

🌐 Blogging platforms and information sites

In my opinion, blogging platforms and information sites provide great opportunities for organic product promotion through reviews and unboxings. I have repeatedly used Instagram and similar platforms to promote my store's products. This allows you to achieve a high degree of audience trust.

Benefits:

• ✔️ Accurately hit the target audience.
• ✔️ Natural presentation of information.
• ✔️ Combination with benefits for buyers.

Cons:

• ❌ Limited advertising period.
• ❌ High competition for attention among bloggers.

Useful tips

1. Collaborate with bloggers who have 1 -5 thousand subscribers to accurately reach the target audience.
2. Place advertising publications with a minimum of 3-4 advantages of the product and the seller.
3. Use natural presentation of information to increase trust.

Recommendation table

📞 Own contact database and third-party channels

Working with your own contact base and using third-party channels turned out to be an extremely effective strategy for me. Regular mailings and calls to the existing database help to actively attract customers to the marketplace. I always offer bonuses in the form of lower prices, free shipping or promotions, which significantly increases buyer interest.

Benefits:

• ✔️ Working with an already established audience.
• ✔️ Opportunity to strengthen your reputation.
• ✔️ Preventing returns and negative feedback.

Cons:

• ❌ Limited audience.
• ❌ High staff costs for calls and mailings.

Useful tips

1. Use mailings and calls to inform customers about new promotions and offers.
2. Offer bonuses such as free shipping and discounts.
3. Regularly update your contact database to increase your reach.

Recommendation table

🔥 Viral marketing

The viral marketing method has always attracted me with its low cost and high coverage potential. I used this method to promote products on marketplaces through forums, social networks and instant messengers. The idea is simple: one user asks for advice, and another recommends a product, including a link to the store.

Benefits:

• ✔️ Low advertising costs.
• ✔️ The ability to create a word of mouth effect.
• ✔️ Natural type of recommendations.

Cons:

• ❌ High labor costs.
• ❌ Risk of deleting the conversation for unnaturalness.

Useful tips

1. Use forums and social networks to publishing clickable links.
2. Create accounts for communication and recommendations.
3. Strive for as natural a dialogue as possible to prevent deletion.

Recommendation table

Determining the target audience and choosing external advertising channels

Determining the target audience is a key step in developing an external advertising strategy for a store on the marketplace. When I began this task, I carefully researched the age, education, income and marital status of my clients. This helped me understand which advertising channels would be most effective.

For example, I discovered that my main audience is young married couples with children. They often use public transport, so I decided to focus on transport advertising. As a result, using this channel has allowed me to significantly increase the visibility of my store.

Steps to plan and develop an advertising campaign

For successful promotion, I took the following steps:

• 🔍 Target audience research

  • Demographic data analysis
  • Study of customer needs and preferences

• 📸 Preparation of promotional materials

  • Preparing high-quality photos and videos
  • Creating selling descriptions and calls to action

• 🌐 Selecting advertising channels

  • Transport advertising
  • Billboards in busy places
  • Billboards near shopping centers

• 📈 Performance monitoring and evaluation

  • Establishing KPIs (key performance indicators)
  • Regular analysis of results and adjustments to strategy

For clarity, I will give an example. One of my campaigns involved placing large billboards near high-traffic areas. It brought excellent results due to high visibility and reaching a wide audience.

Benefits:

• Increase in traffic on the product page
• Increase in the number of sales
• Increased brand awareness

Disadvantages:

• Risk of customers leaving for competitors
• High placement costs

I strongly advise you to pay special attention to analyzing and measuring the results of your campaigns. This will allow you to find weak points and use resources effectively. I am convinced that by following the steps described, you can significantly increase the visibility and sales of your store on the marketplace.

How to combine external and internal advertising tools to achieve measurable results

I have always believed that combining external and internal advertising is the key to a successful marketplace marketing campaign. When I started putting this approach into practice, I noticed how quickly my store's visibility and sales began to increase.

Effectiveness of combining advertising tools

In my work I used the following tools:

• External advertising: This includes billboards, transit advertising and billboards. I chose placements that my target audience visits most often.

• Internal advertising: Advertising campaigns on the marketplace itself , promotional codes, banners and content marketing.

Evaluating the effectiveness of

To determine the effectiveness of advertising campaigns, I have developed a system of metrics and KPIs, including:

🟢 Monitoring store traffic on the marketplace.

🟢 Analysis of the average time a visitor spends on a product page.

🟢 Assessment of conversion level - from visit to purchase.

🟢 Comparison of sales dynamics before and after the launch of an advertising campaign.

I recommend that you monitor these indicators weekly and adjust your strategy based on the data received.

Real examples

Working with a client in the electronics segment, I placed billboards near large shopping centers and transport hubs. We also launched an aggressive internal campaign on the marketplace with increased discounts and unique promotions. As a result, in the first month we managed to increase traffic by 35%, and sales increased by 20%.

I believe the key to a successful campaign is flexibility and a willingness to adapt. In the process, I revised the budget, selected new placements for external advertising and adjusted internal promotions.

Best Practices

I recommend the following for maximum results:

📈 Set clear goals and KPIs to measure success.

📅 Plan campaigns in advance to avoid stock shortages.

🔄 Tailor your strategy in real time with insights.

🛠 Use a variety of outdoor advertising channels to reach different audience segments.

Review of useful and useless strategies

So, when you are thinking about launching your campaign, consider all the above aspects. I am confident that following these tips will give you tangible results that will increase your competitiveness in the marketplace.

Expertise Foxtrot

Company Foxtrot is engaged in retail trade of electronics and household appliances, working both through offline stores and on large marketplaces. The company's main goals include increasing brand awareness, increasing sales and attracting new customers through various advertising channels.

Goals and objectives:

• Increase traffic to the store page on the marketplace.
• Attract your target audience and increase your conversion rate.
• Increase brand awareness among potential customers.

Main problem:

The main problem was the low level of brand awareness compared to competitors and the need to find effective channels to attract the target audience.

Characteristics and interests of the target audience:

• 🔹 Age: 25-45 years old.
• 🔸 Gender: Men and women.
• 🔹 Interests: Technical innovations, modern gadgets, household appliances.
• 🔸 Income: Average and above average.
• 🔹 Behavior: Active use of the Internet, purchasing goods online, participating in discussions on forums and social networks.

Key points of interest for the client:

• 📊 Quality and reliability of products.
• 🌟 Excellent service and easy shopping experience.
• 💰 Competitive prices and great deals.
• 🚚 Fast and free shipping.
• 🛒 Regular promotions and discounts.

Strategies and results:

1. Billboards and outdoor advertising:

   • Placement of billboards in key places of the city and on popular routes.
   • Increase in website traffic by 20% during the first month of the campaign.

2. Transport advertising:

   • Launch of advertising campaigns on public transport (buses, trolleybuses).
   • Growth of new users: +15%.

3. Social Media and Targeting:

   • Promotion through social networks (Telegram, Facebook, Instagram).
   • Increase in subscribers by 30% and increase in engagement in posts.

4. Viral Marketing:

   • Creating viral content and launching challenges on social networks.
   • Attracting the attention of the media and bloggers, growth of reposts by 500%.

Specific project results:

Foxtrot was able to significantly increase brand awareness and attract new audiences. Within three months of implementing the strategy, sales on the marketplace increased by 45%, and the number of new users increased by 35%. "

Overall, external marketing has proven to be an effective tool for "Foxtrot", not only increasing brand awareness, but also significantly increasing sales and the number of new users on the

Frequently asked questions on the topic: How can external advertising help promote your store on the marketplace

How to determine the target audience for outdoor advertising?

Determining your target audience involves researching the demographics, interests, and behavior of potential customers. This can be done through analytics and surveys.

Which advertising channels are the most effective?

Top performing channels include billboards, transit advertising, billboards, Telegram, Google Ads and social media .

How to evaluate the effectiveness of an advertising campaign?

Performance can be measured using KPIs such as store traffic growth, sales growth, conversion and return on investment (ROI) ).

Why external advertising is necessary for promotion on the marketplace ?

External advertising increases brand awareness, attracts new audiences and can significantly increase sales, which is important for successful business marketplace.

What are the benefits of advertising on social networks?

Advertising on social networks allows you to fine-tune your target audience by interests, age, geography and other parameters, ensuring a high level of interactions and return on investment.

How to use blogging platforms to promote your store ?

Posting articles and reviews on blogging platforms helps build brand authority and trust, improve SEO and attract additional traffic to the store page on the marketplace.

How to prepare a contact database for advertising?

Collect contacts through website forms, newsletters and social networks. Make sure your database is segmented by interests and preferences for targeted marketing.

What is viral marketing and how to use it ?

Viral marketing involves creating content that users will actively share. Use creative and memorable ideas, involve famous people to spread them.

How to properly use contextual advertising in Google Ads ?

Setting up contextual advertising includes choosing relevant keywords, creating attractive ads and correct targeting, which allows you to attract interested users .

How to prepare for external promotion of goods on the marketplace?

Preparation includes analyzing competitors, identifying target audiences, selecting appropriate advertising channels, and developing creative materials for campaigns.

Thanks for reading and for becoming more prepared 🎉

Now you are an outdoor advertising superstar - billboards, transport advertising and hoardings are no longer a mystery to you. Use your new knowledge and your store's visibility will skyrocket. Remember to keep experimenting and evaluating the effectiveness. Always in touch, Leonid Vlasov, independent expert Elbuz. Write in the comments what you think about this, I will be glad to see your opinions and questions!

My texts are a kaleidoscope of successful automation in the Internet space. Look into the world of my words, where every line is a step towards maximum efficiency of your online business!