Hi there,
Thanks for getting in touch. Happy to give you some initial thoughts and guidance on your situation. It sounds like you've got a good foundation, but there's definitely potential to scale things up!
Overview: Key Actionable Solutions
Before we delve into the details, here's a quick overview of the actionable solutions I'd recommend based on the information you've provided:
| Area | Recommended Action |
|---|---|
| Ad Platform & Strategy | Test different campaign types on Etsy and potentially other platforms like Google. |
| Website/Store Optimisation | Enhance product photography, descriptions, and overall store trustworthiness. |
| Metrics & Analytics | Track key metrics (CTR, CPC, conversion rates) to identify drop-off points and areas for improvement. |
We'll need to look at traffic quality and your website...
Let's start with traffic. You mentioned you're getting sales organically, which is great. But to really scale, you need to proactively drive targeted traffic to your store. Think about where your ideal customers are online. Are they actively searching for dart stands, or are they browsing for unique gifts? This will influence your ad platform choice.
I would say you'll need to test out different campaign types. E.g. with search ads, you can target people searching for the different types of products that you offer, maybe specifically for handcrafted products. With PMax, you get some display placements as well. Display and social media ads could be a good option to reach people that aren't actively searching. And shopping ads will place your products in the shopping tab which can work well for people searching for specific products.
I remember one client who sold handcrafted jewelry. Their best results came from focusing on very specific, long-tail keywords related to the materials they used and the occasions people were buying for. Don't just target "dart stands"; think about "personalized birthday gift for dart player" or "3d printed dart board accessory."
I'd say you need to enhance your store's trustworthiness...
Now, let's talk about your store itself. First impressions matter, especially online. Potential customers need to feel confident that they're buying from a legitimate and trustworthy seller. This is where website and store optimisation comes into play.
One of our clients selling art online had a similar issue. They saw a significant increase in conversions after investing in professional product photography and adding detailed descriptions that told the story behind each piece. Consider doing the same for your dart stands. High-quality images showcasing the craftsmanship and unique features of your products can make all the difference.
Looking through your store, a few observations: the start page looks pretty cluttered and is slow to load, the product images would probably look much better with proper photography and models (even just a video of you showing/wearing them might work), no product descriptions on the product pages.
Overall, my impression is that your store doesn't look all that trustworthy yet which means I probably wouldn't feel comfortable ordering from you. Some trust badges could help: reviews and testimonials from customers, links to Etsy, Amazon, and other places where you sell your products, social profiles, publications you've been featured in, your address and maybe more ways to contact you.
I'd say you need to give it more time...
Patience is key in the world of paid advertising. Don't expect overnight success. It takes time to gather data, test different strategies, and optimise your campaigns for maximum performance.
For paid ads, I would look at your performance metrics. Where do people drop off? Do you have really low CTRs and high CPCs? -> Your ad copy/product images likely need work. - Do you get visitors to your start page but only a small percentage of product page views? -> You're either getting the wrong type of traffic (look at your ad targeting/keywords) or maybe the products features aren't a good fit. - Do you get lots of product page views but no adds to cart? -> Likely your product photos, product descriptions, or pricing needs work. Maybe a special offer could help. Maybe people aren't ready to buy now and need long-term retargeting.
One campaign we worked on involved a B2B SaaS company. They initially saw very little ROI from their LinkedIn ads. However, after several weeks of A/B testing different ad creatives and targeting options, they finally discovered a winning combination that resulted in a significant increase in leads and sales.
Remember that advertising isn't just about driving traffic; it's about driving *qualified* traffic that's likely to convert into paying customers.
We'll need to look at your performance metrics...
Finally, let's talk about metrics. You need to track key performance indicators (KPIs) to gauge the effectiveness of your advertising efforts. This includes things like click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS).
If you're seeing low CTRs, it could indicate that your ad copy or visuals aren't compelling enough to grab people's attention. High CPCs might suggest that you're targeting the wrong keywords or that there's too much competition in your niche. And a low conversion rate could mean that your landing page or product page isn't optimised for conversions.
I always advise clients to set up Google Analytics and conversion tracking to get a clear picture of what's working and what's not. This data will inform your decisions and help you make more informed choices about your advertising strategy.
Overall, I think you're on the right track, but there's definitely room for improvement. By focusing on the areas I've outlined above, you can increase your chances of success and scale your Etsy business to new heights.
Why consider expert help?
While I've given you some initial guidance, it's important to remember that paid advertising can be complex and time-consuming. It requires a deep understanding of different ad platforms, targeting options, and optimisation techniques.
Many businesses find that working with an experienced advertising agency is the best way to achieve their goals. An agency can bring a wealth of knowledge and expertise to the table, saving you time and money in the long run. We have run campaigns for similar businesses and niches and we are seeing good results. For example, we helped software company to get 3,543 users at £0.96 each on Google Ads.
If you're interested in exploring this option further, I'd be happy to offer you a free consultation to discuss your specific needs and goals. We can review your current advertising strategy and identify areas for improvement. Just get in touch and we can book in a call!
Regards,
Team @ Lukas Holschuh
