Tips for promoting hot-selling clothing products on Google!

In 2018, the annualized value-added rate of clothing exports reached 52%, which contains huge business opportunities. For Chinese companies, relying on a strong supply chain and mature manufacturing base, cross-border fashion categories have great potential. Soon, Black Friday and Christmas 2019 are coming. The peak shopping season is here. If you are in the clothing export industry, the top priority is to find and own your own hot-selling product! However, the hit products in "fast fashion" are difficult to predict and the benefits are not easy to maintain. The hit product trilogy can help clothing companies usher in a new peak of growth during the peak shopping season.

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Cross-border e-commerce clothing companies are always talking about promoting hot-selling products. What is the use of hot-selling products? There are two main points:

1. It helps to reduce costs in every link from production to sales, make more effective use of personnel and supply chain resources, and increase the speed of capital recovery.

2. The company's productivity and resources are limited. After predicting the trend of hot-selling products, the factory can adjust the production line to concentrate processing, and the operations and distribution personnel can optimize the distribution strategy and website experience in a more targeted manner. Use the least energy and time to get higher profits.

Now that we know the “magic” of a hit product, let’s talk about today’s protagonist – the “Trilogy of the Hot Product”. The three steps to creating a hit product are “testing the hit product – promoting the hit product – harvesting the hit product”. We have summarized the skills for each stage for you.

Part 1: Testing the best sellers

Simply put, it means testing multiple products and finding the most popular one. “The only way to defeat all martial arts is speed.” During the testing phase for hit products, our goal is to lock in the most popular products as quickly as possible.

Google Display campaigns are a great way to test out hits. Based on Google's huge user base, Google display ad campaigns distribute traffic to various products launched by merchants, and through reflux data, help cross-border clothing e-commerce companies find the products with the highest volume.

Part 2: Launching a hit

After taking the big step of predicting the hot-selling products, the second step is to focus on how to launch the hot-selling products. How can cross-border e-commerce of clothing attract traffic and maximize sales? At the beginning stage of consumer shopping, they may not have very clear purchase tags, and the search keywords are mostly very broad, such as women's sportswear, etc. Consumers have not yet decided where to buy and what products to buy. What we need to do is to attract these potential consumers and let them see and consider purchasing our brands and products.

We recommend Google Showcase Shopping ads and Discovery ads for you.

For cross-border e-commerce merchants, Google Showcase Shopping ads can accurately match users with a high likelihood of purchasing based on users' purchase searches, and provide potential consumers with a seamless shopping experience, including direct access to product pages, etc., strongly attracting potential consumers to consider the advertiser's brand and products. Moreover, showcase shopping ads can independently choose which advertised products to display. For example, they can highlight the hot-selling items of the season, focusing the "firepower" on hot-selling items and driving traffic to them.

Discovery campaigns are used in conjunction with Discovery campaigns, which have unparalleled traffic coverage, rich and highly relevant advertising materials, and comprehensive coverage of Google Search, YouTube and Gmail. Discovery campaigns can also target users with purchasing intent, improve delivery accuracy, and enhance ad performance.

Part 3: Harvesting the best sellers

During the hot-selling stage, the goal is to keep the hot-selling products going, maintain stable sales, ensure high ROI (return on investment), and maximize profits. Therefore, we must ensure that advertising coverage is comprehensive and that traffic is continuously and steadily brought to popular products and e-commerce independent sites.

Google search ads can be delivered to users who actively search for products, accurately capturing users’ purchasing intentions and ensuring that you appear when users search for you, thereby continuously and steadily increasing sales of popular products and extending their life cycle.

After each stage of advertising, you need to monitor the data in a timely manner and make timely adjustments. So how is your Google account performing? Is it exerting its maximum power? Google has launched the latest optimization score tool (currently only supports Google search ads) to help overseas companies estimate the effectiveness of Google Ads account settings and provide optimization suggestions for your account problems. It will be more effective when used in conjunction with the magic tool.

At the end of the article, let me highlight today’s key points:

Testing for best-selling products: At this stage, you should display the products to consumers as much as possible to find the best-selling items.

Launch hot-selling products: Continue to accurately deliver hot-selling product advertisements to users with purchasing intentions through display ads, shopping ads, etc.

Harvest hot products: Through search advertising, reach the people who actively search for ads, continuously and steadily increase the sales of hot products, thereby extending the life cycle of hot products.

Have you learned it?