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How SEO & Paid Search Impact Average Order Value

by | Last updated Jun 2, 2024

Maximizing AOV through Effective Search Marketing Strategies

Increasing your Average Order Value (AOV) is essential to grow your e-commerce business’s revenue and profitability. AOV measures the average amount spent when a customer orders on your website or app. To calculate it, you divide your total revenue by the number of orders. Understanding this metric helps you see how much customers spend and guides you in creating strategies to encourage bigger purchases.

Search marketing, including SEO and paid search, is a powerful tool for influencing AOV. By refining your search marketing efforts, you can attract customers who are likely to spend more, encourage more significant purchases, and ultimately increase your AOV. Let’s explore how you can leverage search marketing techniques to achieve this.

What is AOV?

First, let’s get clear on what AOV is. It stands for Average Order Value and is calculated by dividing the total revenue by the number of orders.

For example, if your online store makes $50,000 from 500 orders, your AOV is $100. Knowing this helps you understand customer spending habits and tailor your marketing strategies to encourage them to spend more per transaction. Simply put, increasing AOV means more revenue per customer.

How SEO Influences AOV

SEO involves optimizing your website and content to rank higher in search engine results pages (SERPs). Higher rankings mean more visibility, which drives organic traffic to your site. Effective SEO can significantly impact AOV in several ways.

Leverage High-Intent Terms

One strategy is to target high-intent keywords. These are search terms that indicate a strong likelihood of a purchase, such as “buy,” “order,” “discount,” or “best.” By optimizing your content for these keywords, you can attract visitors who are ready to make a purchase, thereby increasing the chances of a higher AOV.

Enhance Product Detail Pages

Creating comprehensive product detail pages also enhances the shopping experience. Detailed product pages with high-quality images, thorough descriptions, customer reviews, and related product suggestions can encourage customers to add more items to their cart, boosting AOV.

Increase Internal Linking

Implementing internal linking can guide customers to consider additional purchases or upgrades. For example, linking to a premium version of a product or suggesting add-ons, cross-sells and accessories can increase the overall order value. If you provide customers with more items to buy, basket totals will increase, thus increasing AOV.

Don’t Sleep On Mobile Customers

Optimizing for mobile is also essential. Most customers are expected to shop from their mobile devices, so ensuring your website is mobile-friendly is a must. A seamless mobile shopping experience can lead to higher engagement and larger orders, positively impacting AOV. Test your entire ordering process on phones and tablets, checking every detail from the category landing page to the product detail page to checkout to find opportunities for improvement on mobile devices.

How Paid Search Influences AOV

Paid search, or pay-per-click (PPC) advertising, is another powerful tool influencing AOV. By strategically placing ads in search results and other channels, businesses can attract targeted traffic that is more likely to convert and make larger purchases.

Refine Targeting for High-Value Shoppers

Targeting high-value audiences is a key strategy. Paid search allows for precise targeting based on demographics, interests, and purchasing behaviors. By focusing on high-value audiences, such as those who have previously shown interest in premium products or have a history of higher spending, businesses can drive traffic that is more likely to result in higher AOV.

Use Dynamic Remarketing

Dynamic remarketing is also effective. It involves showing tailored ads to previous visitors based on their browsing history. By reminding potential customers of products they viewed and suggesting complementary or higher-value items, businesses can encourage larger purchases.

Promote Bundles & Upsells

Promoting bundles and upsells can entice customers to spend more per transaction. Creating ads highlighting product bundles, discounts on multiple items, or upsell opportunities can increase the AOV compared to selling single products.

Leverage Coupons in Product Listing Ads

Promotions are a must-have aspect of e-commerce marketing. Assuming your store offers sales to accommodate holidays and peak shopping periods, be sure to include those sales via coupons in product listing ads. Once you submit the sale / coupon information in the Google Merchant Center, you’ll be able to show shoppers you are running a sale, giving them a reason to add more to their shopping cart.

Integrating SEO & Paid Search for Maximum Impact

Combining SEO and paid search strategies can create a synergistic effect, maximizing the influence on AOV. For instance, using SEO to attract organic traffic and paid search to retarget visitors with personalized ads can lead to higher conversion rates and increased order values.

Keyword Strategy for Both Channels

Coordinating keyword strategy between SEO and paid search ensures a consistent message and maximizes coverage in search results. This integrated approach can capture both organic and paid traffic, driving more high-value visitors to your site.

Brand Consistency for Both Channels

Maintaining unified messaging across SEO content and paid ads reinforces brand consistency and trust. This consistency helps to build a seamless customer journey from initial search to final purchase, encouraging higher spending per transaction.

Integrating these search strategies maximizes their impact on AOV, driving higher-order values and enhancing revenue. Schedule a consultation with us to learn more about how to implement SEO and paid search to influence your store’s AOV.

About the Author

Jeff Romero

Founder of Octiv Digital, University of Utah alumni, drummer and digital marketer for local businesses, e-commerce organizations and more. I write on the Octiv Digital blog about SEO, paid search, web development and analytics.


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