How To Launch a Product Online: Guide from the Experts

Jan 4, 2024Ecommerce, PPC, SEO

Embarking on the thrilling journey of launching a brand new product online is like setting sail in the wild North Sea; there are fierce predators (competitors), an unruly environment (thanks Google) and the need to be prepared for anything that could happen. Get ready to dive into the world of new product launches with us as your expert captains!

Online marketing plays a pivotal role in the success of product launches. Leveraging digital channels not only increases reach but also allows for targeted and cost-effective campaigns. Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising are two cornerstones of online marketing, ensuring visibility and attracting potential customers.

Product Launch: Digital Strategies

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Pre-Launch: Being Properly Prepared

Setting Objectives and Goals

Before launching a product, define clear objectives and goals for your digital strategy. Whether it’s increasing brand awareness, driving sales, or expanding market share, having a roadmap will guide your efforts. It’s especially important to think about how these goals apply to SEO and PPC. Using projections to understand what is realistic and possible can be very helpful in setting healthy digital goals for your teams.

Identifying Buyer Personas

Understanding your target audience is critical. Create detailed buyer personas to tailor your marketing strategies and communication to specific demographics and preferences. Digital marketing data from Google Ads and other third party tools can help you to build these persons including demographic data and search behavior.

Market Research and Competitive Analysis

Conduct thorough market research to identify trends and consumer needs. Your SEO team is a strong resource for this stage in the preparation process. Online market research and data analysis is a skill that takes time to hone but can be one that is easy to do when you leverage the right partner.

Build the SEO and PPC Launch Plan

For SEO and PPC there are a number of key aspects that need to be mapped and considered prior to product launch:

  • What pages need to be created?
    Planning what content needs to be added to the site is critical. We need to plan where people will be landing from SEO and PPC efforts. Not only will you want to plan product pages but also consider what educational content needs to be created prior to launch.
  • Where do new pages live?
    Once you know what pages will be created you’ll need to map out where these pages will exist on the site. Do they fit in a current category or collection? Is there a new category that needs to be created for this new product? How will the URL for these pages reflect the hierarchy of the product to other products and categories?
  • How will these pages be connected within the site?
    We don’t want to create orphan pages and we want to make sure there is visibility to this content throughout the site. When thinking about internal linking consider the navigation, related products and related long form content.
  • Will this page compete with any current content on the site?
    If this is a totally new product, it’s unlikely that it will compete for the same topics and keywords as other pages; however, it does happen more commonly than you think. Let’s say you are launching a new “blue tulle dress” and you have a similar “short blue tulle dress” that was popular last year. You’ll want to consider duplication mitigation efforts like canonicalization or redirection for the old products.
  • Are these pages set up from a technical perspective?
    Will they be automatically added to the XML sitemap? Is Analytics tracking this page? Is this new page fully indexable?
  • Create a Timeline and Launch Plan
    Develop a detailed timeline for your product launch. Plan each step, from teaser campaigns to the actual launch day, ensuring a smooth and coordinated effort across all mediums.

Launching the Product

Executing the Launch Plan

On the launch day, execute the carefully crafted launch plan. Coordinate announcements across all marketing channels to maximize impact. Be aware that it does take time for new pages to be indexed and drive organic traffic to the site. Paid efforts and social media are great ways to drive traffic before organic impact takes hold. At this point you should submit any new pages to Google via Google Search Console to ensure they are seen and indexed as soon as possible.

Encouraging Reviews and Feedback

Encourage customers to share their experiences and leave reviews. Positive feedback enhances credibility and attracts new customers. This is also a great time to validate the you have the appropriate schema markup on your product page to pull reviews into the search results.

Post-Launch Marketing Strategies


SEO doesn’t stop after the product goes live. You should be monitoring rank and indexation of the new content as well as monitoring the gaps that you may have. It’s likely that as you start to drive awareness and traffic to a product that additional content needs will arise. You may find that people are asking a very specific question about the product that either should be added to the current product page or may deserve its own page to discuss. In order to continue building on a successful launch, you want to continue your SEO research and efforts to make sure the product doesn’t fizzle out.

Organic search is a key player in a successful product launch and it supports your other marketing efforts as well. Check out our article on how SEO impacts and benefits other marketing channels to understand this layered approach to marketing.


PPC is a powerhouse for the initial product launch. It drives immediate traffic from hyper-targeted search ads to the exact pages you want to highlight. It’s important to monitor and refine your PPC ads post launch. Once the campaigns have launched you’ll be able to collect data on what is working and what isn’t, make sure to take that data and make changes accordingly. Similar to SEO, PPC is not a one time thing. You need to monitor and manage your campaigns to get the best results.

Email Marketing

Email marketing is great for reactivating your current client base. Once you have that new product live, do an email blast to all your current customers. These individuals are likely already familiar with your brand and will be the most likely to buy a newly released product.

Emails can also be a great way to manage new customers that are interested in your product mix. Make sure to have CTAs to gather email addresses, whether that’s for a newsletter or coupon offer, these emails will prove invaluable for future marketing efforts.

Social Media

Don’t forget social media! You’ll want to meet your market where they are and this is where your personas come into play. You want to make sure you speak to the right demographic in the right space. Once you find that space, make sure your ongoing social media plan is consistent and connects to other marketing efforts for a clear consistent message.

Want to Amplify Your Online Visibility with SEO & PPC?

Want to Amplify Your Online Visibility with SEO & PPC?


Measuring and Analyzing Success

Now that you’re launched and planning for next steps, make sure to take the time to really dive into the data and make educated decisions. Here are key points of measuring your success.

  1. Setting Up Google Analytics and Tracking Tools: Implement tracking tools such as Google Analytics and Google Search Console to monitor website performance and user behavior.
  2. Monitoring KPIs: Regularly monitor Key Performance Indicators (KPIs) such as website traffic, conversion rates, and engagement metrics to evaluate the success of your online launch.
  3. Analyzing Results and Identifying Areas for Improvement: Analyze the gathered data to identify areas for improvement. Adapt your strategies based on insights gained from post-launch analysis.

In conclusion, a successful online product launch requires careful planning, effective marketing strategies, and continuous evaluation. By integrating SEO, PPC, and other digital marketing techniques, businesses can maximize their online presence and ensure a successful product launch. Follow these key steps, continually refine your approach, and watch your product thrive in the digital marketplace.

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