Pay-per-click, or PPC, is one of the most commonly used paid marketing methods by businesses to get their services and products in front of the audience. This is one of the best ways to attract traffic to a business’ website when organic traffic is hard to get.
Many large eCommerce businesses spend millions of dollars to get traffic to their website. Hence, eCommerce PPC management has become extremely important as these campaigns can be optimized to reduce the cost per acquisition.
If you want to understand how the best PPC practices can bring traffic to your eCommerce website and improve the Return on Investment or ROI, keep reading.
Understanding the basics of PPC for eCommerce
The traffic to your eCommerce website is what determines whether your website is going to sell or not. If you want to drive sales and grow as a top eCommerce business in the world, PPC is something you need to consider.
What is the beauty of PPC is that your campaigns are extremely targeted and value-adding. You present your service or product to the person actively searching for the same online.
In addition, you only pay for the advertisement when a person clicks on it. As a result, you can do a lot of things to ensure that your eCommerce ads bring down the cost-per-click and improve the ROIs.
Best practices for PPC in eCommerce
To ensure that your ad is working out the best for your business in terms of traffic, cost, and relevance, you must always pay attention to the ads. However, there is a strategic approach that you can follow to make sure that your eCommerce ads are working.
Some of the best practices that you can leverage and apply to your own PPC campaigns are as given below:
Target the right audience
The first thing you need to take care of when setting up your PPC campaign is to understand your eCommerce and what they need. These insights on the audience will help you target the right audience with the right ad copy.
Craft a compelling ad copy
Next, you must ensure that your ad copy is impressive, compelling, and value-adding. When the searcher looks for a particular product or service, the ad that appears must entice and encourage them to click on it and reach your website.
Select the right keywords
When you decide to create a PPC eCommerce ad, one of the important things you must do is research and find the right keywords. Understand the intent of the keywords and search. Ensure that there is a buying intent behind the keyword if you sell a product or service.
Optimize landing pages for conversions
The landing page is one of the biggest elements of a successful purchase after a visitor has clicked on your ad and landed on your website. It has to be designed well with just the right information that the user needs to make the purchase. Hence design the landing page for the user to help them find the answer to their question.
Implement retargeting campaigns
Retargeting campaigns are the best to acquire customers who have clicked on your ad and then abandoned the search. With retargeting, you can follow the visitor across multiple websites and social media platforms to encourage them to buy from you. This way, you can complete the cycle of purchase.
Tips for maximizing PPC ROI
Now that you have understood the best practices you must adopt, ask yourself this question—is this enough?
Not nearly! You must also use the following tips that will help you optimize your ROI for better CPA.
Setting realistic and measurable goals
When you set your PPC goals, ensure that you are setting realistic goals that can be assessed. You need to quantify your results to ensure that your eCommerce ads are going the way you want or take corrective actions.
Bid management strategies
There are diverse bid management strategies you can follow to ensure that your ad quality score is better than your competitor’s and your ad ranks higher on the ad section on the search engine. If you are unable to do it, hire an eCommerce PPC agency that can do it for you.
A/B testing to improve campaigns
One of the interesting things about PPC is that you can test your eCommerce ads to see which one is working the best and use the same to improve traffic and ROI. You may also find that one ad might work well on weekends while another works well on weekdays. Using such insights, optimize your campaigns for better results.
Automate and streamline PPC efforts
Many believe that PPC efforts need to be always done by humans. While human oversight is important, you can now use programmatic PPC campaigns to automate your PPC ads and make them work. This can save you a lot of time and effort.
The common PPC pitfalls you must avoid
While there are many ways that an eCommerce business can use PPC to bring more traffic and sell products, they also need to be careful with their approaches. If you didn’t know better, there are many pitfalls that many businesses find themselves in when navigating the challenging waters of eCommerce PPC advertisement.
Here are a few of them so you can avoid them next time you are prepping up a new eCommerce ad for your business.
Overbidding on ineffective keywords
While creating an eCommerce ad, there could be a range of ineffective keywords that you may be compelled to bid for. However, be wary of them and stop overbidding them, as it will lead you to lose money. You need to choose your keywords carefully and stop overbidding ineffective keywords.
Failing to monitor and adjust campaigns
Most businesses believe that creating an ad campaign is enough, and they can reap all the benefits. If your business is thinking like that, you are sure to lose a lot of money and traffic. With a PPC ad, you need to keep monitoring the same, collect data, and make better decisions to adjust the same. This is one of the best ways to see if the ad performs well and change it if not.
Not using negative keywords
Effectively using negative keywords can save you a lot of money and help you optimize your campaign budget exceptionally well. Therefore, conduct adequate research to understand what your negative keywords are and use them intelligently on your ad to make sure that your ad does not show up for them.
Ignoring mobile optimization
It is believed that most online searches now happen online. Hence, you must optimize your PPC campaigns for mobile phones as well. Failing to do that may cost you dearly as your ad won’t appear polished to the people who search for your product online, and they will go to your competitor.
Conclusion
For most eCommerce businesses, paid advertisements can be one of the biggest ways to get traffic. However, investing in PPC can also be challenging as it involves large investments. Therefore, businesses must have an excellent PPC strategy to optimize the campaigns and make them work.
If you are a business looking for an experienced and expert eCommerce PPC agency to help you, Eco York is the best for pay-per-click management in York, PA.
We have worked extensively with a range of small and big eCommerce businesses, offering customized eCommerce PPC management services. We have got experts who can optimize your eCommerce ads and improve your ROI.
Talk to our client support team to learn more!
