eCommerce PPC Management – A basic guide
If yours is an eCommerce brand, then your sales figures form the driving force to success. PPC (pay-per-click) advertising is meant to grow the brand, and appropriate eCommerce PPC management can help to drive additional sales. This management can be done by our in-house team or by hiring an external specialist agency.
PPC campaigns help to maintain a steady source of traffic via digital advertising. They are an important part of any organization’s digital marketing plan. PPC is an effective advertising strategy capable of bringing major benefits to any brand. Consequently, eCommerce PPC management is equally important.
In this article, we attempt to define PPC management, why it should find a place in eCommerce businesses, and the best practices that can be followed to make our PPC campaigns a success. We will also discuss the benefits of hiring an external agency for eCommerce PPC management in achieving your marketing goals.
eCommerce PPC Management
PPC is a class of digital advertisements in which the brand pays for the ad only when the user clicks on it. For any eCommerce brand, PPC advertisements would promote the online store and products/services that can be purchased. eCommerce PPC management refers to the process of monitoring and managing PPC advertisement spending and running PPC campaigns.
Successful PPC management involves continually optimizing PPC ads during the ad campaigns and also keeping track of those areas that need improvement. Improving performance metrics is key to successful eCommerce PPC management.
The PPC campaigns are built on keywords which act as the foundation. Companies running PPC campaigns bid on different keywords that are related to their industry, products, or services and pay the winning bid amount for every click.
PPC Marketing – Why it is essential for eCommerce businesses
PPC marketing and running PPC ads are essential components of any eCommerce business as these brands exist in the online realm. It is vital to capture the audience through online advertisements and get them to buy your product/service. There are many benefits for eCommerce businesses that run PPC campaigns. Let us see some of the key benefits.
- Quick increase in traffic
PPC ads are designed to bring in new traffic to your website or eCommerce store almost immediately. While this is only the first step, you have to make sure that you convert these leads into customers via your sales funnel. The increased traffic provides a good chance to improve conversion rates, bring in new customers to explore your product/service range, and even turn them into long-term loyal customers.
- Helps to achieve business goals
PPC campaigns contribute to helping you achieve your business and revenue goals. As PPC ad campaigns give fast results, it is possible for your eCommerce business to quickly steer yourself forward in the direction of your business and revenue goals. Content marketing, on the other hand, is an example of a strategy that takes a long time to pay off, perhaps in the range of months or years.
- Helps to target advertising
Controlled and targeted advertising with PPC campaigns also provides greater control over your advertising budget. PPC advertising models help to create target audience groups that are granular for who the advertisements are displayed. The advertisements do not play for any person who types in the keyword. This means that you can run your PPC campaigns for granulated groups by digging deeper into the demographic information that you have at hand.
- Helps to control marketing budgets
Advertising budgets can go out of control and this happens more often when you are trying to compete with larger brands with unlimited spending capabilities. PPC ads can help you in a situation and allow you to control your marketing budget by allowing you to only pay for ads that are clicked. Finding out keywords that are less competitive by doing thorough keyword research is yet another way of incurring manageable costs per click.
Ecommerce PPC Management – 8 best practices
To successfully run PPC campaigns, you have to include a few practices of eCommerce PPC management as part of your strategy. By implementing best practices and ensuring that you and your team follow them through, campaign results can be greatly improved. Following are 8 best practices that can be implemented to manage your brand effectively.
- Improving Your Ad Click-through Rate (CTR)
The CTR of your ads is a metric that refers to the rate of people that see your advertisement compared to others who click on the advertisement. Improving this metric or getting more clicks is the first and most important part of bringing a new lead through the sales funnel to making an eCommerce purchase.
You can improve your CTR by spending time optimizing your advertisement copy and running offers to attract more customers to click on them. PPC advertising platforms help you to monitor the responses and determine which one brings you the highest CTRs.
- Choosing the right keywords
The success of PPC campaigns largely depends on the keywords that you choose. They form the foundation of the campaigns. You have to spend time finding those keywords related to your industry which the prospective buyers type into search boxes.
There should be both short and precise keywords but also long-tailed ones that closely match the exact queries which people type into search engines. This would bring in two types of buyers: the ones who are looking exactly for a product like yours and others who are ready to buy your product or service.
- Adding negative keywords
It is also a good idea to include negative keywords, that is, the keywords you do not want to be found for. This is in addition to the keywords that you want to appear for. The negative keywords help to filter out those prospects who you are sure will not convert as they are not looking for your product or service. A negative keyword can help you to manage your advertisement campaigns to granular levels.
- Optimizing your product pages
The ultimate goal of eCommerce PPC management is to bring new leads for your product or service. This may not happen if your product pages are not optimize and it may cause the new leads to bounce off your website. Moreover, they may not choose to look at your advertisements even in the future.
You can optimize your product pages by using images and clear relevant information about your products and services making it easy for the customer to buy.
- Updating product feed
For your product information to be updated and displayed appropriately in listings, your product information sheet that you send to shopping channels should be the latest. If your product sheet is outdated, you can lose clicks, lose customers, and damage your brand reputation. Update your product feeds at regular intervals and as soon as a new product/feature is introduced.
- Creating a pleasant shopping cart experience
For your prospects to ultimately buy your products and make the payment, the shopping experience has to be good. For this, you have to keep in mind a few points like choosing the best cart platform. Do not compromise on the quality for the cost. Next, instructions have to be clear at every step of the process. The process should not be overbearing and should be designed to encourage checkouts.
- Using Google Shopping Ads
PPC advertising also includes different ad formats like Google Shopping Ads. These are the ones that appear at the top of a SERP when users type in product-related keywords. These ads can also be monitored and optimized for the best outcomes.
- Running dynamic targeting campaigns
Dynamic targeting campaigns are the ones that allow you to run different campaigns on a single website. The dynamic advertisements are designed to automatically categorize your eCommerce products and services. Which can then be filtered for each user and then used to retarget leads who have bounced from your website.
What are the Benefits of Hiring an eCommerce PPC Management Company?
For proper eCommerce PPC management, you require a lot of time and effort from you and your team without which the results may not be good. This is a difficult proposition for most brands. Hiring external eCommerce PPC management agencies is perhaps the best solution.
These specialists will have in-depth knowledge about eCommerce PPC management and can help you to derive the best results for your campaigns. They will be able to help with managing bids, keyword analysis, geo-targeting, performance analysis, creation of landing pages, monitoring campaigns, PPC testing, A/B testing, monitoring ad campaigns, etc., and more. Your team can free up their time for more productive core business needs.
How SayOne Digital Can Help
Your eCommerce business will likely require a performing PPC campaign to drive new customers and sales revenue each day. At SayOne, we’re an eCommerce PPC management services agency with Google Ads pros that can focus solely on optimizing paid search campaigns for eCommerce websites like yours.
SayOne digital have experts who understand Google Shopping and other subtle intricacies within the AdWords platform. We manage your eCommerce PPC campaigns through extensive research and planning. We will propose an initial plan to optimize the ad campaign and then tweak the campaign each period (agreed upon mutually) when going forward. All the while, we keep a close eye on the results on an everyday basis. We also have eCommerce SEO experts who can help to create fully balanced, well-rounded search marketing campaigns for your eCommerce business.
FAQs
1. What is ecommerce PPC management?
Pay-per-click (PPC) digital advertising is a form of marketing where a brand only pays for an advertisement when a user clicks on it. PPC would advertise the present online store and available products for an eCommerce brand.
2. What is the best way to manage ecommerce PPC effectively?
Remarketing, also known as retargeting, is valuable for a variety of industries, but it’s especially helpful for PPC ads for e-commerce. It can increase your campaign’s clickthrough rate (CTR), improve your return on investment (ROI), and more. It’s a terrific idea to nurture your funnel with dynamic remarketing.
3. Which software is used for PPC?
