Global e-commerce is snowballing, and so is the digital advertising space. An omnichannel PPC presence is all that makes a difference in the online marketplace. This has led PPC marketing to be ranked as one of the top three best channels for high-volume leads.
However, businesses might lack time and skill to manage their online presence, which is where professionals can help.
Boosting sales, and driving growth, are the key factors of development for an e-commerce brand.
E-commerce PPC management is a crucial aspect of the advertising structure, which is why businesses need to realize its importance.
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What is PPC Management?
PPC (Pay-Per-Click) is an internet advertising model in which the brand pays only when the user clicks on an ad. This model is unlike traditional marketing, as businesses only pay when the ad is clicked. However, just like other advertising models, the goal here is to drive traffic.
Management of the PPC refers to monitoring and spending the PPC ad campaign. Additionally, PPC can track average ad position, click-through rate, cost-per-click, leads, sales, and calls.
The deliverables of this model include creating an advertisement plan, establishing the budget, and optimizing the costs for businesses to reach their goal efficiently. Apart from promoting the current online store, PPC can help businesses place their products on platforms such as Amazon, Bing, and Google in a better way. These include Google search ads, dynamic ads, organic ads, and social media advertising.
ECommerce PPC services are based on data-backed research, selecting the right assets, platform, and target market. The tasks further include managing and tweaking bids, monitoring key search queries, conducting A/B testing, and account structuring.
PPC ads can also be optimized during the ad run with the performance metrics. It uses keywords as the campaign foundation.
The Importance of PPC Marketing for eCommerce
With businesses being a part of the virtual space, it has to break through the noise to set themselves apart from the competition. And that’s where PPC marketing for eCommerce can help you with:
Here are certain benefits of PPC for eCommerce:
Low Barrier to Entry
Small firms and startups don’t have a huge marketing budget. PPC Marketing is an easy process for firms as it requires less time, money, and effort. Compared to other forms of marketing, it can offer a higher ROI and significant value to the firms. This can help firms maintain an edge over competitors with a larger marketing budget.
Spending on campaigns can be increased after studying the conversion metrics.
Acceleration of Business Goals
As traffic grows, campaigns can boost their operations to meet the revenue requirements of the business. However, eCommerce businesses need to remember that making sales requires a blend of multiple activities.
Hiring professional services helps develop the product line, design new products, hire staff, and boost new products. On the other hand, an unqualified team or agency can turn out to be counterproductive.
Being quick, PPC campaigns are ideal for businesses that seek prompt results. In comparison, other strategies may take a long time to show results.
However, all the options available for PPC might not be the best fit for your business. These ad campaigns might differ for B2B and B2C models and audiences on diverse platforms.
Controlled and Targeted
PPC models such as Google Ads allow you more control over the budget and the audience you wish to target. However, it is necessary to note that even if you use Google ads and not Google Analytics, you might miss out on precious information.
Using such tools creates granular target groups for the ad's display. This approach can help you with demographic information that can be used for any other campaign for specific audiences.
Targeting can also be done with A/B testing to reach out to audiences that are relevant to your offerings. When someone clicks on an advertisement, it is sure that they are interested in your offer and have a fair chance of moving ahead in the sales funnel.
It also allows control over when and where the ad will appear influencing its placement and leading to more visibility. Understanding the target audience segments can help you optimize the campaign to positively impact your audience's online behavior.
Search Engine Optimization (SEO)
Your marketing efforts are enhanced by SEO.
PPC campaigns can also help with SEO strategies; however, it is essential to note that PPC isn’t a replacement for the same. This is where writing strong SEO content comes into the picture.
PPC campaigns can help with SEO strategies too. A/B testing is also a common practice that can be harnessed to enhance PPC practices. It can assess which advertisement gets more engagement through clicks and impressions when conducted correctly. This can help pivot the strategy in a more rewarding direction.
Balanced Marketing Budgets
Marketing budgets usually get out of hand, especially when you are just starting to gain visibility.
However, PPC ads can be different as you only have to pay for the clicked ads. Keywords can further be streamlined by striking out irrelevant keywords so that your marketing costs are not spent on ads targeted at users that are not your audience. Businesses can also pick the keywords that aren't high on competition and hence are manageable in terms of cost.
Quick Traffic Boost
With a conducive price model, PPC can drag traffic to your store almost instantaneously. PPC offers various campaigns to choose from. Besides the immediate needs, campaigns can also be run to amplify app downloads, increase brand awareness, and increase traffic to e-commerce sites.
These goals can be achieved with social media, search and display, Google ads, and Instream ads, to name a few.
While the sales funnel is primarily involved in converting your leads, the derived traffic can still play a crucial role in bringing audiences to your website to explore your offerings.
ECommerce PPC Management - Best Practices
To reach successful outcomes, it is necessary to have a well-rounded PPC strategy for e-commerce.
By implementing the best practices, it is possible to improve the campaign results and book an excellent profit margin.
Here are the e-commerce PPC Management best practices:
Picking the Right Times
If a business has just begun its marketing operations, it can run its ad 24/7. Although, down the road, companies should conduct testing to identify times when engagement is at the highest. These insights can allow you to tweak your strategy.
Managing the PPC campaigns and scaling the business can take plenty of time. The professionals in the field are well-versed and will know the metrics to follow. If you are not a professional, handling the same can be hefty.
To scale effortlessly, redundant advertising strategies need to change with the developing times.
Keeping Up with Seasonal Demand Shifts
To keep up with the seasonal demand shifts, demand for the offering should be tracked throughout the year. Even if your business isn’t affected by seasonal spikes, your campaign may experience its effects.
You can adjust the timings of your ad from busiest to slowest to balance out the demand and supply patterns in case of spikes. This will optimize the business to make maximum sales around the year.
Improving the Click-Through-Rate
The Click-Through-Rate refers to the rate of people who click on your advertisement.
Getting clicks is the first step of the funnel. Improving the click-through rate implies optimizing the copy and other aspects to bring in leads. PPC advertising platforms can monitor different advertisement responses to know about elements that bring in clicks and eventually conversions.
Optimizing the Product Page and Feed
Your leads are bound to bounce off the page if your product pages and feed aren’t optimized per the current metrics and your audiences' expectations. This might cause your audiences to not engage with your brand
This can be done by adding relevant information and graphics that help sell your product, making it easy for prospects to purchase.
Likewise, maintaining the product feed is equally crucial. The product feed is the sheet sent to Google shopping and the rest of the shopping channels that display your products on the listings.
If the feed is outdated, it can damage the brand’s reputation and lead to a loss in revenue. It is suggested to review and update the product periodically feeds, for example, when a new feature is added to a product.
Choosing Relevant Keywords
Relevant keywords form the crux of an effective PPC campaign.
Deep research can help find keywords related to the product, the users' requirements, and the industry.
70% of the search traffic comes from phrases that are 5-6 words.
Along with the short keywords, long-tailed keywords that align with the exact queries asked by users should also be included. Businesses should note that the long-tailed keywords have less competition but have more intent. Delivering the clear solution to the users with keywords can help with a better conversion opportunity.
Apart from the keywords you want to be found, you should also consider adding negative ones for which your brand doesn’t want to appear. This approach helps avoid traffic that isn’t interested in your offering.
It helps businesses avoid paying for ads that show up for irrelevant audiences. By adding negative terms to your list, search engines are signaled not to waste the budget on audiences that the business doesn’t cater to.
Creating a Good User Experience
Ensure creating a seamless user experience by making the purchase easy. Picking the right shopping cart platform is one of the primary steps. A lower-quality platform can give a poor experience.
Consider each step of the buying process and establish that instructions for each step are clear for the buyers, checkouts are encouraged, cart experience is optimized, and the forms aren’t long enough to overwhelm the prospects.
Harnessing Google Shopping Ads
These ads appear at the top of the search engine and are bound to attract the eyes of your leads when users search for relevant keywords.
63% of people have clicked on a Google Ad which makes it a practical, and well-known advertising platform. An in-depth keyword analysis can help identify the untapped market and reap rewarding results.
The Google platform allows these ads to be monitored and eventually improved. This requires understanding the PPC campaigns used, how ad groups are structured and messaging on landing pages.
ECommerce PPC Audits
For refined results, firms should always consider conducting a PPC audit. A complete review of the campaign can assist in finding areas for improvement and directing your budget efficiently.
Here’s what you can do:
Businesses need to pick a specific date range to assess the metrics. Studying months of data can provide invaluable insights but will require more time. Hence it is necessary to set realistic timelines to ensure that you can review the data well.
The insights from the campaign can help strengthen it without letting it go astray.
Evaluate the Ad Content
Looking at the most effective keywords can help check if those are relevant to your ad content. If the ad isn’t accurately presented, brands won’t be able to provide a better idea of the offering to the audience.
Ensure the ad content is clear, concise, and driven towards conversion.
Track the Ad Quality Score
The ad quality score is a metric by Google that helps assess your ad's effectiveness. The ad quality score is based on relevance, landing page, and click-through rate.
Ads with higher quality scores can help businesses know a better cost per click and ad positions on search engines. Reducing the cost and improving the quality score can thereby improve the campaign as a whole.
Businesses can revise their budgets by removing the underperforming ads to run new ads based on current data.
Hence, investing in ads and search terms that effectively meet your desired KPI is essential.
eCommerce PPC Management – Key Takeaways
The digital marketing trends continue to change, and keeping up with them could be a task. Doing so with enhanced knowledge before your competitors can be an added advantage.
Developed keyword research, structured ad campaigns, and writing compelling ad copy are just the tip of the iceberg. The PPC management strategy goes way beyond the basics.
An effective way for eCommerce PPC Management requires you to set aside time and effort from your team. Businesses can opt for assistance from third parties with eCommerce PPC Management so that it’s easy for them to focus on the other essential tasks.
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