eCommerce PPC management involves creating, tracking, and optimizing pay-per-click campaigns that drive traffic to eCommerce websites. An omnichannel PPC presence can make a huge difference in the online marketplace, which is why PPC marketing has become one of the top three best channels for high-volume leads.
In this guide, our experts discuss what eCommerce PPC management is, how to set up an effective eCommerce PPC strategy, and why you should consider hiring a PPC agency.
Table of Contents
- What Is eCommerce PPC Management?
- How Does eCommerce for PPC Work?
- How To Set Up an eCommerce PPC Campaign in 6 Steps
- 7 Key Elements of Successful eCommerce PPC Management
- eCommerce PPC Management - 7 Best Practices
- 6 Advantages of eCommerce PPC Management
- How Does an eCommerce PPC Agency Works?
- 10 Main Benefits of Hiring an eCommerce PPC Management Company
- Who Should Hire a PPC Agency?
- eCommerce PPC Management – Key Takeaways
- eCommerce PPC Management FAQs
What Is eCommerce PPC Management?
eCommerce pay-per-click (PPC) management tracks the performance of PPC ad campaigns for eCommerce businesses. Common metrics include average ad position, click-through rate, cost-per-click, leads, sales, calls, and more.
eCommerce PPC management services are based on data-backed research to select the right assets, platform, and target market. Other tasks include managing and tweaking bids, monitoring key search queries, conducting A/B testing, and account structuring.
eCommerce PPC ads can be optimized throughout the campaign, with robust keyword research as the foundation.
How Does eCommerce for PPC Work?
Google generates over 80 billion monthly visits and processes hundreds of thousands of searches per second. Furthermore, 55% of consumers rank search as their top source for purchasing information. This massive audience is primed for advertisements on the search engine platform they use to look for potential solutions to their problems.
This is the landscape in which PPC thrives. Paid advertisements that appear at the top of search engine results pages (SERPs) target specific audiences, encouraging them to click on the ads to drive traffic, generate leads, and increase conversions for online businesses. PPC campaigns can generate results within a short period if the right keywords are used in compelling ad copy and the correct audience demographics are targeted.
In this advertising model, retailers only pay each time someone clicks on one of their ads. The best bidding strategy depends on your business goals, keyword competition, and target audiences. Google Ads also allows for automated bidding to maximize return on ad spend (ROAS) and boost conversions for eCommerce businesses.
How To Set Up an eCommerce PPC Campaign in 6 Steps
- Create an Account
- Choose the Right Keywords
- Create the Ad Copy
- Set the Bids
- Launch the PPC Campaign
- Monitor and Optimize
1. Create an Account
The first step in launching a PPC campaign for eCommerce is to create an account on the platform you want to advertise on, such as Google Ads or Facebook Ads. There, you’ll initiate a campaign with specific ad groups, keywords, and target audiences.
2. Choose the Right Keywords
Choosing the right keywords for your PPC campaign is an essential step on which its success depends. Use research tools to identify the most relevant keywords your target audience will likely use when searching for products or services like yours.
Tools like Ahrefs, Moz, SEMrush, or Google Keyword Planner will also provide valuable insights about keywords your competitors rank for and use in their PPC campaigns.
3. Create the Ad Copy
Once you’ve identified the most potent keywords, create ad copy that will grab the attention of your target audience. Write compelling headlines and descriptions; complement them with persuasive calls to action (CTAs) that will entice users to click on your ad.
4. Set the Bids
Bids are the maximum amount of money you are willing to pay for each click on your ad. After creating the ad copy, set the bids for your keywords.
5. Launch the PPC Campaign
Once you set all the parameters, you can launch your PPC for eCommerce campaign. When users search for relevant keywords, your ads will appear as sponsored results on SERPs, partner networks, or social media websites.
6. Monitor and Optimize
The work doesn’t stop at the launch of your campaign; in fact, it is where it begins. You must track the campaign's performance and optimize its elements to improve results. Analyze metrics, such as click-through rates (CTR), conversion rates, and cost-per-click (CPC). If results aren’t satisfying, consider changing keywords or adjusting the ad copy, bids, and targeting parameters to improve performance.
For example, the average CPC for Google Ads is $4.22. If your metrics aren’t close to this benchmark, it’s best to retool your PPC strategy.
7 Key Elements of Successful eCommerce PPC Management
These are the seven key elements responsible for successful eCommerce PPC management:
- Clear Goals
- Keyword Research
- Ad Copy
- Landing Page Optimization
- Ad Targeting
- Campaign Monitoring
- A/B Testing
1. Clear Goals
By defining specific and measurable goals, such as sales, leads, or website traffic increase, you can better track and optimize the performance of your PPC campaigns. Clear goals can also help you use your budget more effectively, focus on the most important metrics, and make informed decisions about campaign strategy and tactics.
Without clear goals, it will be difficult to direct your campaign and measure its success.
2. Keyword Research
One of the most important elements for successful PPC management is keyword research, which identifies the most relevant and high-converting keywords to target in your campaigns.
Selecting the right keywords ensures that your ads will be shown to the right audience and improves your ad's relevancy and quality score. This helps drive more traffic and conversions to your eCommerce store and ultimately increases your return on investment (ROI).
Use some of the best keyword research tools (Google Keyword Planner, Moz, or Ahrefs) to identify the most high-value keywords for your campaigns.
3. Ad Copy
The first thing potential customers see on your PPC ads is the text. Ad copy often determines whether customers will click on your ad or skip it. Well-crafted text can capture your audience's attention, convey your products' unique value proposition, and encourage people to act, ultimately leading to more clicks, traffic, and conversions. Make sure your ad copy is relevant and compelling to your target audience.
4. Landing Page Optimization
By optimizing your landing pages to be relevant, user-friendly, and optimized for conversions, you can improve the overall quality score of your ads, increase your CTR, and generate more conversions.
Optimized landing page design should also be easy to navigate, mobile-friendly, and have an optimal loading speed. They will reduce bounce rates, improve engagement, and increase the chances that a visitor will follow CTA instructions and take the desired action on your website (making a purchase, filling out a form, or subscribing to a newsletter).
5. Ad Targeting
Effective ad targeting ensures your ads will be shown to the right audience. By targeting specific demographics, locations, interests, and behaviors, you will reach the right people at the right time, improving your ads' relevance and effectiveness. You will increase the likelihood of conversions and clicks and make the most of your ad spend.
6. Campaign Monitoring
Monitoring your PPC campaign allows you to track its performance in real time and make data-driven decisions about adjustments, optimizations, and budget share. Metrics, such as CTR, conversion rates, CPC, and ROI, can help identify improvement areas that will increase your campaigns' effectiveness.
Effective campaign monitoring can also help identify issues or opportunities early on, reduce wasted ad spend, and improve your eCommerce PPC ads' overall performance and success.
7. A/B Testing
A/B testing allows you to compare different ad versions to identify the most effective approach. By testing different elements, such as ad copy, CTAs, and visuals, you can identify which elements are most effective at driving clicks and conversions. Effective A/B testing can improve overall performance and ultimately lead to more successful and profitable eCommerce PPC management.
By prioritizing these key elements, you can create successful PPC campaigns that drive traffic, boost conversions, and grow your eCommerce business.
eCommerce PPC Management - 7 Best Practices
Here are the e-commerce PPC Management best practices:
- Picking the Right Times
- Keeping Up with Seasonal Demand Shifts
- Improving the Click-Through-Rate
- Optimizing the Product Page and Feed
- Choosing Relevant Keywords
- Creating a Good User Experience
- Harnessing Google Shopping Ads
1. Picking the Right Times
To maximize ad spending, it is important to conduct testing to identify the days of the week and times of day when customer engagement with ads is at its highest.
2. 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. It is important to track these patterns and balance out demand and supply.
3. Improving the Click-Through-Rate
Getting clicks is the first step of the funnel. Improving the click-through rate involves optimizing ad copy and other critical elements to attract more leads. PPC advertising platforms can monitor different advertisement responses, so businesses know which ones lead to clicks and, eventually, conversions.
4. Optimizing the Product Page and Feed
Your leads are bound to click away if your landing page or product pages don’t meet their expectations. They will not hesitate to engage with or purchase from your competitor instead. To optimize your ads and web pages, include relevant information and graphics that will help sell your product. Furthermore, make it easy for prospects to complete the intended action after they click on your ad.
Maintaining the product feed is equally crucial. The product feed is the sheet sent to Google Shopping and other channels that display your products on search result pages. If the feed is outdated, it can damage the brand’s reputation and lead to a loss in revenue. It is best to review and update feeds when new features are added, or any changes are made to the listings.
5. Choosing Relevant Keywords
Relevant keywords will lead to an effective and engaging PPC campaign. Deep research can help you find the best phrases related to the product, the users' needs, and industry trends.
Along with short phrases, long-tailed keywords should also be included because they often have less competition and more accurately reflect searchers’ intent. Delivering a clear solution to the users with these keywords can lead to a better conversion opportunity.
Include negative keywords for searches that you don’t want your brand to appear in. This approach helps avoid traffic and clicks from users who won’t be interested in your offerings.
6. Creating a Good User Experience
Ensure a seamless user experience by making the purchase process quick and easy. The right shopping cart platform for your website is an important choice, as it will dictate the steps that customers need to take. An easy checkout process involves seamless cart experiences and short customer forms that will not overwhelm and put off prospects.
7. Harnessing Google Shopping Ads
Google Shopping Ads appear at the top of SERPs and are bound to attract the eyes of your leads when they look up relevant keywords. In-depth keyword analysis and targeted ad campaigns will engage untapped markets and reap rewarding results.
This platform allows these ads to be monitored and improved over time. This requires a deep understanding of creating PPC strategies, how ad groups are structured, and the most effective messaging on landing pages.
6 Advantages of eCommerce PPC Management
Here are some of the PPC benefits that demonstrate the importance of this type of marketing for eCommerce:
- Low Barrier to Entry
- Acceleration of Business Goals
- Controlled and Target ed
- Search Engine Optimization (SEO)
- Balanced Marketing Budgets
- Quick Traffic Boost
1. Low Barrier to Entry
Small businesses and startups don’t have huge marketing budgets. eCommerce PPC marketing is an easy process as it requires less time, money, and effort. Compared to other forms of marketing, it can provide a faster ROI and significant value, providing an edge over competitors with larger budgets.
Ad spending can be increased over time as the business grows and once performance metrics are evaluated thoroughly.
2. Acceleration of Business Goals
PPC advertising campaigns can help increase sales and revenue, thus giving businesses more financial power to meet their goals. Startups can accelerate their growth and expand audience reach when they market their offerings successfully.
3. Controlled and Targeted
PPC models such as Google Ads allow you more control over your budget and the audience you wish to target. And with Google Analytics, you can create granular target groups that will see your ads. This approach can help you with demographic information for all future campaigns.
Targeting can also be done with A/B testing to reach audiences that are more likely to engage with your offerings. When these people click on an ad, they are legitimately 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 ideally leading to more visibility. Understanding the ideal audience segments will help you optimize the campaign and positively impact your overall marketing strategy.
4. Search Engine Optimization (SEO)
eCommerce PPC campaigns can positively impact SEO strategies; however, it is essential to note that PPC isn’t a replacement for the same. With your ads placed at the top and engaging content ranking on the first page of search results, your brand can capture even more leads due to perceived authority.
5. Balanced Marketing Budgets
Spending on PPC ads can easily be controlled as you only pay for clicks. Negative keywords can also streamline your spending, as it ensures that only interested and engaged leads will see your ads. Choose the right keywords that aren't too competitive and, hence, manageable in terms of cost.
6. Quick Traffic Boost
Effective eCommerce PPC management can bring traffic to your store almost instantaneously. While the sales funnel is primarily involved in converting leads, increased traffic will play a crucial role in bringing audiences to your website to explore your offerings.
How Does an eCommerce PPC Agency Works?
eCommerce PPC agencies manage paid advertising campaigns on behalf of online retail businesses. Their seasoned expertise and deep understanding of the eCommerce PPC landscape means they can create tailored campaigns that generate higher conversions and revenue for their clients.
PPC agencies collaborate closely with eCommerce businesses from initial consultation to campaign launch, performance tracking, testing, and beyond. They also stay updated with changing trends in eCommerce, search engine algorithms, and consumer behaviors, so they can adjust and improve their PPC strategies.
10 Main Benefits of Hiring an eCommerce PPC Management Company
Some of the most notable benefits of hiring an eCommerce PPC management company are:
- Expertise: PPC management firms employ highly skilled and experienced individuals who specialize in optimizing and managing online advertising campaigns.
- Cost-effectiveness: Their teams can spend your advertising budget efficiently.
- A/B Testing: They test and adjust ad campaigns constantly to boost performance and user engagement.
- Ad Positioning: eCommerce PPC management companies make sure your ads are displayed in the correct places and at the appropriate times to reach your target demographics.
- Targeting: PPC professionals use demographic, regional, and behavioral targeting to effectively reach out to potential customers.
- Keyword Research: They perform extensive keyword research to identify the most relevant and cost-effective phrases for certain products or services.
- Ad Copy Optimization: A primary offering of PPC professionals is the creation of attractive ad copy that promotes clicks and conversions.
- Tracking and analytics: They set up and monitor analytics tools to gauge campaign success and make data-driven decisions.
- Budget Control: They will manage your budget correctly to avoid overspending and maximize ROI.
- Scalability: As your eCommerce business grows, PPC management professionals can easily expand your advertising efforts accordingly.
Who Should Hire a PPC Agency?
Given the intensive competition across all niches in the online retail landscape, eCommerce businesses of all types and sizes can benefit from hiring a PPC agency. PPC experts are equipped with extensive knowledge and tools to increase online visibility, increase sales, and generate leads via targeted ad campaigns.
Here are some examples of entities that can benefit from eCommerce PPC agencies:
- Small businesses and startups looking to make an impact in their niche
- Businesses with existing PPC campaigns that are not driving significant results
- Companies with no in-house marketing teams
- Brands seeking immediate advertising results
- Businesses launching new product lines or expanding into new markets
eCommerce PPC Management – Key Takeaways
Intensive keyword research, structured ad campaigns, and compelling ad copy are just the tip of the iceberg for an effective eCommerce PPC management strategy. Businesses can opt for assistance from experienced PPC agencies and firms so they can focus on other essential tasks.
eCommerce PPC Management FAQs
1. Which is better, SEO or PPC?
This depends on various factors, such as your goals, budget, competition, and industry. SEO is a long-term strategy that improves your website's organic search rankings and drives traffic. In contrast, PPC is paid online advertising that focuses on targeting specific keywords and audiences to increase conversions.
When deployed separately, SEO and PPC strategies provide many advantages, but combining them will bring the most benefits for your business.
2. Which is cheaper, SEO or PPC?
SEO is generally cheaper than PPC in the long run, as campaigns can be launched at minimal costs, even for free. SEO takes a lot of time and effort, but it will result in sustained traffic and consistent conversions when done correctly. On the other hand, PPC can be more expensive in the short term as you pay for every click or impression, but it can provide more immediate results.
However, the cost of both SEO and PPC can vary depending on factors such as competition, industry, and the specific strategies and tools used.
3. Is PPC good for B2B?
Yes, PPC advertising can be an effective strategy for business-to-business (B2B) companies aiming to reach and engage with their target audience. PPC can help generate high-quality leads and drive traffic to specific landing pages or products by targeting relevant keywords and audience demographics.
4. What is the disadvantage of PPC?
One of the main disadvantages of PPC advertising is that it can be expensive, especially for highly competitive keywords. Since advertisers pay for each click on ads, expenses can quickly add up, and a PPC campaign can quickly become cost-prohibitive.
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