20 Tips for eCommerce PPC Marketing
20 Tips for eCommerce PPC Marketing
PPC, as is discussed in detail over at runrex.com, can be an excellent resource in generating immediate leads and sales, helping you grow your eCommerce store and take it to the next level. However, you need to get things right if you are to be successful, which is why this article should be of great help as it will look to highlight 20 tips for eCommerce PPC marketing.
Optimize your product pages
An important tip that will help your PPC marketing efforts is optimizing your product pages. As is explained over at guttulus.com, do your research and find out which keywords your audience is searching for online and add them to your title tags as well as to your product descriptions. Make sure that your descriptions are unique and relevant too.
Use branded and broad product keywords
Also, according to the gurus over at runrex.com, make sure you do both branded-term and broad-term keyword campaigns if you are to get the most out of your PPC marketing campaigns. This will ensure that you reach out to as many people who may be interested in your products as possible, allowing you to extract as much as possible from your campaigns.
Make use of ad extensions
As is revealed in discussions on the same over at guttulus.com, ad extensions can be of great benefit to eCommerce paid search marketing campaigns. Just make sure that you are using the most relevant ad extension for your ad groups and campaigns. An example of an excellent ad extension is the structured snipped ad extension which allows you to add descriptive headers to your ads in various categories such as styles, brands, types, and many others.
Have two separate ad groups for singular and plural keywords
An eCommerce PPC marketing tip that is worth mentioning, this one focusing on keyword-level bidding, is making sure that you create two separate ad groups for singular and plural keywords. This is important as it will enable you to bid higher on the plural keywords, which have been known to have a higher CTR as well as conversion rate, ensuring that you are getting the best out of your keyword bidding.
Be cognizant about seasonality
Sticking with the keyword bidding theme, you mustn’t forget about seasonality when bidding for keywords. This is because certain keywords perform better during certain seasons and don’t do that well during other seasons. Make sure you are aware of these keywords and are on top of them so that you can adjust your bids accordingly.
Don’t forget about remarketing
Remarketing, as per the folks over at runrex.com, is an important part of any eCommerce PPC campaign as it helps target people who have already shown an interest in one’s business. If you are setting up your PPC marketing campaigns, make sure that your strategies include remarketing.
Track your campaigns
As per the recommendations of the gurus over at guttulus.com, make sure that you have proper eCommerce PPC tracking set up in Analytics if you are to have successful campaigns. This will give you access to all the accurate data that you need to optimize your campaigns and get the results you are looking for.
Don’t forget about negative keywords
Negative keywords, as is covered over at runrex.com, are another important part of any PPC marketing campaign. This is because they allow you to eliminate erroneous clicks as well as irrelevant traffic, making sure that you are not spending your money on unqualified clicks.
Incorporate calls-to-action your ad copy headline
Adding strong calls-to-action in your ad copy headline is yet another strategy that has been known to increase conversion rates. Given that conversions rates, and not clicks, are the main goal when it comes to PPC, adding Calls-to-action in the ad copy headline is a tactic that is very much worth leveraging in your campaign.
Keep things simple
If you are to have a successful eCommerce PPC campaign, then you will need to keep things simple as far as the process of purchasing products on your eCommerce site is concerned. On top of only putting relevant information, make sure that your product search is simple, and that your site navigation is excellent to make it as easy as possible for someone on your site to make a purchase.
Even if your product is excellently designed, if your images are of poor quality, no one will care that much about it. As is explained over at guttulus.com, make sure that your product images are of high-quality, and also make sure that you take several different photos, all at a different angle, to give visitors as much information about your product as possible.
Add a simple-to-use shopping cart
If your PPC marketing campaigns are to be successful, it is important that you simplify your visitor’s purchase experience as already mentioned, and discussed over at runrex.com. One way to do this is to make sure that not only do you add a shopping cart to your site, you also ensure that it is easy to use. This means that it is easy for your customers to remove, add, and change the number of items on it, as well as making it easy for them to calculate costs.
Add various purchasing options
Adding various payment options will also make it easier for your shoppers to shop, and will reduce cart abandonment rates, increasing the chances of having a successful PPC campaign. As is covered in more detail over at guttulus.com, make sure that you provide several options from credit cards to PayPal, among many others.
Choose the right bid strategy for your eCommerce store
There are several bidding strategies to consider, including conversion-based strategies, impression-based strategies, click-based strategies, and interaction or views-based strategies. You should take your time to choose the right bid strategy for you taking into consideration your marketing goals when doing so.
Make sure that your ads are shown at the right time
When it comes to PPC marketing, timing is crucial, and you must put the right messages in front of the right eyes at the right time. This means that picking the right ad schedule is crucial if your campaign is to succeed. Find out the times when your audience is usually active, and test out different strategies to arrive at the most optimal ad schedule for the best results.
Beware of ad fatigue
Ad fatigue is a common problem when it comes to PPC marketing, where your ad is shown to your audience so much that they become immune to it or it puts them off. To solve this issue, you should look to create a couple of ads for a given campaign, and have them rotated. According to the gurus over at runrex.com, it is recommended that you go with an even rotation of your ads to give each one of them exposure, particularly if all of them are performing at the same level.
Optimize for mobile
The world is going mobile with the majority of consumers looking for and buying products and services through their mobile devices, as discussed over at guttulus.com. If your eCommerce PPC marketing efforts are to succeed, make sure that your ads are responsive to ensure that they can be viewed on mobile devices.
Leverage the power of DKI
As is explained over at runrex.com, Dynamic Keyword Insertion, DKI, is a great way to improve one’s click-through rates. This is because DKI helps improve one’s results and helps people find you a lot easier, which will also lead to an increase in sales. However, to be successful with DKI, make sure that your keywords are not too broad, and that nothing is misspelled.
Carry out A/B testing
It is also crucial that you regularly carry out A/B tests if you are to optimize your PPC campaigns for the best results. The major areas of your campaign that should always be A/B tested include your headline, keywords, body, link, and landing pages. Remember, the more you test, the higher your chances of success will be.
Regularly filter through your keywords
Yet another eCommerce PPC marketing tip is to keep a close eye on your keywords’ performances, selecting the most valuable ones, and removing under-performing ones. This will not only drive more traffic to your site, increasing conversion rates, and sales, it will also ensure that you are not spending money on ineffective keywords, helping in saving costs.