Typically, e-commerce is one of the most competitive verticals in search engine marketing. We’ll be looking at some advanced PPC strategies that you can use with your E-Commerce sites.
When it comes to advertising an eCommerce brand, PPC marketing has a long history of being one of the most effective methods. From Google shopping campaigns to Facebook ads, PPC for eCommerce websites has proven to be a dependable source of near-immediate results.
PPC for eCommerce websites was ranked as one of the top three best channels for high-volume leads in 2020. Now that the effects of pandemic have accelerated eCommerce by five years, competition among eCommerce PPC campaigns is fierce, leaving many marketers looking for long-term, effective strategies in 2022.
Whatever industry you’re in, be prepared for the fact that strong contenders will always try to level the playing field. As these retailers expand, it will be up to you to devise appropriate strategies to adapt to these types of situations.
What is PPC for an eCommerce website?
Ecommerce PPC, or pay-per-click advertising, is a digital marketing strategy that uses paid advertisements to promote an online marketplace and its products. Ecommerce advertisements appear on search engines such as Google, social media networks such as Facebook, and websites such as YouTube. Ecommerce PPC is especially advantageous for achieving a positive return on ad spend (ROAS).
Let’s look at why PPC ads are a good fit for eCommerce. For starters, marketers only pay for pay-per-click advertisements when a user clicks on them, regardless of how many times the ad is displayed or how many users see it. This gives you more control over your marketing budget and results in a more effective PPC campaign that doesn’t drain your ad spend overnight.
Furthermore, eCommerce PPC advertisements drive high-quality traffic to a client’s website. Marketers can build a PPC campaign around branded search terms like a company name as well as high-volume search phrases to ensure their website appears at the top of search engine results pages (SERPs). An eCommerce PPC campaign can take place across multiple platforms, including Google and Facebook.
Why should you use a PPC strategy for your eCommerce brand?
To get quick results on your business
With PPC analytics, you can always see outcomes quickly and effectively, indicating which ad campaigns did the trick. Adapting and enhancing your eCommerce PPC operations becomes incredibly versatile and responsive.
Managing your promotional budget
To calculate your Return on investment, you weigh the cost and type of ad against the number of clicks to your landing page and the number of completed sales from the campaign. You have complete control over how much money you spend on digital marketing, investing as much or as little as you want to generate more website leads.
Offers targeting options
The valuable data generated by PPC can be used to inform future ad campaigns as well as efforts to improve organic search exposure. PPC can also assist you in developing far more product-specific routes to market. It’s also a great way to try out new brand positions and proposals, as well as new target markets.
Drives up profit
The most significant advantage of eCommerce PPC is that it can increase sales. Carefully crafted online ad campaigns achieve high lead conversion rates and provide a strong Return on investment.
Develop brand awareness
One of the most powerful features of eCommerce PPC is its process of raising brand recognition among your targeted customers.
PPC can enhance absorption and lead conversion if you have a business strategy of branding and marketing pursuits in place, including unique and constantly refreshed content.
Measure and Track Consistently
Effective tracking and reporting are essential for a successful eCommerce PPC strategy. Fortunately, PPC ads are among the easiest to track. Marketers can keep a pulse on PPC ads and monitor ad spend over time using free tools like Google Ads in conjunction with Google Analytics or Facebook Ads Manager.
Considerations of ideas for Ecommerce PPC Strategies
Optimize and improve your product pages regularly
From the keywords in your title tag to the last line of your product description, ensuring customer relevancy is critical. It is not enough for your PPC ads to be engaging to attract the right customers. To complete the circle, your product landing page should be singing from the same song sheet as the ad is seen.
Examine the campaigns of your competitors
This not only provides you with a better understanding of how to strategize your future PPC campaigns, but it also reveals unique and valuable keywords to incorporate into both your future ads and your e-commerce site. This will assist you in broadening your keyword base and ranking for more keywords.
Go after less obvious demographics
While approaching comparable audiences for ad accessibility is a no-brainer, pursuing an audience that your competitor is unlikely to have considered gives you a marketing advantage.
Improve your presentation by working on schema mark-up
Simply enter your website URL into a schema mark-up tool, which is freely available on Google, to see if your e-commerce website is well calibrated and to ensure tangible results from your PPC strategies. The results indicate whether you are ready to go and highlight any gaps, as well as suggestions for how to improve your schema. This strategy is being used by many eCommerce SEO companies to leverage their sales.
Make use of ad extensions
Add extensions are simply clear call-outs or action drivers that most ad networks provide as part of the ad. Google Ads, for example, provides price extensions, call extensions, and message extensions.
Analyze and optimize your key performance indicators
The frequency with which you calibrate your PPC KPIs to align with your goals determines a large portion of your ROAS (Return On Ad Spends). It is rarely advised to optimize ROAS based on single purchases. Consider micro-conversion stages, Cost-per-acquired-customer, or Customer-lifetime-value to get a holistic and actionable understanding of your ad performance.
Keeping track of impressions is necessary, but the true test of an ad is the number of clicks and the cost per click. If your CTRs are high in comparison to your competitors, analyzing and refining the content for maximum relevance can result in higher conversions.
The most impactful Paid ads have inbound marketing or landing pages that effortlessly correspond with the ads and offer significance to PPC ads. Therefore, someone must write and design them effectively to ensure the generation of more clicks.
Search Engine Marketing can be categorized into three types. They are Search Engine Optimization (SEO), Search Engine Advertising (SEA), and paid submission. SEO can help with boosting the rankings of web pages on the search results and gain more visibility on the internet. Search engine advertising is nothing but advertising in the Google search results. The advertisements on Google results appear on the top and bottom of the page and are labeled as ads. Paid submission is nothing but the method of listing the information of a company to paid online directories for increasing the company’s online visibility and SEO ranking.
The primary difference between Search Engine Marketing (SEM) and Search Engine Optimization (SEO) is that SEO is focused on optimizing a website to increase the traffic from organic results. Whereas, SEM is based on getting traffic from both organic and paid searches. SEO is a long shot as it demands continuous optimization to rank in the top results. On-page SEO is a crucial part of it as it involves optimizing a website with keywords that are being used by potential customers. Whereas, the concept of SEM is relatively simple. If someone searches for a keyword, your website will show up and you need to bid alongside others to get the spot.
Search engine marketing is nothing but using strategies to increase visibility in the search engine results. On every Google search, the top and bottom two results are allocated for paid search results. Companies will pay the search engine for their pages to appear on the top of search results. It can be an easy way to increase the overall traffic on a website and boost their revenue. However, one cannot easily get featured in advertisements and get clicked by every user. They should select target keywords properly so that the advertisement will not be visible to customers who don’t require a particular service.
Search engine marketing is very important to all businesses, irrespective of their sizes. It is an effective way to increase your online presence and establish brand awareness in the market. By providing informational content for customers, business owners will be able to generate a huge amount of online leads and generate more sales. However, search engine optimization can also help with generating organic leads so that companies need not have to invest a lot in advertisements and paid promotions. It is a great way to credibility and establishes an emotional connection with the audience which will be extremely difficult with traditional marketing methodologies.
Search Engine Marketing is one of the effective ways to grow your business in the digital world. As the competition in the market keeps growing, it has become important for businesses to advertise online to get more traction, and search engine marketing can be the most effective way to promote the products/services. By appearing on the top of search results, businesses will be able to increase the overall traffic on their website and ultimately boost their revenue. Search engine marketing provides opportunities for businesses to reach out to motivated buyers and it can be a powerful way to grow a business.