PPC For Ecommerce
In today’s world, Pay-per-click (PPC) campaigns for ecommerce brands has remained a steady traffic source despite the ever-evolving digital advertising landscape. Having developed a long-standing reputation as one of the most effective marketing methods, eCommerce PPC, if done right, can consistently produce high quality leads with near immediate results.
What is Ecommerce PPC?
Ecommerce pay per click (PPC) advertising is a digital marketing strategy that acquires traffic and leads by promoting a business’s products and services through paid ads. PPC ad campaigns can be displayed on various platforms such as search engines like Google or Bing, social media networks like Facebook or Instagram, or specific websites such as YouTube or Amazon.
In 2020, PPC was ranked in the top three best channels for high volume leads with search advertising expected to amount to $164.6 billion worldwide, an amount projected to grow to $190.5 billion by the end of 2024 – leaving many businesses to seek effective and sustainable PPC strategies for 2022.
Types of PPC Ads
You can also choose from several types of PPC ads depending on your requirements and business goals. Some of the different types of PPC campaigns include:Increase Revenue With PPC
Paid Social Ads
Google Sponsored Ads
· Sponsored Product Ads:
- Ad is shown within search results when one of your keywords is searched for.
· Headline Search Ads
- Ad is shown on top of the page when one of the keywords is searched for.
· Product Display Ads
- Pictures of your products are shown like in a shopping campaign
Benefits of Ecommerce PPC
After understanding what PPC ads are, learning more about its benefits will help you see why it is crucial to your business. As expected of the high budget allocated to PPC advertising for eCommerce, there are many benefits to this digital marketing channel:
Cost Effective Method
Near Immediate Results
Beneficial to SEO
Multiple Levels of Targeting
Disadvantages of PPC For Ecommerce
PPC Can Be Challenging
PPC Is Not A Long Term Solution
Best Practices for Ecommerce PPC Strategies
To successfully run your PPC campaign, the implementation of best practices can greatly improve your campaign results. Here are some tips on how you can do that:
Improve Your CTR
The CTR or click through rate refers to the number of individuals who see your ad compared to those who click on it. This is important as clicks bring leads through the sales funnel. When you optimize your copy, your ads entice more clicks. Try out different types of ads and monitor the different responses in your ads to see which ones bring in the highest CTRs.
Choosing The Right Keywords
Keywords are akin to building blocks for your campaign. This means keyword research is crucial for a successful PPC campaign. It should include both short tail and long tail keywords to match the search queries or search terms entered by your target demographic.
Use Negative Keywords
Funnel optimization looks at your current customers’ path to conversion and looks for ways to improve. Start by looking at how many steps are there in the funnel, what you can do to make the user experience better and analyze current path flows on your site to learn about your most popular pages.
Custom Experience for Retargeting
Adding negative keywords can help filter out users you know will not click and convert. Not only does this help you avoid low quality leads, it also enables you to manage and control your campaigns to a more granular level.
Optimize Product Pages
One of the goals of your PPC ads is for lead generation. However, in the event where your product pages are not optimized, your leads will bounce off your site. To optimize these pages, add clear relevant information along with images and videos.
Update Product Feed
The product feed is the information sheet sent to shopping channels to display your product information in the listings. If outdated and incorrect, it can lead to damaged brand reputation, bad reviews, and potential clients avoiding your ads. Therefore, be sure to update your product feeds regularly
PPC Vs SEO: Which is Better?
The discussion of PPC will generally bring up the comparison between PPC and SEO. However, the answer to which is better depends on your business’s situation and objectives. There are several main differences when considering either PPC or SEO: