Table of Contents
06 BEST PPC STRATEGIES FOR E-COMMERCE BUSINESS
The acceleration of online purchasing over the last year has been undeniable, with high street companies switching to eCommerce models and entrepreneurs creating online enterprises. According to ONS data, internet sales accounted for 34.4 percent of all retail transactions in the first half of 2020, a trend that has been increasing in recent years.
Every company is looking for low-cost, high-impact advertising options during the pandemic.
PPC (Pay-Per-Click) marketing is a sort of advertising in which you pay a small fee each time someone clicks on one of your ads.
Instead of paying for expected impressions, you only pay for the traffic these ads generate, making them a great option for businesses who want complete control over their performance and budget.
The most common PPC advertising platforms are Google Ads, Microsoft Advertising, and Facebook Ads; but, when it comes to several searches and possibilities, Google is by far the most valuable for any PPC campaign.
Google advertising is divided into three categories, each with its PPC rates and efficiency:
- Sponsored links, shopping page advertising, and results in the shopping banner are examples of text-based ads that appear on Google search results.
- Display Network — image-based advertising that appears in the form of a banner, sidebar, or footer image on the websites that your audience visits.
- These are video-based advertisements that appear before, during, or after YouTube programming.
PPC STRATEGIES FOR E-COMMERCE BUSINESS
Make sure you’re utilizing performance-based PPC techniques to increase your company’s online visibility and generate traffic and sales to your eCommerce site. Also, if you need a trendy website or are facing issues with the current website, talk to experts at YourDigiLab and get their services.
You can use a variety of paid advertising strategies as part of your overall PPC strategy, including search advertisements, display ads, paid social, and remarketing, to mention a few. As a result, when faced with so many options, it can be difficult to know where to begin.
1. CHOOSING THE BEST ADVERTISING PLATFORM
You can utilize a variety of PPC advertising platforms to promote your company. Understanding where your consumers are and what their behaviors are is key to selecting the best ad platform for your online store.
Spend time studying your target demographics and their online habits – if your clients spend a lot of time on Facebook, it makes sense to target them with Facebook advertisements. Similarly, if your products are offered on Amazon, Amazon Advertising is worth a shot.
Furthermore, when it comes to PPC for eCommerce, Google Ads is an essential platform to employ because it targets people who are ready to buy and are searching for a certain item that they intend to acquire right away.
Analyze your current customers and desired audience, then utilize this information to select PPC platforms that best meet their demands and encourage them to visit (or return to) your online store.
2. FIRST CONSIDER LOCAL OPTIONS
The world is pretty much your oyster when it comes to eCommerce PPC marketing. After all, when someone wants to shop online, it doesn’t matter where they are. Brick-and-mortar businesses, on the other hand, must adopt a different approach, which includes using local keywords and ads to show potential clients that you’re close by.
3. KEYWORDS WITH A STRONG PURCHASING INTENT SHOULD BE TARGETED
The development of a performance-based PPC plan begins with keyword research. As an eCommerce business owner, your first aim is to increase online sales. In your Google Search campaign, targeting high purchase-intent keywords is a wonderful approach to ensure that the individuals who see your advertisements are the ones who are most inclined to buy your products.
Consider prioritizing campaigns with high purchase-intent keywords when creating your PPC campaigns to target people who are ready to buy. Keywords including transactional terms like “best” and “buy” or thorough product descriptions that indicate the client understands exactly what they want are examples of high purchase-intent keywords. This will help you get a better return on your advertising dollars.
However, it may be worthwhile to target low-purchase-intent terms as well. This can help you gain online presence and awareness with consumers who are just starting their customer journey.
You may utilize low-purchase-intent keywords to serve ads that provide searchers with educational content that assists them in making a purchase choice, encouraging them to return when they are ready to buy.
4. DON’T UNDERESTIMATE GOOGLE SHOPPING’S POTENTIAL
While prospective new consumers are Googling shopping-related keywords, Google Shopping is one of the most powerful ways to interact with them.
Google Shopping is certainly something you’re already acquainted with and may even use. However, we believe it is critical to emphasize the importance of Google Shopping for eCommerce firms.
Google Shopping advertisements can be an important part of any eCommerce PPC campaign. As a result, you must establish Shopping campaigns that are specifically geared to boost your business’s search visibility above competitors and, as a result, increase on-site purchases.
You can make your Shopping advertising more successful in several ways. To begin, make sure your product feed is optimized by ensuring that photos are high-quality, product titles are keyword-rich and match your offerings, and that Google Merchant Center is pulling in the correct pricing, stock, and product information.
It’s also critical to optimize your campaign structure by grouping your products according to your aims or criteria. There are a variety of tactics you can use to optimize your Google Shopping ads, ranging from Smart Shopping campaigns to query-level bidding.
You’ll have greater control over your advertising and be able to improve impressions, clicks, and conversions while keeping your ad expenses low if you use a well-thought-out Shopping ad campaign structure.
5. LOCAL PPC CAN HELP YOU INCREASE FOOT TRAFFIC TO YOUR STORE
While we’re focusing on eCommerce here, it’s vital to remember that PPC advertising can also boost foot traffic to your physical location.
Local Inventory Ads allow you to advertise the stock you have in stock at the time to customers who are looking for that product nearby. These will be marked with a little banner that says “At store” or “Collect today,” indicating that stock is available in a local store.
Local-intent keywords, such as ‘nearby’ or ‘in Oxford,’ can also be used in localized search advertisements to assist drive foot traffic to your store.
You could construct a localized Search campaign that geographically targets your selected place and targets local-intent keywords if you run a mobile phone store and someone was looking for ‘iPhone chargers near me’ since they’d gone on vacation without packing theirs.
Similarly, the Business Traffic objective on Facebook advertisements may be used to distribute customized Facebook ads to people near your store location, helping to increase foot traffic.
6. REVIEW YOUR CAMPAIGNS REGULARLY
When it comes to eCommerce PPC, it’s important to keep track of what’s working and what isn’t. As a brick-and-mortar firm, you must employ the same method by continually altering your bids, ad language, audiences, and other factors to create a successful campaign.
If you remember only one thing from this post, make it this: while bidding on keywords, you should focus on purchase intent to ensure a profitable return on any ad spends. Focus on keeping your consumers coming back for more – this will help you become the go-to retailer for individuals looking to shop online in your niche. if you are looking for the SEO Services in Lahore Feel Free To Contact Us