The evolution in digital marketing have changed the ways of PPC optimization tips for an eCommerce website. PPC (aka Pay Per Click) is a method of marketing in eCommerce businesses as you have to pay only for those advertisements on which the users click. Pay per click is one of the most effective online strategies these days.
The digital marketing in eCommerce field revolves around the targeted audience, campaigns and millions of keywords. The purpose of the eCommerce field is to drive engagement and clicks on your products through many marketing and promotional strategies. Those businesses that optimize PPC in a good way are more likely to have good market. By keeping this in view, there are some PPC optimization tips that can help you to grow your eCommerce business.
Best PPC Optimization Tips for an eCommerce Website
Exclude Underperforming Keywords and Placements
The very first step towards PPC optimization is the identification of the underperforming keywords and placements and excluding them from your advertising campaign. The engagements, pay per click and click through rate are the important factors but the ultimate purpose of every eCommerce business is to make sales and increase earnings. You must keep on trying with the new keywords and excluding the less performing keywords. To ensure that you must not pay for a conversion then you have to calculate an estimate of about how much you can pay for a single conversion and then design your PPC campaign. Those keywords that are able to drive a lot of clicks but less conversions, should be excluded from the campaign.
Mentioning Price in Ad Copy
The mentioning of the price in your ad copy of the product is an effective strategy for getting only those clicks who actually want to purchase the product. The absence of the price will generate more clicks but it will result in no sale. Ad copies that have visible prices have higher chances of getting attention and the reason is clear & simple. The mentioned price will result in the relevant clicks and weeds out those users that are not willing to pay for the product. Such an ad copy encourages clicks from ready-to-purchase customers and that will be a plus point for your ad campaign.
Usage of Negative Keywords
The use of negative keywords and placements is an important task to decrease the cost per acquisition value and way for PPC optimization. The addition of negative keywords in your ad campaigns helps to increase CTR (Click Through Rate) and engagement rate of your campaign. It will help to identify relevant audience for your products. You must keep in mind that the negative keywords should be related to your products and services so that it can reach to the relevant audience.
Long Tail Keywords
Long tail keywords will provide you with the best results in comparison with the short tail keywords. Long tail keywords are more specific. Therefore, they appear in search results and clicked by those customers who want the result that can provide them with the exact product that they want. To use the long tail keywords, mean that you want to target those customers who have already made the buying decision. Long tail keywords can get better search engine ranking, which in result provide better engagements on your online store and thus increasing the sales of your business. It is a better PPC optimization tip for an eCommerce business.
Model Number Keywords
The business owner must pay for those keywords that help the business to increase sales. The more converting keywords used in the ad campaign are likely to grow your business at a higher pace. There are many products in the market. Every product has its model number. If you use the model number keywords in your ad campaign then only those people will click on your advertisements who are ready to buy that product. Otherwise, the ad will not be shown in the customers’ search engine result pages. Start to use the model number keywords for increasing the CTR and decreasing the costs.
Analyze the Competitors’ Keywords
The analysis of the competitors’ keywords is a must for making your PPC ad campaign successful. You must keep an eye on the keywords of your competitors. You have to keep up with the rapidly changing trends of the market in order to stay in the competition. You should make an auction report that includes the important factors as the impressions, conversions, cost, keywords, share, search engine ranking, overlap rate etc. This auction report will not only provide you with the competitors’ main factors but also help to have a close eye on the PPC marketing strategies of your competitors. Identify those keywords that you are not targeting and try to include them in your ad campaign effectively for the growth of your eCommerce business.
Use the AdWords Editor
The AdWords Editor is a very useful application that allows you to make changes offline. You can create your ad copy, location targeting, make changes in the excel files by excluding low performing keywords and adding negative keywords on this editor. Later on, you can post the work to your Google AdWords account within no time. This application helps in PPC optimization.
Using Ad Extensions
Quality score is impacted by the ad extensions so they are important to achieve lower prices and better ad positions. For adding extensions to all ad campaigns, you have to go to you AdWords account and then add extensions at the account level. In this way, you can add extensions at ad group level if you want to add it to a certain ad group.
Tracking or analysis is the main part of any ad campaign in order to improve the results. Using Google Analytics is a good technique as it provides you with all the important data such as traffic, bounce rate, demographics, interest, landing page metrics etc. These metrics help you to improve your ad campaign and increase the sales of your eCommerce business.
Need some hands-on assistance with your eCommerce PPC ads? Contact our Shopify and eCommerce marketing agency today for a free consultation and website analysis!