This sample article from Pepper Content’s repository on Digital Marketing provides eCommerce businesses tips on boosting the conversion rate of your ads and store. The author has experience working with leading brands like BigBangSocial and others.
What is PPC?
Pay-per-click or PPC marketing is an advertising channel where marketers don’t have to pay by impression or for ad placement. Even though the bid amount may affect placement, an advertiser only pays when a user clicks the ad concerned. Some of the most common PPC ad placement platforms include Google Ads, Microsoft Advertising and Amazon Advertising.
Top six strategies for improving PPC for your online store
1. Focus on high-performance PPC keywords
Well, everybody recommends focusing on high-performance keywords. But how would you gauge which keyword is meant for you? The answer depends on your goals and which key performance indicators or KPIs are crucial for you.
Try to put in your bid on the exact keywords. Why? Because the ROI will be higher as you know what exactly people are looking for. But, if you go for a broad match, you will get a higher volume. Therefore, try to maintain a perfect balance between the two.
2. Run PPC ads on social media (Facebook and Instagram)
Spending on social media advertising is expected to reach US $110,628m in 2021. People are hyperactive on Facebook and Instagram, so if you target them intensely, you can get in front of a person who would be interested in your product.
You also get the feature of using custom audiences, life events targeting, a lookalike audience and other such techniques.
3. Make your ads time-sensitive
Wondering what does that mean? Let us explain. When you work with Google AdWords, you can change any factor of your ads to make them as specifically targeted as possible. It also involves an extremely crucial factor – TIME.
The whole idea is that you should not run your PPC campaign when your customers aren’t online. Agree with us? Almost every business has peak hours during the day, and when you customise your ads to show up during peak hours, you get better ROI.
For instance, if you are a B2B supplier, it would be a wasteful thing to put money into an ad campaign during winter holidays like Christmas as your target customers aren’t likely to be at work – as a result, you can get lower traffic.
4. Set up local inventory ads
Local inventory ads are meant to turn a local search into a store visit, something many brick-and-mortar retailers are opting for now. When you target people in your nearby locations, local inventory ads show them that you have a product/service they have been looking for.
This strategy is extremely helpful during holiday seasons or when people are in a rush to get their hands on physical products.
5. Target mobile devices
As we see a huge spike in mobile eCommerce trends, make sure you don’t miss out on Google’s mobile-targeting capabilities. If you are running an ad for your online store that may cater more to mobile users than to desktop users, curate mobile-only ads. It will help you get better returns on your investment.
Moreover, compared to desktops, consumers use mobile devices more frequently. Therefore, ensure that your ads and your website are designed while keeping mobile users in mind.
Ensure that all your directed landing pages follow the optimal mobile eCommerce practices if you wish to reap your investments’ best returns.
BONUS TIP: Set up remarketing campaigns
Remarketing targets your previous buyers or visitors to your site with ads. It is always a great plan for your eCommerce site to create a digital campaign using an image ad that will show up on Google search partner sites. Remarketing campaigns help in increasing the frequency of recurring sales.
All the eCommerce PPC tips mentioned above will help you boost the conversion rate of your ads and store. Before starting, keep in mind the following things:
- Do a thorough keywords search before you tweak any of the above strategies.
- If you go for display ads, ensure that you design them specifically, according to Google-recommended sizes.
- Try to keep your message short, crisp and IMPACTFUL.
Now that you know the PPC secrets, it is time to implement them in your next campaign.