Today, PPС – advertising is a leading way to effectively and quickly find customers for eCommerce, but it is not so easy to create a qualitative PPC campaign. In the rapidly developing world of PPC advertising, many things in the planning and management of campaigns can be made by specialized software. However, there is something that you have to do on your own – determine the strategy.
The strategy strongly depends on the specifics, scales, and features of your business, as well as the goals of a specific campaign. However, this article will provide examples of strategies you should pay attention to, regardless of your niche.
Advertise on Multiple Platforms
Suppose you run an advertising campaign only in Google AdWords. In that case, you will miss the opportunity to get additional traffic (and sales) at a much lower cost by organizing the “Search Alliance” using Facebook, social media, and other systems into your “search marketing mix”.
As a result, you can lower your average cost-per-action (CPA) and cost-per-click (CPC) levels while increasing CTR and total conversions thanks to the additional, cheaper audience not analyzed by Google AdWords. It is also a good way to improve your brand awareness and customer loyalty.
Use Remarketing Campaigns
Remarketing is a tactic of repeated advertising of your website to people who have already interacted with it. According to the latest research, people who you remarket your business to are more than 70% more likely to choose you over a competitor to make a purchase.
Usually, remarketing is done by linking Google Ads and Google Analytics accounts. In Google Ads, you can create a remarketing audience using different parameters and then import this data into Google Analytics to create a campaign.
Use Responsive Search and Display Ads
Responsive advertising is an evolutionarily new step in Google Advertising, allowing you to partially automate your PPС Strategy using a special algorithm. For responsive search ads, you need to add your headlines and descriptions. In responsive display ads, you will also need media objects (image, logos, videos).
The platform will select the most successful combinations of objects and copy for your company, and you will be able to test which one is the best for your target audience. This strategy opens up opportunities for experiments, as well as faster and more effective advertising solutions.
Focus on Mobile-Specific PPC Ads
Today, eCommerce cannot ignore the importance of mobile marketing as the data speaks for itself:
- More than 50% of internet traffic comes from mobile devices.
- More than 50 percent of PPC clicks come from mobile devices.
- More than 60% of users say they would prefer to purchase on a mobile-friendly site.
Suppose you want to make your PPC for eCommerce business campaign the most effective. In that case, you should make a mobile-friendly design that will display well on any device and be fast to load, understandable and convenient to provide the user with the best possible experience on your site.
Add Voice Search Adjustments To Your Ppс Ad
Voice search is becoming very common, and its popularity is expected to grow even more.
While many advertisers do not give this aspect a lot of attention, considering voice queries is a good way to increase your campaign’s effectiveness.
To implement this, it is required to conduct a keyword analysis for voice search, in the same way as for text one. Check if your campaign is getting voice queries and filter out the necessary keywords and negative keywords based on your report.
Write a Compelling Copy
Сopy is the face of your ad. It doesn’t matter how good your PPС campaign settings are. If your copy doesn’t hook potential customers and they don’t go to your website, you won’t get conversions. Therefore, you should create it very carefully.
The most important things to have in your copy are:
1) Information about what makes your brand unique
2) Benefits of your offer (e.g., promotions, discounts, or exclusive products)
3) Powerful call to action (for example, “Buy now!”)
Do not forget that the text should be capacious and catchy, and the landing page must correspond to the copy on the ad banner.
Make Groups With More Targeted Keywords
One of the best ways to reduce cost-per-click (CPC) is to have a high Quality Score. And the best way to improve QS is to closely match your keywords, ad, and landing page. This means creating many ad groups with 5-20 keywords and 2-5 ads that will be linked to highly targeted landing pages.
For example, you’re selling dresses, and you include the relevant phrase as a key phrase in your ad campaign. Most likely, large companies with large budgets will be in the TOP 3 for this request, and to compete with them, you need to constantly raise your bids.
Instead, make your keyword phrase more targeted, such as [cocktail party dress]. This way, you will attract a more relevant user and will not overpay.
Even though this strategy requires an investment of time and effort, its benefits will not be long in coming. Closely coupled ad groups also mean your customers will find exactly what they are looking for when they type in a query, see your ad, and go to the landing page with the exact product or service they want. This implies high PPC relevance, conversion, and ROI.
Use Ad Extensions
ECommerce needs to keep track of the extensions for advertising campaigns offered by ad networks, such as Google Ads.
As an important addition to your strategy, they can dramatically improve your customer experience.
The most popular extensions are Message Extension (which allows customers to communicate quickly with your team (or bot) and Call Extension (which allows customers to call you with one click).
There are many extensions in Google Ads, and they are constantly updated, so do not neglect the opportunity to follow them and improve your advertising campaign.
Plan Schedule for the Day
In some fields, most of your goals involve searching during business hours (for example, in the B2B (business-to-business) sector. In this case, it makes sense to take a break at night to avoid paying for clicks when they most likely will not bring active visitors.
You may find that your competitors pay for ad impressions 24/7 (without pauses or weekends). Then they risk running out of their daily budget earlier, which means less competition and lower CPC for you. If this is true, and your niche is B2C (“business to the client”), then plan your ad impressions in such a way as to achieve high results with low “pay per click”, that is, a little later than the period when the main activity of competitors will go down.
PPС for eCommerce are constantly changing along with changing marketing trends. A certain strategy can be successful for one goal and not good enough for another, so only by experiments and trials you can find the most effective strategy. And to make it as quickly and efficiently as possible, it is highly recommended to use the help of professionals – eCommerce PPC service.
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