If you run an online store, then you know that paid search is a great way to bring in traffic and boost your sales. But setting up a successful pay-per-click (PPC) campaign can be tricky since it differs from running campaigns for other types of business. In this article, we will explain how PPC works for e-commerce and give you tips on how to create a winning PPC strategy for your online store.
What is PPC (Paid Search)?
Paid search is a way for businesses to advertise on search engines like Google, Bing, and Yahoo. When someone searches for a keyword you’re bidding on, your ad may appear at the top of the search results. If the searcher clicks on your ad, they’ll be taken to your website, and you’ll pay the search engine a fee for the click. When done correctly, PPC can be an effective way to drive traffic to your site and increase sales.
PPC is a type of online advertising in which businesses can pay to have their ads displayed on SERP (Search Engine Results Page). When users search for a given topic, the SERP displays both organic results (i.e., results that are not paid for) and sponsored results (i.e., results that are paid for). The sponsored results are displayed above the organic results, making them more visible to users.
When a user clicks on a sponsored result, the business that placed the ad will be charged a fee. The fee depends on the keyword or phrase that was used in the search query, as well as other factors. The advertiser only pays if their ad is clicked on; if the ad is only viewed, the business does not owe anything.
For example, let’s say you own an online store that sells women’s clothing. A potential customer searches Google for “black dress.” Your ad appears as a sponsored result, and she clicks on it and visits your website. At this point, you would owe Google a fee for displaying your ad. The amount of the fee would be determined by various factors, including how much other businesses pay for the same keyword or phrase.
PPC is an effective way to drive traffic to your online store, but it’s not always easy to set up a successful campaign. One of the challenges of running a PPC campaign for e-commerce is that you need to carefully segment your audience and target them with relevant ads. You also need to create a media plan that considers all stages of the buyer’s journey. And finally, you need to track your e-commerce PPC performance carefully so that you can adjust your strategy as needed.
How to Use PPC to Boost E-commerce Sales?
Let’s take a look at some tips on using PPC to boost your e-commerce sales.
Use Targeted keywords
One of the most important aspects of any PPC campaign is choosing the right keywords. Keywords are the foundation upon which your entire campaign will be built. When selecting keywords, think about what terms or phrases potential customers might use when searching for products or services like yours. You can use Google’s Keyword Planner tool to get more detailed information about each keyword, including search volume and suggested bid amounts.
Once you have selected your keywords, it’s time to start bidding on them. When placing bids, it’s important to remember that you’re not necessarily competing against other businesses in your industry; rather, you’re competing against all businesses bidding on the same keyword or phrase. With that in mind, don’t be afraid to bid high enough to ensure that your ads are seen by potential customers. Just make sure you are not spending more per click than you’re receiving from sales!
Use negative keywords
One way to help ensure that your ads are being seen by people who are interested in what you are selling is to use negative keywords. These are the keywords that you don’t want your ad to show up for. For example, if you sell women’s clothing, you may want to add “men” as a negative keyword so that your ad won’t show up when men search for clothing items. By doing this, you can help improve your click-through rate (CTR) and ensure that people who are more likely to convert into paying customers see your ads.
Segment your audience and target them with relevant ads
Building the right audience segmentation strategy is the most crucial step in your marketing strategy. You should divide your entire audience into smaller groups. This will help you create a more effective strategy and show more personalized and relevant ads to your potential clients.
General ways to segment an audience include:
- Psychographic information (hobby, values, interests, lifestyle),
- Demographic information (gender, age, marital status, ethnicity, occupation, income),
- Geographic location (region, country, city),
- Behavioral information (online activity, purchase history, social media interactions).
By breaking your target audience into manageable segments, you can better adapt your marketing communications to their specific needs. It increases the chances that they will respond to your message and leads to a more personalized experience.
Segmenting the entire audience also excludes the people you cannot reach. Removing such users lets you focus resourses on the people you have chances to resonate with.
Create a media plan that considers different stages of the buyer’s journey
Media planning is an essential process for any PPC campaign. You need not only to serve your consumers with the right message, but also it should be the right time and the right channel. So, a media plan defines the target audience, the channels and platforms, the time, and the message. These are some factors for creating a media plan:
Media goals and objectives,
Lengths of your campaign,
Who should see your ad,
How many people will see your ads (reach),
- How many times the message should be shown (frequency),
With a media planning strategy, you can make more data-driven decisions for your online store about how to improve marketing ROI and drive conversions.
Monitoring and tracking the campaign performance is also important. Ongoing management is necessary to maximize the return on your investment.
Track your E-commerce PPC performance carefully so that you can adjust your strategy as needed
You need to regularly track your PPC campaigns to get the most out of them. Here are some tips on how to track ROI.
- Use an analytic platform. It can be Google Analytics or any other platform.
- Choose the attribution model carefully.
- Tag correctly to differentiate paid and nonpaid ads.
Set up a routine to review PPC (daily, weekly or monthly) to check how your metrics improve.
Paid advertising can be a great way to boost sales for your e-commerce business but only if you set it up correctly. Using the right keywords (including negative ones), bidding strategically, segmenting your target audience, creating a media plan, and tracking the PPC campaign will help your potential customers see your ads. Clients will also be happy to see products they need or want to purchase. With these tips in mind, you will be well on your way to setting up a successful PPC campaign for your e-commerce business!
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