There's a lot of effort that goes into ecommerce pay per click (PPC) advertising. Ecommerce PPC campaigns a challenge to keep organized, and sometimes it seems like there's no time to develop strategies. Don't get discouraged.
There is indeed time to implement some strategies, and they're not all that hard to execute. You simply need some understanding of the Google AdWords platform and how to create a basic campaign. Below we offer five strategies for ecommerce PPC advertisers.
To produce solid ad copy that maximizes your click-through potential, your ads must include three essential elements. These are:
* Offer - what the product is you're offering
* Value - why buying this product from you is beneficial
* Proposition - what the user should do to take action
The Offer element to your ad copy is almost always given and is naturally included in the copy. It's the Value and the Proposition that are the most overlooked. The proposition is purely a call-to-action, or a verb of some sort. A couple of the most obvious for ecommerce PPC is "buy" or "save." Get creative and try more appealing verbs like "explore," "learn," or "pursue."
Stating value in your ad is one of the greatest challenges of copywriting. Pay Per Click ads have limited space for text, making it difficult to describe the benefits or unique attributes. Some of the most common are "free shipping" or using a coupon code in the ad. In some cases, taking a more emotional approach is effective. Getting to know your product and your target market is a good way to get great ideas.
Ad groups often perform the best when they're very focused to only select grouping of very related keywords. One of the biggest mistakes Pay Per Click advertisers make is having too many keywords in one ad group. As a result, they are trying to cover all of these keywords with just one ad. When this is the case, ad groups can be further segmented, or the Peel n' Stick strategy can be employed.
The process of peeling n' sticking is taking a poor performing keyword and putting it in another more relevant ad group or creating a new one. For ecommerce PPC campaign management services, good peel n' stick opportunities are often found in product variations, such as colors and models. Often times when a weak keyword placed in a new, more relevant ad group, the quality score will rise. In addition, the ad copy can be written to be more targeted.
Another awesome strategy that can significantly help improve the click-through rate (CTR) of your ads is using ad extensions in Google AdWords. Ad extensions are tools and enhancements that improve the presentation of your PPC ads. It's important to keep in mind that ad extensions are set on a campaign basis, not per ad group. So any ad extension you employ will influence all ad groups within that campaign.
One of the most effective ad extensions for ecommerce PPC are product extensions. Product extensions can display an image for the specific product being advertised, which can really make your ads stand out from the clutter. For model-specific ads, testing the product extensions feature in Google AdWords is an effective ecommerce PPC strategy.
Another solid ad extensions is using Site Links. Here you can include links in your ad that direct users to specified inside pages of your website. Not only does this help facilitate conversions and overall usability, but using the Site Links ad extension can help make your ads more prominent and outstanding in the search results. This can be very effective for competitive keywords in an ecommerce context.
Have you ever visited a product page (but did not purchase) and later noticed banner ads of the same product on other websites? That's an ecommerce store executing it's re-marketing strategy. However, instead of using Google Search, they're using the Google Display Network or GDN.
Re-marketing is a little bit tricky, but can be highly effective when done right. It's the process of serving a follow-up ad to someone who as already visited your website. Re-marketing can sometimes appear intrusive, so it's important to re-market in moderation.
Keep in mind that those being served your ads are not actively shopping like they are using search. For this reason, your ad copy and presentation should tweaked accordingly. Re-marketing is like reminding, so you want to make your presence known, but in a respectable manner.
Well we hope that the latter five strategies will help enhance your ecommerce PPC services and capabilities. If you have any comments or questions, let us know in the comments section below.
Ecommerce news and information about E-marketing, social media, and more.YisooTraining.com
An online training course platform that features hands-on learning modules in Google Ads, SEO, and more.
The direct link to Yisoo Training's Google Ads online course, a great value for beginner and advanced advertisers.
Company offering SEO and Internet Marketing services for Ecommerce Websites.
Whether for large ecommerce websites or small business sites, here you can find solutions for SEO-friendly web design services.
Yes, also applicable to ecommerce stores, see local SEO strategies and news to help businesses craft successful Google Maps marketing campaigns.
Take your SEO and web marketing efforts to the next level with web presence optimization, and this profoundly awesome strategy guide.
A highly informative Squidoo lens that outlines 3 best practices techniques for "white hat" SEO link building for websites.
Explore a blog that is dedicated to righteous business practices. Find inspiring ideas, industry examples, and insights to improve your business.
More than just SEO, this website optimization company takes into consideration the critical elements that help to convert users after they land on your webpages.
Learn SEO copywriting tips for ecommerce sites. Ensure your product pages are keyword relevant and compelling to customers.
Know these strategies for Pay Per Click advertising and PPC optimization. They are highly valuable for ecommerce marketers.
This is a great article on what to consider when shopping for a SEO specialist or website optimization company.
The ultimate how-to guide on doing local SEO, specifically if you operate a northern Michigan business
Find information, resources, and services for ecommerce search engine optimization, such as link building, content marketing, and more.
This is a great article that provides tips for small business ecommerce sites trying to compete with big-budget goliaths.
Awesome blog that shares tips, strategies, and resources on SEO and website optimization
A great blog dedicated to sharing SEO tips and strategy insights specifically for ecommerce sites.
An insightful blog that offers creative ideas for entrepreneurs and business owners.
Personal SEO Blog with Tips, Strategies and Insights on All things related to SEO.