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7 Easy PPC Advertising Tips for Efficient Campaign Management

Whether you've started a PPC advertising campaign or provide PPC campaign management services, the learning never stops. In addition to new changes and features constantly rolling-out, PPC advertising is constant endeavor or refinement and optimization.

In this article, we share with your seven simple PPC advertising tips that can make PPC campaign management more efficient. These PPC tips will help to improve keyword quality score, conversion rates, click-through rates, and all while minimizing ad spend.

1. Modify PPC campaign settings: On the network settings, choose either search or display. On the part of devices, select the mobile traffic, which is way cheaper than selecting the option for desktop and laptop computers. On the ad rotation settings, start off by rotating your ads evenly. This will ensure that all your ads are tested before any of them is left out.

2. Obtain a specific PPC advertising theme: Additionally, be very specific on the theme you prefer by selecting ad groups and keywords, which are closely related to each other. Instead of setting very broad terms, split the keyword into more specific terms then use different ad groups with even more specific keywords. Use different variations of certain keywords like dinner clothes, clothes for dinner etc.

3. Make use of the right PPC landing pages: Always direct a user to the specific page that contains the information that was keyed in. For instance, if your website is dealing with shoes and clothes but the user was specifically looking for shoes, why would you direct this visitor to your homepage? Leading the user to the right path increases the rate of conversion and is an essential practice for PPC campaign management.

4. Get the most returns for your ad spend: There are basically three match types of ad words, the exact match, broad match and phrase match. You should bid on keywords based on their match type and the volume of traffic they are likely to attract. For instance, the broad match is likely to attract high traffic but a high number of this will not be relevant. On the other hand, the exact match type represents the keyword that is specific to your product and is likely to experience the least traffic. However, there are high chances that this kind of traffic is highly relevant and will convert. For this reason, you should pay more for such clicks.

5. Experiment with placements in the SERP: You must not always assume that your conversion rates will be high when your site is at the very top of the SERP. Just take your time to figure out at which position your conversion rates are the highest and make the necessary changes. Companies that provide PPC campaign management services often times utilize software to help with these techniques, such as Wordstream.

6. Focus on the dimensions tab: This tab gives you vital information that you can use to better your campaign. For instance, you can cut down on the cost of PPC by turning off your ads during times when there is no conversion. You can use dimensions to understand when your users are likely to convert so that you can only spend your money on ads at this time.

7. Always check your PPC campaign performance and test new keywords: Make sure you keep reviewing your account’s performance to ensure that you are doing your best. You can even add new keywords and landing pages from time to time to see if they will have an impact on your conversion rates.

Do you have other tips for efficient PPC campaign management? Please share them in the comments section below!


The Social Media Management Tips for Ecommerce Marketers

The evolution of the Internet has seen the emergence of social media which has basically revolutionized the way people use the Internet. While previously the major concern for most people was getting information from the official websites of the various companies, this is no longer the case.

The above scenario meant that clients literally had to look for the companies and all the companies had to do is ensure they top the search engines.

Nowadays, with social media sites, people get information through the sharing of links, blogs and a number of other platforms. Thus while waiting for clients to come to you, they would be literally shopping from the social sites they use and buying from the competition. This has brought much prominence on social media marketing and just how to execute the strategies effectively and successfully.

In order to attain this, businesses have to understand the concept of using social media marketing and the essentials of interacting with an audience. Given that it is a new field, not most E-retailers will be familiar with it but a good mastery of the basic essentials will enable them conduct successful marketing strategies.

There are three major essentials of social media management that any ecommerce marketing strategist should keep in mind:

• Avoid sales pitch and focus on promoting your company and the products. People go to social sites to interact, find out the latest from friends and corporate sites, not to be bombarded by sales pitches. Keeping on mentioning your products and pitching for sales will discourage the potential markets.

Whatever you share in whichever social site should be useful and offer information to the user. This encourages repeated visits and purchases, which can empower your ecommerce marketing strategy. The idea here is to get people relying on you for information in your industry and arousing the interest of the clients in your products. You can provide current news in the industry, tips on the use of several products, conduct surveys and polls. Remember the content has to be informative and entertaining to be useful and attract attention.

• Keep track of your competition. The field of ecommerce is very competitive. To be sure you are abreast of the new trends and are not lagging behind. You should pay attention to at least your top five competitors. From what they are doing you will be able to compare with your own strategies, learn what can work, what you need to improve and your strong points in social media marketing. You should know which site they are popular and just how popular. You should also know their methods of promotion in social media.

• Empathize with your target market. You need to determine earlier on just who your target market is. They could be several depending on the variety of the products available at the store. Identifying the targeted market helps you trace the social media sites they are most likely to be found and it also helps you reach them in ways that meet their needs. You can thus avoid wasting time and effort while being more efficient.

Social media can help you optimize your ecommerce marketing efforts substantially.


On-Page SEO and Website Optimization Tips for Ecommerce

Given the competition in the ecommerce field, many online business people are opting for creative and ingenious ways to stay at the top. As expected much of these strategies revolve around search engine optimization. One sure way is on page optimization (or "on-page SEO,") which are tactics employed on the website itself to ensure it attains higher ranks on the search engines, helping to increase your brand's online visibility.

There are numerous SEO strategies for ecommerce websites that you can employ, but for on-page SEOm ensure you keep in mind the following tips to build a powerful online store.

1. The structure of your URLs - While it is not a guarantee that you may have control on what your URL will look like, it is important to ensure it has either the products names or keywords. This is much more effective than the usual numbered URLs. These are unknown and will not help in identifying your products. Still on the URL structure, ensure you avoid cases of duplications which end up in having your product on different pages.

2. The content of the title tag and the meta description - The HTML title tag forms one of the most important aspects of your website. Given the provision of up to 65 words, it is important that you include all the relevant key words and name of the product. The meta description which is but a short description that appears on the search pages with the SEO title is also crucial. While it does not play a role in the ranking of the page, it does have an influence on whether someone will click to visit the page. Thus it should be summative and well as descriptive to capture the attention of any person looking for the product. Usually it is about 160 words.

3. Use of images and ALT tags - Images and the ALT tags provide an opportunity for you to slot in important keywords and names. This will help optimize the page as the search engines can rank the images. Aside from the SEO advantages, images liven up the page and most customers are likely to buy what they can see and access hence the need to have a picture. Care should however be taken so as not to have too many images as they would make the page load slowly.

4. Unique product descriptions - These have a double advantage. Depending on the choice and distribution of keywords, the product descriptions help the ranking of the page. They also help in convincing the customers about the product. They have to be precise and informative with the number of words just enough to answer the questions of the reader but not too detailed to overload them. It is important to avoid tailoring the descriptions content to just the search engines at the expense of the client’s need for information.

5. Leverage engaging videos - Use of videos creates numerous advantages, when a video thumbnail is added to an article, it helps increase its rank. They also are a great way to explain information and many Internet users will choose them over a plain article.

We hope these on-page ecommerce SEO tips will help you build a well-optimized website that's geared for search engine success. For more information and resources about on-page SEO and website optimization tips, visit the Web Presence Group, a highly acclaimed provider of website optimization services and insights.


Know the Basics of Website Optimization for Online Marketing

Website Optimization for Online MarketingThe importance of website optimization has gained prominence with the increased number of online businesses and with more people relying on the Internet for information. The need for optimization has been majorly to beat the competition and get to direct traffic to the website.

Website optimization thus basically refers to the strategies and means used to increase visibility online and get higher page ranks amongst the major search engines. This stems from the fact that with many people browsing online for information and looking where to purchase products and services, only those sites easily accessible and traced will attract traffic and eventually result in higher sales.

Website optimization involves a unique mix of techniques that have to be all successfully executed to guarantee desired results. With the high competition in ecommerce marketing, it is important for any business to master the basics of website optimization. Important aspects to consider include the following:

On-page Optimization

On-page optimization refers to the strategies employed on the web page. They include the title, tags, articles on the website, the keywords used and the choice of URL. It also includes the design of the webpage. The important guiding principles are three. As for the tags and the keywords, they should be well placed to ensure you attain a higher rank and that the search engines can actually get the keywords you want to project. As for the content, while it should be rich and well optimized, remember content is nowadays part of optimization. It should be relevant and informative to the target audience. The design of the webpage should also be attractive and matching to the products or industry. The pages should load easily and be interactive and share features.

Off-page Optimization

Off-page optimization refers to your efforts elsewhere to enable you gain increased online visibility and improve your rank on the search engines. The most common method is to have quality backlinks to your page. There are several methods involved here. First, there is the ethical gathering of links from relevant sites leading to your site. Relevant respectable sites give you quality links which not only provide you with visibility but do much to improve your search engine ranking. There is also the writing of articles and submitting them to directories; these have your links and help you establish your credibility as an informative source.

Social media

With the emergence of social media as a powerful communication tool, it will be detrimental to ignore it in your website optimization attempts. You will need to have accounts in the popular social media sites where most of your clients are. Aside from being a source of back links, you get to interact with your consumers and it can also be used for customer care. You would need to have a blog for your site; this creates an interactive channel and allows you more space for promotion and increased visibility. For maximization of social media you should add share features and enable the clients to purchase from their favorite social sites. 

For more website optimization tips and techniques visit the Web Presence Group - a professional provider and educator for SEO and website optimization.


AdWords PPC Advertising Projections for 2013

PPC advertising had its highs and lows in 2012. Entrepreneurs watched as the increase in their budgets corresponded with a high return on investment (ROI). During this year you may have noticed that the rates for placing pay per click ads went down.

This was the case in ads for product listings and mobile phones. As we move forward in 2013, we have yet to see substantial movement in this area. Nonetheless, below we share with you some predictions as to what you can expect with AdWords PPC advertising:

• Increased competition on product listing ads: Few retailers dwelt on product listing ads (PLA's). This has in turn translated to low fees for placing ads. In 2013, more merchants are likely to join the bandwagon. As this happens, there is likelihood that Amazon will allow more people to access its advertising program. Google is the other player that will enjoy more patronage as a result of low cost per click fees.

• The end of "Scroogle": During the Christmas holidays, you might have noticed this campaign from Microsoft. It was meant to compete with Google’s model of selling results to highest bidders. Though it is a worthy concept, PLA are going to increase in popularity. In the end, Microsoft will have no choice but to abandon Scroogle in favor of PLAs.

• Aggressive push for re-marketing from Google: Re-marketing was popularized by Google. This was achieved through adoption into the Ad Words network. The same has now been absorbed into Google Analytics. This year, Google is expected to add Dynamic display ads. As a result, advertisers will utilize this to take their potential clients through the process of buying their goods and services. It will be no wonder that Bing will duplicate this.

• More YouTube ads: In the past we never used to have clickable ads on You Tube. Judging by the number of hits this platform has generated, Google decided to launch the feature. The way it works is that you will only pay where users have watched the videos you have posted. It is also referred to as skippable ads. In a nutshell, for any videos that get skipped, you will be safe. This exciting feature is set to get big in 2013.

• Google’s Paid Shopping: The use of Ad Words has been a success. To ride on this model, Google is expected to move Google Shopping to run on the same model. As a result, there will be more space to place advertisements. It will also minimize the possibility of duplication of results from Ad Words and those from the normal shopping activities. Since the service is no longer offered for free, you can use this chance to post products that give high return margins.

• Google Trusted Stores: Google uses this to improve the way a user shops online. Only those stores that have shown reliability in terms of shipping and support to customers get awarded this recognition. It is already in operation in the United States and 2013 is sure going to raise the bar higher.

• Overall growth in PPC: Whenever you do an online search, you will realize that there are a lot of ads appearing on the screen. These translate into huge revenues for Google. As a result, the search engine giant will stick to the PPC advertising model and increase the prominence of ads in all search result pages. Especially for ecommerce PPC advertisers, through the use of PLA's, Google will not only increase visibility through organic searches but from the ads as well.

This is just the tip of the iceberg for PPC advertisers. It's hard to tell exactly what the future holds, so stay abreast some trusted such as Google's API forum and the official AdWords community, to name a few.


6 Tips to Optimize Your PPC Campaign

Optimize PPC CampaignToday, numerous businesses are seeking to reach out to their target audiences online through paid mediums like PPC. Successfully managing a PPC campaign can be very effective for a business that is launching a new product, a small company trying to reach a specific market, or an enterprise level ecommerce store.

The one thing that these businesses are focusing on is connecting to a large number of their target customers online within the shortest possible time. This can be fulfilled by launching and optimizing a PPC campaign. In order to yield meaningful results in your PPC campaign within a short duration, make use of the PPC optimization tips mentioned below.

1. Incorporate changes to improve your ad copy text: In order to successfully optimize your PPC campaign, you should twist the AD copy text to improve its effect on target customers. You can do this by creating a list of the main services or products, which are unique to your business. You should also make sure the right keywords are used in the ad title or text. Create a distinction from other ads by capitalizing your URLs. You may decide to come up with a number of ad variations (2 or 3) so that you can identify the one that works best. Make sure your ad copy communicates the best offers directly to your target customers. You can use phrases like free shipping. Finally, pay attention to your call to action. Phrases like shop now or buy now, yield the best result.

2. Keyword selection: Avoid generic terms and target those keywords that are very specific to the product or service you offer. You should also avoid using broad keywords. Always get the search term reports to understand which keywords lead to higher conversions so that you can add them to your list. From this PPC keyword report, you can get information on the wrong keywords, which were not yielding any results so that you can eliminate them from your list.

3. Keyword insertion: Use the dynamic keyword insertion. For instance, {KEYWORD="WOMEN BOOTS"} will show each letter of your keyword in upper case. You can insert your keywords dynamically which helps in boosting your quality score. Remember that, with a high quality score, your listing can rank higher in the PPC results for less cost per click.

4. Focusing on the quality of your landing page: Select the right landing page by ensuring that it matches to your ad copy. You can target your homepage or any other page within the site but make sure the information in that landing page is what has been described on the ad copy. High quality landing pages should load faster (in around 10 seconds); have minimal links to avoid confusing visitors and provide brief sign up or registration requirements.

5. Make use of ad extensions: In case you are using Google ad words, consider using ad extensions to maximize PPC results. The extension provides additional information in your PPC ad. They are basically 5 types of ad extensions. These include location extensions, sitelink extensions, call extensions, product extensions and social extensions.


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