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3 Ecommerce PPC Tips to Maximize Ad Spend

Ecommerce PPC TipsWhether you Pay Per Click (PPC) expert or beginner, there's a few powerful ways to help maximize your ad spend. When it comes to ecommerce PPC advertising, this can be a momentous game-changer in revamping your campaign.

Below we offer three tips to help your ecommerce PPC campaign thrive.

Develop More Specific Landing Pages per Ad Group

One of the biggest mistakes that PPC advertisers make is directing user-clicks to the home page. In short, specificity is extremely important for success in ecommerce PPC advertising.

Fortunately for ecommerce PPC, product pages are a common landing page - which happen to be ideal so long as they are designed with conversion optimization in mind. However, when you're bidding on more broad based keywords (such as 2 and 3 word phrases) choosing a landing page might be challenging.

Landing pages for ecommerce PPC advertising should have a direct connection to the corresponding keyword and ad copy. Be sure to evaluate where you are taking your visitors after they click your ad's. In some cases, you might find opportunities to develop more specific landing pages with better calls-to-action and conversion funnels.

Pinpoint "Negative Keywords"

Negative keyword research is just as important in ecommerce PPC advertising as traditional keyword research. Adding a "negative keyword" in AdWords tells Google not to trigger your ads when an unwanted keyword variation is searched, such as "free men's socks" or "men's socks reviews."

If you are using broad, modified-broad, or phrase match bidding strategies, you'll need to find out which keyword variations are resulting in unwanted impressions and clicks (and thus wasted ad spend.)

To find good negative keywords, click the "Dimensions" tab in the AdWords interface. In the filter option, select "Search Terms." Here you'll see precisely the keyword phrases that people are using that trigger your ads. This information can be extremely revealing, and sometimes shocking.

Once you've pinpointed the negative keyword variations found under the "Dimensions" tab, you can add these keywords under the "Keywords" tab. The negative keywords option is down below, under the keywords that you're currently bidding for.

You may also realize that broad match bidding is just too costly for you ecommerce PPC campaign (because broad match semantics are often extremely broad according to Google.) You may want to employ more precise bidding strategies like modified-broad or exact phrase match bidding.

Keep on Your A/B & Split-Testing

Ecommerce PPC ad testing typically begins with good intentions. However, it's not uncommon for A/B and split-tests to become neglected and forgotten about. In essence, ecommerce PPC advertisers have a lot on their plate.

Although you do want to run your tests for a fair amount of time (a few weeks or months, depending on when enough statistical relevancy is reached,) you don't want to neglect them. Revisiting your split-tests, and analyzing what copy is working and what is not, is key to attaining better CTR's and conversions.

Create a testing schedule or little reminders to help you come back to your A/B and split-tests. This will significantly improve your ecommerce PPC performance.

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