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5 Strategies for Ecommerce Pay Per Click (PPC) Advertisers

eCommerce Pay Per Click PPC StrategiesThere'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.

Ad Copywriting

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.

Peel n' Stick

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.

AdWords Ad Extensions

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.

Product Extensions

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.

Site Links

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.

Re-Marketing via GDN

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.

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How to Leverage Ad Extensions for Better Paid Search Performance

AdWords Ad Extensions Ad Extensions are powerful tools in Google AdWords that allow paid search (PPC) advertisers to improve the overall appearance and click-through rates of their ads.

In short, AdWords Ad Extensions are simple enhancements that promote the visibility of an ad, and in some cases, the campaign's conversion funnel.

There are four primary Ad Extensions that you can learn to leverage for your paid search advertising efforts. These are:

* Location Extensions

* Call Extensions

* Sitelinks Extensions

* Social Extensions Before we depict each type of Ad Extension, let us first show you how to activate them in the Google AdWords interface.

Activating Ad Extensions

First and foremost, it's important to keep in mind that Ad Extensions are set on a campaign basis. This is crucial to take into consideration, because often times campaigns are set-up to have a number of ad groups that are vastly different from one another. Just be sure that any Ad Extensions you activate will be relevant and logical for the entire campaign as a whole.

To activate Ad Extensions in the AdWords interface, open up the desired campaign in the account you're working on. Next, click the tab that says "Ad extensions," just to the left of "Dimensions."

In the "view:" drop-down option, you can activate one of the four Ad Extensions mentioned above for the given campaign. Below we define and describe the best applications for each extension.

Location Extensions

Location extensions are ideal for geo-targeted AdWords campaigns that have local relevancy. This type of ad extension will include an address (and sometimes a phone number) directly below the ad copy. If the ad appears in the upper-most premium listings in Google search, users can click to expand the address information. This will then show a corresponding map of the specific address of the business that's being advertised.

Call Extensions

For mobile-specific AdWords campaigns, call extensions are a highly powerful way to facilitate conversions. Call extensions allow a search engine user to directly place a call to the company by clicking the phone number in the ad listing.

Similarly, advertisers can set-up "Click to Call" mobile campaigns that are specifically designed for this functionality. With "Click to Call", businesses can run AdWords ads without a landing page, or website. All they need is working phone number to capture the traffic.

Sitelinks Extensions

Sitelinks extensions offer many creative possibilities for paid search advertisers to improve their web presence. Under this extension, custom links can be included in the ad. This not only makes an ad stand-out more, but sitelinks can take users to a more specific landing page, which can aid conversions.

What's nice about sitelinks is that they are applicable for virtually any type of AdWords campaign. It is important, however, to ensure you're bidding enough to have premium ad exposure. Only ads in the top three premium listings will show sitelinks.

Social Extensions

Social extensions are tied to the business's Google Plus page. The ad simply shows how many people have +1'd their Google Plus page. Like the other extensions, it helps make the ad stand-out more. In addition, implementing social extensions can help make your company appear more credible in the search results.

The Takeaway

Utilizing Ad Extensions is a powerful way to maximize your search exposure and enhance the effectiveness of your AdWords campaigns. These features are free and fairly easy to set-up. The challenge is determining which Ad Extensions are most effective given the context of you campaigns and overall business model.

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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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3 Essential Ecommerce PPC Strategies Using AdWords Ad Extensions

Adwords Ecommerce PPCIf you've created a Google AdWords PPC campaign to advertise your ecommerce site, you should definitely be using the ever-powerful Ad Extensions.

Ad Extensions are simple and free enhancements that can make your PPC ads appear more prominent and alluring to search engine users. And because ecommerce PPC advertising is often times very competitive, it's almost essential that you use Ad Extensions to improve the quality and interaction of your ads.

Although there are a number of different Ad Extensions you can use, in this short post I will share with you a few strategies that are specific to ecommerce PPC. These tips will help you get the most out of your PPC expenditure.

3 Ecommerce PPC Tips Using Ad Extensions

  • Use the SiteLinks Ad Extension to include product-specific links within ads targeting more broad-based keyword searches. For example, you can have SiteLinks to the top selling models of Saucony running shoes (e.g. "Saucony Progrid Guide 6") in an ad that's bidding on brand keyword searches like "Saucony Running Shoes for Men".
     
  • If you run an ecommerce site that also has a tangible, retail store that people can visit, leverage Location Extensions for address information to be shown in your ads. This is a powerful way to compete with big-brand ecommerce sites.
     
  • Take advantage of Social Extensions to show ecommerce brand credibility and social authority. In the ad, this extension will display how many Google +1's your Google Plus page has earned. This promotes great trust in shoppers who find your ad socially endorsed by other people.

Want more ecommerce PPC tips and strategies? Stay tuned to Web Ecommerce Solutions for more insights to come.

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Google AdWords Launches Dynamic Structured Snippets

The Google AdWords team is introducing dynamic structured snippets which can give your PPC ads a new facelift. These automated extensions will display information that reflects the content found on the landing page of an ad.

Adwords

In essence, AdWords is further delving into structured snippets which were introduced in September 2014 by lacing ads with an additional line of text. This is designed to show more specifics about the content carried on your site. Ultimately, your customers can see more specific information to make a decision on whether your site contains the information they are looking for. Not only can this help your ads' click-through rates, but also bring more qualified traffic to your landing pages.

Enhancing Ad Real Estate & Relevancy

As of now, dynamic structured snippets have been designed to work with retail, hotel as well as flight searches. A typical ad may look like this: 

Dynamic Structured Snippets Adwords PPC Ad

According to Google, this move will be good for your business by helping potential customers learn and discover more about your products or services without you having to change anything. This is because the additional information that goes with your ad will be pulled automatically after an analysis of your site’s content. You will also earn more PPC revenue as a result of your ads becoming more industry-specific and structured,

How to Manage Dynamic Structured Snippets

If you don’t have a problem with dynamic structured snippets, your Adwords will automatically start carrying the additional line of text/information. However, if you are not a fan, fill this form to notify Google of the same. You will still fill the same form in case you have a change of heart along the way.

Data on the performance of the dynamic structured snippets can be accessed from the Ad Extensions tab: simply click on Automated extensions report found under the “View” menu. All your other eligible ads will display performance data as before through the existing performance reports.

Like other Ad Extensions, Google will not charge you for the dynamic structure snippets, but the only for the cost per click of an ad.

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