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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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Paid Search Ad Spend Jumps to 27% During the Thanksgiving/Black Friday Weekend

Following unfortunate reports that brick and mortar sales registered low performance during the Thanksgiving weekend, ecommerce emerged as the torch in cyber sales, thanks mostly due to mobile search.

Mercent, which powers a number of of the online campaigns for some of the greatest names in the industry (such as Brookstore and Office Deport) reported an astonishing 40% increase in online sales on Thanksgiving Day as compared to the same period in 2012. On the other hand, Black Friday sales registered a 35% increase, which was a record high.

Huge increases in retailer paid search engine spend were recorded. According to a new report released by Kenshoo, this Thanksgiving recorded a 27% increase on paid search campaigns as compared to the same Period last year. Black Friday and Thanksgiving registered 21% and 33% paid search spend respectively.

Aaron Goldman, the Kenshoo CMO said the two days had a dramatic effect on Kenshoo which saw an increase in the paid search ad spend and consequently an increase in the revenues from online sales which was a clear indication that the peak season is off to a good start. He opined that the trend is expected to continue.

This season, tablets and Smartphone had the lion’s share in terms of expenditure. Expenditure on computers dropped to 60.3 percent, a 24.1% drop from last year. On the other hand, the Smartphone budget rose up to 79.1% which accounted for 21.2% of the total spending on paid search. Tablets’ total paid search spend accounted for 18.5 per cent of the total search spend.

Goldman added that with the total paid search ad spend for phones and tablets accounting for close to 40% of the total paid search ad spend, it was a sign of a total revolution. He opined that the trend shows marketers have devised a strategy to win over shoppers wherever and whenever they went to.

In 2013, it is estimated that about 44.2% of all paid search clicks were attributed to mobile devices. Of these devices, 27 percent went to phones while 17.2% were attached to tablets. These figures indicate a rise in paid search clicks from the previous years, with 2012 recording 27.7% in the whole of November and a 14.5% in the entire holiday season of 2011.

However, in terms of revenue, computers are still ahead of the pack though the gap is fast reducing. The revenue share from computers recorded a fall from 90.4% in 2012 to 73.2% in 2013. The revenue share from mobile devices recorded a 176% increase this year with tablets registering a 22.4% while phones registered 4.4%. The revenues attributed to phones are still on the lower side as compared to tablets since most people prefer to shop from the comfort of their couches with their tablets.

According to Mercent, Google shopping recorded a faster growth rate than Amazon.com during Thanksgiving and Black Friday. This growth is as a result of Google’s effort to provide its shoppers with more engaging tools for shopping. Amazon and Google registered 26% and 70% growth respectively on Thanksgiving. Similar outcomes were posted during Black Friday.

To learn more about this news regarding the Black Friday weekend of online sales, visit Search Engine Land where they have more insights and upcoming news regarding cyber Monday.

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