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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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5 Common Ecommerce PPC Advertising Mistakes

 Ecommerce PPC AdvertisingMany ecommerce businesses are struggling with PPC campaigns as a result of making some major mistakes over and over again. The good thing is that, once they learn from their mistakes, they are able to see the fruits of their ecommerce PPC efforts.

To better improve your ecommerce site's PPC efforts, consider the following 5 mistakes made in PPC advertising and how to make things right for your business.

1. Forcing visitors to your homepage first: Ecommerce PPC ads should be able to send visitors to the relevant pages they searched for. Many people always create links which send visitors directly to the homepage. This forces them to navigate around for the kind of service or product that they were searching for. Unfortunately, most people do not have the patience to do this and will likely click off if they do not see what they were searching for immediately. For this reason, make sure that when visitors search for a specific service or product you offer, you send them right to the page where you discuss this product or service of interest instead of the homepage.

2. Disregarding negative keywords by using too many broad match keywords: Many people use the broad match keywords because it is no secret that they yield a high ROI. However, one strategy that can come in handy is having a list of negative keywords as well. Make use of negative keywords and a good number of exact match keywords as well. This will yield better PPC campaign management benefits as opposed to having only the broad match keywords.

3. Repeating the content in the description and headline: Many people do not realize that saying the same thing on the headline and description is a simple waste of space. The headline and description always work together. For this reason, you must not repeat information about your PPC ad on both no matter how tempting it might seem. If something is already highlighted on the headline then do not repeat it on the description.

4. Overlooking the testing procedures: Many companies ignore testing due to a number of reasons. Testing is a very critical aspect of any ecommerce PPC campaign. It must be considered before the PPC campaign even begins. Look at the testing tools available and choose one that is appropriate for your business. However, avoid running too many tests concurrently. This will only create confusion and become a waste of time.

5. Ignoring your competition: Whoever said that you should keep your friends close and your enemies even closer was right. In you ecommerce PPC efforts your competition is of extreme importance since you need to know what you are up against. You need to analyze their ads from time to time so that you can look at the features which will give you a better chance of getting more clicks. For instance, if your competitor’s ads are conveying a message of cheap products and services then aim at making your own target consumers in this manner as well. In summary, mistakes in ecommerce PPC advertising are common and you only need to acknowledge then learn from them.

Do you have any PPC optimization tips that you'd like to share? Let us know in the comments section below.

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PPC Optimization Tips for Using Negative Keywords

PPC OptimizationThere are times when your PPC advertising campaign might be suffering from a very low click through rate. It is also possible that you might be wasting a good amount of money on irrelevant or vague keywords. It’s important to regain control over the PPC campaign by using negative keywords to stop showing advertisements to the wrong target audience.

While traditional keyword targeting allows you to display ads for relevant keyword searches (i.e. "mens shoes"), negative keywords need to be used to prevent ads from being triggered to the wrong audience for unwanted keyword variations (i.e. "mens shoe shine"). Using negative keywords is vital for PPC optimization and refining the ad targeting of your campaigns.

Tips to Use Negative Keywords

It is important to understand that your Bing and Google reps need to have lists of negative keywords for similar accounts. Therefore, you will have to check them for relevance. In addition to this, you will have to make sure they do not take crucial terms out of play in the PPC campaigns. This can be a good starting point.

Just like planning a traditional keyword list, the next step is to explore Google (AdWords) Keyword Planner. It allows you to check related terms. This way, you get a clear idea about certain terms you can take out of your campaign for PPC campaign optimization.

Last but not the least, it is recommended to use Google’s search query report to classify new negative keywords. In fact, it’s considered to be the most effective way to check what kind of real searches are triggering advertisements. Moreover, you can also take out the ones that don’t make any sense.

How to Make the Most of Negative Keywords?

It’s worth mentioning that Bing Ads is the standard platform for purchasing search terms across Bing and Yahoo search engines. Since negative keyword practices for Bing are different from AdWords, it’s important to consider a few things. A major difference between AdWords and Bing is that advertisers can designate only exact match negative keywords and phrases for Yahoo and Bing searches.

In case you import Google advertisement campaigns to Bing, like most advertisers, you need to understand that the broad match negative keywords will automatically get converted to phrase match negative keywords by Bing. This is important if you're providing ecommerce PPC management services for large online store sites.

It’s important to understand that Bing doesn’t support basic keyword-level negatives. However, it’s possible to set up ad group and campaign level negatives, just like AdWords. In order to make everything easier, you should use Bing’s instructional guide about setting up negative keywords. For your convenience, Bing also provides shared negatives’ list.

Verdict

Considering to place your money on the most popular keywords isn’t the end of the battle. You also need to focus on the most sophisticated set of negatives. Building negative keyword lists should be refined and continuously expanding on the basis of real data.

In most cases, Google does a great job of browsing through millions of advertisements to serve the most relevant one to a searcher. However, there’s still scope for mistakes. The most effective way to make sure this doesn’t happen to your PPC campaign is to spend some money on negative keywords.

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