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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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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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Using "Search Terms" to Improve PPC Campaign Management

PPC campaign management is often times are tricky undertaking for many advertisers. The Google AdWords PPC advertising platform is requires some degree of familiarity to know how to make proper executions. As a result, many marketers fail to manage profitable PPC campaigns.

Trying to manage a PPC advertising campaign on Google AdWords demands the right knowledge on how to use the right tools to properly set-up and manage a PPC campaign. In this blog post, I am going to share with a powerful tool to help you with you PPC campaign management efforts.

Search Terms in AdWords for PPC Campaign Optimization

There's a highly powerful tool in AdWords that can reveal a wealth of insights. It is called "Search Terms" and it is found under the Dimensions tab in the AdWords interface.

PPC Campaign Management 1

Under Search Terms, PPC campaign managers can view the exact keywords that are being used to trigger their ads. This information can offer a lot of great information and data. For some individuals offering PPC campaign management services, Search Terms is their go-to source to optimize their PPC campaigns.

For example, observe the image below of a troublesome PPC campaign. In this ad group, the PPC campaign manager is only selling Ghel parts and components, not actual Ghel skid steers.

PPC Campaign Management 2

Based on the information given by Search Terms, we can conclude that keyword bidding techniques that are being used are resulting in unwanted impressions and clicks throughs. As a result, these bidding tactics are wasting budget.

To optimize this PPC campaign for better performance, we will use more exact match bidding strategies to avoid these problems.

Other Insights for PPC Campaign Management

Taking advantage of Search Terms is one of the best resources for PPC campaign management. Another way you can leverage the information offered by Search Terms is for negative keyword research.

For instance, if pinpoint keywords that we clearly do not want triggering our ads (e.g. "free," "tutorials," "cheap") we can include these unwanted keyword variations in the negative keyword list (which is located just below the targeted keyword list in the AdWords interface.

Learn more about how to use AdWords and maximize you company's web presence with PPC campaign management by staying in-tune with the Web Ecommerce Solutions blog.

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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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