Calling all ecommerce PPC marketers! Here we will share an expert Pay Per Click advertising tip to maximize your ecommerce PPC efforts. Some of the real professionals in PPC may already be familiar with this neat little ninja trick, but for many mid-level ecommerce advertisers, this is a tool that offers tremendous direction and insight.
To find the foundation to this trick, click into the Campaigns tab in Google AdWords. In the lower sub-set of tabs is an option toward the right side called Dimensions. The Dimensions tab reveals valuable data about your campaigns' performance.
In the Dimensions tab, you can better learn the nature of your audience how it's reacting to your ecommerce PPC advertising efforts. On the left side, note the various View options. Here you can find different categories of information, such as the Search Terms that are triggering your ads, as well as the Times of Day in which your ads are being shown. In essence, the Dimensions tab can show you how well your impressions are truly panning out.
From the Dimensions tab, you can reveal many profitable opportunities and advancements in your Pay Per Click endeavors. Pinpoint areas to expand into new ad groups, find out when to pause and activate select campaigns, and target certain keywords that simply do not apply (negative keyword research.)
The Dimensions tab is particularly valuable for PPC advertisers who use broad and modified-broad phrase match bidding. The Search Terms View can show you the precise search terms that are triggering your ads. This data can help pinpoint keywords that resulting in wasted impressions. Additionally, this View enables you spot keyword phrases that profitable and worthy of their own ad groups.
Begin exploring the Dimensions tab and start advancing your Pay Per Click ecommerce strategy to the next level.continue...
A decade ago, the idea of small business ecommerce seemed like an impossible dream. Only large companies and multinationals had the resources to utilize Internet servers, develop websites, and pay for web-hosting. This has changed drastically because of the way the IT industry has developed in the last few years.
Right now, there are various opportunities opening up for small business ecommerce. Any business can have a web presence and take advantage of its benefits to increase it customer base and revenue stream.
The main drivers behind the growing opportunities for small business ecommerce include cheaper software and website solutions. Not small businesses can take advantage of free products like Wordpress, or ecommerce specific products like Exponent. Several of these types of platforms offer many downloadable software tools that can help a small business execute online sales efficiently.
Other opportunities for small business ecommerce stem from the use of free web services to enhance customer connectivity and drive down costs. A small business owner can use electronic receipts and invoices to carry out business processes.
In addition, small businesses can have a fairly effective web presence by using social media platforms such as Facebook, Twitter, and Google+ to promote goods and services, and to create brand loyalty among their target customers.
Thirdly, the cost of running web services is reducing with improving technology. Therefore, even if a small business requires its own website under its own domain name, the costs are now affordable. The increasing bandwidth and speeds have made available multimedia applications that enable anyone to freely upload videos, slideshows, audio files, and animated materials at little or no costs.
These benefits translate to number of advantages for small business owners. First of all there is the possibility of increasing the speed of processing orders through small business ecommerce by allowing customers to order via email. Additionally, this reduces the need for customers to visit the actual store.
Small businesses can also take advantage of sending out electronic invoices faster than they would be able to send paper based ones. Not to mention the web offers small businesses many options for advertising. It is now easier to develop online marketing and advertising campaigns through Pay Per Click and SEO.
Lastly, a small business web ecommerce solution offers the ability to collect payments electronically. By using payment methods such as PayPal, it is possible to collect money without waiting for paper based currencies. The beauty of it all is that these options are very affordable and although they are designed for the large retailers, local small business are beginning to take advantage.continue...
Most people use website optimization and search engine optimization interchangeably, but the two are different in terms of their techniques and overall end goals. The two are similar in that they are both useful as Internet marketing strategies, yet we will go into detail why SEO and website optimization are slightly different from one another.
Search engine optimization (SEO) is the optimization of a website to attain higher rankings and overall search engine exposure. The goal of many SEO companies is simply to achieve just that, and only that - get their clients' websites rank higher in the search engines.
Some of the most effective search engine optimization techniques are link building (through guest blogging, article submissions, blog commenting, press release distribution, etc), keyword optimization, loading speed optimization, Sitemap creation, and the strategic use of ALT and Meta tags.
All SEO techniques are geared towards bringing in as many people as possible into a website. While SEO is focused on inbound traffic, website optimization is geared towards all of the latter strategies of SEO as well as increasing a website's conversion potential after users land on the site.
Website optimization refers to search engine optimization combined with strategies of conversion optimization. Conversion optimization refers to measures that are taken to increase the post-click conversion rate so as to have a greater ROI (return on investment). Website optimization is a broader term that also encompasses Pay Per Click (PPC) advertising, mobile website optimization and content marketing.
Companies like the Web Presence Group are emerging players in the profession of website optimization services. They not only provide PPC and SEO services, but they also take into consideration the conversion funnel of the websites. That is, the path users take to submit a form, make a purchase, or contact the client.
Website optimization companies focus on making websites friendlier to search engines and people alike. A website that is friendly to search engines such as one that has both high loading speeds and high ranking. In addition, these services focus on usability with strong copywriting, clean and clean landing pages, creative web design, and intuitive navigation.
So unlike search engine optimization the solely focuses on increased rankings and inbound traffic, website optimization goes one step further. Before you hire a SEO company for your Internet marketing objectives, consider the opportunities and advantages of working with website optimization company.continue...
As hundreds of millions of people open Facebook accounts, it is not surprising that marketing professionals are looking for ways to tap into the opportunities presented. One way of promoting your business, your brand, or your products/services if through Facebook PPC (Pay-Per-Click) advertising.
Before you take on Facebook as an advertising medium, it is important that you know thing or two about the nature of Facebook as an advertising platform, as well as the interface itself. In this Web Ecommerce Solutions post, we dive into some details about Facebook advertising for Internet marketers.
Tapping into Facebook PPC is advantageous in that you will be able target very specific market segments. This is because you can tailor your Pay Per Click text ads to reach only select demographics, as well as individuals who are interested in certain things or activities.
Advertising on Facebook is also beneficial in that Facebook is not necessarily a search engine. Most Facebook users access their accounts at least once each day. This high traffic means you can have an ongoing Internet marketing campaign, just like is the case with traditional PPC like Google AdWords.
A characteristic common in all Facebook PPC text ads is that they wear out very quickly since they appear repeatedly to targeted users. The nice thing about its PPC advertising platform is that you can use monitoring tools to see just how fast the CTR (click-through-rate) declines.
For this reason, you should only use Facebook as a 'poaching medium' for such things as event marketing. It will not always be effective as an automated marketing funnel, unless you dedicate a lot of time and effort to it. Do not let go of your Google AdWords yet since this is entirely different channel and completely different mind-set for users.
Keep in mind that users on Facebook are on the social media site to be social and enjoy themselves. Many users overlook ads, especially those ads that are trying to sell them something.
Develop a Facebook marketing strategy that works. Have a goal in mind, such as acquire more likes and social media loyalty base, funnel users to a squeeze page, or have them opt into a contest or poll. Facebook users feed of interaction, so develop your Internet marketing accordingly.
Another solid targeting strategy while using Facebook for advertising is target your competitor's followers. This is a highly effective Internet marketing approach. Develop a strategy, such as capture more brand exposure and market share, and develop some ads that only display to your competitor's followers.
To have an effective Facebook PPC campaign, come up with keywords/adgroups and replace them with Facebook interest groups. It is these interest groups that should be used as units of analysis. Do a survey on Google with interest and demographic variables in the survey form.
For example, if you have a state-focused Pay Per Click campaign for a Illinois PPC, you can take your targeting further by pinpointing certain demographic variables that best reflect your market segment.
According to a report by the Efficient Frontier, a digital marketing platform provider, Facebook PPC ad costs are on the rise. This means companies and businesses that wait to engage with customers here will find doing so more expensive if they wait too much.
Facebook is relatively new to the advertising model compared to other forms of web optimization. The immaturity of the medium leads to the high volatility in data. It is therefore important that you study the medium for a while before making long term decisions.
The fact that Ad impressions on Google are on the rise while the same are on the decline on Yahoo! and Bing makes Facebook the second best choice after Google when it comes to PPC. It is, however, interesting to note that revenues on Yahoo! and Bing PPC have been on the increase while those on Google AdWords have been on a decline.continue...
The landing page/lead capture page is a Web page where visitors who click on a link or an ad to your website first land. This is the face of your ecommerce website and it is therefore important that you optimize it.
Optimization of landing pages for ecommerce should be focused on high traffic generation, but more important is a high conversion rate. Optimization of the landing page must be accompanied by testing since it is only through testing that you are able to determine what needs to be done. The optimization and testing of ecommerce PPC landing pages is not rocket science, but there is demand for an expert hand because there is need for knowledge in different fields, among them copywriting, math, Web design, and usability.
You must however, never forget that the purpose of the optimization is trying to influence buyers’ behavior. Human nature remains constant. A framework that describes stages of customer behavior and interests was pioneered by Elias St. Elmo Lewis back in 1898. The same concepts are still in use today. The 4 stages in the framework that describes the stages of customer behavior and interest are commonly referred to as AIDA. They are:
There should be a great deal of continuity and logic in the landing page decision making model so that the progression of the visitor is properly supported through all the steps. None of the steps is optional and they should be done in sequence. This however, does not mean placement of equal emphasis on each step.
AIDA applies to different time frames and scales of tasks. A potential customer may interact with a site several times before making the final decision. The other extreme is short-duration and small-scale micro tasks that take a few seconds only.
Visitors should be given what they want. Define key user roles and classes and define the most important conversion tasks for the different classes. For conversion actions that have long delays, mechanisms recording the progress of the visitors must be put in place and the visitors should be restarted from where they reached when they return.continue...
The playing field for ecommerce marketing, whether via organic SEO or PPC advertising, is becoming even more fierce. Almost any product category that pertains to online selling is expanding with more and more ecommerce stores marketing their goods. This has made the opportunities for ecommerce search engine marketing a difficult endeavor.
That doesn't mean your ecommerce site is hopeless for search marketing. Google users, when searching for a product, often search long-tail keyword phrases. That is, instead of searching for "mens shoes," an efficient searcher will submit "men's Saucony Glide running shoes size 11."
These trends in long-tail searching enables ecommerce marketers to capitalize in many ways. Let's go into more detail below.
Understanding the concept of long-tail search is momentous for both ecommerce search engine optimization and Pay Per Click advertising, especially when competition is rough and advertising budgets are limited. This enables ecommerce marketing teams to optimize (SEO) or advertise (PPC) their inventory with great specificity. As a result, the search engine traffic coming to the site is way more qualified and more apt to make a purchase.
One of the best keyword research tools for long-tail targeting is Google's Instant feature. When you go to type a search in Google, it will offer more detailed search suggestions based on trends and popular phrases. This can enable you to drill down on exactly the types of keyword phrases shoppers are using.
After typing only "mens saucony..." Google tells use that "mens saucony kinvara 2" and "mens saucony progrid" are two popular models perhaps worth targeting. Not only do these insights offer ideas for organic SEO, but they can also help us narrow in on our ecommerce PPC efforts. For instance, we can create an ad that stands out from the competition by writing a very focal headline per each model.
For sites with limited ecommerce marketing budgets, easing into ecommerce PPC advertising with long-tail keyword targeting is great technique. When bidding on long-tail keywords, try using [exact phrase match] or use modified broad match to capture any relevant searches that include specified words. Bidding on keywords with modified broad match would look something like +mens +saucony +kinava. Any keyword searches that use those three words (regardless of any other inclusions) will trigger the ad.
Ecommerce search engine marketing, whether through PPC advertising or SEO Peoria IL, is great deal of time, effort, and money. For that reason, it is best to strategize very wisely and enter the playing field cautiously. One of the best ways to do this is targeting long-tail keywords that very relevant to your ecommerce site and the products you have to offer.continue...
There'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.
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.
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.
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.
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.
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.
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.continue...
One way to build a successful ecommerce website is to embark on a Pay Per Click (PPC) advertising campaign. PPC or paid search advertising is fast way to reel-in highly targeted web traffic.
In short, PPC is creating ads to display on Google search (or on other related websites) and you only pay each time an ad gets clicked. Once a user clicks your ad, they will be taken to the landing page that you specify. It's therefore very important that your landing page well-designed and written so that it promotes conversions, or sales.
Many ecommerce PPC advertisers fail to ensure that their landing pages are optimized for the best results. Instead, they use generic, pre-existing pages of a website that has no true conversion funnel or plan of action for users after they land on the site.
In this post, we underscore the significance of optimizing landing pages for ecommerce PPC as well as tips to be mindful of when designing and writing these unique pages.
Personalizing your landing pages for ad copy consistency is a powerful concept that can help you optimize your landing pages for greater PPC success. When a user clicks on a sponsored ad or paid listing, they will anticipate what the ad mentions on the landing page. It's absolutely critical that the landing page meet users' expectations. Furthermore, it's ideal when you can match elements of your ad copy with that of your landing pages.
There are many ways that can help you make consistent your ad-to-landing page content. These are:
* Know the nature of your target market and the ad copy that best appeals to their interests. If you're using an emotional approach in the ad copy, try to follow-up with that approach in the landing page design and copy.
* Design new landing pages for each ad group or ecommerce PPC campaign. Having dedicated ecommerce PPC landing pages for each individual ad group well improve the control and performance of your ads.
During the designing and copywriting of your website's landing page, you should always keep the design and layout consistent with that of the rest of the website. The meaning behind your landing pages is to facilitate sales with predetermined conversion funnel. Whether the funnel is as short as a button that says "buy now" on the landing page, or takes users on a path of learning more through more pages (typically for more costly, high consideration purchases,) having a conversion strategy with your landing pages is key.
Landing pages should contain all the information that visitors demand to move forward with a purchase. This primarily focuses on sufficient and well-written copy, relevant and compelling images, intuitive web design, and minimal navigation (to ensure that the only options are those you want users to take.)
For ecommerce PPC advertising, one of the simplest ways to optimize your conversion funnel is to include a very prominent "buy now" or “add to cart” button on the landing page. These types of calls-to-action should be large and apparent, as well as bright so that they stand out on the page. Additional considerations include having product reviews, video highlights, or small image galleries.continue...
Pay Per Click advertising is powerful form of online marketing for ecommerce sites. Ecommerce PPC enables online retailers to advertise their products in very targeted and precise manner. And although some keyword categories are highly competitive in the paid search playing field, employing the right ecommerce PPC strategy can be a highly profitable endeavor.
Before starting an ecommerce PPC campaign, it is critical to have specific metrics defined for which you'll measure the success of the campaign. Your initial efforts should focus on goal creation and how you intend to measure the success of those advertising goals. So whether your goals are to capture new website visitors or generate more sales conversions, know exactly how you'll measure success is an important consideration.
The greatest factor in deterring the success of your ecommerce PPC efforts is pinpointing the break-even point of your investment. Two important metrics that you'll want to focus on for break-even are cost-per-click and cost-per-conversion. These metrics define how much you spend versus how much you're making.
Another great way to improve your ecommerce Pay Per Click advertising strategy is research and learn all that you can about your target market. PPC advertising enables marketers to reach a very precise market since the marketer is control of which keywords trigger the ad.
If you are well aware of the search behaviors of your target audience, you better minimize your PPC expenditure and save on advertising costs. To learn more about specific market segments, thorough market research is essential. One way in which you can conduct research is assess the demographic data of you ecommerce sales. This will enable you to employ more targeted advertising strategies which are very powerful of Google display advertising.
It's also very important to consistently split test ads and track how different creatives and concepts are working. Once you have learned which ad variations are performing the best you can constantly refine and build upon the techniques that are working the best.
By improving the quality and effectiveness of your ecommerce PPC ads, not only can you improve your CTR (click-through rate) but the quality scores of your ad groups can also potential rise. Take the time needed to perform good content experiments and build the best presentation you can for you market.
To best manage an ecommerce PPC campaign, create a solid plan and establish the PPC ad groups you will use to run your ads. When doing keyword research, segment keyword groupings in very tight and highly relevant categories. Once you have broken apart your keyword list into related groupings, you'll be able to write a targeted ad (or multiple ads to split-test) for each ad groups.
Lastly, don't become too overwhelmed by the fierce competition of big budget advertisers. Focus on carving your very unique ecommerce niche and improving your efforts. There are a number of online resources that can offer great advice on how to reap the greatest profits from your ecommerce PPC services. Additionally, allocate a budget for ongoing education and learning. Pay Per Click advertising has a very steep learning curve (using Google AdWords) so you should be well versed on how to execute essential functionality.continue...
The practice of ecommerce search engine optimization (SEO) is paramount for online stores because it helps to bring in much need traffic to stay afloat. However, what's more important than just traffic is making sales conversions. With so many buying options for consumers and tons of competitors in ecommerce SEO and PPC, conversion optimization is key for ecommerce sites in today's digital age.
Ecommerce conversion optimization refers to the processes of testing, analyzing, and implementing the many aspects of a website that contribute to a sales funnel, or how a visitor interacts with the website. In essence, conversion optimization is the icing on the SEO cake, and is perhaps one the best investments for ecommerce sites. Below are 7 powerful tips to optimize your ecommerce site for more conversions.
Optimizing acquisition channels is very critical if you want to better understand the value of your conversions and where most sales are deriving. Here you'll want to look into Google Analytics to see where your customers are coming from. You should then delve deeper into top-content pages and see where this traffic is going after it lands on your website. This will enable you to become more aware of the acquisition channels that offer the greatest profits.
Quality, value-driven content is king when it comes to ecommerce SEO and conversion optimization. Your content should be highly relevant to your target market, as well as what you offer on your ecommerce site. The best utilization of content stems from content marketing (sharing your good content to build your brand and inbound traffic to your website) and link building (using the content you publish as a means to build quality links back to your ecommerce website.)
Empathy is simply understanding or feeling the emotions and mind-set of another person or group. Sense the perspective of your target market by putting yourself in your customers’ shoes. This will help you appreciate the true nature of what they are looking for. It will also help you pinpoint the weaknesses and opportunities of your site to address their needs. Start on one of you landing pages or high traffic inside pages, and imagine you are a potential buyer. How can you optimize the conversion funnel to make sales most efficient?
Generate social hype through social media, professional affiliations, testimonials, reviews, contests, and giveaways. Not only will this generate popularity and magnify your ecommerce seo efforts, but these social strategies help create trust in customers and often leads to more sales conversions.
Focusing your ecommerce marketing efforts on search (SEO and PPC) is key, for this is the greatest form of web traffic, aside from social media and affiliate marketing programs. There is no better form of search engine marketing, so use both organic SEO for ecommerce sites, along with Pay Per Click advertising, to create synergy and maximize your search exposure. For SEO, focus on the keywords that are driving the most conversions via PPC. For PPC, test the waters relentlessly, but keep in mind the competitive nature of some keywords.
Try using the ecommerce SEO and PPC strategies that your competitors are using, especially those ecommerce sites that have a strong web presence. If you have a truly successful competitor, try adopting there ecommerce SEO strategies. Similarly, try using ecommerce PPC strategies that seem to be working for your competitors. This may include the use of Ad Extensions in Google AdWords or setting up a Google Merchant account for product listings.
Conversion optimization can further make an impact when you know who it is you are targeting. You can pinpoint individuals through CRM data, if available. This enables ecommerce marketers to exploit very powerful PPC strategies like remarketing via the Google Display Network.
Conversion optimization for ecommerce sites must also take into consideration the website's design, product pages, and shopping cart functionality. Take your time and address only one component at a time. The process can get overwhelming, but each piece of the puzzle will contribute to greater results in the end.continue...
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