When aiming to deliver an impressive PPC campaign, it is essential to invest your time and effort in looking at the bigger picture and continuously to look for new ways to create affordable yet conversion-worthy campaigns.
This is exceptionally necessary for all the e-commerce platform owners, who are stepping into an incredibly competitive and complex space, particularly when developing their PPC campaign.
It is necessary to take services from a creative PPC management company since even the smallest businesses are trying to set their foot on the PPC bandwagon. According to a study published in 2018, 45% of companies with a maximum of 50 employees develop their own pay-per-click campaign. This percentage expands to 74% when we consider small businesses with employee number 50 and more.
Since the competition and complexity are so high, overlooking the elements you have in hand. Therefore, it is essential to carefully plan out the PPC strategy for your e-commerce business and get the best by utilizing all your resources.
Why is PPC crucial for e-commerce businesses?
It’s no surprise that most searched items on the internet are products. Therefore, Google search is booming in terms of online searching for products. Thus, more and more businesses dealing with e-commerce are taking notice of the fact and are actively getting on with PPC. in the fourth quarter of 2018, the spendings on Google search ads saw a rise of 43%.
Even Though Amazon still comes at number one in customer product searches, Google is also not lagging. According to a report published by Wordstream, a consumer buys a product in 20 days from searching it on Google and 26 days from searching it on Amazon. The report also suggests that around 35% of the users purchase within five days of searching the product on Google.
Thus, it is crucial to know where and when should one display their advertisement and ensure a rise in their brand’s value and revenue. For this, you may have to take up PPC campaign management services from a reputable organization with the right creative skills and knowledge base.
Apart from that, you can also take guidance from the following 5 tips and get an edge over the existing competition without surpassing your budgetary limits.
PPC for E-commerce:
- Balance out the ultra-specific and broad keywords:
Imagine you own a candy store; you have just shifted to a new location and are working on the street the same as many other candy stores (in a competitive environment). You see, users come by your shop still in research mode about which candy flavor they would want. They enquire from you, move out of your shop after gaining the knowledge about the options they have and the prices these options are tagged with.
Now they move out of your store and purchase the one offering the same candy at the cheapest rate.
Let’s look at scenario 2:
The consumers come all informed, and they know exactly what they want and directly share their requirements.
In which case will the purchasing process be faster?
The latter, right? These customers are much more down the sales funnel and would come with a mindset to purchase.
The latter scenario can be created in the eCommerce space by bidding on the right and specific keywords. For example, in this case, it can be “cheap candy” or “best candy deals online.”
If you put your money on the right, specific, and most searched keywords (related to your business), you will be able to earn the maximum with a limited budget.
- Expand on long-tailed keywords:
There might be many consumers who are well informed about your product but are not aware of the particular model number or product name of what you are offering. Thus, there are high chances they are searching for long-tailed keywords to find the right product for themselves. For example, “black satin dress” or “black dress in satin.”
You can take a look at the Search Query Report in the Google Ads interface to find the exact phrases or keywords that triggered your ad. It is possible to obtain this information from the PPC management company you have hired.
Once you have identified the long-tailed keywords with specific product details, you can continue to bid on the right ones and gain maximum conversions from your ads.
- Bid on similar keywords your competitor uses:
Now that you have considered the users searching for a particular product, why leave out those searching for a specific brand (your competitor’s)? Many searches are recorded from the users hoping to buy from a particular brand but are not sure of it.
It is wise to use this to your advantage.
Make these searches open to options by offering better deals on a similar product.
You can create campaigns with your competitor brand’s target keywords and bring the users to your advertisement. Provide better offers and earn significant revenues.
As easy as a breeze!
- Avoid using competitor’s branded keywords:
While you target your rival’s ad keywords, do not include the branded keywords they have used in their ads. These keywords are specifically for their brand and will bring benefits to you and not them.
The following things may happen if you bid on your competitor’s branded keywords:
- You’ll be investing in less qualified traffic.
- Your competitor has the option of complaining to google, and all your efforts will go down the drain.
- If your competitor notices it, they may drive better traffic to their brand by bidding just a bit more (since they have better quality scores).
- Be transparent with pricing:
When you opt for PPC campaign management services and set up an ad for your e-commerce store, make sure to always be transparent with your product’s pricing.
Providing product pricing in the advertisement will ensure:
- Your users pay attention to your ad
- Only the user interested in buying within the price range will make a click.
Meaning, if your product is for $75, and your ad points it out, a user hoping to buy the product for $50 will not bother to click on your ad. Thus, you save your cost-per-click as well.
When it comes to setting up the right PPC campaign, these pieces of advice are just the tip of an iceberg. There is so much more to PPC- tricks and techniques, more information to gather, things to keep in consideration, and the list go on and on.
Therefore, you will require some help from a professional and experienced PPC management company to guide you through the process of setting up a brilliant PPC campaign at the minimum possible cost while gaining maximum benefits out of it.