Ecommerce marketing has been at the forefront for increasing the awareness of companies and products electronically. PPC stands for Pay-Per-Click and is a type of online marketing in which advertisers pay for every time they click on the ad. Investing in PPC advertising is essential to getting the most out of your ecommerce website and attracting new leads that make money online. However, many ecommerce retailers find it difficult to run their PPC campaigns because they are ineffective, counterproductive, and poorly managed. Ecommerce marketing can be tricky if not done correctly. As your competition grows, you will have to make use of advanced or new strategies to stand out from the rest. Follow these proven strategies to implement and optimise profitable PPC ecommerce campaigns.
1. Revise and Renew your Product Page
Revise and renew the product details on the product page. Product pages should never look out of date. Every time someone visits your product page, they want to read about your perfect selling point, so take your time to write a compelling sales pitch. Another important aspect minds get influenced by is good product pictures. Make sure your product images are crisp, clean, and fully optimised at the backend. Product videos make a huge difference too. This not only increases sales opportunities but also creates value.
2. Optimise your Product Pages and Product Feed
One piece of the puzzle many ecommerce PPC experts don’t miss out on is optimising product pages. This line of action is mandatory for both SEO and Google ranking. Writing an interesting product name, finding keywords related to your product and adding them to your description and header tags is the most effective way for your product to be sold online. Also, write a good, unique, and relevant description of your product. You should also optimise your product feed using the Google Merchant Center. You can run Google Shopping ads using the Google Merchant Center.
3. Offer a Good Shopping Cart Experience to Customers
Many ecommerce companies fail to give the satisfaction of a quick and hassle-free shopping cart experience. Prefer optimising the industry’s top shopping carts type – Woo Commerce, Shopify, and Big Commerce. These carts have everything you need to grow your business, making them ideal for SEO, design, and opt for paid searches. We also have a support team to help you if you need help. If you don’t already have one, it might be worth taking a look at their carts.
4. Add Structured Data Markup to your Website Pages
Structured Data Markup allows you to mark up elements on your website so that Google can understand the data on your pages. The clearer Google understands the data on your pages, the more interestingly and relevantly your web pages or even your products can be displayed in Google searches. If you also send HTML emails to your subscribers, a markup wizard will show you how to modify email templates so that Gmail can present information to users in new and convenient ways. Schema is a structured data markup tool backed by Google, Microsoft and Yahoo. It improves Internet collaboration by creating a common vocabulary for describing data on the Internet. Adding Schema Markup to email messages can help other non-Gmail email users recognise your data too. You can use the schema vocabulary to describe data in a variety of formats.
5. Create Compelling Ecommerce PPC Ads
Today, social media platforms like Facebook and Instagram are great channels having a chunk of viewers. Facebook has a very strong goal of bringing our products to the best people of all age groups. Ecommerce PPC Ads can attract such custom audiences for scaling businesses and getting a high ROI.
6. Apply a Bidding Strategy
When it’s about PPC campaigns, we should prioritise the ongoing process by identifying the performance of the highest-selling ads and adjust the bids strategy accordingly. Also, identify the most searched product category in your store and create PPC campaigns for each category separately. Follow these rules to make a profitable bidding strategy:
- Create a search report of 6 months (or more) in advance to see how Google Analytics is performing at the moment. Identify the search term or combination of searches that have generated the most revenue or ROI in the past.
- Take a call on filtering high return queries
- Observe any interesting patterns in queries that help you in modifying
- Priority-based ads, bid adjustments, and negative keywords are used to optimise Google Shopping campaigns.
- Apply the priority levels from High-Medium-Low to Low-Medium-High bids. Priority determines the order in which Google displays your campaign. High priority literally means that Google is considering your campaign first because Google considers it its highest priority.
7. Leverage Google’s Product Listing Ads
Google store pages are popularly known for promoting products extravagantly. Running Google Store ads helps the audiences to pay a virtual visit to your store page. So, invest in new product launches and optimise your Google Store page with ads for each product based on results. You can use ecommerce tracking settings to view sales and ROI tracking settings to view the ad performance of each product. Turn off ineffective ads and underperforming ads for low-selling products and increase your budget for high-selling products.
8. Optimise Dynamic Campaigns
A dynamic campaign feature is a new option in the multi-campaign tool. This feature offers the flexibility of running different campaigns on the same website. Dynamic ads automatically break your website into customised product and service groups such as shoes, mobile phones, and laptops. Select one or more categories related to your site. So even if someone visits your website at night, browses Facebook and does nothing, they will promote your brand as if they suddenly you’re your feed. Thus, dynamic restructuring can highlight your brand in some or another way and indirectly, bring more revenue to the company.
9. Focus on Sending out More Emailers
It is very important to target audiences who re-purchase and make future purchases you’re your ecommerce store. This can be a result obtained through Emailers. Thus, you can automate this with email marketing. Set up an automated campaign that goes on weekends or public holidays. In this way, the content of the product overview can also be generated automatically. You can use automated Emailers to bring targeted audiences to the website, make re-purchases and eventually grow sales.