E-commerce PPC management is vital in ensuring you’re getting the investment you make in sales from running PPC campaigns. Without it, you’ll likely be wasting most of your ad spend. You’ll also end up questioning the effectiveness of running ads for the growth and sales of your store. You can make more data-driven decisions to maximize your ROI.
If you’re looking for ways to manage your PPC campaigns better, here are some of the best tips that you might want to take note of:
What is E-commerce PPC Management?
Pay per click of PPC management is strategizing and optimizing the ad spend of your e-commerce store. The goal here is to enhance your ad performance and boost your ROI.
But the thing is, there are a lot of things that you go through when it comes to managing your PPC campaigns. This includes creating landing pages, analysis of keywords, channel targeting, etc.
Managing your PPC spend is vital because the costs will eventually outweigh the benefits if you don’t track your spending. On top of that, you need to know how well your campaigns are performing so that you can adjust them accordingly and partner with a reputable PPC agency.
So, here are eight actionable tips for effective e-commerce PPC management:
1. Define your goals
Now, one of the most critical steps when it comes to PPC management is knowing what your e-commerce goals are. This will allow you to see the direction of your PPC strategy so that all of your efforts will be aligned with these goals.
Your goal might be to boost site traffic, generate more leads, increase your conversion and sales, or expand to new markets. You must be clear on what you want to get from your PPC campaigns so that you can tailor your strategy well.
2. Optimize every aspect of your ad
ROI-driving ads don’t just have a compelling product image. Instead, everything from the ad copy to the CTA’s landing page should be optimized for conversion.
So, how can you enhance your ad performance and ROI? PPC campaign conversion requires you to break it down into smaller ad groups effectively. Picking the right keywords and coming up with compelling text ads is crucial to driving online shoppers to click and make a purchase.
3. Choose appropriate keywords
As mentioned previously, you need to pick the right keywords. Keyword research is vital so that you can find the keywords that are related to your industry.
You also need to pick long-tailed keywords that match the exact queries that are placed on search engines. Not only it helps bring traffic to your site, but also users who are willing to buy.
4. Optimize product pages
Your ads lead prospective customers to your product. So, if these product pages aren’t optimized, you risk losing them, or they may ignore your ads in the future.
That’s why you must provide clear and relevant information about your products and engaging imagery. Start reviewing your product images and ensure that all the photos are high quality so you can showcase the product from every angle.
You can place a product video on the top of the images to help buyers make a decision that would ultimately make them pick your product.
5. Remove low-performing keywords
Every PPC campaign needs keywords that are low performing. Companies need to look at these target keywords, identify the ones that affect their campaign’s performance, and remove them.
Here are some of the signs of low-performing keywords:
- Low Clicks
- Decreased conversions
- Low impressions
On average, you’ll find keywords that mix these conditions. Let’s say you get a keyword with hundreds of impressions. However, your clicks might be low.
Similarly, you might encounter a keyword that generates a lot of clicks but no conversions. Thus, one of the best ways to address this issue is to make sure that you switch them up a bit to add better-performing keywords.
6. Utilize negative keywords
Aside from picking the right keywords, it would help if you also used negative keywords. Negative keywords are words and phrases you can add to your campaign. This is to prevent ads from being triggered by irrelevant searches.
For instance, let’s say that you’re selling exclusive silver jewelry, and you need to add the keyword “gold” as a negative keyword. This ensures that your ads aren’t shown when someone looks up “gold jewelry” on search engines.
7. Write compelling copy
When writing an ad copy for your campaign, make sure that you keep the following tips in mind:
- Keep your copy short. Make sure that you stick with the character limits.
- For search ads, make sure that you include keywords in your ads.
- Place a clear call to action in your ads. Use action phrases like “Find out more” or “Buy Now.”
- Make sure that you come up with unique and attention-grabbing headlines.
- Utilize descriptive language that resonates well with your audience.
- Inject your personality in these ads to stand out.
- Link your ads to an excellent product detail page.
Over to You
So there you have it. These are the actionable and practical tips for effective e-commerce PPC management.
These are the tried and tested ways to ensure your PPC management is easy and productive. Incorporating these techniques in your campaigns lets you get the most out of your e-commerce ads. Good luck!