6 PPC eCommerce Best Practices to Improve Your Ad ROI
PPC eCommerce – More and more people are shopping online, and ad platforms have taken notice, giving retail-related ads more space on the page.
If you thought online shopping was going to disappear soon, think again. If you’re in the retail industry, you’re probably already using some form of online advertising to promote your products, but chances are you can do better. According to the Merkle Digital Marketing Report for the first quarter of 2017:
Ad clicks on retail-related product ads increased from 48% in the fourth quarter of 2016 to 51% in the first quarter of this year.
Ads for a product offering accounted for 75% of non-branded retail search clicks. Compared to last year, spending on Google Shopping increased 32% in the first quarter, well above the 12% increase seen in-text ads.
So how can you accelerate your own PPC e-commerce campaigns to take advantage of this growth? In this article, we will discuss six valuable tips.
1. Consider where to Advertise
As with display or search ads, there are many options for PPC e-commerce ads. The two most popular (and fastest-growing) stages you should be using are Google Mercantile Midpoint and Amazon Publicity.
The United States. We have already connected about the development of Google Shop ads. Amazon is another countless option if you can house your products there. A recent report from Slice Intellect found that spending with Amazon accounted for 43% of all online revenue in the United States in 2016, while the company itself accounted for 53% of all online sales growth in the United States. In the United States, Google has even noticed the success of Amazon. And the company recently tested running Amazon shopping ads on Google.
2. Keep your Shop Feeds up to Date
We’ll focus on Google Merchant Center, which uses shop feeds to get insights into your AdWords e-commerce campaigns for this trip. You should previously have your Google AdWords and Google Merchant Center books linked, but if not, this is the best place to start. Linking the two books will allow you to promote your products as Shopping ads in AdWords. Watch this video to learn more.
Your Merchant Center shopping feed is what Google will ultimately use to advertise your products. AdWords product listing ads pull all of your product information directly from your shopping feed, including brand, price, availability, and more. Google Merchant Center, in particular, is very picky about the rules surrounding its purchase sources. A simple omission of required information or non-compliance with your rapidly changing policies may result in a data suspension warning.
3. Set Up Proper Ecommerce Tracking
k the revenue generated by your PPC e-commerce campaigns, you need to install Analytics Ecommerce Tracking. As long this is a significant and often overlooked step by e-commerce businesses. as your shopping feeds
4. Optimize your shopping ads
Just like with search ads or display ads, there are many ways to optimize your Shopping ads:
Diversify the types of ads you use for e-commerce: Text ads and product offer ads can be helpful when it comes to selling products. Text ads highlight more specific prices and features in your headline and description, while PLAs allow you to compete with 6 PPC eCommerce the ever-growing online shopping industry. Having both in place will allow you to enjoy the best of both worlds.
Determine how you want to structure your Shopping campaigns: Depending on the type of products you sell, it may make more sense to break down your campaigns by broader category 6 PPC e-commerce or brand name or more specific product types or item IDs. If you’re not unquestionable which method will work best, you can try different campaign structures against each other to see which will generate the most profitable sales.
Add negative keywords: Since bidding higher in PLA simply opens your products up to more types of searches rather than moving them to a higher position, having the right negative keywords will allow you to bid higher while avoiding unwanted search traffic. Equally, if not, more importantly, add a comprehensive list of negative keywords to your Shopping campaigns.
Create ad extensions: Some ad extensions are beneficial for eCommerce campaigns. Site snippets allow you to showcase specific brands and product types or styles.
Price extensions allow you to advertise competitive prices: Review extensions can make a difference in getting someone to buy from you instead of another store.
5. Focus on Quality Content
As with any advertising, advertising is only part of the equation. Getting people excited about what you’re selling isn’t enough for them to click on your ad; you also need to provide them with a remarkable landing page experience. These days that means a simple product page usually won’t cut it. And also, To stay competitive with the more prominent brands that are probably also selling your products, you need to have an attractive landing page that includes product specifications and information and engaging videos, photos, and user reviews.
6. Stay Competitive
It’s essential with PPC eCommerce campaigns to be aware of what your competitors are doing more than any other type of campaign. Prices can go up and down, and sales can come and go so quickly that you could miss out on more sales and revenue if you’re not paying attention. And also, If you’re not paying close attention before you know it, you’ll notice sales for a specific brand or product drop below normal levels. Typically in these cases, a competitor advertises a lower price or takes advantage of a sale and takes away customers.
Suppose you advertise in Google Merchant Center and have a connected AdWords account. In that case, you can use the Auction Stats report to see which 6 PPC eCommerce competitors outperform. And also, If you are in impression share and ranking. This can be extremely helpful in determining who your main competitors are and seeing if someone has suddenly started bidding higher, affecting your sales.
BONUS: Accelerate Remarketing
To end. Having an excellent remarketing campaign can make all the difference in your PPC eCommerce campaigns. Most search engines start with a research phase, scouring the web for products they might be interested in buying. And also, This means they can visit your site, look around, and leave before deciding.
With the proper remarketing tracking codes and a good remarketing campaign. If you can make sure you stay in front of those people, so you’re always there when they’re ready to make a purchase. As your ads appear to the user. If they should contain new and compelling information and redirect the user to a different page than the one they last searched for. And also, This may mean creating additional content to help guide them through their decision-making phase.