6 Ecommerce PPC Best Practices to Optimize Your Campaign
The number of people shopping online has increased significantly and advertisers have taken notice. A report released by the Merkle Digital Marketing in 2017 showed that the number of clicks on retail product listing ads has increased significantly from 40% to 51%. The report also revealed that Google shopping spending increased by 32%. This clearly shows that Ecommerce PPC can increase your advertising ROI if used well. Below are 6 Ecommerce PPC best practices to improve your advertising ROI.
1. Know where to advertise
There are plenty of options to choose from when it comes to placing ecommerce PPC ads. Currently, the two major platforms are Amazon Advertising and Google Merchant. A report released by Slice Intelligence showed that Amazon accounted for 54% of all online sales growth in United States. Google shopping ads are also doing well. If you want to improve your advertising ROI, you need to know where to advertise. Important factors that you need to consider when choosing where to advertise include your target audience, business environment, what you are selling as well as who will host your store.
This is a very important trick that is usually overlooked by many ecommerce companies. Those days where you had to rely on your instincts to know whether your advertising strategies are working are long gone. If you want to improve your advertising return on investment, then you need to track to know how your products are selling and how much revenue you are generating from each sale using ecommerce tracking system. This way, you will get accurate data on how your products are performing. You will know which items are performing well and which ones are not. This way, you will be able to make informed decision that will improve your advertising ROI.
3. Up to date shopping feeds
If you are using a platform that uses shopping feeds such as Google Merchant Center, then you must ensure that they are up to date. Link your Google merchant account with your Google adwords. This is will allow you to market your items in adwords in form of shopping ads. Updating your feeds regularly will ensure that only the latest and relevant information that will attract your clients are used for your adwords campaign.
4. Quality content
Advertising will only bring the customer to your website, however, what the visitor will do afterwards will depend on the quality of content that you have posted in your ecommerce site. If you want your visitors to take action, then you need to post quality content that is well researched to get them excited. Don’t Just have a simple product page and expect customers to take action, you need to stay competitive and that can only happen if you have attractive landing page that has product information, pictures, relevant videos and user reviews.
5. Use ad extensions
Ad extensions are very important especially for paid search marketing. By implementing site link ad extension for different products that you are selling, you will help increase click thru rates on the ads, a factor that will boost you advertisement ROI.
6. Include call to action
If you want to boost your conversion rates, then it is crucial that you include strong call to action on the ad copy headline such as shop now, buy now or on sale. Studies have shown that call to action have low click thru rate but have high conversion rate. The main goal of paid search advertising is not to get clicks but to convince the visitors to take action.