PPC for eCommerce: What You Need to Know

Google Ads Demystified

Google Ads (formerly known as Google AdWords) is the single most popular advertising platform in the world. Google Ads enables eCommerce businesses to create ads that appear on Google’s search engine and other Google properties and partners. It operates on a pay-per-click (PPC) model, where users bid on keywords and pay for each click on their search or display advertisements.

Each time a search is in motion, Google chooses a set of advertisers, or winners, to occupy the valuable ad space on its search results page. Winners are chosen based on the quality and relevance of their chosen keywords and ad campaigns.

A noteworthy tip for eCommerce brands: always measure the effectiveness of your Ad Rank. To determine your rank, Google calculates by multiplying two ad metrics – CPC Bid, or Cost Per Click Bid, (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality).

How To Create Effective PPC Campaigns for Your eCommerce Business

An effective eCommerce PPC campaign takes a lot of work. A significant amount of time is invested analyzing keywords that are likely to generate customers. Plus, in the execution phase, time is spent organizing those keywords into well-orchestrated campaigns and ad groups. Then you’ll have to set up PPC landing pages that are optimized for conversions. For eCommerce providers, it’s important to clearly showcase your products, add descriptions, display pricing, and ensure the overall purchasing journey is streamlined for your customers. Search engines typically charge less for ad clicks when a PPC ad is artfully well thought out. Interestingly, Google charges you less per click if ads and landing pages are useful and rewarding to your users. That means higher profits for your eCommerce company!

Why PPC Through Google Ads?

Orchestrating PPC marketing through Google Ads is priceless because it is a part of the most popular search engine, Google. Remember, Google gets a lot of search traffic, so your company ads can get a lot of clicks. The frequency that your PPC ads appear depend on what keywords and match types you select.

Finding the Best PPC Keywords

Keyword researching is enormously important. After all, your whole entire PPC campaign is constructed around keywords relevant to your eCommerce shop. A key to success is to continuously grow and refine your PPC keyword list. This will ensure an abundant amount of traffic to your site.

A successful and productive keyword list should be comprised of the following:

  • Relevance: keywords should be closely related to the offerings you sell
  • Exhaustive: keywords should include popular and frequently searched words in your niche often time in long tail search (two or three words)
  • Expansive: PPC is mathematical so you want to always refine and expand your search campaigns

Contact Make Your Mark for information on how pay-per-click (PPC) management services can help your eCommerce company generate more customers.

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