Pay-per-click marketing, or PPC, has quickly become one of the most effective ways to reach potential customers online via search engines. With PPC ads, you only pay for the advertising if someone clicks on it, so you can potentially get a great return-on-investment. When putting together your PPC ad, you decide which keywords you want to be associated with your ad. When someone searches for those keywords, your ad will appear. This also makes PPC very effective for targeting specific demographics and interests.
Here are some effective strategies you can use to maximize your eCommerce results with PPC:
Branch out beyond Google
Google is by far and away the leading search engine for eCommerce (and every other sector), but it may make sense to expand your PPC strategy to other platforms, depending on what you are selling. If you host your products on Amazon, you should be using your PPC strategy there as well, as it’s the largest eCommerce platform in the world and PPC advertising there will make it much easier for consumers to find your products.
Set up shopping ads
Google’s shopping feature is continuing to expand, and it’s important that you integrate this into your PPC strategy to make it as effective as possible. Set up an account with Google Merchant Center so your products can be listed on the search engine, and then link it to your Google Ads account. This will enable Google Ads to pull your product descriptions for advertisements on relevant searches. You should make sure your product descriptions are optimized for this – they need to be detailed and accurate, with important information about pricing, availability, and other relevant information.
Use negative keywords
This is something you should do for any type of PPC ad, but many people neglect this strategy. Negative keywords are keywords that are related to your company or product, but that you don’t want your ads to show up on when searched. Sometimes, negative keywords are important for further narrowing down your target demographic and ensuring that your products are reaching the people who actually need them.
Don’t neglect text ads
As an eCommerce site, it makes sense to focus on product listings, and this definitely should be an important part of your eCommerce PPC strategy. However, you shouldn’t neglect traditional text ads either. Text ads give you more space to talk about your business as a whole, and they’re also a great place to advertise sales or key features of your products that wouldn’t show up in a product listing.
Since most people use Google or other search engines to find the products they are interested in online, your PPC strategy is crucial to getting traffic to your online store. Use these strategies to make your PPC strategies will help you get ahead of the pack.
Contact Make Your Mark for information on how pay-per-click (PPC) management services can help your eCommerce company generate more customers.