Ecommerce stores are in absolute uncertainty with the rise of market saturation and the increasing skeptical behavior of online consumers. The days of converting customers with minimal effort are long gone. Facebook has become severely competitive with every passing day and simple organic posts or paid strategies are not enough to move the needle.
Ecommerce PPC has changed the way businesses advertise. With the PPC approach in e-commerce, businesses can easily find a nationwide audience. Its strategies and techniques allow businesses to take control of sales growth and lead generation with sufficient advertising spending. In the first quarter of 2024, the global cost-per-click (CPC) for search advertising was 0.62 U.S. dollars.
How Does Ecommerce PPC Help Businesses?
PPC has already helped B2B and Software-as-a-Service (SaaS)-related brands to scale their digital offerings and is now adding its expertise in the ecommerce world to sustain their digital stores.
Some of the benefits it provides ecommerce brands are:
Saves Time: With professional PPC services, brands don’t need to rely on Search Engine Optimization (SEO) methods. Its presence helped brands scale their products in less time compared to other marketing tactics. With PPC inclusion, brands can leverage seasonal opportunities and capitalize on trending events.
Advanced Targeting: Ecommerce PPC is not a general concept. It involves granular targeting measures that target prospects in detail based on demographics and online behaviors. It creates particular segments of the target audience and reaches them with hyper-personalized ad campaigns. For instance, if a store sells magic scrubber gloves, it will target users who have searched “washing scrubbers” or show any interest in product-related items.
Streamline Sales Growth: PPC advertising has helped brands boost their ad conversion scores and drive revenue by creating ad-specific landing pages. Many brands use ecommerce PPC full-funnel strategies to increase brands’ Return On Ad Spend (ROAS) and website traffic.
3 Best Ecommerce PPC Services
Some of the PPC optimization services are:
- Google Shopping
Google shopping ads provide instant access to businesses to sell their products. Shopping ads are helpful in scaling business growth and sales numbers. Brands can add product prices, images, and other necessary information, which are ranked based on search engine requirements.
- Social Media Advertising
Ecommerce PPC is not limited to search engines like Google and Bing. Brands can create highly targeted and segmented ads on social platforms like Facebook, TikTok, and Instagram. They track the online behaviors of their users and target them with personalized ads that match their current interests.
- Remarketing Ads
Remarketing is more like a mechanism that’s embedded in social and search engine ads. With remarketing services, brands can retarget customers who have previously shown interest in products but have not made a purchase. For instance, landing on a product page or adding a product to a cart. These ads target customers with personalized messages based on their past online behaviors and current potential interests.
3 Strategies to Optimize PPC Campaigns
Three of the best strategies to improve ecommerce campaign growth are as follows:
- Ad-Specific Landing Pages
Creating ad-specific landing pages cannot be emphasized more. Many businesses fail to convert clicks into leads and customers. The reason lies in the weak creation of landing pages that don’t resonate with ad content and lack the ability to incorporate strong calls to action. Businesses need to ensure that landing pages don’t have irrelevant pictures or visuals that don’t go together with ad context. Otherwise, it will erode customer trust and create unwanted confusion.
- Utilize Negative Keywords
Where incorporating high-performing keywords is crucial, negative keywords demand equal attention. Negative keywords are key strategies for success when brands are looking to manage their advertising spend. Their inclusion is used to filter irrelevant traffic and stop ads from appearing when the wrong search queries are used. This helps brands stop paying ad networks for getting the wrong clicks that don’t generate sales or revenue.
- A/B Testing
A/B testing plays a central role in PPC management services. Marketers create split tests of different ad campaigns, such as multiple variations of ads and landing pages. Marketers create different variants of ads such as content, visuals, and Calls to Action (CTAs), to improve clicks. At the same time, they create multiple test cases of landing pages to improve leads and conversion rates.
Bottom Line
In today’s digital world, PPC is one of the best ways businesses promote their products. Every brand works on expanding its customer base and looks out for ways to create strong connections with target customers. E-commerce PPC is the only way for businesses to meet their ideal audience and boost their revenue pipeline.
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