eCommerce PPC management has become one of the biggest fortes in digital marketing. Achieving popularity in such a short period speaks to its effectiveness.
Increasingly, firms have been looking for professionals experienced in the field and have invested considerable resources in this marketing tool. As a result, it is touted to be among the best advertising strategies in today’s world.
For marketers, PPC is a godsent concept that lets them ‘buy’ visitors to their websites. Until these visitors transact more than the PPC, the business is in profit. But, when the visitors don’t, a business can start looking at losses.
Therefore, effective eCommerce PPC management becomes essential for ensuring success. In this post, we share our ultimate guide to eCommerce PPC management that works!
Best eCommerce PPC Management Techniques
The effectiveness of PPC as a marketing tool is not under dispute, and there exists consensus on its undisputable standing as a strategic advertising technique. Therefore, we share some of the time-tested practices you should follow for powerful eCommerce PPC Management.
Keywords are the signposts.
Imagine going to a marketplace and looking for toothpaste. The probable words your eyes would be scouring for are fresh, clean, germ-protection, cavities, and toothpaste.
What if the toothpaste box reads cleaning paste, removal of plaque, etc.? You might still think it is toothpaste, but how willing are you to find it and buy it? Not very willing, we suppose.
The same is true for choosing appropriate keywords for your PPC campaigns. Again, they’re the structural units on which your campaign is based. But, again, it would help if you must in keyword research for your niche to find out the relevant ones.
By doing this, you will benefit in two ways:
- Customers will be able to appreciate your services or products because they deal with what they’re looking for.
- You will find relevant and interested customers in your products and services.
Page optimization comes first.
In practice, eCommerce PPC management is all about making every click count. Most of the work done to achieve this goal ensures everything is done right before clicking. But what about after it?
You need to optimize your service or product offering page for better revenue growth. If you don’t optimize it to bring clearer, relevant information to the fore, the lead generated through PPC management will go to waste.
Even though, through the various eCommerce PPC Management techniques, you might be able to increase the visitor count on your website, in the long run, you will lose out on potential revenue.
Product Feed updation
Like product page optimization, product feed updation is related to how your products appear. But this time on the search. A product feed is the compilation of information relevant to your product.
It is displayed on channels such as Google Shopping, Amazon Store, Ali Baba, etc. If the information about your product is outdated or you have incorrectly entered some information, you will miss out on clicks.
The best way out of it is to update product information at regular intervals. Then, if you have a firm big enough, you can hire someone who deals with such tasks exclusively.
Make use of negative keywords.
Negative keywords are words that reflect that your business is uninterested in the section of the population that is interested in the given keywords.
Think of them as filters that filter those people who are interested in services or products that you specifically don’t want to be connected with.
Another way of thinking about negative keywords is that they help you navigate your ad campaign more effectively. With the right combination of positive and negative keywords, you can navigate the PPC space in the right direction.
Know the platforms you’re targeting
Platforms under an ecosystem might have similarities, but outside of it, there are fewer chances you will find similarities. So, for example, PPC for the big three, that is, Google, Facebook, and Amazon work differently.
But Instagram, which exists in the larger Meta framework, is the same as Facebook. Therefore, you need to know the different ways in which PPC works on a platform. You will also need to be mindful of where your audience is.
There can be a sea of differences between audiences on Facebook and Instagram, while such a difference may not exist on Google and Amazon.
Know thy audience and know thy platform!
Track! Track! Track!
If there’s one thing that has changed the advertising landscape in the last few years, it is the power of analytics. With the right analysis of your advertising metrics, you can measure where your ad campaign is headed to.
Similarly, when you track your PPC campaign using tools such as Google Analytics, you can see if you’re on track to achieve your goals. Different platforms give you PPC analytic data in different ways, so track it with an expert to decode it.
MOST IMPORTANT: KPIs
We told you to track and measure, but on what indicators do you do this? You do it through KPIs or Key Performance Indicators. Some of the KPIs that you need to focus on are:
- CAC – Customer Acquisition Cost: This KPI translates into how much you spend to get one customer.
- LTV – Lifetime Value: This is the monetary value the customer is worth to you over their lifetime. Customers with high LTV scores tend to spend more.
- CPC – Cost Per Click: In basic terms, this is how much it costs you for each click. It varies based on geography and target audiences. The key factor in determining CPC is the competitiveness in the target domain.
eCommerce PPC management has immense potential for revenue generation. All you need to do is make sure you’re in line with the best practices that are being followed by people who are doing good at it.
By focusing on KPIs, analytics, and regular feed updates, you should be able to generate revenue from the investment in eCommerce PPC Management.