Everyone is spending money on PPC marketing… but do you really know and understand it?
Start by asking yourself:
- What is PPC marketing?
- Why is PPC marketing important to my eCommerce business?
- How do I use PPC marketing for my eCommerce business?
What is PPC marketing?
PPC stands for Pay Per Click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most sought-after forms of PPC marketing and eCommerce marketing.
It allows marketers to bid for placements in the search engine’s ‘sponsored links’ section when a user searches for a keyword that is related to their business offering.
For example, if you search for the keyword “eCommerce platforms”, ads of Spotify and Zoho might show up in the top spots of the Google results page.
Why Is PPC Marketing Important To An eCommerce Business?
The constant expansion of the eCommerce industry is no surprise. Online product searches, especially on Google have been constantly increasing.
This is encouraging more and more businesses to buy into PPC. In the last quarter of 2018, the overall spends of Google Shopping ads rose by 43%.
However, when it comes to searching for products to buy, Amazon continues to be the first stop for many customer’s product searches with Google not too far behind.
According to statistics, an average person buys a product within 20 days of searching for it on Google and within 26 days of searching for it on Amazon.
If you’re an expert at PPC marketing, it’s appealing to spend all your time at the bigger picture and look for more creative ways, and interesting keywords to drive conversion-friendly and cheap clicks.
Listed below are five effective tips that eCommerce marketers can use to beat their competition without overspending.
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How To Use PPC Marketing For Your eCommerce Business?
1. Recognize & Develop Your Long-Tail Keywords
There are customers who have a clear idea of what they’re looking for, but they’re still not typing the exact product code in their search.
In fact, they’re most likely searching for long-tail keywords such as, “polka dot woolen knee-length socks” or “light blue washed boyfriend jeans”.
To know what were the exact keywords and phrases that triggered your ads, look at your Search Query Report in the Google Ads Interface.
If you’re not sure where to find it, look within a campaign under “Keyword Details”.
Sort by the keywords that have resulted in conversions and within that find the long-tail keywords that might contain any specific product details.
For example, imagine you’re bidding on the term “hand cream” but with the study, you learn that someone purchased the product on your site after searching the brand, skin type, and fragrance they wanted.
Here, you could use these details to add that long-tail keyword to the appropriate ad group and bid well on it knowing it converts well.
To better understand this, broad keywords are similar to casting a wider net that will ultimately help to catch more fish.
However, to catch the real gems you must analyze the data and strategize.
2. Balance Your Broad & Specific Keywords
Imagine you have a business of skin creams and you just opened a store on the same street where there are multiple other beauty stores.
Every day customers walk in with questions as they do not have a clear idea of what brand they want or what skin type should they choose.
These customers walk into your store, talk to your employees to get a better understanding and leave to look for better prices in the other stores.
Now consider those customers who know exactly what they want—the brand, the fragrance, the skin type; every small detail.
These customers are much further down in your sales funnel and are much likely to purchase from you if they walk into your store first.
A similar scenario such as this plays out in the online world when you’re bidding on competitive terms. For the example above, those could be “skin creams” or “cheap skin creams”.
In this case, the user is exposed to a few different ads.
They may do some research on your website and then make the final purchase from the site that’s offering the best deal.
While you may never escape the vicious cycle of paying extra bucks for clicks on more general terms that are highly competitive, you can balance this out by also bidding on some specific keywords.
Here you could include all the important details.
You’ll rarely see the same volume of clicks on both broad and specific keywords.
However, note that long-tail keywords are relatively cheaper due to low competition, the conversion rates on these are high because here the customer knows exactly what they want.
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3. Bid On The Same Keywords As Your Competitors’
Once you have covered users who are looking for specific products, start targeting those who are searching to buy specifically from your competitors.
Ample searches come from those who’ve heard about a specific brand to buy from but aren’t entirely convinced yet.
These users might be open to exploring other options with better deals.
They just might walk into a different store where they can buy the same product at a better price or have more options and varieties to choose from.
Therefore, it helps to create PPC marketing campaigns that are targeted to competitor’s keywords telling them there is a different, better option available.
4. Avoid Using Your Competitor’s Branded Keywords
While targeting competitors’ keywords is a great strategy, you must avoid targeting branded keywords. Here are a few things that could happen if you do that:
- You’ll end up paying more for less qualified traffic
- If your competitor notices, they may drive up your costs significantly by bidding just a little more themselves
- Your competitors could complain to Google and that won’t help your business
None of these will benefit your business.
Therefore, instead of targeting branded keywords, do your research to find the broader/specific keywords that your competition is targeting and use that information to inform your own strategy.
For example, if your competitor is bidding on keywords and phrases that can be useful to your business too, then consider including them in your PPC marketing.
5. Be Transparent About The Prices In Your Ads
With the limited number of characters at your disposal coupled with the rising cost per click, it’s important to ensure that only those who are interested click on your ad.
Even when you target specific keywords, there’s only so much you can gauge from a user who types in general terms.
That doesn’t tell whether they’re still in research more or are looking to make a purchase.
A way to screen out less qualified leads is to display the pricing information on your ads.
If you let someone know that they’ll be spending X amount on the product, they’ll click only if they’re willing to pay.
This saves your ad spends for those leads who know what to expect, are not scared away by the price, and are much likely to convert.
When it comes to PPC marketing, there’s a lot more to it than this. However, this will help you get started with your campaign and basis the learnings; you can keep optimizing your keywords for better results.