PPС advertising is a powerful way of promotion in the eCommerce sector. It finds your potential customers according to their location, age, gender, interests, and many other factors. PPC is also an effective way to achieve quick results. It allows you not to wait for the organic to reach the top but to increase traffic and convert it into income immediately.
However, do not expect the default search engine algorithms to provide you with all advertising activities’ effectiveness. It is not uncommon for companies to spend huge budgets on an advertising campaign but do not get customers in return. To avoid such a situation, it is necessary to set up contextual advertising correctly and constantly produce the necessary analytics of its effectiveness. This is a job for an eCommerce PPC ads expert. A good practice is to have one in a team or to outsource.
If you are planning a PPC campaign yourself, here are some tips to improve it:
Table of Contents
1. Formulate the Goals of Your Campaign.
To define it, go through the following three steps.
- Understand who your target audience is and by what parameters you select it.
- Determine the activities on the site that you want to achieve and what user actions count as conversions.
- Predict the approximate conversion rate that you want to achieve. Choose the search engine you will use.
Once the goals are set, you start setting up your ad campaign.
2. Select your PPC ad Type.
At this stage you need to decide where your ads will appear. If you are promoting on Google, you can place them:
- In search ads
- On other sites that have installed Google Ads ad units (Display Network)
- In YouTube videos
The choice of the optimal advertising promotion strategy depends on many factors, such as brand awareness, strategies of your competitors, characteristics of the target audience, etc.
3. Make your Banner Commercially Attractive.
Here you will need to make a research:
- Find out the most effective banner sizes in your niche.
- Estimate the attractiveness of the design, readability of the text, and other visual aspects.
- Add a Call-to-action, improve the click-through rate of your headline, making it longer or shorter depending on the type of your PPC ad.
4. Make keyword Research Correctly.
The keyword research process is a critical part of ad setup:
- Assemble the main core with all possible requests on the topic, then
- Sort by their frequency. There are low-frequency, mid-frequency, and high-frequency requests. Their application varies from scale, business, and industry competitiveness. New projects are recommended to use low-frequency requests, while high-frequency ones are suitable for large, established, reputable businesses.
An equally important point is a selection of negative keywords – requests that are not relevant to your offer, in which your ad will not be shown. This will help you save budget and improve statistics.
5. Setting up Analytics Systems.
Setting up your ads correctly is only half of the job. An important process is subsequent proper analytics. Without this, you risk not being successful and losing money.
Google Analytics tools calculate important data by which you can judge the effectiveness of an ad campaign – impressions, clicks, bounces, etc. To get accurate metrics, you need to set up the correct link between AdWords and Google Analytics. There are a lot of metrics that should be taken into account, for example, CTR, CPO, CTL, ROI, and many others (maybe illustration with these formulas is needed).
By tracking these metrics, you can assess the strengths and weaknesses of your campaign and, accordingly, improve it, experiment with formats, learn more about your target audience and adjust the investment of funds. Analytics and corrections are an ongoing process in PPC advertising.
As you can see, creating a PPС campaign is a complex multi-step process that requires time, knowledge, and experience. So it would be a wise decision to find an eCommerce PPC service to work for you. In the meantime, the information from this article will help you to independently track the progress of the campaign and the work of the contractor.
