7 Helpful Tips About E-Commerce PPC Management

As the digital marketing scenario has changed, it has also affected the PPC marketing techniques for e-commerce businesses. Pay Per Click ads or Paid search marketing is a primary component of lead generation. Quality lead generation directly contributes to the conversion rate of a business.

Certain factors affect the success of an e-commerce PPC marketing campaign. Currently, the market is soaring with thousands of e-commerce companies. Each one of them has one single motive- to get more customers. The effectiveness of PPC management comes to play as a way to increase online sales.

Here are some tips that efficient digital marketing services use while working on PPC campaigns for e-commerce stores.

Studying the demand curve

Analytics is one of the most significant backbones when it comes to managing any marketing campaign. Study the analytics, keywords, and reports of the previous similar campaigns to understand how customer behaviour has changed throughout the years.

If you are a start-up, finding data within your company might be difficult. In that case, look at some of the successful PPC campaigns done by other brands with a similar product line. Only with thorough research will you be able to predict the right demand curve and focus on factors like perfect sale date, seasonal changes, etc.

PPC Management Services

RLSA campaign

Today, companies are putting a lot of effort into remarketing. RLSA stands for Remarketing List of Search Ads.
PPC management can be successful when you focus on new, existing, AND previous customers equally. So, whatever you are allocating for the whole campaign, keep an amount aside for RLSA.

With social distancing, customers are now more inclined to try new brands that they might have ignored before. Broaden your target by grouping customers based on their shopping habits and visited pages.

“It has been observed that 30-50% business from PPC is derived from remarketing campaigns.”

With tailored campaigning, it becomes easier to segment the visitors and driving them to something they are already familiar with.

RLSA helps in conversion rate optimisation as it customises the ad and makes them more specific.

Focus on the keywords

Selecting brand-specific long-tail keywords takes some time and research. Avoid using generic keywords like “electronics” or “shoes.” There will be millions of search results, so getting proper ranking will be super difficult.
Long-tail keywords are best for PPC campaigns. So instead of using “best women’s shoes,” use “best women’s running shoes” to enhance your results in SERPs. Long-tail keywords have high volume but low competition.

Create a list of negative keywords

For PPC campaigns, it is essential to have a list of negative keywords. Please remember, you are spending money on each click, so make the ad as accurate as possible.

Negative keywords are used to filter out unwanted clicks and channel the ad only towards potential customers. For instance, you have a readymade online store for Indian ethnic clothes. So, your campaign for the new collection will be visible to people searching for clothing materials as well. To avoid this unwanted traffic, add “material” to your negative keyword list.

Geolocation settings

Location-specific ads fetch better leads. Google AdWords uses the customer’s IP address or GPS location to determine if the advertisement criteria are relevant to the location.

For e-commerce stores which doesn’t have an offline presence, expand your reach by adjusting the geolocation radius. Even if you are a local business, there is no harm in making people aware of your products.

Use of high-quality content

For PPC ads, the ad is just a small portion of an entire campaign. It may get clicks with the right promotion, but that isn’t enough to turn quality leads to buyers.

Create a memorable landing page for the users. If you have to compete with bigger brands, your content should be well-thought and engaging. Content doesn’t mean the description or catchy phrases, but every element on the page- videos, photos, graphics, testimonials, etc. are equally important.

A/B Testing

To make a successful ad campaign, A/B testing of variables is highly recommended. Starting from the ad itself to the landing page, focus on every detail of the pages to avoid misleading your users.

A user, when clicks on an ad, have certain expectations. In e-commerce, the product page is usually the landing page. While clicking on an ad, the user expects to land on a product page with all the relevant information.

So before making it live, make sure your page has all the details, pictures, reviews, descriptions, and other crucial elements.

If you want to advance your PPC marketing, connect with the digital marketing experts at KOL Limited. Their well-research approach will accelerate your sales and maximise your ROI.