Many people have turned to online shopping. It is a trend which has been noted by advertising platforms which utilize retail related ads as well as real estate advertisements. If you run a retail store online, then you probably apply some of the online advertising forms to promote your business. But, there is still room for improvement. From reliable digital reports by Merkle’s Digital Marketing Report for Q1 2017, online marketing is on the increase.
- Clicks on retail related product ads increased by 48% from the previous year to 51% in 2017.
- 75% of the clicks were from non-branded retail searches according to PLAs.
- Google’s spending on shopping increased by 32% in 2016 Q1 when compared to the same period last year. The increase was 12% higher for text ads.
There are several ways you can improve your PPC e-commerce campaign:
1. Consider where to advertise
You should choose where you promote your products carefully. Different platforms will bear different results. Common platforms include Amazon Advertising and Google Merchant Center. Google ads are growing, but Amazon is also another platform where you can sell your products if you can host your products on the platform. Research by Slice Intelligence found out that 43% of US online revenue came from Amazon in the year 2016. Amazon accounted for 53% of all us online revenue in the same year. Google has even taken note of the growth by carrying out a test on Amazon shopping ads.
2. Keep Your Shopping Feeds Up to Date
This tip applies to Google which pulls out your shopping feeds to power your AdWords for e-commerce campaigns. You should have your Google merchant account, and Google AdWords linked. It is necessary for you to advertise your products in the form of shopping ads in the AdWords. Google uses your shopping feed from the merchant center to advise your products. It uses the information to display AdWords product listing with your product information. Some of the details it will pull out include price, brand name, and availability of products among other details. The shopping feed is strict, failure to provide up to date information can get your data suspended.
3. Setup Proper Ecommerce Tracking
It is a significant step which is overlooked by most e-commerce companies. You should install Analytics e-commerce tracking for you to know how the campaigns are working. The analytics will give you details about the revenue generated by different products you are selling. The information helps you to make decisions on the strategy you employ in the PPC. Effective optimization of PPC campaign is easy with the data from the analytics.
4. Optimize Your Shopping Ads
There are several ways you can optimize your shopping ads. Some of the ways you can employ in your shopping ads optimization include the following:
- Diversify ads you use on your e-commerce
You can alternate between text ads and product listing ads for you to achieve the benefits of both. Text ads are effective in highlighting prices while PLAs will allow you compete online.
- Figure out the best structure of your shopping campaigns
It depends on the type of products you are selling. You can break down the campaign into the brand name or even category. Other strategies you can utilize include specific item ids or product types. If you are not sure, you can carry out A/B testing so that you can come up with the best strategy.
- Add negative keywords
A comprehensive list of negative keywords will allow you bid higher and avoid unwanted searches. It makes your campaign cost efficient.
- Create Ad Extensions
Some ad extensions are useful for e-commerce campaigns. For instance, structured snippets allow you to showcase specific brands, types of products and styles.
- Highlight price using price extensions
Highlighting price and review extensions can make people prefer buying from you instead of your competitor.
5. Focus on Quality Content
Just like any advertising, you need to create ads and lead people to exciting landing pages from where they can buy. A simple product page may not work well; you need a landing page which will engage people for them to convert. You can have photos, brand names, photos and user reviews to help people make decisions after they arrive at your landing page.
6. Stay Competitive
You should keep an eye on what your competitors are doing. Prices can rise and fall under a short notice hence you should check your competition to take advantage of any opportunity. Remember pricing your products at the best market price will attract more people to your store.
If you use Google Merchant Center where you have an AdWords account connected, then you can apply auction insights report to know competitors who are outperforming you when it comes to impression share and ranking.
When it comes to PPC, having a good marketing campaign in place can make all the difference. Searches start out in a search phase; people will come to your site and check price. If you have tracking in place and proper marketing strategy, you can put measures in place to get visitors who leave back and make a sale. A company like White Shark Media has experts who can guide you to achieve the best in your PPC campaigns. You can hire them to realize more ROI out of your e-commerce advertising.
Why you should hire White Shark Media for e-commerce PPC advertising
White Shark Media is a reputable A Google AdWords™ Premier SMB Partner. A premier partner company can help you realize great heights in your online advertising. They know the best practices which you should apply to beat your competition on the budget. All Google stringent eligibility rules are adhered to which make them the best company for you to hire. If you don’t have enough resources, then you need to work with White Shark Media. They can exploit Google AdWords Premier SMB Partner Program for you to enjoy the benefits offered by Google to small and medium sized companies.
White Shark Media has experienced professionals who are ready to work with customers till they realize their marketing dreams. You can focus on running your business while the experts run efficient PC campaigns for your company. Some of the benefits you enjoy upon hiring White Shark Media include:
- Free PPC Performance Evaluation
- A guide to knowing your strengths and weaknesses
- Risk-free assessment by a professional
- Comprehensive quote
- Fair pricing
- Reliable customer support
- Certified professionals