PPC (pay-per-click) is a form of internet marketing wherein advertisers pay a fee each time a user clicks on their ads. Essentially, it is a way of driving traffic on your website through paid advertising rather than earning those visits organically. When users search for related keywords, your ads show up at the top of the search result page.
A successful PPC campaign begins with a powerful strategy. A clearly defined set of business goals and strategic approach can help improve the performance of your e-commerce site dramatically. The most crucial business goals that PPC can help you achieve are:
Grow your business reach and spread awareness
Bring in a host of new customers
Encourage visitors to convert
Entice customers to stick to your brand
To accomplish these objectives, you need a combination of robust planning, execution, and optimization strategies that strengthen your PPC campaigns. In this article, we’ll discuss the five fundamental aspects to consider in order to improve the performance of your eCommerce site. Let’s delve in!
Strategies to Improve The Performance of your Ecommerce Site
Perform Keyword Research
The first and foremost step to creating a powerful PPC campaign is to perform robust keyword research. Analyze your competitor’s campaigns and determine which keywords would work best for your business. It means you need to find and evaluate the keywords that will bring the most number of clicks to your ads.
Create a List of Negative Keywords
Just as you need to target the right keywords, it’s also crucial to understand what not to target. When you use negative keywords, you exclude specific keywords from your campaigns that might seem to fit your product offerings, but in reality, they don’t. Suppose, you have a hardware store that sells home interior paint. Some of your negative keywords might be “vehicle paint” or “outdoor paint.” Enlisting the negative keywords ensures that people searching for those terms don’t land on your website.
Also Read: The Power of eCommerce Personalization
Use Demographic Targeting
One of the key aspects that makes PPC campaigns successful is that you can specifically decide who your ads are supposed to serve, based on demographics. Google Ads has now made its targeting options even more granular and offers more targeting options than ever. Some of the factors that you need to consider in order to reach the right audience are:
Targeting the right audience based on the different demographics ensures a higher level of success for your campaigns.
Test Your Ad Copies
Your ad copies have the power to make or break a click. Therefore, make sure to test and analyze them to derive the best possible results. A/B testing can help evaluate and test your copies for effectiveness. It allows you to assess two ads with varying copies to determine which one receives maximum clicks. In addition to the ad copy, you can also test the landing pages and the calls-to-action with A/B testing methods.
When you set up an A/B test for your PPC campaign, Google will display both your ads on a random basis to different users. At the end of the testing period, you can get a clear idea of which ad got more clicks and serves your business well.
Optimize Your Landing pages
A landing page is where your consumers end up when they click on your ad. Thus, it is the deciding factor for whether or not a viewer makes a purchase. Make sure you optimize your landing pages very well so it becomes easier for your users to find exactly what they have been looking for. It usually stimulates their buying decision and improves your conversion rate. Here’s a checklist of what you should feature on a conversion-worthy landing page:
Image/Video of the Product
When a viewer clicks on an ad, it means they are interested in the product and expect to know more about it. Therefore, make sure to provide images and videos of the product on your landing page along with the textual description. High-quality visuals taken from different angles will help your viewers get a better outlook of the product. Subsequently, it will further reinvigorate your viewers to convert or make a purchase.
A buyer would probably want to get complete information about the product they buy with their hard-earned money. Therefore, include a detailed description that features product dimensions, materials used, care instructions, available colors, and available sizes along with the visuals. It will give your customers everything they need to know in order to make their buying decision. Shortage of this information could cause them to second guess your product and even divert from your site.
Price of the Product
Cost is another crucial factor that users seek to know before buying a product. Make sure the product price is clearly visible on your landing page so that a user can decide if the product fits their budget. In case you’re offering any discounts, display it in a crisp and clear manner.
Call-to-action is perhaps the most critical part of a landing page. It highly depends on the specific product or service that you are selling, and the next step that you want your viewers to take. It could be anything, starting from an “add to cart” button to “subscribe now” or “learn more”.
For instance, if you are selling a product, your ideal call-to-action might be “shop now” or “add to cart”. Alternatively, if you are selling a service, your call-to-action can be “subscribe to our newsletter” or “call today for a demo”.
In the case of PPC campaigns, it can take a little while to figure out what works for your business. Once you determine the same, it can help boost your conversion rate and increase your ROI dramatically. The aforementioned PPC tips will surely help increase your campaign performance in Google AdWords. If you need further help with your PPC campaigns and eCommerce development, get in touch with us for end-to-end custom eCommerce solutions. Our team of professionals will reach you within 24 hours to discuss your requirements and formulate a powerful strategy.