The online marketplace is filled with sales potential, and not only for major sellers like Amazon, Walmart, Target, and other large retailers. Yes, the competition is fierce, but did you know that small Ecommerce industries often see up to 30% higher mobile conversion rates when compared to the big guys? Developing an advanced Ecommerce PPC management strategy that lets you reach shoppers who are searching for what you’re selling is a must.
PPC Management for Ecommerce
We’ve talked before about planning and analyzing your company’s Google Ads strategy in order to improve performance. What we haven’t covered is how methods like Google Smart Shopping, Bing Ads, Dynamic Search Ads, and Local Inventory Ads can be used to:
- Broaden your reach
- Drive traffic and sales
- Uncover important insights and trends to keep your Ecommerce business competitive
In fact, Shopping campaigns on Google are so effective that some have seen up to a 130% higher conversion than regular ads while also accounting for 60% of click volume.
Ecommerce PPC Campaigns
Amazon may still be the first stop for many people’s product searches, but times are changing, and search engine browsing is becoming more popular and gaining a real foothold. If it wasn’t, we wouldn’t be seeing higher click through rates or a 43% increase in Google Shopping ad spend.
Your Ecommerce business simply can’t afford to skip this effective way to promote your products. With an eye towards increasing clicks and conversions while avoiding overspends, here are a few ways to gain an edge on the competition.
Keyword Segmentation in Shopping Ads
Keywords are still important, but not in the same way as other PPC campaigns. That’s because with Shopping Ads you don’t control the bidding. Instead, Google chooses when to show your products based on relevance. Segmenting by Ad Groups and Product Groups lets you compartmentalize groups of products by things like price point, size, brand, profit margin, and so on so they best fit your campaign structure. You can then easily collect actionable data to see which ads (and products) are performing well.
Dynamic Search Ads
Dynamic Search Ads forego keywords and instead use your website or product feed. This is a powerful way to expand query coverage and drive more volume to your Ecommerce site. Google matches customer queries to a product on your site and shows a “dynamically generated” ad that is tailored to the searcher’s needs.
Though similar to regular Google Ads, you don’t apply bids to individual keywords. Rather, they’re applied to the auto-target level, or the list of different pages on your Ecommerce site that you can target. Easy to set up and create, Dynamic Search Ads let you quickly close the gap in keyword coverage and can be very efficient when paired with Google’s Smart Bidding.
Local Inventory Ads
Notice that “near me” that appears when you start to type a term in the search bar? That’s Google’s Local Inventory Ads at work. It gives local customers a quick and easy way to locate a product close to home. Based on geo-targeting these ads are a fantastic way to reach people who want something now, not in a couple days from a mega site like Amazon. Local Inventory Ads bridge the gap between online and brick and mortar shopping by promoting your inventory and driving customers to your store.
Building an Ecommerce PPC Strategy
Without a solid PPC management strategy in place you wouldn’t be able to target the right audience, generate qualified traffic, or boost brand awareness. For Ecommerce businesses, there are many opportunities for rapid growth with advances in technology and logistics making it easier than ever for people to purchase a wide range of products online.
To make it work, it’s important for every dollar you spend to work as hard as possible. Whether you can choose to put your entire budget towards Google Shopping Ads or also invest in alternative campaign strategies, what matters in the end is that your Ecommerce PPC campaigns help you drive traffic and conversion.
Stuart Atkins
Atkins Marketing Solutions can help you develop a solid PPC management strategy and show you how to get your products in front of customers who are eager to buy them. To learn more, contact us online today or call us at 714.904.4453
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