Ecommerce Paid Search
Pay Per Click (PPC) Marketing for Ecommerce Stores
Popularized by Google AdWords and Yahoo! Search Marketing, Pay Per Click, also known as PPC or Paid Search marketing is a critical component of any ecommerce marketing program. It is a need-based method of advertising, where online storefront owners bid on keywords that they think their target market is most likely to be reading about or searching for online. So, when a person is searching for those keywords, or reading an article on a website that is a part of the search engine’s network, advertisements will display with targeted ads next to or above the text or search engine results. Where expensive TV and radio ads blast a message to unqualified individuals that may or may not produce results, paid search marketing allows ecommerce site owners to only pay to have their message delivered to consumers or businesses who are either actively searching for those keywords or on a website, reading about those products and services.
Online store PPC Strategies
Solid campaigns need to be developed to elevate the site’s top performing categories and products on an ecommerce site, focusing on relevant ad groups. Next, choose those products that have the highest profit margins that have relatively high search volume, (hence, have the highest propensity to drive the most traffic), and that are less competitive. This strategy is particualry relevant for paid search marketers with minimal Internet marketing budgets or with new AdWords accounts. How is this achieved? Research, Research, Research. Know your competition your and the competitiveness and their ads. Try to estimate their sales and traffic volume. If they are willing to pay high for a keyword, what does that tell you? A lot! Use this info to change your list of keywords, write new ads, and restructure your campaign
Free Helpful Tools
Those products and keywords that have most successfully converted into sales need to be the focus of your AdWords ad spend. An excellent tool to discover this and other extremely valuable data is by using Google Analytics e-commerce reporting tools. This powerful, free tool enables you to discover where the majority of your revenue is coming from, what products your customers are buying, average order value, total number of Internet-based sales, conversion rates, and much more! The next step is to use that information to adjust your bids for the best and worst performing keywords, products, and revenue sources. This is a sure fire way to achieve a great Return on Investment (ROI) with paid search marketing. To begin using Google Analytics ecommerce reporting, Search Placement will help you or your web designer with the setup. The process is quite simple and can be found here for enabling ecommerce transactions.
What differentiates your brand or products? If you are in an industry that is highly saturated with competitors who sell a similar product, your ads need to accentuate those elements that make you better. By highlighting those features or benefits to the search engine user in the ad, the click through rate (CTR) and success of the campaign will be radically better.
Some online storeowners whose entire business consists of selling products online assume they do not need to be concerned with geographic targeting as service-based businesses because the store in not limited to a specified region within brick and mortar location. Does that mean geo targeting has no place in ecommerce PPC? Certainly not. There are several circumstances that require geo targeting. Lets say for example you offer free shipping on all orders to customers in California. A separate geo targeted campaign in California will include the relevant ad copy for this offer and the national campaigns will not. You can also identify lucrative geographic markets and target paid ads to households or businesses in those areas deemed valuable for your products.
Many of our clients have analyzed the geographic area of past customers based on their address and determined what all customers have in common and designate which regions are the highest propensity for sales. By targeting the campaigns and advertisements in this manner, the advertiser will experience an increased number of impressions, higher quality clicks, leads, and sales, and improved quality scores. All of this is achieved while decreasing the cost per conversion, which is the ultimate goal of any paid search program.