Ecommerce PPC Management Best Practices
Ecommerce PPC Management Best Practices
Getting the most out of your pay-per-click ads is not as difficult as you may think. A few ecommerce PPC management best practices can quickly help you take control of your online marketing techniques.
If you have an e-commerce site up and running or, hope to get one going soon you will need to know some of the nuts and bolts of PPC or pay-per-click ad management. So for the purposes of this article we will break pay-per-click management down into a few simple categories: the actual look and display of your text ad, keywords, ad group structure and your landing page.
Text Ad Structure
Tackling your text ad structure alone can be a little intimidating, especially if it’s your first ad campaign or you are not generating the results you would like after you’ve launched. Google provides some very helpful tips on creating a winning ad which falls right in line with the most common ecommerce PPC management best practices you will need.
A summary of them are as follows:
- Include something that makes you competitive such as free shipping or a trial offer.
- Mention prices and discounts to attract customers.
- Include a call of action such as “purchase”, “order” or “get a quote.”
- Build a great keyword list for people to find you and then include those keywords in your ad.
- Make sure there is a good correlation between your ad an your landing page. If things don’t match up people may think it is a scam website or may quickly leave if they don’t see what they were expecting.
- Make your ad mobile friendly. When people do a quick search on their mobile they are often out and about and need to click to find your location or click your number to call. Add location and phone extensions to your ad to satisfy their intentions.
- Have someone else proofread and edit your work.
Likewise, our ecommerce PPC management best practices also tell us that keywords are extremely important for any successful ad campaign. Some helpful tips for this are to simply include all of the required keywords that people use to look for you. Also try to focus on long-tail keywords rather than simple, basic ones.
This is for two reasons:
- long-tailed keywords will generally bring you more directed traffic, and
- there is much less competition for these rare phrases as opposed to common ones that everyone else already has.
So for example, instead of adding “girl’s shoes” which has a lot of competition, you would add “girl’s ballet shoes Chicago” if you are located in Chicago and sell girl’s ballet shoes. This will yield higher quality traffic and consumers that are more likely to purchase your product.
Ad Group Structure
Next, we can speak about your ad group structure. It’s a cornerstone of ppc managment, and this is important as it will also help you to ultimately get the right ads to the right people. This is done simply by keeping all related ads and keywords in one group based on the products and services you have available.
Also, each group will likely land on a different page on your website. This will give you better exposure and the opportunity to attract a variety of customers looking for various things.
The Landing Page
Finally, and possibly the most important piece involved in ecommerce PPC management best practices, is your landing page. This is where your prospective customers will be taken when they click on your ad.
It is very important for your landing page to host targeted keywords and be clearly linked to your text ad. Other important points for successful landing pages are to have a call to action on the page, clear and visible contact information, high quality pictures and a short and easy form for customers to fill out.
Also, it may help to have trusted symbols such as badges from BBB, awards or other security guarantees. This is essential for a great user experience and to increase your chances of engaging and keeping prospective customers on your website.