Pay-Per-Click (PPC) advertising is an effective digital marketing strategy that can help increase ROI for eCommerce businesses. Unlike Search Engine Optimisation or Content Marketing, eCommerce PPC delivers instant and measurable results. Plus, you have complete control over how much you will pay for each advertising campaign. You pay only when someone clicks on the ad and that too at an average Cost Per Click (CPC) of $1.16 in search.
You read that right! eCommerce has the lowest average CPC among all industries.
Lower Cost Per Click means you will spend less on advertising your products while selling those products/services at the same price. Therefore, you are likely to have a positive ROI. This ROI is likely to increase over the long run because keywords in the eCommerce sector are less competitive and have a relatively lower CPC.
And if you thought PPC for eCommerce is dead, here are some interesting facts for you:
1. 50% of potential consumers visiting an eCommerce store via paid advertising are more likely to purchase than those coming from organic search
2. Product Listing Ads account for over 75% of clicks from non-branded retail search intent
3. Percentage of clicks on retail-related PLAs have increased substantially during Q4 2019 to Q1 2020
4. eCommerce stores and online retailers are spending on Google Shopping Ads compared to last year
Hire a trusted eCommerce PPC agency to ramp-up your ad campaigns and leverage this industry growth potential. In this blog, we will discuss 5 proven techniques to boost your eCommerce ROI through PPC.
eCommerce PPC Best Practices to Improve ROI
PPC can deliver amazing ROI results for your eCommerce store. Let’s understand how proven eCommerce PPC services can keep your ROI growing.
#1: Think Where to Advertise
When it comes to eCommerce PPC advertising, there are numerous options. However, the most popular and fast-growing PPC advertising platforms are Google Shopping Ads, Amazon PPC Advertising, and white label Facebook Ads.
Google Ads is the biggest PPC advertising channel on the market today, followed by Facebook and Amazon. Studies suggest that Amazon is fast catching up with Google in paid search advertising market share. Each platform provides distinctive PPC features for eCommerce stores and online retail businesses. eCommerce CPC also varies across these platforms depending on keyword competitiveness.
Depending on your advertising requirements and budget, determine where to advertise. However, we would recommend diversifying your PPC strategy rather than investing heavily on one network. That means you should consider investing a little bit in all major PPC networks to minimize risks, drive diversified traffic, and improve your ROI.
#2: Be Hyper-Aware of Your Product Feeds
A well-optimized, up-to-date product feed now plays a pivotal role in amplifying overall PPC performance.
For instance, Google uses these product feeds to draw information about your AdWords eCommerce campaigns. AdWords PLAs gather all information about your advertised products through these shopping feeds. Therefore, Google is extremely strict about the rules on how to create and optimize these feeds. A single mistake or inability to keep the feeds up-to-date can send you a warning.
As such, you have to be hyper-aware of your product feeds. Leverage all required attributes. Regularly update the feeds with inventory levels, accurate pricing, and well-optimized product titles & descriptions. You can also add custom labels to the shopping feeds. This will provide the flexibility to categorize the feeds further by offering key attributes like seasonality, sale price, profit margins, best sellers, promotional items, etc.
#3: Improve Your eCommerce PPC Ad Copy
So you have the most amazing and innovative product ever! Great!
But unless your ad copywriting is even more awesome and compelling, you will probably not get the desired success with your PPC campaigns. Ad copywriting is one of the most vital steps of eCommerce PPC management. Therefore, it should instantly strike a connection with your target audience, engage them meaningfully, and compel them to take positive action.
Here are some quick tips for you from the best eCommerce PPC experts:
1. Add social proof in your ad copy. For instance, “4.8-star rating; 2000+ happy customers.”
2. Convey urgency. “Buy now for free worldwide shipping. Offer lasts for 24 hours!”
3. Be consistent. Message-match is an important aspect of any PPC ad copy. This means the message on your ad copy should be consistent and match with that on the landing page. For example, if the ad says, “SALE – get all products at 50% off,” then your landing page should also say the same and NOT with variations like “50% off flash sales,” etc.
4. Add compelling and eye-catching ad headline & description; do not forget providing a persuasive Call to Action
#4: Optimise Your Ads
Optimizing your ad is an important eCommerce PPC service you should leverage. Here are some ways you can optimize your ad to make it more clickable and increase ROI:
i. Optimise both types of eCommerce ads – PLAs and text ads. For Product Listing Ads, add visually-striking, high-quality product images for best results. For text ads, do not forget to add your product name/primary keyword, particularly in the title tag.
ii. Optimise your ad extensions too. These “additional pieces” of product/business information can help boost your ad’s CTR. Some of the important ad extensions you should not miss out optimizing are Call Extensions, Callout Extensions, Review Extensions, and Site link Extensions.
iii. Fine-tune your negative keywords to get only relevant clicks and lower your CPC
iv. A/B test, or split test, different ad copies, landing pages, and overall campaign structures
#5: Set up eCommerce PPC Tracking
Finally, analytics is a proven tactic that any expert eCommerce PPC company will leverage to improve ROI for your business. It provides valuable insights on important metrics such as your ad’s Click-through Rate, which products are selling the most, what is your average CPC for each campaign, from where the sales are coming, etc.
With this information in hand, you can revamp your PPC campaigns for better performance and increased ROI.
Hope, implementing the above PPC tactics will help to improve ROI for your eCommerce store. However, paid search advertising is a complex process and hiring an experience eCommerce PPC management company can pay off well. An eCommerce PPC consultant has in-depth knowledge and domain expertise to use proven strategies that can help drive more traffic, reduce your ad spend, and increase ROI.