PPC Marketing Strategies for Your E-Commerce Business

Are your PPC campaigns bringing in low-quality traffic? Are fraudulent clicks depleting your PPC revenue? Is your ROI not what you expected?

While pay per click advertising is a vital ingredient of any effective e-commerce marketing strategy, failing to follow best practices can drain your marketing spend and affect your paid search performance.

For the best results, we recommend working with a reputablee-commerce PPC agency, although it is a good idea to have some understanding of PPC best practices. With that in mind, let's look at four ways to boost your e-commerce PPC campaign:

1. Pick the right advertising platforms.

When we think about PPC Ads, the first thing that comes to mind is Google Ads (formerly known as Google Ad Words). You can reach millions of individuals with Google Ads, many of whom can be your potential consumers. However, this does not mean that you should exclusively confine your advertising approach to Google Ads.

It would help run your PPC ads on different platforms to increase your brand visibility, consumer loyalty, and sales. Meta (Face book), Instagram, Twitter, and Bing are among the most popular platforms for PPC advertising. It is worth noting that your target audience and business goals primarily determine the platform you choose. Therefore, you must do your homework on the different platforms before incorporating them into your PPC strategy.

2. Create mobile-friendly landing pages.

Mobile devices account for more than half of all internet traffic globally, and they also account for more than 40% of all online transactions. With the prevalence of mobile devices among online users and shoppers, optimizing your website's landing pages for mobile is imperative.

Here are three tips to consider when designing a mobile-friendly landing page:

• Make sure your page loads quickly — ideally, in three seconds or less.
• Link the ad to the relevant landing page.
• Ensure the landing page is intuitive, so the user knows what to do next — whether adding a product to the cart or signing up for a newsletter.

3. Set a realistic budget.

The problem with many unsuccessful PPC campaigns is unrealistic and low budgets. Setting a budget to target the right audience and get closer to your marketing goals is critical in building a successful PPC campaign.

However, this does not mean that you must overspend to get the most out of your ads. Instead, you must have a realistic budget for the different stages of your PPC marketing. If you are just starting out with PPC advertising, some common examples of where your money will be spent include:

• Researching the industry's averages (e.g., cost per click)
• A/B Testing (e.g., choosing the most suitable keywords and target audience)

Knowing your averages and how your competitors spend on their PPC ads will help you set a realistic budget for your own campaigns.

4. Write a click-worthy ad copy.

The goal of an ad copy should be to add value to your customer's browsing experience. All PPC ads must focus on click-worthy, high-quality copies regardless of industry.

People clicking on your ads are where your conversions begin — that is only possible if your copy is interesting and relevant. So if you want to capture the attention of online shoppers, your headline, description, and visuals must include compelling ad copy.

Some of the best ways to write click-worthy ad copy are as follows:

• Include the unique offerings (e.g. Free One-Day Shipping or Money-Back Guarantee)
• Include promotional Highlights (e.g. 50% OFF or End-of-Season SALE)
• Include Call to Actions (CTAs) (e.g. Buy Now or Sign Up Today)
• Emphasize the product's benefits rather than its features.
• Link the ad to the relevant landing page.

It takes time to write compelling ad copy. However, once you can identify your target demographic and address their pain points in your ad copy, it will significantly impact the performance of your e-commerce PPC campaign.

Conclusion

This is by no means an exhaustive list. You can do several more things to improve your PPC campaigns' performance, including hiring the best pay per click management services. However, these tips should give you a jump start and make it easier to implement further adjustments to your strategy.

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