When done right, pay-per-click advertising (PPC) offers a healthy return on investment (ROI) for ecommerce businesses. Running PPC ads is a great way to promote your business on social media networks, search engines and websites.
It’s a data-driven approach, providing plenty of opportunities for testing and analyzing what’s working and what’s not. Using PPC, your ad campaigns can be very targeted which can help you get your message in front of the right people on the right platform. There are a few things you can work on if you’re hoping to get better results from ecommerce campaigns.
Use a Mix of Campaign Types
There are pros and cons of different campaign types such as Demand Gen, Performance Max and Search. Define goals and KPIs for each campaign type. Use Demand Gen to increase revenue from add to cart transactions along with either Search or Performance Max. Prioritize Performance Max with a larger budget and a higher targeted ROAS.
Take Advantage of Automation
Automation features such as value-based bidding and broad match are designed to improve the performance of retailers and ecommerce businesses. Broad match is a tool that can help clarify customer intent and can provide insights into how people search for products or brands. Automation tools can help drive higher ad rank and save optimization time.
AI Overviews frequently appear as answers to queries above search ads. Using automated bidding can help marketers run ads alongside AI rather than trying to compete against it. Keep conversion goals in mind when running paid campaigns and aim to reach prospects at the right time and place.
Be Consistent About Labeling Everything
Apply labels at every level, including campaigns, keywords and ads. Create labels that are logical based on things such as date ranges for ad reports and helpful bidding information. Labels aren’t automatically applied at any level, so get in the habit of using them consistently.
Ecommerce businesses can benefit from leveraging automated rules for keywords, campaigns or ads. Rules should be aligned with labels so you can pause or enable assets based on labels. This can be especially helpful when running multiple sales simultaneously. Conversion value rules can help you improve reporting and optimization and maximize your actual business goals.
Track Clearly
Keep detailed logs in real time to help with collaboration and planning. Record if the website went down and for how long, any issues you had with conversion tags and whether any products went viral on social media. Coordinate with customer support for better insight into the concerns of your customers and pull historical data to help identify trends. This information can help you plan better strategies going forward.
It’s essential to have a clear ecommerce search strategy. Ecommerce businesses can benefit from working with experts in the field of PPC advertising. Softline Solutions has helped hundreds of businesses get better results from their digital marketing strategies and we want to help you grow your online presence and business. Get in touch with Softline Solutions today.
