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Pay per click (PPC) is a highly effective online advertising strategy. It is used for driving high-quality traffic to websites. Also known as paid search, it is a crucial digital advertising strategy for expanding your online store’s reach and conversions and boosting your ROI. When running search ads, you will be paying an ad network for each click you receive. You will be bidding on relevant keywords with the goal of increasing your ads’ visibility. You can create and promote text or image-based ads. Proper paid search management is important to make the most of this strategy.
Importance of Paid Search Management for Ecommerce Websites
Paid search management is important for your ecommerce business’ success. While SEO, email marketing, and social media optimization are also important in driving traffic to your online store, none of them are as effective in generating as much high-quality web traffic in a short span of time.
The following stats show how effective paid search marketing is for ecommerce:
- Paid search ads drive 36% of revenue in retail stores and 46% for online stores.
- In 2020, paid search advertising became larger than organic search engine traffic in terms of being a revenue-generating channel.
- 79% of brands claim in studies that PPC is a big driver for their success.
- 74% of businesses with 50 or more employees and 45% of businesses with less than 50 employees use paid search ads.
These numbers clearly show how important PPC is for your ecommerce store.
Benefits of Paid Search for Online Stores
Paid Search management stands out as an online marketing strategy in a number of ways. There are many benefits of using paid search campaign. The most important ones are as follows:
i. Quick & Consistent Web Traffic
PPC is the quickest paid search strategy to drive targeted traffic to your ecommerce website. SEO is extremely valuable, but it takes time to help drive traffic to your website. A PPC campaign can deliver great value by delivering quick and consistent results. You may want to generate quality traffic or leads, PPC ads can help you achieve your goals quickly.
ii. Enhanced Brand Awareness
It is important to build brand awareness when promoting your brand and products. The key benefits of paid search marketing include:
- Building trust
- Building brand equity
- Creating association
It helps achieve this through compelling ads focused on your target audience. It is different from organic social and email marketing in that it allows you to target and reach an audience that isn’t already aware of your brand.
Another way PPC benefits online stores is by providing many platforms. Google Ads is the market leader, but there are many major networks including:
You can target your ads for any market – international or local, based on your paid search campaign goals.
iii. High ROI
PPC is among the most widely used online marketing strategies to driving a high return on investment. It allows you to keep track of every ad and keyword in the form of conversion metrics. There are detailed analytics tools to help you stay on top of your ad spend. Some of the most popular ad networks include:
- Google Ads
- Facebook Ads
- Microsoft Advertising
iv. Measurable Results
Most PPC networks provide you with tools required to keep track of different metrics related to:
- PPC campaign tracking
- User interactions
It is possible to measure every campaign in terms of ROI, allowing you to know what you will be getting against your ad spend.
Major PPC networks such as Google Ads can provide you with an unprecedented amount of data. This can allow you to achieve highly precise targeting based on all forms of identifiers including age, location, gender, and interests among others.
v. Readily Available Reports
PPC stats are readily available with high levels of detail. Conversion and revenue tracking are important aspects of Paid Search management. They help you track the performance of your ads and find you whether your goals are being achieved or not.
Access to quick reports can help you make faster changes to your PPC campaigns and save time and money. Interestingly, the data provided by paid search advertising can provide you key information for developing your SEO and content marketing strategies. This valuable information includes:
- Writing style
- Content quality
These SEO attributes have an important role to play in driving your target audience to click on your ads.
Key Tenets of Paid Search Management for Ecommerce
Some of the most important elements of paid search marketing that will be required in the development and management of your campaigns include:
- Keyword Development: It involves researching and developing a comprehensive strategy focused on the target audience. The benefits include reaching new customers, improving clickthrough rates (CTRs), and increasing ROI.
- Ad Development: Compelling ad copy is created and tested to build traction and successful campaigns. PPC management involves the development of new ads and analysis of existing ad campaigns with the goal of continued market penetration.
- Performance Optimization: Paid search campaign optimization, keyword analysis, and ad performance enhancement are important to long-term ecommerce success. It is also important to how to react to continual data to optimize your campaigns.
- Campaign Monitoring: Daily/weekly review of paid search ads campaigns and analytics are crucial for achieving optimal results.
- Budget Management: Your campaigns may run on Google, Facebook, Bing, or any other channel, it is important to monitor and adjust your keyword bids. The bids should be adjusted according to your camping performance and goals.
- Marketplace Management: Continual keyword research and optimization efforts are required to sustain profitability and promote growth.
Best Paid Search Management Strategies for Ecommerce Websites
Now that you understand the importance of paid search management for your online store’s success, it is important to know the strategies that can help you build your brand, drive traffic and sales, and grow your business. Here are 5 paid search marketing strategies to help you with your store.
1. Conversion Tracking
When you have an online store, you will need conversion tracking. It could be a simple process that involves adding a code snippet that picks up the item, price, and time of purchase. When you analyze the results and make efforts to improve your campaigns, you will get a better understanding of the ads and ad groups that drive sales. You can find the products that are driving more revenues and where you need to put more effort.
2. Product Listing Ads
Your PPC campaigns should not just be limited to text ads. Online stores can also invest in Product Listing Ads (PLAs). Whenever someone searches for a product, a PLA will appear displaying the product’s image, price, and store name. PLAs get lots of real estate on search engine results and draw lots of attention.
According to studies, Google PLAs generate 1.5 times the CTRs of regular text ads and drive 23% better conversion.
Retargeting is an important strategy across the digital marketing spectrum. It is an important element in growing your ecommerce revenue. Studies show that a business can win over 15% of its customers back that were considering purchasing on their website.
There are many benefits of retargeting in paid search management:
- Makes it easy for your visitors to remember your brand
- You can cause them to take action with a deal or coupon
- Visitors who come across retargeting messages are 70% more likely to convert
You have already reached your potential customers during their research phase. Retargeting ads allow you to convert those prospects.
4. Optimize Landing Pages
When it comes to paid search, generating high-quality traffic is only half the job. Your paid search plan should also determine what happens when your consumers have clicked on your ad.
- You can drive the traffic directly to the respective products
- You can test landing pages
- You may make adjustments to your website to enhance the user experience (UX)
It is important to develop a UX that is optimal for conversion. A/B testing tools can be used to redesign your landing pages and test performance against the current website layouts. It is further recommended to use heat map tools that let you visualize your visitor interactions on your website.
5. Run Dynamic Targeting Campaigns
The dynamic campaign feature allows you to run multiple paid search ads on the same website. The ad can automatically organize your website into groups as per your products or services. You should select the most relevant groups or categories.
Consider someone visiting your website and checking your products around and not taking any action and then leaving. When they visit Facebook, they will come across ads of your brand or product on their feed. This form of dynamic retargeting can bring back lots of sales to your online store.
Paid search has as many strategies as there are platforms. New features and technologies continue to enhance the scope of paid search management. It is a much complex online marketing strategy for you or your in-house team to manage. It is best to hire the services of experienced and certified digital marketing agencies that specialize in ecommerce. At Blackbelt Commerce, we can manage all aspects of your ecommerce business – from setting up your new Shopify store or migrating to Shopify to running effective paid search marketing, SEO, social media marketing, and other campaigns.
Whatever your goals for your online store, feel free to contact us at +1-516-704-9890 or send us your queries at [email protected]. We would be pleased to help you achieve your business goals.
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