Internet is one great force that has changed how everything works now. Business is no exception. During the past decade, the rise of e-commerce has been exponential. Business is no more store-bound; all of us know that. What we may not know is that the force behind it is as much PPC as SEO. PPC or pay-per-click marketing is a very effective component of digital marketing and has been very much responsible for helping e-commerce businesses break even and establish themselves in relatively short span of time.
E-commerce is one industry that makes the best of PPC. Even if such businesses invest in hiring a Pay per click marketing firm, it may still turn out to be a profitable deal.The returnon investment is quick and in good measure. The risk, however, is that without knowing PPC well, you may lose a lot of money very quickly. So, the imperative is to know how it is done.
This blog talks of how PPC is not only an option but the ultimate way to market your e-commerce store. It also lets you know how it can be so. In addition to this, you will also get to know what matter for an e-commerce store when it comes to PPC. So, let’s head to see how you can do that.
Here is how you must market your e-commerce store with paid marketing.
- Set Goals and Plan a Budget
Goals – let’s not get too muddled up about them. When we say e-commerce we tend to think that it is sales we want immediately. Well, it is the ultimate goal, but we may want to begin with smaller goals like visibility, or signups or referrals – goals that lead to the ultimate goal of increased traffic and sales.
Make your goals clear in number. For example, with this $50 invested in paid ads, I want 100 sign ups in a say, a week. That is a tangible goal right there. Determine what you want before you can have it.
Plan your budget accordingly. It will take only a few days to see if you keywords and ads are paying off well. If you are still in the testing period, make sure you begin with a low cap rather than making a big investment right away.
- Look for a Paid Ad Provider
There is Google, there is Bing, there is Yahoo, and there is Facebook and Twitter and Instagram. Phew! Quite a list, it is. You need to figure out what audience you need to capture. It is easy on all the platforms to set an audience for your e-commerce store. For example, if you sell anti-wrinkle cream in North America, you might want to capture women over 30 years of age in a location as big as North America. However, if you know precisely where your potential market is, you will be able to choose the right location with fine precision and make sales over these platforms.
You will have a wide choice. Google AdWords lets you publish ads on Google search. Bing Ads do the same for Bing as well as Yahoo. And then you have Facebook, Twitter and Instagram Ads. Facebook ads, by far, has become a very effective way to market e-commerce stores. The difference lies between how much they charge you for the keywords. Google so far has been the costliest but the best in reach. However, Bing can work very well at a lower cost if it is your first rodeo.
- Keywords Research is the Key
All paid ads work on keywords. The higher you bid for a relevant keyword, the better your chances of getting clicks. A wide array of keywords will give you better scope for traffic and sales on if your keywords are relevant and the bids made by you are high. So, make sure that your keyword research is thorough.
- Shopping Campaigns are the Thing for You
Shopping campaigns are a vital part of e-commerce marketing strategy. It is one step ahead of product listing ads. Google AdWords Shopping Campaigns are today a trusted medium of promoting the products directly without having to go through the hassle of toiling for brand recognition first.
Your entire catalogue can get listed with Google Shopping platform with a perfect ad copy, high quality images, and prices as well – something that the customers find very convenient to click on. It allows your products better exposure apart from streamlining your bidding and ad management process. Quality leads, more traffic, improved CTR, and lower per click cost, are only some of the great advantages that shopping campaigns offer.
- Make a Compelling Copy
The ad space is more than ever on Search Engine Result Pages now. The ad characters have also doubled since last year, allowing you more scope for expression and conveying the right message.
With the right title, description and call-to-action, you can make your paid ad an effective means of getting clicks. Just make sure that it leads to the right landing page/product and is optimized for mobile devices.
- Tracking and Analyzing
All the PPC platforms also offer analytics that help you measure the performance of your ads on the basis of clicks and keyword conversions (and more). Each platform will provide you with its own mechanism to track the progress of e-commerce ads as well as sales.
This not only helps you analyze how well your sales are going but also gives you a fair analysis of customer behavior – a thing rather valuable thing for CRM and improved product and service delivery.
You can check the number or clicks, the number of visitors, click through rate, conversions and so many other factors that determine the success of an ad campaign. And, of course, you can also track your return on investment.
Today, thousands of e-commerce store are thriving worldwide, thanks to paid search or PPC. With advanced features on most PPC provider platforms, more and more e-commerce stores are entering the game, breaking even and doing well in this highly competitive industry. Yours could be next.