There’s a reason why Pay Per Click (PPC) advertising is a popular option for eCommerce store owners and that’s because it can be very effective. These ads represent a type of paid digital marketing, with a fee being paid each and every time someone clicks on the created ad.
PPC ads can be found in a variety of different places, from social media platforms like Twitter and Facebook to Google’s own Google Display network.
Ad-buying Platforms
You’ll find a variety of different PPC advertising platforms available to e-commerce operators, with the right one being determined by the business in question. Factors like how your customers tend to behave and where they hang out are key to the decision on which platform to use.
If you haven’t already worked out the details of your target demographic, all it really takes is to do a little research into how they act online. For instance, if your ideal customers tend to hang out on Twitter, then clearly that’s where you should be advertising.
The platforms you’ll be considering will typically include:
- Google Ads
- YouTube
- Microsoft Ads
Google Ads, in particular, are popular for Pay Per Click eCommerce advertising, as they can be used to specifically target those who are ready to buy. Once you’ve decided on your ideal platform, you can then focus your efforts on creating great ads that catch the eye. For more information on advertising tools, check out this resource on the top 3 digital advertising tools for eCommerce.
Choosing Where to Advertise
An important element you’ll need to determine is not just where you advertise your business, but how and what form those ads take. Let’s analyze a couple of the methods and platforms you can use.
-
Google Ads
Created by the giant that is Google, Google Ads works by various different advertisers bidding to display short product listings, service offerings, or videos. It’s possible to place these ads on both non-search websites, videos, and mobile apps, as well as search engine results.
-
Native Ads
What’s a native ad? Well, it’s something that doesn’t look like a banner or display ad and can often be found in recommended content and social media feeds. This non-intrusive way of advertising gently introduces the product in question, while clearly describing its value by providing real-world context.
-
Paid social etc.
Tapping into the modern paradigm that is social media is social PPC that typically involves leveraging the power that certain influencers have to promote a product. The great thing about this option is that its highly-focused, with customers being targeted by their interests and other demographic data.
A/B Testing - The Simplest Easy way to See Which Performs Best
The ideal location or type of ad for your PPC advertising will vary from product to product, so to achieve the best possible ROI, it’s important to determine what it is.
A simple, yet effective way to do this is to carry out A/B testing. In its simplest form, it involves running two campaigns side by side to see which performs the best.
The KPI tracking data that this produces, such as attributed sales, cost of acquisition, and clicks will show you where the best route to market lies.
Effective CTAs - What Drives the Most Conversions?
Something else you’ll need to focus on is the call to action (CTA) you use, as it plays a large part in the number of successful sales you get. Generic words like ‘learn more’ or ‘click here’ are relevant choices, but they also have to be relevant and inspiring.
Other options include:
- Get Quote
- Download Now
- Subscribe Today
- Apply Now
The tone of the CTA also has to match the tone of the ad and it needs to be consistent. For example, if you’re telling people throughout the text that you want them to register for something, but your CTA says ‘learn more’, customers are going to get confused. And confusion is bad for sales.
Budgeting - Optimizing Your Spend
An important part of your PPC strategy is to ensure you’re spending your PPC budget wisely. If you use a popular tool like Google’s Keyword Planner, you’ll be shown cost-per-click estimates. This essentially shows how much you’ll be paying every time one of your ads is clicked.
Keywords with a high search volume will often have a similarly high cost-per-click, but that’s not necessarily a bad thing. You’ve got to work out whether the keywords you’re using are going to be profitable to win these clicks.
To learn more was to advertising in the eCommerce space, check out this resource on digital marketing and advertising and how to choose the right one.
Running Successful PPC Campaigns
Getting the blend right for successful PPC campaigns is an art, with lots of time and effort being required. Of course, business owners tend to be very busy people, which is why so many choose to outsource the task to an external agency. This allows you to concentrate on your core business fully.
