Running your ecommerce business is full of ups and downs.
But at the end of the day, you need the good to outweigh the bad. (I.e. you need to make a profit so you can keep selling your products and grow.)
Whether you’re just starting out in the ecommerce PPC management game, or you’ve been around awhile, you can benefit from these tips.
Here’s what you need to know.
Using a combination of broad and very specific keywords will ensure that you’re hitting potential buyers at every different stage of the sales funnel.
Let’s say you sell tents for camping that install on the top of your vehicle. A good top-of-the-funnel keyword to reach an audience that doesn’t quite know what they’re looking for is “rooftop tents.”
But you don’t want to leave out those people who are aware that such a thing exists (middle-of-the-funnel), so a more specific keyword could be “2-person rooftop tent.”
And what about those bottom-of-the-funnel-ers? You can get as ultra-specific as using the brand name: “SkyLux Bantam 2-person rooftop tent.”
Your cost per click will obviously be more for the very-targeted keyword, but it will balance out with the broader keywords that will be much less expensive.
(Don’t you love ecommerce PPC management tips that can save a buck?)
Give searchers even more information about your business with ad extensions.
Here’s an example from a search for “Hubspot.”
In this example, they’re giving us more details about price, resources they offer, and even a free trial.
You can put anything, as long as it’s a benefit to searchers. For example, if your ecommerce store also has a brick and mortar counterpart, you can use the ad extension to display the location, business hours, or phone number.
There is an important thing to know, though. Just adding the extension doesn’t mean that Google will actually display it. It has to be chock-full of value and the ranking of your ad must meet specific criteria. Here’s a more thorough explanation from Google.
This ecommerce PPC management tip is all about getting the right traffic – the kind that will buy.
One way to do this is with the cold, hard numbers. This becomes even more important when you consider the limited character count and a cost per click that keeps climbing.
For example, if you sell high-end products, you can use language that will deter shoppers who aren’t in that demographic, such as, “Starting at $4K.”
This will keep you from having to pay for clicks from people who have no intention of buying. You can then put your ad spend budget toward more qualified leads who aren’t turned off by the price and are much more likely to become a paying customer.
You want to pull traffic away from your competition. You’ll probably get a lot of searchers who find you because they’ve searched your competitor’s site and they’re not sold yet.
They could be looking for more information or a better deal.
Find out what keywords your competitors are bidding on and use them to show shoppers that you’re a better option.
But, there is a caution with this particular ecommerce PPC management tip.
Don’t use your competition’s branded keywords. There’s a whole host of reasons NOT to do this, including:
Look at their ads to get ideas, bid on the same keywords, but don’t use their brand.
Use varying keywords to hit shoppers at all stages of the sales funnel, try ad extensions, qualify your traffic to make sure you’re not wasting clicks on non-buyers, and use the competition for inspiration.
These tips should help you to feel a little more comfortable with ecommerce PPC management.
But it’s okay to need some help. If you’d like to make your PPC strategy more profitable and grow your ecommerce business, let’s talk.