What is eCommerce PPC Management and How Can it Benefit Your Business?

No matter what goals you have for your online store, you need a powerful digital marketing strategy working in the background to make these goals a reality. Without a concrete plan in place, it will be difficult to get traffic to your website, make sales, or build your brand.

Pay-per-click advertising may be one of the best marketing avenues to take if you are interested in reliable traffic and conversions. Professional eCommerce PPC management services can help you develop an effective strategy, by pinpointing knowing how to properly target your audience and find lucrative opportunities that you would otherwise miss.

Without clear direction, PPC advertising can seem like a waste of time and money, but in the hands of a professional eCommerce marketing agency, running ads on platforms like Google and Facebook can not only help skyrocket your sales, but help you develop your brand and get your name out there as well. This guide will walk you through some of the benefits of advertising for eCommerce and what to look for in a PPC management company, so you can finally start generating a reliable profit with your online business.

Why PPC Advertising is so Effective

Every form of digital marketing has its benefits if approached correctly. PPC can be extremely effective because you can directly target your potential customers and grab their attention even if they have never heard of your business or products before.

Unlike search engine optimization, which can take months to get going, PPC is a more direct approach. In the hands of a skilled PPC marketer, ad campaigns can be constructed for a variety of purposes, including sales and lead generation, regardless of how long you have been in business or how large your store is. As long as you find the right keyword or audience opportunities and know how to craft an attractive ad, you’re in the game.

PPC is also effective because it allows store owners to take advantage of the moment as well as changes in trends, which can happen rapidly in certain industries. You can spin up or drop an ad campaign in Google or Facebook in literal minutes if you know what you are doing, and decide how much you pay per ad or how long you want to run the campaign for. This can be incredibly powerful and gives store owners an unprecedented amount of control over who sees their products and under what conditions.

For instance, a viral video on a platform such as Instagram or TikTok could suddenly popularize a product overnight. This happened recently with the brand Ocean Spray, known for its cranberry juice, but certainly not a company known for being in the spotlight.

However, a viral video on TikTok featuring a man skateboarding around to a popular Fleetwood Mac song while chugging on some Ocean Spray cranberry juice, singlehandedly jolted Google searches for the term “ocean spray.”

Google Trends Ocean Spray

This is the power of viral marketing that can be leveraged using a well-timed and expertly managed PPC campaign. If you pay attention to trends, you can easily launch related ad campaigns that get hot products in front of more users as fast and efficiently as possible.

Another reason why eCommerce PPC is so useful is that you can easily adapt your ad campaigns to the state of your business. Having a slow month but have the excess money to push your ad spend in order to recoup? You have the power to do so. Want to run a flash sale because it’s your 2 year anniversary in business? Go right ahead. Want to pull most of your ads because you are changing up your inventory and want to get things squared away before pushing users to your website unnecessarily? You can do that as well.

PPC simply offers an incredible amount of control, not only in terms of pushing your products but also when it comes to building your brand as well. Professional-looking ads convey authority and can even help shoppers connect with you as a company. This is especially true on social media platforms like Facebook and Instagram, where users can actually interact with your ads directly, commenting on them or reacting to them.

Best eCommerce PPC Platforms

When it comes to running ads online, there are a wealth of platforms to choose from, depending on what you are selling or your style of business. Not every platform is going to automatically be ideal for every eCommerce store, so it’s important to familiarize yourself with the best ones and go from there.

A skilled eCommerce PPC management company would be able to help you identify which platform is best for you based on certain criteria such as how “visual” your products are, how large your budget is, and the specific nature of your audience.

Google Ads

The king of PPC, Google has been around forever and still accounts for a large share of the PPC market. Part of the reason for this is simply because Google is still massively popular and has become an essential part of our everyday lives. If you want to know something or buy something, Google is where most people turn for the answer.

While Google has become extremely competitive and therefore expensive, if you know your audience and have discovered workable opportunities such as a popular keyword that hasn’t been targeted by other businesses in your niche yet, you can still use Google to drive plenty of consistent traffic to your website.

Google provides a ton of different tools and types of ads, which also makes it valuable for store owners. Between basic search ads, Google shopping ads, YouTube ads, display ads, and remarketing options, Google stands as the best all-purpose advertising option online that can serve just about any business well if used under the guidance of an experienced eCommerce professional.

Google Search

Bing Ads / Microsoft Ads

While Bing isn’t as prominent as Google, it is still a widely used platform due to it being the default search engine across the Microsoft landscape. The default search function on the Windows task bar utilizes Microsoft Search, along with other services such as Xbox Live.

Many of the targeting and audience features present on Google are here as well, although where you can display these ads is somewhat more limited. You are still gaining access to millions of users who are searching for certain products and services, so if you want to be well-rounded in your advertising efforts, don’t count Microsoft out of your strategy.

One point that is worth noting about Microsoft Ads is that it is somewhat less competitive than Google, which means that for certain keywords and in certain situations, an opportunity that would be out of your reach on Google may be within your budget on Microsoft.

Amazon Ads

What used to be a small corner of the Internet reserved for online books is now one of the most visited websites on the planet. Not only is Amazon one of the driving forces in eCommerce at the moment, but it also presents powerful opportunities for advertising and remarketing, as its ads seamlessly flow with the general layout of the website itself. In other words, Amazon has developed a system that is very favorable to its own merchants, because ads on Amazon rarely appear spammy or out of place.

With a generous amount of targeting options and plenty of room for visual creativity and brand appeal, Amazon can be a powerful tool in your marketing arsenal if you are using Amazon to sell your goods.

Facebook and Instagram Advertising

This popular social media platform has become an advertising powerhouse. Part of the reason why Facebook has become such a successful advertising platform is because of the extremely detailed targeting that can be performed with it.

For years, Facebook has allowed users to fill their profiles with everything from TV show preferences, to education, employment information, hobbies, relationships, and even eating habits. There are millions of data points that exist on Facebook that marketers can sift through in order to find incredible opportunities that convert extremely well.

What also stands out about Facebook as a platform for advertisers is that each of your ads includes a powerful media element, either a photo, slideshow, or video, and has all of the functionality of an actual social media post. This means that users can not only react to it with a “like” or comment on the post, but they can also click on your page’s name and follow it to your Facebook page, which is great for building a following.

Instagram and Facebook are now integrated, and advertising on Instagram works much in the same way as it does on Facebook. In fact, any ad that you create through the Facebook Ad Manager, you can push to Instagram.

PPC Graphic Design

The gist with Instagram is that it is a more visual platform than Facebook and has a somewhat younger and more trend-aware audience. Not every kind of ad you place on Facebook would do well on Instagram, and vice versa. Adept eCommerce PPC management may be necessary in order to determine which of the two platforms would better suit your products and brand.

Pinterest Advertising

As a visual platform for eCommerce marketing, there is nothing that compares with the power of Pinterest. The platform itself is often used for collecting ideas and “window shopping,” and each post, or pin, can be saved for a later date. Advertising on Pinterest can be incredibly effective because every boosted pin looks just like any other, and with the right sales copy and graphic details, you can make sure your pins stand out and get clicks.

Pinterest is a niche-specific platform however, so it’s not all that effective for certain industries. Every eCommerce store won’t be able to find a home on the platform, but this can actually work in your favor if you do happen to be one of the businesses that can take advantage of it. Less competition and a more focused user base means a higher rate of engagement and better conversions.

The Basics of PPC Management

If you decide to let an eCommerce PPC company handle your advertising efforts, there will help you to understand the ad creation process and how it can be broken down into several stages. PPC experts know how to compartmentalize each area of pay-per-click advertising and have specialists that work on each particular step in the process.

Knowing Your Audience

The first step toward crafting an effective eCommerce advertising campaign is having a deep understanding of your target audience. A skilled PPC agency will work with you closely to learn who your target audience is, and will conduct extensive research into your industry, in order to determine the best platforms for your campaign and any possible opportunities that might be there.

Having a firm grasp of an audience or target market is the driving element behind an effective PPC campaign and the part that most marketers and businesses miss. You don’t want to use the “wide net” approach and simply hope to get anywhere with your marketing. This is how businesses wind up spending thousands of dollars a month on PPC yet never see a decent return.

Finding The Right Keywords

The next step after determining the audience is developing a proper keyword strategy. This is most applicable to platforms like Google, which hinge on proper keyword discovery. A skilled PPC agency will be able to drill down past the generic keywords and unearth valuable opportunities that can get your ads in front of more eyes, and more importantly, more shoppers that are looking for your specific products.

Anyone can create an ad and get it in front of a bunch of people with generic keywords, but it takes an eCommerce professional to pinpoint money-making opportunities and act on them.

Putting an Attractive Ad Together

The last phase of an eCommerce campaign is of course the construction of the ad itself. There is indeed a science behind creating clickable ads, no matter what platform you are using. Whether this means witty or informative descriptions on Google, or a stunning photo that sends a specific message on Facebook, you need a rock-solid ad if you want a chance at converting.

Even if you target the right audience, a lackluster ad is not going to move the needle and get you proper return on investment. This is why you need a knowledgeable agency that has years of experience when it comes to creating PPC ads, because they know what works and what doesn’t, and have the data to back up their findings. Only after running hundreds of ad campaigns can you possibly have a full grasp on market trends and user behavior. This is the kind of experience you get when you invest in the right eCommerce PPC services.

How an eCommerce PPC Company Can Improve Your Business

As you can see, pay-per-click advertising presents quite an abundance of opportunity for store owners who want to bring in more traffic and land more sales, but it’s important to go about it the right way.

A poorly managed PPC campaign can have you shoveling money into the flames all for no substantial ROI. Businesses often become burned on the thought of running more ad campaigns because they took a shot at it before and essentially through money to the wind.

If you want to get the best possible results with your digital marketing efforts, you need an eCommerce PPC company to do the heavy lifting for you. No matter how well you think you know your audience, and how long you may have been in eCommerce, an experienced agency is still going to have an edge.

Genius eCommerce® is the agency you are looking for if you want eCommerce PPC management done right. Their team of skilled digital marketers, graphic designers, and eCommerce experts know how to put together PPC campaigns that get powerful results. Give them a call today if you want to dramatically improve your online presence and get more traffic and sales than ever before.

The Essential WordPress SEO Plugin Checklist

In order to ensure that your website is performing at its absolute best, you need to use the best WordPress SEO plugins available. This is true whether you are running a blog or managing a complex eCommerce store. Without the right optimizations in place, it will be difficult to generate enough organic traffic and sales.

There are hundreds of resources online for deciding which SEO plugins to use and why, so many in fact that it can become overwhelming if you are simply looking for straightforward answers. That’s why this guide dispenses with all of the fluff and will only touch on the exact plugins you need for your WordPress website, without getting lost in the details.

Once you feel confident that you have all of the right plugins on your website, take a look at our WordPress blogging guide for SEO, which will help you create powerful content that will help in your optimization efforts.

Do You Really Need SEO Plugins For WordPress?

Before jumping to the checklist, you may have your doubts that SEO plugins are even necessary at all. If you have any experience with search engine optimization, you may already be aware that technically speaking, it has nothing to do with using certain plugins.

There are no magic apps or special themes you can use in WordPress to automatically improve your SEO. All work in this area has to be performed manually. However, there are definitely certain WordPress plugins and SEO tools that can significantly cut down on superfluous work and make your job easier when it comes to improving your website. Think of these plugins like strengthening the foundation of a house. While you are still not in the process of building the structure itself, you are making enhancements that will give your site a clear advantage and just make your life easier all the way around.

WordPress SEO Plugin Checklist

This is by no means a comprehensive list, but should be used when first starting your website or to start off on the right track at the beginning of a SEO campaign. If you are concerned about your website ranking in Google and performing properly for your users, these plugins are exactly what you need for your WordPress site.

Yoast SEO Plugin

Yoast SEO Plugin

No conversion about WordPress SEO would be complete without mentioning Yoast. While All in One SEO Pack is a strong alternative, Yoast is considered the de facto gold-standard when it comes to adding basic necessary optimization features to your website.

Yoast provides a comprehensive suite of different features, allowing the user to customize the way their website appears in the search results, which kinds of content can be indexed, XML sitemap functionality, social media metadata, and a variety of other little fixes, which would otherwise have to be altered through code without this plugin, which is not ideal.

What Yoast is known for most of all however is its various on-page readability and keyword guides that help with creating better-quality content for your readers. While these features don’t actually improve SEO on their own, they can help you take initiative to improve your content and make it more useful and digestible. This also applies to the homepage and product pages as well, which can greatly affect your SEO when everything is taken into consideration.

Google Analytics by Monster Insights

Why not just log in to your Google Analytics dashboard to see your traffic data? Monster Insights simply gives webmasters and store owners the option to view vital traffic data right in the WordPress dashboard without having to venture into the depths of Google. This can save time and aid in understanding, as the data provided in the plugin is considerably paired down compared to what you get in Google.

Smush

If you want to improve your on-page SEO, you always have to think about user experience pain points such as navigation, searchability, and page speed. One way in which many websites hamper themselves is by hosting too many overly large images. While attractive photos are one of the best attractions of a professional eCommerce website, you also want to make sure these images have been properly compressed in order to increase page load times.

The Smush plugin makes it so that you don’t have to worry about manually compressing your photos in a program like Photoshop before uploading them to WordPress, saving time and a ton of hassle. This is a WordPress SEO plugin that can directly improve the quality of your website.

W3 Total Cache

One of, if not the best caching plugins for WordPress. A strong competitor is Autoptomize, which might be the better choice in some cases for a paired down experience, but for eCommerce websites that need to fine-tune their caching options, this plugin is the way to go.

If you are not entirely up to speed as to what caching is, it’s essentially a means of condensing and streamlining the content of your website so that it loads faster for the user. This is done by combing pages of code into a single document, and also taking dynamic elements such as PHP and making them static, which reduces load times. These changes can cause glitches and problems for complex websites, so caching is inherently complex. W3 Total Cache gives you extraordinarily fine control over all aspects of your website’s compression, from combing JavaScipt and CSS files, to limiting how your site is cached on particular pages and in certain browsers, this plugin does it all.

WP Sitemap Page

You may already have an XLM sitemap, which is what Google needs in order to crawl your website properly, but do you have an HTML sitemap as well? To improve your user-experience and give your SEO a little boost, it can be helpful to generate a full user-facing sitemap on your website. For sites that have a lot of categories or blogs, this can make finding them much easier. The additional contextual links can also help Google index your website properly as well.

Elementor Page Builder For SEO

Elementor

While Elementor is technically a page-builder and not an SEO plugin, it is quickly becoming an “essential” aspect of many WordPress builds. This is because user experience and design is increasingly lumped in with search engine optimization.

To truly make sure your website is optimized for the search engines, you have to be able to control all of the content throughout your website. This is something that vanilla WordPress does very poorly. High-quality page builders like Elementor give you the ability to create attractive, user-friendly content all over your website with ease, and you can have total control over this content in order to make sure it follows the specific conventions that you want it to.

With a page-builder like Elementor, you can improve user experience significantly, giving your WordPress site a professional look and feel without necessarily having to get a custom theme developed or any other more comprehensive changes made. When you have full control over the posts and pages of your site, right down to the spacing between paragraphs and the size of buttons, you can tailor each and every section of your store for optimal usability and visual appeal.

The Best Choice For Your WordPress Store

Even with the help of the right plugins, taking care of your SEO can be tough. If you feel lost when it comes to making the proper optimizations and would rather a professional team manage your campaign, we’re here to help. A WordPress SEO agency can give you the edge you need to improve your website enough to start ranking on the front page of Google, which can help you get more traffic and sales.

Here at Genius eCommerce®, we create powerful SEO strategies for eCommerce websites looking to get ahead. From in-depth keyword research to professional content writing and quality backlinking, we know how to give online stores the lift they need to succeed. If you don’t want to deal with the pain of having to figure out SEO on your own, give us a call and we’ll help you get a handle on it.

Effective White Hat eCommerce SEO Techniques

SEO may be an ever-changing landscape, but certain constants remain. Knowing how to put the right techniques into play may determine how well your eCommerce website performs against your competitors in the search results.

No matter how long your online store has been around, it’s always worth implementing rock-solid white hat eCommerce SEO techniques. So much has changed when it comes to search engine optimization but the foundation remains the same: intuitive site structure, informative content, and the necessity for detailed keyword research, for instance.

Why is getting to the top spots in Google so important even after all this time? Well, most sources indicate that the top position in the SERPs (Search Engine Results Pages) still nets roughly 30% of the traffic. The top 3 spots absorb well over half of all of the traffic, which shows you the value of these spots from a digital marketing perspective.

If you want your online business to succeed, it’s obvious that you need to pay attention to your SEO and utilize the right strategies that will actually produce powerful results. Ideally, you want to land on the first page of Google for multiple keywords, and over time, you want to snag some of those topmost positions. This is where the real money is.

Importance of white hat seo

As you have traversed the Web in search of SEO tips and tricks, you likely have encountered the terms “black hat” and “white hat” before, and would like a little more clarification as to what these terms mean and how they apply to eCommerce. This guide will help clear the air a little so you can form a laser-focused strategy built on the best Google-approved techniques.

What is White Hat SEO and Why is it so Important?

White hat SEO is much more than a buzzword, it encompasses everything that Google considers a safe and legit way to improve your website and climb the SERPs. It’s important to make this distinction because there are certainly techniques out there that can land you in hot water with Google and that can even get your entire website penalized.

What are some examples of white hat SEO techniques?

  • Creating engaging content that informs your readers and helps them find what they are looking for.
  • Writing detailed product descriptions that contain important keywords.
  • Making sure all of your images have proper alt-tags.
  • Building a fluid website that works great on mobile devices.
  • Compressing your images so that your website loads faster.

Sound somewhat vanilla? That’s because real search engine optimization isn’t fancy or sensational. It requires a great deal of research and a keen awareness of SEO best practices and what users expect out of an online shopping experience. Optimizing your website is akin to making your brick and mortar store attractive, walkable, and functional.

On the other hand, you might think of black hat SEO tactics as anything that tries to game the system. Unnatural techniques such as building another website just to provide yourself with a backlink would be considered a shady trick in Google’s eyes. The question is, why?

Whenever you want some insight into the method behind the madness as it pertains to SEO, all you have to do is put yourself in Google’s shoes and think of things from their perspective. Their end goal is to provide their users with an optimal experience. This means helping them to find quality products and reliable answers to their most pressing questions.

A forced unnatural backlink tells Google that there is not actually value here. It’s something of low or zero value passing nothing of merit onto another website. This does nothing for the user in Google’s eyes, and therefore should be penalized. There are a variety of different so-called black hat techniques that are best to steer clear from, because while some do still get results, you are always playing with fire. There’s also the fact that it’s obvious, as Google continues to improve upon its algorithm, that it wants to make all forms of artificial optimization obsolete.

Bottom line: if it doesn’t benefit the user, forget about it.

Online Stores Need eCommerce SEO

If you manage an online store, having the right optimization strategy in place is essential, because no matter how good your products are, you still need to have a reliable means of getting traffic. Even if you are running ads or have a great social media presence, these forms of digital marketing can rarely compete with the ROI and value of organic traffic.

To get the best possible results, you will need to focus on the eCommerce aspect of your business. Ordinary SEO techniques, while still valid, aren’t going to quite get you the ideal outcome here, because blogs and service industry websites speak to a different audience.

The goal for any online store is to sell products, and that means you have to make the appropriate on-site changes and cater your keyword research accordingly. The following white hat SEO techniques will help you create a more balanced and results-driven marketing strategy that will improve the eCommerce experience for your shoppers.

White Hat SEO Techniques for eCommerce Stores

Getting more organic traffic requires a sound eCommerce SEO strategy that uses white hat principles and takes the user into account at all times. We’ve highlighted some of the most important techniques you can use to increase the performance and rankings of your website.

It’s worth noting that if you want to truly take care of your SEO, all of these techniques should be tied to a comprehensive and data-orientated digital marketing strategy. You don’t want to cherry-pick through this list or make one or two corrections a week and rest on your laurels. The time and energy you put into your optimizations will be reflected in the results you get.

Keyword research for eCommerce
Just because a keyword like “mango butter” is product-oriented doesn’t mean all of its variations are. It’s up to you to find useful long-tail keywords that match the search intent of the page you are creating content for.

Product-Focused Keyword Research

The first white hat SEO tactic that you want to consider for your online store is to step up your keyword research game. If you are familiar with the basics of keyword research, this alone may not be enough.

For eCommerce, you have to take two major points into consideration. That is, search intent and long-tail opportunities. Not every keyword that has to do with your product may apply to your website. For instance, a specific keyword may be better suited for a review or a process article, and you are trying to include it on a product page.

These kinds of keyword conflicts don’t please Google. Remember, when you are fleshing out your content, you have to consider the user at all times and think about their searching behavior. Someone searching for how to repair a certain shoe doesn’t want to land on a product page, and someone who wants to buy a shoe doesn’t want to read a lengthy article on how to repair a sole. While the keywords involved may be nearly identical, they could potentially have dramatically different intentions behind them.

In eCommerce, this is all the more pronounced, because users who are in the process of shopping know exactly what they are looking for. If they don’t see a product description or an Add to Cart button, they won’t stick around for very long. Likewise, if you are constructing an informative blog but it is crammed with product-specific keywords, Google may consider this spam and so will your users.

One of the best things you can do for your website is to invest more time into your keyword research and lock onto those opportunities. Don’t be afraid to optimize one of your product or category pages for a really low volume keyword. As long as it’s getting some attention and the page is properly optimized, this is almost guaranteed to bring in more traffic than a page that tries to target a broad keyword.

Remember, unless you are an already well-established brand, there’s a good chance that your website won’t have the domain authority needed in order to target basic keyword combinations.

Optimize Your Website For the User

All of the changes that you make to your online store should be for the benefit of the user. Think about what would make it easier for your users to navigate your store and find what they are looking for. Is your site intuitive and fast? Does it offer the right kinds of checkout options? Is the homepage cluttered or does it do a good job of representing your brand and displaying your most important products?

The more user-centric you get with your website, the more value you will be providing. Ultimately, this is what Google is looking for.

On-Page SEO Enhancements Every Store Needs

As far as white hat SEO goes, you want to target on-page improvements wherever possible. This includes basic site components such as navigation, title tags, alt tags, mobile functionality, and the overall usability of your website. Here are some of the main on-page SEO elements you need to focus on:

  • The overall site structure and navigation. Do the categories and breadcrumbs make sense? Is everything in the navigation relevant? Are there any blank category pages or dead links? The bones of your website should make sense and provide value, otherwise you will have a steep uphill climb when it comes to ranking well.
  • Basic functionality. How easy is it to perform basic actions on your website? Is the checkout process slow and clunky or is it streamlined and modern? Make sure your text is easy to read, that linked elements aren’t too close together, and that all of the buttons and links work properly.
  • Your mobile site has to be optimized as well. These days, shoppers are making their purchases right from their phones, so unless you want to lose out on customers, this has to be properly addressed.
  • Social proof and brand culture. Shoppers want to know that they are making their purchases at a real place. Make sure you have an informative About Us page and that you go out of your way to highlight your audience throughout your website. Whether this means prominent links to your social media accounts, an embedded Instagram feed, or statistics from your email list, you want to make sure you are sending the signal loud and clear to your users (and Google) that you are a legitimate business.
  • Site speed is another important area you have to work on. While some eCommerce platforms aren’t exactly optimized for the utmost speed, sometimes you have to take matters into your own hands. Make sure all of your pages aren’t cluttered with useless images or videos, and limit your use of plugins and 3rd party software. Also, be sure to compress your images. While you don’t want them to be grainy, you don’t want your site to take forever to load, either.

Think About Your Internal Linking Gameplan

You should pay extra close attention to the way your internal links are built. Your strategy here should be to provide value to your users by linking to appropriate content throughout your website. Whether this means linking from a product description to one of your blogs that explains how to use a product, or if it entails linking to one of your products from a specific blog post, including these links can enhance the overall user experience of your website, which is the key here. It also helps Google to crawl your website and make sense of it.

Add Customer Reviews For Brand Authority

Everyone loves to see reviews, because they are small and easy to read and can reveal a lot about a company or a product in a short span of time. If you have any reviews, you should be including them prominently on your website. This includes Facebook reviews, Amazon reviews, Google reviews, or anything else that you might think your users would want to see.

Social proof like this is not only great for users, but helps Google connect the dots when it comes to vetting your website. It is also one of the ultimate white hat eCommerce SEO techniques, because nothing says quality online than legitimate reviews and testimonials.

Blogging For Your Users

The last white hat technique you want to tackle is blogging. Even if you are strictly eCommerce, you still need a blog. A high-quality blog is important for a multitude of reasons, including connecting with your audience, providing supplemental information on your website, and also allowing you to expand your reach online by targeting additional keywords.

For example, there are many kinds of keywords that wouldn’t make sense to target in product descriptions or on your homepage, but would fit perfectly in a blog article. Blogs can also function as sales pages that push people to your products or offers. They can also be used to keep your audience abreast of current events in your company or to announce deals.

What’s Next For Your White Hat SEO Strategy?

Now that you have a better idea of what constitutes white hat techniques and how they apply to eCommerce, you might be somewhat overwhelmed. There’s no question that SEO can be incredibly complicated at times and unless you are taking the right approach and building a solid strategy, it’s easy to get lost, even if you are focusing strictly on best practices.

If you think your digital marketing strategy could use professional touch, it’s time to jump onto a call with one of our eCommerce experts. Genius eCommerce® is a marketing agency that strictly works with online stores to help them improve their organic traffic through powerful SEO campaigns that take all of the best white practices into account. No matter what niche you are in or how big your store is, our team can help.

The Best Amazon PPC Tips For Cyber Monday Sales

With the holiday season once again upon us, it’s important to implement the most effective strategies in your Amazon advertising campaigns if you want to get the most sales possible. More people than ever are shopping online and with Black Friday and Cyber Monday just around the corner, making the right adjustments to your digital marketing strategy can pay off enormously.

The following Amazon PPC Tips will help you put together a winning strategy for the holidays that will not only help you rake in more sales but also improve your advertising performance in general.

1. Give Your Hottest Campaigns an Extra Push

Now is the time to turn on the afterburners. If you already have a few successful campaigns running that you know get consistent results, and if you don’t anticipate sales for these items dipping during the holiday season, now is the time to up your ad spend.

Amazon Black Friday Cyber Monday Ads
Black Friday and Cyber Monday are poised to be bigger than ever for eCommerce businesses this year. A well-timed and properly managed Amazon PPC campaign could help you rake in sales.

When managing your Amazon PPC, you always want to keep track of your best-performing ad campaigns so that when the time is right, you can turn on the juice in order to take advantage of a bigger ROI. While such techniques are never foolproof, it’s almost always a good idea to up your spend if you know there’s a market for your product. Just keep a close eye on your data and you have a good chance at increasing your profit margins with this strategy alone.

2. Take Advantage of Long-Tail Keywords

One of the most important aspects of running a successful PPC campaign is knowing which keywords to bid on. Keyword research is paramount, otherwise you will more than likely be pouring too much money into your campaigns. Unless you have a massive marketing budget, you don’t want to simply select any basic keyword and throw money at it. This is a recipe for a lackluster campaign.

Long-tail keywords provide ample opportunity to generate consistent sales for your hottest products, because these keywords aren’t being bid on as much, which means with the right copy, you’re bound to get clicks and a solid conversion rate.

When looking for keyword opportunities during the holiday season, don’t forget about negative keywords. While this is an entire topic unto itself, you do want to be aware of the fact that you can often save money and pull in better qualified traffic when these kinds of keywords are properly implemented in your campaigns. Always keep user search intent in mind and adjust your keywords accordingly. This is especially important during the holidays when more people than normal will be online searching for certain products, and they may be more apt to “window shop,” by clicking your misplaced ads, which will drive up your costs.

3. Clean Up Your Ad Campaign Structure

One helpful Amazon PPC tip that you should take into consideration as the holidays approach is to make sure your ads have a clean and coherent structure to them. There’s a good chance that when you first started running campaigns for your store, you simply used whatever came to mind for your ad sets, without really thinking about it.

If you run only a handful of campaigns, there’s nothing wrong with this, but as soon as you start to grow, unorganized campaigns won’t do you any favors. In fact, you could actually be wasting time and money due to confusing and conflicting ad sets that you have a difficult time keeping track of. What’s more, you may even be inclined to create brand new sets for the holidays, which could compound this confusion. If there ever was a time to restructure your campaigns, it’s now.

4. Use Automatic Targeting When Possible

If you are just starting out with Amazin pay-per-click advertising, or if you are just about to launch a Cyber Monday or similar campaign, you may want to consider using automatic targeting. PPC is largely data-dependent, and there are certainly times when you simply don’t have the necessary data with which to work with, to base your campaign on.

In matters like this, Amazon’s automatic targeting comes in handy. With this targeting method, you can sit back and let Amazon do some of the work for you in regards to finding opportunities based on what they think would work for your needs. With automatic targeting, you want to keep your ad spend minimal in the beginning, and increase as you see results. Once you have enough data to work with, you can then expand your campaign or adjust it as needed. An automatic campaign is not only incredibly easy to launch, but can actually be quite effective if you want a quick ROI.

5. Look For Holiday Opportunities

The final tip you want to take into consideration is to look for specific holiday-related opportunities. While this may be niche or industry-specific, there are always certain products and brands that consumers search for more frequently during big sales and the holiday season in general.

Amazon PPC Campaign
Look for keyword opportunities for products that spike around the holidays and build a campaign around them for best results.

There are certain keywords that spike around this time of the year. While that does mean that the competition for those keywords increases as well, if you take the time to find specific holiday opportunities in your niche, you could stand to make great returns with your Amazon ad campaign.

Think about what your target audience is looking for specifically during the holidays and what they might be more apt to search for, and apply those findings to your holiday campaign. Be sure to update your product listings accordingly as well to ad holiday flavor text or additional keyword optimizations into the mix.

Want to Optimize Your Amazon PPC Even Further?

In case you aren’t entirely sure of which direction to go for your holiday campaigns or your Amazon PPC strategy in general, we’re here to help. Here at Genius eCommerce, we are eCommerce PPC experts that manage ads on a wide range of platforms, including Amazon. We know how to craft data-driven campaigns that get our clients the kind of results and ROI they are looking for.

If these Amazon PPC tips helped you but you simply don’t have the time to put everything together before the holidays, don’t worry. Call us up at 888-982-8269 and we can help you put together a killer ad strategy that will have you set and ready to go for the holiday season.