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.”
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.
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.
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.
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.
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.
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.