Paid Per Click (PPC) marketing is a huge part of the e-commerce business. When ads are clicked on by a customer, the advertiser pays a fee to Google. This method is consistent and will allow you to target a specific audience and bring them to your online store. Achieving success through PPC keywords is very doable, but there are a few strategies you should keep in mind to make that happen.
Have a Clear Goal
You need to have a definitive goal for your PPC marketing campaigns. What exactly do you want to do? Do you want to drive sales and boost traffic? Do you want to target a specific audience and build your customer base organically? Do you want to increase downloads and subscriptions? Think about this before you begin your PPC campaign. There are so many ways that you can use PPC keywords, and it’s vital to have a clear goal or set of goals to track your improvements. Using your data over a few months, you will be able to see the progress you are making with PPC keywords, and what changes you should make. Over time, you will pinpoint exactly how you want to use PPC keywords and the whole process will become a lot easier for you.
Know your High-performing Keywords
Your high-performance keywords are the building blocks of your entire PPC campaign. You need to look at your performance report regularly and know which keywords are paying you back. Focus on them, and use them to drive your business in the right direction.
Keep in mind that just because you have some high-performance keywords that are working doesn’t mean that you should only rely on them and keep them running in the same way. You should always change the bidding strategy for the words and trace the optimal bid for each one. You will always have keywords that are top performers, but they can also be modified to bring in even more business. Don’t get comfortable and use the same bidding strategy all the time.
Get Rid of Low-performing Keywords
You’re going to have low-performing keywords that don’t work at all, and don’t bring in any sales to your business. Make sure that you keep track of these words and filter them out. You can keep track of this weekly, and even pause the words that aren’t working well. If things change and you want to try using these words again, you can “un-pause” them and see how they do.
There are three kinds of low-performing keywords:
Keywords that have no impressions
If a keyword doesn’t generate any impressions, that means that users are not searching for it.
Keywords that have impressions but no clicks
This means that these words are showing up in users’ searches, but they are not clicking on it and don’t find it relevant to what they are searching for.
Keywords that have clicks but no conversions
These keywords are generating clicks but are not converting into sales. This ultimately means that your PPC campaigns are being poorly managed, or your website doesn’t have the essential elements to generate these conversions.
To avoid losing money, you need to keep track of these low-performing words and use them to drive the necessary changes you need to make to be successful.
Optimize your Keyword Bids
Once you are sure of your high-performance and low-performing keywords, it’s time to optimize your keyword bidding so that you will always be in the competition.
Many users like to use manual bidding. Manual bidding will allow you to have maximum control and to be able to adjust your bids without any delay. You can also use CPA bidding and ROAS bidding. It’s totally up to you.
Create Compelling PPC Ads
Ad copy is the most important thing about your PPC ads. You want to draw in consumers and engage them right away. You need to create headlines that grab customers’ attention and make them want to click on the ad and find out more. Many people only scan the headline of an ad, so if you don’t have a great headline, you could be losing a sale.
Be concise and to-the-point with your ad copy. Include a strong call-to-action that will bring a new customer to your website and will drive that first sale.
Use these tips to optimize your PPC keywords and drive your sales through the roof. Once you get the hang of using these keywords to your advantage, you will see amazing results.
Mike Patel is a digital marketing enthusiast, innovator and President of a leading Digital and E-commerce Development Agency in Dallas, Texas. Mike holds a BS, Computer Science degree from Wayne State University and is a key player in the E-commerce development and digital marketing industry since 2004. The scope of technology in his extensive experience of more than 15 years ranges from Magento, Shopify, BigCommerce SEO (Search Engine Optimization), PPC (Pay Per Click) management, E-commerce SEO, Google Shopping Ads and more.