eCommerce is a commercial activity projected to grow to $4.4 trillion sales revenue in the year 2021 from $1.9 trillion in 2016. In such a growing environment competition is severe, and a good Pay-Per-Click strategy can overcome competition.
eCommerce operators must strive to be on top of mind of customers. They must choose keywords with care. Their landing pages must ensure customers don’t leave the page once they come in. Their re-marketing/re-targeting campaign should be top class. They must optimize their shopping ads. Most importantly, the product feed must be up to date. All these PPC strategies work because the eCommerce customer knows what he or she wants.
Pay-Per-Click works for eCommerce just as it does for other online advertising purposes with some differences. In general, ads are smaller and more direct. On Google Ads platform the ad is simpler even without an image. The keyword selection is more difficult but if done properly the result is good. The bidding too is straightforward if the PPC strategy is right.
Measuring success in eCommerce is more straightforward and it is easier to apply mid-course corrections. PPC addresses newer audiences leading to better awareness and better conversion. PPC gives better returns when targeted geographically. PPC can target specific countries, states, cities and surroundings in a specified area.
Just as a splendid display of products in a brick and mortar store attracts customers, eCommerce uses product feed to display products on the website to provide information and entice customers to purchase products. Typically, product feed is a file comprising various information and data sets of products offered for sale. Often, product feed itself is a powerful sales message as it presents the product in all its glory with product images and relevant information pertaining to the product such as description, size, availability, price and utility.
Product feed management is vital to conversion and therefore must display current product attributes faithfully. Thus, optimization of product feed is important. Further, normalization of product feed is necessary to enable it to appear on websites of other eCommerce websites.
Online shopping is the raison d’être for eCommerce. The more shopper-friendly the website is the better it is for the eCommerce operator. The most important factor in eCommerce site is increasing the user base. Therefore, PPC is the best avenue to increase leads thereby increasing conversions thereby increasing user base.
The success of Google shopping lies in the proper use of Google Merchant Center. It houses the product data feeds. The format which Google demands is vital and therefore product feed should describe various product attributes with keyword-rich titles and descriptions. The beauty of Google shopping is it generates shopping ads on its own drawing information from the product feed. Unlike in search campaigns bids are on product groups and not keywords. This means that bids are on products that are seen giving control over what to bid on.
Bing shopping is similar to Google shopping. The Bing Merchant Center is the nerve center for Bing shopping where the shopping catalog sits. The prime task is to keep the catalog up to date periodically. Tools available in Bing allow creation of campaigns with segmentation by ad groups which will contain all the products. The greatest advantage of Bing is that advertisers can use Google feed for Bing shopping ads seamlessly thus getting both shopping platforms. Thus it pays to get the product feed right on Google.
Pay-Per-Click for eCommerce management works by adopting several strategies. Since eCommerce deals with products attracting customers who have an idea about what they want it makes sense to choose keywords that are not generic. Perhaps model numbers as keywords is desirable. Further, using long-tailed keywords is advisable.
Yet another strategy is to learn from what competition is doing. Without getting into controversies, choosing carefully keywords that competitors use in their ads as your keywords may yield better results. One more useful PPC trick is to display your prices in text ads. This straightaway improves quality of audience. All these strategies may cost more but cost per conversion is far less as the quality of audience improves greatly.