Before we get into why Pay-Per-Click (PPC) strategies and ads matter and how to leverage them to convert better, did you know that 97% of your e-commerce website visitors who leave without buying don’t come back? That’s a number you can’t ignore. For online brands and retailers of all sizes, driving profitability with every click tops their list of business goals. This can be achieved through meticulous buyer behavior and trend monitoring, analysis, and the application of PPC best practices.
To give you a glimpse of the power of PPC strategies and what they could do for your e-commerce site, we’ve rounded up a few insightful statistics:
- For every dollar spent on PPC ads, you get two dollars back
- 65% of all high-intent searches result in an ad click
- PPC visitors are 50% more likely to purchase something than organic visitors
- 32% of companies use PPC to sell products directly to consumers
Now that you have understood the potential of pay-per-click ads when done right, let’s look at two fundamental aspects and key strategies under them that can bring about true performance shifts for your PPC campaigns.
Making your e-commerce website PPC ready
1. Constantly optimize and improve your product pages
From the keywords you use in the title tag to every line of your product description, ensuring customer relevancy is key. To attract the right customers it’s not enough that your PPC ads alone be engaging. For a sale to come full circle, your product landing page should also be singing from the same songsheet as that of the ad seen.
For instance, for an upcoming holiday, online brands and retailers would do well to update the product page content to come as close as possible to satisfying buyer intent. Professional product photos along with a quick feature video can help you perfect your sales pitch further.
2. Work on schema markup for better presentation
When a potential buyer searches on Google, even before they visit your website, Google shows them something called as product rich cards. These cards hold nothing but a product shot and a snippet of its information on the search page itself.
To check if your e-commerce website is well calibrated and to guarantee tangible outcomes from your PPC strategies, simply enter your website URL on a schema markup tool you will find freely available on Google. The results show if you are good to go and also highlight gaps along with tips on how to improve your schema.
3. Analyze your competitor campaigns
Doing so not on affords you a better understanding of how to strategize your future PPC campaigns, it also reveals unique and valuable keywords to plug into both your future ads and your e-commerce site. This will help expand your keyword base and rank for more keywords. It also sets the ball rolling on what other keywords you could explore to outperform your rivals.
Effective PPC ad augments that drive relevant traffic to your website
1. Go after less obvious audiences
While targeting similar or look-alike audiences for your ads’ discoverability is a no-brainer, pursuing an audience that probably didn’t cross your competitor’s mind gives you a marketing edge. For instance, if you sell athleisure products, apart from gym-goers and fitness enthusiasts try targeting those buying organic food products.
If you sell products exclusive to women, ask yourself if the other gender would be interested in your product as a potential gift for their loved ones? Pay attention to what else shapes your audience’s tastes and choices, and use these cues to determine your audience set.
2. Leverage ad extensions
Add extensions are nothing but clear call-outs or action drivers that most ad networks generally afford you as a part of the ad. For instance, Google Ads offers price extensions, call extensions, and message extensions.
Price extensions are a must-have extension for e-commerce websites as they not only showcase prices upfront, they also provide a view of alternate products with their prices at a single glance. These extensions can be effortlessly updated and facilitate quick customer transactions.
Message extensions offer potential buyers a quick platform to get their pre-purchase queries answered. Mobile users will find this feature incredibly useful as it helps them connect with your team over chat/ email in a jiffy. This feature also allows you to set automated responses. Similarly, call extensions allow mobile users to dial up your service team at the press of a button, offering them almost instant access to get the support they seek.
3. Analyze and optimize your KPIs
A lot of ROAS (Return On Ad Spends) depends on how often you calibrate your PPC KPIs to align with your goals. Rarely is it recommended to optimize ROAS based on single purchases. To get a holistic and actionable understanding of your ad performance, considering micro-conversion stages or Cost-per-acquired-customer or Customer-lifetime-value is advisable. A few fundamental KPIs and why monitoring them makes business sense are mentioned below:
Wasted spend: Look out for ads that garnered negligible or nil engagement. You may want to relook at the keywords used, or change the time when your ads go live, in order to drive better campaign ROI.
CTR (Click-Through-Rate): Keeping track of impressions is necessary, but the real litmus test of an ad is examined through the clicks it yields and the cost per click. If the CTRs work out expensive compared to your competition, analyzing and refining the content for maximum relevance can drive better conversions.
Ad text optimization: Google Ads’ performance grader analyzes your ad’s performance and offers a benchmarking of how your ad text stacks up when compared with your competitors’. Use this to further hone your ad text for better dollar and viewer effectiveness.
All seasoned e-commerce companies would agree that distinctive ad performance from PPC strategies and campaigns don’t come overnight. Like any lasting success, this one too is built on constantly testing and refining what works best for your business. Yet, with timely insights, lessons learned from similar campaigns, and the right expertise, this journey can be accelerated.