Define PPC Tips for E-Commerce Business

Posted by Sanjana Singh on June 16th, 2017

With the share of digital ad spend growing at a speed that seems to shock even the advertisers, it is not at all surprising that the competition in the business is now cut-throat. Digital ad spend has been increasingly tremendously every year and is expected to rise by a record estimate of 39.3% by 2019. It is no longer a question of when, but of how retailers need to focus more on optimizing paid search to optimise relevant traffic to their site.

Here are some eCommerce solutions for online retailers to help them harness the benefits of a PPC campaign to the optimum.

• Segment campaigns

Segment the campaigns – meaning retailers can benefit more from a PPC campaign by categorising the ads on an individual level. For instance, for the keyword “men’s clothing,” a better idea would be to segment the products into groups such as ‘formal shirts’ ‘casual shirts’, ‘formal trousers’ ‘casual trousers’, ‘polo tees’ ‘round neck’ tees’ etc. This is better than having a single ad group as it will let you have more control over the bids, which otherwise lead higher CPA. Using Google Shopping and AdWords are highly encouraged as these campaigns let you to bid at a product or keyword level. If you are not sure as to how to suitably categorize your products, it’s recommended that you hire a trusted PPC company from Delhi to help you recognise keywords and categorise audiences.

• Focus on the Environmental & Geographical Factors

Modifying your ads to suits the environment and/or geographical location can yield better results than a generic one. For instance, for a PPC Delhi campaign for men’s apparels, ads based on keywords such as “men’s clothing” and “men’s outerwear” won’t drive as much traffic in the winters,  as “winter shirts” or “winter jackets in Delhi” can.

• Make Use of Ad Customizers

It is highly advisable to online retailers to use Ad Customizers for their PPC campaign as they can adapt your text ads to what someone is searching for, which device the customer is using, where he’s located, and even the date, time of day, or day of the week. In short, they can create an ad template where variable can be fed automatically, thereby saving a lot of time and the need to go through the approval process for each ad.

• Determine your USP

It’s essential for retailers opting for PPC campaigns to know that the description text in the ads go a long way in to making a lasting impact. While it is important to focus on the product at hand, it is also crucial to lay emphasis on the USP in order to run a successful campaign. The description part should have a unique selling point, or else efforts would be made is in vain given the competition these days the eCommerce industry is subject to.  

• Add Negative Keywords

Adding negative keywords to your ads is an essential part of your campaign management, because it helps you filter your target audience, thus generating more qualified clicks. Furthermore, it also helps revise the bidding strategy. In other words, using negative keywords ensure the retailer that he is focusing only on relevant customers who have the potential to convert into users.