Every eCommerce business needs a PPC (pay-per-click) strategy. When done correctly, paid search will build brand awareness and drive sales. PPC can prove to be a cost-effective, predictable digital marketing strategy for your eCommerce business. The way PPC works is that you pay only when a user clicks on your ad. PPC is data driven, which means that you can use PPC data to refine your SEO strategy and create targeted campaigns.
As a leading PPC company in Northern California, WSI Smart Marketing knows that if done correctly, PPC can be a leading edge for your eCommerce business. Follow these tips to optimize your PPC strategy.
Show Ads At The Right Time
No matter how engaging your ad is, you won’t get the expected result if you’re not showing it to the right person at the right time. Use user data and conduct some research to determine when your target audience is the most active online.
Create a data-based ad schedule. If you’re new to PPC and are running a campaign for the first time, run ads 24/7. Analyze the results and optimize ad scheduling to maximize your ad reach.
Optimize Your Ads
Use both text ads and product listing ads. Add a comprehensive list of negative keywords to your campaigns. A negative keyword list tells Google and other search engines not to display ads for the keywords it includes. The right negative keywords block irrelevant traffic which helps improve PPC return on investment.
Create ad extensions such as structured snippets that allow you to highlight specific aspects of your products or services. Use review extensions to share positive reviews.
Avoid broad-tail keywords such as “dress” or “electronics” as they return millions of results. When it comes to marketing toward the right audience, precision is the name of the game. Instead use long-tail keywords such as “men’s casual dress” or “iPhone 13 mini” to increase your chances of ranking on SERPs.
Create Quality Content
If you have offices in multiple locations, create localized landing pages. Furthermore, make sure that your landing pages contain engaging content. Add videos, product specifications, photos, and user reviews to your landing pages. Use impactful calls to action that create a tone that should matches that of your ads.
We cannot emphasize enough on the importance of A/B testing for images and ad copy. It allows you to find out which ads are performing best and create engaging ads that convert.
Test different elements such as descriptions, links, keywords, ad extensions, and headlines. If you want to evaluate landing page performance, A/B test the CTA, design, headline, and images. Test one element at a time or you may get convoluted results.
Focus on Top Performing Keywords
Your top performing keywords are the ones that drive the most traffic; hence you should focus on them. Use Google Webmaster tools to identify your top performing keywords. Select different dates to check performance over time.
Use Google Analytics to segment keywords. Periodically check quality scores of keywords so you can identify those that are performing consistently well.
Hire A Professional PPC Management Team
WSI Smart Marketing is a reputable Northern California PPC company. As you can tell from these top tips, there is a lot of work that goes into building an optimized PPC campaign. That is why our number one tip is to hire an expert.
Learn more about how our team at WSI hand curates, optimizes, and manages PPC campaigns. We leverage our expertise to create PPC strategies tailored to our clients’ specific market needs. To learn more, call (707) 843-3714.