According to Statista’s study on search ads, businesses spent $106.5 billion on search advertising in 2019. By 2024, it is anticipated to grow to $191 billion.
As the competition for online shoppers continues to heat up, it is more important than ever for eCommerce businesses to have a solid understanding of how to create and manage a successful PPC campaign.
Let’s talk about what eCommerce PPC management is, why it’s important, the pros and cons of PPC management and tips for effective PPC Management.
What is eCommerce PPC Management?
PPC management for eCommerce is the process of optimizing and managing your company’s PPC campaigns to ensure they are effective and bring in conversions.
This includes keyword research, ad copywriting, bid management, and conversion tracking.
It is important to have a clear understanding of your target audience and what keywords they are searching for before starting a PPC campaign.
Once you have this information, you can create ads that are relevant to their needs and target these keywords.
Bid management is another crucial aspect of PPC management.
You need to bid on the right keywords in order to get your ad in front of the right people.
Conversion tracking is critical to see which keywords and ad copy variations are resulting in conversions and sales.
The top four names in the eCommerce PPC space you will want to serve on can include:
- Google Ads
- Bing Ads
- Amazon Ads
- Meta (Facebook) Ads
What are the three types of eCommerce PPC management?
There are three types of eCommerce PPC management: self-service managed service, and full-service.
Self-service is the least expensive option and gives you the most control over your campaigns.
With this type of management, you will be responsible for all aspects of your campaign, from keyword research to creating ads, and even tracking results.
Managed services are a middle ground between self-service and full-service. With this option, you will still be responsible for some aspects of your campaign, but the company you hire will help with others.
This can be a good option if you do not have the time or resources to manage your entire campaign yourself but still want some control over it.
Full-service is the most expensive option with the least amount of control. With this type of management, you will be hiring a company to handle all aspects of your campaign for you.
They will be responsible for everything from keyword research to creating ads to tracking results.
Why is eCommerce PPC management important?
PPC management is important for eCommerce companies because it helps them to get their products and services in front of potential customers.
It is a highly effective form of advertising that can reach a large audience and result in conversions.
According to a 2018 report by Clutch, PPC is utilized by 45% of organizations with fewer than 50 employees and 74% of businesses with 50 or more employees.
In addition, PPC contributes approximately 36% of retail store income and a whopping 46% of business revenue for online businesses according to Wolfgang Digital’s KPI report for 2020.
Tips for Ecommerce PPC Management
There are several aspects of eCommerce PPC management that must be incorporated into your strategy for your PPC campaign to be successful.
Here are the tips for Ecommerce PPC Management
1. Define your goals and objectives
The first step in any eCommerce PPC management strategy is to define your goals and objectives.
What do you want to achieve with your PPC campaign?
Brand awareness, lead generation, and sales have different KPIs and results.
Once you know what your goals are, you can create a campaign that is focused on achieving these objectives.
2. Research your target audience
The next step is to research your target audience.
Here are some considerations:
Who are you trying to reach with your PPC campaign?
What are they searching for?
How does your product standout?
Once you have this information, you can create ads that are relevant to your target customers and optimize for keywords.
3. Set a budget
Before you start your PPC campaign, you need to set a budget.
Doing keyword research will help you find the average cost per click (CPC) for your niche.
This will help you to stay within your budget and not overspend on your PPC campaign.
4. Write compelling ad copy
The next step is to write compelling ad copy. Your ads need to be relevant to your target audience and include the keywords they are searching for.
In addition, your ads need to stand out from the competition and match to search intent.
5. Monitor your campaign
Once you have launched your PPC campaign, you need to monitor it closely.
You need to track your results so that you can see which keywords and ads are performing well.
6. Make changes as needed
As you monitor your PPC campaign, you may find that some changes need to be made.
You may need to adjust your budget or change your ad copy. You may also need to add new keywords or target different demographics.
7. Evaluate your results
Once you have completed your PPC campaign, you need to evaluate your results.
- Did you meet your goals?
- What worked well and what didn’t?
- What could you do differently next time?
Evaluating your results will help you to improve your eCommerce PPC management strategy.
If you follow these steps, you will be well on your way to effectively managing your company’s PPC campaigns. eCommerce PPC management is a crucial part of running a successful online business and should not be ignored.
How does PPC for eCommerce work?
There are various types of PPC for e-commerce, but the most popular and effective type is Google Ads.
Google Ads allows you to place ads on Google.com and millions of other websites across the web.
When someone clicks on your ad, they are redirected to your website where they can make a purchase.
To set up a Google Ads campaign, you will need to create an account and then set up your campaign.
You will need to select your target audience, budget, and keywords.
Once your campaign is live, you will need to monitor it closely to ensure that it is performing well.
How much does PPC for eCommerce cost?
The cost of PPC for eCommerce varies depending on the type of campaign you set up, your target audience, and the keywords you select.
However, the average cost-per-click (CPC) for Google Ads is $1.50. This means that, on average, you will pay $1.50 each time someone clicks on your ad.
What are the benefits of PPC for eCommerce?
PPC for eCommerce offers a number of benefits, including:
Allowing you to reach a larger audience
With PPC, you can place your ads on millions of websites across the web, which gives you the opportunity to reach a much larger audience than you would with other marketing channels.
Targeting your audience
With PPC, you target audiences and searches most relevant to your product.
Increasing website traffic
PPC can help to increase the amount of traffic to your website, which can lead to more sales.
Although it is still necessary to optimize your sales funnel.
Generate leads and sales
PPC can generate leads and sales for your company. When someone clicks on your ad, they are taken to your website where they can learn more about your products or services.
PPC is a very cost-effective form of advertising. You only pay when someone clicks on your ad, which means you can get a lot of exposure for your company without spending a lot of money.
PPC allows you to target specific keywords that are relevant to your products and services. This ensures that your ads are only being seen by people who are interested in what you have to offer.
PPC is very measurable due to the fact that you can track your conversions. This allows you to see which keywords and ads are resulting in sales so that you can adjust your campaigns accordingly.
What are the disadvantages of PPC for eCommerce?
There are a few disadvantages of PPC for eCommerce companies. Some of the most notable disadvantages include:
Can be expensive
If you are not careful, PPC can be quite expensive. You need to make sure you are targeting the right keywords and that your ads are relevant to your target audience.
Requires ongoing management
PPC requires ongoing management in order to be successful. You need to continuously monitor your campaigns and make adjustments as needed.
Can be time-consuming
Creating and managing PPC campaigns can be time-consuming. If you do not have someone dedicated to managing your PPC campaigns, it can take away from other important tasks that need to be done in order to run your business.
Can be Confusing
You can get dissatisfied with your results if you don’t grasp the fundamentals of keyword targeting, customer segmentation, display ads, retargeting, and other technical words related to PPC.
You also need to be familiar with a wide variety of campaign strategies in addition to various platforms.
You can employ several ad formats on platforms like Facebook, Google, Amazon, and others depending on the situation.
PPC for ecommerce can be a great way to reach a larger audience, generate leads and sales, and improve your website traffic. However, it is important to keep in mind that PPC requires ongoing management and can be expensive if you are not careful. If you have the time and resources to manage a PPC campaign, it can be a great way to grow your business.