As an expert in pay-per-click (PPC), you may be required to devote all your time in order achieve the bigger goal and bring up new ways to rake in clicks that are cheap as well as conversion-friendly.
This has proven to be true for e-commerce businesses, which competes in a highly competitive market, especially when using PPC.
All business even small and medium business ones have joined the pay-per-click bandwagon. From a research carried out in 2018, it was found out that as much as 45% of businesses with employees less than 50 persons have invested in pay-per-click (PPC). The number increased to 74% when businesses that have employees greater than 50 persons were considered.
Why Is Pay-Per-Click (PPC) Important To E-Commerce Business?
Without any surprises, online search engines for products and services such as Google, Bing, and others are booming. Increasing numbers of e-commerce businesses have noticed the benefits of pay-per-click (PPC) are seriously taking advantage of it.
Even though Amazon still leads the list of product searches and is the most preferable or many customers, Google is not doing bad either. Word stream, an online survey outfit claims that the average customer purchases a product within 20 days of searching it on Google while the same product is purchased from Amazon by the same customer within 26 days of searching it on Amazon. They also postulate that 35% of customers buy a product within 5 days of search on Google.
There are 5 tested and trusted tips which can aid e-commerce marketers to gain a competitive edge over others without overspending. They are highlighted below:
Balance Out Broad And Ultra-Specific Keywords:
Let’s assume you are into the sale of tires and rims and you just opened an outlet in an area where there are a good number of auto dealers. Even though you are an e-commerce marketer, but let’s consider the example.
You have been seeing a good number of customers walking into your outlet on a daily basis in search of one item or the other but have no specific brand in mind. They might not know the tire or rim size they want while some might not even know what they want.
You might discover that many of these customers seek advice from your sales personnel, become well informed and make best customer relationship management with the customers who may become their future buyers.
Identify And Expand On Long-Tail Keywords:
There may exist some set of customers who actually knows a lot about what they want but are not typing in the UPC code yet. They may instead type in long-tail keywords such as: “Red car seat”, “blue linen nightgown” or “black flat-top shoes”.
Take a look at the search keywords which would trigger your ads and bring up your product and/or services. Take a look at your Search Query Report in the Google Ads interface. If you experience any trouble finding it, look within a campaign under “Keyword Details”.
Bid On Keywords Similar To Those Of Your Competitors:
Since you have now covered customers seeking specific products, do not leave out those who intend to buy from your competitors. Lots of searches emanate from those customers that have heard about a special brand to purchase from but have not decided yet. These searches will help in autonomous targeting of the customers.
Consider the physical shopping world, one might walk into a competitors’ store if they boast of quality products and/or services on their signage compared to yours. This brings up the importance of creating campaigns that are similar to your competitors’ keywords with ads creating awareness among customers that you also have good and quality at affordable prices.
Don’t Use A Competitor’s Branded Keywords:
While you aim at a customer’s ad keywords, always avoid targeting their branded keywords. Some things might happen if you use their keywords:
- You would look like an unintelligent entrepreneur who lacks the capacity to innovate.
- You would only attract less qualified traffic to your site and business.
- You competitors having the advantage of a higher quality score when they realize this could increase your costs in proportions just a little bit more than themselves.
- Your competitors might report you to Google who will, in turn, take disciplinary actions on you.
Include Transparent Pricing In Your Ads:
It has become increasingly paramount to qualify your traffic before your ads are actually clicked on because of there is a limitation on the number of characters one can use in text ads and the increasing cost per click.
There is so much you can gather from a person who types in general terms although you are targeting certain keywords. You cannot ask a buyer how serious he is or if he is still making research or if he is a window shopper.