SEMrush Study: 5 e-Commerce PPC Myths Busted with Data

98
Wow-Score
The Wow-Score shows how engaging a blog post is. It is calculated based on the correlation between users’ active reading time, their scrolling speed and the article’s length.
Learn more

SEMrush Study: 5 e-Commerce PPC Myths Busted with Data

Julia Olennikova
SEMrush Study: 5 e-Commerce PPC Myths Busted with Data

Doing PPC for an e-commerce website is amazing. You can literally see how every dollar spent on AdWords is being transformed into real conversions and sales. But sometimes things go wrong, and you watch your money being poured down the drain.

There are hundreds of reasons why your AdWords campaign might be underperforming, and many of them are related to common myths and misconceptions. We all used to trust mantras like “every ad should contain a call to action,” but then discover that this is not always the case. So we decided to rely on data and looked at the most common trends and statements in PPC.

To help e-commerce businesses achieve success in 2018, we carried out a comprehensive study of 8,000 e-shops operating in different verticals. It gives a complete picture of how the e-commerce industry is leveraging SEO, PPC, and content in their marketing efforts and which trends are worth adopting in 2018.

In particular, we wanted to find out if any of the popular myths concerning AdWords strategies in e-commerce are worth trusting. Let’s take a look at the results!

Top PPC myths busted with data: SEMrush study [infographic]

What myths have you encountered about PPC in your work? Please share them in the comments below to help others avoid some of the common pitfalls!

The amount of e-commerce platforms and online stores are growing yearly. But do we really know how the leading retailers become leaders? What efforts need to be made to execute an effective online strategy? How to do first things first and sort everything out in order? SEMrush conducted an e-commerce study to answer these questions, along with many others. We analyzed...

Get Free PDF

Like this post? Follow us on RSS and read more interesting posts:

RSS
Product Marketing Manager for PPC toolkit at SEMrush. Migrated from journalism to digital marketing and je ne regrette rien.
Share this post
or

Comments

2000 symbols remain
I don't see any myths busted here. Correct me if I'm wrong, but you are reviewing what most people did, without looking at the conversions/ ad performance? There's a big difference.

For example, myth "Aim for bigger discounts in your ads" is refuted with "evidence" that people selling health products favour 5% discounts. But it doesn't say how their ads performed if they decided to offer 10, 25, 50% discount.

You also use the fact that 50% of budgets are <$1k to prove that "PPC can be done effectively on a shoestring budget" but that figure doesn't prove that at all. For all you know, those people could be failing at PPC, which is why they don't spend more than $1k.
That's a hell of a job thanks!
Interesting post Julia. 96% of our ads are on desktop. Now, if I run remarketing and display and Google still targets in-game ads, then I'll see 99% on mobile but they are 100% worthless :D
Great Post,
Totally agree with the desktop data we still see a large number of users visiting for PPC ads on desktop
www.friller.com.au
Well done! I did find bits and pieces useful. However not very helpful specifically in my case having a broad non-niche shopping site that doesn't allow you to narrow it down into one area (or niche).

Unless of course, one wanted to only run ads for a particular item or category of, at a time.

A broad shopping department store low priced items site that is driven by selling few of many category small priced items, it appears to be extremely difficult. CPS for PPC is always leaving zero or negative margins and seems impossible to change no matter how much i research PPC.

Or am i missing something here?

Any advice would be great on how to deal with such a model of business in PPC for it to be an effective method?
Myth 4 kind of rubs me wrong, and maybe I am just being way to picky here. However, the myth states that that "all ads should contain a CTA", I emphasis the "should".

The data used to bust it is what is currently happening (3 out of 10 have a CTA) vs A/B Performance of two ads, one with a CTA and one without a CTA.

The data is very insightful but we shouldn't go thinking it's ok not to have a CTA without testing it first. You may find you should have one for better performance.
Julia Olennikova
J. Baugh
Hi J! Thank you for your comment, I’m glad you found the data insightful.

As for the A/B testing, I totally agree with you: as we saw with bigger samples of data, the use of target devices, triggers and even budgets -- all heavily depend on the niche. And it gets even more individual when it comes to a single campaign.

However, we assume that the ads found by SEMrush are more likely to have “survived” the split testing, so they are generally more efficient and ‘live’ longer, which is why they may be worth looking at.

But there again, there are no sure-fire recipes really, so PPC specialists need to try and test different ad variations. This is how great case studies are born :)
C. Alex Velazquez
Nice. Great stuff as usual! ;)
Julia Olennikova
C. Alex Velazquez
Thank you Alex, glad you liked it!

Subscribe to the SEMrush Blog to get valuable content delivered right to your inbox

Thank you!

You have successfully subscribed to our blog.