Are you looking for useful and top end PPC tips? Stop looking and continue reading.
PPC campaigns, when executed in a smart way, can significantly boost your traffic and sales and do so quickly.
The challenge is to make your targeted audience notice your message among tons of other proposals and then convince them to click on it.
Let’s take a look at some tips for making your PPC advertisements irresistible and for improving your click-through rate.
PPC tips you should be already using
Create compelling ad copy
The first step is writing a copy that is catchy and that attracts users’ attention, encouraging them to click on your ad among others.
Include your unique selling proposition — the thing that makes your ad stand out from the rest. This could be a discount, free delivery or any other differentiating characteristic.
Add a call to action to your headline. Phrases like “shop now,” “on sale” and so on have a high chance of increasing your conversion rate.
Add click-to-call buttons so that mobile users can easily dial your number. According to Google, such extensions can increase your CTR up to five percent.
Enhance your ad with extensions especially if you’ve created keyword-specific ad groups; as we explained above, this makes it easier to enhance these groups with relevant ad extensions. These extensions can help your ads stand out from the rest and increase your click-through rate.
Ad extensions can be combined with one another.
You can find a list of ad extensions and more detailed information by visiting Google AdWords Help.
Here are some of the recommendations on using ad extensions for e-commerce:
You can use the SiteLinks Extension to feature some specific products in your ad, which was created to target more general keywords. For example, if your ad sells Samsung smartphones, you can include links to the most popular models.
Show off your company’s success with Review Extensions.
Highlight your service or product’s characteristics with Structured Snippets.
If your online business has many locations, help your customers find the nearest shop by using Location Extensions.
Split-test your ad copy. Create a few different variants for each ad group and monitor which one performs best.
Qualify your traffic
After you've created compelling ad copy, you’ll be faced with another challenge.
You don’t want everyone to click on your PPC ad, because you’ll be spending your money in vain.
So it is very important to qualify traffic coming to your ad as precisely as possible, to make sure that those who click on your ad are likely to convert.
Use the following tips to ensure your ad appears in front of the relevant audience.
Be more specific
When you use too-general or highly competitive keywords, on the one hand you will get a wider reach, and on the other hand you’re wasting money on expensive (and not always relevant) clicks.
When someone clicks on your “refrigerators at best prices” ad, that doesn’t necessarily mean they are your customer.
They’re probably looking for a specific manufacturer whose products you do not offer.
Maybe they’re just researching and comparing prices of different advertisers to choose the one offering the lowest.
The better decision is to get more granular and focus on more specific keywords, including model numbers, manufacturer names, colors, etc.
That way, you are inevitably narrowing your potential audience, but at the same time lowering the cost of your clicks and increasing your conversion rate.
Because if a person is searching with this type of query, they are most likely ready to purchase, and you want to offer them an easy way to get what they want.
Use “modified broad match” keyword bidding
It won’t narrow your audience too much (compared to “exact match”) and won’t make it too wide and supposedly irrelevant (compared to “broad match”).
To use this type of match add a “+” symbol in front of your targeted keywords.
Include negative keywords
Apart from defining your targeted terms, don’t forget about keywords that you don’t want to target.
This will help you get more qualified traffic and prevent you from overspending because of irrelevant clicks.
For example, you can add words like “photo” and “info” as negatives to eliminate audiences who are in the research stage of buyer journey.
You can constantly improve your PPC campaigns by adding new negative keywords.
Another way you can reduce irrelevant traffic is by adding prices to your ad.
That way, visitors will know what to expect from your prices and won’t click if they’re not ready to spend that kind money on your type of product.
Specify your location
If your business is located in a certain region or if you only deliver to a certain city, you can use bid modifiers to target specific geographic locations and get more relevant clicks.
Set up a remarketing campaign
You’ve ensured that only a highly relevant audience will see your ad, and you’ve made your message look so irresistible that visitors can’t help but click on it.
But even though visits to your product page have increased, you still haven’t seen any increase in sales.
Is there anything you can do about this?
The answer is, set up a remarketing campaign.
In this article you can find plenty of examples of smart remarketing.
Let’s sum up.
To run a successful PPC campaign you should work on compelling ad copies, take a smart approach to qualifying your traffic and set up a remarketing campaign.
If you are interested in further reading on the topic, check out our Checklist for Running a Successful PPC Campaign and download your .pdf copy.
Obviously, PPC campaigns are not the only way of driving visitors to your e-commerce website.
Watch our webinar on SEO Tips for E-commerce Websites with the industry experts to get valuable insights into:
Using SEO for higher website ranking and larger number of website visitors;
Converting visitors into customers;
Advertising your products properly without spending a fortune.