From famous brick-and-mortar stores pivoting to eCommerce models and novice entrepreneurs kickstarting online businesses, the acceleration of online shopping over the past decade has been glaring.
In fact, the worldwide eCommerce industry is expected to surpass $4.89 billion in 2021, a figure that is expected to rise even further in the coming years, demonstrating that eCommerce is becoming a very profitable option for all sophisticated online retailers.
Nowadays, you can utilize an enterprise eCommerce platform to offer your products and services to the world and showcase what your business is all about to an audience so big that you won’t ever need to rent physical space for your company again. Or, from the buyer’s point of view, presently, you can open your laptop while drinking your morning coffee and get your hands on anything from designer handbags to the latest version of NBA2K and more with just a few mouse button clicks.
The fact that remains from all this is that eCommerce sales will not slow down any time soon. Therefore, for every eCommerce entrepreneur, the rising popularity of eCommerce shopping results in an increasing number of competitors in the online space.
So, suppose you’re an online entrepreneur yourself, and you want to ensure that your eCommerce shop stands out from the crowd. In that case, you need to invest in digital marketing, and particularly in pay-per-click or PPC ads, an online advertising model utilized to drive more traffic to your website.
If you’re currently running ads but you’re not seeing a great return on your ad spend, or you’re examining which PPC strategies to utilize to get the best ROI on your investment, this article is for you.
Carry Out a Keyword Research
Before optimizing and launching a PPC campaign, you’d ideally want to check out the best PPC audits and perform one to get a fully customized professional assessment of your ads account and check where you could improve. The audit report will most certainly involve the most beneficial keywords for your eCommerce operations, and when we say the most beneficial, we mean the keyword that will bring the most clicks to your ads.
We advise you to start with the general, generic keywords related to your products or services. However, these keywords on their own won’t be the best keywords to target with your PPC campaigns because their competition is always ultra-high. For example, “men’s cowboy hat” gets a much higher search volume than “faux felt western men’s cowboy hat,” a precise search term.
This example outlines why keyword research is so essential, as identifying generic keywords is crucial, but it’s also important to come up with long-tail keywords. Try combining your general keywords with adjectives relating to your product offerings to uncover the best long-tail keywords for your PPC campaigns.
Utilize Demographic Targeting to Reach the Right Audience
One of the things that make PPC advertising so successful is that you can choose who your advertising efforts are served to based on demographics. For instance, in the last couple of years, Google Ads has made its targeting options even more granular and provides more targeting options than ever. Here are a few of the ways you can use demographic targeting to optimize your PPC efforts and divert more traffic to your website:
- Gender. This option works for businesses that sell a product that’s made for a specific gender.
- Age. Targeting by age is fantastic if you sell products that are for a specific age group.
- Geographic location. Perhaps the most popular and effective way to target your audience is by their geographic location. You can serve them your ads based on their country, state, city, or other boundaries that you may create.
- Income level. If your eCommerce business prides itself on the low cost of your products, you should target a lower income level audience. Contrarily, if you sell high-end products, you have the option to target a higher income level audience.
Selecting who you want to target with your keywords is a vital optimizing strategy that can determine the level of your campaign’s success, so always review your targeting options as part of your PPC campaign optimization.
Create Localized Landing Pages
Ideally, if your eCommerce business works within a certain vicinity, you’d want to make the most of having localized landing pages to hit the right audience at the right time and place. However, if you have several locations, make sure to differentiate each location with its landing page, making the whole buying experience more relevant and personal to prospective clients.
Establish a Re-Marketing Strategy
Establishing a remarketing or retargeting strategy involves tracking website visitors and sending them relevant ads in other places like other websites and online platforms like social media channels. This optimizing strategy is a fantastic way to convert leads into paying clients, mainly if they weren’t ready to buy from your business the first time or you weren’t able to get their contact details or email address.
It doesn’t matter if you’re about your first or even hundredth PPC campaign; it’s worth knowing optimizing tips and strategies that will help you improve your ads, increase conversions, and drive more sales. So try the techniques above to disclose how you can successfully tweak your PPC efforts and make your good ads even better.