Achieve Your Marketing Goals by Advertising With A PPC Ecommerce Agency
- Work with marketers certified to provide Shopping Ads by Google
- Campaigns designed to optimise for sales
- Sell more inventory using marketing strategies tailor made to your needs
Ecommerce PPC is an area of digital marketing that has seen large advancement in recent years, as advertising technology has improved and become more sophisticated.
If you wish to see the process by which we work with ecommerce clients on their advertising and digital marketing campaigns, please go to our ecommerce page, where the specific process to create a client tailored campaign is detailed in full, along with full pricing information.
Table of contents:
- How PPC for ecommerce has changed in recent years
- Best Practices for Ecommerce PPC Campaigns
- The process for implementing a high quality Google Ads Campaign
How PPC for ecommerce has changed in recent years
As an ecommerce ppc agency in London, the process by which we provide advertising campaigns to clients who are looking to sell more of their digital inventory using Google has shifted in recent years. As Google rebranded their advertising platform from Google AdWords to now become just Google Ads, the best methods of targeting your ideal customers and getting presenting them messages at the right time have adapted too.
PPC stands for ‘pay per click’ – which is most likely not what you are after in order to drive sales. Paying per click when you want to optimise for sales is now outdated – there are more sophisticated methods developed by Google by which a campaign can be optimised for a number of different goals, that do not involve paying per click.
For example, if you wanted to increase your reach and brand awareness as much as possible, you can optimise your ads for reach by paying per one thousand impressions. If you wanted to increase conversions, you would pay per acquisition. If you wanted to increase revenue, you can optimise for return on investment by paying for return on ad spend. Really, all paying per click (PPC) is good for now is increasing traffic to your website – as the goal is to get them to click.
So, whilst paying per click can form part of your paid traffic campaign to drive more new business, it shouldn’t be your sole form of advertising if you are after optimal results.
However, although we all now know that the term ‘PPC campaign’ is an outdated way to refer to the whole digital advertising campaign, we will continue to use the term in our headings in order to make relevant information easier to find for people who are scrolling through and haven’t yet read this.
Best Practices for Ecommerce PPC Campaigns
Advertise by product attributes, not by keywords
A well designed digital advertising campaign for an ecommerce based business enables you to promote inventory to the right people, boost traffic to your website, and find better qualified leads.
And it’s at this point that Google Shopping Campaigns become incredibly relevant – because they allow your adverts to be contextually understood by search engines, meaning that people who are searching for your business can find you, no matter what they type, as long as it’s relevant to what you sell.
In the recent past, it used to be the case that you would have to ensure that you had selected all the right keywords in order to be found, in a very similar fashion to a paid search campaign. But, as we move more towards a more developed “Semantic Web” where data online is machine readable (meaning the computers can understand the context of what we type.), the search engine can understand what you are really looking for when you search for something by understanding contextually what you are after, and as such can serve relevant adverts much easier than before.
The key takeaway: Instead of keywords, we now use product attributes to show your ads on relevant searches.
Also nowadays, good Google Shopping Ads give shoppers detailed information and pictures of the product before they open the ad, which both helps us as advertisers, because if they don’t want to click on our advert we haven’t lost anything of value to our business, and helps out the end user too, because they get a better user experience in being provided more choice in their search for what they are looking for.
On top of this, if they then do click on our ad after seeing pictures and the price before, they are much more likely to convert afterwards – as most of the barriers to the sale have already been crossed already.
Make data driven decisions, not opinions based on gut instinct
Rely on data as much as you can. At Social Revenue, it is often the case that our gut feelings are wrong, and that some of our best performing ad campaigns have been some of those that we didn’t think much of. But, because we had such large amounts of data about the performance of the ad, we could clearly see which ones were working towards our business goals, and often the best performers tended to be those we weren’t completely certain on.
So, by setting up your ad campaigns to automatically maximise for conversion value and find your best customers across Google, we remove human error from the equation, as the computer is much more effective at doing so than a human will ever be, in the same way that computers are now better than the highest ranked Grand Masters when it comes to Chess.
Use Professionals To Manage Your Ad Budget
So even though the massive amounts of data fed to Google make it much more efficient to have the machines optimise your campaigns instead of having humans do it manually, having professionals manage the whole process is a must given the specialised knowledge needed to be able to drive a campaign like this.
Computers are great at optimising things, but they are terrible at setting goals, and they are terrible at strategic thinking. The job of the ad agency when it comes to selling inventory online now has shifted from manually bidding on campaigns to instead ensuring the whole process is clearly and properly set up to achieve the business goals of their clients, so that the machine can do what it does best and optimise the adverts to achieve the goals they have been set.
So even though we may have a vested interest in telling you such a thing, we do not take on every client who wants to work with us. So if we do not end up working together, we recommend that you find someone professionally trained to provide ppc management, even if it isn’t us. There is too much to learn – it is a specialised task that should be delegated to someone trained to handle it.
- The process for implementing a high quality Google Ads Campaign