When it comes to eCommerce, there are various approaches that you can take regarding marketing. You can choose to build a following through social media, use content and a sound SEO strategy to gain organic traffic, or use Pay Per Click marketing.
Out of all of these, however, PPC is the one that will usually give you the fastest results, and the easiest one to measure. And it’s also accessible to the average person.
However, only a few can truly master the art and get the maximum out of it. Let’s take a look at a few things you should know before you start using PPC marketing for your eCommerce site.
You Cannot Neglect Mobile Users Anymore
The world of search is rapidly turning to mobile, and unless you have a properly optimized mobile site, your conversions are going to suffer, no matter how good your ads are. Your site should at the minimum be responsive, and the navigation should be geared towards mobile users as much as possible.
Your ads also have to be optimized for mobile users. This means working on impactful headlines, keeping the ads as short as possible to avoid phrases from being truncated on a mobile screen, and taking advantage of call extensions to allow people to contact you immediately among other things.
There’s a Whole World of Search Outside of Adwords and Facebook
Adwords and Facebook are seen as the two giants of the PPC world, but there are tons of other options out there that you could consider. Bing, Microsoft’s search engine, is actually growing in popularity, due mainly to the high number of Microsoft hardware products on the market. A lot of people are also starting to pay attention to LinkedIn PPC ads.
But for people who sell their products on Amazon, or those who’d like to try the platform, their PPC ads are very powerful and could get you great results.
If you want an example, a case study worth reading is one by the Search Scientists who were able to take one Amazon store from 6 figures in revenue to 7 figures in just 6 months.
They did this by optimizing their bidding strategy, eliminating search words that were costing excessive amounts compared to sales value, and by restructuring their campaign. When used properly, Amazon ads are a great way to get much-needed visibility and get highly targeted and high converting traffic fast.
Your Site Will Dictate Your Returns
It’s impossible to predict exactly what your ROI will be on your campaign, simply because it will largely depend on your site. So, unless you’ve done some significant testing on your site, and worked with different layouts, chances are you will be leaving money on the table.
The good news, however, is that you can actually use PPC to perform some A/B testing and start by building micro-campaigns and tracking results.
Make sure that you perform a thorough analysis of your site, and pay special attention to things like bounce rates and engagement so you can tell exactly how long your visitors stay on your website and the number of pages they visit before they exit. You should also check through which pages they tend to exit and see if there could be room for improvement there.
If you keep these few things in mind, you’ll have a better understanding of what you can expect, and be able to start on a solid foundation.
Make sure that you know exactly what you’re doing, however, and don’t hesitate to call for help if you want to increase your chances of success.
Identity Magazine is all about guiding women to discover their powers of Self-Acceptance, Appreciation, and Personal Achievement.
We ask that every contributor and expert answer the Identity “Get All A’s” questions in keeping with our theme. Their answers can be random and in the moment or they can be aligned with the current article they have written. In that way, and as a team, we hope to encourage and motivate each other, thus inspiring you to Get All A’s.
1. What have you accepted within your life, physically and/or mentally? Additionally, what are you still working on accepting? Now, we’re talking about resignation, rather stepping into, embraced, and owned.
That not all will enjoy my writing.
2. What have you learned to appreciate about yourself and/or within your life, physically and mentally? On the other hand OR in contrast, are there elements of who you are that you’re still working on appreciating?
I appreciate my ability to be creative.