10 PPC Agency Best Practices for E-Commerce Success

Now, let’s go over PPC advertising specifically for E-commerce. If you’ve ever created an ad, you’ll know how thrilling and daunting it can be at the same time. With a multitude of things to do like targeting, bidding, keywords, tracking, and the possibility of losing a whole lot of money, it’s only a matter of time till thoughts of anxiety start creeping in.

Though challenging, PPC advertising can be a whole lot easier if you know exactly what to do. Trust me, knowing the optimal PPC advertising strategy makes running it a total joy.

1. Start With a Clear Target in Mind

Even before heading to your ad account, take some time to think about what exactly I want to achieve via ad campaigns.

Is it higher sales, a spike in cart values per customer, or a decreased abandoned cart phenomenon? Being more granular on your target makes it much easier to measure things like ads spent and returns, sales, or more advanced metrics like return on ad spend, and ensure value measurement is on point.

2. Don’t Let Your Budget Just Sit There

Budgets should be adjusted when needed, so they should be checked up on from time to time. On the other hand, when it comes to campaigns, it’s best to throw more resources into those that are doing marketing right. Many businesses find that working with providers such as  MagnifyLab PPC Agency helps them spot winning campaigns faster and make smarter budget shifts. At the same time, it’s best not to waste resources on those that are not performing well. Naturally, let the best-performing ads consume most of the marketing resources.

3. Hunt for the Hidden Keyword Gems

Of course, the very general and common keywords will give you traffic, however, they also attract tyre-kickers. The real essence is often buried in longer, more specific keywords, such as “black leather laptop backpack with USB port”. These customers have a much higher likelihood of buying something. To enhance these phrases, combine them with negative keywords to filter out irrelevant clicks that waste your spending.

4. Make Your Ads Sound Human

Every interaction begins with a handshake, in the online world, your ad serves as the handshake. Do not make it robotic. Instead, speak to users about your best deals, popular items, and unique selling proposition that sets you apart. Inviting phrases such as “Find your perfect fit today” or “See what’s in store now” serve as a warm apex to your ad. Phrasing your ad in such a warm, honest, and simple language is recommended.

5. Aim Your Ads at the Right People

Trying to sell and market services to the entire world is a foolish endeavour. Instead of a wide net, narrow down your marketing. Past clients, residents of a specific area, or users who viewed the store but did not make any purchase are all more focused targets. A perfect example of this is cart-abandoner ads. A “Hey, you left this behind!” can work in boosting sales without any additional effort.

6. Let Shopping Ads Do the Heavy Lifting

Consider shopping advertisements to be a dazzling storefront, they display your offering, cost, and picture to customers who are already in the mood to buy. If customers are clicking these, they are not browsing through a window, they are shopping. That is the reason these ads are often more effective compared to text advertisements.
The average e-commerce PPC conversion rate hovers around 2% to 4%, which means you don’t need every click to become a sale, just the right ones from people already in the buying mindset.

7. Track Everything That Counts

Before baking a cake, you’d make sure the oven is set to the right temperature, wouldn’t you? The same logic applies here. Track sales and sign-ups to know the source, so that you can streamline your efforts for what is working and cut out the waste.

8. Don’t Be Shy With Retargeting

It is a known fact that most shoppers do not make an immediate purchase. Here’s where retargeting works to your advantage. Perhaps provide free shipping, or a 10% discount if they make a return within 48 hours. One of my best wins was when a client doubled conversions by simply reminding customers what they added to the cart.

9. Keep Your Product Feed Squeaky Clean

Clicking on a certain pair of trainers on an advert, only to be redirected to a web page that says the item is out of stock. Frustrating right? This is the exact reason your product feed, including stock, price, and description, needs to be monitored and corrected on a regular basis. Accurate information reduces the chances of lost clicks and improves customer satisfaction.

10. Test, Learn, Repeat

There is no endpoint or exact “ideal” advertisement, it is an ongoing process of testing and optimising. Test copy and swap images or call-to-action buttons. I have noticed a sales improvement of 20% with a simple change of wording. This is why the main aim should always be on testing and adaptation to ensure a comfort zone is avoided.

Bottom Line

In this case, the single takeaway is that PPC marketing is not the same as ad speculation, sending PPC ads in bulk on the hope they will garner attention. The campaigns need to be strategically placed while also being adaptable.
The goal should never be click-through but rather the correct clicks that improve business sales.