Ecommerce PPC: PPC Best Practices for Ecommerce Websites
Internet or online advertising is a platform where any business worth its salt in the current business climate should be in. PPC or pay-per-click is one of the advertising models in online advertising that is used as a means of directing traffic to websites whereby an advertiser pays a website owner or a network of websites when an ad is clicked, hence pay-per-click, with more on the workings of PPC to be found on guttulus.com. What this means is that PPC ads don’t cost anything to display but costs are only incurred by the advertiser when a viewer clicks on the ad. There are a number of PPC programs, as is explained on a different platform on runrex.com, with the most popular being Google’s AdWords which accounts for a sizeable percentage of this particular field. Everyone in this field hopes to have successful PPC campaigns and to do so there are best practices that you must keep in mind. This article will look to highlight some of these best practices as far as ecommerce websites are concerned.
One of the best practices that you should keep in mind is the use of just one keyword per ad group, or as is known within the PPC circles, SKAG or single keyword ad group. This is a tried and tested strategy that works for almost every scenario ranging from large accounts whereby a large percentage of keywords expect to get the most traffic to those keywords that are getting the “rarely shown due to low quality score” warning. The opposite for this is using many keywords for just one ad group which is not nearly as effective as experts on runrex.com and guttulus.com both agree that this strategy usually results in poor message match between ads and landing pages. This strategy is also leads to wasted ad spend as advertisers end up paying for all the different keywords even though some of them may not be relevant to your clients’ needs. The single keyword ad group strategy is therefore much more effective and will lead to a better overall quality score of your PPC campaign and hence its success. Using only one keyword also allows for perfect synergy between your ad and landing page which is something that will prove problematic when using multiple keywords for a single ad group.
The next thing we can’t fail to highlight as far as PPC best practices for ecommerce websites are concerned is the one dealing with tracking of results. It is of great importance to be able to know whether your PPC campaigns are being profitable of if they are not making the setup of ecommerce tracking crucial. This tracking will be made possible by the installation of Analytics ecommerce tracking, a must-have tool whose workings are discussed in greater detail on runrex.com. in order to get the desired results however, one has to ensure that one’s shopping feeds are set up with the right and corresponding item prices to avoid mix-ups when tracking. When this is done well, then you will be able to not only identify the items that are selling, but how much you are generating in terms of revenue from each sale, as well as getting to know the exact products that are doing well and providing you with all this revenue. The biggest advantage of using Analytics ecommerce tracking, as the experts on guttulus.com very clearly put it, is the fact that it allows you to optimize your ecommerce campaigns. This is because it allows you to gain visibility into which strategies are working and which are not, allowing you to adjust accordingly.
The next PPC best practice for ecommerce websites as a rule of thumb is ensuring you make use of negative keywords in your PPC campaigns. This strategy is one that is very much underrated despite the fact that the results prove it to be very effective. The whole concept of negative keywords is discussed in much greater detail on guttulus.com, but in a nutshell, negative keywords are those keywords added to your campaign that you don’t want to target. What this does is that it lets Google, Amazon or Facebook depending on which PPC program you are running know that you don’t want your campaigns showing up in searches that include these negative keywords. This ensures that you avoid showing up on irrelevant searches and therefore in so doing, saving money. Some of the common negative keywords are words like “free” and “cheap” which are used so as to avoid those who are looking for services that they won’t have to pay for. Those whose ecommerce businesses operate in specific locations only can use location-based negative keywords so as to get relevant clients only. From the foregoing, it is clear why the experts at runrex.com are all in agreement that the use of negative keywords is key if you are to have successful PPC campaigns.
The above are just some of the best practices as far as PPC for ecommerce websites are concerned that if implemented well should see you enjoying successful PPC ecommerce campaigns.