Reports show that 41% of Google search results clicks go to the top 3 results, meaning that if you’re not in the top 3, potential sales are passing you by and going to your competitors. It is increasingly the case that one, two or even all three of these search results are paid AdWords results. PPC is no longer an advantage to eCommerce businesses, it’s a necessity.
Here’s our top 4 ways to make PPC work for your eCommerce business.
Uploading all of your products to Google Merchant centre means that they will appear as Google Shopping results when one of your keywords is searched. This presents an image of your product and its price at the top of Google’s search results interface. Because the searcher can see your products and its price, they’ll only click if they think the product looks good and they think the price is reasonable, meaning you’re only paying for interested traffic. If they don’t like the look of your product or price, they won’t click and you won’t be charged. Simple.
We find that this produces a significant ROI for eCommerce businesses, up to 1300% in some cases, so uploading your products to Google Merchant Centre is a must.
Do you ever find that it isn’t just brands that you’ve looked at that follow you around the internet? It’s actual products you’ve looked at too. This is dynamic retargeting in action. It has more relevance to the customer, and consequently generates higher click-through rates, driving that high quality traffic back to your website.
Strategic Keyword Bidding
Bidding on your competitors’ brand names and product names increases your ability to take sales away from your competitors, increasing your market share. Conducting a detailed keyword analysis is where every PPC campaign should start. If everyone is searching for your competitor, bid on their name and take traffic away from them.
What makes PPC unique for eCommerce is its incredible tracking capabilities. Analytics shows you how many people clicked on your ad, how much they spent and how many people abandoned their carts. This gives PPC total accountability, meaning that if the ROI isn’t shown, it isn’t there.