If you’re an e-commerce store and want success fast, then you need to develop a Pay Per Click (PPC) strategy that works. PPC advertising is one of the fastest ways to get traffic and sales to your website, but only if it’s managed correctly.
For every successful campaign, there are a dozen others that die on the vine because they weren’t developed properly. PPC campaigns cost money and you can lose a lot in a short amount of time with little return if you don’t develop Pay Per Click campaign management strategies. Follow these tips and you’ll see higher traffic and sales numbers in no time.
PPC Strategy Starts With Keywords
The most important aspect of a B2C or B2B PPC campaign is developing a proper keyword list. Keywords are what Google and other advertising platforms use to determine if your ad should be shown. The wrong keywords could lead to little conversion or high click-through rates with little return.
The proper keywords have a high volume, but lower competition. It can be difficult initially to get traction on high competition keywords at first, so focus on longer tail keywords that relate to your brand and campaign goal.
Manage Your Budget Wisely
Your Pay Per Click budget is how much your company spends per month on PPC clicks. Higher volume keywords with higher competition tend to cost more per click. If you’re seeing your budget dry up in a week with no conversions, then you need to either streamline your campaign or increase your budget.
If you’re seeing results and the financial investment is less than the revenue garnered from ads, then increase your budget. It’s your money and if the campaign works, then it’s worth the investment.
Watch Your Campaigns Closely
One of the biggest mistakes people make when it comes to Pay Per Click campaigns is setting them up and then never looking back. They assume it’s a well-oiled revenue machine and they don’t check up on metrics. This goes for mobile PPC ads, display, search and others.
You may think you’ve set everything up correctly and created a landing page that converts, but unless you consistently look at how they are doing, you’ll never know. Your budget could be going fast, you could be getting traffic and not sales, your ads may not show up because of too low of a bid, etc.
It’s best to check in daily, but at least once a week. You can always change your bid amounts, budges, etc.
A/B Test Your Ads and Landing Pages
When it comes to PPC campaigns, small changes in your ad or landing page can make a bit difference. If you change the call to action button size or color or change the wording of your ad, then it can lead to more sales and conversions.
How do you know? You do A/B testing. Keep one ad unchanged and another with different working and see which performs better. Keep making changes until you create an ad optimized for maximum conversions. It can help people move through the sales funnel.
Don’t Forget About Negative Matching
There are some keywords that are connected to your niche but may also go with others as well. For example, if you’re selling bulls online, you might want Taurus as a keyword. It’s also a popular car brand, so if you have it as a keyword, then you’ll show up for people looking for cars and not bulls.
Negative matching makes sure your brand never comes up for that keyword.
A Proper Campaign Leads to Profits
By developing a PPC strategy, you’re creating the best atmosphere for profit and conversions. Without it, you’re risking high losses. Follow these tips and you’ll notice an improvement in your conversions.