Eight Most Important PPC Tips for Online Retail

Written by: Jason Bayless | September 26, 2016
You probably by now have seen an overload of information about how to execute your pay per click ad campaigns. However, not all PPC promotion advice is current. It is important to keep up with the times if you want to succeed as an online ecommerce marketer.

Keep these eight tips in mind as you plan your PPC retail campaigns:

  1. Make mobile search your priority. This nowadays is a necessity, not a luxury. After all, 2015 marked the year when it was evident mobile search is taking over desktop search. Make sure all your PPC ads will attract people looking for products and services from their smartphones.
  2. Use maps pointing to your location. Whenever possible, include location information in your PPC ads. This normally is awarded to ads in the highest position. It usually is provided as an ad extension along with an opportunity to place product information and pricing in the ads.
  3. Optimize your landing page with ad keywords. It always makes sense whenever possible to use the same keywords on the pages your audience is sent to after clicking on a PPC ad. It is even more advantageous if the ad copy and the landing page have a similar focus. This includes slogans that have the ad copy keywords in them.
  4. Write quality ad copy. You might have all the information you need about keyword research, inclusion of geolocation, and other PPC promotion advice. Still, it can be easy to forget that great advertising starts with great copy. Write your ad text well, and your target audience is more likely to respond.
  5. Set PPC ad dates and times. Not everyone remembers how important this tactic can be. Setting dates and times for your ads to be published will ensure that you reach your target audience. Making sure they see your promotions at peak hours is one way to increase ROI.
  6. Experiment with negative keywords. Certain keywords prevent you from displaying your ads on those pages. This could cause you to lose opportunities to reach as many people as possible. If you have not yet used negative keywords, now might be the time for you to start. You never know what people you will attract, and competition for these phrases might be less fierce.
  7. Keep researching for new keywords. This helps in two ways: It forces you to always publish fresh content on your site pages, and it keeps you ahead of your competition. Usually, specific keywords will bring you target traffic than would ones used for broader searches. At the same time, you need to use terms that will direct enough traffic to your site pages.
  8. Track all results. To make sure you receive the highest return on your investment, it’s wise if you keep track of each ad’s performance. Look at how many clicks the ads received, how much traffic these ads have sent to your site, and how much it cost to run these ads. This will help you make better plans in the future despite the results of your current ads. Your clickthrough and conversion rates will improve as you learn to use performance reports to your advantage.

You might also want to run more than one variation of your PPC ads. This will save you time if you have enough of a budget, but be careful to not launch more campaigns than you can feasibly manage. Either way, running at least a few ads at a time can help you compare results. It also will give you insight on the best times of the day to run different ads if you are attempting to reach more than one demographic.