Advanced PPC tactics for your e-commerce website

Advanced PPC tactics for your e-commerce website

In search engine marketing, e-commerce is one of the most challenging and competitive verticals. Whatever line of business you're in, you'll be competing against behemoths like Amazon and Walmart, as well as active niche entrepreneurs. As more dollars go to shopping ads and competition intensifies, retailers must design increasingly intricate tactics to stay ahead of the market. 

1- Perform keyword segmentation for comparing brands and non-brands

With keyword-based text ads, retailers may determine a consumer's intent window and optimize accordingly. On the other hand, shopping advertising is based on a product-based bidding system, meaning that Google's auction determines which products show for a given search result. This strategy eliminates optimization and bid control because shops cannot bid on a consumer along their purchasing route. This may appear not very encouraging, but it doesn't have to be! Keyword segmentation can be used to offset the disadvantage of product bidding. Using the shopping setting and campaign priority, you may decide how much you bid for particular inquiries. What is the priority system for a campaign? When you have many shopping campaigns for the same product, you can use the campaign priority function to determine which campaign should participate in the auction for that product: high, medium, or low. The highest priority campaign will attend the auction first, regardless of how much you bid. Retailers start by developing three campaigns for the same product or group, each priority setting: high, medium, and low. The priority settings will act as a funnel, funnelling more exact terms down through negatives. Advertisers may employ shopping keyword segmentation to improve their SERP rankings for branded terms, optimize bids based on non-brand performance, and control which products to advertise at different stages of the buying process. Shopping keyword segmentation is a great technique to ensure you're getting sales from high-intent searches while also cutting down on wasted money on useless head keywords.

2- Dynamic search advertisements are a tool, not a frill

Use the dynamic search ad's power to target more terms for less money. You'll see that the most obvious keywords are the most expensive and valuable when creating e-commerce ads. While broad matching with a higher CPC will see them, it's more effective to let DSA do the heavy work for you because around 15% of daily queries aren't fresh to Google. When launching a DSA campaign, there are a few things to consider. Pages and URLs are your keywords. Segment similar portions of the website into ad groups to improve copy relevancy. Second, don't be afraid to employ negatives in your writing! DSAs should not be sent to pages that aren't relevant. I doubt that career concerns or return policies would emerge from these sites. Third, just as you would with a keyword targeting campaign, take advantage of all the extensions offered. They'll undoubtedly get less traffic because of their lower ad rank, but it's better to have them there. Fourth, make use of all potential audiences. Leave the keywords to the search engines and spend most of your work optimizing for humans. Fifth, intelligent bidding features such as target ROAS, CPA, and CPC help DSAs succeed and become more efficient. Finally, all converting keywords from a DSA campaign are typically moved to a regular keyword-targeted push to maintain control. While addressing every query rather than when DSAs show it is most likely to change is an effective way to ensure maximum traffic, CPCs frequently climb to the point of inefficiency. Single inquiries should be avoided unless they have a lot of traffic or are underperforming keyword targeting.

3- Use Google showcase shopping ads

In 2016, Google introduced Shopping Ads. This service improves the e-commerce, retail, and fashion advertising user experience. Consider Google Showcase Shopping as a virtual storefront for your company. It's the kind of online window shopping experience your customers seek. You can organize numerous e-commerce, fashion, and retail products using bright, high-quality digital photographs. To complement existing items or existing products with several smaller products, you can connect many products into a more enormous discounted offer. Showcase ads appear in mobile search results and are designed to target non-brand, generic inquiries. The ad in the SERP features a brand-specific, customized hero image and two lesser pictures connected to the search query. These smaller photos show the actual products. When the user clicks on the ad, the user will see the unique hero image, a personalized description to help develop the brand, and up to ten different goods. Aside from the visual differences, Showcase Shopping advertisements use the highest CPE bidding, which means advertisers set the maximum amount they will pay for a click. They are then paid if a user expands the ad and stays within it for ten seconds or longer or if a user clicks on a link to the website before the ten seconds have passed. In 2018, showcase advertising surged in popularity among mobile consumers, and this trend will continue in 2019. Because it's targeted toward user engagement rather than user acquisition, this ad is best used as an upper-funnel technique.

4- Compare online to offline with local catalog ads

According to Google, roughly 80% of buyers will rush into a store if the vendor provides a product they require immediately. One of the most effective techniques for meeting this expectation of quick in-store availability is to use local inventory marketing. This ad format is an excellent method to attract customers to your store by presenting products from nearby stores. If the user is within 35 miles of a business, local inventory advertising will appear on mobile searches with local intent, such as dresses near me. When users click on your ad, they are directed to your Google-hosted local storefront page. Your personalized storefront page includes a product description.

-An image of the product.

- Incorporating links to your website.

- Your contact information.

- The hours of operation of your store.

- The location of your store was marked on a map.

Customers may get what they need right away by going to your website and clicking through. Local inventory advertising is a fantastic choice for any brick-and-mortar marketer, but it's also a lot of fun to set up and keep up. Advertisers ensure that the feed's inventory counts are updated daily and that in-store availability is ensured. Google created a local feed collaboration program to study the onboarding and maintenance of local meals. Third-party inventory data providers can now offer Google sales and inventory data on behalf of merchants using this new service. Many sources, such as Google Ads and Google Analytics, are offered for assessing the impact when an advertiser works with local inventory ads.By collecting meaningful data, such as in-store visitation and online orders, and other analytics, retailers may optimize in-store visits and follow offline and online sales campaigns.

5- Target the few obvious public

In recent years, demographics, customer match, and retargeting are some of the most advanced audience skills Google and Bing have developed. Advertisers can customize messaging, raise or lower bids, and target anybody or anything they choose. In-market audiences are among the most extensively used and supported audiences, implying that Google may target customers about to make a significant purchase. If you're an insurance firm, establishing a customer base of people looking for coverage seems like a no-brainer, right? The issue is that everyone else is following suit. Investigate using audiences to find out what your target audience goes through and then target them appropriately. Males who want to buy something for their significant other's birthday or anniversary can be a fantastic fit if you're selling handbags or jewellery. What is the definition of a boutique fitness club? Users that are interested in organic foods are the target audience. Google has several tools that might help you find these organizations. Go to the Audience Insights section of the audience manager to get a feel of what your audience likes concerning the rest of the country. The image below is from a high-end watch shop. Pools, yachting, and excursions to Miami all have high audience numbers, which isn't surprising.

6- Re-evaluate your KPIs 

The return on ad spend, or ROAS, as it's commonly known, is a frightening figure. It's a single instance of determining whether or not a single order was lucrative. If you optimize for single-purchase ROAS, your ability to compete in intricate auctions will suffer. Look into cost per gained client, customer lifetime value, or one-year customer payback for a more sound north statistic. Consider focusing on micro-conversions or actions as a way to give value without spending a lot of money on good top-of-the-funnel prospecting search terms. Optimize email list subscriptions or construct re-targeting pools for future marketing by using early-stage phrases.