Most people prefer to shop online today so optimizing your eCommerce website is important. E-com marketing is a simple act of driving action towards a business that sells a product or service online.
E-Marketing experts use PPC techniques (pay-per-click), which is a type of internet marketing. The advertisers pay a fee each time their ads are clicked on the site. PPC is the main component to generate leads for growing your business. Professional PPC management works on keywords, landing page design, text ad copy, and brand recognition.
eCommerce advertising can be a complex scenario based on the number of ads and products on the online store. You need to develop effective PPC strategies for an eCommerce store to thrive among the competition.
Best PPC Techniques For Your eCommerce Site
1. Greet customers and use a good shopping cart
Start by sending your customer a package with a handwritten note. The package can have a referral card so that your customers’ can refer a friend. This will not only humanize your brand but also get them back to your website or the product page. The package can also have a coupon for future purchases.
If you intend to sell it to a bigger platform like Amazon, send the package with complete details in it. This not only increases your revenue but also gives your brand the right visibility. You need to take advantage of care packages in the right way.
A shopping cart is a software tool that facilitates the purchase of a product or service on an eCommerce website. There are three most popular types of shopping carts, namely Shopify, BigCommerce, and WooCommerce.
These carts provide easy integration in terms of design and optimization. The right shopping cart will help to scale your website and is essential for paid search. You’ll also have a good backup if you integrate with these popular carts.
2. Use schema markup and target policies
When a user searches on Google, they’ll see what Google calls a ‘product rich card’. It displays the product image and information on the search page itself. Using schema markup will make your product and website more visible.
For this, use a Schema markup-testing tool. Enter your product page URL and check if you have proper schema markup for your website. If it’s not there, it will show you some tips so that you can optimize. If you integrate with big carts and popular software, then they provide you with good schema markup.
Dynamic campaigns are a part of the target policy. A dynamic ad organizes your website in different groups that are customized to your products or services like laptops and shoes.
You need to select categories or groups that are relevant to your website. If someone visits your E-com site and looks around for something but leaves the site without adding a product in the cart, that day when they visit their social media feed, they will see your brand or website ad. So retargeting dynamically can drive profit to your business.
3. Run Google shopping ads & PPC ads on Facebook
Google shopping ads can drive a good amount of traffic to your site. When someone searches ‘blue shoes’ on Google, they click the shopping tabs, but those are ads.
If you want your E-com site to feature in those searches, then you should be running Google shopping ads. Optimize your product ads based on results.
Use the eCommerce tracking setup tool, where you’ll get to see your ROI per product. You’ll also be able to see the revenue generated from each product on your page. Turn off ads that are not going well and increase the budget of those products that are doing well.
The reach of social media is tremendous; targeting ads on Facebook can get you good exposure. Use the custom audience and event targeting technique for this. Using the Facebook ad manager feature, you can also run ad campaigns on Instagram.
If you don’t have an account on Instagram, choose a Facebook page to be associated with your ad campaign. A Facebook page can contribute to your business for Instagram ads. Your target ads for Facebook and Instagram should be engaging so that you can get in front of a person that would be perfect for your service or product.
4. Optimize product pages
You need to spend a considerable amount of money and time on optimizing different product pages on the site as it helps in SEO and marketing.
Write an apt product title for better search visibility. You need to add all the relevant keywords in the title tag that people search for online. Search for all the keywords that match your product category or are relevant to your services and add them to the main description.
If you have no idea about the keywords to be used, you can contact SEO experts to get your work done.
Also, optimize your shopping ads, differentiate the type of ads you intent to use for your eCommerce website. Add negative keywords if you don’t want to show up for search queries of certain products.
You need to follow the right process to get this working. Work on your marketing techniques so that you’re able to achieve maximum profitability.
5. Update product pages and optimize product feeds
Your product page should be updated regularly according to the latest trends. When a customer visits your page, they should get a good sales pitch.
Product photography should be clear and optimized according to the site. Add a product video as it adds value to a product. Also, most customers make a buying decision based on product video today, so adding a relevant video is important.
Highlight the main benefits of your product that includes COD options and faster shipping. Do allocate a review section on your product page. If your product page is outdated, it won’t be visible in SERP.
Most eCommerce websites optimize the product feed using the Google Merchant Center. So, you can use the same to run all the Google ads, just include catchy information regarding your product title, description, keywords.
Your product must show up when people search for it on Google, even when running your ads. When your product feed is optimized, your product is featured at the top of Google shopping feed. This will increase the effectiveness of your business and give good exposure to search engines.
The best PPC techniques will help you make a cut above the rest. A proper plan in place facilitates best practices for eCommerce marketing. So, you need to constantly update your PPC techniques and SEO marketing policies to increase your profitability.
- Integrate with the best tools and use customized features for your site.
- Take advantage of social media platforms like Facebook and Instagram to formulate the right techniques.
- Run Google shopping ads so that you can easily find your target base.
It is also important to use the right keywords and to keep your product page up-to-date.