There is no better way to manufacture visibility for hyper targeted transactional visitors than Pay Per Click Advertising.
The problem is, changes in how Google allows eCommerce Retailers attract that traffic in a cost effective way is eroding ROI.
Pay Per Click Advertising is one of the most important foundational elements of a well thought out digital strategy. Pay Per Click Advertising is also one of the more polarizing elements in online marketing given Google’s ever changing best practices and it’s impact on online retail.
As Google continues to strengthen it’s hold on over 80% market share for search engine traffic domestically- they continue to refine the ways that companies can leverage PPC to monetize targeted web traffic.
5 Elements of Successful Pay Per Click Strategies:
1. Proper Account Structure: This is where Google gives you an opportunity to take control over the messaging you associate with the keywords you want to be visible for. Successful PPC strategies can feature hundreds of campaigns and thousands of ad groups each ad group with relevant messaging.
2. Proper Use of Google Match Types: Take a look in your account. If you are using Broad Match– chances are you are hemorrhaging money. Outside of Account Structure- manipulation of visibility through the use of proper match types is the most pivotal element to a PPC strategy. You can manufacture visibility for all of the good traffic and none of the bad if you know what you are doing.
3. Negative Keywords: Each day up to 30% of all searches within Google are unique in one shape or another. This opens informed advertisers into a world of possibilities for keywords that are incredibly cheap. It also opens up endless possibilities for companies to lose money on low quality web traffic- especially if proper match types are not being used. The negative keyword universe should be 3-5x the size of the keywords you are aiming to be visible for.
4. Google Shopping: A sore spot among eCommerce Retailers, once a source of numerous free sales is now single-handedly ruining margins across the board. The ability for advertisers to leverage the nuances Google Shopping can restore those margins and help box out your competition on key elements of your assortment.
5. Facebook Remarketing: Unveiled in Q4 of 2012 and now widely in use returns for Facebook Remarketing have been as high as 5:1 given that advertisers pay only for clicks- not impressions as with Google Remarketing.
The Problem: Most eCommerce retailers we work with have limited staff and the business owner simply cannot invest the time it takes to manage this as it now demands.