Expert Techniques On How E-Commerce Sites Should Use PPC

If you have an e-commerce site, there are several ways to utilise paid ads online. PPC offers a multitude of options and locations to advertise your website and grow your return on investment. So, here’s a list of the best techniques you should be using to increase your sales with paid advertising. 

 

Shopping Campaigns That Utilise Smart Bidding

The best way to get your products seen is through shopping ads which, depending on your website, use the data from each product on your website to create ads. This ad type shortens the customer journey as in a couple of clicks the user can purchase, rather than scrolling and searching a site for the right product.


Uses algorithms to understand the characteristics of a purchaser and adjusts the bid to show the ad at the top of the results page

Smart Bidding takes the performance of shopping ads to a new level. It uses algorithms to understand the characteristics of a purchaser and adjusts the bid to show the ad at the top of the results page depending on how likely a user is to convert based on the product you have available and the search intent of the user.

 

Ensure Your Site Tracks Sales Value

No matter what type of advertising you do, it’s important you have Google Analytics set up on your site. This allows for a record of sales, sales value, and the channel that has generated the results. With this recorded, it can be shared with the Google Ads platform, so that we can optimise campaigns with the revenue they have generated in mind. When used, this also aids Smart Bidding as the more data available, the more tailored the bidding can be.

 

Smart Shopping Campaigns

Smart Shopping is a particular type of campaign which uses standard shopping and display to show products to create a variety of ads across multiple networks. This type of campaign can be used on its own or to optimise top priority products outside of the standard search campaigns. On top of this, Smart Shopping has been updated to utilise the benefits of Performance Max campaigns. These are relatively new to Google Ads and use the best of Google’s automation by increasing ROAS and revenue as they have additional insights and newer features that increase the optimisation of the bidding, ensuring users get to see the best product they are looking for. 

 

On top of this, Smart Shopping has been updated to utilise the benefits of Performance Max campaigns. These are relatively new to Google Ads and use the best of Google’s automation by increasing ROAS and revenue as they have additional insights and newer features that increase the optimisation of the bidding, ensuring users get to see the best product they are looking for. 

Use the best of Google’s automation by increasing ROAS and revenue as they have additional insights

Use Search To Boost Visibility

Whilst the natural method is to use Google Shopping to boost your e-commerce sales, search is a great way to generate traffic to your website from users who want to browse your products rather than make a quick purchase. With search campaigns, we can bid on specific types of keywords that we want to show ads for, rather than allowing the algorithm to show ads where it thinks they will be relevant. So this could be specific brands, long-tail search terms, or queries. 

 

 

By setting live search as well as shopping, your brand gains more visibility by dominating the top of the search results. For instance, a user who wants to browse a range may see shopping ads but rather click the first search result. If you do not have a search campaign running, they may click a competitor and go on to make a purchase. So the more coverage you have on the SERP, the more likely you are to gain the users’ sales.

Display Can Reach Those Interested In Purchasing 

Display campaigns on the Google network allow you to target a range of users depending on their demographic, interests, live events, and interaction with your website. However, we can also target them based on their search interests.

So, if a user has searched for a product similar to what you offer, or their internet activity shows they have an interest in what you offer, we would be able to target them with display ads. This not only increases the relevance of your ad to the user to increase sales but also allows you to increase brand awareness. Even if a user isn’t ready to purchase at the time of seeing the ad, they will remember your brand when they are further down the purchase funnel. 

This not only increases the relevance of your ad to the user to increase sales but also allows you to increase brand awareness. Even if a user isn’t ready to purchase at the time of seeing the ad, they will remember your brand when they are further down the purchase funnel. 

Internet activity shows they have an interest in what you offer, we would be able to target them with display ads

If you want to increase your sales, or simply know how we can help take your e-commerce site to the next level, get in touch today!