Pay Per Click is very complicated and not for the faint-hearted! It needs to be planned and executed with laser-like precision. You are never guaranteed to get the click, especially when you are competing against bigger and badder competitors wanting traffic from the same keywords!
You will most likely want the help from an eCommerce PPC expert however if you are looking into PPC management yourself, in this blog, we will help you do what you can to make sure you win the click when it comes to PPC.
Plan
Keyword Research
It’s vital that you pick the right keywords, for your products. It isn’t enough to just log into Google keyword planner, and just type in ‘Nike trainers’ and use the keywords that come up on the first attempt! You need to try different variations within the keyword set you are focusing on, to get ideas for what your target customer is searching for. Don’t always go for the high search terms either. Think about what the person typing in that keyword is looking for and where they are in the buying cycle and what stage of the buying cycle are you targeting. Using the example above maybe you need to target a more specific phrase such as “mens Nike air max” to target people who know what they want to buy and are ready to spend money right now. I would recommend searching for multiple variations and spending time planning out your keywords for all your products.
Who are you targeting?
Yes, a target demographic will always be important, even in PPC when you are a bit blinded when it comes to finding your target demographic (in terms of age and gender). However, tools like Google Trends are on hand to help. You can narrow down your search by location which allows you to see the related keywords to the original topic. This is helpful as you can see where your topic is the most popular in each country, and what other related search terms in relation to your topic are also popular.
The planning is so important, as these are the factors which will make your advert more relevant to the demographics that you want to reach this will result in a a higher conversion rate!
Simplify
Google Ads is a fantastic tool and allows you to break everything down so you can be very specific. You will need to set up multiple campaigns and within those campaigns, you need to set up multiple AdGroups, Keywords and Adverts. By doing this you can see which keywords and adverts are performing well, and what adverts are actually leading to sales. This allows you to be very specific, as you are not trying to sell too much at the same time.
Be Tactical
It is likely that your competitors are going for the exact same keywords that you are, so it is important that you are smart and think outside the box. You won’t be able to win every battle, especially if your budgets are smaller than theirs. One way to see what companies you can take on in a bidding war, is if you know that you are a lot better at a service than they are, as Google will more likely allow you to advertise for this service. As I have said before, although PPC may seem simple it really isn’t there are so many factors and research involved before setting up and creating an advert for your products. Also think about keywords, think about the intent of the people searching, is this keyword a commercial or an informational keyword? Are the majority of people likely to be looking for information or just making general searches when using that keyword? Maybe you would be better just focusing on the commercial keywords and bidding more for those.
Quality Score
Many forget that it isn’t all about your maximum cost-per-click and while Google loves to make money (don’t we all) they also look at your quality scores. While there are many factors involved in the calculation of your Quality Score, relevant keywords, ads and landing page can make a big difference.
If you need help with your Google Ads why not sign up for our FREE Google Ads Audit or contact one of our eCommerce marketing experts to discuss creating a campaign for you.
