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5 PPC Tips For Google AdWords For E-Commerce Industry

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If you are an owner of an e-commerce website or a marketeer who is promoting the products on an e-commerce website, the chances that you are familiar with the Pay-Per-Click (PPC) advertising like that of Google AdWords are more. It is fascinating to see how Google comes up with mind-boggling features each year to enable its advertisers optimize their campaigns profitably and provide both the searcher and advertisers with a delightful experience in achieving their goals. Five of such features have been discussed below, using which any e-commerce website can profit significantly.

Bid Adjustments

Not all clicks are worth equally; hence, in order to get the maximum value out of the placed bid, it becomes imperative to have a control when to increase or decrease the bid. The Bid Adjustment feature of Google AdWords enables one to adjust the bid depending on the location from which the click is being received, the device which was used to click the ad and the time of the day when the click happened. Bid adjustment is a percentage change in your bid. The cost which one spends on each click may vary as per the settings; however, the overall daily budget of the campaign remains same. Once you know how your ads are performing, you can adjust and optimize the bids to increase the return on your investment. For instance, you have set your maximum CPC as USD 1 and if you know that your campaigns perform better on a mobile device, you may wish to target and attract the maximum traffic available on mobile devices. You can do this by increasing the bid by 20 percent on mobile devices; hence, in that case your final bid amount would be USD 1.20. The location bid adjustment feature lets us adjust our bid depending on the location of the customer. If the customer belongs to a specific geographic region, which usually generates maximum revenue, the e-commerce marketeer may like to target the entire traffic coming out of that area; in that case, the bid can be increased by the a specific percentage. Accordingly, if the location has a low performance records, the bid could be lowered for that region. Bids can also be adjusted for a specific time of the day. The demand for a product is not uniform throughout the day. There may be hours of peak demand, so the bid can be raised during those hours to target the maximum traffic.

Dynamic Remarketing

It is one of the most sophisticated features announced by Google AdWords in the recent time. The e-commerce marketeers who have used the feature have seen some impressive results. It is more or less similar to general remarking. Here, the ad units display the product which was viewed by the customer on the e-commerce site on his previous visit to your website and this in turn brings back the customer to your website to complete the purchase cycle which he had started in his earlier visit.  Many a times, the visitors come to your website, view a product which they might be interested in and then leave the website without taking any further actions. Sometimes, they may add the product to their shopping cart but do not make the purchase and leave the website. Google AdWords’ Dynamic Remarketing feature allows you to retarget these visitors once they visit any other website by displaying them the ads which have the product details and image of the product which was previously viewed by them on your website. It has been observed that, the Dynamic Remarketing works best when the visitors are shown an ad with image rather than an ad without any image. Also, the conversion rate of those customers who had previously added the product in the shopping cart but due to any reason could not make a final purchase, is increased.

Set up Shopping Campaign for Product Listing Ads (PLAs)

Shopping campaigns are a great way to organize the inventory for an e-commerce merchant and further promote his products using Product Listing Ads or PLAs which is an ad format that includes an image, title, price and your business name among other things. A shopping campaign can be created by submitted the entire product inventory to Google Merchant Center. As the Merchant Center has your product information, the detailed ads for those products are served via Shopping Campaign in AdWords. By using Shopping campaigns, the ads can be targeted to the specific users and the performance can be improved with the help of optimization tools. Product listing ads are appeared on Google Shopping and Google Search. So, when a searcher looks for prices of a pair of shoes of a specific brand, the ads under PLA campaign are displayed on the top right column of the page in a grid with small boxes which may have the images of the shoes, the prices with a little line of description of the product and the name of the brand. Such listing of products with images is bound to attract the attention of the searcher and finally may lead into a purchase.

YouTube Marketing

YouTube is no doubt the best option to increase the brand awareness of your business and especially when you have a visual product, YouTube could give a massive boost to selling of the products. For instance, hair extension website tends to advertise using video tutorials on how to apply them. Several Holiday package sellers are selling their products by uploading videos of the review of their service on YouTube and on their website. YouTube marketing has got really low-cost per click which can make it cost-effective if you are in an industry which has got quite competitive cost per click normally.

Sitelinks Ad Extension

Sitelinks can now be used at an ad group level which could be quite handy for e-commerce websites. These allow users to easily navigate your website. Google analyses the link structure of your site and if your website has a clear link structure, Google finds the shortcuts that may save users time and allow them to quickly find out the information on your website which they were looking for. Google only shows that sitelink with search results when it thinks that the sitelink would be useful for the customer. Sometimes the structure of the websites does not help algorithms of Google to find out good sitelinks, in that case, the sitelinks cannot be displayed at all. These sitelinks are generated automatically by Google. Let us see how adding sitelinks to your ads can add value: Say you have a great e-commerce website which sells bakery items, however, the orders are not coming through it and the people are finding it difficult to locate your business hours. By adding sitelinks to your ads, people can directly go to subsection of your website like order page, store hours, menu or whatever they were looking for.

Conclusion

E-Commerce websites can benefit immensely by following the above mentioned PPC tips. The flexible features to adjust bid, retarget the visitors with the ads of the products which they have already seen, offer the visitor with extra information in the form of product listing ads and sitelinks may increase the value of each penny an advertiser uses on Google AdWords.

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