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5 PPC Tricks To Increase Your ROI From An Ecommerce Site

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Electronic commerce or an ecommerce site, is a site where goods and services are sold electronically through internet. Google has made it possible to sell your products through websites, and advertise electronically to increase the company’s Return on Investment ( ROI ). There are various measures one can take to increase the profit, and hence reduce Cost Per Click / Pay Per Click (PPC). Below are the 5 effective tips to achieve this.

1) BID ADJUSTMENT :

Bid is the price quoted by the advertiser allowing Google to debit the advertisers’ account in case a customer clicks on the ad. It is the Cost Per Click or CPC or PPC as the term goes. This price can be adjusted so that if the advertiser wants it to be localised at New Delhi , he can increase the price/bid by+20% or if he wants to lower the bids on Saturday because there are fewer impressions on a Saturday, the bid adjustment could be -50%.

For example, if the CPC is Rs 1.

New Delhi Targeting is+20%

Saturdays is -50%, then this is a case of multiple bid adjustment, the CPC on a Saturday in New Delhi would be 1+.20 = 1.20 – .60 = .60

The following should be taken care of in case of Bid Adjustment, to increase your ROI :

  • One could adjust bidding on devices, location or time of the day.
  • Increase bid at peak hours of sales.
  • Decrease bid at night or weekends when offices are closed.
  • Increase bids on mobile devices in a locality close to the physical store.

2) DYNAMIC REMARKETING:

This concept of remarketing helps consumers see the ad of products and their related accessories, which they have viewed on your product site in the past. For getting these ads remarketed, the product website must have Google Merchant Center Account. Dynamic ads are created by just adding your logo on templates which are already there in the merchant center catalogs. One could also customise by changing color, fonts etc by using images from Google’s stock files.Once the ads are created, Google’s sophisticated technology knows when and where to flash the ads when an old customer visits various websites.

3) YOU TUBE :

The company could make videos of tutorials etc. for easy explanations and as the Cost Per Click is quite low on you tube, the profits would increase.

4) BRAND BIDDING :

Started by Google in 2008, brand bidding, was allowed to the advertisers, such that they could use third party brand names as target keywords. However the name of the brand was not allowed in the text of the ad.

For example, say an X insurance company could brand bid, and use ‘Aviva’ as its keyword, such that if a consumer who was looking for insurance company typed in Aviva, he would be directed to the advertisers X company. Though many countries found this strategy controversial, the courts have allowed Google to continue with this practice.

Brand Bidding at times has increased sales of the advertising company by almost 20%.

5) SITELINKS :

The tiny sub-headings  below a website’s main URL in Google’s organic search results, are called Sitelinks. The sitelinks provide shortcuts for consumers to go the specific information they want instead of surfing through all the pages of the website.

Sitelinks  help in :

  • Higher link visibility and hence higher traffic.
  • Pushing ads in competition further down, thus giving your site a better position.
  • When customers get the specific pages on search engine results page (SERP) , there is a lower bounce rate.
  • Higher ROI.
  • search-engine-marketing-training


  • There is 1 comment


    • 3 years ago

      Indrajit Goswami   /   Reply

      A very good post with valuable content. Worth reading.

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