We are aware that most of our readers are ecommerce business owners, and that you follow along here for tips on how to improve aspects of your business – whether you’re looking for a list of the best mobile apps or better shipping techniques. While most of our tips are helpful for improving customer experience and the day-to-day operations of your business, none of these tips are useful if you aren’t getting any traffic on your page. So what can be done to increase traffic onto your ecommerce website? A solution that many businesses are utilizing is PPC advertising.
What is PPC advertising?
PPC, an acronym for Pay-Per-Click, is an internet marketing technique in which businesses pay a fee each time one of their ads is clicked on and a browser is sent to their website. This method is a part of the paid search industry, which is currently valued at $34 billion dollars and is estimated to be grow 75% in the next five years. With spending on PPC ads rising 12% in the past year alone, this advertising method is only getting stronger. If you wish to truly capture a large audience give Pay-Per-Click a go!
What type of PPC advertising should I use?
A highly suggested option (and currently the most popular type of pay-per-click advertising) is Google AdWords. Google is the most widely used search engine around and currently controls 67.6% of the paid search industry. If you really want to get the most out of your money, then Google AdWords is the direction you should probably go. It’s simple to set up, and there’s no long term contract that you have to sign. Google AdWords charges you only when someone clicks on your ad and visits your site, or calls you. Click here to get started with Google Ads.
Another type of PPC advertising that you can invest in is Bing Ads – which along with Yahoo Search, control about 30% of the search engine share. Bing, while being significantly smaller, can yield higher rewards than Google because the cost of buying a keyword is lower. If you chose the right keyword, then you can get more bang from your buck. Studies have shown that Yahoo and Bing searchers spend 21.5% more as compared to Google searchers. Bing allows up to 40 characters in ads, as compared to just 25 in Google Adwords.
How would PPC advertising benefit my business?
More than likely, you will get a major return on investment. Studies have shown that business get on average $3 in revenue for every $1.60 spent on AdWords. Another major benefit that comes with using PPC is that you will be able to see how effective your choice of keywords are, and get immediate feedback as compared to an organic search. It will help you refine your ads further for more targeted spend and better conversions.
What are some trends I should be following to ensure that my by PPC advertising is successful?
- Ensure that ads are mobile friendly
Mobile device users account for 52% of paid search clicks, so that means that it is especially important to make sure that your AdWords are mobile friendly. A way ensure engagement from mobile users is to include a phone number within your ad. Studies have shown that 6-8% of mobile users will click on ads that have a contact number attached to them.
- Top spots get the best return
Ads in the top 3 paid advertising spots of a search will receive 46% of the clicks on the page. Which means that in order to get your money’s worth, you’ve got to be willing to invest a little more. There are plenty of instances in which you can scale your business on the cheap. PPC is not one of them. You’ve got to spend money to make money here.
Okay, I need to know – what are the downsides?
As the popularity and success of AdWords has increased, so have the costs. Studies have shown that the cost of Google AdWords increased 26% from 2012-2014. This means that certain keywords that apply to a large audience of buyers can be very expensive for a small business to pay for (i.e. the word “insurance” is the most expensive keyword at a whopping $55 dollars a click!). On average, 63% of companies will spend more than $300,000 dollars to maintain their PPC advertising.
When it comes to Bing Ads, the major problem is that they aren’t as popular as Google AdWords and you might be tossing your money away if you don’t concentrate on your specific market.
Whether it is Google AdWords or Bing Ads, pay-per-click advertising can be difficult to get used to at first, but can really yield great results if you do your homework, choose the right keywords and concentrate on your target market effectively. PPC may seem simple but at the end of the day it is a marketing strategy and it should be taken seriously. But you should enjoy all of the new traffic your business will be getting!