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. With spending on PPC ads rising 10% 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 handles over 70% of searches made by users. 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 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 a little over 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.
If you sell on a marketplace such as Amazon, you can give their PPC program a try, as well. It is a great way to push your product listings to a group ready to shop.
Lastly, social media advertising is on the rise with as much as $50 billions dollars being spent in 2018. Most ecommerce businesses use Instagram with some ad spend allocated to Facebook, Snapchat, and Twitter.
Decided where to spend your money all depends on your demographic. Are they young? Then, you might want to focus on social media advertising. Are your best customers aged 45-60? You might want to allocate some funds over to Bing and Yahoo.
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 $2 in revenue for every $1 spent on AdWords. Another major benefit that comes with using PPC is that you can see how effective your choice of keywords are, and get immediate feedback as compared to an organic search. It helps you refine ads further for more targeted spend and better conversions.
What are some trends I should know about to ensure my PPC ads are successful?
Ensure that ads are mobile friendly
With more than half of people discovering a new product or company using their mobile device, it is especially important to make sure that your PPC ads are mobile-friendly:
- Include a phone number if you can, especially if you have a brick-and-mortar location. While your at it, add a direction-based ad extension for anyone looking for your address.
- Don’t use too many characters – keep your messaging short and sweet.
- Use IF functions to provide targeted messages for your mobile users.
- Make sure your site is mobile-friendly. You don’t want to waste money on mobile ads that won’t convert.
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 PPC advertising has increased, so have the costs. This means that certain keywords intended for a large audience of buyers can be very expensive for a small business to pay for (e.g. the word “business services” is the most expensive keyword at a whopping $59 dollars a click!). The average small business usually spends $100,000 to $120,000 per year to just maintain their Google Adwords campaigns. When it comes to Bing Ads, 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.
If you pay close attention, continuously optimize the ads, as well as target the right group in the right platform, it could pay off big time.
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 should be taken seriously.