Pay Per Click (PPC) advertising for your ecommerce business helps you to target people that…
There are many digital marketing channels and platforms for your ecommerce business to promote its products on and drive sales online. And you can do that at many moments like when people are on their mobiles on the move or when they are in the comfort of their homes and are browsing on tablet devices.
However, there are challenges in promoting an ecommerce business online. People will often shop around and it won’t be clear what they are actually looking for. So, it can be difficult at times to understand search intent and at what stage your visitors are at.
To get started with digital marketing for your ecommerce business, follow the six tips below. This will help you to setup good campaigns and then manage them for effective results.
1. Invest in Google Ads
Google Ads is the most suitable marketing platform for ecommerce businesses. That’s because people will be actively searching for your products and business online, and using search engines like Google. So, you should reach them effectively with ecommerce marketing tools.
Google Ads marketing works for a wide range of businesses but especially for ecommerce ones. And you have a number of campaign types that will help you to achieve your goals like Search and Shopping campaign types.
With a Search campaign, you’ll target people that are searching for your products on Google. And you’ll add keywords that relate to what people are searching for.
And with a Shopping campaign, you do not use keywords, but supply a product feed to Google, and searches that are related to your products will trigger your product listings to appear.
2. Review your landing pages
To carry out effective marketing for your ecommerce business, you should have great landing pages. This means having a website and pages that are fully optimised to your visitors requirements. So, you need to review them and use a number of tools to help you improve them.
A good platform to start with is PageSpeed Insights. This show you how quickly your pages load for mobile and desktop visitors and how to fix any problems to speed this up. Fast loading times are important for shoppers, or else they will leave and not return.
And your Google Analytics account will show how engaged your visitors are. So, metrics like bounce rate and average session duration will reveal if there are issues to fix. And you can fix this by making sure your content is well written and has key benefits. Also, the checkout process should be simple to complete and load quickly and help shoppers know what to expect.
3. Conduct competitor research online
Do some research to see what your competitors are doing online. If they run PPC campaigns in Google Ads you can use a tool to find out what keywords they are bidding on and the search queries they’re appearing for.
A good platform I recommend is SERanking which has many tools to help with your marketing. And the Competitor research tool will help you to carry out the research and learn more about your competitors campaigns.
4. Target people who are searching
A Shopping campaign is usually the best Google Ads marketing campaign for ecommerce businesses to start with. That’s because shoppers will see the product title, image, price and description and that leads to a good conversion rate because they are highly qualified when they click through.
So, your product listings will appear in Google search results in the top position or top right position next to the text ad results. Your product ads will also appear on the Shopping tab on Google.
5. Track your sales
Also, you can setup e-commerce or goal tracking in your Google Analytics account. And then you can import these into your Google Ads account for conversion tracking.
To get started with goal tracking in Analytics, visit the Admin page and go to the Goals page. And then setup your goals by using one of the templates available there.
6. Hire a Google Ads specialist
Working with a Google Ads specialist on your campaigns will help you to setup targeted Shopping and Search campaigns to promote your ecommerce business. And they will also be able to help with monitoring and managing the campaigns to ensure you achieve your goals.
However, first check that they have experience working with other ecommerce businesses and the type of campaigns they have experience with. And check to see if they have reviews and case studies showing work they’ve done for other e-commerce stores.
Sofabed Barn is a manufacturer of sofa beds and chair beds and they sell their products online and from their store. They contacted me because they were not able to achieve a good ROI with their Google Ads campaigns. I setup a Shopping campaign which achieved a cost per conversion below £5 for some keywords and overall cost per click dropped to 11p. Read the full case study.
Get in Touch
Want to know more about how digital marketing for your e-commerce business can help you achieve a good ROI. I’m a PPC and Google Ads specialist and I’ve worked with many e-commerce stores promoting their products and driving sales. Contact me below to discuss further.