Now that the Christmas rush is just about over and the January slump is looming, it’s a great time to think about getting started in pay per click advertising. E-commerce PPC marketing has the potential to be the best thing that ever happened to your business. If you know what you’re doing, it can drive a lot of traffic and new customers to your site. (If you don’t, it can be expensive, frustrating, and worst, unprofitable.) Here are some pointers for successful small business PPC advertising:
- Research your competition, and take another look at your own site. Does it load quickly and offer easy navigation, attractive landing pages, and streamlined checkout? Is it easy to find important information, like shipping costs? A great site will play a huge role in improving your PPC ROI.
- Set accurate and realistic targets for location and ad scheduling (day parting). If you sell, say, office supplies online, you may want to conserve your pay per click budget by showing ads only 9-5 Mondays through Fridays. Remember, you’re not trying to get every possible impression – just the ones that are likely to result in a conversion.
- Organize your campaigns and adgroups around the idea that customers with more specific queries are generally later in the buying cycle and therefore more likely to convert when they click. If you sell products that customers ask for by model, it’s a great idea to create separate adgroups for each model and feature the model name in the title of your ad.
- Set specific landing pages to improve conversion rates. Your homepage isn’t always the best landing page. If your adgroup is for a specific model, be sure that the link goes to that model’s page, or at least a page where it is prominent. If your current website isn’t set up to handle that kind of specificity, create new landing pages. They’re really that important to e-commerce PPC. You can also test different landing pages through Google to find the most profitable one.
- To improve your PPC ROI and control spending, use a smart bidding strategy. (Shameless plug alert!) ClickSweeper’s Keyword ROI strategy is a great tool for web merchants using PPC advertising. You choose a target cost per conversion or return on ad spending; automatically adjusted bids reward the keywords that meet it and penalize those that don’t. This bidding strategy puts your advertising budget where the profit is. (Have we mentioned that you can try it for free?)
Questions or comments about small business PPC? Leave a comment!
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