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Three tips for e-commerce PPC success
At the time of writing we are currently in the depths of the biggest season for ecommerce ever recorded. Significant internet shopping days such as cyber Monday have seen the highest ever amount of customers shopping online. With attention now majorly shifted to online sales, having an effective ecommerce PPC campaign is of huge importance and can give your business a significant benefit and competitive advantage. Here are some tips for beginners:
Find out exactly what volume of people are searching for your particular product. Use keyword research tools such as the Google Keyword tool to estimate the current traffic for your products. From this you can gauge a list of keywords with significant traffic on which to base your ecommerce ppc campaign. Remember that the ‘short tail’ generic words such as ‘boots’ or ‘tablets’ will have very high traffic but the quality of traffic would be lower than those searching for specific long tail phrases such as ‘black suede desert boots.’ Although this is a longer key phrase and would have less traffic, the searcher would be more likely to be further down the sales funnel and more likely to make a purchase. Also, take issues such as competition for keywords into consideration as this will drive the price of your campaign.
Find out your budget for your ecommerce PPC campaign. This is initially a challenging activity. You will need to start getting a general consensus for how much you will be paying per click. Again, use the Google keyword tool to estimate how much per click your chosen keyword phrase is worth and set your budget accordingly.
The quality score of your campaign is directly related to quality of your on-site copy or your landing page. The phrase ‘content is king’ has never been more important when it comes to PPC. This is because your ad campaign may be receiving clicks, but if your landing page copy is not what users are looking for you will experience high bounce rates. Considering that you are paying for every click you will quickly use your budget for no return if your landing pages are not relevant. Make sure your landing pages have a detailed but not an overbearing amount of copy with appropriate calls to action on the page to help convert the click into a sale or enquiry.
There are many more aspects involved in creating a successful ecommerce PPC campaign, however, start with these three pointers to get off on the right track. Make sure you use a reputable internet marketing company such as Extra Digital, who have been creating effective ecommerce PPC campaigns for over a decades. For information visit www.extradigital.co.uk and see how effective your ecommerce PPC could be.
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