Pay-per-click, or PPC management, can be a highly effective digital marketing strategy. Unlike SEO and other forms of organic marketing, it can deliver fast results – and effective results. There are a few other ways to ramp up traffic and sales, and quickly.
But if a PPC campaign is not accompanied by expert eCommerce PPC management, it will quite literally be dead in the water.
These are the top eCommerce PPC issues faced by eCommerce businesses in all sorts of industries.
1.Low impressions
Low impressions mean your ads aren’t being shown to the right people or enough people at all. You could be targeting the wrong keywords with low search volume, or just not targeting a large audience.
2.Low click-through
People are seeing your ads, but no one clicks on them. Congrats – you don’t have to pay for clicks that go nowhere, but you get no sales, either.
3.High click-through, low conversions
This is a monster – high click-through and low conversions mean you’re paying for all of those clicks to your ads, but none of them is coming through for you as a sale. High-clicks and low conversions will blow through an ad spend budget, and quick.
4.Horrendous landing pages
A landing page can be objectively bad. If it’s slow or irrelevant to your ad copy, it won’t meet customer expectations and they will bounce instead of buying.
5.Displaying your ads at the wrong time
Your target users aren’t necessarily all online at the same time. If you display your ads to the wrong users, guess what happens? No sales for you.
6.Displaying your ads to the wrong people
Similarly, not all online shoppers are your target audience. An eCommerce PPC management company can help you define and bound your target market so you’re only displaying ads to interested parties.
7.No bid strategy
Passive bidding can kill a PPC advertising campaign – you want to display for the right keywords and sometimes you need to pay a little more for them – but you also don’t want to overpay, either.
8.Focusing on the wrong keywords
A worse situation is simply targeting keywords that no one is searching for, or much worse, which are not well aligned with your target users’ search intent.
9.Not monitoring the right KPIs
A data-driven process is the key to successful eCommerce PPC marketing. Without following the data, you won’t know how profitable you are or how well your PPC ads are performing, with respect to click-through rate, conversion rates, targeting, and much more.
10.Lack of trust
Finally, if an eCommerce PPC management company doesn’t cultivate trust with you, the client, you might not be willing to give them further autonomy. They are the experts, and if you aren’t willing to hand over the reins of your Google Shopping Ads, then there’s a conflict of interest. Search for a new one and do it before you waste any more money on a lost advertising strategy!
How an eCommerce PPC Management Company Helps
An eCommerce PPC management company will help trim the sails of your PPC strategy so your ads are displayed more effectively, generate the right clicks, and extract conversions from interested users. Here’s how they do it.
●Identify and set the right keywords and negative keywords so online qualified users find your website.
●Setting a bid strategy so you pay what you need to for the best keywords – not more or less.
●Monitor reporting closely and make adjustments to targeting.
●Assist with landing page development and ad copy creation.
●Cultivate trust and open lines of communication with you, their client.
Interested in taking your (possibly stagnant) current PPC campaign to the next level? Get in touch with 1DigitalⓇ Agency today at 1DigitalAgency.com or by phone at 888-982-8269. In addition to PPC, they also offer social media management and eCommerce SEO strategies to help you climb the rungs of the search engine’s search result pages!
They’ve managed countless eCommerce PPC campaigns in the past and can help you ramp up traffic and sales today – potentially improving your ROI and ROAS, and not simply revenue.
