Ecommerce PPC management.

So far, we’ve touched on one of the major ecommerce PPC platforms in Google Ads. But Google Ads is far from your only option when it comes to PPC. Let’s look at a few more that you can build into your paid marketing strategy.

When a business takes its first few tentative steps into the world of ecommerce PPC management, a Google Ads account is usually where they start.

Google came up with the clever idea of having ads appear directly in search results. That’s why you often see ads at the top and bottom of a search results page. Many of these ads appear first, taking attention away from the top pages in organic results.

You can take advantage of this by using Google Ads as a shortcut to the top of SERPs. But you can only do that if you have the know-how to build an effective campaign that backs your ads.

How effective are Google Ads? This chart from the Wordstream team shows us that Google search ads achieve an average 4.4% conversion rate, with ads on Google’s display ad network hitting 0.57%:

The same resource reveals some interesting statistics about Google Ads. For example, 63% of people who use Google have clicked on Google Ads at some point. Wordstream also tells us the right PPC advertising can generate twice as many customers for your online store than organic search.

Does this mean that PPC is better than organic search?

Not always. In most cases, a combination of the two gets much better results than focusing on one or the other. The experts at our ecommerce PPC agency can help you integrate a Google Ads strategy into your overarching search marketing campaigns.

Note the use of images and direct links to products. Google Shopping ads are great for targeting customers who are ready to buy. These PPC campaigns get specific products in front of customers when they use search terms related to those products.

Google Shopping PPC campaigns are effective too. EMOTIV, manufacturers of Brainwear- branded products, discovered that when they worked with a PPC agency to create Google Shopping campaigns. As this chart shows, they generated a tremendous return on investment from their Shopping marketing spend:

Overall, the company enjoyed a 447% ROI increase when it incorporated Google Shopping into its digital marketing campaign.

At NEWMEDIA, our team of ecommerce PPC experts can help you to manage your Google Shopping ad spend to ensure you get as many customers as possible.

In a perfect world, everybody who reaches one of your ecommerce website’s product or landing pages will make a purchase there and then.

But we don’t live in a perfect world.

So many potential customers bounce away from ecommerce websites without buying anything. As this chart shows, 97% of shoppers have abandoned their shopping carts because making the purchase was inconvenient to them:

Social media is one of the most powerful platforms to leverage when promoting your online store. And when it comes to ecommerce PPC, there are few platforms bigger than Facebook.

These statistics from HubSpot tell you everything you need to know about why Facebook ads should be part of your digital marketing strategy:

Facebook allows you to create text, image, and video ads, all of which a good PPC agency can use to build engagement and generate sales. And with the potential to reach over 2.18 billion people, Facebook ads offer you a way to increase your audience away from having to rely on traditional search.

With that, you know what ecommerce PPC is and how your ecommerce business may be able to implement PPC ads into its digital marketing strategy.

Now, we come to the big question: Why?

Why should your company work with a PPC management agency to create online advertising?

The simple answer is that there are a ton of benefits of PPC marketing, which we’re going to explain here.

We saw some interesting things happen in PPC advertising in 2022. Specifically, the amount of money an online store has to pay for a PPC click increased dramatically. At all points during 2022, advertisers had to pay more per click than they did at any point in 2020 or 2021:

At NEWMEDIA, we can adapt PPC campaigns to evolve along with market changes. Our ecommerce PPC agency understands how to manage your ad spend to account for increasing costs. Plus, our team conducts keyword research to ensure your online store targets high- volume keywords that don’t have huge costs per click attached to them.

Simply put, NEWMEDIA helps you to generate more revenue from your ad spend. Regardless of the PPC platform you use, we ensure your ads reach potential customers and that your pay-per-click campaigns generate as much revenue as possible.

Creating an average PPC campaign takes a lot of time. Creating an exceptional campaign that generates fantastic results takes even longer.

A lot of work goes into the PPC campaign creation and management processes.

Let’s start with campaign creation. These are just some of the steps your account manager is likely to complete when creating your campaign:

• Learning about the platform that you’re going to use. After all, you can’t make PPC work if you don’t know how to even create a campaign.
• Extensive keyword analysis that requires you to pull data from Google Analytics, your PPC tools, and any other resource you have.
• Ad creation, which requires quality copywriting and the ability to create ads with high relevancy to keep your costs low.
• Segmenting individual ads into ad groups that target specific customers and markets.
• Launching your ad campaign.

Ecommerce PPC does far more than ensure your store lands near the top of search engine results pages. It also helps to keep your brand at the top of mind of your customers. In other words, good ecommerce PPC management services ensure your target customers think about your business whenever they need to buy your services.

Data from the digital marketing strategy website Smart Insights backs this up. According to their research, PPC ads improve top-of-mind brand awareness by over 6%:

Every stage of the PPC process improves brand awareness. Whenever a customer sees your ad, they think of your brand. If they click the ad to come to your landing page, they learn more about what your company does. Every retargeted ad you send to customers who bounce from your website serves to reinforce your brand in the customer’s mind.

You may have a small business that doesn’t require a complex ecommerce PPC ad campaign. You only have the budget to create a few ads, and you have the time to stay on top of tracking and maintaining the campaign.

In that case, hiring an ecommerce PPC management agency is a costly idea. Why do it when you can handle your campaigns on your own? We can think of three reasons.

First, working with such an agency gives you access to pay-per-click specialists. NEWMEDIA gives you a dedicated account manager, along with ensuring you can always speak to an expert if you need clarification about any aspect of PPC.

Second, there’s the time issue we discussed earlier. Even a small ecommerce business owner has to dedicate time to building a PPC campaign. That’s time you could spend on sourcing new products, developing customer relationships, or doing practically anything else that helps to grow your business. And that mention of growth brings us nicely to the third reason: PPC campaigns become more challenging to manage as your company grows. You have to build more ads, track more products, and figure out how to keep new audiences.

An ecommerce PPC management solution scales along with your business. If you engage in ecommerce PPC management services from the start, your agency team will adapt and evolve your campaign as your business changes. How likely is your ecommerce business to grow in the coming years? The stats tell us that ecommerce activity is going up around the world:

You’re in one of the world’s fastest-growing sectors. A service provider that offers PPC management services can ensure you’re in the right position to take advantage of this continued growth.

We’ve covered why ecommerce PPC management is so effective. Next up, you need to know how we do it. At NEWMEDIA, we follow all of the best practices for ensuring your ads generate strong results for your company.

We’ve whittled our process down to five core best practices that apply to every single PPC campaign we create.

Most PPC platforms require you to bid on how much you’re willing to pay for a click or impression. The higher your bid, the more likely your ad is to appear on the first page of results. Of course, making a lower bid means your ad appears further down.

The issue here is that many ecommerce companies overbid when paying for their ads. For example, you may bid $3 per click on an ad when you could get the same results by spending $1 per click. The result is that each click costs you three times more than it should.

Catching issues like these is why tracking your campaign is so important. NEWMEDIA constantly monitors campaigns to make bid adjustments and ad alterations based on what the data tells us.

It’s not just your ad copy that requires optimization. You have to optimize your product pages to ensure customers see what they expect to see after clicking on your ads.

Relevancy is vital to PPC. Forcing a customer to land on a product page that isn’t relevant to your ad usually results in them bouncing away. Furthermore, most PPC platforms punish you if your ad copy isn’t relevant to your product page copy.

For example, Google Ads gives each of your ads a Quality Score from 1-10 at the keyword level. This score takes three factors into account:

• The ad’s expected click-through rate
• The landing page experience you offer
• How closely the ad copy matches the searcher’s intentThis Quality Score influences how much you pay for a click. The higher the score, the less you pay. Optimizing product pages to ensure they align with your ad copy is a crucial practice that’s designed to ensure consistency in the customer experience. It also just so happens that doing it helps you to save (and make) money.