Pay-per-click (PPC) marketing is an effective marketing strategy for ecommerce businesses to drive traffic to their websites and increase sales. But simply setting up a PPC campaign is not enough to achieve success in today’s competitive ecommerce landscape.
To stand out and get ahead of the competition, ecommerce businesses need to deploy advanced PPC marketing tactics that not only increase visibility but also attract the right target audience. In this article, we’ll discuss some of the advanced PPC marketing tactics that ecommerce businesses can use to improve their PPC campaigns’ performance.
Table of Contents
1. Use Ad Extensions
Ad extensions are an essential tool that ecommerce businesses can use to enhance the functionality of their ads and provide more value to customers. Ad extensions are additional features that extend the functionality of an ad beyond the standard headline, description, and display URL.
Some common ad extensions that ecommerce businesses can use include:
Sitelink extensions: These extensions allow businesses to add additional links to different sections of their website to their ad. For ecommerce businesses, sitelink extensions could link to different sections of the website such as product categories, landing pages, promotions, and more.
Call extensions: These extensions provide a phone number within the ad, allowing customers to call the business directly from the search results page.
Location extensions: These extensions provide the business’s address and phone number within the ad, allowing customers to navigate to the store.
By using ad extensions, ecommerce businesses can increase the reach of their ads and make them more relevant to their target audience, which can lead to higher click-through rates (CTR) and more conversions.
2. Leverage Ad Customizers
Ad customizers allow ecommerce businesses to create personalized and dynamic ads that automatically adjust based on the user’s search terms. This can help the ad stand out better and make it more relevant to the user’s search query.
For ecommerce businesses, ad customizers can be used to dynamically insert information such as product names, prices, discounts, and more. By using ad customizers, ecommerce businesses can create a sense of urgency and encourage potential customers to make a purchase.
3. Use Remarketing Ads
Remarketing ads allow ecommerce businesses to target users who have previously visited their website or interacted with their business. By targeting users who have already shown an interest in the business, ecommerce businesses can increase conversions and reduce bounce rates.
Remarketing ads can be used to target users who:
Abandoned their shopping cart: targeting these users with ads that remind them of the products they left behind can often encourage them to complete the purchase.
Visited a specific product page: targeting users who have viewed a specific product page with ads that show the product can remind them of their interest and encourage them to make a purchase.
Previously bought a product: targeting users who have already made a purchase with related products can encourage them to make a repeat purchase.
By using remarketing ads, ecommerce businesses can improve the effectiveness of their PPC campaigns and retarget customers who have already shown an interest in their products.
4. Conduct A/B Testing
A/B testing is a technique that ecommerce businesses can use to compare two variations of an ad or landing page to determine which one performs better. By testing different ad variations, businesses can identify which ad copy, call-to-action (CTA), or landing page elements are more effective at driving conversions.
When conducting A/B tests, ecommerce businesses should test only one variable at a time to ensure that the results are accurate. Some variables that ecommerce businesses can test include headlines, ad copy, CTAs, landing page design, and images.
By conducting A/B tests, ecommerce businesses can optimize the performance of their PPC campaigns over time and ensure that they are effective at driving conversions.
Conclusion
PPC marketing is a powerful tool for ecommerce businesses to attract more customers and drive sales. However, by using advanced PPC marketing tactics such as ad extensions, ad customizers, remarketing, and A/B testing, ecommerce businesses can improve the performance of their PPC campaigns even further and gain a competitive advantage in today’s ecommerce landscape.