PPC or pay-per-click advertising is a type of online advertising in which advertisers pay each time a user clicks on their ads. This is the most widespread advertising strategy among online shops, as it allows you to design campaigns aimed at a specific audience and measure their results. The objective of PPC ads is to direct traffic towards a specific point or generate a concrete action among users: obtain leads, increase sales, etc. To evaluate the suitability of starting an online ad campaign, e-commerce, they must first carry out an analysis of the brand’s digital presence to understand what is missing or what is not working and weigh the cost benefits of advertising for the company.
Furthermore, for your campaign to be a success, you must take the following aspects into account:
Price of PPC ads
As we said, in PPC campaigns, companies only pay when users click on their ads. The price of each click can be a fixed value, or it can be determined through an auction. In can be a fixed value, or it can be determined through an auction. this case, the advertiser sets a maximum bid or price that he is willing to pay for each click. Then, the system compares the advert with similar ones depending on its quality and price and displays the winning advert in the first position.
Importance of the landing page
The landing page is the place where users land after clicking on your ad. To generate a higher conversion rate, we suggest designing a specific page for the ad. This page must be well optimized, both from PC and smartphone, given that consumers’ permanence will depend on its loading speed.
Benefits of PPC Advertising for Ecommerce
A correctly configured PPC ad campaign can bring significant benefits to e-commerce businesses. Among these, we find:
The direct link between cost and visits
With this strategy, businesses only pay for the visits they receive and know exactly where their investment is placed. In other advertising methods, the advertiser has no guarantees that they are generating results. At the same time, this system allows you to establish a maximum investment per day and select where and at what times the ad will be shown.
E-commerce businesses have multiple segmentation options at their fingertips to exclusively reach the audiences of greatest interest to them. You can divide the target based on age, gender, location, interests, behavior, etc… This way, you will only pay for clicks with a higher possibility of purchasing.
Conversion rate information
PPC platforms offer the company complete information on the ad’s performance, including the conversion rate and the volume of purchases made by users arriving at your landing page. This information makes it easier to optimize your ads in real-time.
Better positioning and greater visibility
Through PPC campaigns, you can show your ads in the spaces most visited by users and broaden the visibility of your products and services among potential customers. The spaces with a higher success rate for these campaigns are search engines, especially Google, and social networks. In light of this, implementing ads also promotes better brand positioning in these contexts.
Each ad will be defined by a set of keywords based on the search intent of the e-commerce target audiences. Refining these keywords as much as possible will also increase the guarantee that the ad will be successful. For this, you can analyze the keywords and descriptions used by your competitors using automated product tracking software. A way to further delimit the ad description and obtain the best possible results.