Pay-per-click marketing and advertising is a type of online advertising and marketing in which advertisers pay each time a client clicks their promotions. This is one of the most prevalent marketing and advertising formats among online stores because it enables you to develop and advocate for a particular audience and measure their outcomes. The objective of PPC ads is to drive traffic to a particular site or generate a specific action in users: get leads, increase sales, etc… To assess the suitability of starting an online ads campaign, e-commerce must first analyze the brand’s digital presence to identify what is missing or what is failing and weigh the costs-benefits of advertising for the company.
In addition, for your campaign to be a success, you must take into account the following aspects:
PPC ad pricing
As we pointed out, in PPC campaigns, companies only pay when users click on their ads. The price of each click can be a fixed value or determined through an auction. In this case, the advertiser establishes a maximum bid or price that he is willing to pay for each click. The system then compares the ad against similar adverts based on quality and price and displays the winning ad first.
Importance of the landing page
The landing page is the site users visit after clicking on your ad. To generate a higher conversion rate, our recommendation is to design a specific page for the ad. This page must be well optimized, both on the web and on mobile, since the permanence of consumers will depend on its speed.
Advantages of PPC advertising for e-commerce
A correctly configured PPC ad campaign can bring significant benefits to e-commerce. Among them are:
The direct link between cost and visits
With this style, businesses pay for the brows they receive and understand precisely where their budget plan is going. In other marketing systems, the advertiser has no warranty that results are being produced. At the same time, this system allows you to set a maximum daily budget and select where and what hours the ad will be displayed.
Audience segmentation
E-commerce stores have multiple segmentation options to exclusively reach the audience of the most significant interest. The target can be divided according to age, gender, location, interests, behavior, etc… In this way, you will only pay for the clicks with the most purchase possibilities.
Conversion rate information
PPC platforms offer the company complete information about the ad’s performance, including the conversion rate and the volume of purchases made by users who reach your landing page. This information makes it easier to optimize ads in real-time.
Greater positioning and visibility
Through PPC projects, you can reveal your ads on the sites most gone to by individuals and increase the presence of your product or services among prospective clients. The spaces with the highest success rate for these campaigns are web search engines, especially Google and social networks. Due to this, the implementation of ads also favors better brand positioning in these environments.
A series of keywords will define each ad according to the search intention of the e-commerce target audiences. Refining these keywords as much as possible will also increase the ad’s guarantee of success. To do this, you can analyze the keywords and descriptions the competition uses through automated product monitoring software. A way to narrow down the ad description even more to get the best results.
