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11 Proven PPC strategies for your ecommerce site

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11 proven ppc strategies for your ecommerce site

This article is very critical if you have an ecommerce store. Ecommerce marketing, if not done properly, can lead to complications because there are just so many different things that you can do. The increasing competition makes it essential that you use advanced or latest strategies to stand out from your competitors.

Stat on ecommerce retail

Source: Statista

In this article, I’m going to discuss 11 PPC strategies which, if executed well, can surely boost your PPC campaigns.

Send your customer a nice package that has a handwritten note. It has a coupon in it for a future purchase. It may have a referral card in there they can give to a friend, this is going to be a nice experience for the customer, and it is really going to give them a good sense of feeling towards your brand, and probably get them again for you.

If you are seeling on other channels like Amazon or Flipkart, you send those products with a care package, the coupon, and whatnot should recommend they come back to your branded website to make future purchases.

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This will increase your profitability and also increases revenue and get your brand going on your own website, which is what you want to do. So take advantage of these care packages.

2. Optimize your product pages

Spend a considerable amount of time in optimizing your product pages. Optimizing your product pages also helps in SEO. Write a good product title. Add the keywords in the title tag that people are searching online.

Search the keywords that are relevant to your products, and add them in your description as well. Write good, unique, and relevant descriptions of your products. If you are not comfortable with SEO work, then you can contact a professional and reliable SEO services company to get your work done.

3. Update your product pages

Your product page should never look outdated. It works through the weekends and the holidays. Every time when someone visits your product page, they want your perfect sales pitch, so put some time into that.

Good product photography is also very important, ensure that the images of your product should be very clear, clean, and well optimized. Adding a product video can be very helpful, it not only increases the chances of sales but also adds value.

You should highlight the main benefits like fast shipping, free shipping, cash on delivery, and other such options. Also, get reviews of your products. Studies have shown that having a review section on your product page increases the conversion rate by 400%. Make sure that you have a review section on your page.

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4. Optimize your product feed

You can optimize your product feed using the Google merchant center. You can use the Google merchant center to run Google shopping ads.

Make sure that you have good information in there with regards to your product title, description, keywords, those sort of things so that you are showing up when people are searching on Google shopping when you are running your ads. You don’t want to be not in the game when somebody is looking for your product because your product feed in not very well optimized.

5. Use a good shopping cart

There are mainly three types of shopping carts you should check these out if you are not already in these carts. Shopify, woo commerce, and big commerce. These three carts are really good for the SEO, design, and for paid search as well.

It has everything that you need to scale your business. It also has a support team to back you up when you need help. So make sure that you check out one of those carts if you don’t already have them.

6. Run Google shopping ads

It’s very popular people go to Google they’ll search something like black shoes, they’ll click the shopping tab, those are all ads, they’ll click the shopping tab, those are all ads. So if you want to be in that shopping tab, make sure that you are running Google shopping ads. So, invest in running product ads.

Optimize your product ads based on results. Use an ecommerce tracking set up, and you can see the revenue generated from each product, you can see your ROI – per product, and on your product ads. Turn off the ads that aren’t doing as well, the products that aren’t doing as well, and increases the budget on the products that are doing well.

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A dynamic campaign feature is a new option for the multiple campaigns feature. With this, you can run different campaigns on the same website. The dynamic ad automatically organizes your website into groups that are customized to your products and services like “sports shoes”, “phones”, and “computers”. Select the category or groups that are relevant to your website.

So, if someone comes to your website and they look around, and they don’t do anything that night when they are on Facebook kind of looking through their feed all of a sudden, they will see an ad of your brand. This way retargeting dynamically can bring a lot more sales back to your business.

8. Optimize your shopping ads

You should optimize your shopping ads. Differentiate the types of ads you are using for ecommerce. Add negative keywords – this will be a list of keywords that are not relevant to your add.

9. Run PPC ads on Facebook and Instagram

Social media has huge channels today and they have a chunk of audience.

Stat on social media ad spending for PPC strategy success

Source: Invespcro.com

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People are on Facebook all the time so if you target people on Facebook and targeting is so intense that you can get right in front of a person that would be perfect for your product.

You could use custom audiences, life events targeting, lookalike audience, and other such techniques. Check out this article to get a better idea of Facebook ad targeting.

10. Schema markup on your product pages

When someone searches on Google, right there on the Google search page before they even go to your website, they are going to see what Google calls product rich cards, which is going to show your product image and some information right there on the search page. This is going to give you an advantage over your competitors and make you a little more visible organically to people as they are searching for things like Google.

Use the schema markup testing tool. Search “schema markup tool” in Google and you’ll land on the site. Just enter your product page URL in there, and it’ll tell you if you have the proper schema markup or not. If not, it will show you some of the warnings and tips to improve the on how to make sure you add that.

The big carts like Shopify, Big-commerce, and Woo-commerce already provide a good schema markup.

11. Automate email marketing

It is very important, many ecommerce stores fall short because they spend a lot of money to get that customer to make the first purchase, but they don’t remarket people via email marketing and other channels to get them to come back and make future purchases. So with email marketing, it allows us an automated way to make that happen. Set an automated campaign for holidays. By this, you can also build product review content in an automated way.

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Using automated email marketing can help to scale your business as well.

As mentioned, these are some great ways to get your PPC strategies to succeed provided you implement them correctly.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

Get MarTech! Daily. Free. In your inbox.

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