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.
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.
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Your product page should never look outdated.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.
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.
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.
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.
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.
Fix Outdated Content To Boost Your SEO Results
If your organization has been around for more than a year or two, your website probably holds a mountain of published content. Much of that content no longer helps your audience or your brand because it’s outdated or irrelevant.
But it doesn’t hurt anything, right?
Wrong. Old content may negatively impact your content’s search rankings and visitors’ experience.
For example, published content might link to articles, research reports, or other useful web pages. Over time, pages move offline for one reason or another. Those links might now go to defunct pages. That hurts your search performance because Google frowns on content with broken links. And audiences don’t love them, either.
You also might have content about topics that don’t fit your current content or business strategy. You wouldn’t want those pages to turn up in search.
Many brands hesitate to delete content, but the results are often surprisingly positive. For instance, HubSpot deleted more than 3000 outdated content pieces. In a matter of months, the company saw an improvement in its SEO results.
Start with a content audit
HubSpot’s experience doesn’t mean you can or should delete all your old content. You can improve much of your previously posted content to improve your SEO and audience experience.
Luckily, there are many ways you can improve previously posted content to improve your SEO. Even better, properly refurbished or updated content can serve you just as well as new posts. For example, according to Search Engine Journal, your site might see more page traffic and better SEO by deleting or refurbishing old content every so often. By practicing these strategies, you could save your brand money in the long run.
If you’re going to take some digital scissors to inaccurate or outdated content, you’ll need to find it first. That means you’ll need to audit your content. Ideally, you’ll review every piece of content on your site (blog posts, tutorials, or interview posts) to see what works and what no longer provides authority boosting or informative benefits to your target audience. If the amount of content makes that task too daunting, start with one content category (blog posts, for example), then expand from there.
Delete or redirect content that’s:
- No longer relevant because of changing industry trends or changes in your business
- Not of use to your current target audience
The content you decide to keep may benefit from the SEO boosting techniques below.
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Update and republish good but old content
What to do with the old blog posts and other accurate and worthwhile content pieces you want to keep? Google loves recently published content– so republish them.
But don’t repost them on your site as is – that’s a fast way to earn a rankings penalty in the computerized eyes of Google’s search engine algorithm.
Instead, refresh the article by:
- Adding new paragraphs
- Updating existing ones
- Adding new links and visuals
Look for the following opportunities as you work on updating older content.
Delete references to outdated stats in the content you’re keeping
Comb through reasonably good and accurate posts. Edit out any inaccurate data points or outdated references they may contain.
Say you have an excellent blog post for your small business on how to use a specific product. The article remains relevant but includes data points from five years ago. Do your brand a favor by removing those sentences.
Doing so prevents your content from suffering due to broken links. It also prevents your target audience from reading outdated information, then coming to incorrect conclusions about your brand’s authority or authenticity.
After getting rid of these outdated references or data points, you can boost the SEO value of previously published pages by replacing those old data points with current ones.
Go hunting online for modern, accurate, up-to-date references to replace each removed link. This guarantees that your links aren’t broken and that they link to authoritative sources.
Remember to review and refresh evergreen posts, too
Similarly, read through evergreen posts for references that aren’t accurate or compelling any longer. Consider the current industry, its trends, and what your target audience is searching for.
Then put on your editor’s hat and get to work. Trim the fat from old content, add new sentences with new insights, and more without touching the bones of previously published pieces. You’ll spend less time doing this than if you created new content while improving your brand’s SEO.
Weave in new SEO keywords and links
Lastly, you can update old content and improve its search engine optimization value by weaving in freshly researched SEO keywords and links.
If you’re still posting new content regularly as part of your content strategy, you can take the keyword research you’ve already done and use it to spruce up old content. Swap out or add new keywords to old posts, and consider placing a few fresh, high authority links within old blogs to make them more relevant and more authoritative than before.
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Cleaning up old content and making it relevant to your target audience once again takes work. But getting rid of content that no longer works and updating what does can do wonders for your content marketing strategy.
You may improve organic traffic to your site without investing in fresh content, and you’ll better serve your audience’s needs. Try these strategies for yourself and see the results.
Cover image by Joseph Kalinowski/Content Marketing Institute
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