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Ecommerce PPC management.
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Years 2020 - 2024
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Agency Partner
Ranked by Our Customers
Ranked by UpCity 2022
Ranked by Expertise 2023
Ranked by MASHABLE
Ranked by Business Journal
Ranked by Selected Firms
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What is Ecommerce PPC Management?
Have you ever run a search in Google only to run into a result that looks something like this:
That’s what a Google Ad looks like. You know them. You’ve seen them. They’re the most common types of paid ads on the web.
The concept is as simple as can be.
A marketer says to themselves, “I want my page to rank for ‘red Nike sneakers’”. So, they create an ad campaign. Our hypothetical marketer writes some copy and attaches a few keywords to the ad. The marketer sets their bid, which is the top amount they’re willing to pay to get the ad on the first page. A few related terms later and the ad is ready to go.
That’s the theory.
In practice, it’s a whole lot harder. The first keyword you think of isn’t necessarily the best for your campaign. As for all the related keywords, each one could drain money out of your bank account, especially if the ad you serve doesn’t match a searcher’s intent.
That flaw in the practical side of things is why ecommerce PPC management is vital. Without it, you can get lost in a sea of keywords, spending more than you need to on keywords that don’t generate results. But get it right and PPC becomes one of the best revenue drivers in your marketing campaign.
“Fine,” you think to yourself. “I get how PPC works. But what is this ecommerce management malarkey you’re talking about?”
It’s a good question. PPC seems pretty simple on the surface. Create ads. Attach keywords. Pay money. Profit.
The last bit trips people up the most. You could have a great landing page, but an irrelevant ad stops people from clicking through. Your ad copy may thrill a reader until they hit the landing page and see copy that doesn’t matter to them.
Sometimes, you throw good money after bad chasing keywords that will never get you anywhere.
It’s technical stuff. To demonstrate, let’s take a behind-the-scenes look at a Google Ads account dashboard:
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Request a proposalThe Types of Ecommerce PPC Advertising
So far, we’ve touched on one of the major ecommerce PPC platforms in Google Ads. But Google Ads is far from your only option when it comes to PPC. Let’s look at a few more that you can build into your paid marketing strategy.
Google Ads
The same resource reveals some interesting statistics about Google Ads. For example, 63% of people who use Google have clicked on Google Ads at some point. Wordstream also tells us the right PPC advertising can generate twice as many customers for your online store than organic search.
Does this mean that PPC is better than organic search?
Not always. In most cases, a combination of the two gets much better results than focusing on one or the other. The experts at our ecommerce PPC agency can help you integrate a Google Ads strategy into your overarching search marketing campaigns.
Google Shopping
As great as Google Ads may be, it has one issue:
It’s not built specifically for your business. Any website can create a Google Ads campaign, meaning your online store doesn’t have the facilities it needs to truly showcase its products.
Enter Google Shopping ads.
Think of Google Shopping as the ecommerce-focused part of Google’s PPC ad network. Google Shopping ads let you showcase your products in a more attractive way by incorporating images and allowing you to deliver pricing information directly to the customer.
Take a look at this example from Neil Patel:
Note the use of images and direct links to products. Google Shopping ads are great for targeting customers who are ready to buy. These PPC campaigns get specific products in front of customers when they use search terms related to those products.
Google Shopping PPC campaigns are effective too. EMOTIV, manufacturers of Brainwear- branded products, discovered that when they worked with a PPC agency to create Google Shopping campaigns. As this chart shows, they generated a tremendous return on investment from their Shopping marketing spend:
Google Shopping PPC campaigns are effective too. EMOTIV, who are the manufacturers of Brainwear-branded products, discovered that when they worked with a PPC agency to create Google shopping campaigns. As this chart shows, they generated a tremendous return on investment from their Shopping marketing spend:
Overall, the company enjoyed a 447% ROI increase when it incorporated Google Shopping into its digital marketing campaign.
At NEWMEDIA, our team of ecommerce PPC experts can help you to manage your Google Shopping ad spend to ensure you get as many customers as possible.
Remarketing
In a perfect world, everybody who reaches one of your ecommerce website’s product or landing pages will make a purchase there and then.
But we don’t live in a perfect world.
So many potential customers bounce away from ecommerce websites without buying anything. As this chart shows, 97% of shoppers have abandoned their shopping carts because making the purchase was inconvenient to them:
What can ecommerce businesses do about customers who bounce away from their websites?
The good news is that these potential buyers aren’t lost forever. Many ecommerce PPC platforms offer remarketing tools that help you get your products back in front of people who’ve bounced away from your website.
When a customer visits your website, your site places a tracking cookie in their browser. This cookie allows your PPC account manager to target bounced customers with ads, including banner ads, that bring them back to your ecommerce website.
Remarketing and retargeting customers boosts engagement and sales as this chart shows:
You strengthen your brand’s online presence while staying in front of people who are already thinking about buying from your website.
Microsoft Advertising
Many people underestimate Microsoft Advertising in their advertising strategy. Formerly known as Bing Ads, the service works in the same way as Google Adwords. You conduct keyword research and create ads that display when a user searches those keywords. Those ads pull people toward your ecommerce platform, leading to more sales.
The problem is that Microsoft Bing is nowhere near as popular as Google:
Since that’s the case, why would a marketing manager incorporate Microsoft Advertising into their marketing budgets using Bing ads?
There are several reasons.
As Bing isn’t as popular as Google, you face less competition from other ecommerce businesses. As a result, you can lower your PPC costs by leveraging Microsoft’s ad network strategically.
Beyond smaller costs per click lowering your monthly ad spend, Microsoft’s ad service gives you access to the ad network of several other search engines, including MSN and Yahoo. With the help of the right ecommerce PPC advertising team, you can use Bing to reach customers you wouldn’t reach with Google.
Facebook Ads
Social media is one of the most powerful platforms to leverage when promoting your online store. And when it comes to ecommerce PPC, there are few platforms bigger than Facebook.
These statistics from HubSpot tell you everything you need to know about why Facebook ads should be part of your digital marketing strategy:
Molly Hall Dorais
Colorado Rocky Mountain School
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Book a free consultationThe Benefits of Ecommerce PPC Management
With that, you know what ecommerce PPC is and how your ecommerce business may be able to implement PPC ads into its digital marketing strategy.
Now, we come to the big question: Why?
Why should your company work with a PPC management agency to create online advertising?
The simple answer is that there are a ton of benefits of PPC marketing, which we’re going to explain here.
Increasing Revenue
We saw some interesting things happen in PPC advertising in 2022. Specifically, the amount of money an online store has to pay for a PPC click increased dramatically. At all points during 2022, advertisers had to pay more per click than they did at any point in 2020 or 2021:
This is a worrying chart for an ecommerce business that’s trying to keep its ad spend low while still leveraging everything that a PPC campaign has to offer. Without the help of a PPC management agency, you might find that your marketing budget gets swallowed up by ever- increasing costs.
Saving Time
Creating an average PPC campaign takes a lot of time. Creating an exceptional campaign that generates fantastic results takes even longer.
A lot of work goes into the PPC campaign creation and management processes.
Let’s start with campaign creation. These are just some of the steps your account manager is likely to complete when creating your campaign:
- Learning about the platform that you’re going to use. After all, you can’t make PPC work if you don’t know how to even create a campaign.
- Extensive keyword analysis that requires you to pull data from Google Analytics, your PPC tools, and any other resource you have.
- Ad creation, which requires quality copywriting and the ability to create ads with high relevancy to keep your costs low.
- Segmenting individual ads into ad groups that target specific customers and markets.
- Launching your ad campaign.
That’s already weeks, if not months, of work that will pull your focus away from the things you need to do to grow your ecommerce business.
Then, there’s the management side of things to consider. And therein lies a significant problem as this simple stat demonstrates:
Monitoring an ongoing PPC campaign takes a lot of time. That’s why so many businesses that run their own PPC campaigns don’t do it. You need to track every ad you create and follow through on your clicks to see which convert into sales and which end in a customer bouncing. There’s so much data to absorb. But you need to keep track so you can tweak your PPC advertising to ensure it generates revenue.
Working with NEWMEDIA takes this time-consuming task off your plate. We provide you with a team and a dedicated account manager as part of our ecommerce PPC management services. Simply put, we do the heavy work for your ecommerce PPC campaign so you can spend more of your time on business-critical tasks.
More Qualified Traffic
With PPC management from NEWMEDIA, you ensure your ads specifically target potential customers who are likely to buy from your online store. As a result, you waste less of your ad spend on clicks that were never going to result in sales.
Increase Brand Awareness for Your Ecommerce Website
Ecommerce PPC does far more than ensure your store lands near the top of search engine results pages. It also helps to keep your brand at the top of mind of your customers. In other words, good ecommerce PPC management services ensure your target customers think about your business whenever they need to buy your services.
Data from the digital marketing strategy website Smart Insights backs this up. According to their research, PPC ads improve top-of-mind brand awareness by over 6%:
Every stage of the PPC process improves brand awareness. Whenever a customer sees your ad, they think of your brand. If they click the ad to come to your landing page, they learn more about what your company does. Every retargeted ad you send to customers who bounce from your website serves to reinforce your brand in the customer’s mind.
Dedicated PPC Specialists Who Can Create a Scalable Strategy
You’re in one of the world’s fastest-growing sectors. A service provider that offers PPC management services can ensure you’re in the right position to take advantage of this continued growth.
The Five Best Practices for Ecommerce PPC Management
We’ve covered why ecommerce PPC management is so effective. Next up, you need to know how we do it. At NEWMEDIA, we follow all of the best practices for ensuring your ads generate strong results for your company.
We’ve whittled our process down to five core best practices that apply to every single PPC campaign we create.
Optimize Every Aspect of the Ad
Extensive Keyword Researching
Hiring an ecommerce PPC management agency is supposed to save you time and effort. Nowhere is that time saving more obvious than when it comes to dealing with keywords.
Every ad your company creates targets a collection of keywords. These are the words or phrases for which your ad appears in search engines.
Ecommerce and PPC experts Databox highlight the importance of proper keyword research in this chart:
Keep Tracking the Campaign
Most PPC platforms require you to bid on how much you’re willing to pay for a click or impression. The higher your bid, the more likely your ad is to appear on the first page of results. Of course, making a lower bid means your ad appears further down.
The issue here is that many ecommerce companies overbid when paying for their ads. For example, you may bid $3 per click on an ad when you could get the same results by spending $1 per click. The result is that each click costs you three times more than it should.
Catching issues like these is why tracking your campaign is so important. NEWMEDIA constantly monitors campaigns to make bid adjustments and ad alterations based on what the data tells us.
Optimize Product Pages
It’s not just your ad copy that requires optimization. You have to optimize your product pages to ensure customers see what they expect to see after clicking on your ads.
Relevancy is vital to PPC. Forcing a customer to land on a product page that isn’t relevant to your ad usually results in them bouncing away. Furthermore, most PPC platforms punish you if your ad copy isn’t relevant to your product page copy.
For example, Google Ads gives each of your ads a Quality Score from 1-10 at the keyword level. This score takes three factors into account:
- The ad’s expected click-through rate
- The landing page experience you offer
- How closely the ad copy matches the searcher’s intentThis Quality Score influences how much you pay for a click. The higher the score, the less you pay. Optimizing product pages to ensure they align with your ad copy is a crucial practice that’s designed to ensure consistency in the customer experience. It also just so happens that doing it helps you to save (and make) money.
Retarget Visitors Who Don’t Convert
We discussed retargeting ads earlier, so we won’t spend too long discussing them again here. All you need to know is that retargeting customers who click your ad only to leave your store without buying helps you to achieve more sales.
We’ll leave you with one more chart that shows why retargeting is so effective:
These figures come from comScore, Inc., which conducted a study into the effectiveness of online display ads. The study analyzed 103 campaigns across seven industries to discover that retargeting generates a 1,046% lift in search behavior at a fairly low cost compared to premium and contextual ads.
The statistics say it all – retargeting works. That’s why we do it.
Randall T.
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Get my custom quoteIt’s Time to Experience the
Effective ecommerce PPC management ensures you make more sales while keeping your PPC costs low. At NEWMEDIA, we’ve developed patented technology and proprietary techniques that deliver high-quality results.
Our flexible process ensures your business gets a PPC campaign that generates results, with our PPC specialists focusing on the following areas:
At NEWMEDIA, we provide ecommerce PPC management and creation services that handle every aspect of your campaign. If you’d like to learn more about what we can do to help your ecommerce company, get in touch with our experts to discuss your campaign.
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