In today’s world, building an online presence and generating website traffic is a must. This is true regardless of the line of business your company is in, and it is even more significant for e-commerce stores. After all, you sell your merchandise on the web, so it is the same place you should for new customers.
Nowadays, there are multiple digital marketing strategies you can use. Some of these require a significant investment, but that is not the case with Pay per Click ads. In the following text, we will introduce you to this strategy and tell you why you should use PPC management.
What is PPC?
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In a nutshell, Pay per Click ads pop up when users look for specific keywords in their search engine. However, the main difference between this technique and the other ones is that you only pay when someone clicks on the ad. This is especially beneficial for small e-commerce stores and startups that cannot afford big campaigns. You get to determine the keywords that are connected to your business and the platform you want these to be displayed (search engines or social media platforms like Facebook). Even though it seems pretty simple, running a successful PPC advertising campaign can prove to be quite challenging, so here are the benefits of PPC management.
Keyword research
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As already stated, implementing the right keywords is vital. Otherwise, you will spend a lot of time and money for nothing since the PPC ads won’t generate any traffic. Yes, we know it sounds easy. You just have to use the ones that describe your business and merchandise. Nevertheless, the key is to make sure these are unique. Why? Well, it is the only way to ensure potential customers will see your ad and not the one from your main competitor. This initial part of the project requires a lot of time and effort. Even though launching this campaign isn’t too difficult, it may be a good idea to have experts complete the keyword research. Yes, there are numerous tools online you can use, but the truth is that these don’t gather all the data you need. According to 1digitalagency.com, one must possess the in-depth knowledge and particular skills to complete this task successfully.
Strategy design
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Furthermore, when setting up this campaign, you need to ensure that it targets specific groups of people. Naturally, these will be the people most likely to purchase your merchandise. If you sell products used by everyone daily, this is another thing that may appear to be easy. The chances are that everyone will be interested in what you offer.
While this is true to a certain point, there are still some things you have to consider. For example, should you target only the local audience, or should you expand and try to reach people from other parts of the country? If the latter is the case, you cannot use the same ads for customers from different areas. Many business owners do not understand how this works exactly, which is why you will need some expert advice.
Brand recognition
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Yes, the main goal of PPC advertising is to generate traffic to your website and e-commerce store. However, at the same time, it can help you build brand awareness. Well, it doesn’t mean all is lost just because no one clicked on the ad. What are we talking about? Well, every time a person types in specific keywords in their search engine, your store’s ad will pop up.
Even if they choose to go with someone else, they will still see the link to your website. The best part is that you will save a lot of money since you only pay when someone clicks on the ad, and therefore, you will build brand awareness for free. This is the easiest way to reach potential clients, and when combined with other forms of digital marketing, it will enable you to meet your goals.
Gather data
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No marketing campaign can be successful if you don’t collect the data it generates and make changes accordingly. This is exactly what PPC management enables you to do. Even if you have worked hard on researching keywords, determining your target audience, and creating unique ads for each group, you will probably have to make some changes along the way.
For example, you will understand what product has the best performance, that is, generates the most traffic. Similarly, you will also see when people look for specific items. We are talking about the particular days of the week and even the exact hours. This data will enable you to make the best adjustment to your PPC campaign and take the entire marketing strategy to the next level.
What’s more, you will receive all this information immediately. Nowadays, this is crucial, and the best part is that you can make changes in real-time. As soon as you are done with designing and adjusting the ad, it will start generating traffic the moment you launch it. As you know, this is not the case with SEO since increasing organic traffic requires more time. In a nutshell, it is the main reason why small e-commerce stores begin their marketing strategy with PPC advertising.
Test new campaigns
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The key to running a successful e-commerce store and attracting new customers is to present them with new options constantly. Even if you cannot change the merchandise you sell, you can always use different advertising strategies.
Nevertheless, you cannot just design it, launch it, and hope for the best. The first thing you should do is test it and track its performance. Naturally, this is when PPC comes in handy. You should create a few campaigns that include new features, have them online for a few weeks, and then analyze their performance and results. Once again, it is the cheapest way for you to learn about the adjustments you should or shouldn’t make. Lastly, there is also the A/B testing. Basically, it is a technique used by experts to research the success of different landing pages and, hence, improve conversion rates.
