When we talk about generating traffic to e-commerce websites, we usually mean one of several proven digital marketing strategies. These options include SEO marketing, email marketing, content marketing, forums, webinars, social media marketing, blog marketing and similar methods. But still, when an ecommerce website implements and optimizes an ad appropriately, there are simply no other traffic sources that can give better results than PPC (pay per click) ads.
How PPC works
PPC or pay per click is an advertising method that needs to be paid and with it, websites can acquire a lot of direct traffic, which is measurable. With this advertising method, you can also increase the visibility of a website, given the fact that all pay per click ads have reserved positions at the top of searches.
The person using a PPC ad is obligated to pay for each and every click that happens on his/her ad. Additionally, each time a consumer gets presented with an ad, this will count as one impression for that ad.
When an internet user is searching for something over a search engine, and finds what he or she is looking for, their next step is, of course, to click on a link that seems like it can give them the answers to their questions. This process could be seen as organic or paid.
Organic traffic is when a person clicks on a search result which is ranked high because it has been around for a long time and the people behind that particular website worked a lot for their SEO. If you want to achieve this you will have to find SEO company reviews and choose an adequate company to help you get organic traffic.
Paid traffic is only different in one way. The links for websites people click us PPC advertising. Additionally, they pop up on the first pages no matter how good their SEO might be. Simply put, when a business invests in PPC, it tries to speed up the process of becoming visible and attracting more traffic for a certain fee.
How can PPC advertising improve the results of an e-commerce site
With PPC, you can increase your traffic significantly in a short period of time, and this will ultimately lead to an increased exposure of your products. Although this is a quite good thing, it doesn’t mean that all of those people that see your products will buy something. I’m saying this because a lot of people think this way. Still, this exposure gives you a lot of possibilities to improve your conversions, test with your sales copies, designs, colors, keywords and other things.
A lot of people think that building traffic is one of the most difficult things, but converting that traffic into valuable sales is actually even harder. Luckily, performing targeted marketing is now easier than ever and this is why you can use PPC ads to turn your results around. Now, let’s get to the actual ways of how PPC can improve the growth of your ecommerce website and what steps you need to take.
Additional traffic and revenue sources
When you analyze your ecommerce store, some of the most important things you should look at include all the sources and factors that make your revenue the way it is currently. Simply put, the less revenue sources your ecommerce site has the more it is dependent on a particular traffic source, and this is a slippery slope.
If you depend on one source to make money and base your whole business around it, then you are putting your business at a lot of risk; it will all come crashing down if that source dries out, as you won’t have any alternative to turn to straight away.
Let’s imagine that a website relies completely on its search engine results. In case of a sudden algorithm update of the search engine results that website can quickly lose its rankings and get pushed back to some irrelevant page. This means that there is a huge chance your website will become practically unavailable.
This has happened before in the past, as Google likes to make websites work harder by changing their practices from time to time. This is a completely catastrophic approach, as that website will have to start all over and invest a lot in building traffic from scratch, and nobody has the time to do this twice.
If you design your website so that there are multiple sources of revenue, you can rest assured that your store will be more stable, meaning that its value will be higher and that you can easily come back from a setback.
For example, if you lose a source of revenue, and it doesn’t work anymore as it did in the past, you can easily switch your focus and resources to some other channel and make up for what is lost. This is how an ecommerce site prevails and expands its influence over the web.
Better targeting options
When you look at PPC for the first time, it seems too chaotic and the traffic attracted doesn’t seem valuable. It can be quite scattered and this is why conversion rates can be quite small when employing a PPC ad.
However, you can use Google AdWords and upload an email list of your customers in order to improve your strategy. During the process, you will be able to collect valuable customer data and increase sales, while at the same time tweaking and enhancing your targeting strategy by using this valuable data throughout your marketing campaign. All of this data can additionally be imported into the PPC platform you are using.
This will open up the options of targeting consumers who have already bought something from your website, while at the same time having the ability to create a buyer persona and focus on similar people. This type of re-marketing is an effective method for generating loyal customers that will be there for a long time and help you grow over time.
Additionally, the improved performance and effectiveness of dynamic search ads in the past few years have opened more possibilities. With them, you can showcase your ads based on the content of your ecommerce site, instead of just relying on the chosen keywords. There are a lot of optimists out there who say this new method has the potential to remove the need for keyword lists and landing pages as well, while being able to boost your ROI at the same time.
The bottom line is, if you are able to define your target audience quite well, you will be able to get a better understanding on how to market your products so that they get sold to customers. The targeting options with PPC strategies are only getting better, and you should also look to do this on your own and make the most out of it.
Sales and conversions
The automatic tracking feature is a very unique thing that PPC ads offer. Once you have launched a PPC ad campaign, you will only have to log in to your account and see all of the important numbers that can give you valuable insight on how well or bad your campaign has performed so far. With this option, you can easily see your conversion rates and determine all cost per acquisition expenses. These numbers are quite important, as they can tell you how much you need to invest in order to drive revenue for your ecommerce site.
The general rule is that the smaller your expenses are, the higher your revenue will be. This is why you must work on optimizing your conversion rates. Additionally, it is also a good idea to experiment and test your website and the content on it, as well as your PPC in order to find the formula that works best for improving conversion rates and increasing sales. Given the fact that targeting is getting better each day, this is how you can either make or break your ecommerce store.
Integrate multiple channels
In a previous paragraph I explained how you can use customer email lists for retargeting and remarketing purposes. This is a typical example of how you can use different channels or platforms and integrate them together in order to boost your results.
Some of the best platforms you can integrate with pretty much everything include social networks. All of the most popular social media is only going to grow in the future, and if you don’t combine them with the rest of your marketing efforts you will lose a lot. They are some of the best channels where you can build an audience and target people efficiently.
In the future, it’s expected that there will be further integration of other customer relationship management tools. Custom tailored individual experience is becoming more important each day and it is clear that PPC ads are also moving in this direction. Pay per click ads are going to remain valuable in the future, and the tools, methods and techniques that revolve around them are only going to become more sophisticated.
PPC advertising can bring your ecommerce business a lot. However, you cannot rely on it solely, or simply create your ads and stop there. It’s an ongoing process that needs to be monitored and tweaked constantly. From your results and statistics you can see where there is room for combining additional marketing techniques with PPC in order to create an even better campaign.