Ecommerce companies are always looking for ways to get more customers. Without new customers, their business can’t increase profits and grow. As such, there’s this constant need to generate more leads.
Among the numerous ways to attract potential customers, pay-per-click (PPC) advertising is one of the most effective means to gain traction. This article shares the basics of ecommerce PPC, its different types, how it works, and reasons to use it.
What Is PPC Advertising?
PPC is a digital ad in which a business only pays for the ad when the user clicks on it. It’s also known as a cost-per-click (CPC) model. This advertising method is primarily offered by search engines like Google and social networks like Facebook.
For ecommerce brands, PPC ads can help promote their online stores and current products. You can launch your own PPC campaign. However, if you lack experience and knowledge, you can outsource a PPC marketing agency like Romain Berg for an impactful campaign.
What Are The Rate Models Of PPC Advertising?
Generally, PPC ad rates are determined using two models:
- Flat-Rate Model
With a flat-rate PPC ad, an ecommerce business pays a publisher a fixed fee for every click. Typically, the publisher lists different PPC rates for other website locations.
Note that most publishers are open to negotiations regarding the price. You’ll likely get a lower fixed price if you opt for a long-term contract.
- Bid-Based Model
In a bid-based PPC ad, an ecommerce business makes a bid with the maximum amount of money they’re willing to pay for a specific spot on the website. The publisher uses automated tools to execute the auction, which runs whenever a user triggers the ad spot.
Note that the auction winner is typically determined by the rank and not the payment amount offered. The quality of content offered by the ecommerce business is also considered. So, the relevance of the content is as critical as the bid.
How Does PPC Advertising Work?
Ecommerce PPC is a multi-step process. First, you, that is, the advertiser or ecommerce business, need to choose a keyword to trigger the ad.
Then you need to choose the type of ad you want. The ad you choose determines the copy or graphic materials you need to create. For instance, most ads on Google feature a headline and one or two lines of copy displayed on search engine results. Display banner ads often have images.
Once you choose your keywords and ad type, you set an ad budget or put in a bid with the publisher. Your ad will be displayed online. Once a user searches for your targeted keyword, the publisher will show your ad. When a user clicks the ad, they’ll be taken to a landing page on your website.
The ad publisher will then bill you for the click. Different publishers have varying methods of charging for ad clicks. For instance, Google Ads charges your account every first day of the month for your previous month’s clicked ads.
Why Should You Utilize Ecommerce PPC Advertising?
Now that you know how ecommerce PPC ads work, here are compelling reasons to include them in your overall marketing strategy:
- It Boosts Sales
Getting more sales will always be a priority for an ecommerce business. Ecommerce PPC ads, when done correctly, can effectively increase your sales.
Online shoppers research products before buying, and a user searching for a specific product is more likely to buy. Your ecommerce PPC ad is focused on a targeted audience, improving the chances of closing the deal.
- It Provides Measurable Results
One of the biggest benefits of an ecommerce PPC ad campaign is that it’s easy to track and measure. Most ad publisher offers analytics tools that allow you to see high-level performance details, including clicks, impressions, and conversions.
This means that stats are readily available and immediately give you insights into how your campaigns are performing, what kind of traffic they’re getting, and their overall return on investment.
- It Is Easy To Set Up And Offers Quick Results
Unlike other digital marketing efforts like SEO, ecommerce PPC is easier to start and offers faster results. Even if you’re a decade behind your competitors, PPC can get you up and running quickly to gain new customers. Within minutes of launch, PPC allows you to get the same traffic and positioning on search results as high-ranking websites with years of SEO efforts.
- It Gives You Control Over The Cost
Ecommerce PPC ads allow you to have a set maximum monthly budget and only pay for that. Since you only pay when it works and generates leads, you’re not wasting your budget on ads that don’t entice customers.
You need to advertise your business one way or another. As you can see, PPC advertising is an effective and quick way to get new quality leads for your business. Although it comes with a cost, it’s a far more cost-effective method than other types of advertising to earn high-quality prospects and increase your conversion rate. With proper use, you’ll strike gold, filling your sales funnel and earning more revenues than ever.