Pay-per-click (PPC) is a form of advertising well-suited to e-Commerce marketing. While PPC shouldn’t replace attention to search engine optimization, it’s a great partner to organic SEO efforts. By running PPC campaigns, businesses can increase the number of search engine results pages (SERPs) they appear in — and the number of times they appear on the same SERP.
e-Commerce PPC ads are paid placements that appear in search results. These ads may appear directly above organic results, or in a separate shopping section. Pay-per-click ads are also available for merchants who sell in the Amazon.com marketplace.
When a PPC shopping ad appears in search engine results pages (SERPs), it links directly to an e-Commerce website. This way, businesses retain full control over checkout and fulfillment. Ads are very similar in appearance to organic listings, so customers feel comfortable viewing them as part of the SERP. As many as 65% of small to medium-sized companies invest in PPC advertising. Running PPC ads is often an essential part of remaining competitive.
When setting up e-Commerce shopping PPC ads, your e-Commerce SEM agency experts will provide advertising partners with a feed of product titles. They’ll also indicate the maximum amount your company is interested in potentially spending on each ad — also known as a bid.
PPC advertising platforms, such as Google, review the product information feeds and use product titles to identify relevant keywords. When a searcher enters these keywords as part of their query, the advertising platform will quickly decide which ads to show. This decision can involve several factors, including:
Advertisers are charged for the cost of running an e-Commerce shopping PPC ads if someone clicks on it. If your ad is displayed, but the searcher clicks on a competitor ad or organic result, you will not receive a charge.
While organic SEO is essential for long-term growth, it can take time to rank for your primary keywords. PPC ads are a nice complement to organic SEO, as it allows you to begin receiving placement at the top of relevant SERPs immediately.
Many successful brands continue to invest in PPC even after their organic rankings have improved. PPC is a great way to:
e-Commerce PPC shopping ads are an important feature of major search engines like Google and Bing. Amazon can be considered a massive player in the e-Commerce PPC advertising space, as 90% of consumers report turning to Amazon when price-checking a product.
By running PPC shopping ads through Google, e-Commerce businesses can increase their appearance in SERPs. Google’s robust PPC platform displays shopping ads next to organic results within the Google Shopping tab.
Google PPC shopping ads are a great counterpart to organic SEO efforts. The search engine giant will pull keywords and generate ads from your existing product content. Advertisers do not have control over the final ad content. However, your e-Commerce pay per click agency can tell Google if there are related keywords your products should not be shown for. This feature is a good way to avoid spending ad click dollars on keywords that your business has found to be low-converting.
While it is possible to appear in Google Shopping results organically, PPC ads get a premium placement at the top of SERPs. Optimizing for organic SEO and running PPC ads increases the number of placements you can potentially receive on a given SERP.
At its core, Bing’s PPC shopping ads work similarly to Google’s:
However, Bing’s ad system offers additional features that give advertisers more control over when and how ads are displayed, including:
While Bing is not as globally popular as Google, it still processes about a third of all search traffic. Specific industries may see a higher search volume with less ad competition on Bing, making it an excellent choice for many e-Commerce brands.
A reputable e-Commerce PPC management agency can help to determine if Bing ads are the right choice for your business.
Amazon continues to become the sales leader in many verticals, and many smaller e-Commerce companies decide to sell on Amazon in addition to their websites. Amazon PPC shopping ads work similarly to those on Google and Bing but are limited to searches made on Amazon.com.
Amazon shipped five billion products in 2017 alone, and more than half of all sales come from third-party sellers rather than Amazon itself. It is possible to optimize product descriptions to appear in Amazon search naturally. Due to a crowded seller market, though, PPC ads are an essential part of remaining competitive.
You will Receive a Call from One of Our Internet Marketers to Review Our e-Commerce PPC Setup Process. During this Call Your Internet Marketer will be able to Answer Any Questions.
Depending on Your Goal, BlendIM will Either Create a Brand New Account or Perform a Google Adwords Shopping Account Audit and Overhaul Where-ever we Feel will be the Most Impactful for Your Business. No Matter Which Service(s) Edit is Performed Your Internet Marketer will Take all Necessary Steps to Ensure You are Getting the Best Return on Your Investment.
If You Choose to Run e-Commerce PPC Campaigns on Each of the Major Search Engines (Google and Bing), BlendIM will Adjust the Budget to Reflect the Current Market Share. We Suggest a Starting Point of 80% Towards Google since Google has the Greater Market Share and 20% Towards Bing Since we can Get Some Nice Conversions and ROI from the Lower Cost from Advertising on Bing. Our Team we will Continue to Adjust Based off of Performance.
To Advertise on e-Commerce Shopping Networks with Google and Bing, Our Team of Google Certified e-Commerce PPC Experts will Need Access to Your Google Merchant Center Account. If this has not been Set up, Our Team can Discuss with You Getting this Properly Setup and Configured. A Google Merchant Center Account is Especially Important to have if Your Business is Thinking About Advertising on Google’s Shopping Network.
This is Where Our Team will have the Ability to Setup Product Feeds, Review and Monitor Performance Diagnostics and Much More.
In Order for Our Team of e-Commerce PPC Experts to Properly Setup an e-Commerce Pay Per Click Campaign, Our Team First Needs to Ensure Your Website is Properly Setup with a Feed that Google and/or Bing can Fetch on a Daily Basis by FTP (file transfer protocol). If Your Website is not Setup with one, Our PPC Experts can Set this Up for Your Business.
Unlike Google Search Ad PPC, Shopping Ads are Generated Based on the Information of Your Product such as the Title and Description. This is why it is Imperative to Ensure all Products on Your Site that will be in Your Feed are Properly Optimized with Keyword Rich Titles and Descriptions. Running an e-Commerce SEO Campaign in Conjunction with Your e-Commerce PPC Campaign will Go Hand-in-Hand and Ensure the Best Possible Performance of Your e-Commerce PPC Shopping Campaign.
BlendIM will Setup Your e-Commerce PPC Shopping Campaign Once we have all Necessary Requirements in Place such as a Google Merchant Center Account and Feeds that are Fetch Ready. Our Team will Recommend Laser Targeting to Hone in on Relevant Audiences with Targeted Ad Schedules to Show Your Shopping Ads at the Best Time to the Most Relevant Audiences Throughout the Day.
We will also Recommend and Setup Ad Extensions that Work Best for Your Website and Business. Available Extensions BlendIM Recommends to use for Your e-Commerce PPC Shopping Campaign can Include, Merchant Promotions, Percentage Drops, Product Ratings, Phone, Free Gift, Free Shipping and more.
After Implementing Your e-Commerce Shopping PPC Campaign, Our Team will Closely Monitor it to Ensure we are Staying within Budget and that Your Account is Optimized for Success. Your Internet Marketer will Also Strategically Tweak and Optimize the Campaign on an Ongoing Basis in Order to Drive the Best Return on Investment for your Business.
Monthly e-Commerce PPC ROI Reports will be Generated to Keep You Updated on the Strategies and Tactics that BlendIM is Employing in Order to Optimize Your PPC Campaign Efficiently and Effectively.
When executed correctly, PPC marketing is an excellent choice for many growing and established businesses. By engaging the services of a professional SEM management company, your business can enjoy maximum benefit from PPC ads.
Not sure if pay-per-click advertising is right for your company? Schedule a PPC consultation with our team and learn how e-Commerce search engine marketing can benefit your brand. BlendIM’s experienced PPC experts will determine the right platforms and campaigns for your business, ensuring your budget isn’t wasted on low-ROI efforts.