PPC for Ecommerce: Things to Focus On in 2023
What is eCommerce PPC marketing? How do I do PPC for eCommerce websites? What are the biggest trends of eCommerce advertising and marketing in 2022 and what you should focus on in 2023? If these are the questions you’ve been asking yourself recently, then you’ve come to the right place, since we know the answers to all of them. Let’s get started!
Why Do You Need a Solid PPC Strategy for Your eCommerce Store?
Imagine a fictional up-and-coming young entrepreneur Ben who has recently realized his dream and launched an online store. It looks great and works great – there’s just this one problem: not many people visit the store and the ones who mostly leave without buying anything.
Even though Ben did spend quite a lot of money on PPC advertising, it still was not enough to produce any notable results and certainly not enough to cover his expenses. What went wrong? Ben didn’t have his eCommerce PPC strategy in place.
As straightforward and obvious as it may seem, PPC marketing is more than just paying for some keywords and then expecting some clicks. As with most things in life, if you want to be successful with your PPC for an eCommerce website, you’ve got to have a strategy.
What is a PPC marketing strategy? It’s a number of far-reaching goals and a solid plan of action you will use to achieve them.
When creating your PPC strategy, you have to take a lot of different factors into consideration – your budget, your competition, and, of course, the current PPC marketing trends.
When it comes to the 2022 eCommerce PPC trends, the most notable ones would be:
- The arrival of Performance Max campaigns
Performance Max campaigns replaced Smart Shopping Ads. They allow advertisers to maximize the performance of their campaign (especially if it runs across multiple channels), based on the specified conversion goals, by optimizing performance in real-time and across channels using Smart Bidding. Basically, you just give Google a bunch of creatives and their algorithm combines them in a way that yields the best result.
- The rise of new, alternative platforms (such as Pinterest)
Pinterest is a very promising platform, especially for online stores that specialize in beauty products, furniture, and home decor.
- PPC automation
As algorithms get smarter and smarter, automation can soon be used for bidding and dynamic ad generation.
eCommerce Advertising Tips from Zwebra
Our agency has been providing eCommerce PPC campaign management services for over a decade. During this time, we’ve managed to help dozens of online stores to connect with their customers on the web and social media.
Here are some of the eCommerce advertising tips we can give you, based on our recent experience with eCommerce digital advertising cases:
1. Make sure your website pages are properly set up
All of your landing pages have to be optimized in accordance with the latest Google ad requirements, with the product pages featuring all the required information.
2. Set up conversion tracking
Setting up conversions properly is crucial to your success: this includes eCommerce setup, call tracking (if possible), and events in Google Analytics.
3. Leverage the latest Google tools
Google is always updating its services and releasing new ones (a recent example would be Performance Max campaigns). As a rule, they provide new opportunities for advertisers – the faster you will be able to utilize them, the better for your business.
4. Optimize Merchant Center
Utilize the possibilities provided to you by the Google Merchant Center Programs and make sure there are no returns.
5. Never hesitate to hire professionals
You would be surprised what a team of eCommerce PPC professionals can do for your online store (spoiler: you will get at least 10x your money’s worth).
How Much Does eCommerce Spend on PPC Advertising in North America?
Advertising for eCommerce businesses is never cheap. If you’re a small business and just getting started with your PPC advertising, you should be ready to allocate a budget of around $1,000 to $1,500.
For medium size businesses with an already established PPC marketing routine, monthly spending typically ranges between $2,000 and $6,000. For large companies and enterprises, the bill could easily go all the way up to $25K a month, but then again – as we’ve mentioned before, it’s always worth it.
Ready to Boost Your Sales with Effective Ecommerce PPC?
Basically, there are two ways an online store owner could go:
- spend several months studying PPC for eCommerce sites, experimenting, and eventually losing time and money before they could produce meaningful results;
- hire a professional team of eCommerce PPC experts who will deliver serious results faster.
We, at Zwebra, just so happen to be such professionals. Our company has been providing quality digital marketing services for eCommerce for over a decade, helping Canadian and the US businesses to find new clients, grow sales, and boost their brand recognition online.
Contact us now using the form below, tell us about your business goals, and we’ll get back to you with a free quote!
FAQ
Is PPC good for eCommerce?
PPC campaigns are not good but GREAT for any eCommerce advertising – mostly, due to the fact that they’re data-driven. This gives marketers the ability to test and scale any PPC campaign and optimize it as it goes, fine-tuning PPC ads to maximize your ROAS. A good ratio for a PPC ad should start from 4:1.
Is PPC better than SEO?
A hammer is not better than a screwdriver. They’re just different tools and should be used for different purposes. While CTRs in SEO are typically higher than in PPC and the CPA is lower, PPC is still the best way to drive traffic to a website during the first days after launch.