Ecommerce PPC ROI improves by advertising on the right platforms, keeping shopping feeds current, tracking ecommerce data properly, optimizing ads with negative keywords, creating quality content, and using remarketing to recover lost shoppers.
94% of people hit a website and leave and never come back.
6 Ecommerce PPC Practices to Improve Your Company's Advertising ROIMore and more people are shopping online, and advertising platforms have taken notice, giving more on-page real estate to retail-related ads. If you’re in the retail industry, chances are you’re already using some form of online advertising to promote your products, but there is most likely room for improvement. So how can you ramp up your own PPC…
The six practices are: consider where to advertise such as Google Merchant and Amazon, keep shopping feeds up to date, set up proper ecommerce tracking, optimize shopping ads with negative keywords and ad extensions, focus on quality content on product pages, and stay competitive by monitoring rivals and using auction insight reports.
Without negative keywords, ads show for irrelevant searches and waste budget. Examples given include a consulting firm showing up for job-seekers searching who is hiring, and a manufacturing sensor company appearing for health sensor searches. Campaigns must be watched daily, especially when new with no past data.
Since 94% of visitors leave a site without buying and only 3% are ready to purchase on first contact, remarketing follows those users across the internet and gives advertisers another chance to convert them. Dynamic remarketing and abandoned cart remarketing are highlighted as especially effective tactics.
Target branded keywords at the high-conversion level, mid-funnel keywords for product research, and awareness-phase terms. Use negative keywords to separate each category so campaigns do not compete against each other or double-spend. AB testing different campaign structures helps find the most cost-effective approach.
These same product listing ads accounted for 75% of clicks from non-branded retail searches.
Host
I think it's 3% of people are actually ready to buy when they get introduced to your brand. Right. And so remarketing can lengthen that window up to 540 days.
Guest
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Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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