Pay Per Click Management for eCommerce Websites

Pay Per Click Management for eCommerce Websites

Pay per click management for eCommerce websites is not created equal. When you engage a team of eCommerce PPC management experts, you expect services that can deliver results.

In this day and age, with the quick “boom” of the internet, many people saw an opportunity to make money. Now, everyone and their cousin seems to be a PPC management expert. You don’t want them managing your campaign.

Sure, a slick sales guy is wonderful in many ways. But ask, who will my account be assigned to? What is their accomplishments? Are they Adwords certified?

First and foremost, if you choose to engage us to handle your pay per click management for your eCommerce website you can expect to speak with a PPC expert who is certified by Google as Adwords Certified.

Metrics matter. Google Adwords is a wonderful way to get the sales rolling in quickly. Furthermore, our eCommerce PPC management team has extensive experience managing accounts with individual spends north of $20k/mo. I hear on a daily basis that many business owners think that PPC does not work, this could not be further than the truth, it likely is not working because a PPC expert is not managing the campaign.

Equally important to per per click management is eCommerce SEO for large companies.

Pay Per Click Management for eCommerce Websites – How we Do it

First and foremost is consulting. Learning about your company, what your goals are, your most profitable products, and more is critical to setting the foundation of your campaign. Acting as an extension to your internal marketing team is what we do best. We’re people friendly and often include multiple members of a team on our projects.

After our fact finding & consultation is complete comes the actual campaign creation/optimization/tracking/analysis/etc.

As you can see in the infographic used above, there is 9 critical steps to the eCommerce pay per click management campaign. Lets take a look at each one in greater detail. After all, in this business its the data, details, and actions; that matter.

Keyword Research for eCommerce Pay Per Click Management Campaign

One of the most important aspects of a successful pay per click management management campaign for eCommerce websites is keyword research. Similar to an under rated player, this portion of the campaign is critical. As everything that follows is a direct result of the keyword research recommendations.

You may ask, “How do you complete keyword research?”

Our team of Google Adwords Certified PPC management experts use various tools. First, if this is an existing campaign we will look into historical data to see how your campaign has been performing. We do this by analyzing the data within Google Adwords as well as Google Analytics. Within Google Analytics, we will export all data and import into an excel spreadsheet. This allows us to easily organize and omit any data.

Our team will look into the intent of the buyers via data, let’s use an example:

Search Term Blue Widgets – Let’s say this keyword drives more visitors than the keyword below, however, we recognize that the bounce rate is 15% higher, the pages/visit is down 24%, and time on site is down 30%. Just by looking at this data, it would be a logical assumption that the intent of the user is not matching the page. Maybe they are looking for information or looking to compare rather than buy. If this is the case, we will create a new page with the specified user intention in mind. In the meantime, we would pause a keyword that performs like this until the new page is up with the new intent based on our analysis of the keyword.

Search Term Blue Widgets on Sale- Let’s say this keyword drives far less visitors than the keyword above, however, after looking at Google Analytics data, the data suggests the following: Bounce rate is 7% lower than other keywords found within the PPC campaign, pages/visit is up 40%, time on site is up 17%, and this converts 20% better than keyword above. In this situation, our team would certainly keep this keyword running. Due to the favorable data, if top placement is not achieved, we would increase the quality score/increase the bid.

If Adwords data is not available, we can still look within Google Analytics to see how organic data is performing. While different, it will give us a snapshot into the habits of searchers on the web who find and visit your website. If this data is not available, our team will begin the keyword research process from scratch. After all, we already know all about your business, your goals, your products, your ROI, etc.

Ad Creation for eCommerce PPC Campaigns

Ad creation is another critical aspect of eCommerce PPC management campaigns. Doing this step incorrectly could lead to paying far more than you would if it was setup correctly. Allow me to elaborate.

Google utilizes a system known as a Quality Score. In its simplest elements, a quality score is a numerical value which is assigned to your keywords. Your quality score is based off many factors and will play a vital role in determining your average cost per click.

To be on top of the sponsored section in Google Adwords, you no longer have to pay the most. For instance, if your competitor is doing the PPC himself, his quality score may be a 3. If your quality score is a 9, than for the same exact positioning you may pay $3.00 less than him per click. This is just a random example for the sake of illustration as the savings would be determined by actual quality score, cost per click, among many other factors.

Our team understands the importance of ad creation and the overall impact it has on a campaign.

A/B Testing – Testing special offers is extremely valuable in increasing CTR. We work hand in hand with our clients to help identify and even create special offers that will compel users to take action. Action = dollar signs.

Quality Score – Are all of your quality scores 9-10? If not, your spending additional money for your positioning that what is actually necessary. Setting up your campaign correctly, no matter how massive is of extreme importance. This can save you thousands each month, resulting in a stronger ROI from your eCommerce PPC management campaign.

Remarketing – A wonderful way to continuously position your brand in front of a visitor who came to your website. Sometimes people will love your product, but are unable to afford it at that specific time they visited your website. Maybe they forgot about your website. By seeing your remarketing, they will feel like your a larger company since you are always “in front of them”. We’ve seen tremendous results with our remarketing campaigns.

Negative Keywords – So many times when we “pick up” where someone left off, there is a tremendous amount of keywords that should have been identified as a negative keyword. This is 100% wasted money.

Google Adwords Training Classes for the DIY Folks

For all those DIY type folks who wish to take their own skills to the next level. You can opt for Google adwords training accompanied by videos. Lecture overviews plus videos will help you soak up the information as it pertains to running ROI driven Google Adwords PPC.

Training doesn’t have to be difficult if you have the right instructor. Taking a Google adwords training class from home will save you thousands and you can research the instructor to ensure you are getting information from an industry veteran. For the best adwords training class, I would recommend you go to this website.

Learning Google Adwords will be time consuming but if you have a passion for internet marketing and do not wish to hire an agency, this is the best alternative. For the busy business owner, it is likely best left to the pros. On the job training with Adwords can be quite costly.

Choose the Best Pay Per Click Management for eCommerce Websites

As you can see by this lengthy post, we are certified Adwords Specialists, detailed oriented, data & ROI drive, and love data.

Give us a call and see why you should choose us and end your search to find pay per click management for eCommerce websites.