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Blog items tagged with "ppc"

Web Presence Management for Ecommerce: 3 Keys to Success

Web Presence Management for EcommerceHere at Click Centric SEO, we often focus our work on ecommerce SEO and search marketing (PPC advertising, etc) Any yet, when we work with ecommerce clients, we advocate a more cohesive approach that centers on managing an ecommerce brand's complete web presence.

Parallel to the evolution of SEO and Google's algorithmic changes is the needed to embrace a comprehensive strategy that focuses on various aspects of web marketing and online brand building. Web presence management is one of the best ways to define this new approach as it takes into account several key variables which we go into greater detail below.

Embracing Web Presence Management Cohesively

What's different about web presence management compared to other forms of managing and building an online brand is cohesiveness. This approach brings together several aspects of Internet marketing and branding, and each work together in unison to grow a company's online presence.

The questions below reflect the primary components of web presence management. Answering each questions honestly might shed light on where you can improve the optimization and management of your ecommerce brand's web presence. For additional resources for web presence optimization, visit our sister company, WebPresenceGroup.net.

Are You Investing Enough In Social Media?

Investing in social media comes in many forms, such as:Web Presence Management Social Media

  • investing time and energy building a social media presence on Facebook, Twitter, Google+, LinkedIn, Pinterest, etc.
  • investing in social media advertising to reach new people to grow your audience
  • investing time and energy finding quality content to share
  • investing in the interaction and engagement with your audience

The social media presence of your ecommerce brand will ultimately influence its growth in many ways, particularly SEO and domain authority. How?

This is the role having a content strategy will play in web presence management.

Do You Have A Content Strategy In Place?

A content strategy is the glue that holds together your social media and SEO efforts. The creation of kick-ass content that resonates with you target audience provides the tangible means of having something awesome to share on social media.

Not only can this awesome content conjure a lot of likes, shares, tweets, and other social signals (making your content more legit in the eyes of Google,) but any links stemming from your content can be magnified, especially when they direct to key money pages or product pages on the cusp of high rankings.

While there are many ways to embrace content marketing and creating a content strategy, get creative and tap into interesting means that will spark the interests of your target audience. For ecommerce, in-depth articles, product review videos, image-packed and idea-rich blog posts are just a few good places to start.

What Are You Doing To Improve Your Search Engine Presence?

Sure, you've done some SEO on your ecommerce site and made your product pages are keyword relevant. But that's just 20% of the SEO equation.


Web Presence Management Search Marketing

What are doing off-site to support your SEO objectives (i.e. link outreach, network, blogging, etc.)?

Are you experimenting with PPC advertising to market your money products on search?

Where are most of your links coming from and how can you diversify your site's backlink profile.

Again, web presence management centers on cohesiveness and exploring all avenues to cultivate success. Focusing only on link building, or only on social, will only pose limitations in the growth of your web presence.

Google PPC Advertising: Are You Using 'Modified Broad Match' Bidding?

Are you using modified broad match keyword bidding in your Google PPC advertising campaigns?

Do you even know what modified broad match means?

If "no" is your answer to any of these questions, then get ready to learn this simple yet game-changing keyword bidding technique.

What's Modified Broad Match & Why Use It?

Never in my experience of being introduced to an existing PPC account that needs optimizing have I seen modified broad match keyword bidding in action. For this reason alone, I am compelled to write about it in this here blog post.

Modified broad match is the middle ground between using exact keyword match and broad match.

Exact phrase match can be too restrictive, especially given that a vast number of search engine users are typing highly-descriptive, long-tail keyword queries.

Broad match is typically far too broad and can result in unwanted impressions and clicks. For instance, Google might trigger your PPC ad targeting red wagon for keyword query like 2011 burgundy subaru wagon for sale.

So what is modified broad match bidding?

Simple.

When implementing your keyword bids, you put a "+" symbol directly in front of the words that must be used in a search query to trigger your ad. Take a look at the image.

I bid on the keyword +acu +jacket (a particular type of camouflage military jacket for U.S. Army personnel) using modified broad match. My ad will trigger if someone searches army acu jacket or acu jacket for sale.

Unlike using exact match [acu jacket] which will only trigger my ad when people search acu jacket and only that two word phrase, modified broad match ensures that I capture related long-tail search queries.

However, it's good to have a blend of exact and modified broad match. This will help you capture desired ad exposure while promoting optimal quality scores.

Be Sure to Do Some Negative Keyword Research

Even with modified broad match keyword bidding, you're bound to get some unwanted expsoure. Using the example from above, my ad will appear for keywords like acu jacket regulations or where to sell my acu jacket. For this reason, I will want to conduct some negative keyword research, and add these unwanted variations in the negative keyword list.

There are couple places you can find negative keywords. I describe this process in this insightful article.

Start experimenting with modified broad match with your PPC campaigns. It's a pretty cool bidding strategy that can really help you make the most of your paid search marketing efforts. If you have any questions, let me know in the comments section below, or shoot me an email at tyler(at)clickcentricseo.com.

This blog post was written by Tyler Tafelsky, lead ecommerce SEO and PPC specialist here at Click Centric SEO. Tyler spearheads PPC advertising campaigns for a number of ecommerce brands and offers over five years of experience in search marketing. To keep in touch, connect with Tyler on Google+.

5 Ecommerce PPC Tips to Advance Your Google AdWords Campaign

Learning the in's and out's of Google AdWords can seem like an ongoing endeavor. And to an extent, it is.

AdWords PPC TIps for Ecommerce

In an ecommerce context, PPC advertising can get really cumbersome. It's critical to be both properly educated and highly organized to make the most of your ecommerce PPC expenditure. 

In this article, I hope educate and inspire you to become a more proficient AdWords advertiser. Below I share five ecommerce PPC tips that reflect the knowledge and wisdom I have absorbed from my search marketing mentors.

And although these are ecommerce PPC tips, you can leverage these techniques for almost any AdWords campaign.

1. Split-Test Ad Copy, Relentlessly

One of the most common things I notice when optimizing AdWords accounts is that most PPC advertisers will only create one ad for each ad group. This poses significant limitations because ad copy has an immense impact on click-through rates (CTR).

Don't be lazy. Make the effort to split-test multiple ads for each ad group (ideally three to five ads.)

Try writing a slightly different headline for some ads, and perhaps a few minor variations in the supportive copy and URL extension. The key is to keep very organized with your split-tests and make incremental changes that can be gauged by performance.

One thing you must do when split-testing ad copy is adjust the campaign settings to rotate your ads to display evenly. This can be found near the bottom of the "Settings" tab under section titled "Advanced Settings" (see screen shot below.)

Ecommerce PPC TIps for Ad Rotation

Although Google claims that this option is "Not recommended for most advertisers," simply ignore this and carry on. Choosing this option will ensure that your ads receive equal exposure, and thus enabling you to determine the ad copy that gets the highest CTR.

I like to maintain a spreadsheet that keeps track of my PPC split-tests. In the spreadsheet I note specific changes I make, in addition to the time-frame and performance metrics of each ad. It's also important to make alterations to ads only after they have received adequate exposure (or have earned "statistical relevancy.") In other words, don't assume your ad copy sucks if you've received no clicks after 50 impressions.

2. Create Keyword-Specific Ad Groups

This is perhaps the most important tip for ecommerce PPC advertisers:

Create your ad groups around very, very closely related keywords.

The more narrow and specific you can get with each ad group, the more targeted your ads will be. Here is an example:

Ecommerce PPC TIps for Ad Grouping

Take a look at how the top ad from TriathleteSport.com is much more targeted compared to the lower ad from TYR.com (the actual brand of the wetsuit.)

The advertisers at TriathleteSport.com clearly have a dedicated ad group for the TYR Freak of Nature Wetsuit. TYR.com might have one ad group (and thus one ad) serving a number of overlapping keyword searches.

A good ecommerce PPC strategy for building campaigns and ad groups in AdWords is to think of brands (or product categories) as campaigns, and specific products or models as ad groups.

Create specific campaigns for each brand or product category that your online store has to offer. From each branded campaign, you can develop highly specific ad groups for each make or model of the given brand.

As a result, you can create focal ads with product/keyword-specific ad copy. Additionally, you can make strategic use of Ad Extensions per each campaign.

3. Employ Ad Extensions, Like a Boss

If your campaigns and ad groups are all structured as mentioned above, you can then employ Ad Extensions with immense creativity.

Ad Extensions offer many (and free) opportunities to make your ads pop and stand-out from the clutter. Additionally, you can use certain Ad Extensions to support other online marketing strategies.

Ecommerce PPC TIps for Ad Extensions

A few ecommerce PPC tips for using Ad Extensions are:

  • using SiteLinks to include product-specific links in ads that target more general keywords for brands or product categories (e.g. have SiteLinks to the top selling models of shoes ["Nike Flex Run iD"] in an ad that's triggered for a more broad keyword search ["Nike Running Shoes"].)
  • leveraging Social Extensions to show-off social authority and brand credibility. The ad will display how many Google +1's your ecommerce store has, thus increasing the level of trust shoppers have in your brand.
  • taking advantage of Location Extensions if you operate a big-box retail brand or an online store that has a tangible location. This technique is highly effective for local boutiques that want to advertise their products to a geographically-confined market space.

Many Ad Extensions can be used in conjunction with one another. This can significantly increase the real estate and click-through rates of your ads. To learn more about using various Ad Extension, check-out this Google Support page on the topic.

4. Use "Modified Broad Match" Keyword Bidding

When exact match is to narrow and restrictive (with respect to long-tail keyword searches) and broad match is just too general, try modified broad match bidding.

With modified broad match, you place a "+" symbol directly in front of the keywords that must be used in a searcher’s query in order to trigger your ads. This tip is highly effective for ecommerce PPC advertisers who are bidding on product-specific keywords the pose numerous search variations.

For example, if we bid on the keyword phrase +mens +saucony +guide (a popular running shoe,) those three words must be included in a searcher's keyword query for our ad to be displayed. This enables us to capture detailed long-tail searches like Saucony Guide 6 GTX for Men as well as Mens Saucony Progrid Guide Shoes.

Using modified broad match bidding also makes it a bit easier to do negative keyword research for select ad groups (which we cover in the next section.)

5. Know Where to do Negative Keyword Research

Hopefully you understand what negative keywords are and how to implement them in your Google AdWords campaigns. (If you do not, read this article on the subject.)

To get to the good stuff, below are my two favorite resources for doing negative keyword research:

  • The "Search Terms" feature under the Dimensions tab in AdWords - Search terms reveals the history of keyword phrases that have triggered your ads. Here you can pinpoint which unwanted variations to include in the negative keyword list. (For more insights on this, check out this blog post all about using Search Terms.)
  • Google Suggested Search (or "Auto-complete") - Open up Google search and start typing the keyword phrase you are bidding on. Often times Google will suggest keywords that not what you want triggering your ads. These negatives often include variations like "reviews," "kids," or "discounts."

The Last Word

Although most of these ecommerce PPC tips focus on Google AdWords, you can apply many of these PPC tips to Bing's AdCenter, as well as other advertising platforms. For more insights about AdWords optimization and campaign management, join this community on Google Plus.

 

Tyler Tafelsky PPC EcommerceAbout the Author:
Tyler Tafelsky is search marketing specialist who spearheads the SEO and PPC campaign here at Click Centric SEO. Tyler is well-versed in multiple facets of digital marketing and branding, including organic SEO, PPC advertising, social media and content marketing. Keep in touch with Tyler by following him on Twitter.

AdWords Ad Extensions Tips for Ecommerce PPC Advertising

The ad extensions feature in Google AdWords is must-utilize for ecommerce PPC advertisers. Not do ad extensions help to enhance the appearance and coverage of an ad, but they are also free to implement.

It's important to understand how use AdWords ad extensions appropriately, especially if you're doing paid search advertising for an ecommerce site. There are five main ad extensions that you can leverage for you PPC campaigns. These include:

  • Location Extensions
  • Product Extensions
  • Call Extensions
  • Sitelinks Extensions
  • Social Extensions

In this article, we are only going to focus on the three most ecommerce-relevant ad extensions. These are product, sitelinks, and social extensions.

Prelude to Using PPC Ad Extensions

First and foremost, it's imperative to understand that ad extensions are implemented on a campaign-wide basis. This is important to keep in mind because PPC campaigns are often times set-up with only a couple campaigns containing a number of vastly different ad groups.

Like ecommerce PPC management as whole, you want to be a specific and targeted as possible. Before implementing any ad extensions (particularly sitelinks or product extensions,) make sure that it will make sense across all ad groups in the campaign. If not, you may need to do some PPC optimization or campaign segmentation.

Tip for Using Product Extensions

Product extensions are one of the most powerful options for ecommerce PPC advertisers. These ad extensions are not to be confused with Google Shopping Listings, which are often seen in the top right of the Google search results.

Product extensions are ideal for more branded keyword-based PPC campaigns (not so much campaigns targeting specific products.) The idea is, when a Google users searches for a certain brand or product category of that brand, you as the PPC advertiser can leverage product extensions to offer them more specific options.

Take advantage of product extensions for popular, top selling items. This can drastically facilitate sales by minimized the conversion funnel. Think of like this: if the user clicks on a product extensions link, they are mostly likely interested in purchasing that exact product.

Tip for Using Sitelinks Extensions

Sitelinks offer endless opportunities to get creative with the presentation of your ads. You can use sitelinks in a similar manner as product extensions by taking Google users to more specific landing pages. However instead of adding sitelinks for products, you can leverage promotions, such as clearance or seasonal sales.

What's great about sitelinks is that they offer tremendously flexibility for ecommerce PPC campaigns. Additionally, sitelinks can help expand your ad's real estate coverage in the paid search listings. It is important ensure that you're bidding enough so that your ads are seen in the top, premium listings (typically top 3 ad spots.) Ads that are not in the premium listings will no be able to show the sitelinks.

Tip for Using Social Extensions

Social extensions are connected to an ecommerce store's Google Plus page. This extensions is very powerful for brands that have a strong Google Plus following. If your ecommerce site doesn't have very many followers, the impact is less powerful.

With social extensions, the ad will simply shows how many people have +1'd the brand's Google Plus page. What's nice about this ad extension is that you can use it make side-column (non-premium) ads standout more in the search results. Social extensions will also give your ecommerce store an added level of credibility by showing how many people have endorsed your business on Google Plus.

By taking advantage of AdWords ad extensions, you can leverage a powerful tool to help maximize your search exposure while increasing the effectiveness and conversion potential of your ecommerce PPC campaigns. It's great feature for web presence optimization and bring about the outcome for you paid search advertising efforts.

How to Use Google AdWords "Enhanced Sitelinks" to Bolster Paid Search Performance

The sitelinks extension in Google AdWords is a powerful way to help maximize the real estate of your paid search ads. In essence, the sitelinks extension enables paid search advertisers to display links to certain pages within the website.

During the early stages of testing, Google claimed that ads that included sitelinks experienced an average of 30% greater click-through rates. Additionally, for more broad-based keyword targets, sitelinks can also help facilitate conversions by taking users to a more specific landing page (a big bonus for ecommerce advertisers.)

The advantages of using sitelinks continue to grow. Now, Google will display "enhanced sitelinks" on select keyword searches that are very relevant to the advertiser.

Currently, enhanced sitelinks are automatically generated by Google, so they may vary in appearance. Nonetheless, you'll want to take advantage of sitelinks and try testing this Google AdWords ad extension. Below I show you how to do it.

Setting-Up Sitelinks Extension

Upon creating a new campaign, you'll want to enable the checkbox under the section "Ad extensions" that reads, "Sitelinks: Extend my ads with links to sections of my site."

For existing campaigns, click into the "Ad extensions" tab in the main AdWords interface of the campaign. Next, choose to view the Sitelinks extension, and proceed to set-up a "new extension."

Each sitelink that you implement should have a unique landing page, in addition to having one ad to match each sitelink. In order for the sitelinks to work properly, users must omit the "http" when entering URL's.

Depending on how keyword relevant the query is to the site, ads may display two, four, or six sitelinks. Mobile ads will show a maximum of two sitelinks.

Google suggests keeping the text for each sitelink short and concise to maximize the number of links that can be displayed in each ad.

Last Word on Enhanced Sitelinks

Enhanced sitelinks are in their early stages of adoption amongst advertiser. They will only appear in ads that are directly above the organic search results, otherwise known as the premium placements.

Paid search advertisers can increase the likelihood that their enhanced sitelinks will be displayed by improving their Quality Scores and/or increases their max bid. Stay tuned for more insights and strategies on leveraging sitelinks and other ad extensions in Google.

How to do Negative Keyword Research for PPC Advertising

Whether you're an ecommerce paid search expert or a newbie to PPC advertising, learning how to do negative keyword research can help minimize unwanted clicks while maximizing return on ad spend (ROAS).

For ecommerce PPC advertising, adding a few negative keywords can drastically improve a campaign's efficiency. Because ecommerce PPC campaigns are often composed of tons of ad groups spread out over hundreds of products and categories, small discoveries can have a momentous impact.

In this article, I will share with you some insightful tips to do negative keyword research and how make your paid search expenditure more cost-effective.

Negative Keyword Research via AdWords

Negative keyword research is just as critical as the initial keyword research that starts the campaign. For product keywords, pinpointing negative keywords is key to ensure ad spend is invested in the right variations.

Adding negative keywords to your AdWords campaigns and ad groups tells Google which keyword variations you do not want triggering your ads. For example, if you sell 'mens swimming goggles,' you may want to add the negative keywords 'free' or 'reviews' to ensure your ads are not triggered under searches for "free mens swimming goggles" or "mens swimming goggles reviews."

If you are using broad, modified-broad, or phrase match keyword bidding, you'll need to determine which keyword variations are causing unwanted impressions and clicks. To do this, click the "Dimensions" tab in the AdWords interface (while in a certain campaign or ad group.)

In the filter option under the Dimensions tab, select "Search Terms." Here you'll see a list of the keyword phrases that have triggered your ads over given period of time (which is can be adjusted in the top right of the AdWords interface.)

This keyword data can be extremely enlightening, and often times shocking. The shock is primarily due to Google's definition of "broad match" - leading many PPC advertisers to use only exact phrase match or modified broad match. Once you've found unwanted keyword variations under the Search Terms option, you can add these keywords as negatives, under the "Keywords" tab. The negative keyword list is located at the bottom of the Keywords tab, underneath the actual keyword list.

You can add negative keywords on ad group or campaign basis. One of the best ways to add negative keywords appropriately is to implement the unwanted variations as a phrase or exact match. So if we wanted to eliminate all variations surrounding "free," we'd simply add the word free in quotes. This way, any keyword phrase that is searched with the word free would not trigger our ad.

After doing some negative keyword research, you may come to find out that broad match bidding is too ambiguous (and thus costly) for your ecommerce PPC efforts. Because broad match semantics are often extremely broad according to Google, you may want to pursue more precise bidding techniques.

Negative Keyword Research via Google Search

Another way to pinpoint unwanted keyword variations is through Google Search, specifically Google's suggested search or 'autocomplete' feature. As you go to type any keyword query, Google provides more specific recommendations based on popular search trends. These suggestions can offer insights as to which keywords you'll want to add to your campaign's negative keyword list.

For example, the suggested long-tail keywords that Google offers above gives us a good negative keyword insight. Perhaps we don't sell "swimming goggles with nose cover." We will then want to add "nose cover" to our negative keyword list for that particular ad group or campaign. Negative keyword research is something that you can do on regular basis. Just be certain that you're not eliminating keywords that might offer good traffic.

This blog post was contributed by Tyler Tafelsky, ecommerce SEO and PPC specialist. Connect with Tyler on Google+

 

 

 

Using Google Suggested Search (Autocomplete) for SEO Keyword Research

When it comes to on-page SEO for ecommerce sites, optimizing for the right keyword is paramount. Ecommerce sites face an extra degree of difficulty when it comes to product-related keywords. This is primarily because product-related keywords are known to be profitable, and many marketers are investing heavily to be found on those keywords.

As a result of the keyword competitiveness found in various ecommerce markets, smart SEO's are going after more specific, long-tail search terms. So instead of optimizing an online shoe store for 'Saucony running shoes' (which is extremely competitive,) a more precise keyword target that might actually lead to high rankings is "Saucony progrid guide 3 womens running shoe," (assuming the online store carries such shoes.)

How did I come up with that lengthy, seven-word target? By using Google's suggested search feature, or autocomplete

As you start typing "Saucony progrid guide," Google suggests the Progrid models 3, 4, or 5. After following through with a model number, gender is often the next filter suggested by Google. Based on our shoe store's "inventory," we will know that "Saucony progrid guide 3 womens" is our primary keyword target, with "running shoes" as the secondary long-tail target.

In a competitive keyword category, this keyword research strategy is highly effective to gain insight on the searching behaviors of common Google users.

Use Google Suggested Search for PPC Keyword Research

Using the Google autocomplete feature is also a great way to target keywords for ecommerce PPC advertising. In any ecommerce PPC campaign, typically the more keyword-specific you can get with your ad groups, the better. By utilizing suggested search, advertisers can bid with precision on highly targeted keywords using creative bidding strategies like modified broad match.

Using the above example, we could bid on dedicated ad group for the keyword phrase "+saucony +guide +3 +womens." (Using plus signs in front of keywords is modified broad match - a highly efficient form of bidding.) The only way our ad will trigger is if all of those keywords are used in a search query.

Based on the competition in the image above, we could apply some superb PPC strategies to really stand out from lazy competitors above (except for the one at the bottom.) Spread this bidding strategy across an entire product line, and you have yourself a very powerful AdWords campaign with highly focused ad groups.

Now can you create more relevant ad copy, but your quality scores are typically lower, resulting in lower bid prices. Additionally, you can make better use of Google's Ad Extensions features, which really spruce-up the ad at no additional cost.


 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO. Connect with Tyler on Google+".

PPC vs. SEO: Which is Better for Ecommerce Internet Marketing?

The competition in ecommerce search marketing increases with each year. Nearly every corner of online business contains a blend of players with both advertising skills and deep pockets. Below is one example of the dense variety of retailers all trying to increase their visibility on the web.

So a sports retailer sells gear and memorabilia in all the major sports (basketball, baseball, football, hockey, golf, etc.) over the web. How do you market the products and compete with all the other big boys? Any query for every type of sports gear is filled with big-budget national retailers that dominate both paid and organic listings.

PPC advertising is one way to attain high search engine exposure. However, at nearly $1 per click for an exact phrase match like [mens baseball cleats], it’s easy to see how the expenses can add up in PPC advertising. The other main option is to target search engine optimization. The goal with SEO is to earn a top spot on the keyword phrase.

The chances of reaching a top spot are hard to predict because of the amount of strong competition. Not to mention SEO takes a lot of blood, sweat and tears. In the end, what should a retailer decide when exploring the possibilities of ecommerce Internet marketing? Is SEO or PPC the answer?

Long-tail Insights Are the Key

Search engine users are more precise with their keyword phrases than ever these days. The habit of Internet consumers is to search a long-tail keyword phrase reflecting the particular product they’re seeking. Simply put, the phrase will include three or more words specifying a product, such as “louisville slugger genesis” or “louisville slugger genesis baseball bag.”

Knowing the tendencies of long-tail search is critical for ecommerce SEO as well as PPC, particularly with limited budgets and close competition. Google’s Instant feature is an ideal tool to increase your scope on these trends with relation to your ecommerce website’s keyword-targeted-phrases. From the results given by Google Instant, it seems like “louisville slugger genesis wheeled bag” is a long-tail keyword worth targeting.

We can create highly-targeted ads specifically for this equipment bag as a means of ecommerce PPC. By doing so, our ad has a chance to stand out from the rest. The headline of “Louisville Slugger Genesis Wheeled Bag” may pertain to searches more than the average “Louisville Slugger Genesis.” For retailers with a limited advertising budget, testing ecommerce PPC waters with long-tail keyword targeting is a smart move. Bid on keywords using only [exact phrase match] to start.

You can also use modified broad match to capture anything relevant that included any of your specified terms. Bidding on a keyword phrase using the modified broad match might look similar to this +Louisville +Slugger +Genesis. This bidding strategy will only trigger your ads when each of those three words are used in a query.

Using Ecommerce PPC to Test SEO Keywords

Search engine optimization is a lengthy endeavor, so it’s important that the chosen keyword targets produce sales. It’s great if we can accomplish a top keyword ranking, but the real goal is conversions. Without the conversions, the SEO campaign’s a bust.

One of the most effective strategies in ecommerce Internet marketing is to use PPC to test the sales of a variety of potential keywords before optimizing for them with SEO. For huge online retailers with endless products, PPC can be one of the best testing procedures for search engine optimization. Typically if a keyword produces sales in PPC advertising, then it will most likely convert organic SEO traffic. The point here is to highlight the keywords that produce the most sales via PPC and decide which of those keywords should be used for ecommerce SEO.

If a keyword is new and unfamiliar, test it for a while with PPC until the statistics are relevant enough to evaluate its sales and SEO potential. Part of the keyword selection process is taking into consideration how competitive each keyword is and whether or not achieving a top ranking is possible. The organic listings for some keywords are too competitive for ecommerce SEO, no matter how successful a keyword converts from PPC.

Localize Your Campaigns

Some retailers have a local market focus allowing them to set-up ecommerce PPC campaigns targeting specific geographic areas.

This enables marketers to write targeted ads with locally-centered content, like “Product of the Napa Valley” or “Found only in…” These ads will stand out from generic keyword phrasing cluttering up the SERPs. A lot of times, users are searching for products locally. Their queries might include a geo-modifier, such as “sporting goods in Kalamazoo.”

If you own an ecommerce site, but also have a physical location of business, you definitely want to consider developing a local SEO strategy. The process of geo-optimizing your website is simple. Make sure to mention the city or region your store is located in throughout the content of your site. You can include your store address in the footer for starters.

Also include your geographic target in your URLS, Page Titles and Meta Descriptions of your optimized pages will help your website significantly for geographic matching in local searches.

The idea to localize your ecommerce Internet marketing campaign may seem strange when you’re also trying to sell products on a national level. But if you’re also looking for foot traffic then the decision to locally optimize is a no-brainer.

Socialize the Marketing Campaign

Social media plays a part in pretty much every Internet marketing campaign. When it comes to ecommerce Pay Per Click advertising and organic SEO, social media is the ribbon complementing the gift.

Social media is budget-friendly, extremely interactive and always has the potential to go viral for your ecommerce brand. Think about the viewpoint of your target market. Are they using social media platforms? Which ones?

Facebook and Google + are the most frequented due to their popularity. But a social media campaign goes further than just identifying. Building a following and interacting with your followers in specific ways is how you solidify your campaign.

Social media, if done correctly, can really complement all SEO and PPC efforts. The goal is to build a brand while consistently bringing in traffic to your website. Social media platforms may contribute a little to the SEO effort, but for the most part, social media should be approached with an inbound marketing strategy.

How can you lure a potential customer to your ecommerce site?

The End Result

The most successful search marketing campaigns use a mixture of search engine optimization, pay per click advertising and social media marketing. Email marketing can be important too, but that could be covered in a whole other blog post. Study your target market’s interests and slowly assemble your campaign in a way which will relate to them best. Patience is critical as you make your way into PPC and SEO. Internet marketing for an ecommerce brand is relentless. Know your strategies are effective before pouring too much time and money into a campaign.

This article was contributed by Kyle Blasco

7 Impactful Ecommerce PPC Strategies

Managing a PPC campaign for an ecommerce site can be a cumbersome endeavor. In addition to keeping everything organized, ecommerce advertisers battle a lot of clutter in the paid search arena. With big budget retailers dominating the playing field, it's now more challenging than ever to stand out in the SERPs.

Building a well-structured campaign and employing the right ecommerce PPC strategies is paramount for success. Regardless of your business type, budget size, and overall competition, there are a number of techniques to make your ads more effective. Below we highlight seven effective strategies for ecommerce PPC advertising.

Peel n' Stick

Ecommerce PPC - Peel n StickAd groups typically perform optimally when they include a very narrow grouping of highly similar keyword targets.

One of the biggest faults Pay Per Click advertisers make is cramming far too many keywords in a single ad group. Attempting to cover several different keywords with one ad results in numerous inefficiencies. When this appears to be the case, the keywords in an ad groups can be further segmented, or in other words, peel n' stick can be employed.

Coined by marketing specialist Perry Marshall, the peel n' stick strategy involves taking a poor performing keyword and putting it in another more relevant ad group (or creating a new one.) Good peel n' stick opportunities are typically found in keywords with low quality scores.

For ecommerce PPC, this might be a keyword that represent product variation, such as a specific model that's worthy of a new ad group. Often times when a weak keyword is placed in a different yet more relevant ad group, the quality score will increase. Similarly, a new, more targeted ad can be written.

Split-Testing

Ad copy is an often overlooked component when optimizing a PPC campaign for better performance. Not only can the content of your PPC ads impact quality scores, but ad copy influences how well users respond to your ads (measured by click-through rate or "CTR"). It is thus important that you split-test several ads per ad group.

Try running 2-5 ad variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it makes more sense to split-test 3-5 ads, as opposed to just 2. By including the primary keywords of an ad group in the ad copy, the improved contextual relevancy helps to increase quality score.

PPC Split TestingFor this reason, it's beneficial to use all or some of the keyword phrase in the copy. Trying using multiple variations in your ad copy. One effective strategy is using Dynamic Keyword Insertion (shown in the middle ad in the image.)

Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches.

When using dynamic keyword insertion, you include a unique string in the headline like so: Ad Headline = {KeyWord:Kids Army Uniform} If a user's search query is more than 25 characters long (exceeding the headline's character limit,) the alternative phrase "Kids Army Uniform" will be displayed.

This strategy is highly effective in improving both CTR as well as quality score, especially for AdWords PPC campaign management. Just be careful using this strategy, for your competitors maybe doing the same thing. This is particularly common for competitive, product-related keywords where there's a number of big budget advertisers.

Ad Copywriting

Successful PPC ads will include three important elements to promote greater click-through rates (CTR). These include:

  • Offer - what's the product you're offering
  • Value - why buying from your ecommerce store is beneficial
  • Proposition - what kind of action the user should take

The offer is almost always a given and is typically included in the copy naturally. The value and proposition of the ad are the elements that most often go overlooked. The proposition is simply a call-to-action, or a verb of some kind. A few of the most common for ecommerce PPC is "Shop," "Buy," and "Save." Get creative and try more appealing verbs like "Discover," "Gain," or "Realize."

Express value in your ad copy is one of the greatest challenges of copywriting. Paid search ads have limited character space which makes it difficult to sum-up the unique benefits and qualities. Some of the most obvious and over-used examples are "Free Shipping" or "100% Money Back."

In some instances, taking a more emotional approach can be highly effective. Take the time to learn about the product your advertising and its target market. Knowledge is the best sources for great ideas for ad copy.

AdWords Ad Extensions: Product Extensions

A powerful PPC advertising strategy that can significantly help improve CTR is using ad extensions in Google AdWords. Ad extensions are simple enhancements that can greater improve the presentation of your paid ads.

Keep in mind that ad extensions influence an entire campaign (not per ad group,) so any ad extension you implement will impact all ad groups within that campaign. One of the best ad extensions for ecommerce PPC is product extensions. Using this extension will show an image for the specific product being advertised.

For competitive keywords, this strategy can really make your ads stand out from the clutter. In fact, eye-tracking studies have shown that product extensions are among the most effective techniques to capture the attention of Ecommerce PPC Product Extensionssearch engine users.

To use product extensions, you'll need to set-up a Google Merchant Center account. This is basis for Google's shopping results which display in the top right side of the search engine results. After this account is established, you can sync your AdWords account with your Google Merchant Center account to start using this excellent extension.

AdWords Ad Extensions: SiteLinks

Ecommerce PPC Sitelinks Extension

Another effective ad extension is using Sitelinks. With this extension you can include links in your PPC ad that take users to specific pages of your ecommerce site. Not only can this help make your ads appear more prominent in the search results, but sitelinks can help facilitate conversions on broad keywords like "triathlon wetsuits."

In a campaign like this, you ad sitelinks to men's or women's wetsuits or perhaps certain brands. Utilizing the sitelinks ad extension can also contribute to greater usability by minimizing your conversion funnels.

Keyword Bidding

PPC Keyword Bidding StrategiesA great method to make your paid advertising more efficient is employing keyword bidding strategies like modified broad match. Unlike broad, "phrase," or [exact] phrase match bidding, modified broad match uses a "+" symbol in front of keywords that must be included in the user's search query for your ad to appear.

For instance, if we bid on the keyword phrase +access +control +systems, those three words must be used in a user's search query for our ad to be shown. (So the keyword phrase "access control systems for banks" would trigger the ad, however "security access system" would not.)

This bidding strategy can help ensure that you ads are being shown when users search long-tail keywords or phrases with greater detail. Another advantage of using modified broad match is that the cost per click (CPC) for some keyword combinations is significantly lower.

You can try using creative bidding strategies like security +access +control. By leaving "security" as a broad match (no "+" symbol,) our ad may display for searches like "surveillance access control" because "security" and "surveillance" are closely related with respect to Google's broad match standards.

Remarketing via the GDN

Have you ever visited a product page on an ecommerce site (did not make a purchase) and later while browsing other websites (or even watching a YouTube video) noticed ads being served of that same ecommerce store?

That's called remarketing, or advertising to market segments that may have had some previous contact with your brand. However, instead of using Google Search, the most effective remarketing channel is using the Google Display Network or GDN. 

Remarketing via the GDN is a bit unique compared to traditional paid search advertising. As an advertiser, you need keep in mind that those individuals being served display ads are not actively shopping like they are using Google search.

Remarketing is the strategic process of serving a follow-up ad to someone who has already connected with your site. This practice, although very powerful, can sometimes appear intrusive, so it's important to use this approach in moderation. Google has recently unveiled some new features in Google Analytics for remarketing.

In essence, Google has made it more efficient to create highly targeted customer lists and run ads to these individuals.

Summary

Depending on the size and nature of your online store, ecommerce Pay Per Click advertising can be a complex undertaking. In addition, to properly structuring your campaigns and ad groups, developing effective strategies for ecommerce PPC is essential to thrive amongst your competitors. We hope that these seven strategies will help you stand out from the crowd and start realizing greater return on ad spend.

 

This article written by Tyler Tafelsky, one of our Ecommerce SEO Specialists here at ClickCentric SEO.

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