Google AdWords paid search is a great way for your ecommerce site to drive business. However, just because it is effective does not mean that it should be the only channel that your company uses for ecommerce PPC management. You need to diversify and incorporate other paid tools in order to maximize performance. The three types of PPC campaigns described below are great ways to drive traffic quickly to your ecommerce site and get positive ROI.
In its most basic form, remarketing promotes your offers to people who have visited your site or mobile app in the past. Remarketing is extremely effective because it keeps your brand in front of the most important prospects encouraging them to revisit your site and drive them to the point of purchase.
For added impact, you can use dynamic remarketing, which ramps up the user experience by displaying ads based on specific products or pages a prospect has visited in the past. With dynamic remarketing, ads can be customized to show the same products that a prospect browsed on your site before, or added to their shopping cart but did not place an order. Offering an additional incentive to the user in the ads improves results even further.
Remarketing campaigns can also be seasonal or event-driven. Some examples include promoting a summer sale, a new product launch or a Cyber Monday sale.
On Google, results for shopping campaigns (formerly known as product listing ads) show up in a separate box in the top right corner of the page for relevant product searches. They include a picture of the item, description, price, and name of the store on which it is available. According to a recent study, shopping campaigns resulted in a 150 percent increase in click-through rates, 23 percent increase in conversion rates, and 31 percent increase in return on ad spend. With impressive results like this, shopping campaigns make a lot of sense for most e-commerce sites.
Shopping campaigns are not a set it and forget it tool, however. They operate on a cost per click basis and results are shown based on the product names and descriptions in the product catalog supplied to Google. So it’s important to regularly monitor your bids and adjust your product feed. Also, as with AdWords, frequent A/B testing is essential for maximizing results.
Bing has been steadily increasing its search market share since its inception and now accounts for about 20 percent of all search traffic. This is good news for ecommerce marketers because, in most cases, keyword bids are lower in Bing than in Google AdWords. In addition, Bing has ramped up the effectiveness and usability of the platform, and as a result, traffic quality has shot up as well, delivering more qualified visitors to your site.
Bing has a convenient AdWords import tool making it simple to transfer all of your campaigns, ads and keywords from AdWords. Given Bing’s simplicity and relatively low cost, most marketers find it worthwhile to funnel some ad spend to this platform.