Despite businesses opening back up, it looks like the digital ecomm revolution is here to stay. With internet sales accounting for more than a quarter of traditional sales this figure is only set to rise as people look for more convenient shopping solutions.
If you own or manage an ecomm business and are looking to capitalize on this ever-growing market and are yet to instigate a pay-per-click (PPC) strategy, then it’s time you gave it some serious consideration.
What Is PPC?
PPC is a form of internet marketing. It works by advertisers paying a fee each time one of their ads is clicked. Whilst many companies are only starting to realize the power of PPC, this advertising model has actually been around since 1996. Traditionally used on search engines, social media platforms like Facebook and Instagram are now harnessing the power of PPC.
PPC on a search engine allows advertisers to bid for ad placement in a search engine’s sponsored links when someone searches a particular keyword or phrase. Ultimately, a successful PPC campaign will negate the amount spent on PPC because the level of traffic and subsequent conversions should make it a profitable investment.
Benefits Of PPC
There are a number of benefits to using PPC including:
- Attract visitors who have actively been searching for your goods or services
- Improve keyword rankings and therefore website traffic
- See what your target users are searching for and create a campaign that continues to attract them
- Understand the needs and behaviours of your leads more
- Grow your database
How To Utilise On A Practical Level
There are a number of ways you can implement a PPC strategy. Try one or two or a combination and find what works for you. If you’re not getting the results you wanted, you should try and change things every few months.
- Keyword expansion: Think about using a wider and deeper range of keywords. Often companies don’t see the results because they’re using generic words and phrases that a number of other businesses use. By going wider and deeper you’re more likely to get the users who are actually looking for the specific goods or service you’re offering – and therefore you’re more likely to get the conversion.
- Keep analysing your campaigns: Once you’ve set up a campaign you can’t just leave it and hope for the best. Actively looking over your current campaigns and comparing them with competitors, you may find opportunities that you’d previously missed or just weren’t right at the time. You could think about introducing banner ads or testing retargeting campaigns too.
- Try new platforms: You might think that sticking to a search engine for your PPC strategy will harbour the best results, but recent figures show that people are more likely to be swayed by users on social platforms like TikTok and Instagram. You’ll also find that you have a lot less competition when you run a PPC campaign on social channels as many businesses have yet to make a real switch.
- Test new offer types: Everyone loves an offer, so why not try it on your PPC? A great way to increase your conversion is to offer your traffic something a little different. This can be anything from a free trial to a free download. Think outside the box – and also think how you can capture email addresses for future email campaigns.
If you are interested in even more business-related articles and information from us here at Bit Rebels, then we have a lot to choose from.