CREATING A ppc marketing STRATEGY For an Ecommerce Store
The creation of a PPC campaign is an absolute science. From writing headlines, ad copy creation, keyword and target market research, understanding the keyword relation to the buying cycle, bid management and campaign management, ppc marketing is comprised of many moving parts. Whether your goal is to drive traffic to your online store or generate conversions, PPC is a great method to jumpstart your marketing campaign.
The first step in setting up a PPC campaign involves understanding your customers, your products, and what your customers want and expect throughout their buying journey. Then, we design a customized advertising campaign that meets the goals of your online business.
Throughout this process, you can be as involved in the planning and tracking of your campaigns as you would like. Maybe you don’t care how we get the results, so long as the needle is moving. That’s okay, we get it and we won’t force the details on you. However, if you want to know the specifics, we are more than happy to dig into the data and geek out.
A PPC Marketing Strategy can include the following processes:
- Product and industry analysis
- Google AdWords configuration
- Facebook Ads Manager configuration
- Pinterest Business Account configuration
- Keyword research
- Ad copy creation
- Bid management
- Ongoing ad optimization
- Ongoing campaign optimization
PPC is the fine balance of pulling the correct levers at the correct time and not hesitating to pivot when you see data trends occurring. It’s nonstop A/B testing, constant tweaking of the dials and tracking the impact of each of those changes. Ad optimization is always ongoing and is dictated by the wealth of data that the advertising platforms provide.
Ad optimization, in its simplest form, is:
- Rewriting ad copy
- Changing or creating new landing pages
- Refining targeted keywords
- Raising/lowering bids for keywords
- Creating new ads
- Changing visuals
Constant data analysis allows us to optimize campaigns based on past and current conversion data. Campaigns can be optimized to target potential customers during a specific day of the week, during only certain hours of the day, in a specific city on a specific device! The level specificity that PPC advertising allows is endless and we leverage and access the data daily.
Campaign optimization is a vital component of the advertising strategy and, when done correctly, will quickly lower your cost-per-click, improve click-through-rates, improve ad Quality Scores, and, ultimately, lower your cost-per-acquisition or cost-per-conversion.
Campaign optimization, much like ad optimization, is ongoing throughout the entirety of a PPC campaign. In short, campaign optimization includes:
- Changing the campaign display schedule based on time period comparisons
- Adjusting maximum cost-per-click based on previous conversion data
- Adding “Call Extensions” to existing campaigns
- Adding “Sitelinks”
- Adjusting campaign budgets