Below is an overview of the top level stats from Google for queries, impressions, clicks and ad depth for the B2B eCommerce industry in Q4 2020, compared to Q4 2019. You can access the full Google trends report here.
Q4 2020 and YoY growth – vs Q4 2019:
Click here to read the full report
With an increase in queries, impressions and clicks, especially on mobile, it’s time to get clever with your advertising so that you can capture as much of this extra traffic as possible. Here are some tips from our PPC team as to how you can do just that:
Ad extensions are a great way to make your ads more visible in the search results and drive traffic to specific pages or products. There are loads to choose from, such as location extensions to get people to visit your premises (if you have one), callout extensions to promote messaging such as 24/7 customer support, affiliate extensions to help people find places they’re able to purchase your products, and so on.
Check out our guide to ad extensions here.
With a 33% increase in mobile searches and a 105% increase in clicks, having a great mobile experience has never been more important. Make sure your website is mobile-friendly (we can help with this if you’re unsure) as this not only makes customers happy when they’re on your website but can also positively impact your PPC quality score.
Consumer behaviour has changed significantly over the last 12 months so make sure you’re aware of the latest keyword trends and constantly evolve your campaigns to match. Think about how your customers search and how they’re specifying their queries to pinpoint the orders they need.
As bulk sellers, you don’t really want your ads to appear when individuals are searching for one-offs, and by using negative keywords you can prevent this from happening. Eg. you could add small weights as negative keywords that suggest these are consumer queries, not B2B.
By adding custom labels to your shopping feed, you can set bids for specific items or groups of products. This means you can increase bids on your highest-profit products or end of season stock that you want to clear, or you can adapt your bids in relation to seasonal trends.
Get more B2B eCommerce PPC advice here
Talk to our SEO and PPC experts today! Call us on 02392 830281 or drop us your details and we’ll call you.
Michelle joined Vertical Leap in 2011 as Marketing Manager, having spent the previous 15 years of her marketing career in the recruitment, leisure and printing industries. Her passions include dogs, yoga, walking, cycling, the beach, mountains and tapas.
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