Running PPC for eCommerce is the perfect way to get your business in front of customers conducting highly-commercial searches with “buy”, “order” and “purchase” keywords – the ones that are tough to rank for as a multi-brand business.
Our eCommerce team is highly skilled at eCommerce PPC management, whether you’re at the start of your PPC journey or want to optimise large scale campaigns for maximum return-on-ad-spend. As a trusted eCommerce PPC agency and certified partners with Google, Microsoft, Amazon and Facebook, we will help you increase sales whilst minimising wasted spend across all of your campaigns.
With the help of Apollo Insights, our proprietary machine learning software, we are able to collate and analyse huge amounts of data and use it to develop comprehensive audience profiles, set up granular targeting campaigns and pinpoint the most valuable keywords to pursue.
Once we have a thorough understanding of your business data and goals, our specialists develop the optimal path for meeting those goals. We can suggest the best ad formats and the best platforms to pursue, run test cases and report on all the results.
Successful PPC for eCommerce requires on-going management and optimisation. Our eCommerce PPC management team will be constantly active in the background, adjusting your campaigns as new performance data becomes available. Every penny from your budget will be made to work as hard as possible.
Amazon Advertising, eBay Ads and Google Shopping campaigns are the big three names in eCommerce advertising and they specialise in targeting shoppers who are ready to buy now. That said, Google Ads, Facebook Ads, Instagram and dozens of other platforms are highly effective at capturing leads during earlier stages of the buying process – eg: research, comparison, browsing, etc.
Advertising costs vary for every business but there’s no reason eCommerce PPC services should be more expensive than the equivalent service for another industry. If you have a large website, campaign management is more complex but eCommerce CPCs (cost-per-click) and CPAs (cost-per-action) are generally among the lowest.
To calculate the ROI of your eCommerce PPC strategy, you divide the revenue generated by your campaigns by the money spent on them and multiply the result by 100% (ROI = revenue / spend x 100%). Calculating ROI at the campaign and ad group level is more complex because users can interact with multiple ads before taking action – so you need an attribution system that passes credit to each interaction.
First, we identify your goals and the best advertising platforms for achieving them. Then, we develop an eCommerce PPC strategy that covers the entire customer cycle, from the first search to the purchase on your website. We manage a system of lead generation, lead nurturing and conversion optimisation to increase the volume of potential customers and maximise the percentage of them making the final purchase.
Considering the high purchase intent of eCommerce PPC platforms and the relatively low costs of managing campaigns on them, the vast majority of online shops will benefit from running ads. No other channel cuts the queue to the very end of the buying process like eCommerce PPC networks so every online store with an advertising budget should test-run some campaigns.
The challenges of PPC for eCommerce vary from one platform to the next but scale is a common issue for large retailers. Managing large product fees, complex websites and campaigns structures is a challenge but automation helps solve a lot of these problems.
Shifting consumer trends and competition are two other common challenges for retailers, which we solve by using big data to track (and predict) trends, allowing us to pre-emptively optimise campaigns – for example, increasing bids ahead of demand surges to maximise visibility and profit ahead of your competitors.
If your digital campaigns are underperforming, our commitment-free health check will reveal powerful insights to help you improve performance.