An effective and well-executed Pay-Per-Click (PPC) campaign can help a new online store to quickly increase its customer base. Shopify is an excellent e-Commerce PPC platform. Over 600,000 merchants are today using Shopify. Although Shopify helps to get your marketing up and running, getting the right online traffic and making good sales remains a big challenge for most store owners.
Perhaps the most important thing to keep in mind is that the Pay-Per-Click channel is something you grow and develop over time. There are, however, several (PPC) strategies that will see your online store marketing campaign bring good Return-On-Investment.
Selecting Right Audience & Location
The ultimate goal of your PPC campaign is to drive sales. Before launching your PPC campaign, have a clear definition of the kind of audience you want to target. It doesn’t matter how awesome your product might be, it will only sell if shown to the right categories of audiences.
And it’s not just the right audience; you also need to target people in the right locations. If, for example, you only ship your products to the US east coast, ensure you are not wasting resources and energy targeting those on the west coast.
Integrate Google AdWords & Bing Ads
Create great ads for your campaign that include price points, available discounts and don’t forget strong CTAs. Integrate both AdWords and Bing Ads. This is because while Google AdWords bring better numbers in terms of search customers views, Bing may have a lower cost-per-click.
Social Media Ads
Per-Per-Click models are also applicable to social media advertising. Depending on the chosen media, ads will appear on the timeline or feed of a user. On your part, you pay by Cost-Per-Click (CPC) or Cost-Per-Thousand impressions (CPM). Examples of social media that your ecommerce store can use include Facebook, LinkedIn, Instagram, and even Snapchat.
Tracking & Analytics
A big advantage of PPC ads for ecommerce stores is you get access to real-time data that helps in evaluating campaign effectiveness. Use the analytics to evaluate and monitor the effectiveness of your efforts.
Different from traditional advertising methods where it’s not easy to know the number of prospects who have actually seen your store’s advertising, PPC ads provide you with reliable real-time feedback data. Familiarize yourself with the working of key analytics such as click-through rates, average sales rates, conversion rates, cost-per-acquisition, and of course, ROI.
With Per-Per-Click marketing, you need to commit yourself to constantly improving and testing your campaigns. Test all your PPC marketing aspects including ad copy, design, landing pages, and offers. Testing significantly increases the advertising campaign effectiveness and helps you offer customers relevant information when they need it and at the right time.
Shopify is an outstanding cloud-based online store platform that both existing and new store owners can use to setup e-commerce storefronts. In particular, Pay-per-click offers an invaluable marketing channel for your new store as it gets you qualified traffic. There is, of course, a lot that you need to do to create a profitable and effective PPC ad campaign but with the above basics, your store will be up and running smoothly.