Reasons why using PPC for ecommerce is a smart move

By Stan Welman-Williams
April 27, 2022
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So last time I looked at shopping campaigns and the 3 different sorts of shopping campaigns that you can use: Standard, Smart and Performance Max. Now this may seem a little backwards because as you can see from the title, I am going to cover the reasons why using PPC for ecommerce is a smart move.

What will hopefully make the difference for this piece is that I am not just going to cover shopping, but the various different options you have as an ecommerce business across PPC and how each can help you achieve your business goals.

Why should PPC be used as a tool for ecommerce?

So where do we start?

Firstly, ecommerce is data driven, maybe not completely but a lot of it can be boiled down to numbers and that fits perfectly with PPC because… PPC is also data driven and is about numbers. Therefore the strategies fit together nicely and you can track costs, revenue and ROI fairly simply.

Secondly, you can make sure you are spending as little or as large as you like. Your budget is set and Google will keep to that budget quite rigorously (with a few exceptions). You can also change your budget and see how that impacts your campaigns quickly.

This adaptability, not only in budget but across a spectrum of things in PPC, is really useful for ecommerce as your products are likely to be seasonal or even if that’s not the case, you may find that some products fall out of favour or gain favour and you can quickly adjust campaigns to capitalise on this.

Finally, you can get very specific about your products. You can have keywords that relate to a single product, which then triggers an ad about that single product, which then leads to a landing page about that product.

This means that when someone searches for something in particular, you are showing them exactly what they want. They are absolutely primed to purchase. The fact that you can then track this means that you are able to funnel budget to products that perform well or have good margins.

In what ways can you use PPC for ecommerce?

Good question, I’m about to answer that for you.

So we will start with Shopping because I covered that last time which means you should all be pretty aware of it because you’ve all studied it since last time.

Shopping campaigns appear right at the top of the page, include a picture, the brand, the seller and the price – this makes it incredibly easy for users to get a lot of the information they need and make a decision without even clicking. If you are competitive on price then this is a fantastic tool to use. Even if you’re not, it still makes sense to use it so that you can showcase your items.

Easy Garden Irrigation shopping ad

A picture speaks a thousand words, or so they say.

Search campaigns appear under shopping but above the organic listings.

They are triggered by keywords that you input so they can be as broad or as niche as you like. They show a text ad that includes 2 or 3 headlines, and 1 or 2 descriptions. They can also include ad extensions, meaning they take up a lot of space on the Search Engine Results Page.

Google Ad for Easy Garden Irrigation

The fact that they can take up so much space means that you can include a wealth of information including price, USPs, shipping information, calls to action which you can then prime users with for what to expect once they hit the landing page.

Display campaigns show up on Google’s display network (the banners you see around the website), and whilst not as good as Shopping or Search, they are still an incredibly valuable tool for increasing brand awareness and can include images to showcase your brand.

Easy Garden Irrigation 10% off ad

Where display really starts to shine is with remarketing.

This shows display ads to users who have already been on your website; keeping you top of mind and encouraging users to come back to your website. When you add in the inclusion of dynamic remarketing, which can show users products of pages they’ve been on, this ups the engagement as well.

Video campaigns showcase your brand and are typically a little more engaging than typical display campaigns.

You can do a variety of videos which can then show up on YouTube as ads before, in the middle or after videos. Similar to Display, they aren’t necessarily as strong as shopping or search ads for gaining conversions, however they are a useful tool for brand awareness and brand loyalty, which all helps when someone eventually does search and sees your shopping or search ads.

Gmail campaigns are the campaigns which you see pop up in Gmail, that show at the top of your inbox.

These, like display, aren’t necessarily the best at gathering conversions but they are typically good if you are running a promotion or have discount offers on. These can also include price and images and will likely become more sophisticated over time.

There are many different things you can do when utilising the above campaigns and a few other types, but all of them are extremely useful when you are running an ecommerce business.

If you’re running well rounded marketing, including SEO, PPC, Social and traditional marketing means like TV or radio, utilising all these things can help your business scale and grow.

So there you have it, the reasons and ways running PPC can be good for ecommerce.

If you found this interesting or are interested in learning more about the ways you can scale and grow your ecommerce business, sign up to The Evergreen Way today!

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