Posted on 2nd November, 2022

11 Ways To Improve Your PPC Strategy For Your eCommerce Store

Are you trying to improve PPC strategies for your eCommerce business but not sure how? You’ve come to the right place. eCommerce PPC, or pay-per-click advertising, is a digital marketing strategy that promotes businesses and their products through paid ads. We’re a digital marketing agency that specialises in eCommerce PPC strategies. Below you’ll find 11 Ways To Improve Your PPC Strategy For Your eCommerce Store.

1. Great Ads Can't Succeed Without A Great Landing Page

As marketing managers, we’re only as good as our team. The same applies when it comes to ads and the landing page. The ads are only as good as the landing page experience. The ads might be tip top – fully optimised, superb ad copy and the winning formula implemented. But if the customer is then landing on an un-optimised and poorly created landing page – we’re going to run into problems. Ensure the landing page is set up to drive as many actions you wish to complete as possible.


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2. There's A New Kid On The Block

There is a new kid on the block. Well ok, Google have recently launched a new campaign type, named – Performance Max Campaigns. These new campaigns are able to cover all of Google’s channels including: YouTube, Display, Search, Discover, Gmail, and Maps. They use machine learning to serve audiences a relevant ad with an optimal bid to maximise campaign performance. Give this campaign a go and see what it can do for you.


3. Want Year-on-Year Data Next Year? Setup GA4 Today

The GA4 deadline is looming. To ensure you’re able to compare year-on-year data next year, it’s super important to get GA4 live as soon as possible. As of July 2023, Universal Analytics will stop processing the data. You’ll be able to see your UA reports for a period of time after July 2023, however, new data will only flow into Google Analytics 4 properties. Make sure you get ready for the change over.


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4. Check Assisted Conversions For True Oversight

We can often get focused on which marketing channels delivered the final sale. It’s an easy number to present to board level, but it doesn’t show the whole picture and in fact it takes much away from other marketing channels which are having a real impact on the business overall. The way we attribute sales is important. Assisted conversions is a report which shouldn’t be overlooked and is worth discussing during marketing meetings. This provides the bigger picture and is likely to lead to all touchpoints of the customer journey.

5. Enable All Ad Extensions, No Excuses.

There is really no excuse with this one. The campaigns which have been carefully curated can be enhanced with ad extensions. Although it comes down to Google’s discretion whether they are pulled through into the SERPs or not – not setting them up is a crime against PPC. Joking aside, ensure your campaign has all ad extensions enabled with relevant information. Doing so will increase the chances that your campaigns will perform to the best of their ability.


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6. Deciding Which Attribution Model To Adopt

A super important consideration to make when designing any paid ads campaigns is the attribution model you’ll be adopting. Each has their own unique benefits. Here are the options: Last Click, First Click, Linear, Time Decay, Data Driven and Position Based. The decision is ultimately which you feel would work best for your business.

7. Target Keywords With Poor Rankings

Like every business, it’s super important to know your Priority Keywords. These terms are the keywords and phrases that people search when they are ready to buy your products. These should be the backbone of any search strategy. You may have a team working hard on your SEO, but the likelihood that they have all of your most important keywords rankings top is very low. Developing a campaign which specifically targets your most important terms whose visibility is below par in the organic positions will help greatly. With this strategy implemented you’ll now have visibility on your whole range of keywords across SEO and paid search campaigns.


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8. Custom Segments Based On People's Search History

There are a number of different strategies which can be employed when it comes to Display Marketing. Display audiences enable marketers to create custom segments which groups people into an audience based on their search history. It’s then possible to push specific display advertising messages to these people which can be highly tailored to the target audience.

9. Create Custom Audiences For Remarketing

Remarketing can be a powerful tool. We are all aware of strategies which include remarketing to all visitors and those who visited a product or category page. However, there are so many other options too. Within Google Analytics, you’re able to create segment audiences to group people who completed certain actions. For example, people who visited more than 1 category page or product page and also read the “About Us” page are more likely to convert as they should have been exposed to more trust signals than most. This type of segment is warm and therefore could deserve more budget than other remarketing audiences.


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10. Exclude People Who Purchased From All Paid Ads

We all want the most for our budget. Time and time again we see people wasting marketing spend on campaigns and audiences which aren’t as effective as they could be. With paid advertising, we’re paying for visitors and for their sales, each and every time. If somebody has purchased from the store and we have their contact details including email address, then we would argue that this person should be excluded from all paid advertising. There are much more cost effective ways to re-engage that person later on to encourage them to purchase again.

11. Target Audiences Of People Searching For Your Competitors

Custom segments are a superb way to group people in audiences based on their search history. Although it’s possible to group people based on keywords relating to products, it’s also possible to group people who are searching for your competitors too. This type of campaign will require a specific type of messaging to provide people with a reason to choose you over your competitors.

Reach out to our agency for help

Our PPC Sheffield team has extensive knowledge of various PPC strategies. Reach out to us if your business needs help. Our services include various Marketing Channels such as SEO, PPC, Email Marketing, and Social Media Ads.

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