Our specialist eCommerce PPC campaigns will attract instant and high-converting customers to your online store. Boost your online sales today!
With the competition in the eCommerce space being the most competitive and ferocious it has ever been, every penny spent on an eCommerce PPC campaign must achieve maximum ROI.
Whether you have a few products or thousands of products, if managed correctly, a high-performing eCommerce PPC campaign can be a highly profitable digital marketing channel.
The problem is that an eCommerce PPC campaign can be very complex and technical to set up. Since search engines have specific eCommerce ad platforms, a unique approach is required to get it right.
Also, due to the sheer number of product and product category-related keywords you can bid on, if they are not targeted correctly, you could blow your budget very quickly and with little return.
The team here at Greyhound Search Marketing have been creating and optimising eCommerce PPC campaigns that drive real results for over 15 years.
Regardless of the eCommerce platform you use, the countries you target, the products you sell, or the number of products in your catalogue, we can create a bespoke eCommerce PPC campaign for your store that maximises ROI on every penny you spend.
On top of this, we deploy unique PPC campaigns specifically designed for eCommerce stores and customers, ensuring your ads are visible and captivating when users search for your products.
Whether you are a startup eCommerce store targeting local audiences or an international eCommerce brand targeting multiple countries and users, our eCommerce PPC campaigns will drive instant, targeted traffic in the most cost-effective way.
Creating an eCommerce PPC campaign that minimises spend and maximises ROI is the holy grail of eCommerce PPC marketing. Below is an insight into the process we use to achieve this goal.
To ensure success in any eCommerce PPC campaign, it is vital to complete a discovery session at the outset.
The main reason for this is that you will not only have the opportunity to meet our team members who will actively manage your eCommerce PPC campaign, but also for our team to become familiar with your business and your team.
This enables efficient collaboration and makes sure everyone is working towards the same goals.
Now that everyone has been introduced to each other and we have an initial understanding of your goals, the next stage is a 'fact-finding' session where we can start to drill deeper into your business, products, industry, customers and competitors.
This fact-finding session is key, as the knowledge and data that come out of it will help underpin the strategy, execution and KPIs of your eCommerce PPC campaign.
Once the fact-finding session is complete, we can then answer any final questions you may have.
It's then just a matter of granting us access to your Google Analytics, Google Ads/Microsoft Ads and Google Merchant accounts.
With the successful conclusion of the discovery session, we can now begin the initial stages of your eCommerce PPC campaign.
The first phase is the 'research' phase, where we conduct in-depth research into your products, industry, competitors, customers and their specific needs.
Suppose you already have an eCommerce PPC campaign running or have had one in the past, but it has since been paused.
In that case, we will also delve deeper into the data and insights from these campaigns to help us understand what has worked, what can be improved and what new opportunities can be implemented.
If you have conversion data available, we will also take a detailed look at this, as it will provide us with unique insights that we can leverage moving forward.
Once the research phase is complete and we have identified all the necessary data and insights, we can then plan your eCommerce PPC strategy accordingly.
Now that we have identified all the data, insights and opportunities, we will create your eCommerce PPC campaign strategy and formulate it into a clear and actionable workflow with all actions prioritised and allocated accordingly.
Our eCommerce PPC campaign workflows are designed to be clear and meaningful, so you know exactly what work will be carried out, why it will be carried out, who owns each task and the impact this work will have on the campaign.
Suppose you are looking to target multiple PPC platforms (Google and Bing) along with different types of ad channels (search, display, video and shopping).
In that case, we will also construct the workflow in a way that allows you to easily view the individual performance and ROI of each platform and channel, along with a holistic view that combines all platforms and channels into an overall campaign performance KPI.
Before we start work on creating your eCommerce PPC campaign, first, we look to maximise the conversion potential of your eCommerce store.
If you plan to spend money on ads to drive targeted shoppers to your store, your store must be optimised for user experience (UX) and conversion rate optimisation (CRO).
By enhancing your main navigation, page layouts, visuals, USPs, CTAs and the cart and checkout process, we can help your eCommerce store achieve maximum sales and ROI for your business.
The first step in any eCommerce PPC campaign is to ensure your Google Merchant account is set up correctly and fully optimised.
The reason for this is that Google Merchant is the prominent PPC channel for eCommerce websites and products, also known as a 'Google Shopping' campaign.
We begin by ensuring that all technical capabilities, such as product feeds, are working correctly and sending the correct data from your eCommerce store to your Google Merchant account.
Once all technical aspects are working correctly, we start optimising your product listings.
This involves focusing on product titles, descriptions and images, ensuring correct pricing and including/optimising any special offers and deals.
Once your Google Merchant account is working correctly and is fully optimised, we can then complete this task by allocating specific spending budgets and targeting specific demographics so that we can maximise ROI from your Google Shopping campaign.
Now that your Google Merchant account is set up and your Google Shopping PPC campaign is running smoothly, the next phase is to begin work on a traditional search PPC campaign.
The reason we also focus on a conventional PPC campaign is so that you can capture both types of traffic, giving you a competitive advantage over your rivals who are focusing on one specific type of PPC campaign.
Similar to a Google Shopping campaign, the first task is to ensure your Google Ads/Microsoft Ads accounts are set up correctly and optimised accordingly. Once this is complete, we can begin working on the actual ad creation.
When creating ads, we ensure that we only use relevant and catchy titles, descriptions, images, site links and call-to-actions.
This not only captures users' attention but also earns a high-performance grade from Google and Microsoft, resulting in a lower cost-per-click and higher ROI.
Once all the ads and campaigns are created and ready to go live, the next step is to focus on 'bidding'.
Bidding is the process by which you allocate budgets and spend to specific campaigns, ads and keywords, such as setting a maximum cost-per-click (CPC).
As specific campaigns, ads or keywords may be more critical or more cost-effective than others, it makes sense to ensure these ads and keywords receive priority budgets and CPC allocation.
Another critical element of bidding is ensuring that your eCommerce PPC campaign targets the correct type of keywords.
When it comes to eCommerce, we always focus on keywords that match the buying intent of a user, as these keywords usually result in a high chance of a sale or conversion.
Other elements we focus on include targeting specific user demographics that are more inclined to buy your products.
Once your PPC campaigns are live, we begin to gather performance data and insights from Google Ads and Microsoft Ads, which help us identify which campaigns, ads and keywords are performing the best.
With these new performance insights, we can adjust bidding by focusing more spend on higher-performing keywords and removing underperforming campaigns, ads and keywords.
This frees up more of your PPC budget for higher-performing campaigns, ads and keywords, ensuring an even better ROI.
We will also use any additional feedback you can provide from internal sources to help further shape and target your eCommerce PPC campaign accordingly.
Now that all your eCommerce shopping and PPC campaigns are set up, optimised and live, it is vitally important that you see the impact and performance of these campaigns.
We do this by creating a monthly report for you that only includes the KPI and ROI metrics you want to see.
Whether you require a comprehensive monthly report that includes detailed information on campaigns, ads and keyword performance or a high-level report that focuses solely on spend and ROI, we will create a report tailored to your needs.
Additionally, we will ensure that your monthly report is easily understandable and free from technical jargon.
This means your monthly report can be easily shared internally with owners and management or used as a data source for other internal performance reports.
Along with driving instant traffic to your eCommerce store, there are also many other benefits of a successful eCommerce PPC campaign. Below are just a few of the additional benefits you can expect to see.
If you’re looking to generate targeted traffic to your eCommerce store quickly, then an eCommerce PPC campaign is the perfect option.
This is especially important if your eCommerce store is relatively new with no brand awareness or traffic and you are looking to generate sales as soon as possible. Another reason is that your SEO performance may have deteriorated and you need a quick traffic boost to recapture lost traffic and sales.
By implementing an optimised eCommerce PPC strategy, you can compete at the top of the search results pages where the lion’s share of users are active, giving you an immediate boost in traffic to your eCommerce store.
One of the best attributes of an eCommerce PPC campaign is the ability to target your spend and budget on ads, keywords and users that are more likely to lead to higher sales and conversions.
By focusing your PPC campaign efforts on specific users, their intent and the keywords they use that correlate with sales and conversions, you can maximise the ROI of your eCommerce PPC campaigns, making them a highly profitable marketing channel.
An additional benefit of an eCommerce PPC campaign is that it can drive targeted users to specific deals and offers you may be running, increasing sales further.
When every penny counts in the ultra-competitive eCommerce marketplace, you need to ensure that your marketing budget is generating maximum ROI.
One of the unique benefits of an eCommerce PPC campaign is that it allows you to target customers with the highest chance of converting into a sale.
Whether it’s a particular customer demographic that has the highest conversion rate or a specific product or product category that generates the most sales and revenue, an efficient, data-driven eCommerce PPC campaign will enable you to target your ad spend appropriately, resulting in maximum return on your ad spend.
If your eCommerce store is featured at the top of the search results pages, you automatically increase your brand awareness.
Even if some users don’t click your PPC ads, your brand and eCommerce store will be visible, giving you a competitive advantage over your rivals.
The good news is that when you implement a fully optimised eCommerce PPC campaign targeted to the right users and employ tactics that capture their attention and imagination, you can quickly become a recognised eCommerce store in your industry, again giving you a unique competitive advantage over your competitors.
Deploying a fully optimised and correctly targeted eCommerce PPC campaign, especially when your competitors and rivals are not, automatically gives you a competitive advantage for your eCommerce store, as you gain more visibility than they do.
If your competitors are focusing all their efforts on social media or offline marketing, then an eCommerce PPC campaign can help you gain a competitive advantage over them.
If you are a startup eCommerce store or an established eCommerce store looking to grow further, this competitive advantage can be invaluable.
Although in theory an eCommerce PPC campaign can be costly simply due to the sheer amount of products and product categories in an eCommerce store, and especially if you are targeting the whole of the UK and the level of competition you will come up against, when set up correctly and optimised fully, an eCommerce PPC campaign can deliver an excellent return on your investment.
We ensure that our eCommerce PPC campaigns are only focused on users with a high conversion potential, meaning you increased sales and maximum ROI on your PPC spend.
Real feedback from real clients – see why they trust us.
Due to the highly competitive environment of the eCommerce marketplace, eCommerce PPC campaigns can be very costly if not managed properly. The good news is that when handled properly, a correctly targeted and funded eCommerce PPC campaign can be a very cost-effective way of generating sales and revenue for your eCommerce store. Ultimately, it’s about maximising the performance of your eCommerce PPC campaign so that every penny spent delivers a higher ROI.
Like traditional PPC, once Google/Microsoft approves your eCommerce PPC campaigns and ads, and you have allocated a spend budget that will allow your ads to appear at the top of the search results pages, you will start to attract traffic to your eCommerce store almost immediately. If your eCommerce has been optimised for sales conversion, you should see an immediate increase in sales and revenue.
There are many factors to take into account when it comes to maximising ROI for an eCommerce PPC campaign. One of the most important factors is ensuring your eCommerce PPC campaign only targets users and keywords which have a higher conversion ‘intent’, i.e someone interested or looking to buy a product you have for sale in your eCommerce store.
Another critical factor is identifying and removing ‘negative’ keywords quickly (a negative keyword is a keyword that is not relevant, too broad or doesn’t have high conversion intent).
Even simple things, like pausing an ad as soon as one of your products is out of stock, help you avoid wasting spend. Ultimately, it is about ensuring your eCommerce PPC campaign is optimised across all metrics so that you get the cumulative effect of maximum ROI.
Yes. Many new eCommerce stores focus only on shopping PPC campaigns as they are usually the easiest, most cost-effective and target users who are in the market to buy. However, by not allocating some of your spend to a traditional search PPC campaign, you miss out on potential additional sales.
This is why we take the time at the beginning to get to know your business goals so that we can better advise which type of eCommerce PPC campaign will work best for your eCommerce store within the budget you have available.
We specialise in all the major PPC platforms. However, when it comes to eCommerce PPC campaigns, we predominantly work on Google Ads, Google Shopping and Microsoft Ads platforms, as these platforms offer the widest user base and the most features to refine and target your eCommerce PPC campaign for maximum ROI.
Like with traditional PPC campaigns, an eCommerce PPC campaign is predominantly driven by how much you can spend. Our eCommerce PPC management fees typically start at £750 per month plus your total spend. However, we will ensure you get maximum ROI from every penny you spend.
We understand and appreciate that an eCommerce PPC campaign is a big commitment. Although we usually work in partnership, we also understand that well-established eCommerce brands may want the peace of mind that comes with a contract of terms. Therefore, we are happy to work under contractual obligations if that is your preference.
Drive more sales with one of our eCommerce PPC campaigns tailored to your store. Complete our quick enquiry form below and start growing your store’s traffic and conversions!
