8 Vital Pay Per Click Tips for Retailers
Posted: Sat Dec 07, 2024 9:19 am
Andres Romero
CEO and Project Manager
July 28, 2016
Did you know that e-commerce retailers spend around 30% of their advertising resources on digital ads? This figure tends to rise year after year and the market is becoming increasingly competitive for retailers who opt for this type of advertising.
Clicks on your ads are paid for at a certain price, creating the so-called “pay per click” (PPC) that optimizes the search for your product or services but at the same time puts you in direct competition with your rivals on price.
With this in mind, paid search germany email address optimization should be a priority for all retail marketers in 2016. Let's take a look at some of the most important pay-per-click tips for retailers:
Table of Contents [ Hide ]
1 1. Segment campaigns
2 2. Focus on behavioral factors
3 3. Use geographic location bid modifiers
4 4. Use ad customizers
5 5. Find your unique selling proposition (USP)
6 6. Add negative keywords
7 7. A separate strategy for computer campaigns
8 8. Provide a personalized experience
1. Segment campaigns
Google Shopping and AdWords both allow you to bid at the product or keyword level, however, this is a feature that many advertisers are slow to adopt. It's particularly important in online retail to segment your Google Shopping campaigns as finely as possible, since your inventory may be seasonal and individual items have different bid values.
Let’s take “women’s clothing” as an example. You could easily create a simple ad group containing all ads for women’s clothing; however, this could easily lead to poor performance. It would be a much more valid decision to segment your products into groups such as “tops,” “sweaters,” “trousers,” “shorts,” etc.
Doing this will allow you to have better control over your bids and bid according to seasonality for example. However, this could be taken one step further: it is actually possible to bid on each individual product, so if you know that yellow pants sell better than green ones, you can adjust your bids accordingly.
2. Focus on behavioral factors
When reviewing your campaign performance, it's tempting to focus on why you're not making sales, but perhaps you should also look at when your campaigns are performing at their best?
Looking at the reasons for “good performance,” you might find that your sales could be influenced by environmental factors such as time of day, user device, or weather, which you can also tailor your bidding strategy to.
CEO and Project Manager
July 28, 2016
Did you know that e-commerce retailers spend around 30% of their advertising resources on digital ads? This figure tends to rise year after year and the market is becoming increasingly competitive for retailers who opt for this type of advertising.
Clicks on your ads are paid for at a certain price, creating the so-called “pay per click” (PPC) that optimizes the search for your product or services but at the same time puts you in direct competition with your rivals on price.
With this in mind, paid search germany email address optimization should be a priority for all retail marketers in 2016. Let's take a look at some of the most important pay-per-click tips for retailers:
Table of Contents [ Hide ]
1 1. Segment campaigns
2 2. Focus on behavioral factors
3 3. Use geographic location bid modifiers
4 4. Use ad customizers
5 5. Find your unique selling proposition (USP)
6 6. Add negative keywords
7 7. A separate strategy for computer campaigns
8 8. Provide a personalized experience
1. Segment campaigns
Google Shopping and AdWords both allow you to bid at the product or keyword level, however, this is a feature that many advertisers are slow to adopt. It's particularly important in online retail to segment your Google Shopping campaigns as finely as possible, since your inventory may be seasonal and individual items have different bid values.
Let’s take “women’s clothing” as an example. You could easily create a simple ad group containing all ads for women’s clothing; however, this could easily lead to poor performance. It would be a much more valid decision to segment your products into groups such as “tops,” “sweaters,” “trousers,” “shorts,” etc.
Doing this will allow you to have better control over your bids and bid according to seasonality for example. However, this could be taken one step further: it is actually possible to bid on each individual product, so if you know that yellow pants sell better than green ones, you can adjust your bids accordingly.
2. Focus on behavioral factors
When reviewing your campaign performance, it's tempting to focus on why you're not making sales, but perhaps you should also look at when your campaigns are performing at their best?
Looking at the reasons for “good performance,” you might find that your sales could be influenced by environmental factors such as time of day, user device, or weather, which you can also tailor your bidding strategy to.