Pay-Per-Click Advertising is a brilliant way to drive traffic to your website and increase your online sales through search engines.
For E- Commerce sites, there are two main types of PPC Campaigns that could benefit your business – Google Search Campaigns and Google Shopping Campaigns.
But what’s the difference?
Google Search campaigns show up as text, similar to that of all the pages on Google.
Google Shopping Campaigns, however, show images of what you’ll be able to purchase, links to the e-commerce site, prices, and a product description – they are tailored to sell your products.
What are the pros and cons?
Google Search Campaigns are specific to the keywords that YOU choose, where Google Shopping Ads are selected based on the description of the product and chosen by the algorithm.
Although you can create a negative keyword list on your shopping ads, they are nowhere near as specific as a Google Search Ad Campaign and have no real set bidding in place.
How to make the most out of your E-Commerce PPC Campaigns?
For Google Search Campaigns, Keyword management, including negative keyword lists, is the most important part of your pay-per-click campaign. You’ll need to ensure you’re covering all suitable searches, both broad and specific, with the correct bid management for your budget.
For your Google Shopping Campaigns, you’ll want to avoid paying for expensive clicks for generic keywords. One way to do this is by being hyper-specific and bidding for your model number or for specific product titles.
Overall, the PPC Campaign you choose needs to bring you the most ROI, so should be tailored to your budget. We hope this post gives you an insight into how to manage your E-Commerce PPC Campaigns. For further support or guidance, feel free to reach out to one of the Pure Marketing team.