It is very easy to spend a lot of money on eCommerce PPC. It is also true that it is very (potentially) easy to make a lot of money with PPC.
Unfortunately, these two things are not foregone. It is a whole lot easier to spend a lot of money in PPC and not get enough return to justify it than Google Ads and other platforms would like you to know.
At any rate, there are things you can do about the situation to help prevent yourself from getting into a situation in which it seems like you’re hopelessly pouring money into a campaign.
A Few Words to the Wise
The first thing you need to be aware of is that eCommerce PPC management is an active process. This is not something you necessarily want to set and forget, despite the fact that there are automation options.
Right out of the gate, you want to know who your target audience is. This will help you craft creatives such as ad copy that will help you get attention needed in a competitive marketplace.
But beyond that, you need to understand your audience on a granular level so you can target them, based on demographic, geographic and other factors, such as interests and previous purchasing behavior.
Then there is keyword targeting, which is a whole other, and critical, aspect of audience targeting
When and where your ads display is a function not just of campaign type, but also of the keywords you target – and don’t.
You want your ads to show up for keywords that are associated with a strong, direct intent to purchase, that way, you’re hedging your bets that a significant number of clicks will result in conversions that will pay for the campaign.
Of course it is also important to disqualify some keywords and search terms, because you don’t want your ads showing up for everything. Setting negative keywords is a prime way to avoid spending too much in PPC.
The thing is, you don’t want your ads to display before people that are going to click but not buy anything. Setting negative keywords is one good way to go about that.
Then there is also the bid strategy to consider. Your bid strategy indicates how much you are willing to pay for a click on your ads. The higher, the more likely you are to get your ads to show up where you want them.
The cost is literally that, that cost. The more you bid, the more you will pay for clicks when you get them. Now, to be fair, you do need to spend money to make money, but you still can’t afford to spend too much on one or a few keywords, unless the majority of your conversions come from them.
All in all, these are some of the best ways to avoid spending too much on a PPC campaign, and they can help you avoid tanking your return on ad spend.
There is also one other trick: hire an eCommerce PPC services provider.
The Shortcut: Hire an eCommerce PPC Services Provider
An eCommerce PPC services provider is a digital marketing specialist that will do the strategizing, keyword research, bid allocation, and creative copy production for you. A good one will also run a host of specialized ongoing optimizations that improve the performance of your campaign over the long run.
If you’ve been having a hard time turning a good profit through your PPC efforts, try hiring an eCommerce PPC services provider that specializes in your industry.
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