Does it feel like you’re pouring money into pay-per-click (PPC) campaigns and not getting much for it, even though your ROAS is still technically above one?
To shoot straight, even a positive ROAS may not be enough if it doesn’t generate enough return to cover an agency’s management fee.
On that note, one of the key drivers to PPC strategy and campaign performance is targeting, which goes way beyond basic demographic targeting that you might have thought of.
Here are some of the ways that eCommerce PPC management companies utilize targeting to drive a better return through leaner performance and more favorable conversion rates.
Search Targeting
Search targeting is one of the most straightforward ways to target a PPC ad campaign, and the main way to target through use is through the proper keywords.
You need to isolate the keywords that are relevant to your eCommerce business along with what users want to purchase. Then you need to bid on these to ensure your ads display.
On top of that, you need to categorize negative keywords that you don’t want your ads to get impressions for. That will help prevent wasting money on keywords that don’t turn around revenue and keep ad spending where it needs to be.
Audience Targeting
Audience targeting is what most people think of when they think of targeting with respect to eCommerce PPC management.
Audience targeting allows you to target users according to interests, age, gender, income, marital status and other important life events, and according to certain life events. These are just a few of the demographic factors that can be utilized.
You can even target audiences and users according to in-market metrics, as well as according to remarketing, which can be effective for users that have interacted with your website before and who exhibit some interest.
Targeting according to these audience segments will allow you to tailor ad copy, set separate bid strategies, and even separate ad campaigns for those users.
Display Targeting
The Google Display Network gives you a lot of options with respect to how, where, when, and to whom your ad variants show up.
Part of this is with respect to placement; ads can be displayed in the search results, on web pages, in videos, or even in an app as unique online advertising.
Another aspect of display targeting has to do with the subject matter of the ad or what it’s selling, such as topic targeting, which allows you to select a display based on theme or topic.
Custom Segment Targeting
One more aspect of PPC targeting sometimes employed by eCommerce PPC management providers is known as custom segment targeting, which empowers advertisers to create a custom list of users.
Custom segment targeting enables you to advertise directly to certain groups of people based on specific interest or search intentions, as well as to users that may have searched previously for a specific search term on Google.
This type of targeting is effective for isolating specific groups of people with highly niche interests or intent, and then marketing to them.
Hiring an eCommerce PPC Management Company for More Effective Targeting of a Paid Search Campaign
This is only a look at a few of the ways an eCommerce PPC campaign can utilize targeting from a very high level. There are far more detailed and in-depth ways that eCommerce PPC management companies can target advertising.
Which is exactly why they do what they do; they specialize in that very niche. It’s also the reason that so many eCommerce entrepreneurs choose to work with PPC management companies in the first place.
It’s about core competencies. A company that’s quite good and producing widgets might not be good at selling them, especially digitally. If your campaigns have been experiencing sluggish performance, consider working with a specialist to turn that around.
For more information about best ecommerce seo companies and ecommerce support services Please visit: 1Digital Agency.