It is no secret that pay-per-click ads (PPC) can bring a lot of traffic to your online store. Although there are numerous online PPC guides that provide step-by-step instructions on how to set up your first ad for success, not all of them address the planning phase. Consider the following questions before you start advertising with Google.
1. How much do you have to spend?
Advertisers are charged a fee for each click on an ad in a PPC Campaign, as the name implies. Before you start, make sure to define campaign parameters and set a budget you are comfortable with. As users click on your ads, the cost increases until the daily budget is exhausted. At that point Google will cease showing them for the remainder of the day. It can take time to find the right balance between allowing for exposure and maintaining a positive return. Fortunately, you are allowed to make adjustments at any time.
You should be cautious when choosing keywords from the Keyword Planner to use in your ad. Some keywords may be more expensive than others. Each keyword comes with an estimated bid price. The final cost per click (CPC), will be determined after Google considers other factors such as the landing page and overall relevancy. When choosing keywords to use, keep your budget in mind.
2. Who are your target audiences?
Two ways to identify your target audience is helpful: it limits who sees your ads and allows you to speak directly with your audience.
Google Analytics lets you view demographics, interests and behaviors. The number of people who click on your ads. This will help you to narrow down your target audience and provide insight into how they behave as consumers. This data can be accessed by going to Google Analytics and clicking on “Audience” in the left-hand menu. You can then view information about your audience, such as their language and how they got to your site.
Use language that will resonate with your audience when writing ads. You can test various writing styles to discover how you approach your audience if you don’t have any data. You could, for example, write an ad that sounds professional and formal, but run another that is more casual and informal. This will allow you to see which type of writing resonates best with your audience.
3. Which devices (mobile, tablet, or desktop) are you most interested in?
Once you have a better idea of your target audience, it is possible to determine the most popular devices that they will be searching for. Google Ads lets you target specific devices, such as desktops, smartphones and tablets. You can even make Google Ads target a device less. You can adjust these targeting at any point during the campaign. You can check back frequently to track the performance of each device over time.
4. What is the overall goal or objective of your campaign?
What are you looking to accomplish? What do you want the campaign to accomplish for your business? Do you want to increase website traffic, phone calls, or get people to your doors? It is important to decide what you want for your business. It doesn’t have to be all at once. Pick the task that interests you most.
5. Are you interested to target specific locations?
Campaign success is dependent on location targeting. Are you a brick-and mortar location or an ecommerce store owner? If you own a brick-and mortar location and want to target customers to come to your door, then location targeting can be a great option for your business. Even if your ecommerce site isn’t physically located, location targeting may be worth considering. This is because you might not want to sell to other countries due to shipping costs or other reasons. You can easily update your location targeting according to where you want your ads shown.
6. Which Google networks can you advertise on – Display, Search, or both?
Search Network ads appear at the top and bottom Google search results. You can speak directly with consumers searching for your products via Search.
Display Network ads are displayed on various websites, depending on whether Google determines that the content is appropriate or if you tell the platform specifically which site you would like them to appear. Display allows you to target customers while they search for relevant information about your business.
If you choose to opt in for both, make sure that each channel is segmented into separate campaigns. Because each audience behaves differently, you can focus your messaging on Search and Display campaigns. When compared to a Search campaign, Display campaigns may have higher standard metrics like impressions, click-through rate and overall engagement. Display metrics may also be more difficult to adjust and gauge than metrics in Search. Combining the two channels can make it more difficult to measure campaign success and optimize campaigns.
7. Which product(s) do you want to advertise?
Check out which products have the highest ROIs. It’s not a good idea to advertise products that are less expensive than your competitors, especially if they cost $5 or $1 per click. Next, search for popular products or those that are the most successful. This will allow you to determine which products you want to promote first, without spending any of your precious advertising dollars.
8. What should you do to advertise?
Once you have decided which products you wish to advertise, you need to create Ad Groups for each product. Match types allow advertisers to control which search triggers ads. This allows businesses and advertisers to reach consumers who are looking for the product they sell. Keywords are automatically assigned as broad matches, but they can be changed.
You will see positive results if you plan ahead for your PPC ads. This could include increased impressions, brand exposure and website traffic. Flexibility in branding is also a plus. You can make your ads more effective by understanding your target audience and what works. You can make the most out of your Google Ads campaign, no matter how small or large.
By: Chelsea Chavez
Title: 8 Things to Consider Before Creating Your First Ecommerce PPC Ad
Sourced From: www.volusion.com/blog/things-to-consider-before-creating-your-first-ecommerce-ppc-ad/
Published Date: Wed, 16 Feb 2022 16:05:00 GMT
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