5 Tips On AdWords For E-commerce Sites

Posted by on January 24, 2013 in Marketing [ 0 Comments ]

ppc adwordsDelivering traffic at an effective ROI can be a challenge for anyone running an online store, and given that AdWords is a “Pay-Per-Click” model, for many online store owners this problem is only amplified when venturing into the AdWords space.

For this reason, many advertisers running an e-commerce website will quickly be discouraged by less-than-pleasing AdWords results and shy away from the channel quite fast.

Related: Get your e-commerce website started with one of our hand-picked vendors

But does this mean that it cannot work? Absolutely not. Below are 5 specific tips on how to see optimal AdWords performance for your e-commerce website.

1. Deep-link traffic to specific product pages

Nothing makes me cringe more than when I perform a product-specific search on Google, then click a paid link only to be directed to the site’s home page. Doing this means that you’re making your visitors have to go to some effort to find the product they need on your site.

If you want your conversion rates to be as high as possible, you should be doing the exact opposite of this. Link visitors directly to the most relevant page possible and you’ll be making your purchasing process much shorter, which will almost always result in higher conversion rates.

2. Use an extensive negative keyword list

When it comes to running a Google Advertising campaign for an online store, negative keywords are your best friend. Negative keywords are a way of ensuring that you’re filtering out all traffic that you know is highly unlikely to convert on your website, meaning you get to focus your budget on keywords that are more likely to result in sales.

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3. Qualify traffic with Ad text

Due to the fact that you’re paying for every advert click with AdWords, it’s important to ensure that every visitor is as likely as possible to make a purchase from you. One way to do this is by qualifying your traffic at the advert level. This can be done in several ways; Pricing, delivery location, etc. etc. For example, if you supply a product that can be found cheaper from other suppliers, a good way to avoid bargain shoppers from wasting your AdWords clicks is by mentioning product pricing in your ad text.

4. Embrace the long-tail

Visitors entering your site via specific, long-tail keywords usually have a better idea of what they want and therefore are often more likely to be ready to make a purchase. Because of this, it’s recommended that you focus on these types of terms (such as “buy a green wallet online”) rather than the more generic terms (such as “wallets”) which can attract a lot of visitors that are looking for information before making a purchase.

5. Separate high converting from low converting

After about a month of running your AdWords campaign, you will likely have some sort of idea as to what keywords are going to convert well for you and which are wasting you money. It’s at this time that you should start creating additional campaigns within your account. Ideally you’d want to have a separate campaign for all of your high converting keywords, as this will give you a specific budget for these keywords. The same should be done for low converting keywords only with a very minimal daily budget cap.

If you’re running an e-commerce website and running, or thinking of running an AdWords campaign in the future, hopefully you’ve learnt something new from the above points. Please feel free to ask any questions you may have in the comments section!

Photo credit: ngeniomedia.com

Bio: This article was written by Jeremy Decker of Click Click Media.  


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