eCommerce PPC Management - Everything You Need to Know About

Paid Advertising
13 min read
İsmail Atasoy
Feb 12, 2023

In this article

Probably, from the first moment you took your first step into the world of eCommerce, you started to think that organic traffic alone will not bring you the success you want.

Unfortunately, you're right ☹️ Of course, high organic traffic boosting strategies are critical. However, these strategies have a structure where you can achieve results for a very long time, depending on the industry you are in.

That's why PPC advertising is an inevitable reality for the eCommerce world. So in the short term, you need to put your hand in the pocket to get results 😊 But if you create a successful PPC advertising strategy, the results will make you very happy.

Then if you're ready, let's take a look at the details about PPC advertising!

PPC Basics

What is PPC (Pay-per-click) advertising?

In the pay-per-click (PPC) advertising model, you are charged every time a user clicks one of your online adverts. When a user clicks, a marketing message is sent to them in response, usually to direct them to a landing page where they may complete a conversion process. These conversions can be making a purchase or filling out a form. The cost per click (CPC), which depends on how competitive the advertising market is for a given keyword or phrase, is what defines the action done.

How does PPC work?

Let's explain everything in the simplest way. The core idea of PPC is simple and clear:

Create your ads, choose keywords that are highly relevant to your products or services you offer, and then place a bid on how much you can pay for whenever a visitor clicks on your ad. And then pray for only potential customers click on it 😬

After this process, the advertisements are shown on a range of platforms, including ad-hosting websites, social networking sites, and search engines.

When a person conducts a search or visits a website that shows advertising, the PPC platform employs algorithms to identify which ads are the most relevant and have the highest bids. After that, display those ads to the user. When a user clicks on one of the adverts, you are charged the price you bid for the click.

How PPC differs from other forms of online advertising

PPC advertising, which differs greatly from other types of online advertising, can be very useful for you. Because it differs from other types of advertising in the way it charges you. In traditional online advertising types, such as displays and banners, you are charged a certain fee each time users see your ad. However, in PPC advertising, a click-based charging method is applied, not impression-based.

PPC advertising also differs from traditional advertising forms with its targeting capabilities. Because with the PPC method, you can focus on specific demographics, locations and keywords. In this way, you will show better search results for users' search intents. This means that you can indirectly increase your conversion rate.

Another point where PPC advertising differs from other advertising methods is that it brings you clearer results in terms of data tracking. In this way, you can have stronger results on the performance of your ad campaigns and create optimization strategies for the necessary points.

How does the bidding process happen?

The bidding process in Pay-per-Click (PPC) advertising happens when advertisers compete with other advertisers to highlight their ads on certain platforms.

In an auction-style competition with other advertisers, advertisers establish a maximum price they are ready to pay for a certain phrase or collection of queries. The auction is won by the highest bidder, whose advertisement is then shown to users who are looking up related terms. The cost per click is determined by the amount of the winning bid divided by the number of clicks received on the ad.

When users search with a certain keyword or phrase, which ads and in which order they will be encountered will be revealed at the end of this process.

These ads and their ranking order are determined by many factors. For example, the user's search intent and the relevance of the ad, the bid amount, and the ad's quality score are among the factors that affect a ranking.

The search engine assigns each ad a quality score based on how relevant and helpful it is to the user. Even when the bid amount is smaller than that of another advertiser, ads with higher quality scores are more likely to be displayed.

Keyword Research

Importance of keyword research in PPC management

One of the key points in PPC management is keyword research. A successful keyword research can make a huge contribution to your PPC campaign's performance and ROI. You can do keyword research by identifying the searches made by your potential customers using keywords that are directly related to your business.

Finding the most relevant keywords and search queries that will draw potential buyers to your website is the goal of keyword research.

By using the right keywords, you can both reveal products suitable for users' search intents and increase your brand visibility. In this way, you indirectly get conversion rate and CTR.

In order to prevent missing impressions and clicks, you should perform keyword research to find negative keywords. In this way you can detect phrases for which you do not want your ads to show up.

Another important benefit of performing keyword research is its effect on the quality score of your ad. Using relevant and targeted keywords will increase the quality score of your ads. In this way, your ads can be delivered to more users and ranked higher.

Let's take a look at the details you can use while doing keyword research!

Finding the right keywords

In just a few steps, you can find the right keywords to optimize the performance of your PPC campaigns.

Define your target audience: Determine the target audience's demographics, requirements, and areas of interest to begin. This will assist you in selecting keywords that are applicable to both your company and your intended market.

Create a list of relevant keywords: Create a list of keywords relevant to your brand and target audience using this information of your target market.

Use keyword research tools: In this step, use tools such as Semrush, Google AdWords to understand the competition on keywords and the search volume correctly.

You can use broad match keywords or long-tail keywords when choosing keywords. Both have different advantages. For example, broad match keywords are keywords with higher volume and more competition.

On the other hand, long-tail keywords have a more specific focus and less competition. It will be wiser to choose and apply the method that is most suitable for you.

Analyze the intent behind each keyword: In order for the keywords you selected to perform well, they must match the users' search intents.

Let's imagine you searched for a high quality notebook to use for taking notes and found the following websites. If you visit the websites in 1, 2, and 4, you will likely find a wide variety of notebooks with different features, and you may begin the shopping process by selecting one of them.

The third-placed link, however, directly contradicts your original search intent. Therefore, if you have opened all of them in side-tabs to explore the web, you will probably close the third one without engaging with the page.

Continuously monitor and optimize: In order to be prepared for constantly changing dynamics, you should regularly monitor performance. In this way, you can detect the points you need to improve and take quick action.

You may identify the ideal keywords that would boost your PPC advertising performance by  following these steps.

Ad Copywriting

The role of ad copywriting in PPC success

The effectiveness of a Pay-Per-Click (PPC) advertising campaign is greatly influenced by the ad copywriting.

Ad copy, which is the name given to the text in the ad, is of critical importance as it is the first interaction of users with your ad. In order for your ad copy to be effective, it must be directly focused on the subject and prepared to attract the attention of the user. In this way, you can grab the attention of your target audience and speed up the conversion process.

At the same time, simple but effective call-to-action sentences will be much more effective than long and incomprehensible sentences. Because users prefer to see problem-result-oriented sentences directly instead of seeing long texts in advertisements.

You should also consider the target market, the media and device on which it will appear, as well as any particular requirements or limitations imposed by the advertising platform.

With successful ad copywriting, you can strengthen your PPC advertising strategy and achieve better results.

How to write effective ad copy

In PPC advertising, it's crucial to create compelling text that appeals to your target market. You should first decide who your target market is and then analyze them. Their demographics, preferences, likes, and trouble issues are all included in this.

You can compose your ad text such that it speaks to your target audience directly once you have a clear idea of who they are.

When writing your ad copy, be sure to utilize language that will appeal to your target group and emphasize the advantages of your products or services. Your headline need to draw readers in and make it obvious what you are selling.

It's also crucial to think about where and how your advertisement will be presented. Implement call-to-actions which generate clicks and eye-catching pictures or visuals. To find the text that connects most with your intended audience, think about A/B testing several variants.

Ad Targeting

Overview of ad targeting options available in PPC,

Geographic targeting

Thanks to Geographic targeting, you can show your ads according to certain locations such as city, district, region. If you only want to reach users in a certain region, you can do this with geographic targeting in PPC advertising.

For example, if you are a restaurant serving a certain district in a city, it will be very easy to reach your target audience with geographic targeting.

Demographic targeting

Thanks to demographic targeting, you can show your ads to the groups you want under criteria such as age, gender, interests, education level, income. If your business is in an industry that appeals to only a certain audience, demographic targeting will be very useful for you.

For example, if you want to run a PPC advertising campaign for men aged 40-60 with a high level of education, you can do this with demographic targeting.

Contextual targeting

According to the context of the websites or pages consumers are viewing, contextual targeting enables you to display your advertising to them. If you want to connect with customers who are  searching for a certain kind of product or services, you might benefit from this kind of targeting.

For example, if you are selling camping goods you could wish to target customers who go to websites about camping, hiking, or other outdoor activities with their adverts.

In summary, geographic, demographic, and contextual targeting are significant PPC advertising solutions that could help you to target certain audiences and fulfill your marketing objective.

You may boost the effectiveness and success of your PPC ads by employing these targeting options to connect the right clients at the best time.

Importance of regularly reviewing and adjusting PPC ad targeting

The reviewing and adjusting process is very important, as it first serves to show your ads in the time interval that best suits the right target audience.

Because not only the eCommerce world itself, but also its users are in a dynamic state of change. Therefore, in order for PPC advertising management to be successful, you need to keep up with these changes and constantly keep control.

To improve the effectiveness of the campaigns, it's crucial to frequently examine and modify PPC ad targeting. You may decide how to increase the performance of your ads with the help of ongoing data analysis and the knowledge obtained from analyzing the ad targeting.

As an instance, you can find that your advertising is not doing well in a specific area or that they are not successfully reaching the target population. You can change the targeting in accordance with this information to improve your chances of success.

Landing Page

How landing pages play a crucial role in PPC success

A landing page is a single web page created for a particular goal or campaign. Its main objective is to convince users to carry out the required action, like completing a form, making a purchase, or downloading a resource, in order to turn them into customers or leads.

There are many factors that affect the performance of your landing page. A properly set landing page will have a significant impact on increasing your conversion rate.

You should present a landing page that conveys the message you want to give to users clearly and directly. In addition, your landing page must match the product you show in the advertisements. Otherwise, users who cannot find the product they see in the advertisement will bounce from your site.

Of course, you need to create a landing page that visually appeals to users. Instead of a landing page full of unnecessary text and images, you should prefer a simple and eye-catching design.

If you apply all the factors correctly, your landing page will have a strong impact on your PPC advertising strategy. Thus, you create a system that will boost your PPC performance.

Check out our tips to boost your landing page performance now!

PPC Campaign Management

Importance of regularly reviewing and refining PPC campaigns

Of course, your success in the eCommerce world may not be permanent. You should regularly review and refine your PPC campaigns. Otherwise, you may not get the information needed to make your future PPC campaign strategies more effective.

To make sure that the campaign's objectives are met and the expected results are being obtained, campaigns can be refined by changing the keywords, bidding tactics, ad text, landing pages, and target audiences.

In other words, to ensure that your campaigns remain strong against the changing dynamics of the eCommerce world, you need to keep control constantly. PPC campaign management is one of the best ways to achieve this. However, focusing only on the points mentioned above may not be enough. Şimdi PPC campaign management ile alakalı detayları öğrenin!

It's time to take your PPC budget management to the next level

Measuring PPC Success

Explanation of key performance metrics for PPC campaigns, such as click-through rate (CTR), conversion rate, and cost per conversion.

One of the first things you should do before creating a PPC advertising strategy is to determine the purpose of your PPC advertising. For example, as a result of the PPC advertisement you will make, there may be purposes such as increasing brand awareness, generating leads, and increasing website traffic.

Measuring the success of your PPC campaign will be much easier once you have established this type of goal for yourself. You can perform a successful performance analysis with a few metrics that you can use to measure the success of your advertising campaign.

Using performance metrics such as cost per conversion, conversion rate, click-through rate, and return on ad spend gives you valuable insights into the effectiveness of your PPC campaign strategy and helps to identify areas for optimization.

How to Get Reports for Measuring Your PPC Advertising

1)   The first thing you need to do to step into the magic world of heybooster is to register.

2)  In the second step, click on the Integrations title from the left panel and connect the data sources with heybooster.

3)   In the third step, click Insight Categories and run the Cost Optimization package.

4)  It's that simple. Insights are now available to answer your PPC questions!

You only need to enter the portal to transport to heybooster's magical world.


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