According to Wordstream, 65% of all clicks made by users who intend to make a purchase go to paid ads.

Our eCommerce marketing specialists at iocea are here to explain how you can reach higher profitability and ROI in your pay-per-click marketing. 

If you’re an eCommerce business just starting out with PPC campaigns or are currently running campaigns and not reaching the expected return-on-investment, there are many ways you can boost PPC performance.  

Firstly, let’s look at some of the pay-per-click marketing channels available to you. 

Facebook Advertising

There are many benefits of Facebook advertising including the ability to target a wide variety of audiences, enabling you to reach users based on age, location, hobbies, interests, and more.  

Since Instagram was acquired by Facebook back in 2012, your ads can now be seen by a larger scope of users. And with both platforms having regular updates such as Instagram shopping, this gives you endless opportunities to target relevant audiences. 

We’ve pulled together a number of tips to help you improve ROI in your Facebook advertising. 

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Video Content Is A Must!

You’ve probably heard this countless times, but we cannot stress enough the importance of using video content in your Facebook Ads. With users’ attention spans becoming shorter, there has never been a better time to create engaging video content to increase the chances of a user clicking your ad and making a purchase.

If you’re struggling to gain video content, there is a handy tool within Facebook Ads manager – slideshow ads, this enables you to combine images, choose a video design and add text so we recommend checking this tool out, it’s super easy to use. 

Find out more about slideshow ads here. 

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Make Your Landing Pages Worth Visiting

This is one of the most important factors for creating a successful Facebook Ad. Once you’ve successfully managed to secure that ad click from a potential customer, you must ensure you keep them engaged by providing them with a great, high converting landing page. Have a read of one of our blog articles on how to create a successful landing page. 

Don’t Ignore Retargeting Ads

Retargeting ads use cookies to track those who have already visited your website and displays ads to them when they are on Facebook.

This is a great way to increase brand awareness and since they’ve already been on your website, they are are already interested in your brand, meaning there’s a much higher chance of them converting.

Retargeting requires something called a Facebook Pixel to be added to your website code. More about Facebook Pixels can be found here. 

Google Ads

With over 70% of the search market share, Google is undoubtedly the most popular search engine, HubSpot. This makes Google advertising a no brainer when it comes to choosing which advertising channel to put some budget behind. There are many ways you can create successful Google Ad campaigns which deliver great ROI, we’ve provided just a few of these below. 

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Structure Keywords Together

Successfully grouping and organising your keywords improves your PPC campaigns by enabling you to create keyword focused ad groups (which improve keyword quality scores), more relevant text ads and more effective landing pages that drive greater conversions. 

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Leverage Keyword Quality Scores 

Higher keyword quality scores result in lower cost per clicks, leading to higher ROI. The higher your quality score, the more chance your ads will be shown on page 1 of search results after one of your keywords is triggered. There are many ways to improve your keyword quality scores including: 

• Improve ad copy to include keywords, as a result enhancing ad relevancy 
• Make sure to include relevant and high-volume keywords in your ad copy 

• Improve the landing pages your ads link to 
• Create keyword grouped ad groups 

Implement An Effective Bidding Strategy

You can trial and test different bid strategies within Google Ads until you find the one that works best for your goals. In this instance, your goal is improve return-on investment within your PPC strategies. For this particular goal, you would use the target return on ad spend (ROAS) strategy.

You can use Target ROAS to help increase conversion value while targeting a specific return on ad spend. Find out more about Target ROAS bidding here. 

Seasonal Targeting Tactics

If some or all of your products/services are seasonal, avoid wasting valuable spend throughout the entire year. As an example, you run a home interior eCommerce business and one of your product offerings is barbecues which means BBQ sales are going to be the highest from May-September.

To reduce costs and increase ROI, you should reduce your bids for keywords and/or Google Shopping products from October-April or completely switch this category of products off during this period, depending on sales trends for your business.

This means you can save your budget for the warmer months of the year and be even more competitive in the market. Implement seasonal targeting tactics today and see your ROI soar. 

As we’ve detailed throughout this article, there are many ways to improve ROI in your PPC campaigns. Whether it’s improving the structure of your Google Ads account through keyword grouping or implementing the Facebook pixel onto your website to get kickstarted with retargeting ads.