As the number of retailers grow online, so does the competition. With a fight to grab the number one spot in the rankings, companies are shelling out money for the different selling and advertising choices available to them. eCommerce industry is growing day by day. With lots of e-tailers tempted to experiment with new, innovative tactics to grow their business.
However, there are some traditional ways recognized industry-wide which are a must for successful online business. One of the most widely used tactic is PAID SEARCH.
Paid search is a proven, tried and tested, and true digital marketing strategy for the online retailers. However, like the other things, a budget is allocated for implementing the paid search strategy. A stringent plan should be in place which is in sync with the allocated budget. This will help in making the maximum out of the expenses inccurred.
We would be sharing some important aspects of how paid search should be utilized for maximum ROI.
1) Ad Copy
The main objective of the paid search campaign is to get higher click through traffic. This can be effectively achieved by carefully selected ad copy. There are different stages of shopping. An effective ad copy should be written from customer’s perspective rather than business perspective. If the ad copy provides and promotes a discount, it may have higher click through rate but there are chances of higher bounce rates from the customers who are still in the price comparison stage of their shopping experience.
The important elements of an effective ad copy include the Unique value proposition and an effective call to action which should create a sense of urgency. All these elements will tempt the customers to not only click on the ad but also to make a purchase.
2) New Keywords
After analyzing search trends, some new keywords come into the picture. Now, adding the new keywords by impulse may not be the right approach. The best way is to first test the effectiveness of the new keywords. The trick is to do bid popping. By bid popping, advertisers bid higher on the new keywords for a short length of time. This will in turn benefit the retailers as the ad will attain a high quality score. This will be due the fact that bidding higher will launch the ad in the zone having higher click through rates. The cost per click (CPC) will decrease eventually in the long run.
This will help getting an insight on the performance of the keywords and conversion rates. After gathering enough data, the advertisers can balance the bid rate to an optimal level.
3) Use of Landing Pages
The concept of designing landing pages tailored to customer needs is something which can be used effectively. There should be a proper sync between the ad copy and the landing page the ad is linking to. This close relationship can help in improving conversion rates if designed well for the promotion, product line or product-specific landing pages. This is possible because the users will be getting more valuable information about the product they have clicked the ad of.
4) Long Tail Keywords
Most of the times, customers visiting the search engines know what they are actually looking for. However, they might not be knowing the exact item to be bought. They can search for, ‘black full sleeve shirt in size L’. The Google Adwords, search query tool will help the business owner to know what keywords are targeting their ads. These long tail keywords can help the businesses to reach more customers. It is highly recommended to identify them and bid higher on those terms.
5) Bad Keyword Mappings
In the plethora of search queries and several ads, it is possible that the search engines are delivering ads which are triggered with irrelevant search queries. The search engine wants to serve the ads more often, reaching more places. The irrelevant search queries will result in wasting your precious money on bad keywords which will be mapped by search engines to the ad of the business owner.
It is advisable to steer clear from listing negative keyword in an account as it will prevent ad campaigns from being triggered by that irrelevant search query. The best part is that the advertisers have the right tools provided by each search engine at their disposal. This will enable the advertisers to know that they are only paying in for qualified clicks and not for the irrelevant ones.
6) Mobile Friendliness
Optimizing and analyzing the performance for the mobile devices play an important role. Google has provided the advertisers with its Enhanced campaigns. Using these, advertisers are well aware about the desktop, mobile and tablet performance of the respective campaigns. It is recommended to keep a close watch on mobile performance and manage the bids accordingly across the entire account. Take a note that it can vary based on seasonality, product category and various other factors.
7) Death by Thousand cuts
A byproduct of long tail keyword strategy, the death by thousand cuts phenomenon can wipe off the money and efforts invested in the paid search strategy. There is a possibility of businesses having thousands of keywords each of which is costing very less in aggregate but they amount to big portion of the overall ad spend.
There is a way to identify whether the business owner is a victim of ‘death by thousand clicks’ phenomenon by analyzing the keyword report based on individual campaign or product category and then by clicks or cost, and by analyzing overall performance. The bids should then be adjusted according to the under-performing keyword segments.
Paid search is a proven strategy for online retailers for getting more traffic and improving the conversion rates. It also helps in engaging the customers throughout their shopping journey and across multiple devices. It is very crucial to generate Paid search ROI for long term success of the business. In order to make the most out of your paid search spending, use the above tips.