To bring more customers to your Shopify store and drive more sales, you have to launch a pay-per-click (PPC) campaign for your Shopify store. After driving traffic to your store, you have to tell your customers that you have something special for them and then let them make a purchase of your products with a few clicks. That’s what PPC ads for your Shopify store can do for you. A successful PPC campaign can drive enough high-quality traffic to your Shopify store. By this, you can get enough visitors to your store who are likely to purchase a product. Here are some ways to get more qualified traffic to your Shopify store using PPC ad campaigns.
Right Audience
You have to put your PPC ad in front of the right audience to drive high-quality traffic to your Shopify pay-per-click store. If you are not getting the right audience, then you are wasting your money on ads. For this, you have to follow these steps.
Start with the right strategy
Defining the objectives of your business from per marketing point of view is the first step in defining the right strategy for your PPC campaign. Your strategy will define the process of allocation of the ad budget. It will also tell you, which audience to target and what KPIs you have to measure.
Diversification of Advertising Platforms
Facebook ads and Google AdWords are the most famous platforms these days, but you should not limit your campaign to these platforms only. There are many other platforms like Reddit, Instagram, Pinterest, etc. on which you can run ads for your PPC campaign. But first, you have to identify the right platform that is suitable for your business model. You can run ads on “niche” platforms. This allows you to target your specific audience to drive high-quality traffic to your website at much lower costs.
Google Shopping Ads
Google shopping ads are also a great way to drive traffic to your Shopify store. As ads in SERPs are displayed at the top of the page, there are more chances of clicks at these ads. To get more results and drive more traffic to your store, you have to use high-quality images and also optimize the product data feed.
Target Refining
You can drive traffic to the Shopify store through ad campaigns in different ways. But you have to be vigilant about the geographic location, demographic information, interests of your audience, affinity, or “lookalike” audience. Try to narrow down your target audience to such a level that you should be confident that you are serving your ads to the right people. Most importantly, you have to be vigilant about the clicks that do not convert into sales. Make your strategy such that you do not pay for those clicks. But you should also keep in mind that too much narrowing down is not always better for your campaign. When you too much specify your audience, you risk exhausting your audience. This can drive up the cost of your ads.
Long-Tail Keywords
With the use of long-tail keywords, you can drive more high-quality traffic to your Shopify pay-per-click store. More likely these visitors will purchase at your store. As compared to the short keywords, long-tail keywords are easy to rank. They are also less competitive. You can easily rank these keywords higher in SERPs. They can drive you more traffic on the same budget. However, you should not use too many long-tail keywords in your campaign as too many long-tail keywords will diminish the relevancy of your PPC campaign. Many studies show that you should start with 5-20 relevant keywords per ad group. Then you must also refine your targeting as you gain insights from the performance of your PPC campaign.
Clicks Qualification
Although gaining traffic looks great why do you pay for the clicks that are not going to convert into sales in your Shopify pay-per-click campaign? You have to be vigilant by including the price information, and location of your business in your ads. By using these techniques, you will attract the right buyers to your store.
Gain more traffic with less budget
You have to be vigilant about the money spent on the ads. Spend your money wisely on your PPC campaign. Make sure that you are getting maximum traffic from your budget.
Strategy to Budget matching
You cannot afford to wide-spread your PPC campaign without a small budget (say, $200/month). Then you have to focus on those platforms that you think will be most effective for the marketing strategy of your Shopify pay-per-click (PPC) campaign. While selecting your keywords and targeting your audience, be strategic. But if you have a budget (say, $15000/month), you can spend more behind the competitive keywords. With more budget, you can also broaden your audience segments. By this, you can experiment with different platforms to increase your reach to your expected customers.
Remarketing Campaigns
You know most of the shoppers don’t purchase their first visit to an e-commerce store. By using the remarketing techniques, you attract “warm leads” back to your e-commerce store. Targeting the visitors who have shown interest in your products earlier can be converted into customers. The audience of your product can be qualified by different criteria, such as time on your store, geographic location, product page, or demographic location. You can run different types of marketing ads, such as standard, dynamic, mobile apps, and email remarketing. You just have to make sure that you are using the right option for your remarketing campaign.
Track your ROI
You are spending your money on ads on different channels, so you should monitor that they are sending the right visitors to your store. If you track your metrics properly, you will come to know which platforms are sending you the high-quality traffic that is converting into your customers and buying products from your store. You can also track what kind of messages in your different ads are attracting the right kind of traffic. You should have a check on all the conversion sources to measure your ROI. There may be ads that you run on different channels to create brand awareness or lead generation. Your prime goal should be to define your business objectives properly and set KPIs to measure the effective PPC campaign of your ads.
Optimization of Ad Campaigns
Tracking the metrics of your ads is half success towards achieving business goals. While analyzing the metrics, you have to make sure that you gather data on a large scale. Your ads should have run for enough time to eliminate any ambiguity. You can also use Google Analytics to optimize the ads of your campaign. By this, you will be able to target, create, and enhance bidding strategies to the maximum outcome of your investment.
Scale Your Ads Campaigns
After carefully analyzing your ad campaigns, double down the budget on ads that are working, and pull the plug on those ads that are not working. Then gradually increase the budget on ads that are performing well and bringing you customers. You must be vigilant that your ads not only bring visitors but also that visitors to your store should be converted into customers.
Spy on Competitors
You have to spy on the competitors’ ad campaigns. This will give you an idea of which of their ads are driving the most traffic to their e-commerce stores. This can be done without spending a penny. If you find that your ads are performing better than the ads of your competitors, it can help you cut the clutter and drive more traffic to your store. In the market, many tools are available which help you to spy on your competitors. You can spy on the keywords for which they are ranking, their traffic sources, and other pay-per-click metrics.
Effective ad content
The text and images on the ads of your PPC campaigns are the most important factors in driving customers to your store. As content is king, so it should be informative and appealing to your target audience. This will compel them to click your ads. It should have your unique selling points, the right keywords for which you are trying to rank, the exact benefits of your products, a rich snippet, and a clear call to action. Always remember the basic rule of proofreading your ads for grammatical mistakes and spelling. Sometimes small proofreading errors can diminish the credibility of your business. Also, the tone of your ads should be natural. Don’t go crazy with the use of exclamation points.
Commercial Intent Keywords
If you use high commercial intent keywords in your ads, it will grab the attention of your visitors and there will be more chances that they will make a purchase. You can use the following types of commercial intent keywords:
- Buy now keywords (Buy, Coupon, Discount)
- Product information keywords (Brand Name, Review)
- Informative keywords (The best ways to, how-to)
- Kicker keywords (Free shipping, Free download)
Use of Extension
AdWords and Bing support the ad extension feature. This feature allows advertisers to add additional links and information to their ads.
- Sitelink extension can be used to feature specific products.
- Call extension can be used to encourage the shoppers to call your business.
- Price extension can be used to show price information about your products.
- A callout extension can be used to add text such as “free shipping”.
Compelling Images
You have to be conscious about the use of images in your ads. Just make sure that the images are high-quality. Images should reflect the personality of your brand. These images should be compatible with the platform. Optimization of image size should be done according to each platform on which you want to run your ads. For example, the image size on Facebook differs from that of Pinterest. If you don’t optimize the size of an image, your ad may not be shown in the chosen formats.
Stay up-to-date with new Display Features
Be focused on the updates of new display features of different social media platforms as they regularly change the display features. Keeping updated will be helpful to you in capturing the attention of your audience and it will also increase the CTR of your ads.
Focus on “Selling”
Focus on selling in your ads. If you provide too much information in your ads, your audience will not pay attention to it. Having non-relative information in your ads will make the audience scroll past your ads. So always try to be simple, specific, and straightforward. It will create curiosity in the audience and will click through to your website.
Conclusion
We have described many ways to optimize PPC campaigns for your Shopify pay-per-click store or any e-commerce store. Gain a deep and clear understanding of your audience. By this, you can deliver a strong message to your audience and it will entice them to click on your ads. Additionally, your ad should be tailored for each platform. It will maximize the engagement of your audience. Do A/B testing of your ads. This will help you in fine-tuning your ads and ultimately it will increase your ROI.
