Ecommerce PPC Management: 4 Common Mistakes to Avoid

As an online business owner, you must know that driving more traffic to your landing page is essential to stay ahead of the curve. This is where pay per click (more commonly known as PPC) advertising comes in! But what if you are using a PPC campaign to drive traffic to your website and still not getting any results from this paid search strategy?

Well, most advertisers make some mistakes with their Ecommerce PPC management, which can affect their online presence. If you don’t want to be one of those, do your best to avoid these seemingly minor yet very damaging blunders in the PPC advertising of your shopping website.

PPC Mistake #1: Ignoring Single Keyword Ad Group (SKAG) structure

You may be tempted to use a group of keywords for your e-commerce PPC ads, but you should not obsess over it. This simple mistake can knock down your whole ad campaign – ruining your hard-working hours and resources you spent in your ads. That’s why you should use a Single Keyword Ad Group (SKAG) structure. This strategy can help you increase your click-through-rates and quality scores.

PPC Mistake #2: Not using standards title and description of a product

Generic title and description of the product will get lost in the sea of words and bids. So, don’t forget to improve your title and description under the sun. While they technically contain the right keywords, they are not able to convert prospects into your customers. Why? Because customers always look for details and unique content, you should use elements including your brand identity in the right colour, style, font, and size beyond using keywords for Google optimisation. With this PPC campaign management strategy, you can ensure that Google shows your ads for relevant searches.

PPC Mistake #3: Utilising poorly ad written copy and ad extension

If you want to grab the user’s attention and give them a reason to click on your ads, you need to avoid poorly written ad copy and wrong ad extension. Incorrect ad extension optimisation is one of the biggest mistakes which won’t appeal to your users and might even alert them to stay away from your shopping site. When you use the right ad extensions, you can use site links and location extensions to enhance your ad, thus ultimately increasing your click rate.

PPC Mistake #4: Not knowing your customer lifetime value

If you are like most paid search advertisers who don’t know about their customer lifetime value, this means you are wasting both time and money. So, you need to know and calculate your Customer Lifetime Value (CLV). By knowing your CLV, you can scale your budget according to your per click, thereby maximising your PPC returns.

Take your e-commerce PPC strategy to the next level.

If you are still afraid that you can make a mistake with your PPC shopping website, get in touch with an experienced marketing expert. With years of experience developing high performing PPC shopping campaigns, they will take your e-commerce PPC campaigns to the next level.