PPC Basics: Common Mistakes Ecommerce Stores Should Avoid
You’ve set up your ecommerce store, stocked your virtual shelves, and are ready to skyrocket your sales. Your next step? Pay-per-click (PPC) advertising, of course. However, before you dive in, it’s crucial to know about the common pitfalls most businesses encounter. Whether you’re a seasoned Ecommerce PPC pro or just starting out, understanding these mistakes can save you time, money, and hassle. After all, nobody wants to pour their hard-earned cash into campaigns that yield little in return.
If you’re looking to optimise your ad spend and get the best return on your investment, you’re in the right place. While you might have a basic grasp of PPC, fine-tuning your strategy can make a world of difference. We’ve seen many ecommerce stores make similar errors repeatedly, so we’ve compiled this guide to help you avoid them.
Ignoring Negative Keywords
Negative keywords are as important as the ones you’re bidding on. They ensure your ads don’t show for irrelevant searches, saving you money. Imagine you’re selling luxury handbags. You wouldn’t want your ads to pop up when someone searches for ‘cheap handbags,’ right? Regularly revisiting and updating your negative keyword list based on past data can make a significant difference. It might seem tedious, but the time spent is worth the saved ad spend.
Skipping Regular Performance Monitoring
Think of PPC as a car engine. If you don’t check on it regularly, it’s bound to falter. Monitoring your campaigns often can help pinpoint what’s working and what’s not. Are mobile users converting more than desktop users? Adjust your bids accordingly. The ecommerce landscape changes rapidly; what worked a month ago might not work today. By staying on top of your campaigns, you ensure you’re not wasting budget on non-performers.
Overlooking Ad Copy Refinement
Many ecommerce stores set an ad and forget it, but stale ad copy can lead to ad fatigue. To catch your audience’s attention, your ad copy should be engaging and relevant. Regularly testing different headlines, descriptions, and calls-to-action will help pinpoint what resonates best with your audience. Remember, what grabs attention today might be ignored tomorrow. Keep testing to stay ahead.
Ignoring Mobile Users
In 2023, mobile shopping increased significantly as more people opted for purchases on-the-go. This trend hasn’t changed in 2024. Make sure your ecommerce PPC campaigns are optimised for mobile. Ensuring your landing pages load fast and display correctly on smaller screens can make or break a sale. Moreover, if your call-to-action isn’t easy to find or your checkout process is cumbersome on mobile devices, you might lose potential customers.
Neglecting the Use of Ad Extensions
Ad extensions are proven click-boosters for your ads. These small snippets provide additional information about your store, such as locations, phone numbers, or even customer reviews. Not utilising them would mean missing out on opportunities to engage users better. If you haven’t started using ad extensions yet, what are you waiting for? They offer your adverts that extra bit of real estate to stand out.
Poor Budget Management and Bid Strategy
Without a proper budget plan, your PPC campaigns might end up like a runaway train. It’s essential to identify which products or services bring the most revenue and allocate your budget wisely. Likewise, your bid strategy should be aligned with your goals, whether it’s to drive traffic or increase conversions. Continuously evaluate your campaigns to ensure you’re not overbidding on low-converting products or underbidding where there’s potential.
Not Tracking Conversions
You don’t want to drive traffic to your site only to remain in the dark about what these visitors are doing. Ensure you’re tracking conversions to find out which ads and keywords lead to purchases. Tracking can also help you better allocate your budget by highlighting which aspects of your campaign perform well. Every click might cost you, but not every click leads to a sale. Knowing which clicks are worth it makes a world of difference.
Conclusion
PPC can be a powerful tool for driving sales and growing your ecommerce business. Nevertheless, understanding the intricacies and avoiding common mistakes can ensure you get the most for your buck. Commit to learning and adapting as the digital landscape evolves. If you’re ready to refine your PPC approach and maximise your ecommerce store’s potential, consider professional assistance. Check out our PPC management for Ecommerce Stores for expert guidance tailored to your business needs. Let’s optimise your campaigns together!
