When used properly, PPC campaigns for eCommerce can bring in serious revenue and increase exposure for small businesses trying to sell their products online in a competitive space.
For small business owners running eCommerce stores, Google and Facebook’s ad managers allow them to create online ads with photos, descriptions, and prices to show in Facebook’s News Feed, or at the top of Google’s Search Engine Results Page.
However, when set up incorrectly, these PPC campaigns can waste money by showing ads to the wrong sets of people, or not showing up at all because the product pages lacked keywords and relevant information.
Google and Facebook Ads managers, while offering intuitive interfaces, are still complex and can be challenging to navigate successfully while managing the other aspects of a business.
If you’re a small business running an eCommerce site, before you start setting up your Facebook and Google Ads accounts, consider hiring a PPC management company to handle it for you.
The Importance of PPC Campaigns for eCommerce and Online Brand Presence
Back in 1996, two years before Google was created, a company called Planet Oasis created the first PPC ad. Since then, Pay Per Click advertising has revolutionized the way companies show their ads to people browsing online.
Instead of showing ads the traditional way, through TV and magazines, PPC allowed companies a chance to spend their money more wisely — by showing their ads to people who were actively searching for similar products online.
Today, two of the biggest ad platforms, Google and Facebook, offer the best PPC management systems for any small business to use to advertise their products online to billions of users.
Facebook’s wealth of user data means you can create highly targeted campaigns to show your products to your exact audience. With Google, you can create a Google Merchant Account so your products are featured in Google’s “Shopping” search results tab, in addition to being easily found by those who need your product.
If your business is primarily online, then you must be using PPC ads to improve traffic to your website and to get your products in front of people searching for similar products online.
What Makes a Good Google PPC Campaign
In 2012, Google started its Google Merchant Center, letting users set up their own merchant account to show their products on Google’s “Shopping” tab.
Unlike the traditional Google ads that use biddable keywords, Google Merchant Account doesn’t allow users to bid on keywords. Instead, users upload their product information and descriptions into their Google Merchant Account. Google then automatically pulls products into its shopping tab that match the searched keywords.
For this reason, it’s important to have a team of experienced SEO and PPC experts who can write product descriptions that are easily found by Google’s search engine.
Furthermore, you’ll want to understand the different Google shopping ads that are available to eCommerce stores.
Currently, Google has product shopping ads and showcase shopping ads.
Product shopping ads are the search results in the shopping tab that show specific products that are similar to the search term. These ads display a picture of the product, a description, the store name, and reviews.
Showcase shopping ads are more general and highlight the store rather than a specific product. Instead of showing a specific product, showcase shopping ads are more like window browsing, displaying pictures of the store and showing the company’s information to click on.
Google’s shopping ads have a few different ways to pay, either using a Cost Per Click (CPC) or Cost Per Engagement (CPE).
If you’re unsure of how to set up your account or want to make sure your products are optimized for online searches, consider hiring Denver PPC to set up your Google Ads and Google Merchant Center accounts.
What Makes a Good Facebook Campaign
Ever browsed through Facebook or Instagram and found sponsored products that perfectly matched your interests? It’s no surprise that Facebook’s ad manager is a powerful way to sell products online to its existing audience of 2.8 billion people.
Thanks to Facebook’s wealth of user information, such as demographics, interests, pages followed, and user behavior, you can now show your products to several highly specific targeted audiences within Facebook’s ad manager.
Facebook Ads offers many targeting methods, such as building an email custom audience, letting you show your ads to existing customers. Or create custom audiences, by deciding which people to show ads to based on their online browsing behavior.
But perhaps Facebook’s most important targeting tools are its lookalike audiences, and retargeting capabilities. With lookalike audiences, you let Facebook analyze a custom audience list of your choosing to find new customers who are similar to your existing ones.
With retargeting, you can show specific product ads to people who have visited your store but left without purchasing. For instance, a person went to your website, browsed, but then left without purchasing. With targeting ads, you can show sponsored ads in people’s Facebook News Feed showing them the exact products they were looking at but didn’t buy yet.
Benefits of Hiring a PPC Management Agency
If you’re a small eCommerce business owner, you owe it to yourself to start using PPC ads to drive traffic and sales for your company.
However, learning Facebook and Google’s ad managers takes years to fully understand and master.
In order to save time and money, hire your own expert team to handle the complex issues of setting up and running PPC campaigns.
Instead of spending hours researching, writing, and setting up online ads, outsource this work to PPC experts who have a proven track record of managing advanced digital ads.
When you hire a PPC management agency to handle your online advertisements, you have more time to focus on running your business, improving your products, and managing product fulfillment.
Hire Denver PPC to Run Your eCommerce Campaigns
Denver PPC is an experienced and recognized team of PPC experts based in Colorado.
Our company is one of the few PPC agencies in Colorado that has met the requirements to be called a “Google Partner.”
In order to become a Google Partner, Google requires that a company has managed a minimum of $100,000 in ad spending during the past 90 days and employs Google Ads Qualified Individuals.
At Denver PPC, our PPC experts have years of experience setting up and managing Google and Facebook ads for several industries and have a proven track record of success.
If you’re an eCommerce business owner who already has an existing Google Ads account, contact us to get your free 10 point PPC analysis today.
Denver PPC also offers white label PPC management to marketing agencies looking to offer more services to their eCommerce clients.
Have more questions about setting up your PPC accounts? Call Troy or Tony today at 303-975-2810.
