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Luv Arora

May 18, 2016 / In Online Advertising

At Envigo, he plans digital marketing campaigns for brands in BFSI, Technology, Hospitality and Travel domain.

Simple optimisations to get remarkable results for your E-commerce PPC campaigns

The results of PPC campaign for online retailers can be lucrative; especially at a time when e-commerce is booming in India. According to a recent data by Statistica, the number of digital buyers in India is expected to reach 41 million by the end of 2016, representing 27 percent of the total number of internet users in the country. There’s a huge battle going on the internet to attract customers. So how do you attract visitors to your ads in this hustle?

Here are some simple tweaks to improve your existing PPC strategies and get remarkable results.

Remove underperforming keywords from the campaign

As the ecommerce market is growing, more advertisers are bidding on your top performing keywords to compete on PPC rankings. This will lead to an increased CPC. Pausing the poorly performing keywords could stop the damage. You can then utilise the same budget on your top performing keywords.

Put a price to your cost per conversion

To make sure you are not overpaying for a conversion, begin with a benchmark of the amount you are willing to pay for a conversion. The keywords and placements that are driving huge amount of clicks, however surpassing your benchmark cost per acquisition are not worth working on.

Competitor Analysis

Get to know the secrets of your competitors’ paid activity and compete with them by bidding on the same keywords and placements. You can use competitor analysis tools like SEMRush and MixRank to gain access to your competitors’ top performing keywords and placements.

Display price in ad copy

Displaying an estimate price of the product in your ad copy can significantly increase qualified clicks i.e only those people who are willing to pay that price will click your ad. We manage PPC campaigns for BIBA and we follow this strategy while writing ad copies.


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Target people in the buying stage

Imagine if you come across only those who know exactly what type of product they are looking for(brand, model number etc.), and are ready to purchase. A quick and easy strategy for expanding your campaigns to reach these types of customers is to bid on the model number of the products you are selling. When someone searches for the model number of a product, this indicates that they have already finished the research stage of their purchasing process, and are likely to be at the buying stage.


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Align your ad copy with landing page

Your ad copy must be aligned with the right landing page. Consider the above example, if someone is searching for a Lenovo Yoga 900 laptop, and you are sending them to your overall Lenovo laptop category, you could be losing out your visitors who are too lazy to search for Lenovo Yoga 900 on your site.

Suggested Read: ReMarketing List for Search Ads

The aforementioned are some of the optimisation techniques suggested by our SEM team that you can start implementing in your campaigns right now! And of course, let me know in comments if you have more optimisation techniques to achieve positive results for PPC campaigns.

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