Ecommerce PPC: The Complete Guide to Optimizing Your Campaigns

August 26, 2022

Small and large businesses alike favor one of several standard online advertising models: pay-per-click advertising. Data-driven e-commerce digital advertising is a promising opportunity for pursuing eCommerce digital advertising as it is backed by data, easy to scale, and offers a decent return on investment.

We’ll look at eCommerce PPC in detail, from how it works to its benefits for companies like yours. Keep reading to get started now!

What is eCommerce advertising?

Buying offline and online ad space is a method of promoting an online store. In most eCommerce advertising strategies, online ad space on a search engine, social media network, or website is targeted.

What is PPC for eCommerce?

An eCommerce PPC campaign is a paid search marketing approach for promoting an online store and its items. PPC can be used to generate sales by targeting ready-to-buy customers on search engines, social media platforms, and websites.

What is PPC advertising?

In pay-per-click advertising, you only pay for user engagement. Your ad is shown as frequently as desired, and you are only charged for actual clicks, not for how many people see it. Google and Facebook are the two largest and most well-known ad platforms. You can use them to distribute your advertisements.

All of the advertisements above Google search results and most of the advertisements you see on Facebook are PPC ads. Google shopping ads, for example, are one of the most common instances of eCommerce PPC. The PPC model is great for eCommerce businesses because it is extremely data-driven. Having unlimited room for optimization, testing, and scaling is ideal for an eCommerce business model.

How does PPC for ecommerce work?

You have to follow a few steps to set up an ecommerce PPC campaign:

Ad creation

Generally, ad creation is straightforward for ecommerce PPC marketing. These ads are usually little (although some platforms offer larger ad sizes), and consist of a headline, a few lines of ad text, and, in some cases, a picture.

Google Ads

You simply need to provide a link to your destination page, an advertisement title, and two lines of text to advertise with Google Ads.

Keyword selection

You choose the keywords that trigger your ad using the Google Ads PPC model.

ECommerce businesses that sell camping equipment, for example, might choose words like “best tent for the winter” or “best warm weather sleeping bag.” Your ad will only appear if users search for those terms or close variations of them.


You can then decide how much you want to pay to have your ad shown, once you have created your ads and chosen your keywords.

Your standard bid varies depending on the competitiveness of your selected keywords. If it's a high-volume, profitable keyword that many businesses are vying for, you'll end up paying more per click than you would if you were targeting less-popular keywords.

Proper keyword research is vitally important for eCommerce PPCs because of these very reasons.

Why use PPC for eCommerce sites?

There are several excellent reasons why eCommerce businesses should use PPC advertising.

1. It fits in with the eCommerce business model

An eCommerce business is mostly run using a spreadsheet, and those numbers tell the whole story. The structure of PPC suits eCommerce perfectly. You can track your advert campaigns minute by minute, down to the last penny.

Furthermore, optimizing an eCommerce store for conversions is usually simple for eCommerce store owners, since the process is similar to optimizing a PPC campaign for more clicks.

2. You set your budget

You can use PPC in eCommerce to advertise as big or as small of a campaign as you like. You do not need a huge budget to benefit from eCommerce PPC advertising. PPC approach is opposite to traditional advertisements, in which you don’t have to pay before seeing the result, but rather pay after seeing the result. You can even adjust your spending on the fly.

3. You can get very granular in your ads

There is no doubt that one of the most valuable aspects of PPC for eCommerce businesses is how extremely targeted you can get with your campaigns.

With SEM, you can precisely target the customers you want to reach. For example, if you own a clothing eCommerce store, you can create advertisements specifically for new sweaters. The sweaters may be made of cashmere and water-resistant. You could create a series of ads with “water-resistant cashmere sweaters” in the text, and then bid on phrases like “best water-resistant cashmere sweater.”

With eCommerce PPC, your ads are only ever delivered to people who are looking for exactly what you're advertising in the first place. You cannot get more specific than this.

Why is PPC Marketing Essential for eCommerce?

A crucial element of eCommerce business is PPC advertising and marketing.

Because your brand operates primarily in the digital realm, it is crucial to draw audiences through online advertisements and bring them to your store. Here are a few advantages of PPC marketing for eCommerce companies.

i. Quick Traffic Boost

With PPC, your site or store can start receiving new traffic immediately. An increase in traffic can help you improve conversion rates and bring in new audiences to explore your products, thus converting new leads into customers through your sales funnel still remains your job.

ii. Contributes to Business Goals

Using PPC advertising, you can achieve your business objectives and generate revenue. It provides fast results, so you can quickly move towards your business objectives, whereas other strategies such as content marketing might take years or even decades to yield significant results.

iii. Controlled and Targeted Advertising

You have both budget and audience control when working with PPC models like Google Ads. Through PPC advertising, you can create finely targeted ad audiences by specifying which users your ad should be shown to rather than showing it to anyone who uses the keyword.

You can dig into demographic data and target specific groups with your campaigns by using this function.

iv. Helps to Manage Marketing Budgets

It's all too easy to overspend on advertising when you're trying to catch up to well-funded competitors. Pay-per-click ads allow you to manage your marketing budget by only having you pay for ads that are clicked. You can also use your keyword research to find keywords that are less competitive and therefore have lower per-click costs, to find less competitive and are less costly keywords.

Best Practices for Ecommerce PPC Management

When developing an eCommerce PPC strategy, certain eCommerce PPC management areas must be considered. Implementing best practices and ensuring that your team follows through can improve your campaign results.

Effective brand management requires the following eight guidelines:

1. Improve Your Ad Click-through Rate

A click-through rate, also known as a CTR, is the proportion of people who see an advertisement to those who click on it. Getting clicks is the first part of bringing a lead through the sales funnel to making an eCommerce purchase. 

Spending time optimizing your copy and the advertisement to entice more customers to click can improve your click-through rate. You can monitor the various responses in your ad using PPC advertising platforms to see which messaging generates the highest click-through rates.

2. Choose Appropriate Keywords

Your PPC campaign is built on the foundation of the keyword choices you make.

Finding the right keywords is crucial for both your industry and product-related keyword research and for user search queries.

It's important to include both industry-specific, precise keywords and long-tailed keywords that match the queries exactly in your keywords. Having the right keywords can bring you targeted traffic and qualified leads.

3. Add Negative Keywords

It's also possible to include negative keywords, or words and searches that you don't want to be found for, in addition to the keywords that you want to be discovered for.

You can use this to weed out users who are looking for something other than what you are offering, thus avoiding wasting your time on people who won’t convert. Having negative keywords in your ad campaign helps you to manage and control your campaign down to a very granular level, in addition to avoiding users who are not interested in your products.

4. Optimize Your Product Pages

Your eCommerce store can receive leads through PPC advertising, if you aim to do so. Despite this, if your product pages are not optimized, your new leads will bounce off of your site and ignore your future advertisements.

Adding relevant, descriptive material to your pages, including pictures and videos to help consumers make purchases, and planning a seamless purchasing path are all ways to optimize your site.

5. Update Product Feed

When you send a product feed to Google Shopping and other shopping channels, you're providing information that helps get your products listed properly.

Inaccurate and out-of-date product feeds will cost you clicks and harm your brand reputation. Always update your product feeds immediately when a new product or feature is released, and keep a schedule to review and update them regularly.

6. Create a Good Shopping Cart Experience

Your customers must have a better shopping experience in order for them to finish and check out.

It's crucial to choose the right ecommerce shopping cart platform. Avoid selecting a lower-quality program in an effort to save money on pricing.

Once you have selected the platform you want, you should examine each phase of the purchasing process and ensure that customers comprehend instructions, that the shopping cart experience is optimized to increase checkouts, and that your forms are not so onerous that they turn away customers.

7. Use Google Shopping Ads

Google Shopping Ads are just one of the PPC advertising platforms, besides Google and Facebook Ad Words. When users search for a product-related keyword, these ads appear at the top of the search engine result page.

It's important to continually manage your Google Shopping Ads in order to improve the results, just like other ads on the Google platform. You can monitor and improve these product ads as well.

8. Run Dynamic Targeting Campaigns

A single website can host multiple dynamic targeting campaigns.

A dynamic advertisement can automatically organize your eCommerce products and services into categories, which can then be filtered based on user preferences to retarget bounce traffic.

What are the advantages of employing an eCommerce PPC advertising company?

You and your team must invest a lot of time and effort into effective eCommerce PPC management. A brand may not see the best results if management is not adequately prioritized. Due to the amount of time required, proper management is not possible for every brand.

For brands that recognise the value of PPC advertising but don’t have the time internally to spend on management, PPC advertising management firms are a great solution. A specialist who has in-depth knowledge of PPC management for e-commerce brands can provide the time and effort required to achieve the best results from your campaigns.

PPC campaign running and management agencies and companies can assist with

  • Keyword analysis
  • Bid management
  • Geo-targeting
  • Performance analysis
  • Channel targeting
  • Competitive analysis
  • Landing page creation
  • Campaign monitoring
  • PPC testing
  • A/B testing
  • Negative matching 

By outsourcing your eCommerce PPC management to a third-party company, you can free up your staff to concentrate on higher-level issues such as your digital marketing and advertising strategies and how to connect PPC campaigns to larger brand endeavors.

Why You Should Work With Us As Your PPC Management Team

Our Ecommerce Pay Per Click experts can help you maximize your PPC spending with Google Ads. Let us handle your shopping campaigns so that you can focus on other parts of your business. We can generate sales for you. Our hard work and expertise have resulted in millions of sales for our clients, and we would love for you to be a part of it. Whether you want Google Ads Search or an integrated Google Shopping PPC Ads and Remarketing campaign, we are the Ecommerce PPC agency that gets the job done!

Paid search advertising is among the most effective ways to reach potential customers online. With PPC ads, you can target users who are looking for services like yours — and they’re likely nearing a decision on which company to choose. With so much competition in the industry, a small advantage can make a big difference. That’s where an exceptional PPC management team comes in. As your partner in this initiative, we’ll work alongside you to develop best practices, integrate new technologies and monitor performance indicators on an ongoing basis.Why should you hire us as your PPC management team? Because we have the right expertise and experience. Here’s why:

- Google Shopping Ads

Paid search Ecommerce experts will get your products featured in the shopping section of Google. With Google Shopping PPC campaigns, online browsing turns into online buying. Google Shopping PPC campaigns reach the consumers who are looking for what you sell: those searching for what you sell.

- Google free & fast Shipping

Annotation is prominently displayed on Shopping ads to improve the purchasing experience by offering free and fast shipping. Consumers will benefit from less friction as shipping details are no longer concealed. Businesses will see more conversions as a result. Customers shopping online today want to know if their purchase includes affordable shipping and fast delivery. With Google's new Shopping ads feature, your customers will immediately know they can get what they want, free and fast!

- Management from a Google Ads Premier Partner

EcommerceSEO.Pro is a Google Ads Premier Partner, and your ecommerce PPC campaigns will be managed by the best in class! We've reached a higher level of screening, certification, training, and product knowledge with other Google Partners. Contact us for a free PPC evaluation and see for yourself! We also handle Microsoft Advertising through the Microsoft Search network!

- Real People, Real Management

As a Google Ads management expert, each of our clients is represented by a real person, not just software. Your Paid Search specialist and Account Manager work together to create the perfect team of strategy and implementation, ensuring that we achieve the goals that lead to your success. You can count on us to handle all of your Google Ads for lead generation, and we will keep you up to date via scheduled conference calls, Skype sessions, or Google Hangouts.

- We’ll Develop Effective Strategies For Your PPC Ads

First and foremost, we’ll develop strategies for your PPC ads. This includes using an appropriate mix of text and display ads, ensuring your ads are relevant to your audience and taking into account any seasonal aspects related to your business. We’ll also help you decide on the best bidding strategy for your needs, whether that’s manual or automated. We’ll make sure that your ads appear in a way that drives clicks and conversions without violating Google’s policies or worse, turning off potential customers.

- We’ll Help You Integrate New Technologies

As your PPC management team, we’ll help you integrate new technologies as they become available. New trends in digital marketing and advances in existing technologies like voice search technology mean that PPC is always changing. New ad formats, targeting options, and other advancements are coming out all the time. We’ll help you sift through new developments and determine when they’re suitable for your business. We’ll also help you decide which new technologies to invest in and integrate into your marketing strategy.

- We’ll Monitor Performance Indicators On An Ongoing Basis

As your PPC management team, we’ll be monitoring performance indicators on an ongoing basis. This includes keeping tabs on your click-through rate, conversion rate, and cost per acquisition. We’ll also be monitoring the search engine results pages (SERPs) for your keywords to see how your PPC ads are performing compared to the competition. Monitoring performance indicators is crucial in ensuring your PPC campaigns are generating revenue. If you aren’t generating revenue through PPC ads, there’s little reason to continue investing in them. We’ll help you make this determination and decide what next steps to take.

- We’ll Ensure Brand Safety And User Experience

As your PPC management team, we’ll ensure brand safety and user experience. We’ll make sure that your ad copy and landing pages are in line with your brand’s identity and don’t lead to unwanted results. If your ads are showing up on inappropriate websites, they may be costing you more than they’re bringing in. We’ll help you determine whether your ad campaign is being affected by Google’s brand safety filter. And as your PPC management team, we’ll also make sure that your ad experiences are positive and lead to conversions.

- We’ll Optimize Ad Spend Over Time

As your PPC management team, we’ll optimize ad spend over time. This means we’ll make adjustments as needed to maintain or improve performance. If a certain keyword or ad isn’t generating the right amount of impressions or click-through rates, we may recommend pausing or removing it. We’ll also make adjustments if a certain keyword or ad is generating more impressions or click-through rates than expected. This may indicate that it’s outperforming the rest of the campaign and needs to be increased to a higher level of spend. Over time, with our help, you can fine-tune your PPC campaign to maximize its potential.


As you can see, there are many reasons why you should hire us as your PPC management team. We’ll help you develop effective strategies for your ads, integrate new technologies, monitor performance indicators on an ongoing basis, and ensure brand safety and user experience.

We’ll optimize ad spend over time and make adjustments as needed to maintain or improve performance. If you’re looking to increase your website’s traffic and sales through paid search advertising, we can help.

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