PPC Advertising for eCommerce in 2015
The year 2014 saw the introduction of a series of Advertising related features in Google AdWords, and Bing Ads as well as social networking platforms Like Facebook, Twitter, and LinkedIn . These new features are bringing about a revolution in Pay Per Click, or PPC Advertising for eCommerce.
In 2014, the focus also saw a shift toward:
• Prioritizing Google’s Product Listing Ads
• Running social PPC campaigns
• Putting greater emphasis on remarketing ads
Let’s see how these will impact eCommerce advertising in 2015
The Rise of Shopping Campaigns
Product Listing Ads, or Shopping Campaigns as they are now called, had a huge influence on eCommerce PPC advertising in 2014. They had a huge impact on search engine results. The best thing about Google’s Shopping Campaign is that it allows you to manage product listings in AdWords, generate reports to monitor performance of product groups as well as individual products, and accordingly adjust your strategy for specific products.
Couple your ad units with prices and user ratings to make for a compelling listing and immediately attract customer attention. No doubt, this strategy will give you better click-through rates compared to other text-based ads.
Google and Bing are expected to continue making improvements and refinements in AdWords and Bing product listings. In order to make PPC advertising for eCommerce in 2015 more effective, create separate campaigns for broad keywords, highly relevant keywords, and moderately relevant keywords and set different priority for each campaign. AdWords will be forced to show any of the other, so you can bid appropriately in order to get effective keyword-level control.
Growth of Remarketing Ads
This year will see a boom in the Remarketing Ads arena. Remarketing allows you to follow a user online with an ad of the product that they had searched for in your eCommerce store recently. The product ad will follow the viewer around the web for days and reflect the current price, which is more likely lower than what they had viewed on your eCommerce store earlier. This form of PPC advertising for eCommerce in 2015 will help you keep your products fresh in their mind, which might convince them to visit your site and make the purchase. Sounds like a Stalker, but works Great!
Similarly, Facebook’s Atlas advertising platform allows marketers to market to a potential buyer based on their profile, showing them ads irrespective of the device they are logged in to for Facebook. This people-based marketing aptly serves the purpose of cross-device advertising and tracking.
Read our post next post about Remarketing Ads. It will explain what Remarketing Ads are all about.
‘Pay To Play’ Social Media
Pay to play might seem like the end of free advertising, especially as far as Facebook is concerned, but this form of PPC advertising for eCommerce in 2015 offers a big opportunity for companies to expand their reach to a wider audience at more reasonable rates.
While Facebook is already viewed as a glorified advertising network, Twitter will soon follow suit and turn into a ‘pay-to-play’ network for marketers, with its plans to implement a new algorithm in the style of news feed.
It is becoming increasingly important for marketers to invest in paid media ads in order to ensure that their product related information reaches their target audience and they get an edge over the competition.