7 Ways an eCommerce PPC Agency Can Improve Your Targeting (Which Can Improve ROI)

Probably the majority of eCommerce businesses are running some sort of paid search marketing campaign – at least the ones that are not in PPC-restricted industries.

At any rate, PPC, or pay-per-click, can be an extremely effective way to generate leads and conclude new sales.

Or, if your campaign is not optimized, it can be a glorious way to pour money straight out the window.

Here are 7 ways an eCommerce PPC agency can optimize your campaign to attract the right customers and make sure you get as much back from each dollar you spend.

1. Demographic Targeting

The most important thing, arguably, is that you are targeting the right customers based on age, gender, interests, income and employment, marital status, and other demographic factors.

These, perhaps more than any other factors, influence clicking (and buying) decisions.

An ads campaign manager will make certain that your PPC ad copy is only shown to the right people that are actually interested in buying your products.

2.Geographic Targeting

Where people are in the country can be just as important as who they are, how old they are, and other demographic factors. Location in the country influences both search intent and buying patterns.

Moreover, for local campaigns, geographic targeting is crucial. You don’t want ads for housekeeping services in the northeast to show up to buyers in Arizona.

3. Time-of-Day Targeting

Interestingly enough, buying patterns are also influenced by the time of day apparently as much as they are by other demographic indicators.

If your account manager notices that all of your clicks and conversions come through between 1 and 3 AM (for whatever reason) then more of your ad spend should be dedicated to displaying your ads at these times.

4.Device Targeting

For whatever reason, buying patterns also hinge on device usage. Some shoppers on desktops show more lucrative buying behavior than those on mobile devices and vice versa.

There’s typically no way to predict this; instead, buying habits need to be traced. If your PPC strategist notices that most of your sales come from mobile shoppers, then your PPC strategy needs to be adjusted accordingly.

5. Bid Strategy Optimization (Targeting the right keywords)

You also need to make sure your ads show up in front of people that are searching terms that are associated with intent to purchase. Targeting keywords that are associated with an intent that is irrelevant to your ads’ purpose, which is conversion rate or sale (most of the time) is pointless and expensive.

Therefore, your eCommerce PPC management company will be invested in determining which keywords to bid on so that your ads show up in the most relevant searches, to people that are likely to purchase.

6.Negative Keyword Targeting

Your eCommerce PPC manager has to be concerned not only with making sure your ads show up in front of people that want to buy. He or she has to be concerned with making sure that your ads don’t show up in front of people that don’t want to buy.

Part of this has to do with defining negative keywords and then excluding them. Negative keywords are those which are determined not likely to result in a click or a conversion, or which have search intents that are irrelevant to your ads.

7.Retargeting

Sometimes, a lead just needs to be shown an ad at the right time in order to convert. Occasionally, customers will visit a target page, consume some content, then leave and not think about it again.

Retargeting often shows an eCommerce PPC campaign’s ads to a visitor that had intent to purchase, but not at the first moment he or she visited an eCommerce store. Retargeting pitches ads to people that have interest and have visited. Showing up in the right place at the right time can conclude a sale.

Hire an eCommerce PPC Agency Today

There are other ways in which an eCommerce PPC agency can benefit your Google Shopping Ads and other PPC campaigns. They will perform keyword research, run audits, optimize landing pages, and can coordinate efforts across SEO, email marketing, and social media marketing as well.

If you’re looking to take some of the heavy lifting of ads management off your plate, hire 1Digital^Ⓡ Agency (1DigitalAgency.com).

They’ve been handling PPC campaigns for many years and can help you improve your ROAS and ROI with advanced targeting and ongoing optimizations. To learn more about their process, visit their website via the link above or contact them at 888-982-8269.