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3 Holiday PPC Tips for Ecommerce Advertisers – EBriks Infotech

Posted by : Jitendra Singh, December 18th, 2012

Among so many marketing tactics, there is PPC, pay-per-click advertising technique that brings in well targeted traffic, consisting of visitors that want to be buyers. There are few holiday PPC tips that if followed would help you fetch good results even at the time of holidays. Focusing on ROAS, carrying out targeted campaigns and keyword matching with appropriate landing page, etc are much helpful tips.

There are lot of marketing techniques that help a business to spread awareness about the related product or services delivered. PPC, Pay-Per-Click is an advertising technique that brings in well targeted traffic for the business, increasing the chances of increasing return over investment. The technique of PPC becomes much complicated, when there are thousands of products under different categories. The right keyword selection and carefully running of campaign to keep a check on the progress in traffic are crucial from business point of view. It is an effective technique that would bring in visitors that want to be buyers.

This technique should be carefully analysed, as it entirely depends upon the keyword chosen. Here are few of the holidays PPC tips for advertisers to be implemented before the holidays.

Focusing on ROAS or CPAs:

People look at overall ROAS, Return on Advertising Spending. However, they should check the number of campaigns, keyword level and groups ads. It can be done by putting the target CPA at the ad group level. It also makes your optimization and reporting much easier, a ROI at keyword level can easily be calculated. The report created at the end would be helpful in understanding of what is and isn’t performing.

Targeted Campaigns for products with long tail name:

A large number of people send off their PPC traffic to their category pages, because of myriad of keyword to be targeted. It can also be done using different approach of sending long tail keywords directly to pages containing information about products. A person can carry out campaigns from product feed to individual ad groups.

It may be difficult to carry it out in the initial stages, but it becomes easier, once the calculations start in Excel. Cleaning up data feed to make a clean report is also considered useful. Some ad copies containing price of products should be handed over to searchers.

Keyword Matching with Product Landing Pages vs. Category Landing Pages:

The landing page for the visitor should be identified carefully. Though it depends upon site, but still, sending a person to far off targeted page, when he or she is trying to know about products, would not be a beneficial activity. Thus, the landing page conversion rate should always be checked into. The visitor should be sent to the best page for their query.
These tips would be helpful in enhancing the performance of campaigns, especially before the start of holidays.

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