5 Best Practices For Ecommerce PPC

Jessica Kent

As an eCommerce brand, your sales are the driving force behind success. From greeting your customers to boosting conversions, Google Adwords PPC advertising is the best way to get your eCommerce brand in front of potential customers.

It has become impossible to miss the fact that more and more people are shopping online. This, as a result, has led to advertising platforms giving more on-page real estate to retail-related and eCommerce ads. Pay-per-click (PPC) advertising is one of several standard models of online advertising, and it’s a favourite for small and big businesses alike.

Ecommerce marketing, if not done properly, can lead to complications because there are just so many different efforts that you can implement. If you’re in the retail industry or run an eCommerce store, chances are you’re already using some form of online advertising to promote your products, but there is most likely room for improvement. As an eCommerce business, it is recommended that you pursue eCommerce PCC as a part of your marketing strategy as it is backed by data, easily scalable, and offers a healthy ROI.

But how do you know which of these strategies is the right fit for your business model? With demand growing at exceptional rates and the increasing amount of competition, it is essential that you use proven strategies to stand out online. So what do our Google pay per click experts suggest to do to make the most out of your PPC campaigns? Read on to see how PPC can be used for eCommerce.


1. Run Google shopping ads

PPC advertising isn’t just Facebook and Google Ad Words: it’s also grown to include different ad formats like Google Shopping Ads. Google Shopping is a relatively new yet very effective advertising format that allows retailers to provide an overview of their products in a list format with prices and even images to help convince the user to click through. A great benefit of using Google Shopping is that, due to main product information being on display, it reduces the length of the user journey and therefore friction in the users buying journey.

Google Shopping ads are a great way to advertise your products or services directly on Google search pages. Not only is it a new way to display your products but it is growing increasingly popular for users to buy through. According to Smart Insights, Google Shopping ads in the UK now amounts to 82% of retail spend.

So if you want to be in that shopping tab, make sure that you are running Google shopping ads. Optimise your product ads based on results and use an eCommerce tracking set up to see the revenue generated from each product.


2. Optimise your product pages

Ecommerce PPC has one main goal, to bring leads to your online store and convince them to buy. However, if your product pages are not optimised and attractive, an ad can only go so far.

A poorly optimised product page will cause new leads to bounce off of your site and ignore your advertisements in the future. Optimising your pages includes adding clear, relevant information, using images and videos to help sell your items, and making the path to purchase as seamless as possible.

It is recommended to work with an eCommerce digital agency to set up and manage your PPC campaigns as it improves your chances of a successful ad campaign. A PPC expert can also give you tips on which pages need the most work and which pages are doing well.


3. Leverage remarketing

If you’re running Google Ads, you’re already paying for people to get to your website but what about those who don’t buy on the first click? That’s where dynamic remarketing comes in. Most searchers start out in a research-minded phase, scouring brands and sites for products they might be interested in buying. This means they might come to your site, look around, and leave before making a decision.

While remarketing can be effective in various industries and business models, it’s particularly useful for e-commerce ads. If you have the proper remarketing tracking codes in place, and a good remarketing campaign running, you can make sure you stay in front of these searchers at the time that they are ready to make a purchase.

This simple bit of code can help you land more recurring sales, increase your campaign’s clickthrough rate (CTR), boost your ROI, and more. As your ads continue to reappear to the searcher, they should contain new and enticing information, and land the searcher on a different page than their last search.


4. Create a good shopping cart experience

In order for your users to take that final step and check out, you need to improve the shopping experience. This involves your shopping cart. While it may be the final stage of your sale, it is vital to the user journey. Don’t try and skimp on pricing by going with a lower-quality program.

There are mainly three types of shopping carts you should check these out if you are not already in these carts. Shopify, woo commerce, and big commerce. If you are unsure as to which platform is right for you, work with an experienced eCommerce digital agency and they will help you find the best platform for your business. After you’ve picked the platform you want, you need to look through each step of the buying process and make sure that instructions are clear for shoppers. Improve the forms that need to fill out, ensure there are no bugs and optimise the process to be user friendly.


5. Choose the right keywords

Keyword research is necessary to find the keywords that are related to your industry and product offerings and are used in user searches. The list of keywords should consist of all words and phrases used to find your business, your products or your website.

It is worth considering that keywords consist of both “short-tail” and “long-tail” keywords. Short-tail keywords are the short, precise words utilised in your industry and long-tailed keywords that closely match the exact queries entered into search engines. The mix of short and long-tail keywords allows eCommerce sites to bid higher on the plural keywords that avail higher CTR and conversion rate. This not only brings you traffic that is looking for your exact solution, but also users who are ready to buy.


How Can A PPC Expert Help?

If you thought online shopping was going away anytime soon, think again. The demand for quality products on user-friendly sites has never been higher and the competition to reach this demand grows by the day. Ramping up your own PPC eCommerce campaigns is an effective way to take advantage of this growth.

Ecommerce PPC management is an important aspect of a well thought out digital marketing and advertising strategy. If done correctly it can increase your eCommerce sales, reach targeted audiences and improve your brand’s bottom line. A good PPC Marketing Agency knows and understands the value of ensuring all the potential channels are working together to promote your brand and products.

Whether you’ve been doing eCommerce for years or have recently switched to a digital platform amid the pandemic, it’s always good to know what elements make up a successful PPC campaign. Speak to one of our PPC experts today to see how your ads can be improved and begin your PPC journey today.

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