How To Bring The Shopper To Shopping? Pay Per Click Done The Best Way
April 10, 2017
Article Overview10min read
The great thing about shopping online is consumers can browse any ecommerce store, checking out your favourite products all the while watching re-runs of reality TV. The problem lies in the attention span of customers, as they expect a site to be well organized and run proficiently; otherwise they are scouring the next one. No customer wants to spend time at an online store that takes long to upload. Business owners need to take extra steps to ensure you create a pay per click campaign that not only brings the shopper to the shopping, but lets them remain there for as long as possible.
The first step is for a PPC company is to create a PPC campaign based on product category keywords to drive traffic directly to the category pages. What you are doing is making life easy for the consumer. You bring them to category pages. This saves time, energy and bounce rate. Most importantly, it increases conversion. It takes a person just a few seconds to lose complete interest and walk away to a product page that serves them better.
When customers use certain parameters or features to express their needs, put your best foot forward. Align your pages to suit their needs. If a customer is looking for a pair of cheap sunglasses, for instance, do not direct him to a general page. Instead, direct the user to the lowest price product and align this parameter as your landing page.
Imagine you are the buyer, if you want to search for a LED TV and you are directed to a general home appliance page Vs. a TV page with the right size and model TV, which page would you prefer? And on which page would you make the sale. This is the same mindset of your customer, they want easy, quick and convenient.
Now to the third step; create Google AdWords management for specific products that can draw in decent traffic. Use specific keywords, write an ad copy for the product, stamp a price and direct traffic to that page, it won’t be the same high volume as a general page. However, what it will do better is give you customers who have a strong intent to purchase. When you include the cost, for instance, you are qualifying the traffic which means users who don’t like the price will not bother to click.
Segmentation is key. Marketers make a common mistake by mixing specific keywords with generic ones. If you have an adgroup that contain specific keywords combined with generic keywords, it doesn’t help anyone. As much as it is tempting to combine in the hope you will reach a broader audience, it doesn’t work that way. What you can do instead is to advertise to different sets of audiences, using the specific keyword set and generic set. When Google AdWords campaigns are separate, you will be able to identify which campaign works better and brings more conversion.