Sky Rocket Your ROI by Using an eCommerce Digital Marketing Agency to Develop an Effective PPC Strategy
In an online business environment where paid advertisements are ever-increasing in complexity, the role of an eCommerce digital marketing agency has become more and more important for the success of your business. Innovations are always rolling out proving to be game changers. From targeting options to ad formats and analytical tools, regardless of the platform, you need to know how to use each aspect to your advantage.
PPC (pay per click) remains the go-to choice whether it is Google AdWords or Facebook ads. And while both mediums use PPC ads, this is where the similarities end. Google AdWords is based on keywords and search behaviors, while Facebook Ads has an entirely different set of parameters. Hoping to use the same marketing strategy for both is bound to be counterproductive.
You need to understand what each brings to the table and deal with them separately. An effective marketing strategy is one that makes use of all the available resources within the confines of your budget to give your business a push in the right direction. An eCommerce digital marketing agency like ours can use its expertise to come up with a marketing plan that takes advantage of PPC for Google as well as Facebook.
The Case for Facebook PPC
Facebook as a social network has much more personal data about its users than Google. Consequently, Facebook PPC ads offer the ability to target audiences using highly specific perimeters. When compared to Google, what this means is that you can reach your target audience much more efficiently. Of course, it’s not always easy to know what parameters to select. That’s where you can turn to an eCommerce digital marketing agency.
The PPC rates are also lower than Google, where they are based more on competition. Here you don’t compete with other eCommerce businesses and there is no one-upmanship going on that comes with a bidding war.
One of the major advantages going for Facebook PPC is that it gives you the ability to engage with your audience directly. You can use these ads not only to promote your product and make a sale but also to build relationships and establish a potential customer base for the future. Spark a discussion, set yourself apart from the rest. Show people that you care. It is all about showing personality, and an eCommerce digital marketing agency like us knows how to do this for all kinds of businesses.
Remember that most Facebook ads show up in the news feed. Commenting, liking, sharing is all on. You can talk to your target customers and find out what they might be looking for. These people are not here to shop. They do not have specific brands or models in mind yet. You have more influence over them. By designing ads that engage and catch the eye, you can make yourself a top contender for when they do want to buy something you sell. They will prefer you since they already know you.
Google’s PPC ads are mostly small text-based ad units showing on search results. There have been a few updates to these ad formats in recent years, but they cannot compare to the flamboyance of Facebook PPC ads. Whether it is vibrant pictures, dynamic videos, or colorful messages, there is much more room for creativity here. Strike the right chord, and a PPC ad might go viral organically. There is also much more text allowed than on Google. An eCommerce digital marketing agency can use the versatility of Facebook ads to give your brand the identity you want.
Google PPC and its Advantages
Google Search Ads are based on keywords rather than specific customer targeting. This makes them much more efficient in reaching people who are searching for specific products. The fact is that most individuals who are in the market to make a purchase look to Google search. Someone typing in a keyword on Google is much more inclined to make the purchase than one who is browsing Facebook to kill time. Like we’ve said before, almost nobody uses Facebook in the hope of finding something to buy. The intent is not there. But on Google search, since people are here with the intention to buy, the click-through rate and conversion rate is much higher.
Targeting conversions for Google PPC is also much less complicated. To reiterate, the intent to purchase is already there. All that is needed is to convince a buyer that they should buy from you. In contrast, Facebook ads are based on the characteristics of a user. You need to provide an incentive, make a viewer want to buy. This requires much more creativity on your behalf.
Google PPC ads can be quite costly especially for highly competitive short keywords. But there is a way around it which could even give you higher conversions. As an advertiser, you can target medium to long tailed keywords for better PPC rates. This provides you with the ability to reach audiences searching for highly specific keywords that match a product you have. Knowing which keywords to bid on is a whole different matter. You can try doing keyword research yourself or work with a professional eCommerce digital marketing agency to make the process easier.
Some Google AdWords Ad Extensions are very prominent and can lend credibility to a brand. Don’t know what these are or how to use them? Why not use the expertise of an eCommerce digital marketing agency? Things like driving directions or the call to actions tend to add an element of class to any ad. On top of that, Google PPC also give you the chance to display more than one web page or sitelink within your primary website. This is perfect for attracting more than one type of customer. Below is an excellent example of such an ad:
If you are a small scale eCommerce business, a real brick and mortar kind of place, there is a chance that you could get drowned out by the bigger fish in the sea. Google PPC ads give you a leg up in local markets. A successful local PPC campaign can bring in much traffic since a lot of people use Google to locate businesses in their area. It comes down to long tailed keywords again, but the call to action buttons within local search results can be particularly useful.
Hire the Best eCommerce Digital Marketing Agency for Your PPC Campaign
Be it Google PPC or and Facebook PPC ads; every advertising platform has its use. Yes, each platform offers something different, but that doesn’t mean that one is better than the other. There is no competition here. For a successful PPC campaign, an eCommerce digital marketing agency realizes the strengths and weakness of both and utilizes each in a complementary fashion.
The best marketing strategies harness the power of Google AND Facebook PPC. While the underlying objective is the same, the approach to them is not. You would be best advised to work with experts at an eCommerce digital marketing agency who know the intricacies of both platforms.
Contact 1 Digital Agency right now and learn how you can maximize your ROI with a well-planned, well-executed Google AdWords and Facebook Ads campaign. 1 Digital Agency consists of experts in eCommerce and PPC who work with you to understand your business requirements. Every vision, every ambition is different. We make sure we help you reach yours.