As an online retailer, your pursuit to pull more buyers to your website is an ongoing effort and one that even the most established online stores invest time in.
When we launched SaleHoo Stores last month, we had a flood of sellers snap up the opportunity to set up their own store (the easy way). It's great to know that so many of you understand the benefits of selling products on your own store.
Pay per click, or PPC advertising, through Google AdWords is an affordable and highly effective way to pull more buyers to your store. Today, I’ll give you a quick overview of how it works and how it can help you drive more traffic to your online store.
What is PPC Advertising?
PPC advertising, such as Google AdWords, is a form of online advertising that has been around for about 10 years now. You will have seen PPC advertisements yourself when you search in Google. They look something like this:
Other PPC advertisements appear on websites and use images or graphics to attract interest. However, even simple PPC ads with just a few lines of text and a URL are very powerful. Here’s why:
Why PPC is a Powerful Form of Advertising:
It’s highly targeted, so only relevant people will see them. Unlike with television advertising or traditional “offline” advertising, with PPC, your advertisements are put in front of people who are already searching for products you are advertising. This means that your ads find ready buyers sooner and gets them to your site faster!
For example, if I search Google for “baby shoes”, I will see regular “organic” Google listings, as well as PPC advertisements for related products or services that someone searching for “baby shoes” might be interested in.
It’s cost-effective. The genius part of PPC is that you only pay when people actually click your ads and visit your store. Rather than spending say, $500 per month listing an advertisement on a website and hoping for it to attract traffic, with PPC, you’ll pay only when you are given an opportunity to make a sale.
The Cost of PPC Advertising
How much it costs to run a PPC ad campaign isn’t as simple as listing off a bunch of rates and fees: Every ad campaign is different. It depends on what keywords you are trying to target, how many other people are trying to target them, and also how high quality your ads are.
That doesn’t exactly answer your question, but one thing you should know is that you can decide how much you want to spend by setting a maximum limit, and once that limit is reached, your PPC ads stop displaying until you set a new limit or reset your campaign.
Your daily budget could be anywhere from $5 to $5,000, depending on what you can afford and how much you want to invest in your PPC campaign.
The pricing of your campaign is determined by how much competition there is for that keyword. For example, keywords like “car insurance”, “loans”, “mortgage” and “attorney” are all very expensive keywords and you could pay $50 or more every time someone clicks on your ads if you are trying to target them.
On the other hand, you might only pay a couple of dollars per click if you want to target a keyword such as “red coffee mugs”.
Choosing Keywords for Your PPC Advertising
Choosing the right keywords is crucial to the success of your PPC ads. Keywords also determine who you target and the cost of your campaign.
In Google Adwords, when you setup your ads, you will choose which keywords you wish to target. Targeting keywords means that when a web user searches for the keywords you are aiming for, your ads have the opportunity to appear.
So for example, if you sell baby clothing in your store, you might target the keywords baby shoes, baby clothing, baby socks, baby gifts, or perhaps more specific “long-tail” keywords like “organic cotton baby clothing” or “baby girl panda top”.
Top marketers spend a lot of time deciding which keywords are best to rank for, and which will make them the most sales. There are many tools on the web to show you which keywords are searched for most and to help you decide which keywords are best for you including the Google Keyword Tool which is a good tool to play around with.
If you are interested in learning more about PPC, I recommend you start with Google Adwords which you can learn more about using Google's official AdWords resources here.
Are you trying to get more buyers to your online store? Do you have a question about SEO or PPC? Share your thoughts and questions below!