Ecommerce Blog - Fortune3

8 PPC Mistakes You Need to Avoid

ortune3-ecommerce-ppc-mistake-picturePPC is Google’s biggest revenue generator, and your quickest way to getting customers if you are just starting a new e-commerce site.  If you fine-tune your PPC campaigns precisely over time, you can drastically reduce costs and enhance profitability.

And, if you can avoid a few big mistakes along the way, that helps too.

What are some of those?

Try to avoid these common 8:

1.  Forgetting to double-check campaign settings:  An extra 0 here or an unchecked box there can cost you big time.  Make sure you double, and maybe even triple-check, your settings before executing the campaign.  Check it also again the next morning to ensure you’re spending as expected.

2.  Bidding broad/short-tail:  If there’s a short-tail keyword you like and you’re new or small in the industry, stay away from it.  You’ll end up spending way too much money to compete with established players in the market.  Instead, focus on a long-tail variation.  It’ll convert at a higher ratio and your CPC won’t be nearly as high.

3.  Forgetting to set campaign to search network only:  Google doesn’t do you any favors with its default campaign settings.  They’re set up to get you to spend more by default.  In most cases, you won’t want anything set up on the display network – make sure your ads are set only to display in search.

4.  Not rooting out spam domains:  Fraud networks refer garbage traffic.  As you run your campaign, if you have a bounce rate of 90% or greater from a website, drop that website into the “negative excluded sites” folder.

5.  Losing relevance:  Whatever your ad claims, make sure you state that again on the landing page.  Make sure the keywords your ad targets also appear on the page.  Not only is this good for your visitors so they know they’re in the right place, but it reduces your CPC by increasing your Quality Score.

6.  Using your phone number in your ad:  It is attention getting, but people don’t make the call.  Studies have repeatedly confirmed this finding.

7.  Ignoring seasonal copy:  If your company can somehow sell products better because they’re in season, do it.  You’ll almost always get more sales than normal by selling during the appropriate season.

8.  Forgetting to eliminate negative keywords:  You just don’t want to be found for negative keywords – those keywords guaranteed to bring you little or no business at all.  Those words include things like porn, porno, sex, torrent, naked, nude, free, cheap, and those relevant to your industry.  To find out what more of those terms might be, Google “(industry name) negative PPC keywords.”

Save Thousands When You Avoid These Mistakes

Experienced pros and newbies alike make some of these 8 mistakes, and even just a small typo can cost thousands.  Keep them in mind the next time you begin your PPC campaign.

Posted in Pay-Per-Click

9 PPC Tips You can Implement to Increase ROI Today

fortune-3-ppc-imageWith PPC, you can generate instant revenues, but if you don’t watch it, your costs can quickly skyrocket out of control.  Fortunately, with these 9 tips, you can increase the number of sales and decrease the costs of your add almost just as quickly:

1.  Capitalize every word – The first letter of every word should be capitalized.  Google doesn’t all the entire word to be capitalized, but your ad does stand out and get more clicks and sales if you capitalize the first letter of each word.

2.  Use emotive words – Appeal to people’s emotions – that’s what gets them buying.  In particular, appeal to their greed, fee, altruism, envy, pride, or shame.

3.  Use the language of your market – You can be clear and direct, but your conversions will increase further if you use the words your customers use to discuss their needs.

4.  Solve a problem – You don’t have much room to work with in terms of character count, but focus on the problems your customers have and solve them in your headline.

5.  Test everything – Do you really know which of your customers’ problems is the biggest?  You might be surprised.  Create ads targeted around several of their known problems and you’ll figure out which one hurts the most.

6.  Conversion rate maximizes at position three to four – You’d think it would be the top, wouldn’t you?  The reality is the top PPC ads get people who are just browsing, harming your conversion rate.  People scrolling further down the page are really interested and know what they want.  You might get more sales at the top, but you’ll get a better conversion rate in positions three and four.

7.  Don’t forget to use PPC data to drive organic strategy – Ultimately, PPC shows what your market really wants and whether you have the right keywords.  Make sure you carry this over to your organic SEO efforts.

8.  Copy your competitors – It’s very difficult to come up with something completely original that any market really wants.  You might discover new ideas and opportunities, but odds are your competitors, especially if they’re bigger companies, have already discovered this.  See what they’re doing with their PPC ads and use the same idea around less competitive keywords.

9.  Use plural forms or synonyms of competitive keywords – Sometimes, the competition is too stiff, and you’re better off accepting defeat and taking a new direction.  Use a plural version of a keyword or a synonym which might be less competitive, instead.

You can implement these slick PPC tips today – which do you think will help most?

Posted in Ecommerce Essentials & Tips, Pay-Per-Click

How to Get the Most out of Your PPC Campaigns

fortune3-ecommerce-ppc-imagePPC costs quickly skyrocket out of control if you don’t monitor them carefully.  You could also be overpaying for them substantially.  In Google’s case, they’re the main source of revenue, so it’s in their best interest to get every dollar possible from them.  Of course, this view conflicts with your best interests, so it’s up to you to make sure you get the most out of them.

Here are some tips to follow to ensure you get the most out of your campaigns:

1.  Organize – Most companies don’t organize their PPC campaigns very much, if at all.  That makes it difficult to execute any internet marketing strategy successfully.  Very simply, make sure your campaigns contain your product categories, while your ad groups contain products.

2.  Use Modified Broad Match – Many newbies assume that broad match works best because it targets the most traffic.  It does, but the conversion rate remains abysmally low.  Modified broad match ensures you ad is targeted to your keywords, plus very close variations.  It’s a safe place to start, and from there you can test exact and phrase match.

3.  Use Negative Match – Run a query search report in Google Adwords.  You may still find certain keywords completely unrelated to what you sell.  Negative match prevents your ads from being displayed for those keywords.

4.  Do Everything Possible to Increase Quality Score – As you increase it, you ads show higher on Google and have a lower CPC cost.  To increase it, test different ad copy to see what maximizes your CTR.  Try 2-3 variations and see which works best – you may find that your market responds to ad copy you didn’t think they would.

5.  Improve landing page quality – Do you have a clear CTA on your landing page and an organized overall layout?  Your Adwords quality score depends largely on the quality of your landing page.  Do everything possible on that page to optimize conversions.

6.  Use Google Shopping, even if you’re hesitant – Bid 1-5 cents per click within your campaigns.  For most merchants, especially smaller ones, it generates an outstanding ROI.

PPC is a Great Teammate for Organic SEO…

And organic is getting more difficult by the day!  If you haven’t optimized your PPC campaign for success, now is the time to do so.

Posted in Ecommerce Essentials & Tips, How To, Pay-Per-Click

How To Create Product Listing Ads and Boost Ecommerce Sales

Remember the days when you used to go crazy about wondering or trying to rank well for products in Google Shopping? Ranking well in Google Shopping was an amazing way to generate lots of good traffic that could convert well , given you had competitive pricing, of course.

Well, now it may be easier to get exposure through Google Shopping – all you have to do is …. Pay Google.

In order to start your product listing campaign (or ads,) you need to be set-up in Google Adwords.

Read the rest of this entry »

Posted in Pay-Per-Click

PPC Ads too Expensive for Your Ecommerce Business?

Depending on how long you’ve had an internet based business, or not, you’d know and understand the increasing cost in Pay-Per-Click ads. A few years back, any business starting up can get in the game by creating a website and throwing up ads, within a few hours you were live and had access to the world via search. Are those days over? Many believe so – In terms of actually scaling and competing against the big boys.


The simple answer is yes. Although paid search has become way more competitive in the past 2-3 years due to the nature of the ever-expanding web and competitors, paid search (PPC,) has become more expensive making it harder for new players to compete.


The simple answer to this is NO. Not every single advertiser has seen rates go up. For the most part, yes, but in certain niches, CPC prices are still very affordable allowing new players to compete well in the market and start a business just from driving traffic from paid search.


average pay per click google cost

Read the rest of this entry »

Posted in Pay-Per-Click

Ecommerce and Google Adwords: 5 Things You Should Know

google adwords logo ecommerceAdwords is an amalgamation of two words – advertisement and word. This cost effective combination is what drives e-commerce. The Google Adwords works on the formula of text based ads, which are placed on ecommerce websites to appear in search results. It offers targeted customers approach by letting online searchers land on right page at the right time.

This love affair between e-commerce and Google Adwords is pretty fascinating. Google helps e-commerce websites to achieve marketing targets by making the presence of relevant commodity more visible. You should make concerted efforts in order to make your e-commerce website more functional while employing certain techniques.

Here are 5 most essential things you should know about Google Adwords and Ecommerce:

1. Target Audience

The main aim of marketing is to target the right audience. This is the foremost task in order to understand and cater to them. The reach is far greater with the goggle adword appearing in most of the sponsored search results placing you on the top rather than in organic search.

Read the rest of this entry »

Posted in Pay-Per-Click

5 Tips to Improve Your Pay-Per-Click Campaign for Ecommerce

ppc ecommerce improveOne of the biggest mistake if not the biggest mistake any advertiser can make that that has pay-per-click (PPC) campaigns is create a campaign and leave it as is. “My campaign is fine, it converts for us.” You might hear the small to medium size business owner say that as they work on their own campaign and too busy to really analyze and dig deep into the numbers.

Let’s look at some ways that can help you optimize (IMPROVE) your PPC campaign:


There are three ways you can bid on keywords, they can be broad match, phrase match or exact match. What do these mean? Just as the words suggest. One mistake many advertisers do is bid on keywords that are broad and leave them as ‘broad’ terms when setting them up in the search engines.

For example, let’s say you have an ecommerce website that sells socks. Now, you want to drive as much traffic to your yellow socks section (category,) etc.

Read the rest of this entry »

Posted in Pay-Per-Click

Setting up Top of Page Bid Rules with Automated Rules

If you’re a Google Adwords advertiser and you have some keywords in the top spot that are of medium or high search volume, you know the significance of having an ad in the top position. Not only will it drive more traffic to your website, but of course, it will turn into more sales.

Now, you can set up Google Adwords to make sure your top keywords stay on top or get the top position by setting up automated rules for top of page bidding.
To create this rule:

top of page bids google adwords

Read the rest of this entry »

Posted in Pay-Per-Click

Get More Traffic in Google Adwords via Product Ads

If you’re a Google Adwords advertiser or have searched for products in Google, you would notice there are more product ads now displayed in paid search. This applies to both the top positioned ads as well as the first 2 to 3 positions on the right hand side of Googles search. Product ads are key because they tend to have a better CTR (click through rate) than regular text ads.

google product ads improvements

What’s great about the improved product ads in Googles paid search is that now you can grab a top position and not have to be the only advertiser (well this is good for those who are on a budget) bidding for top position because the product ads are from different advertisers, not just one. Again, product ads tend to have a better click through rate which will get you more traffic if you opt in to product ads!

Read the rest of this entry »

Posted in Pay-Per-Click

Pay Per Click: 5 Tips for Holiday Ecommerce PPC Ads

ppc holiday ecommerce tipsIf you are an active player in the PPC space, you must notice that the search marketing aspect of the SERPs get more competitive. This may not always be the case if your niche is already an expensive niche to bid on keywords, but for the most part, you’ll notice more competitors in your industry year over year.

Googles PPC revenue was up by 28% last quarter which means pay per click spending is up. Not only does this mean that there may be more competitors but PPC prices have also gone up by the engine due to more competition and well…Google able to do so.

During the holidays, don’t expect things to get any easier or cheaper in terms of pay per click competition. At the end of the day, that’s what PPC is. You are competing against your competitors to get that person to enter your website. Who will have the more appealing ad? How do you make your ad more appealing? What are customers looking for in an ad?

Read the rest of this entry »

Posted in Pay-Per-Click