One of the fastest and most effective ways to generate traffic for a Shopify eCommerce store is to run PPC ads.
These are Pay Per Click advertisements that appear on websites and social media and are highly targeted to individual users, as the ads they see are mostly based on their browsing history and interests.
This means the people coming to your Shopify store may be interested in what you’re selling and might become a customer, thereby drastically increasing your sales.
General media advertising of the past and still around today relies on a scattergun approach to getting the word out and generating interest, with ads running on mass media such as TV, radio, newspapers, magazines and billboards. The aim is to advertise to as big an audience as possible in the hope that some small segment will be interested in your offering and buy.
Then the internet arrived and advertising was reborn into a much more efficient practice, cutting out all the wastage by targeting specific audiences instead of those who may have no interest in various products or services.
Plus, with PPC, you only pay when someone clicks on your ads, and you can spend as little or as much as you like on your campaigns.
This makes PPC extremely affordable for smaller companies who may not have the large budgets required for mass media advertising. And, equally importantly, you can choose what audiences you want to target, based on such demographics as gender, age, location and language, and you get detailed reports showing you all your traffic and conversions.
Once people arrive on your site, and perhaps for the first time, it’s then up to you and what you have in your store and how it looks and functions to make sure they complete the buyer journey by choosing some items and checking out and paying for them.
How to Set Up a PPC Ads Campaign
PPC, also known as paid search, is one of the most popular elements of any digital marketing campaign, because of its immediate results — there’s practically no waiting around before the traffic starts to come in and sales hopefully start to rise. But you need to know what you’re doing. Even though the most popular PPC networks and platforms, such as Google, Facebook, Instagram and others, have automated systems that allow you to set up ads, you still need a degree of planning and exercise to get you going.
Key to Good Results: These Google PPC ads (marked at the top of page) appeared for people searching for “camping equipment”, some of the advertisers’ keywords.
So creating a solid PPC campaign means:
- Doing extensive keyword research to find keywords that are most relevant to your niche and products; you can use a variety of online tools, such as Moz and BuzzSumo.
- These tools will also let you see the demand, or competition, for specific keywords — and like anything in business, the more popular something is, the more expensive it’s likely to be.
- In our example above, “camping equipment” is most likely expensive, requiring a budget of thousands to get a campaign going and sustain it, because they’re fairly general keywords. To get a lower price, try variations, long-tail keywords and consider adding location to them — or a combination of all three, such as “best camping equipment London”.
- Add negative keywords that exclude various terms people are searching for can help to boost your return on your ad spend.
- Work out your budget and how much you want to spend per day of your campaign.
- Create compelling copy for your ads. Keep it highly descriptive and brief. Add a call to action that encourages people to do something, like click, browse or buy.
- Add a landing page, or pages, to your website and link your ads to them. There’s little point advertising a product or service and then directing traffic to your homepage, where there may just be general information about your company and visitors might leave. Get straight to the point with a specific webpage about the product or service you’re advertising and want to sell.
If all this seems a bit overwhelming — and time-consuming — and you think you should get a degree in PPC before proceeding, don’t worry, as you can always outsource the task to a specialist PPC agency like ours.
Our PPC Ninjas set up and run wildly successful PPC ad campaigns across a range of networks and platforms, and continually test them to make sure they’re running optimally and the costs are as low as possible. A PPC campaign that’s not managed correctly can end up being expensive, as you’re not getting the traffic and returns you want.
Get to the top of Google for free
How to Increase Shopify PPC Conversions
One of the first things you should do when you’re figuring out how to increase Shopify PPC conversions, (so that people do something you want when they arrive at your store from ads and not immediately leave), is look at your site and see if it’s responsive.
What that means is: Does it work on the range of devices in use today?
Not just PCs and laptops; mobile devices, whether smartphones or tablets, is where a growing number of visits and sales are taking place, you need to be sure your site is optimised for these devices.
Going Mobile: Two of every three dollars spent online is via mobile devices, says a report, and the rate is increasing as more people use mobile devices to access the internet and buy at Shopify and other stores.
Clicking through to a site via PPC ads and finding that it’s PC only and doesn’t display or work on mobile devices will lead to an enormous bounce rate as a hefty portion of your PPC-generated traffic flees the minute they arrive at your store.
Shopify has an extensive range of responsive themes, but some may not be, or they may not be responsive on certain devices, such as those that run the Android operating system, for instance.
A quick check to see if your store is responsive will put you in the picture.
Next, you need to make sure your product pages are clear, clean and compelling.
Some companies put a lot of effort into their landing pages but neglect their all-important product pages, which is a real shame, as it’s here that the browsing and buying happens.
Photography must be high-quality and professional. Otherwise, even the best products won’t fly off the virtual shelves, because poor-quality images may give the impression that they’re poor-quality products.
And the copy, or text, on the page, must be simple, in plain-speaking language and quickly tell you what the product is and the benefits of buying it — right now. More product copy does not equal more sales, as online, attention spans are short and there is a lot of competition. So keep it brief and to the point.
Give people a better look at your products, as it may be their first time buying them and photos, after all, are one-dimensional and therefore flat.
You may be able to install a display plugin from the Shopify app store or add another kind, such as Smart Product Viewer, which offers a 360-degree view of products, or WooCommerce 360º Image, an app that does the same thing:
Axing Blockers to Increase Shopify PPC Conversions
A major conversion blocker on eCommerce stores is a lack of trust signals.
If it’s people’s first visit to your store and they don’t know much about you, how can they trust you to deliver once you’ve paid — and what’s your customer service like, if there are problems?
A great way to get around this block is to let your other customers do the talking, by way of reviews that are hopefully brilliant.
You can integrate review sites like Trustpilot into your Shopify store and give new customers the reassurance and trust they require.
Another way to increase Shopify PPC conversions is to add a live chat feature to your store so that people can get in touch in an instant and get an answer to their queries straight away. Email is too slow. Many people now prefer not to use the phone, as you could be tied up waiting for ages, and they may not be in the same country, so will not want to incur hefty charges.
And what to do about customers who procrastinate and just can’t decide whether to buy now or much later? Give them a prod with time-limited discounts or offers. If they like something and its price and see that there may only be a few left or an offer will expire in several hours, they’re more likely to snap it up now.
It’s called scarcity marketing, and it’s hugely effective at getting people to make up their minds and buy, but you don’t want to overdo it or dupe people into thinking only a limited amount of stock remains when you have a warehouse full of it.
Still wondering how to increase Shopify PPC conversions so that your sales really take off?
It’s time to call in the PPC pros at Exposure Ninja and let them set up and run killer PPC campaigns that will give you tons of traffic.
And you can get a FREE website and marketing review so that your PPC landing pages are in great shape and help to boost conversions — get yours now!