This document provides 5 tips for improving eCommerce PPC campaigns in 2018: 1) Validate traffic sources by using advanced targeting like demographics and audiences; 2) Understand overall impact through assisted conversions and conversion paths; 3) Consider performance across devices like desktop, mobile, and tablet; 4) Get users to return through remarketing and multi-channel contact; 5) Personalize experiences using techniques like customer matching lists and geo-targeted ad copy. The tips focus on data-driven optimization, cross-device strategies, and personalized engagement to improve campaign performance.
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PPC is an ever changing
● Mobile focus
● Rise and rise of voice search
● Data-Driven Attribution
● New Targeting methods!
● 100’s of new features
● A new user interface
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Traditional Validation Methods
● Keywords
○ Control when ads are shown
○ Bid according to keyword relevancy
● Ad Copy
○ Create specific Ad Copy
○ High intent Ads
○ Describe your business/products etc
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Top Conversion Paths
*excludes conversions that only have a single contact point
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Top Conversion Paths
● Understand the buyer journey
● Make more informed decisions
● Identify how campaigns influence customers
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How can this inform your PPC Strategy?
Allow for broader targeting on mobile
● Build awareness
● Research stage
Mobile keyword: “Black mountain bike”
Desktop keyword: “Black Rockrider 9000 Mountain Bike”
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Customer Match Lists
● Subscribers, brochure downloads, ebook downloads etc
Deliver personalised Ads to these users
Keep content inline with what they’ve previously engaged with
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Summary
● Validate your traffic
● Understand your overall impact
● Don’t dismiss the device funnel
● Get users to return
● Make your users feel special
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