These eCommerce PPC hacks are some of the quickest ways to achieve your PPC objectives around revenue, click-through rate and visibility.

1. eCommerce
PPC Hacks
That Work

2. Is a Hack Bad?
Do not let the term hack strike fear into your
heart.
An eCommerce PPC hack is a term coined
to represent some of the quickest ways to
achieve your PPC objectives around revenue,
click-through rate and visibility.
These hacks are just prioritised tactics, they
do not go against Google’s guidelines or try
to “trick” the search engine.
a good ​solution or ​piece of ​advice:
Here are 5 ​ppc hacks that will ​
change ​your ​life for the ​better.
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hack

3. a PLA Campaign
Set up
PLAs are a no-brainer. You get an image of
the product and the price which removes
ambiguity for the potential customer
especially if you’re more of a luxury priced
retailer.
Therefore, you only pay for the click if the
searcher is interested and no matter what,
you get your brand under their noses and
pay nothing for this exposure.

4. Product List Ads vs. Text Ads
Compare
Product listings ads (PLAs) now drive more non-brand clicks for
retailers than text ads

5. Rock N’ Roll Hall of Fame (Cleveland, Ohio). 967 MTD El Rey Lowrider bicycle. Custom parts and candy paint and stereo. Source: Kiloz Oner This work is
licensed under the Creative Commons Attribution-ShareAlike 3.0 License.
Customise
The best way to reduce your cost-per-click is
to develop a customised product feed.
Google allows you to add a range of
custom columns which you can use
to ensure your budget is working
as hard as possible and you don’t
have irrelevant products being
shown.
Columns to Reduce CPC

6. Columns Reduce Irrelevancy
Seasonal
The most critical custom column to add
for the majority of retailers is a “season”
column.
Hey presto, you can safely bid away,
content that your Christmas range
isn’t going to be turning up in the
height of summer because of
a gift keyword match in
your product title!
Rock Creek Park Fall Foliage by Mr.TinDC. License Creative Commons

7. Ad Seller Ratings
Set Up
If you’re running text based pay per click
campaigns on Google AdWords, you can pull
reviews through into your ads.
You do need 30 product reviews before they
pull through, so the sooner you get product
reviews the better.

8. Reviews
Speak for Themselves
Our own research show
Ad seller ratings had a 28%
higher click-through rate
than those without

9. by Keyword Match Type
Segment
If you’ve currently got a mix of broad match, broad match
modified, phrase match and exact match keywords in the
same campaign, you will likely see a major uplift in return
on investment from separating these into their own
campaigns.
Google only enables you to set budgets at a campaign
level. So you can adjust spend into the top converting
campaigns by keyword match type, driving up your
Google AdWords Quality Score and bringing down your
cost-per-click.
So your existing budget is free to go so much further and
you multiply your return on investment.

10. One of our favourite quick wins, is to get a
Google AdWords campaign up to scratch and
then replicate this on Bing Ads.
Bing has a much smaller market share than
Google at around 20:80%. But whilst Bing will
drive 80% less volume in terms of traffic and
conversions, that could be as much as a 20%
increase in traffic and conversions.
Bing is especially good if you target an older
or corporate audience.
Success in Bing Ads
Replicate

11. Sit Back
and Admire Your Work
Before you start implementing
these hacks make sure you’ve
got proper tracking set up, so
you can admire your work and
watch the results roll in.
Hungry for more eCommerce
PPC hacks? Get in touch with
ThoughtShift today.
Image by Sage Ross [CC BY-SA 2.0, via Wikimedia] Commons

12. ThoughtShift is an award-winning digital marketing agency specialising in
eCommerce PPC & SEO.
Our expert team of consultants have helped increase eCommerce PPC
revenue 222%, increase click-through rate 354% and decrease PPC spend
23% across the retail furniture and fashion sectors for clients including RED5,
Biscuiteers and Gopak.
About
ThoughtShift