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Forbes
02-07-2025
- Business
- Forbes
A Guide To Pay-Per-Click Ad Management For E-Commerce Retailers
David Ispiryan is the CEO of Effeect, where he helps businesses thrive online through innovative digital marketing strategies For e-commerce stores, effective pay-per-click management is the key to making ads profitable and staying competitive. Over the years, I've helped e-commerce brands of all sizes run successful PPC campaigns. I've managed several seven-figure monthly ad spends to rescue struggling campaigns, and I've seen how important PPC is for growing an online store. Let's take a look at why PPC management is so important in e-commerce, and then I'll share some best practices you can implement. What Is E-Commerce PPC? E-commerce PPC is when retailers pay each time a user clicks on their ads. PPC ads appear on advertising platforms such as Google, Bing, Amazon and social media, targeting shoppers who are looking for products. Unlike organic traffic, PPC provides instant visibility and targets specific users. Why E-Commerce PPC Management Matters PPC campaigns need ongoing attention, tweaks and strategic decisions to stay profitable. Good management involves: • Controlling your budget: Investing more in high-performing ads and cutting spending on poor performers. • Optimizing keywords: Finding and targeting keywords that convert. • Improving ads: Writing engaging ad copy and using visuals to boost click-through rates. • Aligning landing pages: Making sure your landing pages match your ads and are designed to convert visitors. Best Practices For E-Commerce PPC Management The following best practices can help you make the most of your PPC ads. Use tools like Google Keyword Planner, Semrush and Ahrefs to find high-intent keywords that are relevant and popular but not overly competitive. These are phrases your ideal buyer searches for when they're ready to purchase, like 'buy X product size Y.' In Google Keyword Planner, filter for terms with relevant monthly searches and medium or low competition. Focus on keywords whose bids fit your budget. Write clear and convincing ad copy that highlights what makes your product special. The key is to combine clarity, urgency and proof. Start with your unique offer, such as 'Free shipping on orders over $75.' Then inject a hook like 'Limited‑Time Sale.' Your results may vary based on different products and cases, so make sure you test different ad versions to see what works best. My agency tests different headlines featuring discounts, highlighting benefits and highlighting social proof statistics. I'll share more on testing below. Make sure your ads also include quality images or videos to quickly grab attention. Your landing pages should match your ads. For example, if your ad says, '30% Off Offer,' your page header should too. Clear calls to action can boost conversions. I recommend placing a prominent call-to-action button (e.g., 'Redeem Your 30% Off') above the fold on your landing page. Make sure your landing pages load quickly and offer a smooth experience as well. Ideally, your pages should load in less than two seconds. Use compressed images and a reliable web host, and optimize your code and plug-ins to boost loading time. Ask for customers' email and shipping addresses only at checkout to minimize friction. Negative keywords prevent your ads from showing up in unrelated searches, which saves you money and improves the relevance of your ads. For example, if you sell premium furniture, exclude keywords like 'free,' 'DIY,' 'cheap,' 'affordable' and other similar keywords. Regularly check key metrics like click-through rate, conversion rate and return on ad spending. Use this information to improve your bids, keyword choices and ad creativity. Advanced Strategies This involves testing different ad versions to discover what works best. Using A/B testing tools, you can experiment with headlines, descriptions, visuals and calls to action. I suggest testing one variable at a time. Run each test until you reach at least 500 clicks or two weeks, whichever comes first. Remarketing campaigns help reengage users who previously interacted with your ads or website and encourage them to complete their purchase. You can segment audiences by behavior—for example, you can target product viewers, cart abandoners and past purchasers and provide a different offer for each segment. Ad platform machine learning algorithms can adjust your bids automatically, optimizing conversions and improving your ROI. You may want to start with Google Enhanced CPC to gather conversion data. After hitting 30 conversions, switch to Target CPA or Target ROAS. Conclusion PPC campaigns are important for any e-commerce retail strategy. You can attract targeted visitors, boost conversions and achieve sustained growth by following best practices and optimizing campaigns. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Forbes
10-04-2025
- Business
- Forbes
The Rise Of Voice Search: Optimizing Pay-Per-Click Ads
David Ispiryan is the CEO of Effeect, where he helps businesses thrive online through innovative digital marketing strategies Voice search is reshaping how people search online. Two years ago, one of my agency's clients noticed that their mobile traffic was climbing, but their conversion rates weren't. Digging deeper, we found that more than 30% of their mobile users were finding them through voice search. That moment shifted how we approached PPC and SEO. As the use of voice assistants such as Siri, Alexa and Google Assistant grows, businesses must rethink their pay-per-click strategies. If you aren't optimizing your PPC ads for voice search, you could be missing out on potential traffic and conversions. Voice search is becoming the norm for many people. More than 125 million people conducted voice searches in 2024. More and more people are also using voice assistants for shopping. Last year, the global market for voice commerce was valued at $49.6 billion, and it's expected to reach $147.9 billion by 2030. Voice searches differ from text searches in several ways: • Longer, more conversational queries: People type short keywords, but they speak in full sentences. For example, with a text search, they might search for 'best running shoes,' but with a voice search, they might ask, 'What are the best running shoes for long-distance running?' • More local intent: Many voice searches are location-based. 'Where's the best pizza place near me?' is a common type of voice search. Optimizing PPC ads for local intent is essential. • Higher purchase intent: Voice searches often indicate urgency. People are asking where, how soon and whether they can buy something now. 'Buy iPhone charger near me now' is an example. Understanding these differences is the key to refining your PPC campaigns for voice search. Use full questions and phrases. In my agency's case, we expanded from 'PPC agency' to 'Who is the best PPC agency for small businesses?' and click-through rates jumped. Actionable tip: Instead of bidding on 'running shoes,' optimize for 'What are the best running shoes for marathon training?' Voice searches often start with who, what, where, when, why and how. Targeting these question-based queries can improve ad relevance. Actionable tip: Create PPC ad copy that directly answers common voice queries. For example, for the search, 'Where can I buy organic coffee near me?' your ad copy could read 'Organic Coffee | Buy Fresh Organic Coffee Near You | Free Delivery.' According to research by Google, 76% of people who search for something nearby on their smartphones visit a business within a day. To capitalize on this: • Ensure your Google Business Profile is up to date. • Use location-based keywords in your PPC campaigns. • Add 'near me' phrases to your ad copy. Actionable tip: Target voice queries like 'Best car wash near me open now.' While you can't embed schema markup directly into Google Ads, Google uses structured data (schema markup) to understand website content better. This helps voice assistants pull accurate information from your landing pages, which can indirectly drive PPC performance and increase the quality score of your ads. Actionable tip: Add schema markup for FAQs, business hours and product details to increase your chances of appearing in voice search results. You can use free tools like Google's Structured Data Markup Helper or plugins like Yoast or Rank Math for WordPress. After implementation, test everything with Google's Rich Results Test. A voice search-optimized PPC ad is useless if the landing page doesn't match the user's intent. Ensure that: • The content clearly answers voice search queries. • The page is mobile-friendly and fast-loading. • There is a clear call to action based on the search intent. Actionable tip: If your PPC ad answers 'What's the best laptop for students?' your landing page should list top laptops with easy purchase options. Google's Smart Bidding and AI-driven PPC tools can help optimize campaigns for voice search by adjusting bids based on device type (mobile versus desktop), search intent (transactional versus informational), and location and time of day. Actionable tip: Use Target CPA (cost per acquisition) or Target ROAS (return on ad spend) to let Google's AI optimize bids for voice search. Search platforms such as Google and Bing offer several extensions to optimize your PPC campaigns for voice search: • Call extensions: Allows users to call your business instantly. • Location extensions: Helps voice searchers find your store easily. • Sitelink extensions: Directs users to specific pages that match their query. Actionable tip: Use call extensions for queries like 'Call a plumber near me now.' The rise of voice search is transforming PPC strategies. Businesses must adapt by using long-tail keywords, optimizing for local search, improving landing pages and leveraging AI-powered bidding. By implementing these strategies, you can position your business to capture high-intent voice search traffic and stay ahead in the evolving PPC landscape. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
