4 PPC Strategies Your E-Commerce Business Needs to Test in Q4

4 PPC Strategies Your E-Commerce Business Needs to Test in Q4

Manager, Search & Social Strategy
October 11, 2017

Q4 is upon us. For brands and marketers alike, Q4 is both exciting and stressful. Already feeling the holiday stress?

Read on for 4 e-commerce PPC tips that are sure to make this holiday season the most wonderful time of the year.

 

1) Take advantage of dynamic remarketing ads

After scrolling through my Facebook Newsfeed for less than a minute, I stumbled across some familiar products that I had looked at just the other day.

 

 

Let’s face it. Facebook knows us pretty well. Most of us have probably converted—or at least been intrigued—by a dynamic product ad. 

Dynamic remarketing ads show users products that they viewed on your site but didn’t buy, as well as similar products that they might be interested in. To maximize Q4 success, it’s essential that e-commerce websites take advantage of this ad type on both Google and Facebook.

Not surprisingly, large brands like Target have seen impressive results using this Facebook feature.

Dynamic ads require some technical feed implementation, so be sure to get this up and running well before the holidays roll around. Keep in mind that cost-per-clicks will likely increase due to Q4 competition—but so will e-commerce conversion rates. Dynamic product ads are highly relevant, which makes them a highly-converting ad type.

Make your holiday season bright. Try dynamic ads and grow your website’s conversion volume.

 

2) Test promotion extensions

The amount of revenue that Q4 offers means increased competition. You won’t be the only brand eager to take advantage of the drastic increase in consumer activity.

As a result, it’s essential to set yourself apart with unique product offerings and limited-time promotions.

 

 

Promotion extensions are a newer feature in the revamped AdWords interface. In a nutshell, these extensions add an extra line of promotional text to your ad.

Advertisers can choose to display monetary or percent discounts, as well as promo codes, dates, and order amount qualifiers.

Promo extensions stand out even more on mobile devices, oftentimes resulting in higher click-through rates, as well as boosted conversion rates.

As a result, this new AdWords feature is sure to be a powerful tool in your Q4 marketing arsenal.

 

3) Expand your remarketing audiences

Consumers shop around. Encourage them to stick around by beefing up your remarketing strategy.

All too often, businesses make the mistake of creating remarketing audiences that are too broad (e.g. all visitors who didn’t convert). Instead, segment and prosper.

Remarketing to just one or two audiences doesn’t capture the different levels of intent of users who have visited your site. Go beyond All Visitors and Cart Abandoners—create lists based on key page visits (category, product, etc.) or even time on site.

If worthwhile, these lists can be split even further into days since last visit (e.g. 3 days vs. 30 days). This extra segmentation allows you to bid up on audiences that are more likely to convert and allows you to run more specific messaging and promos to push potential customers over the edge.

Remarketing is even more critical during the holidays as users shop around for the best deals on this year’s latest and greatest products.

Be present throughout the consumer journey, as these touchpoints will ultimately assist and turn leads into purchases.

 

4) Revisit your mobile bids

In a blog post from 2013, Google emphasized the importance of mobile during the holiday shopping season. There’s no doubt that the impact of mobile in Q4 has only grown since then.

For this reason, it’s essential to reassess (and likely increase!) your mobile bids to ensure your brand is present. This is even more important in Q4 due to increased competition.

Whether the user is searching from the comfort of their couch or walking around a store, it’s critical that brands and businesses are there to answer their questions and needs in the moment.

 

--

Looking for more Q4 e-commerce pointers? Check out our 4 tips for maximizing holiday profits.

Manager, Search & Social Strategy
Quinn, a Notre Dame alum, hails from Oconomowoc, Wisconsin (A.K.A. BROconomowoc, A.K.A. The Real OC). Though he’s not afraid to admit that he wants to swim in a pool of spaghetti noodles, his guilty pleasures are shower beers and The Bachelor.

What our clients say

"We engaged with Perfect Search because of my friendship with Ajay…"
Aakash Shah
CEO

Tweets

Perfect Search Media
20h

RT : Sustainable Link Building: Increasing Your Chances of Getting Links - Whiteboard Friday By…

Perfect Search Media
1d

Understand your audience. Prepare stories. Ask thoughtful questions. Those are our 3 main tips for acing an in-pers…

Perfect Search Media
1d

Throwback to last week’s company offsite, complete with a stylish venue courtesy of , laughter yoga, and…

Perfect Search Media
1d

Better reviews, more conversions. That makes sense--but did you do even responding to reviews improves your paid se…

Perfect Search Media
2d

We had a company photo shoot in the office yesterday, complete with a call sheet (and an umbrella to help shield th…

Perfect Search Media
2d

RT : Enterprise Local SEO is Different: A Checklist, a Mindset by

Perfect Search Media
3d

Wishing a happy two year workiversary to our Director of SEO & Content Justin! Thanks for all your SEO & wine exper…

Perfect Search Media
3d

So you thought you know all about ? Think again. explores commonly underutilized types of schema m…

Perfect Search Media
3d

Forgot about the major "right to be forgotten" case against Google? It's important. Here's a refresher.

Perfect Search Media
1w

RT : I should create a presentation called "All the things Google's said don't impact rankings that actually DO influence rankings."

Perfect Search Media
1w

Show of hands. Who's planning on downloading *all* your Facebook data?

Perfect Search Media
1w

Addicted to streaming music & TV? This & partnership is a real package deal.

Perfect Search Media
1w

Forget food glitter. Check out these trends instead, curated by our Senior Designer Anna.

Perfect Search Media
1w

RT : Here's what really happened with Zuckerberg's testimony. Unfortunately, today's hearing gives congress members even…

Perfect Search Media
1w

Liven up your afternoon. Tune into the live feed of Congress questioning Facebook CEO Mark Zuckerberg.

Perfect Search Media
1w

Check out our blog at !

Perfect Search Media
1w

Ever wondered how Google PageSpeed Insights gave your site a handy site speed score? Here's the answer.

Perfect Search Media
1w

RT : SearchCap: Google drops paginated results, small business agency use & Google local services menu by

Perfect Search Media
1w

From alligators to wombats, the menagerie of Google Docs animals make the collaborative word-processing platform fu…

Perfect Search Media
1w

No need to ask Siri for these 12 tips on optimizing for voice search. They're right here.

Perfect Search Media
1w

This comprehensive article on the feud between Tinder & Bumble deserves a swipe right and a read.

Perfect Search Media
1w

RT : The Pro Marketer's Product Launch Checklist for 2018 - Whiteboard Friday by

Perfect Search Media
2w

While traditionally known as the ultimate photo sharing social media platform, Instagram is more than just your dig…

Perfect Search Media
2w

ICYMI: Like Google, Bing is removing right-side text ads from its SERP--and they're adding another text ad at the b…

Perfect Search Media
2w

Time for some . Gotta hit the books and ensure growth! 📚

Perfect Search Media
2w

RT : The Guide to Local Sponsorship Marketing - The 2018 Edition By

Perfect Search Media
2w

Facebook just made it easier to set up A/B testing in bulk--so now there's no excuse to not split test your ads!

Perfect Search Media
2w

Check out our tips for choosing the right digital marketing agency for your business. While it can be a stressful p…

Perfect Search Media
2w

RT : Spotify opens at $165.90, valuing company at $30 billion by

Perfect Search Media
2w

The term "meme" was coined by evolutionary biologist Richard Dawkins in 1976. The more you know...

Find us on Facebook


Stay in touch with digital marketing & those who know it best.
Sign up for the Perfect Search newsletter.