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.
"Perfect Search was able to quickly build out a huge account and optimize all aspects of the account to beat our goals."
Kasey Gandham

Tweets

Perfect Search Media
2d

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By

Perfect Search Media
2d

Machine learning impacts every search; it's not a one-size-fits-all algorithm approach anymore.

Perfect Search Media
3d

Our CEO went to the conference last week. Here's the wisdom he took home.

Perfect Search Media
4d

RT : Google Shares Details About the Technology Behind Googlebot

Perfect Search Media
4d

It's time to look under the bed. You know, learn about the complex legal battle over mattress review sites.

Perfect Search Media
4d

Thanks so much for the recognition!

Perfect Search Media
5d

Now you can use for more than paying your roommate back for paper towels. This is big.

Perfect Search Media
5d

Perfect Search just won 2 ! We took home platinum & gold. Find out what categories we won for here:

Perfect Search Media
5d

TBH, we're skeptical of the new app tbh's staying power--but just bought it. Thoughts?

Perfect Search Media
6d

RT : Do iPhone Users Spend More Online Than Android Users? By

Perfect Search Media
6d

ICYMI: made a huge update to its budget structure. You need to get filled in. Read this post.

Perfect Search Media
1w

While mobile-first might be your mantra of 2017, explains that this isn't always true. Check it out.

Perfect Search Media
1w

Shopping around for some new tools? Our Director of SEO & Content Justin is here to help. Find out our faves.

Perfect Search Media
1w

RT : Writing Headlines that Serve SEO, Social Media, and Website Visitors All Together - Whiteboard Friday…

Perfect Search Media
1w

We're getting in the Halloween state of mind. to our Spooky Search Engine Halloween story.

Perfect Search Media
1w

According to , we're in the Age of the Bizarrely Intelligent Robots. And we're not ready to deal with it.

Perfect Search Media
1w

Love it! So excited to have you here.

Perfect Search Media
1w

Thanks so much!

Perfect Search Media
1w

Is your business ready for Q4? Try these tips and make it the most wonderful time of the year.

Perfect Search Media
1w

RT : Investors anxious about Google traffic acquisition costs, which regulation could further increase by

Perfect Search Media
1w

Did you catch our shout-out in this article? Halloween is just around the corner...

Perfect Search Media
1w

RT : How to Turn Low-Value Content Into Neatly Organized Opportunities - Next Level By…

Perfect Search Media
1w

Thanks to the Internet, change can happen fast. Like when TV buffs made McDonald's bring back .

Perfect Search Media
1w

is getting smarter. Is your PPC strategy keeping up? Learn all about machine learning here.

Perfect Search Media
1w

RT : Smartphones are changing, and they're more interesting than ever

Perfect Search Media
2w

Haven't tested the new Posts on feature yet? Why not? Get the lowdown & start testing now.

Perfect Search Media
2w

Don't get discouraged. Nofollow doesn't mean no value. Watch this informative to learn more.

Perfect Search Media
2w

Heads up: This pricing update might impact your weekend's & chill plans.

Perfect Search Media
2w

RT : Visually understanding your site structure and external link weight impact by

Perfect Search Media
2w

Thanks for hosting a great career fair !

Find us on Facebook

RT : How Links in Headers, Footers, Content, and Navigation Can Impact SEO - Whiteboard Friday By