Managing Large PPC Accounts
If you’re a retailer that offers a multitude of products that you want to advertise online, you may find yourself scratching your head and thinking, “Where do I start?” You know that running a successful ecommerce campaign means more exposure for your business and more cash for you, so it is worth the time and energy to get organized.
Managing a large PPC campaign can be a challenge. Thankfully, AdWords provides you with several tools to make this job less daunting. These features will help you to improve your CTR, ROI and conversion rate along the way.
Start by getting your ducks in a row. Make sure that your PPC campaign reflects the set-up of your website, or you can even think of it in terms of the layout of your store (if you have an offsite location where transactions are made). Think about taking careful attention to create different ad groups for your various families of products. For example, if you are a shoe retailer that offers a variety of different styles you don’t want to shortchange yourself by grouping athletic shoes with heels. If you carry several brands that offer different styles, you probably want to break them up as well because there are bound to be customers who are looking exclusively for Skechers or New Balance shoes.
If you’re already feeling overwhelmed because of your extensive inventory, then the AdWords Editor may be a lifesaving tool for you. You can use it while working on or offline, and it can be a huge time saver when working to promote multiple brands within your PPC campaigns. You can download the Editor for free for either Windows or Mac. The AdWords editor gives you the ability duplicate ad groups for different brands for the click of a button. Let’s say for example, you are advertising Skechers Running Shoes and you also want to create a similar campaign for Nike athletic sneakers, you can copy the attributes of your existing ad group. Next you can paste them into the editor and simply change the brand name to create new ads for the Nike sneakers, rather than having to create a whole new campaign from scratch.
Did you know that you can import data from Excel sheets when working within AdWords? This is a good option if you have large quantities of information to upload at once. Make sure that you have the information clearly separated in the files so that AdWords Editor can recognize how the information should be organized when it is imported to your AdWords account.
If you are selling a number of products online, you should already have a Google Merchant Centre account, and if you don’t, it’s time to get on it. Within the Google Merchant Centre interface, you have the ability to upload and customize product data so that valuable details appear when people run a search. This is an extra opportunity for you to snag the interest of potential customers by offering them more insight into your offerings. When you update product information in Google Merchant Center it automatically appears in your ads when an interested user enters a search query. This will save you some steps when keeping your campaigns up to date. Once you have linked your AdWords and Google Merchant Centre accounts, you may want to include “ad attributes” to further assist your campaigns. You can apply special filters to keywords or ad groups, manage bids and much more by selecting a few simple settings.
So now you know that having a well-structured account is key, but let’s not forget the necessity of clearly worded ads. The copy of your ads must be enticing and easy to understand. The thought of creating unique lines of copy for every ad may seem intimidating, but once again AdWords has supplied you with the resources necessary to put this together in a jiffy. The Dynamic Search Ads feature is currently available and allows you to use a snippet of code to replace your ad copy based on the keywords triggered in a users search query. These snippets are directly linked to your website so that information from your site is transcribed into your text ads. This means your potential customers always see the most relevant information. This is especially helpful if your product offerings and listings are updated often. This way you don’t have to worry about accidentally advertising inventory that is out of stock or is no longer carried.
You may choose to rely on ad extensions to help you out in this department as an alternative. You can link your Google Merchant Center product listings to your text ads so that these products become a part of your search ad campaign. You can also use ad extensions to include location, click to call information, and links to certain product pages on your site.
Creating a well-polished PPC campaign may seem like a difficult task, but you can see that AdWords has your back every step of the way. Organization is key, so take some extra care upfront to yield outstanding results throughout the duration of your campaigns. You’ll be glad you did.
About Zach Etten
Zach is a certified Google AdWords Professional with over 4 years of experience managing successful PPC campaigns. His background in statistical analysis and interest in big data led him to become an expert in bid optimization tactics and strategies. Zach has successfully managed large and small campaigns for clients spanning many industries and business models. +Zachary Etten