8 PPC Strategies to Boost Your E-commerce Sales

Reliqus Marketing

28 February 2023


The rise of e-commerce has been nothing short of astounding, and the COVID-19 pandemic has only accelerated this trend. Let’s take a closer look at the data behind the growth of e-commerce and what it means for businesses and consumers.

In 2022, global eCommerce sales surpassed 5.2 trillion U.S. dollars worldwide, and this figure is only expected to reach new heights in the coming years. [Reference]

In 2022, digital buyers were 312.7 million in India. By 2025, there will most certainly be 378 million digital consumers. [Reference]

Mobile commerce (mCommerce) is growing rapidly, In 2022 global eCommerce market crossed the two trillion US$ threshold. With US$1,649.4 billion  in sales in 2022. [Reference]

In the US, Amazon dominates eCommerce sales, with a market share of 38.7% in 2021. (eMarketer) [Reference]

Customer reviews can have a big impact on eCommerce sales. Products with reviews have a 12.5% higher conversion rate than those without reviews. (Spiegel Research Center) [Reference]

How Many people shop online

It’s not looking like the rise of eCommerce sales is slowing anytime soon. According to estimates, we will see 2.64 billion online buyers in 2023 . [Reference] This amounts to approximately 26.76 percent of the world’s population!

The increasing popularity of shopping online will likely result in increasing competition online. To ensure that your eCommerce company stands out from the competition it is essential to invest in online marketing, specifically paid search.

1. Choose the Right Ad Platform for Your E-commerce Business

When it comes to advertising your e-commerce business, choosing the right ad platform is crucial to reaching your target audience and driving sales. With so many options available, it can be overwhelming to decide which platform to use. Here are some numerical facts to consider when choosing the right ad platform to boost sales for e-commerce:

Facebook: With over 2.8 billion monthly active users, Facebook is a popular choice for e-commerce businesses. On average, Facebook users click on 11 ads per month, making it an effective platform to drive traffic and sales. On Facebook, the cost per click (CPC) average is $0.97.

Instagram: Instagram has over 1 billion monthly active users, making it a valuable platform for e-commerce businesses. The platform has a higher engagement rate than Facebook, with an average of 1.6% compared to Facebook’s 0.09%. The average CPC on Instagram is $1.28.

Google Ads: Google Ads is a powerful ad platform that can reach a vast audience through search, display, and video ads. On average, businesses make $2 for every $1 they spend on Google Ads. The average CPC on Google Ads varies depending on the industry and competition, but the average is $2.69 for search ads and $0.63 for display ads.

Pinterest: Pinterest has over 400 million monthly active users, with 98% of users reporting they have tried something new they discovered on the platform. The platform is popular among women, with 60% of its users being female. The average CPC on Pinterest is $0.10.

TikTok: TikTok has over 1 billion monthly active users, with a large audience of younger generations. On average, users spend over 52 minutes per day on the app. TikTok is a relatively new ad platform, but businesses are seeing success with their ads. The average CPC on TikTok is $0.10-$0.30.

“When it comes to PPC for e-commerce, Google Ads is an essential platform to use because it targets customers who are ready to buy and who are looking for a specific item that they plan to buy right away..”

2. The Power of Brand and Non-Brand Keyword Segmentation in Shopping Campaigns

eCommerce businesses are relying heavily on shopping campaigns to drive traffic and sales. Shopping campaigns are a type of pay-per-click (PPC) advertising that allows businesses to showcase their products directly within search engine results pages (SERPs).

However, not all shopping campaigns are created equal. By implementing brand and non-brand keyword segmentation strategies, businesses can optimize their shopping campaigns and achieve even greater success.

Brand vs. Non-Brand Keywords

Before diving into the benefits of keyword segmentation, it’s important to understand the difference between brand and non-brand keywords. Brand keywords refer to search terms that include the name of the business or its products.

For example, “Nike shoes” would be a brand keyword for the Nike brand. Non-brand keywords, on the other hand, are search terms that do not include the business or product name. For example, “running shoes” would be a non-brand keyword.

There are several benefits to brand keyword segmentation, including:

Higher Click-Through Rates (CTR): Users who search for brand keywords are typically further down the sales funnel, meaning they are more likely to click on an ad and make a purchase.

Lower Cost-Per-Click (CPC): Brand keywords typically have lower competition than non-brand keywords, resulting in lower CPCs.

Increased Brand Awareness: By targeting users who are already familiar with the business or its products, businesses can reinforce brand awareness and loyalty.

The Power of Non-Brand Keyword Segmentation

Non-brand keyword segmentation, on the other hand, refers to the practice of creating shopping campaigns that target users who are searching for products or services related to the business but are not yet familiar with the brand.

By creating a separate campaign for non-brand keywords, businesses can tailor their ad copy and bidding strategies to better target these users.

There are several benefits to non-brand keyword segmentation, including:

Increased Reach: Non-brand keywords typically have higher search volume than brand keywords, meaning businesses can reach a larger audience.

Opportunity to Target Competitor Keywords: Non-brand campaigns allow businesses to target users who are searching for products or services offered by competitors.

Potential for New Customers: By targeting users who are not yet familiar with the brand, businesses can attract new customers and increase market share.

By implementing brand and non-brand keyword segmentation strategies, businesses can optimize their shopping campaigns and achieve even greater success. Whether targeting users who are already familiar with the brand or those who are not yet aware of it.

businesses can tailor their ad copy and bidding strategies to better target their audience and achieve higher click-through rates, lower cost-per-click, and increased brand awareness and market share.

3. Optimizing your eCommerce website for buyers

Optimizing your eCommerce website for buyers is essential to increase conversions, sales, and overall success. Here are some tips to help you optimize your eCommerce website for buyers:

Improve Website Speed: Website speed is critical for user experience and search engine optimization. Utilize a content distribution network, minify code, and compress images to increase the speed of your website (CDN).

Mobile Optimization: A majority of online purchases are made through mobile devices. Make sure your eCommerce website is mobile-friendly. This includes responsive design, fast load times, and easy navigation.

Simple Navigation: Simplify website navigation to make it easier for buyers to find what they are looking for. Use clear categories, subcategories, and filters. Keep the selection system straightforward and user-friendly.

High-Quality Product Images: High-quality product images are crucial for eCommerce websites. Use high-quality images that show the product from different angles and with zoom functionality. Use professional photography or hire a photographer if necessary.

Clear Product Descriptions: Provide clear and concise product descriptions that include all necessary information. This includes product dimensions, weight, material, and any other relevant information. Use bullet points to make it easier to read.

User Reviews and Ratings: Display user reviews and ratings on your eCommerce website. This provides social proof and helps buyers make informed decisions. Respond to negative reviews and use feedback to improve your product offerings and customer service.

Secure Checkout: Ensure your eCommerce website has a secure checkout process. Use SSL encryption, PCI compliance, and other security measures to protect user data and build trust with buyers.

Multiple Payment Options: Offer multiple payment options to make it easier for buyers to make purchases. This includes credit cards, PayPal, Apple Pay, and other popular payment methods.

Easy Returns and Refunds: Provide clear information on your website about your return and refund policies. Make it easy for buyers to initiate returns and refunds. Use feedback from returns to improve your product offerings and customer service.

By optimizing your E-commerce Tracking for buyers, you can increase conversions, sales, and overall success. Focus on improving website speed, mobile optimization, simple navigation, high-quality product images, clear product descriptions, user reviews and ratings, secure checkout, multiple payment options, and easy returns and refunds. Remember to prioritize the user experience and always put your customers first.

4. Maximizing Your E-commerce Sales with Google Showcase Shopping Ads

E-commerce businesses are constantly searching for new ways to drive sales and increase their revenue. One powerful tool that has emerged in recent years is Google Showcase Shopping Ads.

In 2016, Google launched a new ad format – Showcase Shopping ads.

Showcase Shopping Ads are a type of Google Shopping Ad that allows businesses to showcase their products in a more visually appealing way.

According to Google, Showcase Shopping Ads can increase CTR by up to 3x compared to standard Shopping Ads. This means that Showcase Shopping Ads can help you reach more potential customers and drive more traffic to your e-commerce site.

Google also reports that advertisers using Showcase Shopping Ads have seen an average increase of 20% in conversions. This demonstrates the power of Showcase Shopping Ads in driving more sales for e-commerce businesses.

Showcase Shopping Ads allow you to showcase your products in a more visually appealing way, which can help increase brand awareness and recognition. By creating visually engaging ads, you can differentiate your products from those of your competitors and create a lasting impression with potential customers.

With Showcase Shopping Ads, you can reach new customers who may not have been aware of your products or brand before. This can help expand your customer base and increase your overall sales.

Like other types of Google Ads, Showcase Shopping Ads can be optimized for better performance. By analyzing your ad data and making adjustments to your targeting, bidding, and ad creative, you can improve the effectiveness of your Showcase Shopping Ads and drive more sales.

Showcase Shopping Ads can be an effective way to promote sales and discounts during peak shopping periods, such as Black Friday or Cyber Monday. By creating ads that showcase your discounted products, you can drive more traffic to your site and increase sales during these busy periods.

5. The Power of Dynamic Search Ads for E-commerce Businesses

Dynamic Search Ads (DSA) are a powerful tool for advertisers, and they should be considered an asset rather than an accessory. DSA can be particularly useful for businesses with large or constantly changing inventories, as it allows them to advertise a wide range of products and services automatically.

DSA works by automatically creating and displaying ads based on the content of a website, rather than keywords. This means that ads are dynamically generated based on the search terms entered by users, which can result in more relevant ads and increased click-through rates.

One of the major benefits of DSA is that it allows advertisers to expand their keyword coverage without having to manually create new ads or update existing ones. This can save time and resources, while also providing opportunities to reach new audiences and target specific product or service categories.

Additionally, DSA can be particularly effective for targeting long-tail search queries, which can be difficult to target with traditional keyword-based advertising. By generating ads based on website content, DSA can capture more specific search terms and drive more qualified traffic to a website.

Dynamic Search Ads are an asset for advertisers, providing an effective and efficient way to target a wide range of products and services automatically. They can save time and resources, expand keyword coverage, and target long-tail search queries.

6. Focus on high-intent keywords

When it comes to running a successful Google Search campaign, targeting the right keywords is key For e-commerce businesses, targeting high purchase-intent keywords can be a smart strategy for driving sales and maximizing ROI. Here are some Data that support the above statements:

Higher Conversion Rates: According to a study by Word stream, long-tail keywords with high purchase intent have a conversion rate that is 2.5 times higher than generic, high-level keywords.

Increased ROI: A report by HubSpot found that leads generated by targeted keyword campaigns have a 14.6% close rate, compared to just 1.7% for outbound marketing methods like cold-calling or direct mail. This means that targeting high purchase-intent keywords can result in a higher return on investment for e-commerce businesses.

Lower Cost Per Acquisition (CPA): According to a study by Ken shoo, targeting high purchase-intent keywords can lead to a 30% lower CPA compared to more generic keywords. This is because high-intent keywords typically have lower competition and can generate more qualified leads.

More Qualified Traffic: Targeting high purchase-intent keywords can also result in more qualified traffic to your website. Users who search for these specific keywords are often further along in the buying process and are more likely to convert, which can result in higher-quality leads and more sales for your e-commerce business.

7. Optimizing Your Bidding Strategy for E-commerce Success

As an e-commerce business, it’s important to have a bidding strategy in place for your pay-per-click (PPC) campaigns. Your bidding strategy will determine how much you pay for each click on your ads and can have a significant impact on the success of your campaigns. 

PPC can be an effective and effective way to advertise your products, provided you manage the budget as well as your bids well. There are various bidding strategies that you can use for Google Ads including:

  • Manual CPC
  • Enhanced CPC
  • Target CPA (cost per action)
  • The goal ROAS (return on the ad expenditure)
  • Maximise conversions
  • Maximise conversion value

Here we would see how to optimize your bidding strategy for your e-commerce business:-

  1. Set a target return on ad spend (ROAS)

A target ROAS is the amount of revenue you want to generate for every dollar spent on advertising. Setting a target ROAS can help you determine how much you should be bidding on each keyword in order to achieve your desired return.

According to WordStream, businesses that set a target ROAS for their campaigns have a 33% lower cost per acquisition (CPA) than those that don’t. This means that setting a target ROAS can lead to more efficient spending and ultimately boost your sales.

  1. Use automated bidding

Automated bidding is a feature that allows Google Ads to automatically adjust your bids based on your target ROAS or other performance metrics. Automated bidding can save time and improve the performance of your campaigns.

According to Google, businesses that use automated bidding see a 10-15% increase in conversions and a 5-10% decrease in CPA. This means that using automated bidding can lead to more conversions and more efficient spending.

  1. Adjust your bids based on the device

Your e-commerce business may find that certain devices, such as mobile or desktop, have a higher conversion rate than others. Adjusting your bids based on the device can help you optimize your spending and reach your target audience more effectively.

According to WordStream, businesses that adjust their bids based on devices see a 21% increase in CTR and a 16% decrease in CPA. This means that adjusting your bids based on the device can lead to more clicks and more efficient spending.

  1. Consider ad position

Ad position refers to the placement of your ad on the search engine results page. Ads that appear higher on the page tend to receive more clicks, but also tend to have a higher cost per click (CPC). It’s important to find the right balance between ad position and cost.

According to WordStream, ads that appear in positions 1-4 have a higher CTR than ads that appear in positions 5-10. However, ads in positions 5-10 have a lower CPC. This means that finding the right ad position can lead to more clicks and more efficient spending.

  1. Monitor and adjust your bids regularly

PPC advertising requires ongoing monitoring and adjustment to ensure that your campaigns are performing well. This includes monitoring your bids and adjusting them based on performance data, such as conversion rates and cost per click.

According to WordStream, businesses that regularly adjust their bids see a 20% increase in CTR and a 15% decrease in CPA. This means that monitoring and adjusting your bids regularly can lead to more clicks and more efficient spending.

An effective strategy for advertising paid campaigns is the PPC 70/20/10 budget plan. This is the method where you commit 70% of the advertising budget to evergreen campaigns, 20% to short-term high-result campaigns, and 10% to fresh campaigns that are at the beginning of their development.

8. Maximize Your Retargeting Ad Campaigns

As an e-commerce business owner, you understand the importance of customer lifetime value (CLV). The longer a customer remains loyal to your brand, the more revenue they generate for your business. Retargeting ads can be an effective strategy for increasing CLV, and here’s how numerical facts support this claim.

Retargeting ads are designed to reach out to customers who have interacted with your brand but didn’t make a purchase. By showing them personalized ads based on their previous interactions, you can encourage them to return to your website and complete their purchase.

According to a study by AdRoll, retargeting ads have a click-through rate (CTR) that is 10 times higher than display ads. [Reference]

In a case study by Shopify, retargeting ads resulted in a 130% increase in sales for the e-commerce business. [Reference

Retargeting ads can also lead to a higher average order value (AOV). A study by Invesp found that retargeting can increase AOV by 50%. [Reference]

retargeting ads can be a powerful tool for increasing CLV in e-commerce businesses. By showing personalized ads to customers who have previously interacted with your brand, you can encourage them to return to your website and complete their purchases.

With a higher CTR, increased conversion rates, and higher AOV, retargeting ads can help you drive more revenue and increase the value of each sale.


In conclusion, pay-per-click (PPC) advertising is a powerful tool for e-commerce businesses to increase their online visibility, drive traffic to their websites, and ultimately boost their sales. By utilizing the right PPC strategies, e-commerce businesses can target their ideal audience, optimize their campaigns for maximum performance, and ultimately see a significant return on investment. 

However, it’s important to remember that PPC is a constantly evolving field, and businesses should continually test and tweak their strategies to stay ahead of the competition and achieve their goals. With careful planning and execution, PPC advertising can be a game-changer for e-commerce businesses.

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