This document provides 5 tips for improving eCommerce PPC campaigns in 2018: 1) Validate traffic sources by using advanced targeting like demographics and audiences; 2) Understand overall impact through assisted conversions and conversion paths; 3) Consider performance across devices like desktop, mobile, and tablet; 4) Get users to return through remarketing and multi-channel contact; 5) Personalize experiences using techniques like customer matching lists and geo-targeted ad copy. The tips focus on data-driven optimization, cross-device strategies, and personalized engagement to improve campaign performance.

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5 ‘Actionable’ Tips For eCommerce PPC in
2018
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PPC is an ever changing
● Mobile focus
● Rise and rise of voice search
● Data-Driven Attribution
● New Targeting methods!
● 100’s of new features
● A new user interface
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Tip #1 Validate your traffic

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eCommerce Store
PPC Campaign

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Traditional Validation Methods
● Keywords
○ Control when ads are shown
○ Bid according to keyword relevancy
● Ad Copy
○ Create specific Ad Copy
○ High intent Ads
○ Describe your business/products etc
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Next level targeting
● Demographics
● Audiences
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Demographics
● Age
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Demographics
● Household Income
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Demographics
● Parental Status
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Audiences
RLSA
● Qualify traffic
● Bid control
● Target broadly
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Audiences
RLSA
● Qualify traffic - [Only bid if ‘social engaged’]
● Bid control - [6p +600% if ‘previous converter’]
● Target broadly - [bid “trainers” if ‘spent > £100’]
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Audiences
More targeting for Search…..coming soon!
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Tip #2 Understanding your
overall impact

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Find out if it’s for your client…
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Assisted Conversions

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Assisted Conversions

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Assisted Conversions

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Get granular with it..

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Top Conversion Paths
*excludes conversions that only have a single contact point

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Top Conversion Paths
● Understand the buyer journey
● Make more informed decisions
● Identify how campaigns influence customers

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Get granular...

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Get granular...

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Path Length
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● Inform budget allocation
● Funnel strategies
● Find valuable keywords
● Inform larger digital marketing strategy
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Tip #3 Don’t dismiss the
device funnel

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Desktop
Mobile
Tablet

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Poor performance, duck budget

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Cross-device Activity
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AdWords > Search Attribution > Cross-device Activity

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Cross-device Activity
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AdWords > Search Attribution > Cross-device Activity

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Cross-device Activity
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AdWords > Search Attribution > Cross-device Activity

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How can this inform your PPC Strategy?
Review Cross-device Activity & Assisted conversions in Analytics
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How can this inform your PPC Strategy?
Separate campaigns by device
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How can this inform your PPC Strategy?
Allow for broader targeting on mobile
● Build awareness
● Research stage
Mobile keyword: “Black mountain bike”
Desktop keyword: “Black Rockrider 9000 Mountain Bike”
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Tip #4 Get users to return

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Remarketing is good!

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Dynamic Remarketing is better!!

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Make users aware they’ve been to your site
● RLSA bidding strategies
● IF Function audience ads
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Multi-Channel contact
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● Use Social Media
● Use Gmail Ads
● Email lists
● Use Social Media audience on AdWords

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Tip #5 Make your users feel
special

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Personalisation
● Stand out
● Click-through rate
● Conversion rate
● Lasting effect
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Customer Match Lists
● Subscribers, brochure downloads, ebook downloads etc
Deliver personalised Ads to these users
Keep content inline with what they’ve previously engaged with
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Geo-Targeted Ad Copy
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● Using business data
● Dynamically insert users location
● Granular

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Acknowledge what device they’re using
● IF statements
{=IF(device=mobile Free Shipping on Mobile Orders)}
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Summary
● Validate your traffic
● Understand your overall impact
● Don’t dismiss the device funnel
● Get users to return
● Make your users feel special
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