eCommerce PPC Management: Working With An Agency
Whether this is your first time looking for an eCommerce PPC agency or you already engage with one and want to create a better working relationship, you're in the right place.
Leveraging eCommerce advertising is a great way to increase reach, brand awareness and conversions. In this blog, we're sharing 4 tips to help you create a great relationship with your agency partner that will yield a higher return on your marketing investment.
eCommerce PPC Management: 4 Tips To Work With An Agency
- Seek out a reputable PPC agency
- Stay in communication with your agency partner
- Identify your company's goals
- Track and report on key metrics
Seek Out A Reputable PPC Agency
First, look for reputable PPC agencies and research their websites to see the exact PPC services they offer. Take a look at the agency's blogs to learn more about their expertise, or read into their case studies to see how the agency delivered success for previous clients. This will help you gauge a better understanding of what future success could potentially look like for your company.
Don't forget to browse their client portfolio − this is where the agency shows off a lot of the work they've done for clients. Browse client testimonials, too, to see whether previous customers were satisfied with their experience working with the agency. When you see a work example that resonates with your business's needs or a client testimonial that you feel relates to what you want to achieve, reach out to the agency for consultation.
Stay In Communication With Your Agency Partner
The majority of eCommerce PPC management agencies do not have a team of experts dedicated to researching your company's industry. Rather, they have a team of experts dedicated to managing PPC for clients in various industries. Your teammates are the experts in your industry, since your team knows what goes on day in and day out at your organization.
Discuss Seasonality Components of Your Business
Make sure that your agency partner understands the seasonality of your industry from the beginning. Keep them up to date on price changes, promotions and the removal/addition of products. Sometimes, including the price of a specific product in ad copy is a good idea. If this is part of your PPC strategy, inform your point of contact at the agency when your company changes a product's price.
If a product is no longer available, be sure that you're not spending advertising dollars on promoting an unavailable product. Stay in touch with your point of contact at the agency when your company adds additional products to its catalog because a new product may be worth creating targeted ads.
Lastly, inform your agency partner when your company is running any limited time offers or promotions so that they can optimize the ad copy to help increase website traffic. The earlier that you submit your advertising calendar to the agency, the better.
Remember, leave it to the PPC experts at the agency to strengthen and optimize your PPC strategy. After all, their job is to help you increase ad conversion, so don't forget to trust their recommendations.
Share Your Most Profitable Products & Average Gross Margin
Effectively communicating with your agency partner is a key component to successful eCommerce PPC management. Help your agency partner get you the highest return on your marketing investment by advertising your brand's most profitable products. Using highly specific ads for these product lines can really help to increase online sales. Plus, tell your partner what your business's average gross margin is. This will help them identify your ideal cost per conversion.
Identify Your Company's Goals
One of the most essential factors of eCommerce PPC management is to clearly define your company's goals. Though driving website traffic is great, driving relevant and qualified people who are likely to convert is even more important. Once your teammates have a strong understanding of your company goals, they can then clearly communicate those goals with the agency partner. This helps to set expectations at the start of the agency-client relationship.
If you're not sure what you aim to achieve with your PPC plan, here a couple common goals:
- Increase Brand Exposure
- Leverage Facebook Ads
Optimizing your eCommerce advertising strategy is a great way to increase brand awareness and expose your brand to new audiences. There are a variety of platforms to advertise your eCommerce store on: Facebook, Instagram, Snapchat, Google, Gmail and more. Decide which platforms are most important to your business and converse with your agency partner to see how you can utilize those platforms.
Facebook ads have shown serious results for some eCommerce retailers. Facebook is great for creating highly targeted ads in a variety of formats and targeting users based on location, age, gender, interests and so much more.
Track And Report On Key Metrics
Link your Google Adwords and Google Analytics accounts to enable conversion tracking. Be clear with your agency partner the metrics you'd like to see in reports. This goes back to referencing your goals and KPIs − make sure you're tracking the metrics that align with your goals.
Creating reports takes time, so only include the information of utmost importance. It'll allow your agency partner to work on adjustments that are most important to improve your company's paid ad performance. A great agency will include suggestions and next steps in each report.
Hopefully, these eCommerce PPC management tips help you effectively communicate with the agency you choose. Suggesting keywords and ad copy is a great idea, but don't try to run the show.
Remember, agencies have teams of PPC experts available to improve PPC landing page performance. Trust in their ability to generate results, and be patient. Not all PPC accounts explode over night. Finding the right PPC strategy that works for a business often takes time and effort.
If you'd like to learn more about Groove's eCommerce PPC services and how we can help, don't hesitate to ask any questions below. Our team will be happy to learn more about your unique business needs and discuss how our team can help.