How To Increase Paid Search Traffic

We know driving traffic is not easy. Big retailers have been playing this game since the internet began.

They have developed their methods using new technology, hired individuals to stare at their data insights, all for meeting trends, following patterns, and getting ahead of the competition, with a big budget to do so.

Paid advertisements can help drive an e-commerce store’s visibility, but they’ll yield weak results without a data-driven strategy.

The longer you keep an advert running and the higher proportion of people that you reach – the more costly it will become.

For retailers or e-commerce stores with smaller budgets, and a severe lack of time to keep up with the endless amounts of data thrown at them by their campaigns, here are 6 tips to help you optimize your advertisements and increase paid search traffic.

1. Broad Keywords

You see some of the biggest brands using broad keywords and naturally think it’s what makes them successful. You may find an increase in traffic,however, you will likely not be able to convert this traffic into sales.

The critical use of paid advertisement is to generate sales. By using broad keywords, you’re not identifying specific sales.

Big businesses can afford to use these terms because they’re well established. However, as a smaller business, you won’t be able to compete.

2. Implement Negatives Lists

Building out your negative keyword list is going to save you with your costs and your time. Negative keywords are some words associated with your product or service, however, targeting a different market.

Think of it like this: your product is a table. However, your specific niche is wooden top tables.

By building out your negative list in this case, you’ll make sure that your ad isn’t targeted towards people searching for ‘marble top tables’ or ‘standing desk tables’.

Negative lists contain all the keywords that could go next to your primary keywords, however, actually have nothing to do with your product or service.

3. Increase your bids

If your competitors are outbidding you on your AdWords campaign for specific keywords, then they are gaining all of the traffic and sales that should have been coming your way.

You can’t afford to skip out on your bids. Although can start with a lower-than-average bid for a keyword, you’ll want to quickly analyze which are generating the most sales, and slowly start to increase your bid.

This will ensure that your paid advertisement gets the attention that it deserves.

4. Edit ad copy

Too many times businesses set up a paid advertisement and let it run its course. Whilst it may generate a few sales here and there, they are missing out on huge business.

Continuously tweak your advertisement copy in line with your data insights. If you’re having a sale or offering discounts, you need to include this in your advertisement.

Within your ad copy, ensure that your keywords are relevant to both your audience, product and service. Ensure that you also have an effective call for action that will help to convert traffic into sales.

If you find that you’re not getting anywhere, continue to tweak your copy until you see some changes.

5. Link your landing pages

Increase your marketing efficiency by ensuring that your advertisement is directly linked to particular landing pages.

The home page can be a great place to start if you want users to get a general understanding of your business. However, if you’re selling a particular product or service, link to that landing page.

If you’re running many different advertisements, it would be a mistake to only have one landing page link.

Tweak your ad copy to match that of the keywords on your landing page and direct them to the pages on your website that will generate sales.

The ‘home page’ and ‘about page’ can be a great place to start to build brand trust and loyalty. However, they won’t always land that sale.

lean more: Important Tips to improve your landing page copy

6. Digital Transformation

The world is always developing new technologies that make life either more complicated or much simpler.

In the case of paid advertisements, there is a colossal amount of software out there to help you. Whether spotting trends through your data insights or evaluating where you could be more efficient in your marketing.

Here are some examples of great software that can help you with your paid advertisements:

• CLEVR AI – offers great data insights across digital marketing channels
• Google Analytics – will help analyse your ROI (return on investment)