A website analysis isn’t a one time exercise for numerous reasons, with the top three being 1. an ecommerce site is constantly changing products, prices, offerings, promos, etc, 2. an ecommerce site must stay up to date on the latest Google changes as it pertains to ecommerce PPC and adapt accordingly, and 3. the site must stay relevant for both user and Quality Score reasons. Because of this, we perform an initial website analysis that reviews the site for errors, user experience, and conversion optimization. Then, we monitor and review the site on an ongoing basis for issues that may arise relative to the ecommerce PPC.

Sometimes your keywords can simply be your product and brand names, but most of the time you need more than that to drive volume to meet your sales goals. Keyword research needs to be done in relation to your business, as well as analyzing competitors and the industry landscape. Initially, a thorough keyword research exercise needs to be done in order to build the foundation of your ecommerce PPC campaign. Then ongoing keyword research in the forms of Search Term report reviews for keyword additions and negative keyword additions will be done.

Ecommerce PPC ad copy writing and testing needs to be scientific and well thought out. Google Ads does offer some ways for advertisers to achieve this with things like Dynamic Ads, however, it misses the human element (and just lacks many important testing levers as well). Additionally, elements such as promotions, sales, discount offers, and other one time or seasonal events need to be planned for. So when you combine all these elements, a 1% difference in conversion rates from those ads can make or break your store. So without proper setup, writing, testing, and optimizations you could miss the mark.