Succeeding in eCommerce PPC doesn’t merely involve selling quality products.
True, that’s critical (you won’t have many loyal customers if your products don’t offer actual value, after all), but it’s not the only way you can boost sales.
In a competitive marketplace, you need to stand out in the crowd by running pay-per-click ad campaigns through Google Or PPC ads and Amazon.
You also need to apply tested strategies that align with user behavior.
Consider the following examples.
If you’re trying to grow an eCommerce business with a PPC advertising campaign, these tips will help you achieve your goals.
Let’s get the obvious tactics out of the way first! Different types of Google Shopping ads offer different features and serve different purposes. Google Shopping Ads allow you to showcase your products and directly encourage users to purchase them. They also have a relatively strong chance of showing up as sponsored links when users perform relevant Google searches. Naturally, they’re ideal for eCommerce PPC.
Depending on the nature of your business, some of your products may be more popular among customers during specific times of the year. For example, if you’re a digital marketing /PPC marketing apparel brand, you shouldn’t expect your winter coats to typically sell best in summer.
That’s a basic example. The main point to keep in mind, though, is that you want to be prepared to leverage seasonal trends instead of scrambling to make seasonally-appropriate Google Shopping ads at the last minute. That means even when it’s not winter, you should be developing Google Shopping ads for the products that sell best in winter. You can always make minor changes later before publishing them.
Most marketers understand the value of using the right keywords when designing PPC ads/PPC advertising for Google. However, while including the “right” keywords in your descriptions and ad copy is important, it’s also smart to specify any negative keyword’s you wish to associate with your ad.
Negative keyword’s help you boost sales by telling Google’s algorithm what you’re not offering. This minimizes the chances of users with little interest in your products seeing your ads, thus allowing you to optimize your paid search budget.
For example, maybe you’re selling physical desk calendars. As such, your target audience doesn’t consist of people looking for online or downloadable calendars. Make sure you’re not wasting money advertising to them by including “online calendars” and similar terms in your list of negative keyword’s.
That said, you should keep in mind that just as making a list of keywords involves some trial and error, so does deciding which negative keywords to specify when creating ads. Monitor your eCommerce PPC campaigns’ performance regularly and update your list of negative keywords whenever you come up with new ideas.
With each year, it becomes increasingly common for online shoppers to browse eCommerce sites and make purchases via mobile devices. Remember this when designing your ads. At least some of your PPC ads/PPC advertising should be designed specifically for customers shopping on smartphones and small tablets.
There are various ways you can incorporate mobile-friendly elements into your ad designs. The specific choices you make will at least to some degree depend on what you’re selling. In general, ads that are designed to look impressive and clean on mobile devices strike a balance between catching a user’s attention with vibrant imagery without overwhelming them. For example, an ad featuring a large chunk of text may be somewhat difficult to read on a small mobile screen. Mobile-friendly ads should instead be designed to convey essential information efficiently and clearly. As always, you should also A/B test different ads to get a better sense of which yield higher levels of engagement with mobile device users.
You may already appreciate the importance of creating PPC ads/PPC advertising to highlight sales when you plan on running them. A general rule of thumb that tends to hold true states that when potential customers are told they can save money if they act fast, they’re more inclined to make purchases.
However, along with buying items when they’re on sale, your customers may be able to save money in various other ways when buying your products. Perhaps if they spend a certain amount of money they’re rewarded with a discount. Maybe you offer discounts to users when they sign up for your email list. Or, you might have a customer loyalty program that allows repeat customers to save money.
When planning eCommerce PPC campaigns, review the products you’re selling and make a list of any promotions, discounts, and other such money-saving options that may be associated with said products. Whenever it makes sense to do so, touch on these money-saving opportunities in your ads. You’ll likely find that sales increase accordingly.
Additionally, even when an item isn’t necessarily available at a discounted price, it’s still often smart to mention its price in the title of an ad anyway. While this isn’t a universal rule, as there are instances when mentioning the price in the main ad copy may feel forced, in many instances it’s wise to let a potential customer know how much you’re charging for a product right away.
The fact that a lead considered buying one of your products but ended up not actually making a purchase doesn’t always mean they’ve decided for good that they’re not interested in buying a product. There are many, many reasons online shoppers don’t make purchases right away when browsing items. Often, they’re simply distracted. When they click away from a product page, they might tell themselves they’ll complete a purchase later, only to forget to actually do so.
Luckily, these potential sales are by no means lost forever. You can use Google’s Dynamic Remarketing features to show relevant PPC ads/PPC advertising to users who engaged with your brand or products in the past when they visit sites within the Google Display Network. This is an easy but effective way to improve your ROI.
Segmenting your audience and creating different types of Google ads to appeal to different types of customers is one of the most well-known ways to improve a PPC ad campaign. That said, some eCommerce PPC marketers make the mistake of only segmenting their audiences once, then never returning to make adjustments based on what they’ve learned from their eCommerce PPC campaigns.
This deprives them of an opportunity to squeeze more profit out of their ads! When you monitor your PPC campaigns performance, consider if you can glean any new insights regarding audience tastes, behaviors, and other such factors in order to segment your audience even more effectively.
For example, after reviewing a PPC campaigns performance, you might find that leads who live in one particular city respond (whether positively or negatively) differently to certain PPC ads/PPC advertising when compared to those from a different city. If this was a behavior you hadn’t predicted when first segmenting your audience, now that you’re aware of it, you can segment your audience even further to boost sales.
Another mistake that’s too common in digital marketing/PPC marketing? Only creating new Google ads when you “need” them.
For instance, you’re well aware of the fact that you should create new Google ads when promoting new products, when running sales, and when your existing Google ads are stale and simply need to be refreshed. However, it’s worth remembering that there is no such thing as a truly “perfect” ad. Even if you’re not completely sure how right now, it’s almost certain that each and every one of your ads could be improved upon in various ways.
Constantly creating new Google ads should be one of your top priorities. True, you can’t devote all your time to generating ads, as doing so will prevent you from focusing on other important business tasks, but you should probably focus on creating new ad content when you have the time to do so more than you currently are.
Creating new Google ads naturally gives you more chances to test them. The more ad variants you test, the more you’ll learn about which strategies are most effective. That said, even when you aren’t actively running all the news ads you’ve recently generated, consistently engaging in the ad generation process will ensure those creative muscles remain strong.
Additionally, it’s helpful for very practical reasons to have a large number of Google ads available on the backburner. When you reach a point where it is necessary to incorporate new Google ads into your PPC campaigns, you’ll already have plenty of unused content to experiment with.
The Internet is brimming with potential distractions. Again, the list of distractions that could prevent an otherwise interested lead from making a purchase is extremely long. When a potential customer clicks on one of your ads, you typically have a very limited amount of time to make a sale.
Keep this in mind when reviewing your current PPC ads/PPC advertising and generating new ones. Your ads should send leads directly to a product page (or other page from which they can easily make a purchase) right away. If there are too many steps between the point when someone clicks on an ad and the point where a purchase is complete, you’re losing out on sales.
Researching your competitors’ keywords and using them in your own PPC ads (when it makes sense to do so) is generally a smart online advertising strategy. That said, there are certain keywords the competition may be using that you should not incorporate: branded keywords.
It may be tempting to use a competitor’s branded keywords in your PPC ads not because you want to deceive a potential customer by making them think you’re selling another brand’s products, but simply because you want to target customers who are interested in brands similar to your own. For instance, maybe you’re selling a more affordable alternative to a popular product, and you want to let potential customers know about how much money they could be saving if they bought an item from your brand instead of the competition.
The problem is, branded keywords tend to only be valuable when used with the relevant brand’s ads. The attention your PPC ads receive when you rely on the competition’s branded keywords will primarily come from low value leads who are probably already planning on buying an item from their chosen brand. You’ll have little success convincing them to buy your products instead.
Properly incorporating branded keywords into your PPC ads in a way that’s ethical is also, well, hard. Even if your intentions aren’t malicious, if a competitor finds you’re using their branded keywords excessively in your own ads, they can complain to Google or any other advertising platform you’re using. The consequences may include account suspension, cease and desist orders, and more.
Some classic eCommerce PPC tips will always be relevant. Some grow even more relevant over time.
For example, today’s online shoppers tend to be very savvy when it comes to their understanding of advertising tactics. Your potential customers know that just because you’re describing your products in a way that makes them sound desirable and valuable, that doesn’t necessarily mean your own description can be trusted.
Surveys often reveal that online shoppers are increasingly prioritizing customer reviews when determining whether to buy products. They may not trust a company to honestly describe a product’s benefits, but they trust other customers.
You can appeal to that trust by including language from real customers reviews in your ads. You don’t need to do so with every single ad you create, but you should highlight customer reviews at least to some degree from time to time.
However, while these tips absolutely will improve the effectiveness of your eCommerce PPC advertising campaigns now, remember that best practices are always evolving and changing.
You need to ensure the success of your eCommerce business by continuing to read blogs like this one. Staying on top of the latest best practices is one of the simplest yet smartest ways to remain competitive.
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Whether you’re a life coach or a business coach, you need a steady flow of leads to stay profitable. It’s not enough to post on social media. No matter how popular you become, being well-liked and even loved doesn’t guarantee clients.
For coaching businesses, pay-per-click (PPC) campaigns can be a powerful way to attract high-intent leads – people actively looking for transformation, accountability, and clarity. But you can’t just throw some ads up on Google and expect results. You need a strategy that uses the right targeting, messaging, and structure to avoid expensive lessons in trial and error.
In this guide, we’ll break down the essentials of building cost-effective PPC campaigns designed specifically for coaches who want conversions, clients, and growth.
The first step to creating any high-performing PPC campaign is identifying what your potential clients are searching for online. PPC ads show up in search results (Google, Bing) and social media feeds (Facebook, LinkedIn, TikTok) based on the phrases users type into the search bar when looking for content.
To get your ads seen by your ideal clients, you’ll need to tap into their innermost thoughts – like a burned out executive searching TikTok at 2:00 a.m. for “how to find my purpose” or “how to get a promotion.” You’ll want to target searches that indicate the user is unhappy and is looking for a solution that coaching can help them achieve.
Not all keywords are equal. You’ll get more leads that convert by targeting keywords that indicate a user is ready to take action. Use tools like Google Keyword Planner, Semrush, and Ubersuggest to find keywords with strong intent. High-intent searches might include phrases like:
· Business coach for entrepreneurs
· Life coaching to reduce stress
· Life coaching to find my purpose
· How to grow my small business fast
· Career transition coaching
These and similar phrases related to your coaching business will be the foundation for your paid ad campaign on any platform.
The customer journey consists of three stages that lead someone into the buying stage:
· Stage 1: Awareness. The prospect is aware they need help, but they don’t know exactly what they need or how to get it.
· Stage 2: Consideration. The prospect has named their problem and are actively looking for a solution.
· Stage 3: Decision. The prospect knows they want to work with a coach, and they’re in the process of deciding who to work with.
If you’re running a full marketing campaign with email marketing, you’ll want to run ads that address leads in all three stages. The people you capture in stages one and two will need to be nurtured over time through email. Leads you capture in stage 3 can be more easily turned into a paying client faster. If you aren’t capturing emails yet, only target leads in stages two and three for the best results.
No matter what type of coach you are, your ideal clients will have a variety of goals and pain points. Not everyone will share the same concerns or desires. For example, some business owners want to grow their business and open new locations, while others want to build a stronger team or increase their revenue. Some life coaching clients want better relationships while others want to find their life purpose. When you run ads, your target market needs to think, “this ad is for me.” Generic copy won’t cut it.
You’ll need to run a different ad campaign aimed at each client avatar. To get the most conversions, you’ll need to reach one avatar at a time. Speaking to one avatar in your ads and landing page copy allows you to go deep into their needs, fears, hopes, worries, and concerns. The more specifically you can connect with people, the more likely they are to convert.
To figure out what your ideal clients want, think about their struggles and the potential keywords they might be searching on various platforms. For example, a lot of people are unhappy at work. In this case, potential keywords they might be searching for include:
· How to find a job that doesn’t suck
· How to handle conflict at work
· How to win respect at work
Once you know the pain points you want to target, craft your messages so they speak to emotional triggers. People respond to a sense of urgency (“Burned out? Don’t wait”), personal growth promises (“Find your life purpose in 90 days”), and emotional relief (“Stop second-guessing yourself”). Speak to where your ideal client is right now and show them you can take them where they want to be.
Using this information, you’ll craft ads with headlines, copy, and corresponding landing page copy that speaks directly to your ideal clients. For example, your ads might look like this:
Problem/Keyword search: How to find a job that doesn’t suck
Ad headline: Hate Mondays? Let’s Fix That.
Ad copy:
You spend 90,000 hours of your life at work. Shouldn’t more of them feel fulfilling? Learn how to reconnect with purpose and enjoy what you do. Book your free clarity call now.
Problem/Keyword search: How to handle conflict at work
Ad headline: Tired of Office Drama? Here’s Your Way Out
Ad copy:
Learn strategies to set boundaries and manage work conflict like a pro. Click for a free strategy session.
Problem/Keyword search: How to win respect at work
Ad headline: Feel Invisible at Work? Let’s Change That
Ad copy:
You’ve got the skills. You put in the hours. But the recognition never follows. Sound familiar? Respect isn’t about being louder – it’s about confidence, clarity, and strategy. Book your free consultation and finally be recognized for your full value.
Just like each of your ads target a specific avatar, your landing pages need to do the same. Don’t send traffic to your homepage. Your landing page should reflect exactly what your ad promised.
If your ad says, “Executive Coaching for Burnout Recovery,” then the landing page should address burnout, speak directly to executive professionals, and offer a call-to-action (CTA) for a discovery call.
Effective landing pages consist of the following elements:
· A dedicated page made just for your ad
· A seamless transition from ad to landing page
· A clear headline that addresses the pain point directly
· Testimonials or results from real clients if possible
· A strong CTA, like “Book your free 30-minute breakthrough session”
· A clickable phone number or link to book a call immediately
Remember, you’re not selling coaching services. You’re selling a better version of your prospect’s life. Make sure your copy reflects that.
Coaches often underspend on ads, thinking they can game the system with just $5/day. That’s not an effective strategy. What you may not realize is that setting a low budget actually reduces the number of people who see your ad. Your ad visibility increases the more you spend.
Start with a modest, but meaningful budget of at least $1,500-$2,000 per month. The good news is your cost per click (CPC) will be significantly lower than other industries, like legal and insurance. However, if you’re not sure how to set a PPC budget or handle bidding strategies, hire a professional PPC agency to manage your ads. It’s the easiest way to avoid costly mistakes.
Your ads should target the right people at the right time.
First, think about your ideal client who is looking for your services.
Who hires coaches? Usually, it’s:
· Entrepreneurs who feel stuck or overwhelmed
· People who want to start a business, but don’t know where to begin
· Mid-level professionals seeking career growth
· High achievers facing burnout
· People at a personal crossroads (divorce, job loss, mid-life crisis, etc.)
Once you pinpoint who might be looking for your services, you’ll need to choose the right advertising platforms. Your main options are:
· TikTok Ads
· Instagram Ads
· Pinterest Ads
Advertising on each of these platforms comes with pros and cons – some are specific to coaching services. For example, while Pinterest is likely cheaper than Google, Pinterest leads might not be committed. However, TikTok and YouTube users frequently search for solutions to specific problems.
You might be surprised to learn that TikTok is a gold mine for coaching businesses. It’s not just an app for teens. Over 71% of TikTok’s users are between 18-34 years old, and 32% are 25-34 years old.
Unlike other platforms, TikTok doesn’t function like a typical social media platform where the purpose is to build a community. It’s more like an outreach platform and people are constantly discovering new content creators. The algorithm’s goal is to get as many people watching content for as long as possible. To achieve this, users are given content based on their interests, not just from people they follow. You don’t need followers or viral content to get seen. Each video stands alone in the algorithm and has an equal chance at getting attention.
People use TikTok to find insights and advice on just about everything you can imagine, including personal and business-related situations. While you can run ads on TikTok without a following, it helps to have an established account with solid content. You’ll build more momentum this way, and you can boost your native content to earn more trust across the platform.
Additionally, TikTok ads can target users based on hashtag interactions. People use hashtags on TikTok to find content more than any other platform. If you’re not advertising on TikTok, you’re missing out on clients.
Coaching clients aren’t impulse buyers, and they need to see your face and personality to know if they want to work with you. Wherever you run ads, you can expect people to click on your account to check you out. You’ll get more conversions by publishing short, engaging videos that show your authenticity and provide inspiration and support.
Whichever platform(s) you choose to advertise on, make use of custom audiences to target your potential leads as specifically as possible.
Everyone wants clarity, but not everyone wants to pay for it. That’s why you need to block certain searches using negative keywords. You don’t want your ads to show up for people who are just curious, looking for freebies, or looking for unrelated services. They’ll just click on your ads, waste your ad budget, and potentially waste your time if they sign up for a free call.
Suggested negative keywords for coaches include:
· Free coaching session
· Coach training program (these people want to be coaches, not hire one)
· Sample coaching questions
· Coaching worksheets pdf
Defining these and similar negative keywords will keep your clicks high-quality and your cost per lead low.
It can be exciting to see how many people are viewing and clicking on your ads, and there is a time and place to assess impressions and clicks. However, unless you’re focused on optimizing your ads, forget click-through rates (CTR) and look at how many calls you’re getting booked, how many contact forms are being submitted, and how many email addresses you’re collecting through your lead magnet downloads.
It’s crucial to know which campaigns are bringing you results so you can cut the ones that aren’t working.
People don’t usually buy high-ticket coaching packages the first time around. They need time to research, investigate, and consider their options. You might get some clicks and email signups from your ads that don’t turn into paying clients right away. That’s where remarketing comes in.
Set up ads on Google and Facebook to follow users who have already clicked on your ads and visited your website. Since these ads will be displayed only to people who have already interacted with your brand, you can use different value points to engage them, like testimonials, free guides, and limited-time offers.
Facebook retargeting options are pretty specific compared to other platforms. Since Facebook and Instagram are both owned by Meta, you can target people who have interacted with your Instagram page, too. You can even upload a list of your existing email subscribers from your segment that hasn’t yet converted and target them with relevant ads.
At PPC.co, we help life and business coaches run PPC campaigns that turn clicks into clients. Whether you’re scaling a coaching business or launching your first coaching program, we’ll help you connect with the people actively searching for your services.
Contact us today for a free digital marketing consultation and let’s start turning your ads into paying clients.
