e Commerce PPC Management

By Sergio Aicardi on August 13, 2013
  • PPC Management for E-Commerce Websites

E-commerce pay per click services.

Managing a PPC campaign is something that most business owners do not have time for. Usually, when a business owner is looking for a company to take charge of their campaign its due to the fact that they are not having success managing it on their own or their current e Commerce PPC management team is simply not producing the results they are looking for. At the Miami SEO Company we manage pay-per-click campaigns for all types of companies, from enterprise companies to eCommerce sites. We use a blend of data driven and fundamental techniques that have time and time again, increased the conversion rates of the campaigns that we manage.

How Does it Work?


Investing Your Marketing Budget Wisely.

Companies that manage PPC campaigns come in all shapes and sizes, if you have an eCommerce site, you need to find a team that has experience with them. I have personally seen how some SEO companies operate and let me tell you, do not just assume that the sales representatives that solicit you are telling the truth. Be very cautious with who you choose because you could find yourself flushing thousands if not tens of thousands of dollars down the proverbial “SEO Toilet”. Although there are many scam search engine optimization companies in this saturated world, there are actually many professional ones that can provide you with a marketing service that is a truly profitable investment. Educate yourself as much as possible to ensure that you make the right choice.

The key to choosing the right SEO company is knowing how to ask the right questions.

Protect yourself against companies that are really just SEO client slaughter houses for lack of a better term. If you are speaking with a prospect service provider, check rip off report or pissed consumer to see if there are any complaints about them. Another great place to check is the BBB or simply Google their name. One other thing that you should do is take a look to see if the company has changed its name recently due to branding issues, a lot of these scammers just change the company name once their reputation has become spoiled to the point of no return just to start the whole scam over again. If after checking into all of these things you feel that it may be safe to consider them to handle your campaign here are some technical questions that you can ask to see if the company even has any real talent on board.

  1. What kind of case studies do you have that show a decrease in cost per acquisition on large E-commerce campaigns?
  2. Can you provide me with sample reports that show an increase in ROI for a large PPC campaign in Adwords?
  3. Can you provide me with sample reports that can show an increase in impressions with a simultaneous decrease in CPC?
  4. What kind of experience do you have with 3rd party shopping carts? Can you show me examples of Analytic reports that track conversions on 3rd party shopping carts?

If the sales representative seems to just dance around the questions without sounding like he knows what hes talking about, chances are he doesn’t know what he’s talking about and neither does anyone at the company he is representing. These are some really easy and common questions to answer for an experienced marketing professional. These questions may seem very technical but lets take a look at them one by one and see whether or not you think its a good question to ask or more crucially, something that you think your next marketing team should know how to answer.

1. Decreasing Cost per Acquisition.


For those of you who might not be familiar with this term, its basically the amount spent to get a new customer or sale. This amount can be assigned to a keyword, ad group, campaign or conversion. If you are in business to make profits, then reducing the amount of money it takes to get new business is something you should be tracking. A professional PPC campaign tracks acquisitions, ROI, conversions and more, if your SEO team is not tracking these types of things then you are not getting the most out of your marketing efforts.

Setting up conversion tracking is very easy to do, it involves adding a simple line of code to your website that allows Google Analytics and Google Adwords to assign a value or conversion to a page view, it’s one of the most basic forms of campaign management.

Now, ask yourself, would you want your E commerce PPC company to track and optimize your cost per acquisition? 🙂

2. Increasing ROI.

Google Analytics and Adwords can provide a lot of good actionable data that you can make educated decisions with to improve your campaigns performance in terms of ROI and revenue optimization. Here is a great video that explains a few of the ways to do so:

If you are selling products online and you are not tracking your ROI then Houston, we have a problem. How can you expect to know which keyword ads are more profitable than others without tracking ROI down to a keyword level. Don’t settle for less, if your current SEO/PPC provider isn’t tracking your ROI then they are not providing you with the kind of proactive service you deserve. Imagine having a report that shows you exactly what kind of ROI you are experiencing on weekly or monthly basis, wouldn’t that be beneficial to track and view as a business owner? I doubt your’e thinking anything other than “YES” right now… 🙂

3.Increasing Impressions & Decreasing Avg CPC.

A trend in decreasing average CPC & increasing impressions is a good way to track progress because it means you are getting more exposure for a smaller cost. Below is an example of what this type of activity looks like.


4.Tracking 3rd party shopping cart transactions

Being able to track something like conversions that take place on a third party shopping cart is something that takes experience with Google Analytics tracking code modifications and advanced filters within profiles. If your prospect SEO service provider can show competence when it comes to advanced tracking then you can at least feel save knowing that you are putting your marketing budget in the hands of someone who actually knows a thing or two about the most powerful marketing tool known to search engine marketing professionals.

If you have a shopping cart that is setup on a separate domain or website, you need to make some modifications to the way your Google Analytics profile is set up and to your tracking code. Here is a example of what the advanced filter settings look like for a client that we recently installed 3rd party shopping cart tracking for.


In general, the more technical questions you ask the better, don’t just assume that the company you are prospecting is telling the truth and that the case studies on their website are actually theirs. Unfortunately there are many companies out there that are ran by inexperienced SEO’s that can really damage your websites online credibility before the eyes of the search engines. With the recent Penguin updates, it can be very dangerous to hire an SEO company that doesn’t know how to adapt to current and future algorithm updates. At the Miami SEO Company, we think like a search engine, we would never implement any type of work that was even questionably manipulative. The best eCommerce SEO company can be hard to find, and ultimately they may be too expensive, but if you find a team that knows what they are doing, you can get some pretty substantial gains from your investment. Take the time to learn a thing or two about your reporting tools to secure your investment, or just call the us. We take pride in teaching our clients and then growing with them.

About The Author

Sergio Aicardi
Sergio Aicardi /

Search engine marketing is what I am passionate about and enjoy doing. I feed off of the knowledge and the fact that SEO is always and will always be changing. Remember, when it comes to SEO, always think like a search engine and you will succeed.