Success Via a Unified eCommerce PPC Management Strategy
eCommerce businesses adopt PPC (pay-per-click) strategies for various reasons. Paid search campaigns can enhance brand awareness, improve competitive positioning, outshine rivals for high-competition keywords, increase conversions, and drive additional web traffic.
More importantly, a well-managed eCommerce PPC campaign can significantly boost revenue, especially during peak competitive periods. This is why many online businesses allocate a portion of their marketing budget to paid search—it’s ultimately about maximizing returns, and PPC services can deliver substantial gains.
However, PPC isn’t one-size-fits-all. Various platforms offer paid search options, including Google (via Google AdWords), Bing (through Microsoft Advertising), and social media networks like Facebook (via Facebook Ads Manager). While a business can generate impressive results using just one platform, a unified eCommerce PPC strategy spanning multiple campaigns across different platforms yields the most significant impact.
An eCommerce PPC Agency Sets the Stage
Our client, Lady Black Tie, is a leading provider of fashion-forward formalwear for style-conscious shoppers across the country. Their steady growth transformed them from a regional supplier into a nationally recognized brand known for its distinctive designs.
Lady Black Tie’s business follows a seasonal rhythm, with demand peaking during wedding season, Prom, Homecoming, and other formal events. As a result, customer search behavior shifts throughout the year, influencing interest in specific styles.
Behind the brand are sharp entrepreneurial minds who have built a thriving business with strategic marketing, high-quality products, and a dedicated social media following. They also leverage historical sales data to fine-tune their promotions.
Having already carved out a strong brand presence and market positioning, Lady Black Tie had also laid the groundwork for a promising paid search campaign.
Success via Traditional Paid Search Strategies
By the time Lady Black Tie partnered with us for eCommerce PPC management, they were already running a profitable Google Shopping campaign. Thanks to the highly visual appeal of their products and their stunning, original photography, their campaign was performing well. This wasn’t a case of fixing a struggling account—it was about taking something successful and making it even better.
Obiyan Infotech’s PPC specialists took over management of Lady Black Tie’s Google Shopping campaign while expanding their strategy with Search and Display ads. Our takeover came just in time for the Prom season in April 2021.
We refined targeting to focus on girls in the right age bracket and utilized tools on the client’s website to manage stock availability. In addition to optimizing the PPC campaign, we implemented an In-Stock Notify feature to alert shoppers when sold-out items were back. This ensured that potential customers who couldn’t purchase initially returned to complete their orders. As a result, the client experienced a record-breaking season with substantial gains.
The data above reflects the performance of the client’s Google Ad campaigns in April 2021 compared to the previous period. As seen, revenue, transactions, and overall eCommerce conversion rates rose significantly. Transactions and revenue more than doubled, session durations increased, and the bounce rate dropped noticeably.
While the client provided high-quality visual content, including photography and videos, our eCommerce PPC experts curated and optimized the ads. We fine-tuned targeting across Google Search, Shopping, and Display channels to maximize the impact of these visuals. Continuous adjustments helped enhance ROI while keeping campaign costs in check.
Once prom season ended, we restructured the Google PPC Ads campaigns to align with the late Spring and early Summer wedding season. We reallocated budgets and refined messaging to target brides and bridesmaids, emphasizing that Lady Black Tie makes it seamless for all bridesmaids to place a single order together.
Big Gains with Facebook Ad Services
Lady Black Tie, with its strong social media presence, was already running a successful Facebook Ads campaign. Our role was to step in, refine the strategy, and seamlessly integrate it with their paid search advertising for even better results.
With a dedicated social media following and collaborations with a professional modeling agency, Lady Black Tie had an abundance of high-quality photography and videos. Our PPC experts leveraged these assets to create Facebook Video and Carousel Ads that not only captivated potential customers but also addressed their questions before they even had to ask.
Our Facebook Ads showcase Lady Black Tie’s products in an elegant yet realistic way, addressing customer concerns about fit, flow, and overall aesthetic appeal. The visually engaging nature of the ads captures user interest, while our strategic placement and precise targeting ensure higher engagement and conversions.
Facebook Ads Manager offers some of the most advanced targeting options in paid search marketing, which we’ve utilized to fine-tune Lady Black Tie’s campaigns for maximum profitability. We’ve placed particular emphasis on targeting based on age and marital status. Additionally, Facebook’s event-based targeting allows us to reach users planning to attend weddings and formal gatherings, ensuring Lady Black Tie’s ads reach the right audience at the right time.
Our PPC project managers continuously monitor user behavior across platforms to assess campaign performance. A key insight we uncovered is that the average session duration across Lady Black Tie’s platforms is remarkably high—close to ten minutes—demonstrating strong user engagement. Customers are not just browsing; they are deeply interested, spending significant time interacting with the brand.
As we optimized their campaigns, we ensured messaging remained concise. While Lady Black Tie has a devoted following, their highly visual products demand visually striking, text-light ads. We kept text minimal, sometimes using an emoji, allowing the imagery and video content to take center stage.
Additionally, many of the seasonal adjustments we made to Lady Black Tie’s Google Ads were reflected in their Facebook Ads. Throughout the year, we adapted messaging to align with shifting consumer trends—highlighting Prom in the Spring, weddings in the Summer, and now Homecoming as we enter Fall. Our ability to dynamically pivot messaging in response to seasonal buying patterns has been a major factor in the continued success of their social media advertising campaigns.
While some eCommerce PPC management providers may take a passive approach, setting up campaigns and waiting for results, our PPC specialists remain actively engaged, continuously monitoring and optimizing every aspect of our clients’ campaigns.
Whether it’s refining ad copy, enhancing landing pages, or fine-tuning targeting to boost click-through rates and conversions, our team is always on the lookout for innovative improvements. For more real-world success stories, explore our collection of eCommerce case studies.
This commitment to vigilance extends beyond PPC to all of our digital marketing services, including eCommerce SEO, social media management, and email marketing. Our agency is dedicated not only to refining our own strategies but also to driving continuous improvements in our clients’ campaigns.
To learn more about how our digital marketing services—spanning PPC, SEO services, social media management, and beyond—can elevate your business, reach out to our experts at +91 7044444433 or info@obiyaninfotech.com.