Hi
@JJWinst
Let's think positive about this. Your site looks good and it looks like you have good products. I think you probably just need some help on the optimisation and PPC side of things.
The error that many people make with PPC is that they direct ad traffic to their homepage, category pages or product pages without knowing if those pages even convert well.
Just think, why would you keep trying to fill a bucket if there's a big hole in the bottom?
Most PPC agencies also totally ignore this fact because they don't want to get their hands dirty once the account is set up. They just want to spend an hour a month tweaking and then take the cash for it.
Google Ads are super-expensive so it's no longer good enough just to set some ads live and hope for the best. You actually need to put in the work to develop landing pages (either with developers or landing page software) to help you capture the sale. It's work in progress.
By looking into your analytics you will be able to tell where your weaknesses are in terms of people dropping off your site (i.e what pages they exit). If you have lots of visitors to a product but no sales then you have some work to do on the optimisation side if things.
If they are dropping off before that then you need to work on the navigation and user journey side of things.
People don't just buy stuff because you have a nice site. They also don't buy stuff because you have a competitive price. There are a ton of reasons why people buy or don't buy and it's up to you to test and tweak your site to continually improve.
You also need to bare in mind a few other things:
1. Sometimes products just don't convert for PPC. - The cost per acquisition is too high and it just doesn't work.
2. You need to collect email addresses at every opportunity. - Most ecommerce conversion rates are about 5%. That means 95% of people leave the site without buying anything. You need to try to capture an email address from that 95%.
It looks like you're relying on the email sign-up box at the bottom of the page. Get OptinMonster on the site and watch your sign-ups go through the roof. More email addresses means more eventual sales. Your PPC will start to get cheaper the more you collect.
3. You need a Marketing Funnel - Consumers generally need to learn to trust a company, especially if they are new. Your marketing funnel is a series of automated emails you can send to introduce, educate and add value to them. At the end, you can also get them to buy from you. It's 'sales on autopilot'.
4. The first sale is not the end of the job - You may make a loss on the initial acquisition of a customer but they could turn out to be worth hundreds of pounds over the next year. You need to work hard to get your customers to spend more with you. If you do this correctly then your PPC could look quite cheap. It's time to play the long game!
Some other tips that I have used in the past on PPC are:
- Always test your ad copy and language. You can always improve.
- Numbers work well to get the message across. Prices in ads can prevent needless click or encourage qualified ones.
- Use specific ad copy and landing pages for your slowest days of the week (i.e offer more of an incentive). Sometimes your Saturday ads will need a kick-start. You can either put them on hold or use a deeper promo code.
- Target by device if you know desktop converts best. If mobile doesn't convert, then you have work to do.
- Countdown timers work well on landing pages. Scarcity of product or discount works well.
- Set up Google Customer Match Adwords Retargeting by uploading your email list to your Adwords account. This means you can reach people already on your email list to get them back to your site.
I hope that helps.
Best regards
Matt
