With the share of digital ad spend at 29.9% in 2015 and expected to increase to 39.3% in 2019* the digital advertising marketplace is becoming increasingly competitive for ecommerce retailers.

With this in mind, optimising paid search should be a priority for all retail marketers in 2016. Let’s take a look at some of the most important pay-per-click tips for online retail:

1) Segment Campaigns

2) Focus on environmental factors

3) Use geographic bid modifiers

4) Use ad customisers

5) Find your unique selling point

6) Add negative keywords

7) A separate strategy for campaigns on desktop

8)Provide a personalised experience

Source: Searchenginewatch

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.