In a nutshell, eCommerce PPC services are designed to improve the performance of your pay-per-click campaigns, and to generate a higher return than you’d expect to get on your own.
But there are limitations to this prong of digital marketing. This short post should break down some of its capabilities as well as what it doesn’t do.
What PPC Does
First let’s cover some of the relative advantages of this digital marketing channel, as there are several considerable strengths.
Grow Revenue Quickly
The main reason eCommerce brands invest in PPC is because it can grow revenue overnight. Anyone can launch an ad campaign in a matter of minutes and get the ads off the ground.
Unlike other digital marketing channels like SEO and email marketing, in PPC, assuming keyword research, targeting and bid strategy are optimized, there is no ramp-up period. Results just start coming in.
Allow for Precise Targeting and Data Collection
More than nearly any other marketing channel, pay-per-click is data driven. Through the ads manager, you can see how users interact with your ads, as well as the ads that perform well, and where, and those that don’t.
This is a data-driven digital marketing channel if ever there was one, and PPC also allows for very precise targeting in terms of user demographics, geographics, device, interests, behavior, and more.
Improve Brand Awareness
Pay-per-click marketing is also typically effective at generating more brand awareness, as the goal of every campaign does not need to be revenue generation. Some are run only to improve awareness of a brand, a company, a product, to create buzz, or simply to increase an overall digital footprint.
What PPC Doesn’t Do
With all of this being said, there are also some sharp limitations to what pay-per-click, as a marketing channel, can do. Let’s look at some of these.
Improve Organic Rankings
One of the sharpest shortcomings of pay-per-click marketing is that its results are not permanent, in the same way that SEO’s results are.
Allow a short explanation. When you run a PPC campaign for your eCommerce business, at least for some keywords, and with the right bid strategy, you can get a website’s PPC ads right at the tops of page one.
But when you cut the campaign, the ads will disappear. No more entries in the search results at all.
Organic eCommerce marketing efforts are not like this. When you run an SEO campaign and get your website on, say, page one position three, when you cancel the campaign, regular fluctuations notwithstanding, your website will stay right there.
That’s why the results of organic marketing are often considered far more valuable than those associated with paid search like PPC, despite the fact that PPC can turn around a solid profit effectively overnight.
Generate the Same Sort of Return as SEO
It’s also important to note that not only does a PPC strategy not generate “permanent” results (or even any sort of staying power whatsoever), it also doesn’t usually produce the same sort of return as SEO.
Literally, that is. Organic leads close at a higher rate and usually have a higher profit margin compared to effort invested and return, when compared to PPC.
The up-front costs of SEO are higher, or so it seems on paper, but the amount of revenue generated pursuant to an effective organic marketing strategy will often far surpass what comes in through a digital marketing agency’s eCommerce PPC services.
Why Working with an eCommerce PPC Services Provider Can Be Valuable
At the end of the day, coming up with viable ad sets, crafting effective ad copy, and setting targeting parameters and bid strategy, along with ad performance monitoring, all sap up a lot of resources.
This is why some businesses choose to work with eCommerce PPC services providers – to take some of that effort off their plate while improving the performance of their ads. They can do it for you, too; you just need to find the right services provider.
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