A common occurrence in digital marketing (which marketing agencies know all too well) is that some eCommerce entrepreneurs invest in SEO thinking it will turn a profit overnight and then sour when they see how much time and effort it takes, and then think they can solve all of their woes with eCommerce PPC strategies.
The problem is, while eCommerce PPC ad campaigns can turn a profit quickly if they are run properly, PPC is not some magic panacea to all of digital marketing’s headaches.
That said, here are 3 common misconceptions about this digital marketing channel and how an eCommerce PPC management company can help mitigate them.
You’re Guaranteed to Make Money
First, while eCommerce PPC is intended to operate on an accelerated timeline when compared to SEO, you are by no means guaranteed a profit when you engage in this strategy.
One of the quickest ways to lose money with PPC is to bid on keywords that are not properly aligned with what you sell. Prospective clients will click on your ads and then bounce.
Remember, you will pay for every click to your website. That’s why it’s called pay-per-click or PPC. If you get a click and no conversion, that will tank your ROAS.
If you work with an eCommerce PPC management provider, the idea is that the company will optimize your keyword cohort as well as your ad copy and landing pages so that this does not happen.
You Can Set It and Forget It
If you set and forget a PPC marketing strategy, the chances are that over time as new competitors enter your sphere and bid on your keywords, you will lose out.
Mostly likely what will happen is that you will get outbid for the keywords you need to generate revenue. Your click through rate will drop, or you’ll get fewer clicks, but you’ll be getting less revenue, too because your conversion rate will drop.
Unfortunately, PPC advertising is a very active eCommerce marketing channel and one that needs near-constant attention to continue to deliver consistent results.
Ultimately, you need to reevaluate your keyword list at least weekly, see how much you are paying, and see if you’re getting as many impressions and clicks as you want. If not, you might need to get a little more aggressive.
It’s a Sustainable Advertising Strategy
While many eCommerce entrepreneurs are attracted to PPC because of how quickly it can start to bring in revenue, the truth is it is a very expensive marketing channel that doesn’t produce long-term results. Worse, ROAS can diminish over time as new competitors enter the sphere.
The worst part about eCommerce PPC, though, is that when you stop running the campaign, traffic will disappear, and overnight at that. This is true regardless of whether you worked with an eCommerce PPC management specialist or not.
This stands in stark contrast to SEO, where results compound on themselves over time. The effort you put into SEO will come back to grace your domain. No matter how much effort (or money) you put into PPC, you won’t get to keep what you earn.
Invest in eCommerce PPC Management Services
Now that you know some of the caveats associated with PPC, if you’re still serious about rounding out your digital marketing strategy with a PPC campaign, you should consider working with an eCommerce PPC management expert.
This is because an experienced digital marketing professional can help you skirt some of the issues mentioned herein while also potentially generating greater visibility and pushing your ROAS skyward.
If your current campaigns are languishing, it can’t hurt – it’s worth it to give it a try and see if it improves your current performance.
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