It’s a simple equation: more website traffic means more sales. And you, as e-commerce business owner, know just how true this is.
So, you’ve probably thought at some point, “How can I generate more traffic to my online store? Is PPC worth it, or should I focus more on my SEO efforts?”
Allow us to differentiate the two for you first. Pay-Per-Click (PPC), in a way, is every tech-savvy marketer’s stepping stone to it’s much more sophisticated and organic sibling, Search Engine Optimization, or SEO. This means that it’s the perfect playground for online marketers who want to dip their toes in paid promotions.
Does PPC sound like something you want to explore? Let’s drill down on the nitty-gritty of it. In this article, we’ll explore the pros and cons of using PPC for e-commerce.
The Pros of PPC Marketing for Your E-Commerce Business
Remarketing is easy
The first visit to your website doesn’t often translate to an actual sale. But you don’t have to consider this as a dead-end lead. After all, it usually takes a few more visits before they can be converted to paying customers. So what’s the ace up your sleeve? Remarketing tactics.
This simply means that you have to focus your efforts on re-engaging with those who have previously visited your e-commerce store. This task can be quickly done with PPC tactics. The next time that they search for keywords associated with your business, your ads will show up on their search/display network.
Reports for SEO can be quite daunting to interpret, but PPC is much more straightforward. With PPC networks and platforms, especially Google AdWords, you can easily quantify the effects of your ads to your ROI (Return Of Investment). For example, you can track the movement of the buyer down the marketing funnel, as from seeing your ad to clicking on it, visiting your website, and to purchasing goods or services.
Naturally, SEO and PPC marketing are practical solutions that can help you grow your customer base. But if you’re pressed for time and want to see quicker results, the latter will be the better option for you. Whatever channel you may direct your efforts in, you can easily set up ads and associated keywords for each one in a PPC campaign. This means that you can get ranked right away if you play your cards right.
The Cons of PPC Marketing for Your E-Commerce Business
Requires time and effort to convert to sales
There’s no sure-fire way to convert to sales. If you’re willing to give PPC advertising a try, be ready to invest not only money but also effort and time in understanding it. The downside to this is that PPC has various variables that you need to take note of. You can’t simply put your eggs in one basket and hope that it drives to sales quickly. In fact, it’s nothing short of a gamble. You want to place your budget in the right avenues to get optimum results.
If you’re still getting to know your market and target audience, it makes sense for you to test all sorts of keywords and the like. As such, PPC, especially for first-time marketers, can be quite expensive. Of course, there’s always the option of hiring PPC experts to do the work for you. But this is yet another thing to add to your expenses list. So there’s really no way around this but to stick to your PPC budget and make sure that you know what you’re doing.
One of the biggest challenges in the e-commerce industry is to provide quality customer service and avoid exhausting disputes with dissatisfied clients. Now there’s another way to do this. Want to know how? Read the following review about the Purchase Guard platform to understand better how it can help you improve customer service and grow your business.