Competition is inevitable. We’ve come to accept that since, ultimately, it provides greater benefit to consumers. Now, digital competition enables eCommerce stores to alter prices faster than a stationery store clerk can grab a pen. Products can be managed with elaborate content management systems and every smart device allows eCommerce to reach us, no matter where we are. To stand a chance in the digital eCommerce arena, there are dozens of logistical operations, marketing tactics, and communication strategies that need to be utilized.
Paid search is one of the most effective ways to grow your income for an ecommerce store. PPC, or pay-per click, is an advertising model in which advertisers ads are displayed to users of search engines such as Google. The searcher enters their search terms – also known as a “query” – into the search engine, before being presented with results relevant to their search. Text-based ads are often displayed to users of search engines, and whenever a user clicks on one of these ads, the advertiser is charged (hence the term “pay-per-click”). Conversion rates are a big part of why PPC is so much fun. We get to see the ups, the downs, and the steady rolling of our pay per click marketing efforts. We must try to figure out what the average rate for PPC is in the industry and set that as a goal worth reaching for.
Benefits of a PPC Campaign are-
- It’s good for searchers – Research indicates that searchers click on paid search ads more often than any other form of digital advertising.
- It’s good for advertisers – Advertisers are offered a unique means of putting their message in front of an audience who is actively and specifically seeking out their product. Because searchers reveal their intent through their search query, advertisers are able to measure the quality of traffic that results from search engine clicks.
- It’s good for search engines – PPC enables search engines to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream.
PPC can be a very cost-effective way of generating new leads, more revenue for your business. It really depends on the individual business and what they have done to maximize their conversion rates. Pay per click advertising can generate traffic right away. It’s simple: Spend enough, get top placement, and potential customers will see you first. If folks are searching for the key phrases on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated. If clicks are more on a particular link or site, your store definitely is on track with the top business.
Pay per click is now a basic Internet marketing tool. Very few businesses can afford to ignore it. But you have to avoid the more-clicks-is-better mentality. Focus on conversion and return on investment, rather than clicks and you can build a profitable campaign.