Pay-per-click advertising is digital marketing that can benefit any business with an online presence. It is especially important for eCommerce companies to invest in PPC for their websites. eCommerce-only businesses are completely dependent on online orders to thrive, thus increasing visibility through a PPC company and focusing on driving traffic that is likely to convert is imperative. Discover the main reasons eCommerce sites need PPC.
Diversification of website traffic
When running an eCommerce business, it’s important to invest in multiple ways to drive potential customers to your website. The more qualified users you have on your site, the more likely you are to increase conversions.
Think of your website ideas like a stock portfolio—you want to make it as diverse as possible. eCommerce website owners require users to visit their sites from as many different sources as possible. If all your traffic stems from one source, you’re losing capacity in other ways and setting yourself up for problems down the road. For example, if all the traffic to the site comes from PPC, it is not healthy, as the site pays for each visitor. It also helps businesses navigate the ups and downs of digital marketing. The SEM landscape is always changing and having a diverse customer acquisition strategy will reduce the periodic performance variability from different channels.
A good starting point for traffic diversification are the following digital marketing methods:
- Pay-per-click Advertising
- Search Engine Optimization
- Social Media Advertising
- Email Marketing
Failing to invest in PPC will not allow your website to reach its full potential. PPC is unique in its ability to capture current consumer demand. If you’re selling something that people need, bring it up when they’re looking for it.
This is the best option for starting digital marketers
PPC is the first thing that eCommerce companies should do when searching for a paid option to bring users to their website. Every advertiser has a different goal in mind—the main two are growth or profitability. PPC management company allows companies to set profit on ad spend targets, so they are in control.
PPC also has phenomenally trackable results (if you do it right). There is an expense level for almost every in-demand product that will break even, at least for eCommerce websites, if not making a profit. We recommend using Google Analytics with “ultimate non-direct” attribution as your source of truth for your PPC performance.
Pro Tip: A rule of thumb for eCommerce companies that don’t know where to start with PPC is to set an initial budget of around 10 percent of their total site revenue. For example, if a website is generating $10,000 per month without PPC, a reasonable starting budget is $1,000 per month. That way, if its returns are profitable, businesses can easily invest more.
Results can come quickly (good or bad)
Of all the digital marketing methods a website can invest in, PPC often has the shortest turnaround time to show results. Of course, there are many factors, such as long-term purchases or new-to-market products. Regardless, for most eCommerce businesses, a 50 percent conversion is likely on the day of the click. With a strong campaign structure and strategy, advertisers should have a good understanding of the viability of PPC for their website within a few weeks or possibly even days.
Ranolia Ventures is an eCommerce PPC Management Company that can help your business reach its full potential. We take a conversion-driven approach through a very nuanced strategy. Our team works to ensure that your company enjoys long-term growth and scalability. Contact us today for a free consultation on any of our services, including our eCommerce PPC management.