The thing about pay-per-click marketing is that it can help you start driving traffic overnight.
The other thing about pay-per-click marketing is that when done wrong it will cost you boatloads of money.
On that note, here are some common problems with PPC marketing that an eCommerce PPC management company can help you avoid (or fix).
Low Impressions
Definitely one of the bigger issues with PPC marketing is when your customers just don’t see you at all.
Granted, there are many reasons why you might be getting a low impression share. It could be that your ad campaigns are targeting keywords that have no volume.
But if that is not the case, then the issue is probably that your bid strategy is not aggressive enough.
Clicks but No Conversions
This is one of the worst conditions that can befall a PPC marketing campaign, and if it happens, it’s costing your campaign money and tanking your ROAS.
One of the main causes here is that you might have misleading ads. Whatever your ads are saying, make sure that your landing pages deliver on the expectation.
Flashy, catchy ad copy is good (you need clicks in the first place) but you definitely don’t want clicks that don’t convert because remember what this type of marketing is called.
Low ROAS
If the campaign is burning money and not generating a return, then ROAS is going to struggle.
There could be more than one cause for this, but some of the main reasons are a bid strategy that is not aggressive enough, lackluster ad copy, poor audience or keyword targeting, or landing pages that are poorly optimized.
An ROAS greater than 2 is decent, anything above 3 or 4 is even better. Below 2 and there is cause for concern especially if the return isn’t covering the eCommerce PPC management fee.
Viewers Are Ignoring Your Ads
Shoppers are likely ignoring your online advertising for one of three reasons:
One is that customer targeting is bad, two is that keyword targeting is bad, and the last one is that the PPC ad copy is flat.
An eCommerce PPC management company can potentially help you turn any of these issues around.
Other Issues with PPC Strategies
Now let’s make clear there are some other issues with PPC that a PPC agency won’t necessarily be able to fix. Here are some of them.
PPC Advertising Isn’t Permanent
You can generate traffic to your eCommerce business overnight with PPC, but the results are not yours to keep. Once you end the campaign, traffic to your online store will fall off as abruptly as it began.
If you’re looking for sustainable long-term growth, then search engine optimization (SEO), content marketing or an organic social media marketing campaign is likely a better bet.
90% or So of People Ignore Ads
Unfortunately, and even with the best and most effective PPC strategists in the business on the case, about 90% of people scroll right on past the ads in the paid search results.
What they’re looking for is the organic search engine results because they see the ads as inherently disingenuous. They may have a point; the ads are definitely trying to sell something.
Either way, this is just something you need to be aware of.
Getting Started with eCommerce PPC Management
While PPC isn’t a panacea for eCommerce marketing woes, as a prong of marketing, it can help make your business more profitable (assuming you aren’t marketing in a restricted industry).
With that said, an eCommerce PPC management company can help you get around some of the issues mentioned here. Reach out to one that serves your industry today and get the ball rolling.
