Michael McGinley

Pay-Per-Click Doesn’t Have to be a Gamble

You have worked hard to get your eCommerce site up and running, complete with pretty pictures of merchandise. You have focused on ensuring you have plenty of product and category descriptions and even took the time to create some coupon codes, or special promotions to entice people to take the plunge and make that first purchase.

So, why are there no sales?  You have not built your viewing audience yet.  While you are working very hard to promote your brand-spanking’ new store through all of your personal social media channels and friends, no one is buying yet.  Your suppliers have assured you that the products you are carrying are top sellers, but still no sales.

What’s wrong?  The people in your social media network, as well as your personal friends may not want the products that you are offering, You are a little skeptical of the suppliers telling you  how “hot” the products are that they pushed on you to sell. Some or all of the above may be true.  The point is, you have very little qualified traffic to your online store right now; and now, you are at your wits end wondering if you made a mistake in building an online store.

Don’t worry, help is on the way.  There are Professional eCommerce services companies that can help you create a Pay-for-Click (PPC) online plan that is specifically designed for new online store owners to help you find success in the Google Ad Words advertising world.

What exactly should you ask a Pay-Per-Click eCommerce company to do for you?

1)      To optimize high-spending, non-performing keywords and ads.  Think about it, you don’t want to spend a ton of money on keywords and ads that are not going to resonate with shoppers.  Having a professional handle your account means that they will monitor keywords and ads regularly and optimize in your best interest by adjusting bids, adding negative keywords to filter out unqualified traffic, or all together pausing keyword variations and ads that simply aren’t working.

2)      To make landing page recommendations. If your PPC professional notices a lot of qualified traffic going to a certain landing page that isn’t converting, they can make suggestions on how your pages can better close the sale.

3)      To build campaigns and ad groups quicker.  Anyone who has ever been inside the Ad Words interface knows it can be time consuming to build a campaign from scratch.  That’s why PPC managers use offline-editing software for quicker campaign and ad group builds.

4)      To monitor your competition.  If a campaign centered around a certain brand has been converting well for a period of time, then sales drop off, it’s safe to say one of your competitors may be offering a new promotion or shipping deal.  Your PPC manager should do the research and let you know who is beating you on price, promotion or shipping.

5)      To stay up on the latest Google and Yahoo/Bing trends.  The search engines roll out so many new features monthly that it’s tough to manage your business and know what’s on the horizon for Google.  PPC managers stay up-to-date on these things by listening to webinars and reading industry blogs.  In turn, they can incorporate new features they think will work into your account.

If you are still wary of having a company handle your PPC, try one out on a small scale with a short contract.

A Consulting PPC package, which is basically “mini” PPC management, is perfect for beginning store owners looking to start marketing on a small scale, focus efforts on categories and brands with decent profit margins and get professional setup and consultation services for a certain amount of hours per month for a minimal fee.  Those 3 hours can be used in a bevy of ways: phone training, ad writing, campaign setups, professional advice, bid adjustments, ad extension implementation, etc.  The possibilities are endless. (Similar, small-scale service for advertisers feeding their products into the Comparison Shopping Engines (CSE): Google, Bing, Nextag, Price Grabber, etc. are also out there).

As you may or may not know, in PPC you bid on dozens or hundreds of various keyword terms that relate to products, categories and brands you sell.  There’s no hiding the fact that competition is steep for some keyword terms and may not make sense to bid on for your business, especially if you have a low budget.  That’s why you need a company to take an individualized approach to your store and look at which products, categories and brands make sense to promote through PPC in the beginning.

What happens if you begin seeing success?  You can expand upon initiatives, as well as the account as a whole, by branching out to new, more advanced PPC efforts.  As you see strong data coming through your account, conversions building up and revenue accruing, it might come time to become a fully managed PPC client.  A responsible PPC manager should advise you to cross that bridge if they feel it is necessary.

All that aside, a PPC manager should be there to help the small business owner succeed.  So, if you are having a tough time getting ready-to-buy traffic to your site and you have an inkling PPC or CSE  might be right for you, let us know.

3 Responses to “Pay-Per-Click Doesn’t Have to be a Gamble”

  1. mark harrington says:

    Mike very interesting read, Jason Alfano sent me this link.just starting out, have an seo contract already with solid cactus ,I would like to get something going with ppc.

  2. Michael Mosk says:

    Nice tips for the eCommerce web store owners. Social media really plays a vital role for any business online presence but it’s not always successful. The plan you have suggested on PPC based on targeted, filtered keywords are really great.

    Nice information, thanks

  3. Thank you, both, for the comments! Much appreciated.

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