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The Pros and Cons of Pay-Per-Click Marketing

Posted By Amrita Aujla

At Shopify Builder, one of the key digital marketing services that we offer to all of our e-commerce clients is Pay-Per-Click (also referred to as PPC or Paid Search) Marketing.

Living in a digital age where for e-commerce store owners, your online presence is your sole income, general marketing techniques such as direct marketing, press releases and social media marketing may sometimes not be quite enough for your store to gain the exposure it needs to rake in all those online sales. As a result, other marketing techniques might need to be explored and we just have one answer for you: Pay-Per-Click Marketing.

There are many digital marketing techniques out there for your store to trial and error (which we highly recommend you do). From Search Engine Optimisation (SEO) to email marketing, as an e-commerce store owner, you have a variety options available to you. However, as with all other forms of marketing, using just one solution is not going to achieve the ultimate results that you want, so you need to try out a few techniques to see what combination works best for your store; which brings us to Pay-Per-Click Marketing.

Pay-Per-Click Marketing is a digital marketing technique that allows business and e-commerce store owners to place their ads on a website or search engine in exchange for a certain fee each time a user clicks on an add " these are the ads that you would normally find at the top of a Google search with the little yellow icon next to them. Pay-Per-Click Marketing is considered as the first step to be taken in testing out the profitability and ROI of using certain keywords before being used in Search Engine Optimisation.

I know what you're thinking: 'Wow this sounds amazing I'm going to get in on the Pay-Per-Click Marketing game right now!' However, before you take the plunge into Pay-Per-Click Marketing it's a good idea for you to get a true understanding of every aspect of Pay-Per-Click Marketing or more importantly, its pros and cons.

Pros of Pay-Per-Click Marketing

  • Can Generate Traffic Quickly - As soon as your Pay-Per-Click ad goes live you can expect to see immediate traffic. Not only will you just be seeing more traffic driven to your store, this traffic will be targeted and highly motivated as people will have been searching for exactly what you sell Unsurprisingly, this means that there is a higher chance of conversions.
  • Targeted Website Traffic " Pay-Per-Click campaigns allow you to target specific searches. With Ad Retargeting, your ad is shown to people who have recently visited your store in order to encourage them to come back.
  • Niche Market Strategy " With Pay-Per-Click ad campaigns, you have the ability to target your ad to specific niche markets, days of the week, times of the day and target specific cities or specific countries to gain traffic from your ideal target audience.
  • Seasonal Marketing Strategies " Probably one of the best advantages of Pay-Per-Click Marketing is that you can choose when to run your campaigns by the season. During slower seasons when you may not be receiving much traffic, you can turn your ad campaign off or 'pause' it. You can also increase your pay per click advertising during a busy holiday season.
  • Double Branding Exposure " Larger brands who have achieved a spot on the first page of Google organically will also create Pay-Per-Click ad campaigns to appear twice on a search for ultimate exposure.
  • Measurable ROI " It is very easy to measure results with Pay-Per-Click Marketing. There are many metrics out there waiting to be seen such as those on Pay-Per-Click analytics that you can use to measure the effectiveness of your campaign in terms of return on investment. You will also be able to find out the number of viewers who saw the ad, number of clicks and if viewers reacted to the ad as you expect them to.
  • Full Control " You have full control of all aspects of your Pay-Per-Click management campaign such as how much you bid, how long the campaigns run for, what keywords to target and the overall cost of the campaign.
  • Perfect for e-commerce - One form of Pay-Per-Click that is perfect for e-commerce store owners is Google Shopping. With Pay-Per-Click Marketing, you can integrate your products into Google Shopping so when someone is searching for something such as "women's pink jeans", if you sell this then your product will likely show up as long as you are bidding for that keyword.

Cons of Pay-Per-Click Marketing

  • Search Engine Optimisation vs. Pay Per Click Marketing " Organic searches will always gain top spot in search listings and will bask in the beautiful advantage of longevity. We always recommend Search Engine Optimisation as a primary marketing strategy and Pay-Per-Click as a more short-term solution as it will work better at improving your Search Engine Optimisation.
  • Temporary Listing Results " One big disadvantage with Pay-Per-Click Marketing is that as soon as your budget runs out, your listings will disappear.
  • Increasing Pay-Per-Click Marketing Costs " Pay-Per-Click Marketing can sometimes be costly. When bidding for keywords, even though you are only placing bid for sometimes less than £1, eventually these 80ps or so can start to mount up especially if you get caught up in a bidding war with a competitor.
  • Fewer Clicks than Organic " Around 85% of online searchers are known to click organic listings first and only 10-15% will click on a Pay-Per-Click sponsored ad.

All in all, doing Pay-Per-Click Marketing for your business has its pros and cons although we've found that the pros heavily outweigh the cons. From living and breathing the industry, we have found that offering advice on both the good and bad points of PPC is vital before taking a PPC client on board

If you are interested in learning more about Pay-Per-Click Marketing and all its wonders, or if you would like a quote, check out our Marketing page.

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