Anyone can create an account and start advertising on Google with PPC in a matter of hours, if not less – and you can make money doing it.
In fact, you can make quite a bit doing it, and it can be a highly lucrative digital marketing channel.
Moreover, it’s free from some of the hindrances that afflict other marketing channels, like SEO, which takes months and months to generate results.
But, as easily as you can make money with PPC, it’s just that easy to lose money due to clicks that don’t convert paired with a poorly optimized bid strategy.
That’s the main reason that some online businesses work with eCommerce PPC management; to improve performance.
Here are three circumstances under which the management fee is likely worth the benefits the partnership will generate.
When It’s Sapping a Lot of Your Time
In the first place, if your eCommerce PPC campaign is performing well, you might want to just keep running it yourself, or assign someone from your team to do as much.
Unless it’s taking a whole lot of your time. As they say, time is money, and most business owners or their subordinates could spend their time more favorably and profitably than running a PPC campaign, even if it does generate results.
This is one of the main reasons that some online merchants hire eCommerce PPC services to run their campaigns; they are efficient and can often do in a small fraction of the time what it would take others to do.
You Don’t Know and Can’t Figure Out Which Keywords to Disqualify
Keyword targeting is one of the most important aspects of eCommerce PPC management. Without a solid keyword strategy, your campaign will bleed money.
Keyword targeting is how you attract the right customers that are attracted to your business and qualified to make a purchase. Find the right keywords and you’ll get conversions, don’t and you’ll get a whole lot of impressions that go nowhere. Worse, you might get a lot of clicks that never convert.
Then you’ll be paying for a campaign that doesn’t generate revenue. Moreover, if you don’t have negative keywords set, you could be attracting others that are like “shadow customers.” That is, certain keywords attract them, but they’re not actually qualified or appropriate for your campaign.
This is just one more item with which a PPC services provider can help turn performance around.
When You’ve Tried It All, but ROAS Is Still Low
Lastly, if your performance has just gone off the rails, and you’re not sure what the reason is, that might be a call to tap out and hire a professional.
ROAS is ultimately the bottom line, and if you’ve adjusted customer targeting and segmentation, setting different campaign qualifiers, adjusting your bid strategy, and identifying good target keywords while eschewing appropriate negative keywords – but still can’t produce a better margin or enough revenue, then you might be up against a wall.
You could be looking at the wrong things, your bid strategy might not be aggressive enough, you might be spending too much on one keyword that gets a lot of impressions and clicks but no sales – or it could be something else.
Either way, it’s an eCommerce PPC services provider’s actual job to find this out and get your paid search ad campaigns on the right track. If you set a goal to get ROAS up, they can likely help.
Hire a Provider for eCommerce PPC Services
There’s no shame in working with a PPC expert to improve the performance of your online store’s PPC marketing conversion rates. Get in touch with an eCommerce PPC services provider if you’re affected by any of the conditions laid out herein and start making changes for the better.
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