E-commerce websites have a little je ne sais quoi that marketing experts enjoy: they tend to always tell the truth.
While for certain types of websites it may sometimes be difficult to find strategies that generate quality traffic, e-commerce websites are a goldmine of information in this field.This information validates, among other things, the genius Google demonstrated in launching an advertizing system founded on the purchase of keywords, as well as the significance of this customer-acquisition strategy in terms of optimizing the performance of an e-commerce website. Indeed, when we take a look at online sales statistics, we observe that 20, 30 and even 50% of transactions are generated through the purchase of keywords. A recent survey conducted by MarketingSherpa actually showed that 77% of marketing experts interviewed considered the purchase of keywords to be a strategy that offers a potentially significant return on investment (ROI). This is just an example of the types of data that demonstrate the inescapable nature of this trend.
Why is it so effective? Put quite simply, it’s because almost any keyword purchase campaign can be analyzed and optimized. The most-effective keywords can be recognized by geographical zone, language, platform (mobile or PC), etc. Thanks to search funnels, it is also possible to determine which words generate conversions, which ones generate a click but no conversion and which ones result solely in an advertising impression. The comprehensiveness of this data represents an incredibly powerful market study and opens the door to increasingly effective campaigns.
One can increase the budget in cities with higher conversion rates, remove keywords that are underperforming, or automatically close a campaign when a product is no longer in stock; these are just are few of the possibilities that make other marketing avenues less appealing. Would you rather go hunting for customers, or make sure they find you? Before spending money on reinforcing the presence of your brand on- and off-line, why not ensure that an individual looking for your product or service finds you? Here are a few reasons why we suggest you determine an SEO (organic SEO and purchase of keywords) budget before deciding what to invest in other channels. It boils down to not paying to motivate the interest of potential customers in your products or services if you’re not leveraging on those who are already interested in what you have offer.
Although the purchase of keywords is generally an activity that offers a high ROI, there are certain industries in which factors such as competition and low conversion rates, for example, can make it difficult to achieve a good ROI. Before throwing in the towel, it could be useful to determine what’s behind the poor results. In many situations, a low-quality landing page, the creation of poorly-organized advertising groups, or the selection of ineffective keywords can explain poor performance.
However, even though this strategy often performs well in the field of e-commerce, it can also be completely ineffective. You can count on one thing however: you will at least have access to the figures that will help you understand the results, which is not the case for all channels!