Ecommerce and paid listings

PPC, or pay per click is often thought to be the solution if natural (or organic) results are not positive - i.e. 'if you can't get there organically, get there by paying'. The higher the bid per phrase, the higher the position in the sponsored search results. Actually - most successful eCommerce stores have their position in the organic listings and in the paid listings. Studies have been done that show the best mix for good search engine marketing is a combination of paid and organic search results.
With a PPC campaign, the cost can get significant, and may easily amount per month to a typical rental for a brick and mortar store in an expensive shopping center. The search engines are now the owners of the shopping center - we have to pay them rental to be there. The funds can easily get wasted through a loose campaign (broad bidding on phrases, no negative keywords, etc.), but the factors to manage are far from just the cost per click.
A good PPC campaign can easily overcome the disadvantage of negative organic exposure - but most PPC managers fail to address the above factors and the funds leak away needlessly. For example, the negative word/phrase listing should be around 10 times as long as the positive phrases bid for. This enhances the click through rate and lowers the cost per click charged by the search engine. In the vast majoriity of cases, having SearchFit manage your PPC campaign will save you money even after paying our bill and improve your traffic.

Search Engine Secrets by SearchFit.us