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[webmasterworld.com] by aakk9999 - 10:59 am on Apr 24, 2014 (gmt 0)
First, as an fyi, I've been involved in both ecommerce and informational sites.
losing their jobs because the work we once had is being diverted by Google to the big corporations. That's the hardship many have when so much of the search market is controlled by one company.
The place to start, isn't with Google. It's with your business. Did you have customers before Google? How did you get them? Do they make repeat purchases? Did they buy from big corporations before? Why should they choose you over a big corporation? Do you advertise on TV or in magazines or newspapers? If not, do you blame the media for killing your business because the cost is too high to advertise, or you don't get mentioned on the news?
As far as there being a difference between ecommerce sites and content sites, yes, there is some. But if it's a decent content site it still needs staffing to write and update content constantly as well as get those changes on the site regularly and to market the site.
Both types of businesses live and die, by providing what the customer /visitor wants and getting those customers to return and to recommend the site to their friends.
One other thing about an ecommerce site. PPC is in many respects just like other forms of direct marketing. The cost per click matters, but so too do the conversion rate, average order size and - very important - the lifetime value of the customer. You need to be looking at all of those things as well as other ways to advertise and market, and ways to get repeat sales or additional sales from your customer base.