An interesting WebmasterWorld thread where e-commerce owners are claiming that even if they pull their PPC spend, their e-commerce earnings remain the same. Let me quote you some of the posts in the thread:
That quote is from another poster on another thread but we've done about the same thing in recent months and have seen only INCREASED revenue and profits. We do get bought traffic from G (at great expense) but very, very few orders.
We start PPC, stop it, start again, time after time and I never see much difference except in the buckets of ad cash we save whenever we stop.
We have reduced our PPC by about 50%, and have seen no discernable difference, our sales are about the same or better. We cut it down back in September and checked the stats today, and could see no real difference either way that I could attribute to PPC or lack of.
Over the next couple weeks I am going to reduce it a LOT more. Giving up on the "big" keywords, and anything that we show up in search results for. Going to target a bunch of the "down in the mud" keywords - those that usually sell for about 10-20 cents - for specific brand items and part numbers.
I am never a fan of relying solely on SEO or PPC alone. One day, your site can be hit by a Google update and drop in the rankings and with no PPC, you can suffer big time. Same on the reverse side - you just don't want to have all your eggs in one basket.
Curious, have you increased or decreased your spend in the past six years? Take our poll and use the comments to explain if you saw any change in revenue due to those PPC changes.
Forum discussion at WebmasterWorld.