123ArticleOnline Logo
Welcome to 123ArticleOnline.com!
ALL >> Internet-Marketing >> View Article

Using Ppc To Drive Profitable Retail Sales

Profile Picture
By Author: Neil Tug
Total Articles: 56
Comment this article
Facebook ShareTwitter ShareGoogle+ ShareTwitter Share

Get the keywords right, get the Ads right, get the Landing Page right, analyse and optimise for Profit, let PPC influence the Product Range and let PPC work with other Marketing Communications

Get the Keywords right
- Start with an exhaustive list of keywords. Be ready to prune quickly
- Concentrate on precise, relevant keywords.
- If you sell Retro/Novelty t-shirts you should bid on 'paris hilton t-shirt' and avoid 'paris hilton clothes'
- Organise your campaign into highly relevant ad groups that include only the keywords that convert into sales within your CPA target. Eg. 'paris hilton keywords', 'star wars keywords', 'dirty dancing keywords' etc.

Get the Ads right
- Test 3-4 ads for each of your ad groups.
- Write relevant, benefit focused ad copy. Look for the ones that get the highest click through rates and conversion rates.
- For Retail, our experience shows that the following is the best ad format:
- Title: Paris Hilton T-shirts - consumer benefit: 'They have exactly the item I am looking for'
- Description 1: All your favourite Retro & ...
... Novelty Tees - consumer benefit: 'They also have other items I might like'
- Description 2: Order today, Get it tomorrow! - consumer benefit: 'I can get my items quickly and easily'
- Display URL: www.BrandURL.com/BuyNow - branding and call to action

Get the Landing Page right
- Land consumers onto the most relevant page on your site.
- Ideally you would have a page that only includes your breadth of Paris Hilton t-shirts.
- Links to the rest of the range should be obvious and easy to navigate.
- Other consumer benefits such as free postage & packaging, and sales should be obvious. Cross-sell similar items.
- Ensure that the sales process is quick and easy

Analyse and Optimise for Profit
- Track and record the value of each sale at the keyword level
- When optimising, include your margins and the cost of media in your reports, to determine which are your profitable keywords
- Depending if you are looking for volume or only profitable individual sales, prune your keyword list accordingly.

Let PPC influence the Product Range
- Some items are not easy to describe and are not searched for. Concentrate on the keywords for items in your range that are searched for regularly, and then cross-sell your other items on the landing page.
- If you see a high number of ad impressions and clicks for an ad group, with a low number of sales it could be that a product range is popular but you don't have the breadth of choice being searched for. Let the Pay Per Click advertising data influence your range.
- Ranges that are popular should be broadened and stocked regularly to support the PPC campaign.

PPC working with your other Marketing Communications
- If you have a recognized brand, include this prominently in your Pay Per Click ad copy. 'Official Site' is a strong consumer benefit.
- Support good PR with 'As seen IN' and 'As seen ON' ad copy. This traditionally drives higher sales for several days after the release.
- Brand awareness banner campaigns can greatly increase your Pay Per Click brand sales, which are traditionally the cheapest.
- Support your PPC campaign with a robust SEO strategy for your broader keywords that drive traffic but have a higher conversion cost through Pay Per Click advertising.
- Ultimately PPC should be driving your regular sales, filling in the troughs, made by the peaks from your other bursts of online and offline communications.

Tug is an internet marketing agency providing search engine optimisation, Pay Per Click Advertising Services and other creative online marketing services.

Total Views: 268Word Count: 587See All articles From Author

Add Comment

Internet Marketing Articles

1. How A Dental Internet Marketing Company Can Make A Difference
Author: Dental Internet Marketing Company

2. Ppc Management Companies In Qatar
Author: digitallinks

3. Optimize Your Google Profile For Seo: A Practical Guide For Small Businesses
Author: Bryan Kelly

4. On-page Seo Analysis: A Comprehensive Guide With Elite Site Optimizer
Author: Elite Site Optimizer

5. Elevate Your Dental Practice With A Leading Dental Digital Marketing Company
Author: dental digital marketing services

6. Seo Strategy For Ecommerce Websites
Author: Digiimarketer

7. The Power Of Facebook Marketing And Website Design In New Zealand
Author: Top Rank Digital

8. Digital Marketing Benefits
Author: VJK

9. Google Ads Agency In Chennai
Author: Sanctez

10. How Instagram, Facebook, And Twitter Widgets Can Boost Your Social Media Engagement
Author: richard

11. Why Outsourcing Seo To India Is A Smart Choice For Businesses Worldwide
Author: Anoop Krishnan

12. Tubed Vs Tubeless Motorcycle Tyres – Which One Is Better And Why?
Author: joegoldberg

13. How To Use Dtf Transfer Gang Sheets For High-quality, Cost-effective Prints
Author: dtfvancouver

14. E-commerce Websites Vs. Other Types Of Websites: An In-depth Comparison
Author: Advert India

15. How Email Marketing Agencies Can Improve Your Campaign Roi
Author: Mds media

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: