Pay Per Click Advertising for Retailers
Why it makes $en¢e
Your advertising budget is stretched to the max or non-existent. Will a Pay Per Click (PPC) ad campaign work for you? Recently we have been getting a lot of questions from clients asking if it would work for them. Let’s see.
If you have a brick and mortar store the answer is an absolute YES. It is a great way to reach a specific target market in your geographic area. You can specify that the ad only appear to people within a defined radius of your store, say 10 miles or 20 miles. This way only people within a normal driving distance will see your ad and you will only incur a fee when they click on it. With a localized target you will see a much higher return on your advertising dollars than a national based ad campaign.
“For any ad campaign we always recommend starting out small and target the most unique and profitable items in your site so when someone clicks on your ad the probability and profitability of the sale will be high.”
If you have a website to go along with your store, we suggest you have a return policy which allows web orders to be returned to your local store in person. This will help drive store and internet sales, as people are more comfortable ordering from stores they can make a physical connection with and have the convenience of local returns.
If you are a pure internet based store the answer is still YES for a PPC ad campaign, but with the understanding that you will have to work a little harder to fine tune your ads. You can gain the greatest value from an ad by targeting what is unique about your business and products so the people who click your ad will have the highest probability of making a purchase. The more generic the ad the more likely you will get traffic but the percentage of sales conversions will be much lower.
For any ad campaign we always recommend starting out small and target the most unique and profitable items in your site so when someone clicks on your ad the probability and profitability of the sale will be high. This may require some trial and error as you analyze the effectiveness of your ad, so be prepared to spend some time and money to fine tune your ads.
If you are not sure how to get started and need some guidance, we suggest discussing this with a professional. Spending a little money up front to help you get started is much better than spending money without a strategy, as your return may be very small or none at all.
At Gozooko, the customer always comes first. Our lines of products are customer driven, and our goal is to meet your needs and to help your business grow. As always we welcome your comments and suggestions. We look forward to hearing from you. GozookoGuys@gozooko.com