Using PPC to drive profitable retail gross sales

Get the proper Key phrases
- Begin with an exhaustive listing of keywords. Be ready to prune quickly
- Consider precise, related keywords.
- In case you promote Retro/Novelty t-shirts you should bid on 'paris hilton t-shirt' and keep away from 'paris hilton garments'
- Organise your marketing campaign into highly relevant advert groups that embrace solely the keywords that convert into gross sales inside your CPA target. Eg. 'paris hilton keywords', 'star wars keywords', 'dirty dancing keywords' etc.

Get the Advertisements right
- Check three-4 ads for each of your ad groups.
- Write related, benefit centered advert copy. Search for those that get the highest click through rates and conversion rates.
- For Retail, our experience reveals that the next is the perfect advert format:
* Title: Paris Hilton T-shirts - client profit: 'They have precisely the merchandise I'm looking for'
* Description 1: All of your favorite Retro & Novelty Tees - consumer benefit: 'They also produce other items I would like'
* Description 2: Order right now, Get it tomorrow! - consumer profit: 'I can get my objects shortly and easily'
* Display URL: www.BrandURL.com/BuyNow - branding and call to motion

Get the Touchdown Page proper
- Land consumers onto essentially the most related web page in your site.
- Ideally you'd have a web page that only contains your breadth of Paris Hilton t-shirts.
- Links to the remainder of the vary needs to be obvious and easy to navigate.
- Different client advantages resembling free postage & packaging, and sales needs to be obvious. Cross-sell related items.
- Ensure that the gross sales course of is quick and straightforward

Analyse and Optimise for Revenue
- Track and document the worth of every sale on the key phrase stage
- When optimising, include your margins and the cost of media in your stories, to find out which are your worthwhile key phrases
- Depending if you are looking for quantity or only profitable particular person sales, prune your key phrase list accordingly.

Let PPC influence the Product Vary
- Some items are not straightforward to describe and are usually not searched for. Consider the keywords for gadgets in your vary which might be searched for regularly, after which cross-sell your other items on the touchdown page.
- When you see a high variety of ad impressions and clicks for an ad group, with a low variety of gross sales it could possibly be that a product vary is well-liked however you do not have the breadth of selection being searched for. Let the PPC knowledge affect your range.
- Ranges which can be common needs to be broadened and stocked commonly to support the PPC campaign.

PPC working along with your other Marketing Communications
- If you have a recognized brand, include this prominently in your PPC advert copy. 'Official Web site' is a strong client benefit.
- Help good PR with 'As seen IN' and 'As seen ON' advert copy. This historically drives higher sales for a number of days after the release.
- Model awareness banner campaigns can tremendously improve your PPC model gross sales, which are historically the cheapest.
- Assist your PPC campaign with a robust SEO technique on your broader key phrases that drive visitors but have a better conversion value by way of PPC
- In the end PPC must be driving your regular gross sales, filling within the troughs, made by the peaks out of your different bursts of on-line and offline communications.

Tug offers pay per click services, expert strategic consultancy, campaign planning and management for major brands. Its search marketing team provides expertise in pay-per-click advertising, SEO, integrated search marketing and social media. Contact a PPC agency now. Tug1102011