Your time is in short supply and as you’re already reading this page I can only assume that you are aware of just how successful Adwords can be for your online retail shop. The problem, as always, how do you make the most of this opportunity?
Running Adwords campaigns for UK retailers is a complex scenario. Not only do you have to run a vast range of product-specific campaigns for those Google searchers who KNOW what they’re looking for (the price conscious consumers) you also have to maintain Ads to incentivise the Window Shoppers (browsers) who are still in the ‘research’ mode.
Getting your messaging right is the difference between converting shoppers to customers… and if the messaging is incorrect? You’re potentially syphoning away your business’ hard-earned online budget.
Not only does the tone of your message have to match the criteria set by the keywords used by the Google user you have to ensure;
- Careful Bid Management (not overspending just to ‘buy’ position #1)
- Keyword Research and Analysis to focus on the wide range of potential keyphrases used by your prospects
- Product targeted Ad Groups
- Differentiating those in “buying” and “research” process
- Ad-matching to ensure that users are presented with the most suitable and descriptive ad to deliver the greatest CTR (Click Thru Rates)
- Ad-grouping to build tailored campaigns for individual products or product categories
- developing Ad Campaigns that build higher Quality Scores than your competitors to ensure lowered ad-spend and increased ad presence
- Site-Link Extension best practice
- your Ad Campaigns are optimised to deliver the results your business requires
On paper, for practically any business, Google Adwords offers the most cost-effective, almost instantaneous, route to market (a market which is handpicked by you). Where retailers stuggle is allocating the necessary time to truly understand their online audience, their search and buying habits…. and as we all know, time is money.
I’ve worked with UK retailers developing highly successful Google Adwords campaigns since the first day of Adwords launch! I work with my clients to truly understand their own online objectives (believe me, every business runs in a different way, with different requirements) and create and manage a highly optimised Adwords Campaign to meet those needs.
If you know Adwords is a sensible route for your retail business then please get in touch. I’m happy to have an informal chat to properly understand your requirements whether you’re dipping your toe into Paid Search Advertising for the first time, or looking to expand your current campaigns.
