An Introduction To PPC Marketing
PPC stands for pay-per-click marketing and is a digital marketing channel businesses use to drive fresh traffic into their website, either from Google, Bing or other search engines. Google is the biggest channel for PPC ads and what we’ll cover here.
Benefits Of PPC Advertising
PPC generates instant traffic to your website in a cost-effective way. With it, you can measure your marketing campaigns and gather data about your target audience. Also, pay-per-click campaigns help SEO and social media initiatives by acting as signals back to Google through additional traffic activity.
With PPC, you have several segmentation options to choose from. With a targeted audience, the chances of increasing your conversions are way higher because you can choose exactly what demographics and criteria you want to focus on. PPC campaigns have excellent ROI’s. Your jewelry store can use it in several different ways such as increasing your local in-store traffic or attracting holiday customers to your website, for example. You can also bid on specific jewelry-related keywords such as engagement ring, wedding band, gold hoop earrings, and more!
Paid Search Ads
With paid search ads, you build upon your SEO efforts to rank better on Google and improve your online marketing performance. In addition, you can target your audience by geo-location and specific keyword terms you select.
It’s common knowledge that 75% of customers don’t scroll past page one of the search results, whether it is a PPC advertisement or a natural organic search result. Many consumers can’t tell the difference between the two. This means that even if your website does not rank well organically, you can pay to be seen on page one. Just make sure to not overspend and watch your bid costs and lead conversion rates carefully.
A good strategy is that you can promote a seasonal offer on Father’s Day, for example. You can drive new customers through your search ads to conversion-optimized landing pages to increase your jewelry sales.
One thing is for sure: you can’t ignore display ads. Display advertising appears on third-party websites and uses video, image, or text elements to market products or services. These are different from PPC ads, which appear directly on Google search results. Display ads are run by the Google network and same control panel.
With display ads, you can set a custom audience and create banners (with great visuals and clear call-to-actions) to improve your jewelry sales even more. Any event or holiday can become a great display ad for you!
Even when you hit the mark and people click on your advertisements, only a tiny percentage of people are ready to buy at that moment. In the early stages of shopping, many people are only searching, taking a quick peek at your products, but not ready to make a buying decision just yet.
Retargeting ads are a great way to make your customers come back to your website, to remind them about the products or jewelry styles they like the most. This guarantees that your audience sees your ad multiple times until they’re ready to purchase.
With retargeting ads you can segment your audience by time and behavior, optimize your ads by running different versions, and steer traffic to different landing pages. These type of ads are ideal for displaying jewelry, always keeping your best styles front and center in the customer’s mind.
PPC, display and retargeting are the most cost-effective and ideal ways to bring quality traffic into your website and new customers into your door. Start today and give it a try. It’s amazing how quickly you can improve your jewelry store’s performance when you know how to market online effectively.