PPC etc

[beasty]

I need to send golfers to a new golf store

It is a nice looking site with some very cool stuff

All i want now is traffic

So what do you suggest?

I mean paid adverts .. wherever... ppc i think would work well

 

[SolutionLab]

Hello again Beasty,



Well, first of all, take any advice from me with a pinch of salt because I'm not a professional in the field and most of my knowledge is received wisdom.


Now, I'd recommend going through this tutorial, which is actually quite insightful (if you don't want to purchase the whole thing, PM me and we'll solve that) and serves to at least do away with repeating the basics. One issue, however, is essential and that is the preference of traffic over conversion. Needless to say, a marketing strategy can be more focused on initially raising brand awareness to then maximize the degree of competitiveness in the PPC ads and, maybe, be able to put in lower bids when it comes to that (this paper being somewhat insightful in that issue as well as search ads vs display ads, with an article on it here), but raising awareness should not be a goal in itself because however validating it may be to have a flood of visitors to your website, at the end of the month it's your money and you should expect a good return for it.


Moreover, what I will say is that the best campaigns out there are also very targeted campaigns where the company can differentiate itself significantly and put forward unique selling points, and to get advice on that you'll need to go into more detail about your golf store and why it's better or uniquely suited to a target market.


Lastly, we both know who the more knowledge people on PPC here are, namely @zigojacko and @webgeek and you would probably be best served by one of them, since they're in this community to begin with.

 

[Freshwebservices]

As @SolutionLab hinted, you're better off thinking conversions rather than traffic. Traffic alone will just drain the reserves. You also need to think about your SEO campaign - here you need to concentrate on the quality of your content, how well it answers your customer's requirements, how shareable it is, etc.
So, consider running your PPC & SEO campaigns in tandem. PPC will get you some brand recognition and sales while your SEO efforts begin to raise your rankings in your sector.

 

[RepricerExpress]

Amen to both SolutionLab and FreshWebService—very good advice. I would just throw into the mix to test, test, test—and don't be afraid to throw newer platforms into the mix like Amazon Products Ads to see if they work for you. Often the simple stuff is what we overlook in our quest for more traffic and conversions. Jump into your golfer customers' shoes and continually imagine them searching and clicking on your content and products—what message do you have that will convince them to visit your site?

 

[Andrew Baker]

I recommend focusing your initial efforts on Product Listing Ads backed up with Dynamic Remarketing Ads.

To do so, you need to:-

1. Open a Google Merchant Center account
2. Create a product feed from your eComm platform, optimise and schedule to upload every night to GMC
3. Open an AdWords account, link to GMC and create one (or segment depending on the visibility and control you require) a number of PLA campaigns targeted at the product level (Product ID attribute)
4. Activate and optimise the campaigns by adding negative KWs and bid management as oaften as you can
5. Manage your PLA product ad groups based on a target CPA to ensure a profit on your product margins

Hope that helps...

 

[Uzair Kharawala]

You can buy some really cheap traffic on YouTube with video ads and also consider image ads where you can showcase your product image/s. However, this is on CPM basis and not CPC. Your ads go on other blogs / websites on the Display Network and not on Search.

If you want lots of cheap traffic, have a look at Sitescout. Works on Real Time Bidding (RTB) and they have a massive inventory including all major sites like Huff Post, CNN, Daily Mail, Gumtree to name a few. I've run many a campaigns here from $0.20 per 1000 impressions (cost 0.20cents for every 1000 times my ads are shown). Minimum spend is $500 though.

 

[clickthroughkings]

Product Listing Ads are beginning to get expensive as more and more businesses are getting on board. It is a great way to check your prices against competition.

In addition to what Andrew Baker stated, make sure your product titles and descriptions are very wel thought out as Google will use these to "rank" your Product Listing Ads.