How do your jewelry customers begin any major purchase? As much as you'd like it to start with a visit to your store, the web is the most popular starting-point for consumer shopping today. It's important to ensure that current and prospective customers can find your jewelry store on search engines, like Google and Bing, and social media networks like Facebook.
Most likely, your company is getting lost in the sea of search results. Are you willing to pay to improve your search engine results placement and increase the amount of traffic to your website quickly?
According to WR Cobb Online, a jewelry industry leader in web development and marketing, this is where Pay-Per-Click (PPC) advertising can help. Combining this powerful tool with social networking creates the ideal platform for optimizing your presence in the world (wide web, that is). WR Cobb Online answers the top questions most independent jewelry brands have about PPC and explains why you should highly consider incorporating Pay-Per-Click ads into your marketing strategy -- to ensure jewelry customers find you, learn about your business and shop at your store.
Is PPC right for my jewelry business?
PPC is effective, no matter the type of business. The key is to develop ads that will appear to consumers when they are searching for your business, jewelry products or other keywords that are relevant to your business.
Websites organically appear in search results, so why should I pay for this?
Your current customers search for your business by name and that’s great. However, those who don’t know you, prospective customers, generally search by topic or location; in these circumstances, your website may not appear. By using Pay-Per-Click advertising strategically you have more control on how your business appears upon a relevant search query. Not only are you increasing your visibility to consumers looking for jewelry products, but it also increases the likelihood of them visiting your website and store location(s).
What are the main steps for setting up a Pay-Per-Click campaign?
- Through the use of a variety of search engine programs, you start out by choosing a daily budget that you’re comfortable with, that can be changed at any time through your PPC campaign.
- Next, you identify and bid on keywords that are relevant to your business goals and your target market. Things to consider when determining keywords are: Do you want to reach a specific audience? Do you want to focus on selling just one or two products? Do you want to target a specific or multiple locations?
- Using the keywords and phrases identified, you create the ads that will appear online. These can be text ads or image-based banner ads. The key is to invest in keywords that are relevant to your product or service and how consumers search for these, and then target your ads to reach these consumers.