Paid Search Strategies That Really Work for Retailers

February 23, 2012 by  Filed under: PPC 

The battle for hooking potential customers has invaded the virtual world. Even if a company is based in Canada, it can reach customers outside of its borders. Retailers and companies want to take advantage of the cost-efficient devices that the Internet provides. Its efficiency is derived from its ability to reach a wide audience with little cost to the company. It can also be targeted at a specific segment of the market. One effective way of using this benefit is through paid search. Companies engaging in paid searches pay an advertising fee to a host for their websites to figure in the top list of search engines.

Search engines also employ data crawlers and algorithms which make certain websites appear at the top of the list. Companies also create articles and blogs that catch on to such crawlers so that their sites are featured in search engines. Once potential customers visit a company’s site, it is important that they stay on the site, long enough for them to make a purchasing decision. For this reason, the website itself must be customer-friendly in that it should be easy to navigate and not cluttered.

It must also be informative in a way that it calls the viewer to take action. Such action could be purchasing a product or availing of the service. If not, viewers may also refer the page or site to a friend which is similar to word-of-mouth advertising. A company offering paid search service would likely offer consultancy on how to make websites more engaging. For sites to be engaging, materials, such as graphics, slogans, pictures and layout must connect with its target market. For companies that specialize in a specific product, the site must present a coherent and concise appearance.

Also, if the company relies on pay per clicks, the marketing department has to determine if the strategy translates to increased sales. If not, the campaign may not be effective. The strategy may work but the content of what is being clicked upon may not. A comprehensive strategy must be in line with a company’s marketing goals. Companies providing the search service may also give companies reports regarding their ad campaign. This is where marketing strategists must study the implications of the numbers generated by the search. From these reports, they can have an idea as to which ads generate more clicks and sales and which keywords work best.

It’s important not to forget to implement best practices in paid search while simultaneously implementing new technologies like social for the Canadian market; learn how to maintain a balance in your efforts on our web site.

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