Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
PPC for Luxury Goods Website
-
Hi Mozzers,
I am starting a PPC campaign for a website that sells high-end products. The search volume for the generics is very high but I think the conversion rate on those will be quite low given the price of the products. Does anyone have any experience in doing PPC for high-end retailers and what type of keyword I should be bidding on?
Thanks!
-
Hi Karl
If it is a brand new PPC account with no or very little history I would advise you to start bidding on brand terms only to build up your quality score. Use exact and phrase match only. Once your CPC has come down a bit do your generic keywords research and try to find keywords that are a) relevant to your brand and its target audience, b) have decent search volume and c) affordable d)are present on the landing page of your PPC campaign. You might have to select / create several landing pages for your PPC tailed for individual PPC ad groups each with its set of narrowly themed keywords.
Keywords' components like "luxury", high-end", "quality", "designer" etc may be relevant, but it depends on your product category and brand. You can also right away add certain keywords to negative list e.g. second-hand, cheap, ebay, gumtree, amazon etc, basically all the keywords that are opposite of luxury and premium.
-
Ok, thanks for the advice.
-
again I would say trial and error, you might find though that words like that have a high CPC so might cost you a bit.
I would also recommend maybe extending the cookie window if they are high end products as people might not be able to impulse buy and may take several pay days to save up for the items. By doing this you may get to find out which keywords trigger the initial customer interaction.
-
Thanks Andy,
So bid on the generics and see what we get from it? Would you bother bidding on terms like "luxury..." and "designer..." as well?
-
I've found from my experience is that no two campaigns are identical. I would suggest trial and error and things that don't work - use negative keywords to stop the words that don't work appearing.
Go in with a lower CPC while your testing so your not wasting as much money and as soon as you have the stat's start to increase your CPC.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
PPC: how to get rid of an ad appearing on a keyword we don't want?
Hi, Our ad on Google Ads is appearing for a search we don't want. it isn't in our search keywords and when i try and ad it to our negative ones, we get the error " You cannot exclude keywords that are targeted " which i assume means that google thinks we are bidding on it? We have a selection of broad phrase matches so i can only think that this is where it's coming from? Do you have any tips on tracking down which keyword is generating this ad and how we can turn it off? (we don't want to pay for clicks on this search if possible!) Btw - i have turned off each keyword in turn to test it = nothing. have then paused the whole campaign = gets rid of the ad (but this is our most successful campaign so i can't just turn it off). Any advice super super welcome. thank you!
Paid Search Marketing | | Fubra1 -
Is there a way to track visitors that watched my video on YouTube and became a direct visitor to my website after the fact?
I am trying to understand the impact my commercials are having on website beyond just the clicks I get from YouTube as a referring site. Google is telling me there is not a way to track users that have viewed a video. I am trying to think outside of the box to figure out a way to use the remarketing cookie to my advantage. Google says there is not a way to track a user that watched a video and then eventually came to my site. But at the same time the "Earned Views" metric is similar to what I am trying to accomplish. As per Google, "An earned view occurs when someone who views your video ad and then watches another video or videos in a linked YouTube channel within 7 days of the ad view." So I want to be able to apply this same method to people that view my video ad and then surface on my website eventually. Please let me know your thoughts on this and if there is a way to accomplish this goal. Thank you
Paid Search Marketing | | JoeyPasq0 -
How to track in Google Analytics 2 different subdomains (one for website, the other for PPC landing pages)
Hello Mozers! I have a website with organic visits/goals on www.site.com and a few AdWords Campaign landing pages on lp.site.com whose goals are tracked with both adwords conversion monitoring AND analytics (not imported from analytics into Adword). The landing pages of the campaign have nothing to do with the web site (different cms, they don't link each other, totally isolated) and viceversa. Given that, what would it be the best practice to configure Google Analytics to track the website (www.site.com) AND a PPC campagin (lp.site.com)? I have been told to set up different views of the same property, but do I really need that? Please let me know what are you thinking. Thank you very much. DoMiSoL Rossini
Paid Search Marketing | | DoMiSoL0 -
Why does my google analytics show a massive discrepancy from facebook's reported website clicks?
We're running a Facebook news feed ad that is pointing at our homepage. Facebook says that for yesterday there were 47 website clicks. Google analytics shows 15 total visitors from facebook with 3 of them landing on the homepage. I understand that there is likely going to be some discrepancy with users accidentally clicking and clicking back before the page loads, but this seems a little insane. I tested the ad using a page that pulls the Analytics cookie data using php and it is working properly so I don't understand what's happening. The url isn't tagged with utm parameters, which is going to be fixed. Anyone experience this or have any insight as to what could be this issue? Is this click fraud? Edit: For more clarification I was checking on my completely unfiltered google analytics profile/view.
Paid Search Marketing | | spencerhjustice0 -
Using the same landing page for seo and ppc
When does it make sense to create one landing page for both seo and ppc?
Paid Search Marketing | | melen0 -
What to do against competitor PPC sabotage?
This morning a competitor of ours decided to go on a PPC rampage against us. Basically our budgeting money was spent within the first hour of going live on bing. Its pretty obvious whats going on as we had a tremendous amount of clicks all from the exact same keyword within a short period of time. Obviously first step was to contact bing and they are going to refund me a credit once they go through their process, but they didnt really give me confidence about the future. It seems they may not be able to prevent this from continually happening.. ? The attacker used some sort of IP spoofing as the clicks were all from different IP's which is probably why it snuck pasted Bing. Wondering what have you guys done in the past to prevent this or combat it? Thankfully it didnt happen on google
Paid Search Marketing | | DemiGR0 -
Does anybody know of a good bulk import http response checker? The one I was using has disappeared and I can only find checkers that only take one URL at a time.
An example of something I'm looking for but I want to check multiple checkers: http://web-sniffer.net/
Paid Search Marketing | | SWKurt0 -
SEO for PPC landing pages
After completing several months of on-page SEO for my site (one keyphrase per URL) and getting an "A" from SEOmoz on each page, now I'm venturing into PPC AdWords for the first time. From what I've read you pretty much want one landing page per keyword/ad. So if I want to target 100 PPC keywords I need 100 landing pages. And each landing page needs to be SEO'd as if you were doing it for organic search purposes so that your ad has a chance at a high Quality Score (8 to 10). I realize that an ad's QS is 2/3rds driven by its CTR but in the beginning when the ad is new the initial QS assigned seems to be driven more by landing page relevancy and some historical attributes of the AdWords account in which the ad or Campaign is located. My question is: What, if anything, do you do different on a page designed to be a PPC landing page as compared to a regular page you would SEO for organic search benefits? Also, should you do any of the off-page things (external links with relevant anchor text) for PPC landing pages? I'm envisioning landing pages that only exist to receive PPC ad clicks and that will not be linked to from my site directly. Each landing page talks a bit about the keyword the user was searching on and then directs them to the most relevant page(s) within my site. Maybe that's flawed? Thanks for any tips...
Paid Search Marketing | | scanlin0
