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
-
Website is flagged by Google as Compromised Site
Hi everyone, We have been running Google Ads for a while now and last week all of our Google Ads were paused with reason Compromised Site. We reached out to Google and they identify this page as one of the affected page: https://manpower.com.vn/vi/dich-vu-san-dau-nguoi-and-tu-van-nhan-su-cap-cao? The malicious links they found are:
Paid Search Marketing | | ManpowerVietnam
• googie-anaiytics[.]com
• vty68[.]net We have asked our Website vendor to scan and they found nothing. We would be greatly appreciated if you could help. I tried Google Search Console and even the tool Google Safe Browsing that Google itself suggested but both the tools showed that our website does not have any malicious links at all. And yet Google Ads support team keeps telling us our page contains these links. I am wondering if anyone in the community has experienced this before and how did you address this issue. Or could you guys please help to share any tools that you know can do a deep scan on this page and if possible our entire website to help us identify where the links are located? Please let me know if you need any additional information from us and I would be happy to provide it.1 -
How to Find Competitor PPC Keywords ?
Can anyone suggest best way to find all PPC keywords of a competitor. Any tool recommendation ?
Paid Search Marketing | | singhmahendra0 -
Is it better to place PPC when competition is high or low?
When managing a clients PPC campaign is there any advice on throttling up and down the accounts depending on the search popularity. Let's take "wedding cake" there are obvious trends here https://www.google.com/trends/explore#q=wedding cake but would you advise to spend more on Ads during the quite months as competition is low and you can get more click for less cost, or do you load up on clicks when it is more competitive/expencive . Please don't get bogged down in the "weeding cake" keyword, I'm looking more for views on when would be best to load an account in terms of return on investment. For example would you get better quality clicks when low search volumes as opposed to high. Lets also assume that our product costs us the same all year round. I have seen different side to the story. What are your views
Paid Search Marketing | | smartcow0 -
PPC strategies in a competitive ecommerce market
Hello, What's the top 5 things to keep in mind when doing PPC in a competitive ecommerce market? Our competitors are buying PPC leads based on gathering long term customers that only have to get bought once and then they are repeat customers with no more cost. Thus, PPC cost is through the roof in this niche. Anyways, what's the top 5 pieces of advice you would give and you're also welcome to reference any good or harder to find references for me to read or watch. Thank you, Bob
Paid Search Marketing | | BobGW0 -
PPC - Fixing the campaign so ads always rank in positions 1 - 3
Hi everyone, I have more of a SEO background than a PPC one so excuse me if this question seems simple. I have inherited a Google Adwords campaign and want to accomplish the following Fix the campaign so the ads only appear in positions 1 – 3. The campaign came with a relatively good structure. Is there some way I can fix the settings to accomplish this? Conversion rates are high but quality scores vary from 6 -10 Thanks
Paid Search Marketing | | Carla_Dawson0 -
Advantage in PPC for megaspenders like VistaPrint and Office Depot?
I sell niche printing and office supplies. Our site goes after certain specific keywords, and we use PPC where we compete against small companies such as ourselves, and the mega companies like VistaPrint and Office Depot. I know about how quality score affects our PPC costs, I was wondering if these huge companies have any other advantage against us in the PPC world. Does their name recognition give them a quality score of 10 on every keyword they buy? Is there a way to find out what your competition is paying on PPC keywords? Do they have other advantages in PPC that I may not know about? Thank you so much.
Paid Search Marketing | | Ryan_B0 -
Is there a PPC basics guide?
something like: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769 and, of course: http://www.seomoz.org/beginners-guide-to-seo but for ppc? :]
Paid Search Marketing | | Mozzin0 -
Is PPC worthwhile for a product with no search volume?
I'm working on a PPC campaign for a client who provides a luxury service. He has very little search volume in general, and there's one product that has no volume at all. I'm wondering if it's worthwhile to run a campaign for this product using the general keywords. I estimate that 95% of the population has no intention of using our service and can't afford it even if they did. For example, say we're a concierge doctor service. When people search for 'medical doctor' or 'medical treatment' they are looking for doctors, and we probably could help them, but they won't want us when they could go to the doctor's office down the street and pay a fraction of the price. Obviously I'd tailor the keywords so it would be as relevant as possible. Yay: If my ads are clear, then whoever clicks them is interested in my product, so my money is being well spent. I'll just have a very low CTR. Nay: Spend the money on advertisement tailored to the target market, both people with existing interest, and those who would want it if they knew we existed. Yay or nay?
Paid Search Marketing | | 5225Marketing0