Increase Sales with Pay Per Click
If you Google the phrase “engagement rings” you probably won’t see any local jewelers…
Instead you’ll see Blue Nile, MySolitaire.com & BarskyDiamonds.com along with a host of others. I’ve done this in every town I ever visited & the results are almost identical. These sites are extremely well optimized so they consistently show up in organic (FREE) & paid search results. The only way a local jeweler will show up is by using paid search results.
It’s a fact that the vast majority of online shoppers who are considering a large purchase will want to actually see live goods. Seeing your name in paid search results will increase your chances of getting them in your store.
Of course the online shopper will probably type in “your city + jewelers” to decide who to visit. If you’re highly ranked for this search term it will reinforce the paid results they’ve been seeing when they use the more broad search terms.
Blue Nile is a publicly traded company & their annual report is chock full of information about how they do what they do & who they do it with.
They state that the average consumer on their site takes 90 days to make a purchase & that gives you plenty of time to get them in the store & close the deal! They’ll be eager to show you how much they know about diamonds & will more than likely load both your barrels with plenty of ammo to close the sale.
Blue Nile makes an average of 20% on their diamonds & key to triple on their mountings.
Your competitive advantages
- Customer sees the product
- More mounting choices
- Possible designer lines
- Service after the sale
Pay Per Click Ad Cost
When your PPC ad shows up in a search it’s called an “impression” & you are not charged anything. You’re only charged when someone clicks on your ad. You can get 1000’s of impressions for 5 or 10 clicks.
You decide the maximum you’ll pay for clicks on each keyword & you can set your budget for a maximum daily & monthly spend. You will not be charged for more than your budget or the balance of your AdWords account.
If another advertiser is bidding higher than you for a particular keyword & their budget for the day, week or month gets shot then your ads will move up in the rankings.
You can learn about the effectiveness of your ads by tracking impressions, placement position & clicks in your AdWords reports. If an ad is getting a ton of impressions & no clicks you may need to change the ad so that it’s more compelling. This is something you can’t do in mid-stream with a billboard or print ad!
Ads & Landing Pages
When a shopper clicks one of your ads they should be directed to a landing page specifically tailored to that ad. Visitors to your landing page should be presented with the same theme & navigational links (menus) as those on your main site so they can visit all the other pages in a seamless presentation. However if your landing page offers to match online diamond prices the landing page should not be accessible from any of your main site’s pages. Simply don’t include any links to the landing page in your website’s main menus. This will ensure that visitors who haven’t seen your ad aren’t encouraged to price shop online.
If your ad is targeted to shoppers searching for diamonds then they should be directed to a landing page which states you are competitive with the online retailers & you offer the additional advantage of a greater selection of mountings (designer lines if you carry them) & service after the sale in addition to any other benefits you provide over the online retailers. The price of the diamond is probably going to be the clincher. If it comes down to it sell them a mounting they can’t find online (Blue Nile only carries plain vanilla mountings) & send them on their way!
Call 850.206.2251 for assistance in organizing an online ad campaign.
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