Search Marketing Tips For Retailers
Posted by Universal Ad at Monday, December 31, 2007 6:51 AM 
Categories: SEO,online,search,Marketing,PPC
Categories: SEO,online,search,Marketing,PPC
To celebrate the end of 2007, we'll focus on a marketing tactic that many retailers should pay more attention to in 2008 - search marketing, including local, PPC and SEM (remember, don't jump into web 2.0 marketing before you've tested out the more basic online marketing methods!)
First, the Variable Markup blog provides "A Few Local Search SEO and PPC Tips For Brick & Mortar Retailers" such as making sure your PPC links list the city you are advertising for, taking your store locator and turning each store details page into a landing page just for that location, avoiding sending the reader to the home page on the first click, and much more. For more details and tips, click through to their post.
Second, eMarketer has an article that reports on a couple of surveys regarding Pay-Per-Click (PPC) campaigns. More than one-half of the US online retailers said that up to 40% of their orders now come from PPC and nearly nine in 10 said they planned to increase their PPC budgets in 2008, with 30% planning increases of 26% or more. Also, nearly eight in 10 online merchants said they mainly used return on investment to decide how well PPC worked, and nearly three in 10 US search marketers rated PPC as "highly variable" in its ROI, making it "more of a question mark than any other marketing tactic in the survey."
Finally, Chief Marketer has two relevant articles on this theme. The first article discusses the need to think beyond paid search campaigns. Retail marketers need to consider how they can connect directly with people starting their search through browser toolbars, built-in browser search boxes and browser navigation bars (direct navigation). This can be done by buying relevant domain names that receives significant direct navigation traffic and also contribute to natural search efforts. Social networking sites should also be considered as the top ones have surpassed some search engines as search sites.
The second Chief Marketer article covers search engine competitive benchmarking - unlike other channels, search has no easy answers to the bottom line metric, “How much are my competitors spending?” However, the action in search plays out every day on a public stage, and there are some great tools available to track competitive activity: what keywords drive traffic to a specific site? How much traffic is each keyword driving? What is a competitor’s reach and share of visibility and traffic from specific keywords?
Posted by Universal Ad
First, the Variable Markup blog provides "A Few Local Search SEO and PPC Tips For Brick & Mortar Retailers" such as making sure your PPC links list the city you are advertising for, taking your store locator and turning each store details page into a landing page just for that location, avoiding sending the reader to the home page on the first click, and much more. For more details and tips, click through to their post.
Second, eMarketer has an article that reports on a couple of surveys regarding Pay-Per-Click (PPC) campaigns. More than one-half of the US online retailers said that up to 40% of their orders now come from PPC and nearly nine in 10 said they planned to increase their PPC budgets in 2008, with 30% planning increases of 26% or more. Also, nearly eight in 10 online merchants said they mainly used return on investment to decide how well PPC worked, and nearly three in 10 US search marketers rated PPC as "highly variable" in its ROI, making it "more of a question mark than any other marketing tactic in the survey."
Finally, Chief Marketer has two relevant articles on this theme. The first article discusses the need to think beyond paid search campaigns. Retail marketers need to consider how they can connect directly with people starting their search through browser toolbars, built-in browser search boxes and browser navigation bars (direct navigation). This can be done by buying relevant domain names that receives significant direct navigation traffic and also contribute to natural search efforts. Social networking sites should also be considered as the top ones have surpassed some search engines as search sites.
The second Chief Marketer article covers search engine competitive benchmarking - unlike other channels, search has no easy answers to the bottom line metric, “How much are my competitors spending?” However, the action in search plays out every day on a public stage, and there are some great tools available to track competitive activity: what keywords drive traffic to a specific site? How much traffic is each keyword driving? What is a competitor’s reach and share of visibility and traffic from specific keywords?
Posted by Universal Ad
Good useful information... worth passing along!
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I agree with Boris, this is very useful stiff!
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