Bring in More Business for Your Retail Business With Paid Search

Paid search isn’t just for driving web traffic to online businesses. Paid search is a successful marketing strategy for getting more foot traffic into your physical retail location.

Paid Search is successful because it creates a highly targeted audience and measurable results. For example, if you sell women’s footwear, people who have previously searched for women’s footwear will see your ads. It’s almost foolproof, but you have to do a bit of work to discover appropriate keywords and properly set up your ads. 

Drive Foot Traffic to Your Retail Location

Despite the increase in online shopping, in-store shopping still owns the majority of retail sales for several reasons, including:

  • Ability to try on clothing or shoes before purchasing
  • Save on shipping costs
  • The instant gratification of being able to walk out with the items
  • Easier returns
  • Avoids having to enter personal information online

But this doesn’t mean consumers aren’t doing their research online. So how do you get consumers to go from researching online to travelling to your store and making the purchase?

Use these paid search tips to increase foot traffic to your business:

  • Include your business address in your ads using the Location Ad Extension.
  • Promote sales in your ads
  • Offer an instant-messaging option so consumers can ask questions or book appointments (you can do this using the Message Extension)
  • Run your ads during business hours
  • Use geofencing to target mobile users within a certain proximity to your business (or near your competitors)
  • Use the Google Storefront and Inventory Ads to let consumers know what you have in stock.
Drive Web Traffic To Your E-Commerce Shop

If you have an online shop, you also want to get sales from your website. The key to growing sales through your e-commerce shop isn’t just to get website traffic. It’s to get targeted traffic. That’s why paid search ads are so important. When set up correctly, ads can target people already determined to buy. 

Doing proper keyword research and understanding your audience’s search habits is essential. You can learn more about keywords here.

But there are a few other things you can do to ensure your paid ads convert for you, too:

  • Use Ad Extensions to improve your ads and get more detailed
  • Give consumers a reason to act quickly – i.e., sale ends today!
  • Offer returns and refunds to make decision-making easier
  • Ensure your ad copy (the words in your ad) speaks to your ideal consumer
  • Set up multiple ads for different products and audiences
  • Set up retargeting ads to reach those who have already visited your website (not only are these cheaper, they convert at a higher rate, too!)
  • Optimize your website for mobile and tablet use
What about the Funnel?

Depending on how much time you’ve spent researching marketing for your retail business, you may have come across “The Funnel.” The Funnel is a term that typically refers to the steps a consumer takes before purchasing your business.

It begins with Awareness, moves to Desire, then Interest, and ends with Action or a Purchase.

During the Awareness phase, consumers are typically busy doing research, reading free content like blogs, and educating themselves about the products they are looking to buy. Next, in the Desire and Interest phases, consumers move to targeted engagements with the brand by either reading reviews, engaging on social media, or seeking referrals from friends and family. Finally, when consumers are in the Action phase, Paid Search Ads can attract them to your business when they are ready to purchase.

There are several stages that consumers go through when they are interested in purchasing a product or service, and Paid Search is critical to closing the funnel and converting – whether the goal is an online sale or foot traffic to your local store.

Analyzing Results of Your Paid Search Campaign

No advertising campaign can be deemed successful without examining the results. There are three key metrics to track:

  • Impressions (how many times people see your ad)
  • Clicks (the number of people who clicked on your ad after viewing it)
  • Conversions (the number of people who followed through with an action, i.e. a purchase)

If your ad is not as successful as you had hoped, these metrics can tell you where you need to make adjustments. You can evaluate the ads themselves, the landing pages or even your checkout process. Someone along the way, you’ll learn why your campaign is successful or not. 

For example, if you have a good number of impressions but low clicks, you need to revisit your keywords and ad targeting to ensure the right people see your ad. You may also want to have a copywriter review the ad copy to ensure your message gets across.

If you have a high click-through rate but low conversions, the issue likely lies with your landing page – optimizing your landing pages and checkout pages may be in order and, again, review your copy.

If you’re struggling to set up a successful paid search campaign or Google Ads and Ad Extensions just have you feeling more overwhelmed than excited, book a free consultation and let’s see if we can help you increase your traffic and sales.

Lead Generation Mistakes That Prevent Your Campaigns From Being Successful

How do you prevent lead generation mistakes from turning your marketing campaigns into failures? First, it’s important to understand what you are trying to accomplish.

Generating leads play a vital role in creating sales for your business. Leads are the potential customers who’ve expressed an interest in your business. These leads are the key to converting your business’ marketing into sales.

But what happens when your business’ leads aren’t responding to your marketing campaigns in the way you would like?

Being aware of common lead generation mistakes will allow you to create new leads better and convert those leads into sales. Here are four lead generation mistakes that every marketing manager or business owner should avoid:

Failure to Test Campaigns 

You probably wouldn’t buy a car without test driving it first, right? The same should go for your campaigns.

Whether it’s search engine marketing, social media marketing, or email marketing, testing your marketing campaign before running it is essential to ensure it will be effective. 

When testing your campaigns, don’t make the mistake of testing to confirm that it’s a solid campaign. Instead, it would be best to see how to improve the campaign. There’s always room for growth.

There are several ways you can test the potential success of your campaign. You can test the campaign’s content or the platform where you want to run it. For example, one campaign might be more successful on social media than it would through email. Either way, testing these things will help you optimize the campaign to generate more clicks and sales. 

Landing Page Issues

Having a solid landing page for your business’ website is necessary to attract leads and make sure those leads stay on the website.

A few of the common mistakes that businesses make with their landing page include slow load time, lack of SEO content, poor formatting and a difficult to navigate landing page.

Optimizing your landing page to make it more accessible and user-friendly is the key to successful lead generation.

Bad Forms

To generate quality leads, you need a quality lead capture form. But how does a good lead form look?

A good lead form is all about balance. If the form is too short, you’re generating many leads that may not have an interest. On the other hand, if the form is too long, you could miss out on many potential leads due to a lack of convenience.

Your lead capture form should capture just enough information that allows you to reach out to your lead and potentially personalize the marketing. In addition, the form should capture the necessary information from the lead without appearing intimidating. 

Not Giving Prospects a Good Reason to Click

Why aren’t your leads clicking on your lead generation campaigns? It might sound like the obvious answer, but are you giving them a good reason to click?

The content of the marketing campaign needs to be attention-grabbing. Keep the content fresh, exciting and engaging. If the potential lead is engaged and eager for more, there’s a higher chance you’ll get that click.

Think about what makes your leads want to click on the content. Is it a promotion, an exclusive offer, personalized content, a new and exciting product? Knowing what your leads want will help you to generate higher-quality leads.

Need More Assistance Generating Quality Leads?

No worries, we’re here if you need us. At 10|20 Marketing, we apply our extensive experience to help companies generate quality leads. We utilize digital marketing strategies such as paid advertising, lead conversion, social media, geofencing and directory marketing. Our low-cost services are available to both big and small businesses.

Want to book a free marketing consultation? Contact us!

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