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Google AdWords: a retail case study on geo-targeted PPC20th March 2008 10:47 am Pay Per Click (PPC) Figleaves.com is the biggest online retailer of intimate apparel in the world. The company sells lingerie, swimwear and hosiery for men and women, with designer labels and famous brands such as Malizia by La Perla, Wonderbra, Wacoal and Gossard.
Although it faces little direct competition in Europe, Figleaves is in a competitive marketplace elsewhere around the world, and for this reason has developed three key differentiators. The company offers more than 140 brands; it is the key lingerie store for retailing giant Amazon.com (which promises to boost U.S. visibility and sales); and it offers fast and free shipping worldwide. To keep up with demand, Figleaves has recently opened a second warehouse in the UK, as well as a New York office. Its approach to PPC “In the lingerie business, you run the risk of lots of browsing traffic but few buyers,” says Brooks. “So we set up thousands of very specific keywords, expand the list constantly, and use Google’s keyword matching options to closely target the most likely purchasers.” Pay Per click results “Based on a wide variety of generic and brand-based Google ad keywords, we consistently achieve clickthrough rates between one and 25 percent. In every case, these are dramatically above the norm,” he says. Even better, Brooks reports that sales conversion through Google is trending upward. “Based on the level of traffic and conversion rates we are now seeing, we have had an eightfold increase in order values over the past year - and 80 percent of these are new customers. This performance has led Google to become one of Figleaves’ largest external sales drivers,” he says, “and it is a major reason we’ve trebled our Google ad spend,” Would you like to know more about Paid search / Pay Per Click advertising? If so, contact Hit Search on 0845 643 9289. Remember, its a big world out there, make sure you become visible. MSN release data on user’s attitudes towards sponsored links27th February 2008 12:47 pm Pay Per Click (PPC) Micrsosoft have released some data compiled by Neilsen. Perhaps unsurprisingly it shows that their sponsored links are seen by users as much more trustworthy. It does however give an interesting snapshot of the attitudes to the sponsored ads on the various search engines. The article written by Nick Drew states : A consumer coming from Live Search is 70% more likely than the average searcher to convert (buy a product or sign up to a newsletter) during a visit to a particular website. In order to explore some of the reasons behind this, we partnered with Nielsen NetRatings – a respected internet analytics and research firm – to look into how consumers feel about search engines, whether they trust them and so on. The results are particularly relevant in light of all the news stories recently about privacy and trust online. The study showed that users trust Live Search more than any of the other major search engines. In fact, 95% of users say that they trust Live Search. When it comes to the quality of results provided, more than 2/3 believe that Live Search would only list reliable and trustworthy websites – significantly more than said the same for Live Search’s main competitors. The second major finding has to do with how Live Search users perceive paid search links. In fact, they’re quite positive about them; so much so that searchers on Live Search are 3 times more likely to look at the sponsored listings first than those using Google. In addition, as the chart below shows, searchers on Live Search are significantly more likely than those on other search engines to regard a website more favourably if it appears in the sponsored listings. Would you like to know more about this Paid search / Pay Per Click advertising? If so, contact Hit Search on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Microsoft adCenter excellence program announced21st February 2008 2:57 pm Pay Per Click (PPC) The MSN adCenter blog today featured an announcement of a new Microsoft adExcellence program aimed at giving free training for users of it’s Live Search pay per click advertising market.
The article advises users to “check out the adExcellence classroom and start learning more about how to get the most from your adCenter experience. Training materials are available that cover everything from getting started to an in-depth overview of our editorial policies. It is this training that also prepares you for the Microsoft adExcellence accreditation exam, enabling you to increase your industry recognition and help improve the overall ROI for you and your customers. We have had a lot of really useful feedback on the program from many customers both in the UK & US, and will be incorporating any suggestions into new training modules as adCenter continues to develop and acquire new features.” Christmas PPC retail best practices11th November 2007 12:43 pm Pay Per Click (PPC) Yahoo have produced an excellent article on the best practicies your PPC agency should be employing this Christmas season to get the best performance out of your campiagn. “As the busy Christmas period is fast approaching, there is much preparation to be done for the annual surge in consumer spending. Search marketing is an essential element of this preparation. Retailers consistently rate search marketing as a primary online sales driver, and a fundamental part of the online marketing plan. 2006 Christmas shopping statistics Consumer electronics research 1. Online retail store 40% Title and description targeting Below are some suggestions to help drive relevance taraffic and ROI. * Position the search term prominently in both title and description Incorporating messaging into titles and descriptions Free delivery When possible, adjust the message throughout the season and be sure to coordinate the message with other promotions on your website.” If you would like to know how Yahoo PPC can help your Online Marketing Campaign then contact HitSearch and see how we can help your business grow. Remember, its a big world outthere, make sure you become visible. Subscribe To Our RSS Feed! 
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Hit Search Company Address: Hit Search Limited, Liverpool Innovation Park, Liverpool Digital, Baird House, Liverpool, Merseyside, L7 9NG, Telephone Number: 0845 643 9289 Advertising Contact 0845 643 9289 |
