How Pay Per Click Advertising Can Help Your Jewelry Store.

Introduction

Pay Per Click Advertising. Every jeweler would rather be setting stones than promoting their business. The reality is that without advertising, you are leaving money on the table.

The good news is that marketing has evolved. It’s no longer a scattershot approach of broadcast or print ads in the hopes of convincing customers to step into your shop with Pay Per Click Advertising for watch and jewelry stores.

Pay Per Click (PPC) Advertising is the laser focused way to target potential customers. How does PPC Advertising work? PPC Marketing can boost your revenue by elevating your website to the top of the Google search results, driving more customers to your jewelry business, digitally and physically.

What is Pay Per Click (PPC) Advertising for your jewelry store?

PPC Advertising is a google ads service in which you pay Google a fee for each click you want an ad to generate. These clicks confirm that customers are seeing your ad. You are paying a rate based upon each click. The more clicks you receive or the more you pay for those clicks, the higher your business will appear on an internet search.

Imagine the Yellow Pages. Instead of listing businesses alphabetically, search engines rank businesses by how often they are searched. Most customers do not click on returns past page 1. It’s vital for your business to appear on page in this Top 10.

PPC Ads can be geo-targeted to drive local audiences to your business. If your shop is in Jackson, Mississippi, how would it benefit you for it to be seen in Helena, Montana? With local PPC, you can net as many customers as traditional advertising at a lower cost. Expanding your business’s online operations means you can reach customers beyond driving distance from your shop.

PPC is designed to drive customers to your business. Think of it as setting up shop on the corner of State and Main rather than off the beaten path. Whether through e-commerce or in-store sales, boosting your site rankings will increase your revenue.

RUNNING YOUR PPC CAMPAIGN

We have given you the basics. Now, it’s time to learn everything you need to run a successful PPC campaign. Ready?

PART ONE: Set Your Targets

Think about reliable customers. Who regularly comes into your shop and buys your product? We are targeting them. What will your target audience search for and how can the words in that search guide them to your business? That is called Search Engine Optimization (SEO). Search Engines pick up on potent keywords that push websites to the top of the search return list.

What type of jewelry do you want to sell? If you want to sell engagement rings, your keywords need to appeal to the under 40 demo. If you want to sell timepieces, your keywords can be broader since the market for watches is deeper. The stronger your keywords, the more efficient your Pay-Per-Click and advertising campaign will be.

Geographically targeting allows you to advertise only in the vicinity of your business. Select keywords relevant to your region. For instance, if you connect keywords into a local sports’ team or annual local event, regional targeting can increase in-store leads. If your are a business owner in Hawaii, references to winter weather will be ineffective.

Basically, imagine pitching your watch or jewelry store to a half dozen strangers at a cocktail party. Imagine reaching hundreds and thousands of people with that pitch.

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PART TWO: Finding the Right Keywords

There are services that mine the data on Google and other search engines to give you the words that draw the most interest. One free tool is Ubersuggest. Ubersuggest allows you to search words by their popularity on the web. This will help you get the most out of your PPC Campaign. Better yet, Ubersuggest will show you which websites link to certain keywords. For instance, if you use the keyword: LUXURY WATCH, you will be able to see if a website like YahooSports links to it.

In the days when TV ads were king, you would buy an expensive time slot during a baseball game. Now, you can do the digital equivalent of inviting someone looking through your storefront window inside to scope out your merchandise. Ubersuggest can simplify your keyword search.

The greatest benefit of Ubersuggest is how they show Cost Per Click for each advertisement on each website. Is Cost Per Click differ from Pay Per Click? No. Pay Per Click is a service Google provides to track Cost Per Click. Ultimately, Cost Per Click is how much money you spend on your ad compared to how many people click on it.

Translation: it tells you how effective your ad is at engaging viewers. And how much bang you get for your buck.

PART THREE: Conversion Rates (CTRS)

Conversion rates measure how often PPC clicks turn into paying customers.
It’s key to understanding how much you’re getting out of your advertising dollar. Any CTRS over 7% is good. 4 to 7% is better than average meaning your dollars are being well spent. 1 to 3% is OK. Anything below 1% means the strategy is not working.

OWUP can help. As a full-service digital agency focused on Advertising, Web Development, and Social Media for the Watch and Jewelry industry, OWUP has developed proven methods to boost your business while avoiding gimmicks to drive traffic. You have worked hard to build your business. We will work hard to expand that brand into an online storefront and take advantage of the ever-growing world of e-commerce.

Conclusion

With these strategies, you can leverage PPC into new customers: both brick & mortar and online. The past year has sped up the shift from retail to e-commerce. Fewer people are able to go out shopping right now. They still want to buy timepieces and jewelry. There are still anniversary presents, wedding rings and graduation watches to be purchased.

Your business is vital. Make it easier for customers to find you. We wrote this to help you navigate the world of online marketing for your business. CPC/PPC, SEO, CTR—These terms seem technical, but in reality, they’re just more direct versions of the way you’ve always promoted your business.

Our methods are tried and true instead of classified trade secrets.

Contact OWUP to see how we can help your watch or jewelry store thrive.