August 10, 2015
How do your jewelry customers begin any major purchase? As much as you'd like it to start with a visit to your store, the web is the most popular starting-point for consumer shopping today. It's important to ensure that current and prospective customers can find your jewelry store on search engines, like Google and Bing, and social media networks like Facebook. 

Do people even know your jewelry store exists? Most likely, your company is getting lost in the sea of search results. Are you willing to pay to improve your search engine results placement and increase the amount of traffic to your website quickly? 
     
According to WR Cobb Online, a jewelry industry leader in web development and marketing, this is where Pay-Per-Click (PPC) advertising can help. Combining the powerful tool of PPC ads with social networking creates the ideal platform for optimizing your presence in the world (wide web, that is). After all, you want jewelry customers to find you so that they can learn about your business and you can generate revenue as a result. 

WR Cobb Online answers the top questions most luxury brands have about PPC and explains why you should highly consider incorporating Pay-Per-Click ads into your marketing strategy. 

Is PPC right for my jewelry business? 

PPC is effective, no matter the type of business. The key is to develop ads that will appear to consumers when they are searching for your business, jewelry products or other keywords that are relevant to your business. 

Websites organically appear in search results, so why should I pay for this? 

Your current customers search for your jewelry business by name and that’s great. However, those who don’t know you, prospective customers, generally search by topic or location; in these circumstances, your website may not appear. By using Pay-Per-Click advertising strategically you have more control on how your business appears upon a relevant search query. Not only are you increasing your visibility to consumers looking for jewelry products, but it also increases the likelihood of them visiting your website and store location(s). 

What are the main steps for setting up a Pay-Per-Click campaign? 

Through the use of a variety of search engine programs, you start out by choosing a daily budget that you’re comfortable with, that can be changed at any time through your PPC campaign. 

Next, you identify and bid on keywords that are relevant to your business goals and your target market. Things to consider when determining keywords are: Do you want to reach a specific audience? Do you want to focus on selling just one or two products?  Do you want to target a specific or multiple locations?  

Using the keywords and phrases identified, you create the ads that will appear online. These can be text ads or image-based banner ads. The key is to invest in keywords that are relevant to your product or service and how consumers search for these, and then target your ads to reach these consumers.

Where do my ads appear? 

When you advertise with PPC, your ads appear on different places across the web, depending on how you target your ads and on the types of ads you create. You can target your ads: 

  • On Google search and other search sites
  • On websites that people visit
  • On mobile phones with full browsers, tablets, and other devices
  • To people  who live in specific locations or speak a specific language
  • To specific audiences

How is my ad position in search results determined? 

PPC programs determine your ad position based on two factors: 
  • How relevant your ad and website are to the search terms used  
  • How much you are willing to pay for a click on your ad   

Ad position is determined by a formula, which ranks your ad based on what you are willing to spend per click and how relevant your ads, keywords, and landing page are to a person seeing your ad for a particular search query.  So even if your competition is willing to pay more per click than you, you can still win a higher position -- at a lower price -- with more relevant keywords and ads. 

How can I drive more people to my website using PPC? 

There are three ways to increase the PPC-generated traffic to your website: 

Increase what you’re willing to spend on cost-per-click without placing limits on your daily budget: Increasing your max cost-per-click can help your ad appear in a higher position, which generally leads to more clicks. Keeping your daily budget high can ensure you get as much traffic as possible each day. These options are the quickest and simplest ways to drive more people to your website, but obviously not the cheapest.

Increase your campaign's reach: Increase the reach of your campaign by adding more relevant keywords or removing any unnecessary geographic limitations.

Increase your campaign's relevance: Making sure that your ads and keywords remain relevant to your website helps you to appear at a higher ad position and lowers your average price per click. Having targeted, appealing ads will also entice more people to click.

Keywords seem to play a big role in PPC success, how do I know I'm getting it right? 

You know your business best, and most likely, you can look to your pre-existing brand marketing and website content to come up with keywords that are specific to your target goals. Another solution is to use outside experts, like the consultants at WR Cobb Online, who understand web marketing and jewelry e-commerce to set your business's Pay-Per-Click strategy up from start to finish. A web marketing partner like WR Cobb Online can help you make the most out of your Pay-Per-Click advertising, resulting in increased exposure to and engagement with potential customers. 

Jewelers of America members get special discounts on WR Cobb Online services. Contact WR Cobb Online at 800-428-0040 or This email address is being protected from spambots. You need JavaScript enabled to view it. to learn more.

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