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Phil Baker from digital marketing agency Objective 1, which specialises in helping cycling businesses with e-commerce, helps you navigate the world of pay-per-click
This piece first appeared in the December edition of BikeBiz magazine – get your free subscription here
Paid advertising, pay-per-click (PPC), Google Ads, call it what you will, but if you have an e-commerce website, it’s likely you have come across these terms whilst doing research into digital marketing, or you may have already given it a go. We all know attracting new customers to your website is key to online success, but can paid advertising really benefit stores without the big budgets of national retailers who dominate the digital game with significant resources at their disposal?
The simple answer is yes. Anyone can make it work for their own business, and we aim to point you in the right direction regarding paid advertising in the cycling industry. There are many guides online on how to set up your account and get campaigns up and running, as well as the Digital Marketing Guide provided to all retailers on the launch of their PushRetail website, so we won’t go into the ‘how’ to do this process, but focusing more on the ‘why’.
Target local
The main benefit of PPC is the ability to target your advertising. One method of doing so is through geo-targeting, choosing locations/radius targeting, to only show your ads to people in a certain area. Instead of competing nationally, where your budget may be spread too thin and there is a lower chance of generating a sale, putting your budget into a smaller regional area around your store means you will show more often where your products and brand may already be known to the local audience, as well as encouraging users to use the click and collect delivery method, or visit in store.
Running a select number of products
When running shopping campaigns, you may not want to show all of your products. This would be expensive…
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