Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
PPC for Luxury Goods Website
-
Hi Mozzers,
I am starting a PPC campaign for a website that sells high-end products. The search volume for the generics is very high but I think the conversion rate on those will be quite low given the price of the products. Does anyone have any experience in doing PPC for high-end retailers and what type of keyword I should be bidding on?
Thanks!
-
Hi Karl
If it is a brand new PPC account with no or very little history I would advise you to start bidding on brand terms only to build up your quality score. Use exact and phrase match only. Once your CPC has come down a bit do your generic keywords research and try to find keywords that are a) relevant to your brand and its target audience, b) have decent search volume and c) affordable d)are present on the landing page of your PPC campaign. You might have to select / create several landing pages for your PPC tailed for individual PPC ad groups each with its set of narrowly themed keywords.
Keywords' components like "luxury", high-end", "quality", "designer" etc may be relevant, but it depends on your product category and brand. You can also right away add certain keywords to negative list e.g. second-hand, cheap, ebay, gumtree, amazon etc, basically all the keywords that are opposite of luxury and premium.
-
Ok, thanks for the advice.
-
again I would say trial and error, you might find though that words like that have a high CPC so might cost you a bit.
I would also recommend maybe extending the cookie window if they are high end products as people might not be able to impulse buy and may take several pay days to save up for the items. By doing this you may get to find out which keywords trigger the initial customer interaction.
-
Thanks Andy,
So bid on the generics and see what we get from it? Would you bother bidding on terms like "luxury..." and "designer..." as well?
-
I've found from my experience is that no two campaigns are identical. I would suggest trial and error and things that don't work - use negative keywords to stop the words that don't work appearing.
Go in with a lower CPC while your testing so your not wasting as much money and as soon as you have the stat's start to increase your CPC.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Website is flagged as Compromised Site by Google
Hi everyone, We have been running Google Ads for a while now and last week all of our Google Ads were paused with reason Compromised Site. We reached out to Google and they identify this page as one of the affected page: https://manpower.com.vn/vi/dich-vu-san-dau-nguoi-and-tu-van-nhan-su-cap-cao? The malicious links they found are:
Paid Search Marketing | | ManpowerVietnam
• googie-anaiytics[.]com
• vty68[.]net We have asked our Website vendor to scan and they found nothing. We would be greatly appreciated if you could help. I tried Google Search Console and even the tool Google Safe Browsing that Google itself suggested but both the tools showed that our website does not have any malicious links at all. And yet Google Ads support team keeps telling us our page contains these links. I am wondering if anyone in the community has experienced this before and how did you address this issue. Or could you guys please help to share any tools that you know can do a deep scan on this page and if possible our entire website to help us identify where the links are located? Please let me know if you need any additional information from us and I would be happy to provide it.3 -
Will pausing my AdWords PPC campaigns impact my organic rankings?
Over 95% of my revenue comes from organic search; less than 5% comes from AdWords PPC (all other sources account for about 1-2%). My ROI on AdWords is roughly zero. It's negative if you include opportunity costs. My question is: if I pause all of my AdWords campaigns, is there ANY chance that my organic rankings (and organic click-through rates) will suffer? This is really two questions. First, could Google retaliate to my reduced ad spending by dropping my rankings? Second, will searchers think differently about my organic link if they don't also see the accompanying paid link on the SERP?
Paid Search Marketing | | ahirai2 -
Is it better to place PPC when competition is high or low?
When managing a clients PPC campaign is there any advice on throttling up and down the accounts depending on the search popularity. Let's take "wedding cake" there are obvious trends here https://www.google.com/trends/explore#q=wedding cake but would you advise to spend more on Ads during the quite months as competition is low and you can get more click for less cost, or do you load up on clicks when it is more competitive/expencive . Please don't get bogged down in the "weeding cake" keyword, I'm looking more for views on when would be best to load an account in terms of return on investment. For example would you get better quality clicks when low search volumes as opposed to high. Lets also assume that our product costs us the same all year round. I have seen different side to the story. What are your views
Paid Search Marketing | | smartcow0 -
PPC sessions being counted as organic in GA
I am coming across a very frustrating phenomenon in one of my PPC campaign reporting. In short: I believe that GA is counting some of my PPC sessions as organic (not provided). Has anybody come across this before? I believe they are being counted as organic because of the following: the website is brand new and does not rank for anything but their branded terms the few keywords showing up in GA are the terms we target our PPC towards the amount of sessions of Paid Search (in channels) and AdWords sessions don't match up (The number of actual PPC clicks is substantially higher than the Paid Search sessions) PPC clicks and sessions don't even match up in the AdWords part of GA GWT shows 0% CTR for any non branded terms Tell me I am crazy, but I really don't think I am. I just don't have the hard evidence to back it up. Any help is greatly appreciated.
Paid Search Marketing | | Rebecca.Holloway0 -
Why does my google analytics show a massive discrepancy from facebook's reported website clicks?
We're running a Facebook news feed ad that is pointing at our homepage. Facebook says that for yesterday there were 47 website clicks. Google analytics shows 15 total visitors from facebook with 3 of them landing on the homepage. I understand that there is likely going to be some discrepancy with users accidentally clicking and clicking back before the page loads, but this seems a little insane. I tested the ad using a page that pulls the Analytics cookie data using php and it is working properly so I don't understand what's happening. The url isn't tagged with utm parameters, which is going to be fixed. Anyone experience this or have any insight as to what could be this issue? Is this click fraud? Edit: For more clarification I was checking on my completely unfiltered google analytics profile/view.
Paid Search Marketing | | spencerhjustice0 -
What to do against competitor PPC sabotage?
This morning a competitor of ours decided to go on a PPC rampage against us. Basically our budgeting money was spent within the first hour of going live on bing. Its pretty obvious whats going on as we had a tremendous amount of clicks all from the exact same keyword within a short period of time. Obviously first step was to contact bing and they are going to refund me a credit once they go through their process, but they didnt really give me confidence about the future. It seems they may not be able to prevent this from continually happening.. ? The attacker used some sort of IP spoofing as the clicks were all from different IP's which is probably why it snuck pasted Bing. Wondering what have you guys done in the past to prevent this or combat it? Thankfully it didnt happen on google
Paid Search Marketing | | DemiGR0 -
Cost per click on PPC
What is the best way to get a good cpc estimate other than actually running the campaign? I have had several people asking for budgets and wasn't sure how to answer. Any suggestions?
Paid Search Marketing | | ClickIt0 -
Index or Noindex PPC Landing Pages?
Hi all, We have thousands of PPC landing pages for our products. Usually, these pages are very similar and may differ only slightly for the keyword in question. The landing pages are sitting in a sub-domain of our site. From SEO perspective, assuming we don't want to get hit by Panda, Penguin and other animals Google stuffed into its ranking algorithm...Is it a good idea not to index these landing pages at all (i.e. add meta robots - noindex, nofollow to these pages)? What say you? Thanks!
Paid Search Marketing | | ShivaS0