PPC for Luxury Goods Website

[KarlBantleman]

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!

[DinaDiligent]

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.

[KarlBantleman]

Ok, thanks for the advice.

[Andy-Halliday]

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.

[KarlBantleman]

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?

[Andy-Halliday]

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.