Utilizing pay-per-click (PPC) advertising can be a cost-effective strategy for boosting your online visibility, ultimately helping more potential customers discover your department store and resulting in more online sales.
On this page, we’re exploring how you can use PPC for department stores to maximize your revenue and grow your bottom line, so keep reading!
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What is PPC for department stores?
PPC for department stores is a digital marketing strategy that involves implementing paid advertisements on search engines like Google. PPC ads display at the top and bottom of the search results, and you’ll only need to pay for them when a user clicks on your ad.
These ads are easily recognizable in the search results because they say “sponsored” above the website.
The search engines implement an auction process that allows prospective advertisers to bid on specific keywords. The highest bidder earns the right to purchase this prime advertising real estate. Once the ad is online and accessible, you only pay when someone clicks on it.
Key PPC advertising definitions
When it comes to PPC for department stores, you’ll likely come across many different terms. Here are some definitions to common PPC terms:
- Campaign: A specific event or theme for a series of ads.
- Ad group: A grouping of ads you’ve developed to support your campaign. In a department store environment, the group may include a series of ads for products like men’s clothing, home appliances, or sporting goods.
- Keywords: Words or phrases online customers will use to locate your department store or products.
- Text: Information in your ad that captures your customers’ attention and compels them to act.
- Landing page: The page where searchers will arrive after clicking on your ad.
What are the benefits of PPC for department stores?
PPC advertising offers a host of advantages for department stores, including the following.
1. It’s measurable
Gauging an ad in the local newspaper or radio program is challenging — you don’t know if customers are responding to the ad or purchasing for another reason. The data generated by PPC allows you to link revenues with your campaigns. You’ll easily be able to track the results from your PPC ads to understand how effective your campaign is at expanding your reach and driving online sales.
2. It’s focused
A scattershot advertising approach doesn’t allow you to connect with your target audience — the people most likely to shop at your store and purchase your goods. PPC advertising enables you to display your ads to potential customers with a high intent to buy. You won’t waste time, money, and resources trying to reach individuals who aren’t interested in what your department store is selling.
3. It’s popular
PPC is becoming increasingly popular with all retail operations, including department stores. If you’re not engaging in the practice, the establishment around the corner probably is. Consider PPC advertising to stay relevant in a highly competitive marketplace.
4. It’s flexible
Adapting to change is a constant in today’s retail world. PPC advertising for department stores enables you to make real-time marketing campaign adjustments.
Your advertising will stay fresh and relevant, and your store will respond more to evolving buyer demands, whether you’re attempting to appease your existing customer base or attract new shoppers.
5. It fuels growth
Are you a local brick-and-mortar department store attempting to carve a niche in the ecommerce space? PPC advertising is often the most cost-effective way to tap into online markets. You’ll grow your business and reach new customers without expanding your physical store or opening another location.
6. It promotes your brand
PPC advertising is an excellent way to use the Internet to boost your store’s brand recognition. Even if users choose not to click on your ad, they’ll notice your store and keep it in mind. While this may not result in a sale today, it helps set the stage for future purchases.
PPC campaign strategy options
If PPC advertising is viable for your department store, you can choose from several Google-related and other strategies.
1. Smart shopping
This Google Shopping Ads campaign method uses automated ad placement and bidding to promote your department store’s products. You’ll likely experience enhanced results because Google prioritizes it over standard shopping campaigns. They also run across all networks, displaying your ads on YouTube, Display, and Gmail.
Discovery ads appear in various Google-initiated feeds, including the Google search app, Gmail, and YouTube Home and Watch Next. They appeal to shoppers who prefer learning about products by viewing video presentations. Because these ads are visual, they often capture web users’ attention while surfing online.
3. Microsoft advertising
If you prefer to venture away from the Google family, the Microsoft Advertising Network gives you an alternative. While these PPC ads may not generate the same sales volume as the Google offerings, they provide an excellent return on investment. You’ll also have less competition since most retailers still gravitate to Google platforms.
4. Microsoft in-market audiences
Microsoft in-market audiences consist of curated lists that help you reach customers ready to buy. They provide an effective PPC option for department stores because they target potential buyers who intend to purchase during specific retail seasons, such as Christmas, Black Friday, and Valentine’s Day.
Traffic attracted through PPC advertising yields 50% more conversions than organic advertising.
Are you leveraging PPC in your marketing efforts? Let’s get started.View the Guide
Contact WebFX to learn more about optimizing PPC for department stores
WebFX is an experienced, full-service digital marketing agency that has generated nearly 7.8 million leads and over $6 billion in revenue for our clients. Our expert team will collaborate with you to develop and implement a targeted PPC advertising strategy that delivers superior results.