Monthly Archives: July 2016

How to be Successful with Pay-Per-Click Advertising

Do you pay for the clicks of your AdWords campaign without getting the sales? Here are some points to consider when planning your next pay-per-click advertising campaign.

 Pay-per-click adverts are not for free

Pay-per-click (PPC) advertising for retailers is similar than the advertising campaigns they do in the print media – they must pay for it.   The retailer needs to plan her PPC carefully otherwise the people clicking on the ad may not find what they were looking for.

Depending how expensive your keywords are, a lot of money could be wasted when the wrong audience is responding to your ads.

Here are some points to consider before starting your pay-per-click campaign:

  1. Keywords – should describe the kind of website pages where the retailer wants her ad to be displayed;
  2. Ads – the ad needs to deliver the following messages in the shortest time to read it:
    1. The retailer’s website is the best source of information that will visitor is looking for;
    2. The benefits to click on the retailer’s website is clear; and
    3. The visitors know what is expected from them once they arrive at the retailer’s website.
  3. Bid prices – the retailer will quickly find what the cost of a keyword is once her campaign has started. She should adjust bids until the ad shows the required profit;
  4. Landing page – is the page that visitors go to when clicking on a retailer’s PPC ad. The best results with a PPC ad is possible when the landing page match the theme of the keywords and ad message;
  5. Conversion path – having decided to buy, a visitor must be able to give information about the type of product, where it must be delivered and how it should be paid for. If the conversion path is not clear, the visitor may leave your website.

A PPC ad campaign is much more than selecting a couple of keywords and bet on them. A successful campaign is one that is well planned, well measured and flexible.

Visit eBizplan to help you with your digital marketing strategy.


Szetela, D. and Kerschbaum, J. 2010. Pay-per-click search engine marketing: An hour a day. John Wiley & Sons.

Finding Customers in the Vastness of the Internet

No business can exists without customers. However, finding customers on the internet can be a challenge for most Bricks and Clicks retailers. Once you know who your audience is, where they hang out online and what they respond best to, you can begin to market…

The vastness of the internet

Online advertising and the retailer’s website can be exposed to thousands of people around the world for little cost due to the vastness of the internet.

The challenge is to find to the customers online.

Steps to find customers online

Dean Brookstone proposes the following steps to find customers online:

  1. Register and set up your website/blog and ensure it’s optimized for mobile devices;
  2. Help customers to find you on Google by making use of a Search Engine Optimization (SEO) strategy;
  3. Keyword research – find out what keywords or keyword phrases will attract customers to your website;
  4. Start a blog page for your retail business – writing blogs with great content will draw customers to your website;
  5. Use hyperlinks to grow your business – internal- and inbound links show Google which pages of your website are the most important. The links may also help to improve your page ranking;
  6. Introduce your retail business on the social network sites. Facebook, Twitter, YouTube, Pinterest and Instagram are excellent platforms to find customers online;
  7. Use email campaigns to build relationships with people and to turn them into customers;
  8. Measure your progress with analytics to improve your business.

If you put all these steps together, you will find the customers that are seemingly lost in the vastness of the internet.

If you need help with your Digital Marketing campaign or Business Planning, please visit eBizplan.

Videos Useful Convincing Shoppers to Buy

If a picture is worth a thousand words, what are online videos worth for retailers?

Bill Briggs recently reported in the Internet Retailer that shoppers who watch a video are 1.7 times more likely to buy something than those who don’t…

Seeing it in action is believing

Window shopping, about fifty years ago, was one of the most exciting things for me to do. So, on the rare occasions when visiting the city center with my mother, I would rush to the toy shop to see what’s on display.

I would press my face against the toy shop’s display window to be fascinated by the miniature trains going around on their circuits. By just watching the small trains in motion the sale could have been closed – however, it was fifty years ago…

Nowadays little kids can watch videos of dozens of makes and types of miniature train sets via the toy shop website, make a choice and click to buy at leisure to have it delivered on their doorsteps.

Videos are working for online retailers

According to Bill, video views on online retailer websites grow a massive 42% in 2015. The best videos are those that are relevant and demonstrating how the products work. Also, the videos that the customers rate the highest resulted in the most sales.

YouTube is after Google the most popular search engine used by online customers, with 3 billion searches a month.  Experts recommend that retailers use YouTube over social networks such as Snapchat, Instagram, Facebook and Twitter for demonstrating the products, because it is searchable.

Please visit my website for assistance in creating business and marketing strategies for your online retail business.

Content Marketing Tips for Retailers

The quality and relevance of the content of a retailers’ webpages can mean the difference between a sale and a bounce. One of the main reasons that people use the internet is to get information about something.

Content, which is the information part of a website, is one of the ‘trade-offs’ that is used by retailers to attract customers to their sites. If it is good, the customers may make a purchases and visit the site again.

The value of good content

According to Drew Hubbard, writing in iMedia, content will only deliver value to a brand if it delivers value to the consumer and consumers are not ignorant of bias when it comes to content.

Drew suggests that consumers want information that is presented in an objective manner and based on documented facts – not a brand’s contorted version of those facts. The best content marketers do their research and cite their sources.

Answering the customers questions

The content of a retailer’s website should anticipate the questions that his/her potential customers will ask. The content should guide the reader to the answer the questions that he or she is seeking as concisely and clearly as possible.

To anticipate the answers that the customers require, retailers should think about the people they are communicating with. If retailers understand their audiences they will know what to write, how much to write, and what vocabulary to use.

Less is better than more

A great tip from Janice Redish is that you should remember that you are having a conversation with real people. Those people bring all of their previous experience and knowledge – and also their lack of experience and knowledge – to understanding what you are writing.

People surfing the web want to get to the answers they seek as quickly as possible therefore retailers need to avoid content that contain unnecessary information that may cause the readers to lose interest and bounce the page.

Visit eBizplan for eCommerce and Digital Marketing solutions.


Redish, J.G., 2007. Letting go of the words: Writing web content that works. Morgan Kaufmann.