Paid search is the key to acquiring new customers and staying top of mind. But knowing where to begin can be quite overwhelming, especially given the constant changes in paid search. Here are three tips that we‘ve learned at Blueport Commerce to help optimize paid search for our in-house brand, Furniture.com.
Tip #1 – Understand Key Performance Indicators
It is helpful for furniture retailers to first understand how to better measure the success of paid search campaigns through key performance indicators (KPIs). One KPI I look at frequently is the conversion rate of paid search campaigns. This helps me to understand what types of keywords led to orders and in turn where to best allocate my Pay-Per-Click (PPC) budget.
Tip #2 – Use the Keyword Planner In Google Adwords
The Keyword Planner in Google Adwords is a great tool to help you build out your keywords. You can use it to search for keyword and ad group ideas. All you have to do is enter a keyword relevant to your business and it will generate hundreds to ideas for you. One caveat is that not all the ideas will be applicable to what you’re selling, but the amount of keywords it provides makes building out your campaigns and ad groups a breeze. For furniture retailers, it can be easy to fall into the trap of having every possible keyword that covering a customer’s search. It’s a good rule of thumb to have a mix of all types of keywords, from broad-based keywords like “sofa” to more long-tail keywords like “gray 2 piece modular sofa.”
Tip # 3 – Audit Your PPC Account
It’s a good practice to audit your PPC account periodically to make sure everything is in order. Going through a checklist to make sure your account is set up for success will likely help you to catch low hanging fruit and continuously improve your account. Here are a few common things to review:
1) Account structure – Is your account structured properly? A proper account structure lays the foundation for your account, so it’s useful to check things like campaign structure and whether it still makes sense. I’ve found that for furniture retailers, it is a good idea to structure campaigns by product categories. For example, you would have a separate campaign for sofas and a different one for mattresses. This structure gives you more control over your PPC budget and allows you to allocate more budget to campaigns that are performing better.
2) Location – Are you targeting the right locations? This is an important one as it’s easy to forget to include new locations to target if your business expands. For example, if your furniture business is primarily based in the Midwest, it may make sense to target your ads in the Midwest instead of across the U.S. This way you will focus your PPC budget to reach where your target customers are located.
3) Ad scheduling – What settings do you have for time of day and day of week? Are you only showing ads at certain times? Does this still make sense for your business? While every business is different, you may not want to limit your ads to show at only certain times if you are also selling online. Unlike a brick and mortar retail store, your online store is always open and so it probably makes sense to have your ads live throughout the day/night.
Paid search is a necessary part of your marketing campaign. With these tips in your back pocket, you can be sure your paid search campaigns will bring your store’s website to the top of the ‘search’ fold.
About Blueport Commerce
Leading furniture companies work with Blueport Commerce to capture the billion dollar furniture e-commerce opportunity. We marry our clients’ bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology, and customized marketing services. For some retailers, the Blueport e-commerce platform powers their branded omni-channel websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many, we do both. Learn more here. And, if you’re interested in working for Blueport, check out our e-commerce jobs on our careers page.