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Pay Per Click Advertising In The Run Up To Christmas 2010
The busiest weeks of the retail year lie ahead – especially for online retailers. A fully optimised and effectively managed Pay Per Click advertising campaign can have a massive impact on retailers’ bottom line.
According to the IMRG (Interactive Media In Retail Group), known as the membership community for the e-retail industry, their sales index predicted a £6.4 billion to be spent this Christmas, a rise of 16% on last year’s figures.
Internet marketing is therefore big business for many companies during the festive season. Ensuring you are top for your search terms is essential in order to rise above the competition out there. SEO (Search Engine Optimisation)
Starting up a Pay Per Click account is easy; however, it is the management that is the more complicated part. The best thing to do is to hire an expert to manage your account rather than wasting time teaching yourself to understand its complexity. This will ensure your adverts will get up there immediately ready in time for the Christmas rush.
Year on year you can also track the advertising by assigning different tracking methods to each one and evaluate their performance to gage which one to invest in the following year. One such method would be to issue a unique 0800 telephone number to a specific advert and the call volume per number will then indicate the success of each advert. 0800 numbers can be ordered online from http://www.dbs-
Google Analytics allows you to track your campaign on your Pay Per Click account. It identifies how your visitors interact with your website, allowing you to make changes were needed to adapt better to your audience. The benefits of this against the high street mean that you can recognise trends immediately, not over a period of time in which case may prove too late.
Director of Advertising Partnerships, eBay Advertising, Phillip Rinn states that, “In the run up to Christmas, retail sites are a great platform for advertisers to benefit from a wide audience of consumers in a purchase-mindset. With an additional £1bn spent online in September 2010, compared to the previous year, it’s clear that online shopping is now mainstream.”
People have become more trusting of online shopping with secure payment methods and reputable brands. Although online retail still has some catching up to do with the high street, it appears that if you get your position and advertising right then you are sure to reap the profits alongside the bricks and mortar retail world.
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