Is your paid search not driving the returns you expected? It may not be the ad campaign that is failing you. Zoe Bates asks, ‘have you looked at the four Ps of your business?’ Price, product, promotion and place are vital components to driving your e-commerce results.
Your paid search campaign is only one part of your marketing mix. If you find your campaigns are not delivering desired impact, don’t automatically assume or conclude that the campaigns are being poorly managed or that it simply doesn’t work.
When looking at the performance of your paid search campaigns look at the data in Google Analytics. If you see a drop in traffic, revenue or CR do you see the same site wide? How have your other channels been affected? Do you see the same statistics across the board?
In general, we believe paid search has the capacity to deliver value for all companies that have a competitive marketing mix or customer proposition. However, we’ve seen many scenarios where a company has been unable to accept that they have a fundamental issue with their marketing proposition which they need to address before spending money on AdWords or other forms of marketing for that matter.
There are numerous elements of your marketing proposition that may affect your campaign’s ROI, and central to these are the four Ps - price, product, promotion and place. Let’s take a look at them one by one:
Once you’ve considered the four Ps of your business, take a look at your competitors. Look at what they are doing in terms of price, product, promotion and place, and then do it better.
Once you are confident that your product is the best on the market, or at least has a huge advantage over your competitors, there are other paid search tactics to grow visibility and ROI:
Bear in mind external factors and how these might work in your favour.
Your paid search campaigns do not exist in a vacuum. External factors can have huge impacts on conversion and are often beyond your control, but not always. Travel companies, for example, will often take advantage of the post-Christmas blues with summer holiday promotions regularly launching on Boxing Day and continuing throughout January. After all, what better way to mentally escape from the cold than by counting down to your week in the sun?
The weather has a huge impact on conversion for many firms. A water cooler vendor will pray for a day where the Celsius soars and thirsts need quenching while a retail interiors brand can cash in on rainy weekends, when people stay indoors and critique their surroundings – reaching for the tablet to order that all important set of scatter cushions needed to brighten up a living room.
Get more from your online adverting campaigns with a clear, concise and optimised 12-month paid search forecast. Read our other blogs:
Or download your free eBook How to Build an e-Commerce ROI Forecast for Paid Search to better understand the impact your wider marketing activities can have on paid search ROI.