In PPC, the retail industry is one of the toughest areas to crack in terms of managing a successful campaign. There are many reasons for this, as online stores try to stand out from the crowd by holding frequent sales, product giveaways, offering free delivery and distributing voucher codes. Some online shops claim to have year-round sales which are always quite amusing as their prices seem to remain the same.
Searching for a product on Google is just like walking down a high street when the sales are on – SALE NOW ON, 50% OFF, EVERYTHING MUST GO. Don't worry folks, the capitalisation was intended.
Take the above for example, and don't ask me why I was searching for "party dresses". Look at all of the calls to action – Free Returns, 20% Off, Sale, Free Delivery. The below headings will explain some useful PPC tactics that online retailers can use to increase their market share and stay ahead of the game.
1. Product Extensions
