Clicks To Bricks: Why Attractive Online Search Invigorates In-Store Shopping

PPC for fashion brands with physical stores

Paid search can be hard to master for established brands with physical stores. Rising online-only brands are seen as more relevant, are more mobile-friendly, and aren’t stuck in their ways. To survive today, you need to retain old customers – and attract new ones. And that means keeping pace with the latest developments in PPC and using them to your advantage. Here are a few signs that you’re not doing that:

You’re not targeting your PPC ads at the people who will visit your stores

It’s difficult to quantify how PPC ads steer customers into your stores. Which means it’s difficult to convince stakeholders that it’s the way to go, despite it being a logical first touchpoint in your customer journey. Because if people don’t know you’re there, or forget you exist, they’re not going to drop by – and PPC ads are a simple way to stay in people’s line of sight. Especially when you consider how glued to their phones people are when they’re out and about.

It doesn’t help that store managers often see digital as a threat, and don’t want to collaborate in a way that bridges the online and offline experiences – in a way that turns internet browsers into in-store shoppers.

There’s a gap – a gap that’s costing you footfall that could easily be won. And we aim to close it. We’ll drive new customers into your stores by taking your current, on-the-ground customer’s persona and uploading it to your Google Ads database. Then we’ll create ads targeted at exactly the kind of people who buy things from your stores. Et voila. Your store managers won’t mind closing that gap when they realise how PPC can boost sales.

Your ecommerce team is finding it harder and harder to hit targets

It’s not just your stores that need to see an uptick in sales. Your ecommerce team has aggressive targets to hit too, and the PPC tactics they used to rely on aren’t having quite the same impact these days. And we know why.

In 2017, Google announced they had invested over $3 billion in machine learning for the next three years. The standard PPC playbook, with its countless manual adjustment options and reliance on keywords? Rapidly becoming obsolete. The future, Google declared, is in automation and audiences – and 2018’s bidding algorithms were 100 times smarter than 2017’s. Change is coming, fast.

It’s never been more challenging to grow brand recognition, to win the click, to get the sale. The same old tactics you’ve been using for the past few years won’t help you now, and neither will the most expensive automation software. What you need is someone who keeps up with the latest developments in paid search – and intuitively understands how to use that knowledge to your brand’s advantage. In case you haven’t guessed yet, that would be us. We use what we learn to help our clients grow phenomenally and quickly, like the brand we helped hit 98% revenue growth in six months.

You’re spending way more than necessary to get mediocre results

You’re big and agencies know it – and they know you have cash to burn. We’re guessing you’re paying your agency 10–15% of media spend. But the industry average is just 8%. And, well, when your agency charges by % of media spend, you can’t deny there’s an incentive to get you to spend more. We’re also guessing that your agency isn’t delivering particularly staggering results for their inflated costs, probably because they’re putting their entry-level ‘PPC Account Executives’ on the job. Not ideal.

We use fixed, value-based pricing instead, and we use innovative techniques and up-to-date knowledge to implement strategies that’ll work in the long-term – not just get quick results that make us look good. It’s too easy to focus on last-click PPC results and ignore all the other important stuff that gets you to the last-click. Not us, though. In fact, we’ll strive to ensure you’re not overly reliant on paid media, so you can free up budget for more innovation elsewhere. We’ll also tell you the truth about market opportunities and what a real forecast looks like.

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