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My Parcel Delivery Blog

Search marketing for your e-commerce business

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How can you launch and grow your start-up business with a maximum return on your budget?

Search marketing can be both cost-effective and impactful – if you know what you're doing. The marketing manager here at My Parcel Delivery is happy to share some of her secrets to campaign success so that you too can help your business reach new customers.

Search strategy – Pay Per Click:

Using Google Pay Per Click (PPC) is an easy, flexible and cost-effective way of advertising.

To begin, you set your maximum “cost per click" (your “bid") which tells Google you will pay each time someone clicks on your ad and visits your website. Your ad position is your bid x your quality score. Work out in advance your maximum advertising budget to generate a sale; this is your target cost per converted click. Once your campaign is up and running you can increase your keywords that are hitting target and reduce the rest. Budgets can be set per day: without tightly controlled budgets you may be surprised how much you can spend!

Writing relevant ad text raises the chances of getting clicked on by people who want to buy from you and a good Click Through Rate (CTR) helps your quality score, delivering cheaper clicks.

Search strategy – Search Engine Optimisation (SEO)

When first setting up in business and budgets are tight, it's tempting to think that SEO is the answer to your advertising needs. But remember it takes time and effort and gives no guarantees. You should build your website to be CFHSEO-friendly “but beware of companies that promise to get you the top spot in Google search. An external agency can help you improve SEO, but make sure it doesn't involve short term, high risk tactics that will attract a penalty from Google in the long term.

Monitor your traffic using Google Analytics: video explanations of each feature and tutorials mean you get to understand the insights quickly. It will show you which users are buying from you, which are your best regions, times of day, which computer devices being used, etc. But don't just learn that “Birmingham is a good converting region" for you; optimise your PPC campaigns accordingly. You can up-weight and down-weight your bids according to time of day, region and device. Once you've learned something about your customers, think how you're going to use that intelligence to reach more of them.

These tips are a great starting point from where you can increase your customer base greatly with a relatively modest budget.