Paid search isn’t often considered for offline businesses. Yet, you can bet that the vast majority of your customers are using the internet to find and research products and services.

Paid search gives you the opportunity to position your business directly in front of your prospects, people who are searching for your products or services. It serves as a great bridge between online and offline marketing, particularly when you use paid search to sell products you promote offline.

Your customers can easily find your promoted products when they are using search engines. Be sure to focus on your top products and use the majority of your budget for those ads.

Look for opportunities to broaden your keyword list. Look for possibilities that include broad descriptive terms, branded terms, local terms and terms that include product details like color and size.

Create systems to test and track your paid search results. This helps you avoid wasting money on ads that aren’t generating results. Most paid search tools provide downloadable spreadsheets to assist you in tracking your keywords and your budget. Stay on top of your budget as well. It’s easy to get carried away on a PPC campaign.

Paid search can make a tremendous difference in your sales and store traffic. The easier it is for your customers and prospects to find your products, the quicker that they will purchase from you and the less likely to turn to your competition.

We’re going to continue speaking about offline promoted products next session.  We will also take a look at how to begin integrating them into your website. Again, it’s about connecting your prospects with your biggest sellers and bridging the gap between online and offline activity.

David Breth
Co-founder, Apple Pie Business Consulting

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