If you’re a Wine Store in Chicago, you don’t want to spend money on ads being showed to Miami residents. On the other hand if a Miami resident wants to buy a bottle of wine for a friend in Chicago, then you do want them to see your ad so they can buy in Chicago and save on freight costs. How does this work? Google identifies a search phrase as “local”. It’s the realm of Local PPC and I’ll go through how you do this in Google Adwords by using geo-targeting, ad extensions, keywords, ad copy, and landing pages.
Mobile Advertising: a wine prompt at the right place at the right time
December 15, 2010 By Leave a Comment
Mobile advertising is worth talking about on its own because, like other mobile marketing, it has the advantage of being in the right place at the right time – your customers pocket. No matter where they are they can easily and naturally bring out their phone in ways you can’t with a laptop or PC. It can also be implemented very quickly and, done well, drive traffic immediately. I look at the main types and the main channels in this post.
Google Base Feeds and Wine
July 8, 2010 By 1 Comment
This part of the internet ecosystem has it’s own peculiarities and optimization techniques. Your first port of call is the Google Merchant Center. You’ll be asked to submit your products by file or feed. Here’s how
Why are Comparison Shopping Engines so Important?
July 7, 2010 By 1 Comment
Wine shopping comparison websites is a seemingly dry topic but as you dig into it you see just what an opportunity and threat it is. You could now have a Google search results page for XX brand wine with the first 1-2 listings being for the winery, next 3 spots for shopping results with an image, 2 spots for other comparison shopping engines, 1 spot for videos with thumbnails, and finally 1 spot for an organic result. On the Adwords side you may have images in the ads for those merchants who use the Google product search service as well as Checkout badges.
What the wine internet shopper sees in CA 90210
May 25, 2010 By 1 Comment
Ever wondered why a customer who lived round the corner bought wine off an online competitor rather than yourself? If so here is a simple way to find out, just go to google.com and search for relevant phrases like wine shop 90210, pinot noir, brand X … and see who dominates the search engine results page.
Wine SEO: Google’s Local Business Center
February 12, 2010 By Leave a Comment
Other great features on the Local Business Center: Statistics, Coupons, Photos and Video, and Reviews. Adwords as per normal but also along with your local business address. Your local address will come up on the right hand side of the Google search results page. Talk about STAND OUT
Wine Adwords: Carefully Add Some More Keywords
February 1, 2010 By Leave a Comment
We’re going to start adding some keywords to our keyword list. Go to Google’s Keyword Tool and type in Napa Valley Merlot. Which shows the following fascinating data (I’m such a geek) by column, and sorted by relevance. Here’s what I see…
Wine Adwords: Increase Click Through Rate
January 31, 2010 By Leave a Comment
Let’s do some testing to increase our click through rate. We’ll create a second ad that tests which headline drives more clicks and sales conversions. That ad will have one simple addition to the headline, the word “Boutique” as follows…
Wine Adwords: the Ad Copy
January 30, 2010 By Leave a Comment
Writing your wine retail adwords ad copy. Headline: I would always recommend you have your keyword in the headline as per above. Description needs: A call to action e.g. buy or order now … Display and Destination URL…
