How to Find Local Wine Customers: Local PPC

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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

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.

Using DoubleClick to find the best Wine Blogs

One way to track down what websites the target audience is reading is to use DoubleClick. This has some excellent tools that show demographics of readers for 88 wine websites. The best and largest ones are snooth and wine-searcher. Interestingly they are also the best specialist wine comparison shopping sites. A good middle range one is cellartracker as well as some wine magazines, experts, and wine stores. There may be some possibilities in this group. Some smaller websites that have a very good target audience include winesandvines and vinography. The could well be some more gems in there but the graph’s tag are cumbersome so I’ve also posted the full list.

Google Base Feeds and Wine

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?

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

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

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

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

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

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…