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Using DoubleClick to find the best Wine Blogs

13 August 2010

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

8 July 2010

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?

7 July 2010

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

25 May 2010

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

12 February 2010

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

1 February 2010

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

31 January 2010

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

30 January 2010

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…

Wine Adwords: Choose your Keywords

29 January 2010

In this post we’ll go through keywords for beginner wine retailer adwords advertisers. In particular the difference between broad match, phrase match and exact match and how they apply to wine.

Wine Adwords: Your First Campaign

28 January 2010

At some stage you’re going to see so many of the other local businesses start Google Adwords campaigns you’re going to want to try it out yourself. As long as you’ve got a website then I reckon you should just jump in – at the shallow end. If you’re a wine retailer, and wanted to have a go at Adwords, then follow these simple instructions in this series of posts.

Wine Adwords: “new wine” an opportunity or trap for a wine industry advertiser?

12 January 2010

I got real excited about this the keyword phrase new wine. I saw 1000s of searches. New Wine!? That must be what may people call a new vintage or a new release, a bit odd but if that’s what they’re searching for…In fact I decided to check it out and did a Google search

Wine Internet Marketing: Five Wine Store Sub Markets

11 January 2010

There are a number of submarkets within wine online stores: 1. Wine Gifts, 2. Wine Clubs, 3. Single Wine purchase by individuals, 4. Corporate beverage purchases including wine 5. Special events such as weddings that include wine purchases.

The next Sideway’s wine film?

10 January 2010

Maynard Keenan of Tool will release his new film about making wine in Arizona, Blood into Wine next month, which means two things for the wine industry.

Wine Adwords: Red red wine, a great song but a Wine Adwords Problem

9 January 2010

UB40 was a great band when I grew up and I loved Reddd reeeeddd wiiiiiiine. It looks like many people still do because when you use the keyword ‘red wine’ many of the searches are for the song! Not the wine. So how do you get around that?

Wine Adwords: The Most Important Wine Tip you’ll ever get

8 January 2010

If you search google for ‘wine’, guess what will be the top search you get? As at January 2010 nothing to do with the beverage ‘wine’ … but rather ‘Wine Development HQ’!

K&L Wines website design

5 January 2010

Left column design, clean, with an easy filterable navigation. Real time inventory is a biggie, a lot of hard work has gone into this one.

wine eCommerce and SEM: Ranking and Review Criteria

4 December 2009

In this post I’m going to nominate a weighting to put to the criteria. The idea is you can make up your own mind what the eCommerce options are, what the weight of each criterion should be and then score each option so you can compare different internet wine marketing and ecommerce solutions. I’ll have a bash at this myself, but first this post on weighting.

Selling Wine Online Process 1: Traffic

28 November 2009

This post is about generating traffic to your wine retailer website. As you will see they are reasonably simple – the obstacle isn’t understanding them so much as doing them. Note that I am skeptical about secret SEO software and processes – they may help at the margin so to speak, but not with getting most of the results (i.e. 80/20 rule). Three types that I’ll split out below: SEO, PPC and Email Marketing.

Selling Wine Online, a Criteria: Marketing to eCommerce Process

27 November 2009

In order to sell wine online you need to generate traffic, convert the traffic into sales and nurture repeat business. You also need support for any technical or marketing issues you may have along the way.

Selling Wine Online: Taking a Local Wine Store Online – the Basics

26 November 2009

Put simply you need:
* eCommerce – have an eCommerce website i.e. online catalog, shopping cart and order administration system
* Traffic – generate traffic to your site, especially from Google
* Conversion – convert this traffic into sales through probably good content, user shopping experience, suitable wine range and fair prices
* Arguably Repeat Customers – turn new customers into repeat customers probably through great customer service and follow up marketing.