With an increase in the number of brick-and-mortar stores closing, retailers must adapt to the shift towards e-Commerce. One way for companies to optimize and increase sales is to build strong pay-per-click (PPC) campaigns, which place paid listings above organic search results on different platforms.
PPC campaigns can be particularly effective on social media sites. To maximize success, retailers can use strategies such as:
- Targeting: Using combinations of interests and behaviors to create a highly targeted audience;
- Collecting metrics: Analyzing results, reach, cost per click and relevance scores; and
- Remarketing: Positioning targeted ads to reach wider audiences.
Learn more about retail PPC management in this infographic from Visiture.