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Image Ad PPC campaign advice needed--Have you run a successful Image Ad PPC campaign?

by zurkonic
1 replies
  • SEO
    • |
Hello,
I handle digital marketing for a luxury jewelry company that does solid retail business, but sees its future in ecommerce. While I am better trained and am a firmer believer in SEO over PPC, I still need to meet my monthly sales quotas and could use some advice on how to do that for a company that only wants to run text ads for brand name searches (as our company does not currently rank on page 1 for its brand name due to a massive backlink building misstep that my predecessor thought could work in the age of Panda. Needless to say, the site tumbled from page 1 to 7 on Google SERPs).

Anyhoo, so my company wants to only run image ads on display networks (right now, Google's, but the quality of sites that Google offers does not line up with our brand). Personally, I don't believe we have the budget to compete for the high-volume keywords in the luxury jewelry market and outside of David Yurman, none of our competitors really make use of PPC (namely because they have the name recognition we lack). But we are selling both a product and a brand lifestyle, something that an image ad captures and a text ad simply can not.

So, to sum up a bloated question, I am looking for any display network strategy suggestions that people have. How might one better manage one's placements in Google (I do managed placements, but our list and budget prohibits most of our keywords from getting any play) using image ads? I would think an image ad PPC campaign would tend to fare better on social media sites like FB, but in the luxury market, the conversion rate is notoriously low and I would have a hard time selling that idea to my bosses. I believe taking the plunge and advertising on nytimes.com could generate the best ROI given our limited budget, but I also hate to put all of our eggs in one basket (which was pretty much their print media strategy). Does anyone know of reputable ad networks for luxury brands? Something along the lines of the NOWMANIFEST network....

I know the stats generally favor text ads over image ones, but has anyone had success with running image ads? How does one optimize their display network placements using long-tail keywords? I am happy to go into more detail, but first, if anyone has had a similar experience, I would greatly appreciate any insight.
#advice #campaign #image #image ads #neededhave #ppc #run #successful
  • Profile picture of the author dburk
    Hi zurkonic,

    There are many possible strategies to use in your advertising campaigns. I will try to answer your questions as it relates to particular market.


    Most advertising can be split into several broad types, based on the goal of your campaigns:
    1. Direct Response
    2. Lead Generation
    3. Branding

    Generally speaking, text ads work well and are the most popular choice for Direct Response and Lead Generation campaigns. Image ads tend to work well for Branding campaigns.

    A marketing strategy that includes all 3 broad types of advertising can work well if you carefully develop a marketing plan to exploit the advantages offered by each type in a way the generates synergy across your marketing plan.

    As you pointed out, having an established brand goes a long way towards generating sales at the First Moment of Truth. There is a whole new paradigm in marketing that has developed as a result of the ubiquity of the World Wide Web. This new paradigm involves influencing the shoppers buying decision during what Google has labeled ZMOT (Zero Moment of Truth).


    I believe the best strategy is for your company will involve an integrated marketing plan that includes Stimulus (Branding), Research (Lead Generation), and Purchase (Direct Response). By targeting every phase of the buying cycle you can dominate the Mind Share of your market.

    Your market, Luxury Jewelry, targets a sophisticated customer and demands a sophisticated approach. If you want to truly compete in this market you need to get up to speed on effective marketing strategies and develop a fully integrated marketing plan.

    The bottom line is that you need to be present in all of these channels, because your strongest competitors surely will be. Branding does not help that much if you are not also reinforcing the branding in the research and purchasing phases of the buying cycle.

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    * Get Results - Outsource Your PPC Management |
    *     Don Burk Advertising & Marketing - www.donburk.com

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