There is a reason that Google makes billions of dollars a year in advertising revenue. It is because Google Adwords works for businesses and especially florists! By far the most immediate and successful of online marketing techniques is online advertising. This form of advertising is known as PPC or Pay Per Click.
The most common of which is through Google Adwords http://www.google.com/adwords/, although advertising on Facebook Advertising is fast approaching the same fervor as Google.
Google Adwords are also known as Sponsored Links and are show at the top and the right hand side of the google search results.
Facebook is becoming extremely popular with marketers and there are two types of Facebook adverts. The screen shows both types of advertising, in the main screen is a sponsored post.
A Sponsored Post is where you have posted something to your business Facebook Page and then paid to have it shown to a wider audience.
Gone are the days when your post was displayed on every person's timeline. When you publish the post you will be offered to sponsor the post.
Facebook Ads are shown in the right hand column of the screen and you can target users incredibly specifically.
There is a time and a place for both Google Adwords and Facebook advertising. People tend to ask Google for information IE:
Flowers Delivered Sydney
As they are looking for something specific with an activity in mind.
Facebook however is more geared to awareness raising, gaining likes to your Facebook Page or encouraging impulse buying.
For florists Facebook is excellent at building a following for the florists Facebook page but less so for generating online sales.
However around the lead up to important events such as Mothers Day and Valentines Day a Facebook campaign targeting men who are married, engaged or in a relationship to shop early and get a discount for Valentines Day can be very engaging.
When someone visits your website and doesn't buy anything it's sometimes good to remind them of your brand and get them to come back and purchase. This is called remarketing and you can easily advertise on other people's websites only to this people that have visited your website.
Whilst remarketing is hugely successful in many online businesses it's not always appropriate for online floristry. As we have explored already online flower sales are very time sensitive so there is no use advertising to someone a week after they wanted to send anniversary or birthday flowers.
However at certain times of the year again Valentines and Mothers Day consumers do tend to shop around and order before the event so a Remarketing campaign for the lead up to the date may be appropriate.
When setting up your remarking campaign you should make sure that people who do order on the site are excluded from future remarketing otherwise you are just wasting money.
You need to set a realistic budget based on the competitiveness of your chosen keywords. Too small a budget and you will not get your money's worth and your campaign will run out before you reach your sales conversion rate, too big a budget and you are just wasting money.
Whilst it may seem logical to go for the keywords with the highest search volume, there are many reasons why this is not your best policy. These keywords will be expensive and they generally do not have a great conversion rate.
Depending on your keywords and your market do not limit yourself to targetting only your own geographic location. Just because you may only deliver to Australia does not mean that family and friends overseas may not want to use your website to send gifts to their family and friends in Australia.
However if your keywords have a conflicting international target (for example: your suburb is the same as a suburb overseas) then limit the geographic targeting of your keywords.
You should constantly review the effectiveness of the keywords and bid rates and change your campaign accordingly. Get a professional to manage your Adwords campaign, BUT you should have full access to the account and you should also learn as much as you can about your settings and how they work.
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