Luxury has always been about quality rather than quantity. Focusing your marketing and advertising efforts on people who are likely to appreciate it can have a bigger added value to your brand
The strategic use of account-wide negative keywords in your pay-per-click (PPC) advertising can ensure that your adverts are never shown to people who would clearly not be interested in them.This will help you to use your advertising and marketing budget more effectively, and allow you to elevate your brand even further by stopping it from becoming entangled with “big box” names.
A brief guide to account-wide negative keywords
Negative keywords are words that will stop your advert from being shown, even if the rest of the search term appears to be a perfect match. For example, a brand selling gold watches should add “silver” as a negative keyword so that people searching for “luxury silver watch” will not be served your advert, even if “luxury” and “watch” are key terms for you.
Account-wide negative keywords are simply negative keywords used at the account level, which are to apply all of your campaigns.
Why account-wide negative keywords are so useful to luxury brands
Many brands and retailers compete very aggressively on price and, as a result, many internet users have developed the habit of just looking for the cheapest deal on whatever it is they need.
Due to their browsing and spending habits, these customers not the target market of a luxury brand. Targeting those customers looking for a “deal” or a “sale” with your advertising will be a waste of time and will significantly reduce your click-through rate. Trying to attract these people with your AdWords offerings not only wastes the cost of the advert but places your luxury brand alongside the lower cost, high-street brands and retailers who are very much price orientated.
An example of how this could work in practice
A brand sells premium leather goods, using ethically-produced, hand-crafted leather. This brand sells a variety of leather products such as handbags, wallets and belts. A customer looking for “cheap belts” is not likely to be interested in the ethical, hand-crafted offering, therefore “cheap” would be a clear candidate to be added to your account-wide negative keywords list.
Depending on your offering, you may be able to finesse this approach even further. Using the luxury leather goods brand as an example, although the clientele attracted to these products may be searching for ethically-produced leather, the products are not suitable for vegans. Therefore, somebody searching for “vegan belts” are unlikely to be interested in this range. Here, we know that we can include “vegan” in our list of negative keywords.
Due to the fact that we can’t yet target people through PPC based on their income, pre-qualifying the customer using a negative keyword strategy will help you to filter out those people who are likely to bounce the ad as soon as they see the price. Using a clever, strategic approach to account-wide negative keywords will ensure you aren’t wasting money on generic brand terms and are really targeting those high-income customers who are most likely to convert.
If you are interested in learning more about your keywords strategy, do not hesitate to get in touch.
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