PPC: Cost Per Click Budgeting Insights: News Post by a PPC Service Provider for Footwear Brands
The world of Pay Per Click (PPC) advertising is a dynamic landscape, especially for competitive sectors like the footwear industry. With the rise of e-commerce and growing digital presence, footwear brands are investing more than ever in PPC campaigns to reach new customers and retain existing ones. But how do these brands manage the costs associated with clicking on these highly competitive ads? In this blog post, we dissect the intricacies of Cost Per Click (CPC) for footwear brands, delivering insights to help you manage your PPC spend more effectively.
The expenditure on PPC campaigns is a crucial part of the digital marketing budget for footwear brands. However, understanding the CPC is not only about monitoring costs but also about strategizing to maximize returns. In this post, we’ll explore the average CPC for footwear brand keywords, examine which keywords are performing well across the UK, and discuss strategies to optimise your PPC approach. For tailored advice on Pay Per Click Management, visit our resource here.
Average CPC for Footwear Brand Keywords
When it comes to footwear brands, the CPC can vary greatly depending on the keywords used. The cost is influenced by competition, search volume, and relevance. In the UK, CPCs for the following terms reflect notable variations:
- “Running shoes” – £1.50
- “Trainers for men” – £2.70
- “Women’s boots” – £1.90
- “Leather sandals” – £2.00
- “Kids’ sports shoes” – £3.00
- “Formal shoes” – £2.40
- “Orthopedic footwear” – £4.20 (expensive end)
- “Golf shoes” – £2.70
- “Cheap trainers” – £1.10
- “Designer heels” – £4.50 (expensive end)
- “Winter boots” – £3.30
- “Slip-on shoes” – £1.70
- “High heels” – £2.80
- “Casual shoes” – £2.00
- “Dance shoes” – £3.50
- “Ankle boots” – £2.50
- “Vegan shoes” – £3.10
- “Hard sole shoes” – £4.10 (expensive end)
- “Wide fit shoes” – £2.30
- “Hiking shoes” – £3.40
Popular nationwide keywords like “running shoes” and “women’s boots” naturally have a lower CPC due to their high volume and widespread usage. Conversely, localised or niche keywords such as “orthopedic footwear” and “designer heels” can command higher costs due to their specificity and targeted audience.
Reducing Click Costs
To manage and potentially reduce your CPC, it’s crucial to focus on improving your Ad Rank and Quality Score. The Ad Rank, determined by your bid, the quality of your ads and website, and the expected impact of your ad extensions and other ad formats, dictates your position in SERPs. A higher Ad Rank leads to higher visibility and potentially lower CPC.
Your Quality Score, a metric based on the relevance of your keywords, the quality of your landing page, and your past AdWords performance, significantly affects your Ad Rank. Advertisers can optimise these areas by creating well-targeted and informative ad copy, ensuring website landing pages are fast, mobile-responsive, and relevant, thus enhancing user experience.
While it is tempting to focus solely on reducing click costs, remember that higher CPC keywords might lead to better returns in terms of conversion, thereby optimising Cost Per Acquisition (CPA) instead.
Expensive Clicks Could Provide the Best CPA
Within PPC campaigns, especially for competitive industries like footwear, expensive clicks are not always an expense to be cut. In fact, these clicks often correspond to high-intent searches and consequently, a clientele more likely to convert. For instance, keywords like “designer heels” though pricey, attract targeted audiences with specific buying intentions, and hence, could provide a better CPA in the long run.
Furthermore, investing in high-cost clicks can alert your strategy to perform better overall by prompting improvements in campaign settings and ad quality, subsequently increasing your Quality Score.
The Footwear Industry Context
The footwear industry is a unique segment within the broader retail sector, marked by a vast spectrum of products ranging from casual sneakers to high-end luxury shoes. Its resilience in e-commerce shows that consumers are willing to engage with digital platforms to find their perfect footwear. This inevitability of online purchasing in the footwear industry underscores the importance of effective PPC strategies.
Brands need to be highly competitive and innovative with their approach due to the dynamic fashion trends that dictate market preferences. Newer and existing brands alike can leverage the power of PPC campaigns to not just sustain but excel in this vibrant market space.
Conclusion
In conclusion, while striving to reduce CPC is important, footwear brands should balance this aim with the strategic insight that more expensive clicks might offer higher returns. Understanding the role of Ad Rank and Quality Score can lead to more effective campaign management, thus providing a pathway to success in the digital marketing efforts of footwear brands.
If you want to explore further on how to optimise your PPC campaigns, visit our dedicated page on Pay Per Click for Footwear Brands where experts from Wired Media offer tailored advice and solutions.
