Skip to Content

The author

Epiphany Search

My experience of DC in a retail environment is a very positive one. It allows the PPC Analyst to spend more of their time analysing and optimising accounts, rather than spending the majority of their time manually updating Adtexts. The main benefits I would like to address here are from a time and money saving perspective, coming from the ability to update ads with relevant data and to facilitate the evaluation of stock. I shall attempt to explain some of the pitfalls and how DC can help to alleviate the problems. <h2><span style="text-decoration: underline;">Pitfalls</span></h2> I am sure all the PPC crew are aware that the price point for all retail clients is crucial, especially for large retail clients. The process of ensuring all ads are up to date with current pricing is an almost impossible process; it can be extremely time consuming and seriously restricts your time to optimise accounts.

My experience of DC in a retail environment is a very positive one. It allows the PPC Analyst to spend more of their time analysing and optimising accounts, rather than spending the majority of their time manually updating Adtexts. The main benefits I would like to address here are from a time and money saving perspective, coming from the ability to update ads with relevant data and to facilitate the evaluation of stock. I shall attempt to explain some of the pitfalls and how DC can help to alleviate the problems.

Pitfalls

I am sure all the PPC crew are aware that the price point for all retail clients is crucial, especially for large retail clients. The process of ensuring all ads are up to date with current pricing is an almost impossible process; it can be extremely time consuming and seriously restricts your time to optimise accounts.

Secondly, when a product is out of stock, unless you can be notified by the client of this (which is very unlikely), you could be potentially driving paid search traffic to an “out of stock” page.  This means the client still ultimately has to pay for that click, which is not ideal! Finally, there can be serious legal issues with displaying incorrect data (pricing), which the Paid Search Agency would be responsible for. This would come in the form of “false advertisement” if a cheaper price is advertised, and subsequently the price has increased, as you cannot charge the customer the higher price.

Benefits

On a daily basis the software will automatically dynamically update all Adtexts with current pricing, ensuring all Adtexts are up to date in line with the client’s website. Assuming your price point is competitive increasing the number of clicks and potential conversions. In addition, DC will pause and reactivate ads as and when their stock availability changes. Another major benefit would be to free up an analyst to analyse, allowing more time for optimisation. However, there is one major caveat, which is the client must have a high quality feed from their website that will provide this information in the first place.